RPM
RPM (Revenue Per Mille) is revenue per 1000 impressions, events, or sessions. It's close to eCPM but used more broadly — not just for ad impressions, but for any traffic monetization: a push subscriber base, PWA sessions, or affiliate feed output.
RPM vs. eCPM
The formula is similar — (revenue / volume) × 1000 — but RPM is usually calculated on the publisher/traffic-owner side and isn't strictly tied to ad impressions: it might be revenue per 1000 PWA sessions or per 1000 pushes sent. eCPM, by contrast, is specifically about ad impressions.
RPM in PWA arbitrage
Buyers compare RPM across traffic streams — geos, verticals, push segments — to see where budget works hardest for the same traffic volume. APEX's push analytics (opens, conversions, revenue by segment) supplies the numbers for that comparison without manually reconciling data from several separate systems.
FAQ
- Should RPM be calculated overall or by segment?
- By segment — geo, source, base segment — makes more sense; an overall average RPM blends strong and weak streams together and hides exactly where money is actually being left on the table.
- Can RPM replace ROI as a profitability metric?
- No, they measure different things: RPM shows revenue per traffic volume without accounting for cost, while ROI shows actual profitability after costs. Judge a campaign's profitability by ROI; treat RPM as a supporting metric for comparing sources.
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