Case: cutting 2 ad units RAISED revenue
EPMV = earnings per thousand visitors, counts the whole session not one pageview. Lifestyle site, n=1, 35d test, 9 units → 7 units.
Page RPM $11.20 → $10.10 (looks like a loss)
Pages/session 2.3 → 2.9
EPMV $25.80 ▮▮▮▮▮ → $29.30 ▮▮▮▮▮▮
Fewer ads cut page friction; readers viewed more pages, lifting whole-session value even as per-page RPM dipped.
So what: optimize EPMV, not page RPM, or you'll cut the wrong units. ▲13.6% EPMV
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Case: cutting 2 ad units RAISED revenue
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