[Inside AdSense] Understanding your eCPM (effective cost per thousand impress...

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:

http://www.youtube.com/watch?v=5XHtelRoJHM

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.

Posted by Meredith Blackwell - Inside AdSense team

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Posted By Inside AdSense Team to Inside AdSense at 2/24/2011 08:31:00 AM

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