Key statistical metrics
The metrics you should pay attention to when analyzing revenue can be divided into basic, analytical, and 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 unit settings, category, or other restrictions.
- Technical errors occurred when calling the ad tag.
- Low show rate
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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. 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.
Possible problems
- There are no problems with page availability on your site and error codes 404, 502, 500, or 204 do not appear (to learn more, see Monitoring availability).
- 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.
- 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.
- 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.
- 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.
- Site quality: Improving the quality of your site noticeably affects impression cost and can help boost revenue.
- 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 website. You can experiment to achieve the results you want.Note. The location and design of ad units should not violate the Rules of participation and result in accidental clicks.
First of all, make sure that:
You also can:
In addition, the number of impressions may change due to seasonal fluctuations.
Ads on your site can have few clicks for several reasons:
The cost of impressions for an ad in the Yandex Advertising Network depends on the following factors:
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.
