Optimizing for EPMV vs session RPM: which metric to trust

Optimizing for EPMV vs session RPM: which metric to trust

Benchmark drop. Two layouts, opposite verdicts by metric (n=70 sites):

— Layout A: session RPM $▮▮▮▮▮▮▮ 15.0, pages/session 1.4
— Layout B: session RPM $▮▮▮▮▮ 12.0, pages/session 2.3

Session RPM picks A. But EPMV (earnings per 1000 visitors, counts the whole visit) picks B — more pageviews per visitor compounds total revenue even at lower per-session RPM.

Session RPM rewards squeezing one visit; EPMV rewards keeping users browsing. Chase session RPM and you'll over-densify and kill depth. EPMV is the metric that aligns money with retention.

So what: Optimizing to EPMV not session RPM — total visitor revenue ▲ 9%, pages/session ▲ 64%.