One term my company uses (not sure if it's an industry standard) that captures what you're describing is "yield," which is basically revenue/cost per user. Ulti

One term my company uses (not sure if it's an industry standard) that captures what you're describing is "yield," which is basically revenue/cost per user. Ultimately, what "CPM" you are making your advertisers is hard to really evaluate without knowing how much they are paying per impression or click. That said, sounds like you guys are on the right track, now just have to sustain this success and scale it!