Profit Per View (PPV) in CPV tracker (CPV Lab or CPV One) measures the average net profit earned per impression (view). Unlike EPV, which only considers revenue, PPV subtracts costs, providing a clearer picture of profitability on a per-view basis.
Formula
PPV = (Revenue – Cost) ÷ Views
Why PPV Matters
- Profit Normalization: Tells you how much actual profit each impression generates.
- Campaign Viability: A positive PPV means every impression contributes profit, while a negative PPV means impressions are losing money.
- Scaling Confidence: High PPV campaigns can be scaled aggressively, as each view is profitable.
How CPV tracker (CPV Lab or CPV One) Tracks PPV
- Revenue is captured via pixels or S2S postbacks.
- Cost is recorded via macros or manual entry.
- Views are logged via impression tracking.
- CPV tracker (CPV Lab or CPV One) calculates PPV automatically and presents it in reports.
Example
Suppose you spend $400 to generate 20,000 views, earning $500 in revenue.
- Profit = $500 – $400 = $100
- PPV = 100 ÷ 20,000 = $0.005
This means each impression generates half a cent in profit.
Insights from PPV
- Positive PPV: Campaign is profitable per view and can be scaled.
- Negative PPV: Every impression is costing more than it earns—campaign should be optimized or paused.
- PPV by Placement: Some placements may show positive PPV even if the overall campaign is negative.
Reporting in CPV tracker (CPV Lab or CPV One)
- Campaign List: Shows PPV side by side with EPV and CPV.
- Trend Reports: Monitor PPV changes over time—declining PPV may indicate rising costs or ad fatigue.
- Token Reports: Evaluate PPV by placement, device, or geo to find profitable niches.
Best Practices
- Always evaluate PPV with EPV and CPV together.
- Use PPV to filter traffic sources—cut sources with consistently negative PPV.
- Set automation rules to pause placements if PPV falls below zero after a statistically significant sample size.
- Track PPV across different creatives—small changes can shift profitability.
Advanced Use Case
In high-volume CPM campaigns, PPV helps compare campaigns fairly. For example, two campaigns may have different CTR and CR, but PPV instantly reveals which one generates more profit per impression, making scaling decisions clearer.
In summary, PPV in CPV tracker (CPV Lab or CPV One) is the profitability metric per impression. It tells you if your views are actually making you money and is essential for optimizing CPM-based campaigns.
See also: EPV, CPV, eCPM, ROI
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