Several factors can affect revenue, including the following most common causes:
Demand for ad space fluctuates during the year. As a general trend, the lowest revenue months are at the start of the year from January to March. On average, ad demand reaches a peak towards the end of the year with keys events such as Black Friday/Cyber Monday, and the Christmas/Winter Holidays.
If revenue seems to have changed it is recommended to first review traffic. Check the following:
- Total traffic (page views)
- Geography of traffic (eg. % per country)
- Source of traffic (e.g: Social vs Direct)
- These factors directly impact the revenue performance of any site.
The real-time bidding process is based on historical data. When the layout changes, it erases that bidding history in exchanges. Over time exchanges will 're-learn' based on your new site layout.
Google Search Update
Google is often a significant source of traffic. From time to time Google updates its search algorithm to prioritise or deprioritise certain website features which can have a direct and significant impact on search traffic.