Understanding Your Revenue Reports
Learn how to read and interpret your revenue reports to make data-driven optimization decisions that increase your ad earnings.
Key Metrics Explained
Impressions
Number of times an ad was displayed on your site
Why it matters: Volume indicator - shows your inventory scale
Revenue
Total earnings from ad impressions
Why it matters: Your bottom line - what you actually earn
CPM
Cost per thousand impressions (Revenue / Impressions × 1000)
Why it matters: Value indicator - how much advertisers pay for your inventory
eCPM
Effective CPM accounting for fill rate
Why it matters: True value - accounts for unfilled impressions
Fill Rate
Percentage of ad requests that resulted in an ad
Why it matters: Efficiency - shows demand for your inventory
Viewability
Percentage of ads that met MRC viewability standards
Why it matters: Quality - affects CPMs and advertiser demand
Report Types
| Report | Description | Best For |
|---|---|---|
| Daily Summary | High-level overview of daily performance | Quick daily check-ins |
| Ad Unit Report | Performance breakdown by ad unit | Identify top/bottom performers |
| Device Report | Desktop vs mobile vs tablet breakdown | Optimize for device types |
| Geographic Report | Revenue by country/region | Understand audience value |
| Demand Partner Report | Performance by SSP/bidder | Optimize partner mix |
How to Analyze Your Data
1. Establish Baselines
Before making changes, understand your current performance. Track these for at least 2 weeks:
- Average daily revenue
- Average CPM by ad unit
- Fill rate trends
- Viewability rates
2. Identify Patterns
Look for trends in your data:
- Day-of-week patterns (weekdays vs weekends)
- Time-of-day performance
- Seasonal trends
- Traffic source impact on CPMs
3. Find Optimization Opportunities
Use data to identify areas for improvement:
- Low viewability ad units → adjust placement
- Low fill rate → add demand partners
- Low CPM regions → consider geo-targeting
- Underperforming bidders → remove or replace
Pro Tip: Set Up Alerts
Configure alerts for significant changes in key metrics. Get notified when revenue drops more than 20% or fill rate falls below your threshold. Early detection helps you respond quickly to issues.
Need Help Interpreting Your Data?
Our analytics team can help you understand your reports and identify optimization opportunities.