How to read YouTube Studio revenue

Pick a date range and content type that match the decision you are making. Lifetime and blended figures are often true and still the wrong input.

Use 28 days, not lifetime

Lifetime estimated revenue divided by lifetime views mixes years of CPMs, demonetized uploads, and a Shorts era that did not exist when you started. Last 28 days is closer to what a view is worth today. Last 7 days is noisy. Last 90 days is useful if you publish slowly.

Split Shorts from long-form

If you only look at blended RPM, a Shorts hit will look like your channel broke. Filter content type, or open the Shorts-specific revenue views if your Studio version has them. Then paste long-form RPM into our YouTube calculator's custom field and set the long-form slider to match the mix.

Use recent RPM, not estimated revenue

Estimated revenue moves with upload cadence. RPM tells you whether each 1,000 views paid less. If RPM fell because Shorts took a larger share of views, the ads may be fine and the mix changed.

Memberships are a different tab

Channel memberships, Super Thanks, and Shopping do not belong in ad RPM. YouTube keeps 30% of memberships, which is not the 55% Watch Page ad split. Use the membership calculator for that line, not a hacked RPM.

When the custom RPM field is filled, our YouTube calculator ignores the geography factor. Your Studio number already includes your audience.