How to balance your site UX and Ad Revenue
A 'value exchange' between consumers and a company is a key to a long-term success for every business. For digital publishers using ad monetization, the task is even more complicated - they have to simultaneously provide their audience with quality content in a friendly environment, increase own revenue, and satisfy advertisers' expectations. Without necessary data and metrics, publishers often try to maximize their revenue by implementing ad units, page layouts, and bidders that promise higher CPMs but at the end damage website UX. As a result, visitors consume less content and publishers are forced to invest in acquiring more traffic to prevent revenue decline. However, increasing revenue with visitors that are already on your site is a more effective growth strategy.
With Prebid Analytics, you finally get a technical ability to properly measure how your efforts to improving website UX affect your ad revenue (or vice versa). New IMPRESSIONS PER SESSION and SESSION REVENUE metrics provide you with a clear understanding of how your visitors' behavior and monetization strategy affect each other. The IMPRESSIONS PER SESSION metric shows an average number of impressions per one visitor. It's a good indicator of how many pages a user views in one session. In turn, the SESSION REVENUE metric provides you with information on how much revenue a visitor generates. The metric shows revenue per thousand sessions for easier analysis and comparison.
These metrics are available in Prebid Analytics by Roxot without any additional development work or config updates required from your side. Just build a prebid.js v.0.27.01 or later with our adapter and implement it on your site.
Analyze the effect of a new website design or an updated ads layout on your revenue
No secret UX greatly affects your ad revenue. Visitor's experience with a site is shaped by numerous factors including your website design, number of ad units on a page, ad sizes and ad layouts used, and many more. Before, you couldn't connect you visitor's data with header bidding performance - most of the optimizations and redesigns were made blindly. Now you have a powerful indicator of how design updates affect your revenue.

Go to the Site Dashboard of a site you want to analyze. The IMPRESSIONS PER SESSION and SESSION REVENUE metrics are located at the top. Switch between different time periods to compare the performance of your prebid.js before and after design updates.
Alternatively, you can use Statistics to conduct more detailed analysis. Go to Statistics and create a report for a time period that includes events happened before and after the updates. This way you will be able to analyze the dynamic of changes in your prebid.js performance. Using Hourly Grouping by Time instead of Daily will make your analysis even more granular. Next, filter by site you made design changes to, check Group By Session in Grouping, and choose available metrics.
With the IMPRESSIONS PER SESSION and SESSION REVENUE metrics, you can make quick conclusions about the effect of design changes on prebid.js performance. If the number of impressions per session and revenue per session have been increasing, chances are visitors are viewing more pages on your site and/or scroll further (in case you use lazy loading). Now you are able to make data-driven decisions and implement design or layout changes without risking losing money in the long-term. With SESSION REVENUE and IMPRESSIONS PER SESSION you get a complete visibility into how your visitor's behavior is changing and affecting your prebid.js performance.
Analyze effect of a new bidder on your UX and revenue
Adding a new bidder in your prebid.js and analyzing its incremental value is a complex task the most advanced AdOps pros are racking their brains over. Besides direct monetary value a new bidder might bring, it might negatively affect your website UX with increased prebid.js latency, low-quality ads, inbanner videos, mobile redirects, etc.

After a new bidder is implemented, pay close attention to the SESSION REVENUE and IMPRESSIONS PER SESSION metrics on the Site Dashboard. If a new bidder has increased latency or displays low-quality ads, your visitors would be annoyed and consume less content.

As a result, your site's number of impressions per one visit and revenue per thousand sessions would decrease meaning that you start losing money on existing visitors. Most likely you won't see a drastic drop immediately after implementing a new bidder - analyze these metrics for at least a couple of weeks.
The brand-new SESSION REVENUE and IMPRESSIONS PER SESSION metrics are powerful analytics tools that provide you with necessary insights to accurately measure incremental value of any website and/or prebid.js optimizations and balance between friendly UX and maximum revenue. Make them a part of your daily analytics workflow and maximize revenue from visitors that are already on your site instead of investing in acquiring new users.
Getting started
Request a demo and one of our Publisher Relationship Managers will give you access to Prebid Analytics and walk you through the product.
Made on
Tilda