Evaluate placement quality beyond cheap CPM
Determine whether inexpensive impressions can produce valuable visits.
Compare the full chain
Placement A charges $5 CPM and produces 40 eligible visits from 20,000 impressions. Placement B charges $12 CPM and produces 240 visits from the same exposure. A costs $100 or $2.50 per visit. B costs $240 or $1 per visit.
Verify that a visit had a chance to convert
Check landing loads, time to render, and qualified actions by placement. If a high-click placement sends many visits that fail to load, improve measurement before assuming genuine interest. A low CPM is useful when the reach serves the actual campaign objective.
Change one group at a time
Exclude or reduce a placement after collecting enough comparable evidence. Save the before-and-after placement mix so later changes in overall CTR can be interpreted correctly. For awareness campaigns, retain appropriate exposure and reach measures in addition to traffic.
Try a related tool
Measure clicks per impression. Use the same click type, placement scope, and date range across comparisons.
