Case: throttling cheap geos raised blended RPM $2.30

Case: throttling cheap geos raised blended RPM $2.30

Viral-content site, n=1, 45d. Tier-3 geo traffic (~$1.20 RPM) was 40% of sessions, dragging the blend. They cut paid acquisition to those geos and reinvested in Tier-1.

Tier-1 share 46% → 68% of sessions
Blended session RPM $6.10 ▮▮ → $8.40 ▮▮▮
Total sessions -12% | total revenue +21%

Fewer, richer sessions beat more, cheaper ones. Revenue is sessions × RPM, and RPM won.

So what: not all traffic is worth monetizing. ▲37.7% blended RPM