Hi Everyone...
The performance metrics are indicators of how well a program converts traffic to commission.
EPC: Earnings per 100 click – displayed when searching for programs
EPM: Earnings per 1000/ impressions – displayed when searching for graphical elements
The EPC values are displayed times 100. The EPM metric is only calculated if there are more than 100 000 impressions registered to a graphical element.
All metrics are based on data from the previous calendar month.
How are the different metrics calculated?
The average is calculated from the publisher base that got paid for that program. The 90th percentile is calculated from all publishers in that program.
The average is the sum of the earnings divided with the unique visitors, whereas the percentile is a rank, i.e. the actual value for the publisher that ranks 90th out of 100.
The values are calculated for 100 clicks and 1000 impressions.
What influences a program’s performance metric?
The main influences are the conversion, the tariff structure and the tariff levels. Other influences are traffic volumes in the program, what sectors and also in some cases what type of publisher that they are working with.
How should they be interpreted?
• They are calculated from the basis of the entire network and should not be taken literally for a specific publisher.
• The relative performance of programs makes sense the more similar programs are to one another. Nor is it likely that you will reach a high EPC if your target group is not in line with that of the program.
• What if the average is higher than the 90th percentile? Then it is reasonable to assume that the top 10% of the sites are earning substantial amounts of the total program earnings.
• What if the 90th percentile is higher than the average? Then it is reasonable to assume that the top 10% of sites that earn from the program play a proportionally lesser part of the total.
• Most of all it is important to understand that the values are only indicative!
• If the paid average is at a reasonable level and the 90th substantially larger than the paid average, it is reasonable to expect that (if the program category applies to your target group) it is would not be too difficult to earn well from the program
• How should zero values be interpreted? If the 90th is zero but the paid average has a value, this can mean that the program has many sites and therefore the 90th falls short of being an “active site”. It could also mean that relatively few sites generate revenue within the program.
• If the paid average has a zero value, but the 90th has a larger than zero value. Paid average means that no publisher has been paid for the program, so this means that it’s probably a new program, a poor converter or that there is something wrong with the tariff structure. If the 90th still has a value it means that some sites still generate revenue within the program, but that they are new to the program.
• EPM and graphical element search; some graphical elements display extreme value. These can in most circumstances be derived from the fact that there are relatively few clicks but some significant sales attributed to the graphical element in question. Even more than for programs, do not take these values as facts. But evaluate them as one piece of information among other.
• EPM and graphical element search; as there are fewer users per graphical elements there tend to be more “0” values on the 90th percentile calculation, than is the case for programs.
Why do we publish it?
We believe in transparency as a company. Transparency will minimize the “waste” of traffic within the network and allow for everybody to compete on a level playing field,.
Why it is not published for all programs?
Some programs are new to the network and therefore we don’t have enough data to support a calculation. Some advertisers cannot give out information that can be considered financial.
I hope the above information has helped.
Many Thanks
Andy Andreou
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