Playbook: Tag first-look vs refreshed impressions

Playbook: Tag first-look vs refreshed impressions
What it does: separates fresh impressions from refreshed ones so you can see the real CPM decay.

Setup (effort 2/5):
— Set a GPT key-value: refresh=0 on first render, increment on each refresh.
— In GAM, build a report dimensioned by that key. Now you see CPM per refresh cycle.
— Typical pattern: refresh #1 holds 70% of first-look CPM, #3 drops to ~40%.
— Cut the refresh cap at the cycle where CPM falls below your floor — usually #4 or #5.
— Without this tag you're flying blind on whether refresh is helping or diluting.

RPM lift seen: not a lift itself — it's the measurement that makes refresh tuning possible.

Pros: turns refresh from guesswork into data. Cons: needs GAM reporting comfort.

Lift: ★★★★☆ — Risk: ★☆☆☆☆
Best for: anyone running ad refresh. Mandatory before you trust any refresh RPM number. Skip if you don't refresh.