"Enable ad refresh, free incremental revenue"
Granted: time-and-viewability-gated refresh on a long-dwell page does generate genuinely incremental impressions from engaged readers.
The asterisk is the word "free." Refresh adds impressions to the same visitor, which mechanically lowers your RPM (more impressions, same revenue) even when total earnings rise.
🚩 Hidden variable: which metric you're judging by. People enable refresh, watch RPM drop, panic, and turn it off — killing real revenue because they compared the wrong number. Others watch revenue rise and miss that refresh impressions sell at a discount the buyers know is refreshed.
Compare session revenue before and after, on long-dwell pages only. Never judge refresh by RPM.
Not saying refresh is bad — saying RPM and revenue move opposite directions here, and you have to pick the right one.
The Network Myth
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"Enable ad refresh, free incremental revenue"
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