What is EPMV?
EPMV, or “session earnings” stands for “Earnings Per Thousand Visitors”—in other words, this is how much money you earn for every 1,000 visits to your website. This is the only reliable way to measure revenue while taking into effect outside factors such as seasonality and UX changes.
EPMV = Total Earnings / (Visitors / 1,000)
Why is EPMV so reliable?
The revenue a website earns is affected by a myriad of factors, such as the number of visits, the number of ads shown during each session, the bounce rate of each landing page, the pages viewed per visit, time of day, type of ad and much more. Yet, publishers focus on RPM—page revenue per 1,000 page views. The issue with RPM is it takes no account of how many ads there were per page or the other factors that revenue. EPMV will automatically take into account the impact your ads have on bounce rate and page views per visit.
If you’d like to understand more about RPMs and EPMV, check out our blog post on how RPMs are skewing true earnings.