Stop staring at "page RPM" — it's lying to you
Everyone optimizes page RPM. But page RPM hides where the money actually is.
Thing is, page RPM goes UP if you remove low-value units (fewer impressions, higher avg) even when total revenue drops. I 'improved' page RPM 20% once and made less money. Felt great, paid worse.
Watch impression RPM AND total revenue side by side. Page RPM is a vanity ratio.
The metric that pays your rent is revenue per session, not per page. Track that instead.
AdSense Trenches
@AdSenseTrenches
Stop staring at "page RPM" — it's lying to you
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