In programmatic advertising, traffic is valued differently depending upon a myriad of factors. One very important factor is the country the traffic is coming from. Four countries tend to receive higher CPMs (Cost Per Mille) due to various factors such as market size, advertising demand, and economic factors. It’s important to note that CPM rates can vary over time and depend on specific industries or niches, however, the top four countries commonly associated with higher CPMs in programmatic advertising are often referred to as the Big 4.
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United States: The United States boasts the largest advertising market globally, with a highly developed programmatic ecosystem. Its vast consumer base, strong digital infrastructure, and competitive advertising landscape contribute to higher CPM rates across various industries. The US also outperforms the following three countries.
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United Kingdom: The United Kingdom has a robust digital advertising market, particularly in sectors like finance, technology, and retail. Its well-established programmatic infrastructure, coupled with high internet penetration and strong advertiser demand, often leads to higher CPM rates.
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Canada: Canada is known for its active and engaged online audience. Advertisers often target the Canadian market due to its high purchasing power and strong consumer demand. This, combined with a relatively smaller population, can result in higher CPM rates.
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Australia: Australia has a thriving digital advertising industry, driven by its tech-savvy population and strong economy. The country’s digital ad spend per capita is among the highest globally, making it an attractive market for advertisers. As a result, CPM rates tend to be higher.
Metrics that Matter: Revenue by Geo
Your Monumetric Console can display your revenue by geo data, giving you a simple glance at your traffic geo composition and the RPMs garnered from each country. Once you have the Console synced to Google Analytics v4, you will see this new feature.
Revenue by Geo FAQ
Q: What should we look at for Revenue by Country?
A: It’s important to look at the relationship between traffic and revenue for each dimension rather than the total count. It matters how much of your traffic is coming from each country in relation to its revenue.
Example: If 80% of your revenue but only 50% of your traffic is coming from the United States, it’s a safe assumption that RPMs in the US are much higher. If you can increase the number of readers that come from the US, your revenue would drastically increase in comparison to traffic coming from another country.
Q: How can I increase my US traffic?
A: If possible, host your website on a U.S.-based server. Add “United States,” “U.S.,” or “America” in your post’s meta titles and descriptions. Make sure language, grammar, and content match what a U.S. audience would want to read. Look for keywords that are popular in the U.S. and make sure you are using them in titles and articles.
For more information on valuable traffic visit this blog: The Most Valuable Website Traffic and How to Attract It.
Q: My pageviews have increased but my RPM has not, what is wrong?
A: As a reminder, not all traffic is valued the same. Take a look at the increase in traffic and check what source the traffic is coming from, what browsers it’s coming from, and most importantly what countries it is coming from.