Standard analytics tools tell you how many people visited your site; Big Data Analytics (BDA) tells you how much those visits were worth and why. By tying revenue directly to every traffic metric, BDA provides a transparent view of your digital property.
Before diving into reports, it is important to understand how to manipulate the data to find the insights you need.
Ezoic Platform vs. Old Site: You can toggle between these two views. "Ezoic Platform" shows data for traffic routed through Ezoic, while "Old Site" shows traffic not yet showing Ezoic ads—perfect for baseline comparisons.
Time Management: Change date ranges or run "Compare" reports to see how your site performed this month versus the same period last year.
Granular Segments: Add segments to any report to isolate specific traffic sources, devices, audience locations, or user types.
Customizable Graphs: On any report, you can change the metrics displayed in the visual graph to compare things like EPMV versus Engaged Time.
Data Portability: Use the Export buttons found on every page to download your data for offline analysis or board-level reporting.
Revenue Overview: This is your primary financial health check. It highlights total revenue and EPMV over time, making it the perfect tool for measuring the success of a new content strategy.
Traffic Overview: Provides a high-level snapshot of your traffic trends. Use this to identify growth patterns or sudden dips in audience volume.
Audience Location: Not all traffic is valued equally by advertisers. This report shows the EPMV of users from different countries, allowing you to target high-value geographic regions.
New vs. Returning Visitors: A healthy business relies on retention. If your returning visitor rate is low, it may be time to implement a newsletter or push notification strategy to bring users back.
Page Details (Word Count): Assess how article length affects engagement and Page RPM. If your 1,000-word articles earn more than your 3,000-word deep dives, you can adjust your editorial resources accordingly.
Author Metrics: Treat your writers like a sales team. See which authors are producing the content that drives the highest user engagement and revenue.
Categories: Identify your most profitable verticals. Use this to decide which content niches to expand and where to focus your promotional efforts.
Device: See the breakdown between mobile and desktop users. This is critical for ensuring your ad layout is optimized for the screen size your audience uses most.
Traffic Sources: Measure the ROI of your different traffic channels. You may find that 5,000 visitors from Organic Search are more valuable than 50,000 from a specific social media platform.
User Experience: Monitor the impact of site changes. Track metrics like Bounce Rate, Engaged Time per Visit, and Engaged Pageviews to ensure your ad layouts aren't hurting your UX.
User Identity: Measure the massive value difference between "Identified" visitors (via ezID) and anonymous users. This proves the financial value of knowing your audience.
Yield Reports: These include breakdowns of demand partners, ad location performance, and ad sizes.
Pro Tip: Do not use these reports to turn off lower-performing demand partners or "in-content" placeholders. These ads often only show for users who are highly engaged and spend significant time on the site; removing them removes "found money."
Video Reporting: Track the performance of your hosted videos. See how they are performing on your own pages and how much additional revenue they are generating from the wider Ezoic Video network.