![\"apples-to-oranges\"](\"https:\/\/www.above.com\/blog\/wp-content\/uploads\/2017\/08\/apples-to-oranges-1-300x174.png\")
Unfortunately, since there is no transparency with respect to these sets of rules, comparing monetization channel RPM performance becomes an \u201capples-to-oranges\u201d exercise.<\/p>\nWhat type of traffic would you include in your unique visitor totals? Chances are that your answer is quite different from what your monetization channels actually include in your reported uniques. And to make matters even more confusing, chances are that each monetization channel has a different set of rules as to what is considered unique traffic.<\/p>\n
Unfortunately, since there is no transparency with respect to these sets of rules, comparing monetization channel RPM performance becomes an \u201capples-to-oranges\u201d exercise.<\/p>\n
What might those differences be? To start, each monetization channel is likely to have a different rule for the amount of time that must pass before a returning visitor becomes counted again as a unique. One company might require 6 hours to pass while another may set the threshold at 24 hours.<\/p>\n
Another difference would be some monetization channels don\u2019t count unique visitors from countries like China, but others do.<\/p>\n
These differences can significantly impact reported uniques. As a result, monetization channel RPM calculations can become disproportionately skewed one way or another. Those who are unaware of these differences fall under the impression that reported traffic from different monetization channels can equivalently be compared side-by-side…<\/p>\n