<b>"My RPM fell as my traffic grew"</b>
Classic. You probably didn't get worse — your traffic got more mobile.
Scaling usually means more social and search discovery, which skews mobile and skews shallower. Mobile units have less screen real estate, lower viewability on fast scrolls, and fewer high-CPM sidebar slots. So a site can double sessions, hold revenue flat, and watch RPM "decline" — when revenue per <i>session</i> barely moved.
🚩 Hidden variable: the device-mix shift hiding inside your growth. Desktop can out-earn mobile 2-3x per pageview; growing the mobile share dilutes blended RPM by arithmetic alone.
Segment RPM by device before concluding the network or your content declined.
Not saying falling RPM is always fine — saying growth that adds mobile share will lower blended RPM even when nothing got worse.
The Network Myth
@NetworkMythHQ
<b>"My RPM fell as my traffic grew"</b>
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