Marketing tools
2 tools that run in your browser. Nothing to install, nothing uploaded.
- Ad RPM / Revenue CalculatorWork out revenue per thousand views, and per thousand visits.
- UTM Link BuilderTag a campaign URL without breaking your own analytics.
Campaign tagging that survives contact with a report
UTM parameters are simple to add and simple to ruin, and the failure is always the same: inconsistency. Analytics treats Newsletter, newsletter and NEWSLETTER as three separate sources, and nothing merges them afterwards, so a year of campaign data arrives split across variants of the same word. The fix is boring and effective. Lowercase everything, agree a short fixed list of mediums such as email, social and cpc, and keep the convention somewhere the whole team can reach. The other rule worth stating plainly: never put UTM parameters on links between pages of your own site, because that starts a new session and overwrites where the visitor actually came from.
RPM, and which one the number in front of you is
Page RPM and session RPM answer different questions and are quoted interchangeably, which makes most published benchmarks useless. Page RPM is revenue per thousand page views, and it is the figure to use when deciding whether producing more content pays. Session RPM is revenue per thousand visits, and it is the only one that belongs in a conversation about buying traffic, because you pay per visitor rather than per page. A site with three pages per session has a session RPM three times its page RPM, and comparing one against the other produces a decision that is wrong by exactly that factor.
Why comparing month to month mostly measures the calendar
Advertising demand has a strong annual shape. Rates peak through the fourth quarter as budgets are spent and collapse in January when they reset, and a drop of thirty percent or more between December and January is normal with no change to traffic or to the site. Comparing consecutive months therefore measures the season rather than anything you did. Comparing the same month year on year strips that out and shows whether the site itself improved, which is the question worth asking. The same applies to traffic mix: a surge from a source with low commercial intent lowers the average without anything being wrong.