Key statistical metrics
The metrics you should pay attention to when analyzing advertising revenue can be divided into basic, analytical, and monetary.
Basic
The main quantitative metrics of an ad unit:
- Requests: The number of valid calls of the ad code on the site.
- Served impressions: The number of events when the Yandex Advertising Network served an impression in response to a request. A served impression does not mean the ad was displayed on your resource. This means only that the Yandex Advertising Network found an ad that meets the impression criteria, such as the cost floor or category restrictions.
- Impressions: The number of impressions where at least one pixel of the ad unit was in the visible area of the screen.
- Viewable impressions: The number of impressions where at least 50% of the unit area was in the visible area of the screen for at least two seconds.
- Clicks (Yandex Direct): The number of clicks on Yandex Direct ads.
The partner is paid only for viewable ad unit impressions. To learn more about revenue calculation, see Documents and payments.
Analytical
Analytical metrics help identify problems when displaying ads.
- Fill rate: The percentage ratio of served impressions to ad requests.
- Show rate: The percentage ratio of impressions to served impressions.
- Show rate (viewable): The percentage ratio of viewable impressions to served impressions.
- Full view rate: The percentage of users who watched the video ad to the end out of all users who started watching it.
To maximize your advertising revenue, these metrics should be close to 100%.
Low Fill rate
- A low fill rate indicates issues with requesting or serving ads, for example:
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The network couldn't serve ads due to a high CPM floor in the ad unit settings, category, or other restrictions.
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Technical errors occurred when calling the ad code.
- To learn more about the reasons for a low fill rate and ways to increase it, see Fill rate.
Low show rate and percentage of viewable impressions
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A low show rate and low percentage of viewable impressions might indicate that the user did not see the ad unit for some reason.
Possible reason Recommendations The ad is displayed outside the visible area of the site; for example, when ads are positioned at the bottom of the page or somewhere else where the user needs to scroll down to view the content. Experiment with different placements on the page. The ad code does not load the ad quickly enough before the user leaves the page: for example, when a page contains a lot of elements like images, videos, large tables, and so on. This problem occurs most often for users with a slow internet connection. Identify the reason why the page loads slowly and resolve the issue. There was a conflict between the ad code and other scripts on the page. Disable all scripts on the page one-by-one to identify the one that affects Yandex ad impressions.
Monetary
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RPM: The cost per one thousand requests of all ad units, including those for which no impressions were served. It is calculated using the following formula:
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eCPM Served: The cost of one thousand served impressions. It is calculated using the following formula:
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eCPM: The cost of one thousand ad unit impressions where at least one pixel of the ad unit appeared in the visible area of the screen. It is calculated using the following formula:
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CPMV: The cost of one thousand viewable impressions of the ad unit. An impression is considered viewable if at least 50% of the ad unit area is in the visible area of the screen for at least 2 seconds. CPMV is calculated using the following formula:
To learn more about how you can increase your ad revenue, see Increasing ad efficiency.
Possible problems
The ads on my site have a low number of impressions
First of all, make sure that:
- There are no problems with page availability on your site and error codes 404, 502, 500, or 204 do not appear.
- The ads are being displayed in most browsers. To do this, see Yandex Metrica reports. Also check the percentage of viewable impressions.
- The minimum CPM floor for ad units is not too high. If the value is too high and you have not inserted code for your own ads, this could lead to fewer ad impressions.
You also can:
- Check the list of blocked domains: A large number of blocked domains could lead to fewer impressions.
- Install the latest ad code version using the visual ad unit builder. We don't recommend modifying ad code variables on your own.
In addition, the number of impressions may change due to seasonal fluctuations.
The ads on my site have a low CTR
Ads on your site can have few clicks for several reasons:
- The site has been provided with broadly-themed ads because its pages are inaccessible to indexing by the Yandex Advertising Network robot. The CTR for ads that match the context of site pages is higher than the CTR for broadly-themed ads.
- The site is not enabled for behavioral targeting. Enabling the display of ads based on user interests can increase the CTR.
- Ad units are ineffectively positioned: they are unnoticeable to users or distract from the main content of the page. Analyze positions of the elements that attract the most clicks.
- The design of ad units was poorly chosen, ads are barely discernible, or there are too many of them. Experiment with the parameters: the format, position of the unit, and the number of ads.
The ads on my site have a low CPMV
The cost of impressions for an ad in the Yandex Advertising Network depends on the following factors:
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Site theme: The cost of an impression depends on the ad's theme. This is because the market keeps shifting, including the number of advertisers, their CTR, and ad price. Make sure that ad targeting based on user interests is enabled, because it helps expand the list of ad categories on your site.
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Site quality: Improving the quality of your site noticeably affects impression cost and can help boost revenue.
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Location and design of ad units: The visibility of your ad units is taken into account when calculating the CPMV, so try placing them in a way that makes them noticeable to users. The optimal location and design for your ad units depend on the layout and design of the particular site. You can experiment to achieve the results you want.
Note
The location and design of ad units should not violate the requirements for placing ad units and result in accidental clicks.
Number of clicks/impressions in statistics has decreased
Invalid clicks and impressions (malicious or erroneous) may be removed from the clicks and impressions statistics. The filtration process takes from two days to a month, therefore some indicators in the statistics in this time may slightly decrease.
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