For an ad entering an auction on the Display Network, the Google Ads system will calculate the effective cost–per–thousand impressions (eCPM) when there are:

Google Ads Display Certification
  • any cost–per–click (CPC) or cost–per–acquisition (CPA) ads entering the auction
  • only cost–per–click (CPC) ads entering the auction
  • only viewable cost–per–thousand impressions (vCPM) ads entering the auction
  • both cost–per–click (CPC) and cost–per–acquisition (CPA) ads entering the auction

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