Key Metrics Explained

Definitions and formulas for every metric in your Advlume dashboard — impressions, revenue, eCPM, fill rate, viewability rate, bid density, and RPM.

This article defines the core metrics you will see in your Advlume dashboard and reports, explains how each is calculated, and describes what influences them.

Impressions

What it is: The count of individual ad creatives rendered on your pages within the selected period.

How it is counted: An impression is recorded when GAM fires a slotRenderEnded event with a non-empty creative. Collapsed slots (where no buyer filled the placement) do not count as impressions.

What affects it: Page views, number of ad units per page, fill rate, and whether lazy-loaded slots were scrolled into view.

Revenue (USD)

What it is: The gross revenue in US dollars earned from all impressions in the period, as recorded in Google Ad Manager.

How it is calculated: The sum of all winning bid prices (CPMs × impressions ÷ 1000) across all demand channels, reconciled by GAM.

What affects it: Impression volume, eCPM, fill rate, demand competition, time of year (Q4 typically has higher CPMs due to increased advertiser budgets), and IVT deductions.

eCPM (Effective CPM)

What it is: Effective cost per thousand impressions — a normalised measure of how much revenue each 1,000 impressions generates on average.

Formula:

eCPM = (Revenue / Impressions) × 1000

What affects it: Ad format (video commands higher eCPMs than banner), geography (US/UK/DE tend to have higher rates), audience quality, ad density (fewer competing units on the same page often yields higher per-unit eCPMs), viewability, and the mix of demand channels active on your inventory.

Typical ranges: Banner eCPMs of $0.50–$3 are common for general content in tier-2 geos; $2–$8 for premium content or tier-1 geos; $5–$30+ for video.

Fill rate

What it is: The percentage of ad opportunities that resulted in a paid impression.

Formula:

Fill rate = Impressions / Ad requests × 100

What affects it: Audience geography (some DSPs don't bid in all countries), ad size (niche sizes have fewer buyers), floor price settings, IVT (high IVT can suppress bids), and demand partner coverage.

Note: Fill rate is not directly displayed in the current dashboard but can be inferred by comparing impressions to page views if you have an analytics platform connected.

Viewability rate

What it is: The percentage of impressions that met the IAB viewability standard — at least 50% of the ad in view for 1 continuous second.

Why it matters: Many demand partners apply viewability multipliers to their bids. A slot with consistently high viewability will attract higher CPMs over time because buyers see it as a reliable placement.

What affects it: Ad placement (above the fold slots are always more viewable), page layout, scroll depth of a typical visitor, and whether slow-loading content pushes ads below the fold.

Bid density

What it is: The average number of valid bids received per auction. Higher bid density means more competition, which drives up CPMs.

What affects it: Number of active demand partners, audience geography, content category, page load speed (slow pages may cause bidders to time out), and user ID availability (known users attract more bids).

RPM (Revenue per thousand page views)

What it is: A broader monetisation efficiency metric that accounts for both ad density and eCPM.

Formula:

RPM = (Revenue / Page Views) × 1000

How to use it: RPM is useful for comparing monetisation across pages with different numbers of ad units. A page with three well-placed units at $2 eCPM earns more per visit than a page with one unit at $4 eCPM. RPM captures this.

Further reading

• Improving Your CPMs — practical steps to move each of these metrics in the right direction
• Reading Your Revenue Report — where to find these metrics in the dashboard
• Lazy Loading & Smart Refresh — how viewability is optimised by the wrapper