EPMV, or Earnings per 1000 visitors, is a crucial metric that reflects various aspects of your website's performance and its impact on revenue. Changes in EPMV can occur due to numerous factors, and understanding the reasons behind these fluctuations is essential for optimizing your site's earnings. This article aims to help you troubleshoot and identify the root causes of any changes in your EPMV. By following the steps and checks outlined in this guide, you will gain a clearer understanding of the possible reasons behind the variations and learn how to address them effectively. Let's dive in and explore the key areas to investigate when you notice changes in your EPMV.

When there are changes in your EPMV, several common symptoms may indicate the presence of issues affecting your revenue:

1. Significant Drops at Specific Times: You may notice substantial drops in EPMV at the beginning of months or financial quarters. The period from October to December typically sees an increase in EPMV due to the holiday season, followed by a sharp decline in January.
2. Sudden Decrease in Ad Revenue: If you observe a sudden decrease in ad revenue, particularly if it coincides with global events, this can impact ad rates and subsequently your EPMV.
3. Patterned Changes in Revenue: For those monetizing their site for over a year, patterns such as an increase in ad spending leading up to holidays followed by a drop during January sales are indicative of typical fluctuations in EPMV.
4. Inconsistent Ad Display: If ads are not consistently displaying on your website, this can significantly affect your EPMV. Regular checks are necessary to ensure ads are shown correctly.
5. Changes in Traffic Profile: A change in the geographical location of your traffic can impact your EPMV, as different countries have different values to advertisers.

These symptoms can help identify the underlying problems affecting your EPMV and guide you towards appropriate troubleshooting steps.

To begin troubleshooting changes in EPMV, follow these steps:

1. Check Site Integration and Ad Display:
   • Ensure your site is fully integrated with Ezoic.
   • Verify that EzoicAds is switched on and ads are being displayed on your website. Refer to "Why Aren't Ads Showing Up On My Site?" for detailed instructions.
2. Date Analysis:
   • Examine the specific date when the drop in EPMV occurred.
   • Note that advertiser spending patterns can affect EPMV. For instance, end-of-month spending is higher, while beginning-of-month and start of financial quarters (Jan 1st, Apr 1st, July 1st, Oct 1st) might see steep drops. Significant revenue is often earned in Q4 (Oct-Dec) due to events like Black Friday and the Holidays, with January being a typically low-paying month.
     
     
3. Global vs. Individual Changes:
   • Compare your EPMV changes to global trends using the Ad Revenue Index: https://adrevenueindex.ezoic.com/.
   • Determine if the EPMV change is specific to your site or part of a broader trend, particularly notable between October and January.
     
     
4. Review Dashboard Changes:
   • Document recent changes in your Ezoic dashboard. Significant changes include:
     • Deleting Ad Placeholders.
       
       
       
       
     • Turning off AI Placeholders or Anchor Ads.
     • Configuring Apps like Disable Ads by Page, Max Ads per Page, Ad Restrictions, Advertiser Blocker, and Ad Categories.
     • Changes to Ads.txt.
   • Check under the 'EzoicAds' Tab, 'Content' Tab, and 'Settings' Tab for these configurations.
     
     
5. Site Modifications:
   • Review recent updates to your site's look, such as theme changes or new blog posts.
   • Ensure changes haven't inadvertently removed ad placeholders or led to AdWords flagging content as objectionable.
     
6. Marketing and SEO Adjustments:
   • Document any recent changes in marketing or SEO strategies, such as starting/stopping paid advertising or altering social media traffic methods.
7. Traffic Profile Shifts:
   • Investigate if there's been a change in your traffic profile, like an influx from countries with lower ad values.
   • Use Big Data Analytics to compare 'Audience' > 'Location' data for the affected date range against previous periods.
     
     

If these steps do not resolve the issue, create a ticket and provide the collected information to the Publisher Success team for further assistance. They will respond within 2-3 business days.

To maintain optimal EPMV and prevent sudden drops, follow these best practices:

1. Regular Monitoring: Frequently check your Ezoic dashboard and analytics to stay updated on any changes or trends in your EPMV. This will help you catch and address issues early.
2. Consistent Integration: Ensure your site is fully integrated with Ezoic, and EzoicAds is always switched on. Regularly verify that ads are being displayed correctly.
3. Stable Ad Configuration: Avoid making frequent changes to your ad configuration. If changes are necessary, document them carefully and monitor their impact on EPMV.
4. Content Policies Compliance: Regularly review your content to ensure it complies with Google's policies. Objectionable content can prevent ads from being shown, affecting your EPMV.
5. Traffic Quality: Maintain high-quality traffic. Use analytics to monitor the geographical origin and behavior of your visitors, as EPMV can vary significantly by country.

By implementing these practices, you can help mitigate potential issues and maintain a stable and high EPMV.

If you need further assistance troubleshooting EPMV changes, please log in via https://support.ezoic.com/ to make use of our dedicated resources for support. We're here to help!