Fill & Inventory · Sell-Side calculator
Ad Load
Ad load is the average number of ads served per pageview.
Formula
Ads per pageview = Ad impressions ÷ Pageviews
Fill in any 2 fields. The one you edited longest ago is solved for you.
Waiting for 2 values to solve Ads per pageview.
What is Ads per pageview?
Ad load is the average number of ads served per pageview. More ads raise revenue in the short run but slow pages, cut viewability and wear out readers, so it is the dial to set with care.
Worked example
If ad impressions is 3,000,000 and pageviews is 600,000, then Ads per pageview = 5.00.
Ads per pageview = Ad impressions ÷ Pageviews
Formula variable breakdown
- impressionsAd impressions
- Enter ad impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
- pageviewsPageviews
- Enter pageviews directly, or leave it blank and let the solver calculate it from the other 2 fields.
- loadAds per pageview(output)
- Enter ads per pageview directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
Ads per pageview links ad impressions and pageviews in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the ad impressions you have and the Ads per pageview you are targeting, and the solver tells you the pageviews you must secure. Or lock pageviews and Ads per pageview from a benchmark to see the ad impressions that plan implies before you commit.