CPM (Cost Per Mille) is a crucial advertising metric, representing the cost for a thousand ad impressions. Publishers use various metrics to assess their revenue, and one significant metric is Page RPM (Revenue Per Mille). This article delves into Page RPM, explaining what it is, how it compares to other revenue metrics, and how you can optimize it to boost earnings.
What is Page RPM?
Page RPM measures estimated earnings per thousand pageviews. It's calculated by dividing total estimated earnings by total pageviews during a specific period, then multiplying by 1000. This page-level metric helps evaluate the impact of broad optimization efforts like A/B testing and ad refresh strategies.
Where to Find Page RPM
You can find Page RPM in AdSense under the ‘Reports’ tab. However, for accurate results, consider using Google Analytics to obtain pageviews data and calculate Page RPM yourself, as AdSense metrics might be slightly off.
Understanding Impression RPM and Ad Request RPM
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Impression RPM: Measures earnings per thousand ad impressions. Calculated by dividing estimated earnings by impressions and multiplying by 1000. It helps understand revenue per impression but doesn’t account for overall revenue changes.
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Ad Request RPM: Measures revenue from every thousand ad requests. Calculated by dividing estimated earnings by ad requests and multiplying by 1000. This metric considers fill rates and is useful for tracking growth in ad requests.
How to Increase Page RPM
To boost Page RPM, you can:
- Increase ad density: Add more ad units per page, but be cautious as this may impact user experience.
- Improve user experience: Enhance navigation, page speed, and counter ad-blocking.
- Optimize impressions: Use smart ad refresh and drive users to ad-rich pages.
- Boost revenue per impression: Use header bidding, add demand partners, and optimize price floors.
Why Session RPM May Be Better
Session RPM (Earnings Per Thousand Visitors) connects revenue directly to visitors. It’s calculated by dividing total earnings by sessions and multiplying by 1000. Unlike Page RPM, Session RPM reflects the impact of user experience on revenue. If user engagement drops due to more ads, Session RPM can show an overall revenue decrease, even if Page RPM increases.
Don’t Rely on a Single Metric
Each metric—Impression RPM, Ad Request RPM, Page RPM, and Session RPM—provides unique insights. Combining them offers a comprehensive view of ad performance and revenue optimization. Session RPM, in particular, helps connect revenue to user experience, providing a clearer picture of overall performance.
While you're here... Did you know ad-blocking affects up to 40% of revenue for publishers? Blockthrough’s technology helps recover this lost revenue by ensuring ad compliance and activating a hidden audience.
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