You know how many page views your website gets every day. Most likely, you use Google Analytics or another web analytics service or software; you may even be analyzing the hits on your servers. But this number will be different than the page views counted by your ads provider. Why? Notice that when calculating eCPM, we used the term “relevant page views”, also known as “impressions”. As the term implies, impressions are incidents when a visitor was exposed to the ads. Not all page views actually manage presenting ads to the visitor and therefore not all them are counted as impressions.
The ratio between these relevant impressions (or net impressions) and the actual number of page views is sometimes called “fill rate”, so that if you had 100,000 page views, but only 70,000 of them were net impressions, the fill rate was 70%. Since the higher the number of impressions, the higher the eCPM, then clearly you should aim for a high fill rate.
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