Could you please clarify this one? Your CPM went up by a factor of 3 to 4, yes? But / and your traffic went down by 25%. Are you saying that the number of un

Could you please clarify this one? Your CPM went up by a factor of 3 to 4, yes? But / and your traffic went down by 25%. Are you saying that the number of unique visitors to your site went down by 25%, or are you speaking to the suggestions behind this article, and when you put the new ads on the site you also optimised the data you were sending and consequently were pushing 25% less volume of traffic onto the wire?