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What's the difference between CPMs, RPMs, and EPMV
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They are actually quite different, and knowing the difference is vital to improving website revenue
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You can think of these three metrics as a pyramid. CPMs are the foundation of that pyramid
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CPMs are the advertiser cost of putting a thousand ad impressions on a page
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CPMs are revenue per 1,000 page views earned by a publisher. This is a measure that is calculated by dividing estimated earnings by 1,000 page views
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A website's average RPM includes the cumulative total of all the CPMs on the page views used
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in the RPM calculation. EPMV, or Earnings Per Thousand Visitors, is the total revenue earned per 1,000 sessions
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or visits. EPMV accounts for the impact of UX on revenue, like multiple page views during a single visit
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This gives you a clear picture of the revenue a site earns per visitor
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It can account for the impact of an ad causing a visitor to bounce, thus limiting the total
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revenue they could have earned had they visited multiple pages. RPM simply calculates total page views, so doesn't account for the value of each visitor
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In this example, you can see how an article with a higher RPM actually generates less
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total revenue than the article with a lower RPM. Why? The landing page with a $10 RPM averages a higher number of page views per visit
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If you only focus on RPMs, you might think the other landing page generates more actual
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revenue, but you'd be wrong. That's why EPMV is the most accurate way of evaluating how much a site earns per visitor
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and why it should always be used when optimizing a website instead of RPMs or CPMs
