Each Quarter and each month comes with its own characteristics and treads. Though every year is unique, there are some trends we can often count on.
- We know the start of January is going to be terrible until about the 15th of the month.
- July will be the 2nd worst month of the year.
- Each quarter starts with a noticeable dip
- Each month there is a small dip for the first few days.
The great news is that compared to previous years, RPM and eCPM are both as high as they have ever been.
This chart is showing how 2024 (Blue line) is stacking up against all the previous years. At the beginning of the year, RPM was below 2023 (Red line) and 2022 (Yellow line), but slowly recovered and by the end of April, this year was able to pull ahead of the previous 3 years in RPM performance.
eCPM Performance
This chart shows that 2024 eCPM (Blue line) at the beginning of the year was trending very well below all of the previous 3 years, and has steadily worked its way to the top by April.
So Where Is The Money?
The things that is not great this year are pageviews. Between the September 2023 “Helpful Content Update” and the March 2024 Algorithm update we have seen some publishers lose 20%-80% of their organic traffic Year over Year (YoY).
So, regardless of how high your RPMs and eCPMs are – if there is substantially less traffic to be monetized then less money will be made.
May Expectations
As of right now May is looking really strong. The beginning of the month did have a substantial dip, but it is still staying above previous years and we’d expect the rest of Q2 to finish out strong.
