As an estimated metric, it’s normal for page RPM to fluctuate and vary, so it’s important to monitor trends and use rolling averages instead of focusing on day-to-day metric updates. Any change you implement will take some time to affect your RPM, so give each optimisation enough time to evaluate their effectiveness. In any case, you should never stop testing, experimenting, analysing and optimising.
Keep in mind that page RPM is just one part of the story. For example, you could have a decrease in page RPM due to an increase in traffic, which would also increase your overall advertising revenue. Combine page RPM with other metrics to get a complete picture of your site’s success and the ways to maximise your advertising revenue.
What is a Good Page RPM?
How good your page RPM is varies depending on your publisher niche, content, demographics, traffic quality, geo-location as well as seasonality. Generally, RPM can range anywhere from $0.05 to $50 upward.
What is RPM AdSense?
RPM on AdSense measures the estimated ad revenue and ad impressions a publisher can earn for every thousand impressions.
RPM vs CPM
While page RPM is a publisher metric measuring estimated earnings and ad impressions for every thousand page views, CPM is an advertiser metric that measures estimated cost for a thousand ad impressions.
What is Impression RPM?
Impression RPM is simply calculated by dividing total ad revenue by total measured ad impressions, then, multiplying by 1000. It’s virtually identical to CPM, the only difference is it used by publishers and mainly on AdSense, whereas CPM is from the advertisers’ perspective.