Why EPMV is the True North Star for Publishers: Going Beyond RPM, CPM, and eCPM

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The digital publishing landscape is rife with metrics. From RPM to eCPM, publishers are constantly bombarded with figures that promise to give insight into their site’s performance. But, as many seasoned publishers have found, not all metrics are created equal. Enter EPMV – Earnings Per Thousand Visitors. In this article, we’ll learn why EPMV is the “true north star” for publishers and why it offers a more comprehensive picture than RPM, CPM, eCPM, or any other metric. 

Understanding the Common Metrics: RPM, CPM, and eCPM

Before diving into EPMV, let’s briefly revisit the older metrics:

  1. RPM (Revenue Per Mille): It measures the estimated earnings a publisher can expect for every 1,000 impressions, But it’s tied to pageviews, not the total number of visitors. This has been heavily popularized among publishers, given that this metric is mostly used in traditional Google AdSense reports. 
  1. CPM (Cost Per Mille): This is simply the amount an advertiser pays to show their ad 1,000 times. While most publishers have heard of and understand this metric, CPM is well-known because of header bidding and is really only important for advertisers
  1. eCPM (Effective Cost Per Mille): On a similar note, this represents the estimated earnings of an ad per 1,000 impressions. It’s often used by advertisers to compare the cost-effectiveness of different campaigns. 

Publishers make the common mistake of thinking pageviews = sessions when in reality, they aren’t. To put it simply, some sites can get twice as many pageviews as sessions so you can see why this would be a huge deal when you’re trying to consider your revenue potential. 

RPM, CPM and eCPM provide valuable information – but there is a time and place for everything, and these metrics are not the ones to be focusing on when it comes to truly understanding your site’s revenue and performance. Focusing on the wrong metrics can lead to a skewed perception of a site’s true earning potential. 

EPMV: The Metric That Matters

EPMV stands out because it focuses on the total number of visitors, not just impressions. Impressions are certainly a part of it but they aren’t painting the whole picture. Here’s why EPMV is the superior metric to consider: 

  1. Holistic View of Earnings: EPMV takes into account all the revenue generated by a visitor, including multiple page views, ads clicked, and any other revenue streams. This provides a more accurate reflection of a site’s earning potential. 
  1. Visitor-Centric Approach: By focusing on visitors, EPMV highlights the importance of user experience. A site optimized for user experience will likely have visitors that generate more pageviews and click on more ads, boosting earnings. 
  1. Reduces Misinterpretation: With RPM, CPM and eCPM, it’s easy to assume that adding more ads per page will boost revenue – that is FALSE. This can harm user experience and decrease overall visitor value. The likelihood of seeing a reduction in visits over time will be high. EPMV encourages a balance between ad placements and user experience. 

Sites that prioritize user experience and understand the holistic value of a visitor, as measured by EPMV, are more likely to succeed and generate more revenue in the long run. Concerned about your EPMV? Review our interactive guide to better understand your EPMV trends and find opportunities to improve this metric moving forward. 

Conclusions: EPMV is Key for Publishing Metrics

While RPM, CPM and eCPM have their place, EPMV offers a more comprehensive and accurate reflection of a site’s performance and earning potential. As the digital publishing landscape evolves, it’s crucial for publishers to adopt metrics that truly reflect their site’s value. EPMV, with its focus on the overall visitor value and user experience, is that metric. 

For publishers aiming to understand their site’s true performance and earnings, it’s time to look beyond RPM, CPM and eCPM. EPMV is the future, and the future is now.  

By Alyssa Mitzel

Alyssa is a marketing expert with multiple years of experience assisting high-profile clients to improve their sites' revenue and performance. An MBA graduate from St. Mary's College of California, she now works on developing and marketing Ezoic products.

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