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Name | Definition |
|---|---|
Total net revenue generated from impressions | |
Number of ad calls | |
Number of page views with at least one auction | |
Number of user sessions with at least one auction | |
Number of impressions effectively rendered | |
Number of impressions the placement was unfilled or filled using backfill house ads | |
Number of times when a placement was loaded on a page | |
Average revenue per thousand page views | |
Average revenue per thousand user sessions | |
Average revenue per thousand impressions | |
Percentage of how often a placement is filled with an ad |
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The total revenue of a website is generally a good metric, but in many cases, it may not be accurate. For example, it can be influenced by traffic fluctuations. Let’s consider the case of a publisher who decides to add an ad unit to a web page but, after doing so, the site suffers a substantial drop in traffic, perhaps seasonal or anyway unrelated to the ad unit. This traffic variation could make the total revenue falls, even though the new ad unit could have potentially brought additional earnings. In such a case, looking at the total revenue is not the best way to measure the success of a strategy.
Auctions
An auction is an attempt to sell a placement and view an ad. During an auction, ad calls (bid requests) to Ad-Networks through various channels are issued and the highest bidder wins the auction and displays an ad in the placement, which is an Impression. If no Ad-Network is interested the auction results in an unfilled placement. An auction can bundle ad calls of multiple placements.
Page Views
As the name suggests, this metric counts the number of pages viewed by a user. Counting page views is different from counting sessions because a user could visit multiple pages within one session. And it’s also different from counting users because the same user could view many pages. In fact, if the same user opens two different pages or even refreshes the same page, two page views will be counted.
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