Understand Ad RPM, vRPM, eCPM and CTR

Performance rates describe a particular provider's reporting. Choose the provider before interpreting the figure. Brightstone does not blend several networks' traffic into one supposedly equivalent denominator.

Revenue per thousand

Metric	Brightstone calculation when supported
Ad RPM	Revenue ÷ provider page views × 1,000
Ad vRPM	Revenue ÷ provider visible views × 1,000
eCPM	Revenue ÷ provider impressions × 1,000
EPMV	Revenue ÷ Ezoic visits × 1,000

A provider must support the metric and supply a usable denominator. If either is missing, the rate can be unavailable. It is not automatically zero.

For example, Adsterra reporting supplies impressions rather than page views, so its impression-based eCPM should not be relabeled as page RPM.

Click-through and visibility

For AdsKeeper and MGID, Brightstone's provider performance CTR uses ad clicks divided by page views. Other supported providers use impressions when present, falling back to provider page views where applicable. Multiply the ratio by 100 to express a percentage.

Visible CTR uses clicks divided by visible views. Visibility for AdsKeeper/MGID uses visible views divided by page views; impression-based providers use viewable impressions divided by impressions when supported.

These definitions explain why two networks can show different percentages for the same website.

Compare carefully

Keep the provider, website, period and display currency consistent. Do not substitute GA4 views for a monetization provider's views or add the same observed page load across networks.

A falling rate can accompany stable traffic, but the rate alone does not establish the cause. Check revenue, the provider's own traffic measures and data freshness together.