Key statistical metrics

The metrics you should pay attention to when analyzing revenue can be divided into basic, analytical, and monetary.

  1. Basic
  2. Analytical
  3. Monetary

Basic

The main quantitative metrics of an ad unit:

  • Requests: The number of correct ad tags calls on the site.
  • Served impressions: The number of times when the Yandex Advertising Network selected an ad for an impression in response to a request. A served impression does not mean the ad was displayed on your resource. This means only that Yandex Advertising Network found an ad that meets the impression criteria: price floor, category restrictions, and so on.
  • 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 that meet the following criteria: at least 50% of the ad unit area is in the viewable area of the screen for at least two seconds.
  • Clicks (Yandex Direct): The number of clicks on Yandex Direct ads.

The partner gets remuneration only for viewable ad unit impressions. To learn more about how remuneration is calculated, see Documents and payments.

Analytical

Analytical metrics help identify problems when displaying ads.

  • Fill rate: The ratio of the number of served impressions to the number of requests (as a percentage).
  • Show rate: The ratio of the number of impressions to the number of served impressions (as a percentage).
  • Show rate (viewable):The ratio of the number of viewable impressions to the number of served impressions (as a percentage).

To maximize revenue, these metrics should approach 100%.

Low Fill rate

A low fill rate means there were problems when requesting and serving ads, for example:

  • The network couldn't serve ads due to the high CPM floor in the traffic management strategy, category, or other restrictions.
  • Technical errors occurred when calling the ad tag.
You can read more about the reasons for the low fill rate and ways to increase it in ad unit fill rate.
Low show rate

A low show rate means that for some reason the user did not see the ad unit:

Possible reason Recommendations
The ad is displayed outside the visible part of the site: for example, when ads are positioned at the end of the page or on a part of the page that is not seen on the screen without scrolling. Experiment with the positions of ad units on the page.
The ad tag 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. Determine the reason why the page loads slowly and fix the problem.
There was a conflict between the ad tag and other scripts on the page. One by one, disable all scripts on the page to identify the one that affects the display of Yandex ads.

Monetary

  • RPM is the cost per one thousand requests of all units, including those for which no ad was selected. It is calculated using the following formula:

  • eCPM Served is the cost of one thousand served impressions. It is calculated using the following formula:

  • eCPM is the cost of one thousand ad unit impressions in which at least one pixel of the ad unit was in the viewable area of the screen. It is calculated using the following formula:

  • CPMV is the cost per one thousand viewable impressions of an ad unit. An impression is considered viewable if at least 50% of the ad unit area is in the viewable area of the screen for at least 2 seconds. CPMV is calculated using the following formula:

To learn more about how to increase revenue, see Increasing ad efficiency.