When comparing RPM performance or looking for opportunities to improve, you may want to look at your RPM on Monetized Traffic data. Some GA4 implementation methods can skew the standard RPM metric, and RPM on Monetized Traffic can be referenced as a more accurate view of how your ads are earning, especially when comparing across different sites.
While your standard RPM calculation is a measurement of how ads are earning across all of your sessions and pageviews that are tracked by GA4, RPM on Monetized Traffic measures only sessions and pageviews where ads successfully ran. Sometimes ads may not run for reasons such as technical errors, ad-blockers, bots, or short visits. As a result, RPM on Monetized Traffic may give you a clearer picture of how your ads are actually performing.
This feature lives in your Earnings Overview page and is available as a chart or table view. You can also toggle between Sessions and Pageviews using the Traffic Metric filter:
- When set to Sessions, you’ll see:
- RPM on Monetized Sessions
- % of Overall Sessions Monetized
- When set to Pageviews, you’ll see:
- RPM on Monetized Pageviews
- % of Overall Pageviews Monetized
RPM on Monetized Sessions/Pageviews: This is your RPM based only on traffic where Raptive’s internal tracking data shows that our ad code successfully ran.
% of Sessions/Pageviews Monetized: This shows how much of your overall traffic (tracked by GA4) is being monetized by ads. It’s calculated by comparing data from GA4 and Raptive’s internal tracking data. If the number looks off, here’s what to check:
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If the percentage is lower than expected: You may have more unmonetized pages than you realized, or something may be impacting your ads from running properly.
- Note: Even if you intend to run ads on all pages of your site, you’ll likely be monetizing less than 100% of pageviews. As noted above, sometimes ads may not run for reasons such as technical errors, ad-blockers, bots, or short visits.
- If the percentage is over 100%: There could be an issue with your GA4 setup because this means that GA is counting fewer pageviews than we are through our internal tracking data. This could potentially happen if you choose to delay GA4.