“What are you measuring” seems like an obvious question when you are conducting a traffic test with a new monetisation company. From experience, most people get the answer to this question completely wrong.
When you are running a traffic test you are NOT seeing if you can earn more money. This may sound strange but it’s the simple truth. What you should be actually measuring is the capabilities of the new company to optimise your traffic for a better result. More money (although important) is merely a by-product of the optimisation activity.
For example, we recently had a client place their domains with ParkLogic for optimisation and as time went by we just couldn’t beat their numbers. In fact, it seemed that the more effort that we put into the optimisation the worse thing became.
It was at this time that I had an epiphany (ie. a brainwave!). It just so happened that the client provided their baseline data in Euros from back in August and we were being benchmarked against these numbers. Since the ParkLogic system uses $USD we dutifully converted the baseline data from Euros to $USD when we received it....