EPV (Earnings Per View) in CPV tracker (CPV Lab or CPV One) measures the average revenue earned for each impression (view) of your ad. While revenue shows the total money generated, EPV normalizes it against the number of views, allowing you to understand how much each impression is worth. This is especially useful in CPM-based campaigns, where impressions are the primary unit purchased.
Formula
EPV = Revenue ÷ Views
Why EPV Matters
- Revenue Efficiency: Shows how much money you’re generating for every impression delivered.
- Comparability: Allows you to compare performance across campaigns, even if impression volumes differ.
- Optimization Signal: When paired with CPV (Cost Per View), EPV tells you whether impressions are profitable (EPV > CPV = profitable).
How CPV tracker (CPV Lab or CPV One) Tracks EPV
- Revenue is captured via pixels or S2S postbacks.
- Views are logged through impression tracking macros.
- CPV tracker (CPV Lab or CPV One) divides the two automatically and displays EPV in campaign reports.
Example
Suppose you run a native ad campaign that generates:
- 50,000 views
- $200 in revenue
EPV = 200 ÷ 50,000 = $0.004 per view
This means every impression contributes $0.004 to revenue. If your CPV is $0.003, the campaign is profitable.
Insights from EPV
- High EPV, High CPV: You may still be profitable but margins are tight.
- Low EPV, Low CPV: Campaign is cheap to run, but revenue per view is weak. Scaling may not be worthwhile.
- Rising EPV Trends: Indicates creatives or targeting are improving revenue efficiency.
Reporting in CPV tracker (CPV Lab or CPV One)
- Campaign List View: Quick check for EPV at a glance.
- Funnel Reports: Combine EPV with CTR to see if impressions are converting to clicks effectively.
- Token Reports: Identify which placements or publishers deliver the highest EPV.
Best Practices
- Always analyze EPV in relation to CPV—looking at EPV alone doesn’t reveal profitability.
- Segment EPV by device, geo, and placement for granular insights.
- Use EPV as a diagnostic metric—if EPV is too low, test new creatives or higher-paying offers.
- Compare EPV over time to detect ad fatigue or market shifts.
In summary, EPV in CPV tracker (CPV Lab or CPV One) is the revenue normalization metric for impression-based campaigns. It helps marketers understand the true value of each view and determine whether impressions are translating into meaningful income.
See also: CPV, PPV, eCPM, ROI
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