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Understanding your eCPM (effective cost per thousand impressions): Part 2 of 2

Two weeks ago, we shared a brief introduction to the basics of eCPM (aka, RPM), including how it’s calculated and what factors impact it. In the Part 1 video, AdSense optimization specialist Matthew Carpenter-Arevalo discusses key variables you can use to better understand eCPM performance, including CTR (clickthrough rate) and CPC (cost per click).

Today, we’ll go a couple steps further and discuss how user behavior impacts eCPM and show you tools that can help you better understand your users’ traffic patterns.

User behavior refers to how users interact with your site. Generally, there are two types of users:

  • Return users who continually come back to your site and spend more time engaging with your content
  • Unique users who are arriving at your site for the first time in search of specific information that your site may or may not have

It’s important to understand the make-up of your audience, because different types of users will interact in different ways with your website.

To track and analyze user behavior to help you make informed decisions about your site, we recommend integrating Google Analytics with your AdSense account, so you can see data at more specific levels and by regions. We also suggest setting up channels to understand how the ads across specific pages on your site are performing.

In Part 2 of this video series, Matthew explains how user behavior affects eCPM and provides helpful tools to further analyze your site’s traffic patterns. Take a look at the video below to learn more:

Thanks for following our two-part ‘Understanding your eCPM’ series. We hope you found the content useful, and that you now have a better understanding of the factors that influence your eCPM.

Inside AdSense

About the author

Blue Square Management are a web design and SEO Digital Marketing Agency based in Orpington and Bromley on the borders of South East London and Kent. We help businesses get more leads, increase sales and grow their businesses. Basically, Blue Square Management helps you get more phone calls and sell more products!We do by improving your search engine rankings and getting your found when people are looking for your products or services. We do this through online marketing, which includes SEO (Search Engine Optimisations), Local SEO, Web Design, PPC Management services, Online Reputation Management, Video Production Services, online Video Marketing and Social Media Marketing.Need help with your online marketing? Want more customers? Sell more products? Contact London & Kent's lead online digital marketing company, Blue Square Management to find out how we can help your business.