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Why does my eCPM fluctuate?
Fluctuations in eCPM are determined by CTR, CPC, traffic quality, and multiple other factors. In general, when the traffic volume is stable, CTR should also remain stable.
Possible causes of eCPM fluctuations include:
- Changes in advertising competition that lead to fluctuations in CPC, thus affecting eCPM;
- Advertisers' budgets;
- Fluctuations in the magnitude of large-volume traffic flows.
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