Many publishers make a direct connection between the number of page views (which they can see on tools like Google Analytics) and their number of impressions. Unfortunately, it is not that simple. Indeed, if you place a unique ad unit on all of your pages, you could be tempted to deduct that 1000 pages views = 1000 impressions ( ad display).
Even with a CPM system, the number of page views rarely equals the number of impressions.
There can be many reasons for it:
Adblocking : a certain % of your visitors use adblocking softwares that prevents the displaying of ads on your website. These visitors do not earn you anything because they do not see the ads.
The browsing behaviors of your visitors: if a user is used to regularly browsing your website, he might go from one page to the other very quickly because he knows where to find the information or content he’s looking for. Therefore, there won’t be time for the ad to load and no impression will be counted.
The ad Visibility. An ad that isn’t visible to your audience is not interesting for advertisers as no one is exposed to it. Consequently, this ad will have a very poor performance (click rate, visibility,…). It is therefore counterproductive to place ad formats in your footer if your visitors never scroll there. Careful, this does not mean that you should forget about the “bottom” ad units. A bottom medium rectangle (below the waterline of your site) can be a great source of revenues if it is place in the middle of your sidebar and that reading your content forces the user to go that far on the page. You know your site better than anyone, but we also have professionals here to help design the perfect setup for your site! Contact your Customer Success Team anytime!
The Moneytizer pays all its publishers on a CPM basis. In spite of the obstacles to monetization that we have just listed, it is obvious that your traffic and your number of impressions are intimately linked. The more visitors you have on your site thanks to quality content, the more you will be paid thanks to the large number of impressions that your site generates :)