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Name | Definition |
|---|---|
Total estimated net revenue generated from ad 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 page views when a placement was loaded | |
Average revenue per thousand page views | |
Average revenue per thousand user sessions | |
Average revenue per thousand placement page views | |
Average revenue per thousand impressions | |
Percentage of how often a placement is filled with an ad | |
Percentage of how often a placement is used across all pagespage views |
Definitions
Revenue
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.
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The ratio between Page Views and Placement Page Views. The placement coverage is a simple way to tell how often a placement is used across the inventory. Some placements will only be used on specific pages, due to missing declarations, targeting, or size mapping, and therefore revenue will be limited by only those pages showing them.
The coverage will give you information on how often the placement is used and how much influence it typically has on the overall revenue. This metric can help to optimize highly valuable placements to increase their usage and result in higher revenue.
Placement Coverage = (Placement Page Views / Page Views) * 100