{"id":37232,"date":"2023-07-24T16:32:12","date_gmt":"2023-07-24T21:32:12","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=37232"},"modified":"2025-12-01T11:55:44","modified_gmt":"2025-12-01T17:55:44","slug":"will-google-analytics-4-affect-rpm","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/will-google-analytics-4-affect-rpm\/","title":{"rendered":"How Will Google Analytics 4 Affect RPM? Here\u2019s What Publishers Need To Know"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Mediavine<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">How Will Google Analytics 4 Affect RPM? Here\u2019s What Publishers Need To Know<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Heather Tullos<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2023-07-24T16:32:12-05:00\">July 24, 2023<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>The July 1, 2023 Google Analytics 4 migration from Universal Analytics has turned the world a bit upside down for publishers across the industry, and the effects reach beyond checking daily metrics.<\/p>\n\n\n\n<p>Many publishers are struggling to measure year-over-year performance, learning new definitions for common terms (looking at you, Sessions and Engaged Sessions), and trying to figure out how to update and reconnect tools.<\/p>\n\n\n\n<p>The experts at Mediavine are working alongside you to navigate this bumpy change! In this post, I\u2019m breaking down:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More about your earnings<\/li>\n\n\n\n<li>RPM<\/li>\n\n\n\n<li>How all of it is \u2014 and isn\u2019t \u2014 affected by Google Analytics 4<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-will-ga4-affect-rpm\"><strong>Will GA4 Affect RPM?<\/strong><\/h2>\n\n\n\n<p>GA4 will certainly affect RPM, but not in the way you might think!<\/p>\n\n\n\n<p><strong><strong>To understand how your RPM will be affected, let\u2019s first revisit RPM.<\/strong><\/strong><\/p>\n\n\n\n<p>We\u2019ve written several articles on <a href=\"https:\/\/www.mediavine.com\/what-is-rpm\/\">RPM<\/a> over the years, but it\u2019s been a while, and new analytics are always a great excuse to review.&nbsp;<\/p>\n\n\n\n<p>RPM (revenue per mille) is a unit of measurement. Revenue per 1000 is what we are measuring with RPM, but from there, we have to establish per 1000 of <em>what<\/em> exactly.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mediavine\u2019s Dashboard default view gives you Session RPM or revenue per 1000 Sessions.&nbsp;<\/li>\n\n\n\n<li>You can toggle for Page RPM, which calculates revenue per 1000 Pageviews.&nbsp;<\/li>\n\n\n\n<li>If you want to calculate RPM for Engaged Sessions (a new GA4 metric I mentioned in <a href=\"https:\/\/www.mediavine.com\/mediavine-application-process-ga4\/\">the update about our Application Process<\/a>) or for Users, you can plug these metrics in as <em>traffic<\/em> in the equation below.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>At its core, RPM is just a basic math equation:&nbsp;<\/p>\n\n\n\n<p><strong>Revenue \/ Traffic * 1000 = RPM<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Does RPM Mean for You?<\/strong><\/h2>\n\n\n\n<p>Many of you already know these details, but some of the following questions are common, even with experienced publishers. Let&#8217;s break it down and connect more of the dots.<\/p>\n\n\n\n<p>&#x27a1;&#xfe0f; If RPM goes up, that does not necessarily mean you made more money.&nbsp;<\/p>\n\n\n\n<p>&#x27a1;&#xfe0f; If RPM goes down, that does not mean you made less.&nbsp;<\/p>\n\n\n\n<p>&#x27a1;&#xfe0f; If RPM is displaying as $0 or appears as a flat line on the graph, that does not have to mean your money has flatlined as well.&nbsp;<\/p>\n\n\n\n<p>We know this can be confusing. It seems like high RPM and\/or higher traffic should equal more revenue, but that&#8217;s not always the case. We&#8217;ve got a handy help article about <a href=\"https:\/\/help.mediavine.com\/en\/articles\/94328-why-did-my-rpm-drop-during-a-traffic-spike\">why RPM may drop during a traffic spike<\/a> that dives into more detail. But the bottom line is this:<\/p>\n\n\n\n<p><strong>RPM is only a useful unit of measurement when the revenue and traffic parts of the equation are correct.&nbsp;<\/strong><\/p>\n\n\n\n<p>In the context of GA4, Google is now calculating Sessions differently. Here\u2019s how:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/11986666?hl=en#zippy=%2Cin-this-article:~:text=conversion%20is%20recorded.-,Sessions,-Metric\">GA4 Sessions<\/a>: <em>A session initiates when a user either opens your app in the foreground or views a page or screen and no session is currently active (e.g., their previous session has timed out). By default, a session ends (times out) after 30 minutes of user inactivity.&nbsp;<\/em><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/11986666?hl=en#zippy=%2Cin-this-article:~:text=conversion%20is%20recorded.-,Sessions,-Metric\">Universal Analytics Sessions<\/a>: <em>Each time a user comes to your site. An additional session is only created for a user if they visit another page after 30 minutes of inactivity or come back to visit from a different source or referrer.<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Since the Traffic part of the RPM equation is slightly different in UA vs GA4, RPM will also be somewhat different.<\/strong><\/p>\n\n\n\n<p>For some publishers, sessions are tracking a bit lower in GA4. In that case, <strong>RPM will be higher<\/strong> because we are dividing revenue by fewer sessions.<\/p>\n\n\n\n<p>If your sessions in GA4 are skewing higher than in Universal Analytics, <strong>RPM will be lower<\/strong> because you are dividing revenue by a higher number.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"995\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-1024x995.png\" alt=\"\" class=\"wp-image-37350\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-1024x995.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-320x311.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-768x746.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-1170x1137.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-800x777.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-381x370.png 381w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-960x933.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3-1080x1049.png 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/Revenue-traffic-and-rpm-V3.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-if-rpm-goes-up-why-don-t-you-necessarily-make-more-money\"><strong>If RPM Goes Up, Why Don\u2019t You Necessarily Make More Money?<\/strong><\/h2>\n\n\n\n<p>Let me explain why you don&#8217;t always make more money if your RPM increases.<\/p>\n\n\n\n<p><strong>Example #1: <\/strong>If your developer accidentally deletes your analytics code halfway through the day, and it is only replaced halfway through the next day, you&#8217;ll have two days that only report half of your traffic. <strong>All that traffic still existed <\/strong>\u2014 readers were still visiting your site like normal from various sources \u2014 but Google Analytics wasn&#8217;t recording it.<\/p>\n\n\n\n<p>In this example, you&#8217;d divide revenue from ALL the traffic by half of the traffic that was tracked. As a result, RPM will look artificially high for both of those days. However, <strong>the amount of revenue stays the same <\/strong>regardless of what Google Analytics is tracking, because your revenue isn&#8217;t determined by Google Analytics. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"691\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-1024x691.png\" alt=\"\" class=\"wp-image-37348\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-1024x691.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-320x216.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-768x518.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-1170x790.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-800x540.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-548x370.png 548w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-960x648.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2-1080x729.png 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-1-V2.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Example #2:<\/strong> The same logic applies if RPM drops after accidentally doubling a tracking script. You didn\u2019t receive double the traffic by tracking it twice. In this scenario, you\u2019d divide revenue by 2X the traffic that visited your site, so RPM will look artificially low.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"691\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-1024x691.png\" alt=\"\" class=\"wp-image-37349\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-1024x691.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-320x216.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-768x518.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-1170x790.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-800x540.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-548x370.png 548w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-960x648.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2-1080x729.png 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/example-2-V2.png 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-but-wait-how-do-advertisers-know-how-to-spend-if-i-m-not-tracking-my-traffic\"><strong>But Wait. How Do Advertisers Know How To Spend If I&#8217;m Not Tracking My Traffic?!<\/strong><\/h2>\n\n\n\n<p>The reason is simple: Advertisers aren\u2019t connected to your Google Analytics.&nbsp;<\/p>\n\n\n\n<p>We connect your <a href=\"https:\/\/reporting.mediavine.com\/\">Mediavine Dashboard<\/a> to analytics so we can combine your data with details about your ad revenue pulled from the ad server. The ad server is where all of the money details live.<\/p>\n\n\n\n<p>If you never installed analytics, advertisers could still spend on your traffic. You just wouldn&#8217;t have a way to gain meaningful information about your revenue.<\/p>\n\n\n\n<p>You can <a href=\"https:\/\/www.mediavine.com\/server-to-server\/\">learn about S2S (Server-to-Server) and real-time bidding in detail here<\/a>, but basically, a reader visits your site in their browser on a computer or mobile device, the browser talks to a server, then the server talks to the ad exchanges.<\/p>\n\n\n\n<p>That browser action is why we care about <a href=\"https:\/\/www.mediavine.com\/what-are-cookies-and-why-do-they-matter-for-advertising\/\">cookies<\/a> &#x1f36a;, <a href=\"https:\/\/www.mediavine.com\/google-moves-third-party-cookies-2024\/\">the impending demise of those cookies<\/a>, and why we built <a href=\"https:\/\/www.grow.me\/publishers\/\">Grow<\/a>.<\/p>\n\n\n\n<p>Reminder: <a href=\"https:\/\/help.grow.me\/hc\/en-us\/articles\/4767805633819-First-Party-Data#:~:text=Grow%20helps%20you%20build%20true%20first%2Dparty%20data.%20Because%20first%2Dparty%20data%20requires%20scale%20to%20be%20successful%2C%20one%20Grow%20login%20for%20users%20will%20apply%20to%20all%20websites%20using%20Grow%2C%20meaning%20we%20can%20scale%20together.\">Use Grow now if you aren&#8217;t already<\/a>! 2024 is just around the bend!<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-establishing-a-new-normal\"><strong>Establishing a New Normal<\/strong><\/h2>\n\n\n\n<p>What will a new normal look like? This is where the real challenge lies.&nbsp;<\/p>\n\n\n\n<p>Traffic varies day to day, month to month and year over year, so it can be challenging to gauge if today was much higher than yesterday, especially when we\u2019re tracking a slightly altered version of today compared to yesterday.&nbsp;<\/p>\n\n\n\n<p>If you started collecting GA4 data alongside Universal Analytics data prior to July 1, 2023, you can select a date range in GA4 and then select that same date range in UA. Compare the sessions reported and then calculate the percentage of difference.&nbsp;<\/p>\n\n\n\n<p>I sampled three months from my site and found that GA4 is reporting higher than UA by between 2.8 &#8211; 6.5%. If you recalculate RPM using the formula <strong>(Revenue \/ Traffic * 1000 = RPM)<\/strong>, the percentage of change should match up with the difference you just tracked in traffic.&nbsp;<\/p>\n\n\n\n<p>Using your historical data will help you compare and find opportunities as you go forward. But don\u2019t fret if you were a late adopter or waited until the July 1 deadline to make the switch. Just know where you made the switch and think of it as a reset.&nbsp;<\/p>\n\n\n\n<p>Make the most of the shift by setting a few new measurement goals, like increasing your engaged sessions and email subscribers.&nbsp;&nbsp;<\/p>\n\n\n\n<p>If you\u2019re interested to see how 2023 revenue is tracking for publishers across Mediavine, check out our latest installment of <a href=\"https:\/\/www.mediavine.com\/behind-the-numbers-with-brad-planning-for-q3-and-q4\/\">Behind the Numbers With Brad: Planning for Q3 and Q4<\/a>.&nbsp;<\/p>\n\n\n\n<p>As always, we\u2019ll figure this out together.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/93555fcf23e5c18461c091ebdc76615a5fdf001119201ebe33c52d25da390be6?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/93555fcf23e5c18461c091ebdc76615a5fdf001119201ebe33c52d25da390be6?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/heather\/\" target=\"_self\">Heather Tullos<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a 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z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  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class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 From Social to Site: Mediavine&#8217;s Vertical Video Ads Are Live Publisher-produced video content is where the market is moving, and with this release, the videos you\u2019ve produced for social media can have additional value on your website.&nbsp;&nbsp; While others are still testing the waters, Mediavine already supports&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/monetize-the-vertical-video-content-you-already-have\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Monetize the Vertical Video Content You Already Have\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-future-of-publishing-graphics-01-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Eric Hochberger and Amanda Martin on stage at MVCon 2025.\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-future-of-publishing-graphics-01-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-future-of-publishing-graphics-01-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-future-of-publishing-graphics-01-768x432.jpg 768w, 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class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Search is changing. Traffic is less predictable. Advertisers are getting more selective. Platforms are pulling value inward. None of this is new. What\u2019s new is the speed at which it\u2019s happening. The publishers who win next are not chasing loopholes or waiting for the next algorithm update&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-publishers-win-in-the-next-era-of-the-internet\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How Publishers Win in the Next Era of the Internet\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg\" class=\"attachment-large size-large\" alt=\"Photograph of Mediavine&#039;s Amanda Martin and Butler\/Till&#039;s Scott Ensign on stage at MVCon 2025\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1024x576.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-320x180.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-768x432.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1536x864.jpg 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-680x383.jpg 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08-1280x720.jpg 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/02\/mediavine-blog-mvcon-what-advertisers-want-graphics-08.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">How to Create Content Advertisers Will Pay More For<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Feb 6, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 If your goal is higher CPMs, steadier demand, and stronger long-term revenue, here\u2019s the uncomfortable truth: Advertisers are not paying more for more content; they\u2019re paying more for better environments, better audiences, and better experiences. That shift is already happening. Quietly. Algorithmically. And at scale. At MVCon,&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/how-to-create-content-advertisers-will-pay-more-for\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about How to Create Content Advertisers Will Pay More For\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 The July 1, 2023 Google Analytics 4 migration from Universal Analytics has turned the world a bit upside down for publishers across the industry, and the effects reach beyond checking daily metrics. Many publishers are struggling to measure year-over-year performance, learning new definitions for common terms (looking at you, Sessions and&#8230;<\/p>\n","protected":false},"author":44447,"featured_media":37237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[10],"tags":[],"audience_post":[134],"class_list":["post-37232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mediavine","audience_post-publishers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Will Google Analytics 4 Affect RPM? Here\u2019s What Publishers Need To Know<\/title>\n<meta name=\"description\" content=\"The switch to GA4 from Universal Analytics has publishers wondering about revenue, RPM &amp; how they&#039;ll be affected. Our expert has the answers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/will-google-analytics-4-affect-rpm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Will Google Analytics 4 Affect RPM? Here\u2019s What Publishers Need To Know\" \/>\n<meta property=\"og:description\" content=\"The switch to GA4 from Universal Analytics has publishers wondering about revenue, RPM &amp; how they&#039;ll be affected. Our expert has the answers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/will-google-analytics-4-affect-rpm\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-24T21:32:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-01T17:55:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2023\/07\/AdobeStock_243977975-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Heather Tullos\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Heather Tullos\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/will-google-analytics-4-affect-rpm\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/will-google-analytics-4-affect-rpm\/\"},\"author\":{\"name\":\"Heather Tullos\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/3aa8ab656b56bd511115f253299b17e3\"},\"headline\":\"How Will Google Analytics 4 Affect RPM? 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