Key statistical metrics
The metrics you want to look at when analyzing your ad revenue can be classified into basic, analytical, and monetary.
Basic
The main quantitative metrics of an ad unit:
- Requests: The number of valid requests 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 only means that the Yandex Advertising Network found an ad that meets the impression criteria, such as the CPM floor or category restrictions.
- Impressions: The number of impressions in which at least one pixel of the ad unit was in the viewable area of the screen.
- Viewable impressions: The number of impressions where at least 50% of the unit area is 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 how your revenue is calculated, 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 ratio of users who watched the video ad to the end out of all users who started watching it.
Try to keep these metrics as close to 100% as possible to maximize your ad revenue.
Low fill rate
- A low fill rate means there were problems when requesting and serving ads, for example:
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The network couldn't serve ads due to the high CPM floor in the unit settings, category, or other restrictions.
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There were technical errors with requesting the ad code.
- You can learn more about the reasons for a low fill rate and ways to increase it in Ad unit fill rate.
Low show rate and viewable impression rate
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A low show rate and low percentage of viewable impressions might mean 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, at the bottom of the page or somewhere else where the user needs to scroll down to view the content. Experiment with the positions of ad units on the page. The ad code does not load the ad quickly enough and users leave the page: for example, when the page has many elements, such as images, videos, large tables, and so on. This is often a problem with users who have 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 find the one that affects ad impressions Yandex.
Monetary
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RPM: The amount you earn 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 was in the visible area of the screen for at least two seconds. CPMV is calculated using the following formula:
To learn more about how to increase advertising revenue, see Increasing ad effectiveness.
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 that error codes 404, 502, 500, or 204 do not appear.
- Ads are displayed in most browsers. Yandex Metrica reports might help you. 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 can also:
- 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 ad impressions may change due to seasonal fluctuations.
The ads on my site have a low CTR
There are several reasons your site might have insufficient clicks:
- 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 too inconspicuous for users to notice them, 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, the unit position, and the number of ads.
The ads on my site have a low CPMV
The cost of serving an ad in the Yandex Advertising Network depends on the following factors:
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Site category: The cost of an impression depends on the ad's category. This is because the market keeps shifting, including the number of advertisers, their CTR, and ad price. Make sure you've enabled ads based on user interests. This expands the variety of ad categories served on your site.
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Site quality: Improving the quality of your site noticeably affects the 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 position and design for your ad units would depend on the layout and design of a particular site. To achieve the desired results, you can experiment.
Note
The layout and design of your ad units must not violate the requirements for placing ad units or cause 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 may decrease slightly during this time.
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