EPMV stands for 'Earnings Per Thousand Visitors'. This is how much money you earn, for every 1,000 visits to your website and it's calculated as follows:
EPMV = Total Earnings divided by (Visitors / 1,000)
- In March, your earnings were $1000 (AdSense) + $5000 (AdX) + $500 (Native Ads) = $6,500
- March sessions - from Google Analytics - were 1,000,000 visits
- EPMV is therefore $6,500/(1,000,000/1,000) = $6.50 EPMV
Depending on what you use as your base unit (pageviews or ad impressions), it is a measure of the revenue earned per page viewed or per ad viewed.
Neither metric is particularly valuable when you are talking about a website as a whole.
For example, let's assume that RPM is per page viewed. If you were to change your site so that each visitor views twice as many pages, the amount earned per page would likely drop. However, because you now get twice as many page views in total, the amount earned overall would be higher. So, in a situation like that, the RPM measurement would show a decrease in performance, even though the overall earnings are increasing, but the earnings per 1,000 visitors metrics would show the correct increase. EPMV also truly accounts for a wide range of contributory measurements: CPC/CPM/RPM/PV/V etc. which is why we find it to be the most accurate measurement of how well the website is doing overall.
EPMV will be used to determine the new layout's performance over your old site's layout.