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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 pages |
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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RPS = (Revenue / User Sessions) * 1000
Placement RPM
Revenue per placement normalized by Placement Page Views, i.e. pages where a specific placement is used. Compared to RPM, which gives the value of a placement compared to the overall inventory, the Placement RPM helps to compare the value of placements to each other, independent of how often they are used.
(Placement Revenue / Placement Page Views) * 1000
CPM
CPM is an acronym for Cost Per Mille (mille means “thousand” in Latin) and is the ad unit rate per 1000 ad impressions. It is the price advertisers pay to have their ads shown 1,000 times. However, high CPMs do not always correspond to overall success for the publisher. For example, a brand that pays a high CPM but only fills 50% of the available inventory may result in fewer earnings than another brand that pays lower CPMs but has a higher fill rate.
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Fill Rate = Impressions / (Impressions + Unfilled Impressions)
Placement Coverage
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 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 much influence it has on the overall revenue.
(Page Views / Placement Page Views) * 100