RPM by Traffic Source Overview

RPM by Traffic Source is a reporting tool in your AdThrive dashboard that lets you see pageviews, RPM, and earnings, for your top traffic sources, both sitewide and for your most popular pages on each platform.

RPM by Traffic Source is fueled by Google Ad Manager 360 for exact revenue, bringing in Google Analytics pageviews for each URL in the report. Because the data is complete and not sampled, you can track reliable lifetime earnings for a URL as far back as the data is available, and you can use the data for tasks that require precision.

Prefer to learn by watching? Jump to our video walkthrough of RPM by Traffic Source!

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RPM by Traffic Source helps you understand how your content is performing across various traffic sources, so you can assess and prioritize your content creation and promotion efforts.

How do I see RPM and ad earnings by Traffic Source?

In your AdThrive dashboard, click Earnings and then RPM by Traffic Source.

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Custom Date Range

Set the date range for the data you want to review. At the top of the page, select a Start Date and an End Date.

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Note: RPM by Traffic Source data is available from August 7, 2021 onward.

What kind of data is available in RPM by Traffic Source?

Sitewide Overview

At the top of the RPM by Traffic Source report, you’ll see three widgets that break down pageviews, RPM, and earnings by traffic source across your whole site.

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This is a great way to assess how your site is performing on different traffic sources. This quick snapshot helps you get an overall feel for how your content performs on various platforms. 

Below, you can see this data for individual pages and learn more about how different types of content resonate on each platform.

RPM by Traffic Source for individual pages

Below the site overview widgets, you’ll find a table that breaks down this data for the individual pages on your site. The data available for each page includes: pageviews, RPM, earnings, time on page, impressions/pageview, CPM, and viewability.

Use the dropdown to select a traffic source and generate your top 100 pages, based on pageviews from that traffic source, for the date range selected.

These 100 pages are sorted by pageviews (highest to lowest) and the report filters out pages with under 50 pageviews by default, to provide you with the most useful information. However, you can set your own minimum and maximum pageviews using the filter above the table.

You can click the arrows in the column headers to sort by another metric, or to reverse-sort. When you do this, an updated set of pages will populate in the table. So, if you choose to sort by highest RPM, your 100 pages with the highest RPM from the selected traffic source will display. Reverse-sort to see your 100 pages with the lowest RPM from that source.

If you click the Export Data button, you can download a CSV file containing the information currently in the table.

Note: Page-level earnings data is available for all ad types except for the Stationary Playlist video player. You’ll see those rolled in to your total earnings on the Earnings Overview page, but they aren’t reflected in individual page earnings.

Definitions:

  • Pageviews: how many pageviews that URL received from the selected traffic source during the date range selected
  • Earnings: how much ad revenue was generated on that URL for the selected traffic source
  • RPM: how much that URL earned on average for every 1,000 pageviews to the selected traffic source
  • Time on page: average amount of time readers coming from the selected traffic source spent on that URL
  • Impressions/pageview: how many ad impressions were served, on average, for each pageview to that URL from the selected traffic source (ads in view refresh every 30 seconds)
  • CPM: how much advertisers paid, on average, for every 1,000 ad impressions on that URL
  • Viewability: a measurement of how well ads on the page are seen by readers (higher viewability can lead to higher earnings)

What is included in each source?

We pull the data for this report from your Google Analytics account, and then we group individual referrers into six key sources: Google Search, Pinterest, Facebook, Instagram, Twitter, Direct, and Other.

Here's a breakdown of what's included in each of these sources:

  • Google Search: All Google referrer values, including non-US versions and alternate values like www.google.com vs search.google.com.
  • Pinterest: All Pinterest referrer values, including non-US versions.
  • Facebook: All Facebook referrer values, including www.facebook.com, m.facebook.com, l.facebook.com, lm.facebook.com, etc.
  • Instagram: All Instagram referrer values, including www.instagram.com, m.instagram.com, l.instagram.com, lm.instagram.com, etc.
  • Twitter: All Twitter referrer values, including non-US versions.
  • Direct: Traffic that comes in without a referrer value, plus traffic from emails.
  • Other: Traffic that does not fall into one of the above groups.

How can I use RPM by Traffic Source?

This report gives you a wealth of information about how your content performs on different platforms. You can use these insights to make strategic decisions about your content creation and promotion to capitalize on these analytics trends.

Site-wide analysis:

Using the three widgets at the top of the report, you can look at pageviews, earnings, and RPM to see how your site is performing overall on various traffic sources. You might notice that Google is one of your top sources but that Pinterest is driving higher RPMs, which is a trend we’ve noticed as Pinterest’s algorithm has been sending more engaged traffic lately. Armed with that knowledge, you might decide to up your Pinterest efforts to try to capture more of that valuable traffic.

You might notice that Twitter is bringing in such a low volume of traffic and earnings that you could reduce your efforts on that platform — maybe even save money by reducing your plan on a social media scheduler if you decide to no longer post to certain accounts.

Page-level analysis:

Take a look at how your individual pages are performing on the different traffic sources. You might look at your top-earning pages for Facebook traffic and prioritize promoting those posts more often on Facebook. Or find your posts that have high RPM but lower search traffic and work on improving SEO for those posts.

Look for patterns in the types of posts that perform well on certain platforms and see if you can update lower-performing posts in a way that might help them succeed, or plan to publish new posts that follow those patterns. Do tutorials go over well with your Facebook audience? Do your Instagram fans click over to baking recipes? Look at what’s working and do more of that!

Be sure to check out our blog post that goes more in depth on how to prioritize your content promotion with RPM by Traffic Source.

Video Walkthrough

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