RPM drop triage for blogs: traffic mix, ad fill, or page intent?

A blog RPM drop can come from traffic mix, ad fill, seasonality, page intent, or tracking changes. This triage note helps separate those causes before blaming a single ad setting.

## Start with traffic mix
Compare countries, devices, referral sources, and top pages before comparing RPM alone. A surge of low-intent traffic can lower RPM even if ad setup did not change.

## Check ad fill and policy warnings
Look for ads.txt warnings, limited ad serving, blocked categories, or fill-rate changes. These signals are different from normal demand swings and should be handled before content guesses.

## Page intent matters
Informational pages, coupon pages, product reviews, and troubleshooting posts attract different advertisers. If traffic moved from buyer-intent pages to broad informational pages, RPM can fall while total visits rise.

## Do not use one-day conclusions
Use a 7-day and 28-day comparison when possible. A single day can be distorted by campaign demand, tracking delay, or one viral post.

RPM drop triage for blogs: traffic mix, ad fill, or page intent?

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