{"id":12908,"date":"2019-08-15T17:58:22","date_gmt":"2019-08-15T12:28:22","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=12908"},"modified":"2022-09-02T16:29:47","modified_gmt":"2022-09-02T10:59:47","slug":"understanding-epmv-the-new-north-star-metric-for-publishers","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/","title":{"rendered":"Understanding EPMV: The New North Star Metric for Publishers","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>There are plenty of metrics to calculate ad revenue. Even so, ad tech is always adding more to improve its understanding of publisher earnings based on factors affecting profits (like sessions, page views, and users).<\/p>\n\n\n\n<p>In this post, we will discuss EPMV, a metric that can help publishers get a holistic view of their earnings. Hopefully, by the end, you will be better equipped to use this metric to gauge your monetization strategy.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#What_is_EPMV\" >What is EPMV?&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#How_Can_You_Calculate_EPMV\" >How Can You Calculate EPMV?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#Whats_the_Difference_Between_EPMV_and_RPM\" >What&#8217;s the Difference Between EPMV and RPM?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#Session_RPM_vs_Page_RPM\" >Session RPM vs Page RPM<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#Benefits_of_Using_EPMV_Metric\" >Benefits of Using EPMV Metric<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/#Why_is_EPMV_Not_Popular\" >Why is EPMV Not Popular?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-epmv\"><span class=\"ez-toc-section\" id=\"What_is_EPMV\"><\/span>What is EPMV?&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>EPMV stands for &#8216;Earnings per Thousand Visitors&#8217;<\/strong> and also called session revenue or session RPM. It&#8217;s used to calculate the overall revenue generated on your site for 1000 visitors including earnings from various ad networks, exchanges, and SSPs. Moreover, EPMV is calculated for the entire site. Hence, EPMV provides a birds-eye view of the publisher\u2019s earnings.<\/p>\n\n\n\n<h2 id=\"h-how-can-you-calculate-epmv\"><span class=\"ez-toc-section\" id=\"How_Can_You_Calculate_EPMV\"><\/span><strong>How Can You Calculate EPMV?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"800\" height=\"200\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/EPMV-formula.png\" alt=\"EPMV formula\" class=\"wp-image-12909\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/EPMV-formula.png 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/EPMV-formula-300x75.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/EPMV-formula-768x192.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/EPMV-formula-150x38.png 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure><\/div>\n\n\n\n<p>The formula for calculating EPMV is:<\/p>\n\n\n\n<p><em><strong>EMPV = (Total revenue generated)*1000 \/ (Total website visitors<\/strong><\/em><strong>)<\/strong><\/p>\n\n\n\n<p>Basically, you divide the total site earnings (from ads) by per thousand visitors. This will give the session revenue.<\/p>\n\n\n\n<p>Let\u2019s understand this with an example:<\/p>\n\n\n\n<p>Suppose a publisher made $1500 ($1000 by <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a> A and $500 by ad network B). This is from 1,000,000 visitors in the month of January. Going by the formula, the EPMV of the publisher will be $1500(1000\/1000000) = $1.5. Meaning, in January, the publisher made $1.5 for every 1000 visitors.<\/p>\n\n\n\n<p>Simply put, all the efforts put on by publisher to bring 1,000,000 visitors to their site, earned them $1.5 per thousand visitors.&nbsp;<\/p>\n\n\n\n<h2 id=\"h-what-s-the-difference-between-epmv-and-rpm\"><span class=\"ez-toc-section\" id=\"Whats_the_Difference_Between_EPMV_and_RPM\"><\/span>What&#8217;s the Difference Between EPMV and RPM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>EPMV is often confused with <a href=\"https:\/\/www.adpushup.com\/blog\/page-rpm-definition-calculator-and-tips-to-increase-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">RPM<\/a> and <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ecpm\/\">eCPM<\/a>.<\/p>\n\n\n\n<p>This is because all these are publisher-side metrics. But they serve different purposes and hence we use different equations to calculate them.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s break it down further to understand:<\/p>\n\n\n\n<ul><li>As you know, RPM stands for Revenue Per Mille whereas EPMV means Earnings Per Mille Visitors.<\/li><li>RPM or eCPM is calculated per 1000 pageviews. On the other hand, EPMV accounts for all visitors on the site during a period.<\/li><li>This makes RPM page-specific while EPMV gives a bigger picture, taking all visitors into consideration.<\/li><\/ul>\n\n\n\n<p><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/increase-adsense-rpm\/\" target=\"_blank\">You can increase RPM<\/a> by adding more ad units and placing flashy-intrusive ads. However, such practices can increase bounce rate, affecting the UX for a number of visitors and hence overall earnings.<\/p>\n\n\n\n<h3 id=\"h-session-rpm-vs-page-rpm\"><span class=\"ez-toc-section\" id=\"Session_RPM_vs_Page_RPM\"><\/span>Session RPM vs Page RPM<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/adsense\/answer\/112030?hl=en\" target=\"_blank\">AdSense uses page RPM<\/a> in its reporting. For most parts, <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/rpm-vs-cpm\/\" target=\"_blank\">it is a useful metric<\/a> to understand the performance of the ad units on webpages. However, measuring performance basis only ad units and fill rate does not give you the complete picture. <strong>This is why relying on just page RPM can be bad for publishers.<\/strong> And this is where the session RPM comes to the rescue.<\/p>\n\n\n\n<p>Let\u2019s take an example to better understand the benefits of session RPM:<\/p>\n\n\n\n<p>Suppose a website receives an average of 3 page views per visit and $5 RPM for each page. Now publisher adds 2 more add units to the page which increases the RPM to $7. However, let&#8217;s say the session page views reduce to 1.5. On calculating the EPMV, the publisher will see a decrease from $15 to $10.5. On a larger scale, this change will result in a loss for the publisher.<\/p>\n\n\n\n<h2 id=\"h-benefits-of-using-epmv-metric\"><span class=\"ez-toc-section\" id=\"Benefits_of_Using_EPMV_Metric\"><\/span>Benefits of Using EPMV Metric<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>EPMV is an effective parameter for publishers to get a holistic view of how their inventory is performing. It will give the publisher an idea of whether their efforts to drive traffic to their sites is benefiting them or not.<\/p>\n\n\n\n<p>Let&#8217;s suppose, you added more ad units to some of your webpages. Due to this, the revenue of those pages might increase. But again, adding too many ad units can increase bounce rate, too. Meaning, now those pages have fewer users with decreased session time. This change can lead to a decrease in overall revenue which can be detected by calculating EPMV.<\/p>\n\n\n\n<p><strong>Bad user experience can cause harm which is not immediately noticed by publishers.<\/strong> Hence, EPMV can help you stay on top of the earnings, user behavior (bounce rate and session timeout) and their co-relation as well.<\/p>\n\n\n\n<p>Moreover, it is recommended for publishers to monitor both session RPM and page RPM to get session-level and page-level data to monitor the performance of the inventory better.<\/p>\n\n\n\n<h2 id=\"h-why-is-epmv-not-popular\"><span class=\"ez-toc-section\" id=\"Why_is_EPMV_Not_Popular\"><\/span>Why is EPMV Not Popular?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This is because most publishers work with multiple ad networks and ad exchanges, who will only provide reporting about their own performance. Meaning, it usually requires additional effort to calculate the EPMV.<\/p>\n\n\n\n<p><strong>EPMV is one of the most useful metrics for publishers to understand their overall revenue and growth.<\/strong> It includes two absolute values, i.e., revenue and visitors, and provides an accurate function for the publisher\u2019s efforts. Some ad tech vendors have started showing their revenue in session RPM or EPMV. Even if your ad partner does not provide unified reporting or if you&#8217;re managing your own ad stack, it is pretty easy to calculate the EMPV on your own and will be well worth the effort.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>There are plenty of metrics to calculate ad revenue. Even so, ad tech is always adding more to improve its understanding of publisher earnings based on factors affecting profits (like sessions, page views, and users). In this post, we will discuss EPMV, a metric that can help publishers get a holistic view of their earnings.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":13012,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6447],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Understanding EPMV: The New North Star Metric for Publishers.<\/title>\n<meta name=\"description\" content=\"EPMV or &#039;Earnings Per Thousand Visitors&#039; is a composite metric that informs publishers at a glance, the overall health of their monetization strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/understanding-epmv-the-new-north-star-metric-for-publishers\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Understanding EPMV: The New North Star Metric for Publishers.\" \/>\n<meta name=\"twitter:description\" content=\"EPMV or &#039;Earnings Per Thousand Visitors&#039; is a composite metric that informs publishers at a glance, the overall health of their monetization strategy.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/08\/EPMV-1.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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