<b>40% US traffic can carry 75% of revenue. Geo mix beats geo volume.</b>

<b>40% US traffic can carry 75% of revenue. Geo mix beats geo volume.</b>

Revenue share vs traffic share, illustrative mixed-geo site:
— US traffic 40% / rev 74% ▮▮▮▮▮▮▮▮▮
— UK/CA/AU traffic 18% / rev 16% ▮▮
— W.Europe traffic 17% / rev 7% ▮
— Tier-3 traffic 25% / rev 3% ▮

A Tier-1 visitor can be worth 15-25× a Tier-3 one. Aggregate RPM is just a weighted average hiding this.

So what: segment RPM by geo before judging it. A 'low RPM' site is often a Tier-3 traffic problem, not an ad-setup problem. ▲ US visitor ≈ 20× Tier-3.