My boss has asked me how our site compares with others in terms of how much revenue is made per thousand impressions (RPM). This is what google adsense calls eCPM but we make money from more than just Ad-sense. Without giving away any details about our site I can say that we are around $10. My boss thinks that this is low for a content site. Should we be worried that we are not doing enough?
It really depends on the type of content, type of end users, etc. You would need to compare it to similar sites. For my sites, my eCPM runs between $0.46 and $268.95 historically for each site, so...
My company is running a content site. We collect content from various sources and topics and publish it, we don't sell anything and make all our money from Ad-sense. The topics are about anything and everything. We are only getting about a million page views and we have invested a lot of money in our content. We would like to know if we are properly monetizing our content and seeing how similar sites are doing would help us gauge our position.