RPM by Page is a reporting tool in your AdThrive dashboard that lets you see the RPM of individual posts.
RPM by Page vs. Overall RPM
Your site’s overall RPM (earnings per 1,000) pageviews gives you a high-level metric to help you understand how your site is performing as a whole.
It takes into account how each ad slot on each page on your site earns for each visitor and averages those total earnings across every 1,000 pageviews your site received during that same time period.
total earnings ÷ total pageviews × 1,000
Your overall RPM is based on how each individual page on your site earns, but those earnings can vary A LOT from page to page.
For example, on your site, you can have a page with no ads, a page with few ads, or a page with your optimized ad layout.
You can have a page with an influx of traffic on desktop, a page that goes viral on social media, or a page that goes viral for readers who really like to block ads.
You can have a page where readers are spending a great deal of time or a page that quickly sends them off to another resource.
And each of those pages will earn differently.
RPM by Page in your AdThrive publisher dashboard helps you understand how your most important pages are performing — and how different factors combine to produce your total take-home earnings and RPM
How do I see page-level RPM and ad earnings?
From the menu in your AdThrive dashboard, click “Earnings” and then “RPM by Page.”
What kind of data is available in RPM by Page?
In the RPM by Page tab, you will find your site's top 50 pages, based on pageviews for the date range selected, with earnings, pageviews, and RPM for each page.
The data is sorted by pageviews (highest to lowest) by default, but you can click the arrows in the column headers to sort by RPM or earnings.
If you click “Export Data”, you can download a CSV containing additional info for the top 100 pages, based on pageviews.
- Pageviews tell you how many pageviews the URL received during that time period selected
- Earnings tells you how much ad revenue was generated on that URL
- RPM tells you how much that URL earned on average for every 1,000 pageviews
- The date range for RPM by Page defaults to the last 30 days of available data, but is completely customizable*
- *Earnings are available starting from October 1, 2019 and pageviews and RPM are available starting from January 1, 2020
- There is a 48-hour delay to finalize this data, so the report is available up to 2 days ago
What determines RPM by Page?
We take the earnings and pageviews for each individual page on your site and use the standard RPM calculation of total ad earnings divided by pageviews multiplied by 1,000.
RPM depends on a vast number of factors (read more here), which include:
- The type, number, and location of ads running on the page
- Where readers are located
- How much time readers are spending on the page
- What types of devices readers are using
- What types of browsers readers are using
- What types of information advertisers have on each reader
As advertisers bid for each individual slot on the page, for each individual visitor, these factors come together to create the total ad earnings for that page for the given time period.
How can I use RPM by Page?
See what’s working, what can be improved, and make decisions based on page-level performance.
You can better understand how an individual page earns by analyzing some important earnings factors hand in hand with your Google Analytics data:
- Ad layout: What ad layout is appearing on this page? Are any (or all!) ads blocked? Is it a longer, informative post with plenty of content ads appearing? Is it a shorter post or category or archive page running a more limited ad layout?
- Geo: Where are the majority of readers located? Did this post attract a larger percentage of readers from the US or from another country?
- Time on page: Is there something that causes readers to spend a considerable amount of time on the page, such as a recipe or a how-to or an engaging video? Or are readers spending less time on this page?
- Device: Are more desktop or mobile users accessing this page?
- Browser: Was there a spike in one type of browser to this page? For example, Safari mobile traffic tends to spike if Facebook referrals spike — and advertisers spend less money to reach Safari users due to lack of cookie data.
- Brand safety: Certain advertisers may spend less or not bid on a post if the title, URL, or content includes a word that triggers their filters (e.g. "killer chocolate cake recipe" could trigger a violence warning). See this article for more information on how to keep your content advertiser-friendly.
However, lower-earning pages are not necessarily a bad thing! If the page is bringing you results in another way, such as selling a product or generating email signups, then it may be serving the purpose you need.
But if you’re looking to improve your ad revenue on these pages, consider all of the above factors and see if there are ways you can update the post to perform better.