Ad equivalency is a statistic that attempts to measure the value of the media coverage you have received by comparing it with the cost an advertiser pays for one thousand views or impressions of an advertisement. This stat is known as CPM (or cost per thousand).
Merit estimates two different ad equivalency values:
- Web Ad Equivalency Value (AEV) - Calculated by using your Web CPM value combined with an estimation of each website's daily page views
- Facebook Ad Equivalency Value (AEV) - Calculated by using your Facebook CPM value combined with the estimated number of impressions those stories generated on Facebook
The CPM values inside your account will affect these numbers. Learn more about how to customize these CPM values in Merit.
Viewing AEV for News Mentions
You can view the ad equivalency value for any finding by going to the Inbox section under the Mentions tab. There you can click on any mention to see more information about it:
This will display the following web statistics:
- Facebook Shares - The number of times this story was shared on Facebook (19)
- Est. Impressions - The estimated number of impressions (6,422) from those Facebook shares
- Facebook AEV - The number of estimated impressions on Facebook multiplied by your Facebook CPM value, divided by 1,000 ($58.18)
- Source - The website where the article appears (hoopdirt.com)
- Daily Visitors - The average daily visitors (6,800) to the website
- Daily Page Views - The average daily page views (16,320) for the website
- Web AEV - The number of estimated daily page views for the website multiplied by your Web CPM value, divided by 1,000 ($30.68)
Note: Facebook Impressions are calculated by multiplying the number of times a story was shared on Facebook by the average friend count for Facebook users.