Statistics are the best tool that can tell you what’s working when it comes to your website monetization. These tiny bits of information can isolate and identify the smallest fractions of traffic that are not reacting to the ads displayed on your website.

So, how exactly can publishers use stats to improve their performance (and when we say performance we mean website monetization)? But most importantly, what are these statistics? That’s what we’ll answer in this article.

While we’re at it, let’s also check what’s with the payments menu. And also get in the specifics of why you can’t withdraw all your Total Balance.  

New Account? First Add your Website(s)

So, you’ve just created your PropellerAds accounts, and want to learn the ropes of the Stats. But for now the table is completely empty. That is because you first need to add your website(s). And it couldn’t be simpler than literally 1, 2, 3:

PropellerAds - How to add your website
How to Add Your Website to PropellerAds

Now that you’ve added and verified your website, all you need to do is create and place ad codes on it. Then you’ll receive statistics. 

You don’t need to look far to find them, as they’re right on your dashboard the moment you log onto your account. However, if you navigate to some other page, make sure to check right above Sites, in the menu bar. 

Just keep in mind that it might take about an hour before you will start seeing your stats. This mostly happens as the rates keep on adjusting, until they are optimized.

If at this point, you’re wondering what exactly are the stats, and why do you need them, you just need to keep on reading. Because that’s what we’ll see together in the rows that will follow. 

The What and How of the Publishers’ Statistics

Now that you added your website, when you add or select it from the ‘Sites’ field, you should see something like this:

PropellerAds - Statistics Dashboard
The Statistics Dashboard

But what are all these indicators, and most importantly, what could a publisher use statistics for? 

Let’s start with the most essential. Stats can show you how your traffic performs on each slice, then you will be able to understand which part of your website traffic needs a boost. This way your traffic monetization can increase. 

Once you investigate various slices’ performance, together with your Account Manager you will be able to take appropriate actions.

For example: If one slice of traffic is performing badly, your Account Manager can help you boost and optimize it. All so that your income from monetizing this part of traffic will bring you higher profits.

Of course, your manager can also suggest checking on the good performing slice. As these can also help improve your overall performance.

Worst case scenario: eliminate the worst-performing part. However, make sure you discuss such cases with your account manager. He’ll know to advise you which are the best steps for improvement.

The correct traffic optimization will help boost your CPM. And a good CPM will show advertisers that you are reliable. 

The CPM, or Cost per Mile represents your payout for every 1,000 impressions.

An action that can also help improve your website monetization efforts. You can read more about it, below.

But before we go any further, let’s understand the rest of the indicators from your Statistics dashboard, or the publisher’s cabinet.

You will notice that there are two sections, and some of the parameters that measure your traffic monetization success, repeat. 

PropellerAds - Filter and Arrange by Fields
The Statistics ‘Filter’ and ‘Arrange by’ Fields

That is because our platform allows you to select (filter by) a certain type of statistics based on the data you input. And then you can organize them based on Date, Zones, Country, OS, Ad Format, or Sites.

Date Range

As you saw in the first table, you can select a certain period of time for which to gather the data. 

However, for more in depth results our experts suggest that you actually compare the performance of two defined dates (for example: May 20, and May 3). For better results, you can always compare the same day of the week (this Monday, compared to the previous Monday).

You will be able to better analyze these two reports, by extracting the data from our platform. And the two detailed sheets will tell you if there is any particular indicator that needs more attention from your Account Manager.

Our representatives will help you figure out whether the particular slice of traffic is worth boosting. Alternatively, if there’s nothing that can improve your numbers for it, just eliminate it altogether.

Keep in mind that when you select the date range, for the last date of your chosen range you will only get the results until the morning of the specific day. And this is why the Impressions might be lower, boasting a higher CPM.

Revenue Model

Under Revenue Model you will find your CPM and CPS. Both of these two indicators can actually show how successful your monetization really is. 


The CPM, as we saw before, accounts for every 1,000 impressions – or views of an ad from your website. It can in fact give you an idea about your website traffic volumes. 

Moreover, the CPM revenue model works on every format.

You will see in your cabinet, however, when it comes to the CPM that we count the number of impressions. And not the visits to your website. This is one of the preferred revenue models, as it works on all the formats.

PropellerAds - Explaining - CPM - Fluctuations

Find out more about your CPM’s fluctuations

The CPM can be the result of high conversions plus increased interest from advertisers. And when advertisers are interested in your traffic, they tend to invest more in your traffic (your CPM increases, and so does your profit). 

However, keep in mind that the CPM depends on the GEOs, ad formats you’re hosting on your website, OS, and other indicators. 

On the other hand, having a low CPM won’t only impact your income, but also your chances of improving it organically. 


This revenue model, on the other hand, represents the Cost Per Subscriber, or CPS for short. It counts every new Push Notification subscription. With this model, you get paid for every push notification subscription. 

As you would imagine, the CPS works only for Push Notifications.

Attention: not to be confused with Price Per Sale, also known as Cost Per Sale, and also shortened as CPS.

The Cost Per Subscription revenue model can also be profitable when you have a lower traffic volume. And it’s not dependent on the success of the ad. 

This happens since it’s not measuring the users’ engagement, just how keen they are to accept receiving promotional updates from your website.

However, your profit can get a lot higher, when you’re constantly bringing in fresh traffic.


Obviously, in this field, you can enter the URL(s) that you want to check the stats for. Often a publisher might have several websites, so feel free to add as many as you want. 

The more filters you add, you continue to narrow down your inquiry, getting more relevant data. This can help you individualize the single portion of traffic which is not bringing the desired results. 

Of course, you always have the possibility to select the Sites field from the menu bar. However, by doing so you’ll get automatic basic info about the performance of each site in part. 

Such as: 

  • Website’s ID number, 
  • Number of Zones, 
  • Pending or Verified Status, 
  • The date you created it, 
  • plus additional actions (add zone), 
  • and the option to view stats for individual website
PropellerAds - Sites Dashboard
The Sites Dashboard

Whereas if you select the website from the statistics menu, you will get the main indicators of each site separately:

  • Ad impressions – the number of times that an ad was viewed by your users
  • CPM – your profit for every 1,000 impressions
  • Profit – how much you made up to the particular date selected
PropellerAds - Performance Indicators
Your Performance Indicators

And if you don’t want to use an ad channel or site any more, you can just stop doing so. You won’t need to delete or remove them. 

Also, if you decide to move one website from one account to another, you can just contact our Support team. Just get ready to justify your choice, for more speedy and effective change.

Ad Formats

In this field you can find all the ad formats that are active on your website: OnClick Popunder (MultiTag included), Interstitial, and Push Notifications (In-Page Push and Vignette included). 

Clearly, by using zones you will make your traffic analysis even more precise. And you’ll get a better idea on how your monetization is going.

Publishers webinar - 6 ways to monetize your traffic

Don’t know what ad format to choose? Here’s a webinar explaining it


Here you will find the GEOs. Based on the impressions, profits, and CPM you can decide with the help of our representative if there are any changes needed.

You might notice that some GEOs have higher or lower CPM/CPS. In some cases, your Account Manager might just reassure you that the levels are normal.

This happens because often the CPM/CPS varies a lot, when switching from country to country. And not only.


The Zone is the ID for each format in part, and it’s based on their specific tags.

It allows you to extract data, particularly for Push Notifications, In-Page Push, Vignette, Popunders, or MultiTag. 


In this field, you can select from 12 desktop and mobile Operating Systems. Based on them, you can understand what devices your users are mostly coming from. 

And once you know this, you can optimize your website to make it more user-friendly for your users’ preferences.

Important Details on Statistics

  • Updates – If you’ll check more times a day, you might notice sometimes that your statistics are the same. This might happen since our stats are updated hourly. As they’re quite dynamic, it might be best to check your results after the end of the business day.
  • Time-zone – All our statistics are in the EST time zone. Make sure to check the differences between EST and the GEO you’re checking from, to have more accurate stats results.
  • Volume – Our statistics only count impressions and Push subscriptions. So don’t worry if you notice a difference between your traffic volume and these values. 

Although traffic impressions might sometimes be used interchangeably as traffic volume, just keep in mind that it is normal to have a larger traffic volume than ad impressions

This happens as we only count as an impression once a user fully watches an ad. If he just scrolls past it, we won’t consider that.

  • Publisher Dashboard – allows you to create statistics samples based on the: date range, revenue model, sites, ad formats, country, zones, and OS.
  • API to Export Reports – Once you create relevant reports, you can easily export them to CSV. Just check for the option right above the stats table, on the upper-right corner. To avoid a time-consuming process, try exporting your data by one traffic source at a time.
  • Personalized Assistance – If you haven’t been assigned an Account Manager, you can always contact our helpdesk to get the help you’re looking for. You’ll find the chat bubble on the bottom right corner of your cabinet.

Popular filters Publishers use

As you can understand, you can filter your traffic, and identify the most narrow slices that over-perform. Or on the contrary, don’t bring as high CPMs as you expect.

And of course, our experts have also checked one of the most popular combinations, which brings a lot of clarity for our publishers.

#1. The Day + Zone filter

This will allow you to understand where your traffic performs better. However, our experts explain that it’s always good to select specific dates, and extract two reports. This way you’ll be able to accurately compare them.

PropellerAds - Filter by Day & Zone
How to Filter by Date & Zone

#2. The Day + Zone + Country filter

If you want to further narrow down on your research, you can also include the country. Or even order your initial research results by country.

PropellerAds - Filtering by Data, Zone, & GEO
How to Filter by Date, Zone , & GEO

#3. The Day + Zone + OS filter

You can also refresh your search and filter by Zones, adding to your filter the OS, or ordering your search by it.

PropellerAds - Filtering by Date, Zone, & OS
How to Filter by Date, Zone, & OS

For example: if you notice that one day your CPM for a certain Zone + Country, or Zone + OS combo goes from $2 to $0.5 you should most certainly contact your Account Manager or Support Desk.

That is since, although it’s normal to see certain Zones, OS, or Countries having such different CPMs, it’s not as custom when you use the same filter settings. 

Also, keep in mind that steps 2 and 3 allow you to understand which micro-areas are not bringing as many actions as you need. From the data you gather, you can then improve your performance.

A better performance will quantify in a higher CPM, and a better profit for you.

And there you have it. With this super useful and handy info, you can now add your websites and kick-start your traffic monetization.

For more help or assistance, make sure to contact your dedicated Account Manager or our Support Team. 


This copywriting enthusiast has an experience of over 8-years in creating engaging online marketing content for various verticals and formats. Out of passion for copy, she devoted 4 years to master the art of sales. Her journalisms-instilled active listening, combined with the sales-bound charm give her the superpower to break boundaries and establish emotional connections with the users.