The Insight dashboard provides a comprehensive understanding of performance through 12 KPIs.

Some, like visits and average session time are collected from a publisher's Google Analytics account. Others, like ad requests are aggregated from a publisher's revenue streams.

This combination of engagement and revenue metrics in one centralized location is what gives publishers such an insightful indication of performance, however the higher value of Insight are the other KPIs that Marfeel calculates on the publishers behalf.

KPIs like ARPU (Average revenue per user) and ADR/PV (Ad Requests per Page View) normalize metrics for publishers, removing the complexity and noise for a clear and profound picture of performance. 

The following are the KPIs displayed on Insight's Reporting page. 

Gross Revenue

All the ad revenue generated across all of your sites. 


ARPU is the average revenue generated per user. The value of this KPI is that it accounts for the variance of increased traffic to ensure constant revenue optimization.

For scale purposes, Marfeel calculates ARPU per thousand users: Total Revenue / Total Number of Users in the Thousands.


Visits are registered every time a user accesses a mobile site.

Average Session Time

Average session time is essentially the average amount of time a user has spent in a publisher's site.

Ad Requests

An ad request is the amount of times a publisher's Marfeel mobile site requests an ad space to be filled and displayed, resulting from a user's action on a mobile site.

Fill Rate

Fill Rate is the percentage of ad spaces filled according to the ad spaces available. It essentially measures how a publisher's ad inventory is able to meet demand.


eCPM calculates the average value of each impression to provide a value for each ad unit.


CTR is the percentage of impressions that are clicked out of all the ads served.


CPC (Cost Per Click) is the amount a publisher receives every time a user clicks on an impression.

PV / V

PV / V measures the average amount of pages a user accesses for every visit in a publisher's mobile page.


ADR / PV measures the average amount of ad requests made per pageview over a specified period of time.


ADR / V essentially provides the average ad requests made per visit.


If you are unclear about any of these or would like an introductory walk-through, please contact your Strategic Partnership Executive or Marfeel's Customer Success team at