We begin the Beginners series. One of the basic clues for optimisation is statistics analysis. However, to interpret them correctly and to draw right conclusions one has to know what do the indicators represent.

The basic statistics indicators are:

CTR (Click-through rate) - the number of clicks by the number of impressions.

For example an ad is displayed 1000 times and gets 45 clicks. CTR is calculated as follows: (45/1000)*100%. CTR amounts to 4.5%.

CPC (Cost Per Click) - average sum that you earn from each click.

For example throughout the last hour a Publisher had 3 clicks for PLN 0.24, 0.42  and 0.17. The average CPC is calculated as follows: (24+46+17)/3. CPC amounts to PLN 0.29.

eCPM (Effective Cost Per Mille) - effective cost for a thousand impressions. It is calculated by dividing the total earnings by the number of impressions in thousands. This indicator is very important when it comes to comparing earnings from different channels.

In other words this indicator shows how much the Publisher would earn if the sold ads in the CPM model.

If the Publisher earns PLN 200 on 60,000 impressions of an ad, eCPM is calculated as follows: PLN240/60. eCPM amounts to PLN 4.

We hope that this information will help you and encourage you to daily statistics analysis. Statistics analysis is the first step to higher earnings.