What to expect from RPM in January

Whether this is your first January with Journey—or your first January running ads on your site—it’s important to know that January is always a bit of a shock, especially coming off Q4, which is typically the strongest-performing quarter of the year.

The first week of January (and often the first half of the month) can feel particularly jarring.

It’s completely normal to see RPM drop 40–50% from December to January, and in some cases, the decline can be even steeper depending on your traffic mix, niche, and audience behavior.

Pro tip: For companies whose fiscal year ends in June, you may notice a similar (usually smaller) dip at the beginning of Q3 in July.

We know this can be scary - but we've just released this help article here that talks about this more in-depth with a few suggestions on how to be proactive! 

You can check out that resource here: Why does RPM (and Ad Spend) drop in January/July?