If only 5% of the clicks were humans, you're paying 20X higher effective CPM
fouanalytics.substack.com
looking only at the clicks that arrived on the ecommerce site, only 5% was human. That means, whatever CPM they paid, however low that CPM was, they only got 5% of the value; conversely, they are paying a 20X higher EFFECTIVE CPM than they think they are paying, because there are so few humans in these programmatic buys.
If only 5% of the clicks were humans, you're paying 20X higher effective CPM
If only 5% of the clicks were humans, you're…
If only 5% of the clicks were humans, you're paying 20X higher effective CPM
looking only at the clicks that arrived on the ecommerce site, only 5% was human. That means, whatever CPM they paid, however low that CPM was, they only got 5% of the value; conversely, they are paying a 20X higher EFFECTIVE CPM than they think they are paying, because there are so few humans in these programmatic buys.