Ad Equivalency Values
Ad Equivalency is a statistic that attempts to measure the value of media coverage that you have received, by comparing it with the cost that it would take to advertise on those websites or platforms. Merit estimates your ad equivalency value in 2 ways:
Web Ad Equivalency Value (AEV): This is an estimated value that is calculated by using your Web CPM value (configured in Merit settings), combined with an estimation of each website's daily page views.
Social Ad Equivalency Value (AEV)
: This is an estimated value that is calculated by using your Facebook/LinkedIn CPM value (configured in Merit settings), combined with the estimated number of impressions those stories generated in social media.
About CPM Values
Wikipedia describes CPM as follows: "Cost per mille (CPM), also called cost per thousand (CPT) (in Latin, French and Italian, mille means one thousand), is a commonly used measurement in advertising. It is the cost an advertiser pays for one thousand views or clicks of an advertisement." Article here.
Your default CPM values are automatically configured in your Merit settings as shown below, but you may change these values as desired.
Viewing Ad Equivalency Value for a News Mention:
Start by clicking on a news mention in your inbox to view its details.
In the example below, the Social AEV is $284.79. The ad equivalency value is $1,750.25.
- Social Ad Equivalency Value (AEV) = Number of estimated impressions in Facebook/LinkedIn multiplied by your Facebook/LinkedIn CPM value then divided by 1000.
- Web Ad Equivalency Value (AEV) = Number of estimated daily page views for the website multiplied by your Web CPM value then divided by 1000.
About Estimated Impressions
- Facebook impressions are calculated by multiplying the number of times a story was shared in Facebook by the average friend count for Facebook users.
- LinkedIn impressions are calculated by multiplying the number of times a story was shared in LinkedIn by the average number of connections for a LinkedIn user.
