What are the 5 ratios every online publisher should know?

[question]

Can you please explain how to calculate the 5 ratios every online publisher should know?

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[answer]

Sure! Here goes:

1. Google Visibility Index
   This is your estimated search impressions divided by total searches for a given keyword universe at a point in time.
2. Unique conversion rate
   Email adds divided by unique visitors for a specific period, normally a month – 5% is a good number.
3. Revenue per M (RPM) emails sent
   Email revenue divided by emails sent, often a single effort.
4. Revenue per M (RPM) impressions
   Website revenue divided by unique visitor, for a specific period of time.
5. Email opt-out rate
   Email opt-outs – both voluntary and bounced – divided by average email subscribers for a given period.

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