Our mission at Mediavine is to help bloggers build sustainable businesses, and we offer many tools to help you increase your earnings as well as your traffic. The Mediavine Dashboard is one of the most powerful tools we offer you, and the section that includes page level reporting can really be a game-changer for your business.
You can use page-level data to improve your performance, but in this article we are specifically looking at impressions per page, what they are, and how to use them.
Impressions Per Page
Note that this is NOT the number of ad units or ad slots on a page, but the number of impressions served. That includes:
in-content ads served
sidebar ads served
adhesion units served
video impressions served
recipe or DIY card impressions served
Basically, this number is accounting for all the ads a reader is served on the page.
If it seems high, that’s actually a good thing. A VERY good thing. If it’s too low, it’s a bad thing. We think this is probably the most useful metric of the entire report because you’ll have the most control over it.
High Impressions Per Page
The data in this table defaults to being sorted by views, highest to lowest. that lets you start by evaluating the posts that are seeing the bulk of your traffic.
High numbers of impressions served to readers mean that you probably have really well-optimized content, and because this number includes refreshes, high numbers can also indicate that readers are spending more time on your site.
You can use the arrows in each column of this table to adjust the sort from highest to lowest or lowest to highest. Remember that we are pulling in your top 100 posts, so if you sort using a metric other than 'Views' you will want to also be sure you are spending time working on content that is actually seeing traffic, so have an eye on the Views column as you work.
Skip over things like your home page (unless it's in your top 10 and you really want to change your ad strategy there in a meaningful way), as well as things like print pages that don't really need optimizing, and focus on your actual content.
Questions to Ask
Do you have a popular post that is serving a low number of impressions?
Is it well-optimized?
If it is, why are the impressions low?
Are readers using a tool like jump-to-recipe or a table of contents to skip the content?
If yes, how can we optimize the parts of the content that they are actually seeing?
Have you looked at and used your site on mobile?
Do you have an aggressive opt-in that is encouraging readers to click away?
Are you giving them an action item that causes them to pause early in the content?
Is your most valuable content too high up in the post?