Enom 2010 Annual Report Download - page 55

Table of Contents
Key Business Metrics
We regularly review a number of business metrics, including the following key metrics, to evaluate our business, measure the performance of our
business model, identify trends impacting our business, determine resource allocations, formulate financial projections and make strategic business decisions.
Measures which we believe are the primary indicators of our performance are as follows:
Content & Media Metrics
page views: We define page views as the total number of web pages viewed across our owned and operated websites and/or our network of
customer websites, including web pages viewed by consumers on our customers' websites using our social media tools. Page views are primarily
tracked through internal systems, such as our Omniture web analytics tool, contain estimates for our customer websites using our social media
tools and may use data compiled from certain customer websites. We periodically review and refine our methodology for monitoring, gathering,
and counting page views in an effort to improve the accuracy of our measure.
RPM: We define RPM as Content & Media revenue per one thousand page views.
Registrar Metrics
domain: We define a domain as an individual domain name paid for by a third-party customer where the domain name is managed through our
Registrar service offering. This metric does not include any of the company's owned and operated websites.
average revenue per domain: We calculate average revenue per domain by dividing Registrar revenues for a period by the average number of
domains registered in that period. The average number of domains is the simple average of the number of domains at the beginning and end of
the period. Average revenue per domain for partial year periods is annualized.
The following table sets forth additional performance highlights of key business metrics for the periods presented:
2008 to
2009 2009 to 2010
Year ended December 31,
%
Change % Change
2008(1) 2009(1) 2010(1)
Content & Media Metrics:
Owned & operated
Page views (in millions) 5,949 6,849 8,233 15% 20%
RPM $ 10.56 $ 10.69 $ 13.45 1% 26%
Network of customer websites
Page views (in millions) 5,443 10,009 13,155 84% 31%
RPM $ 4.04 $ 3.45 $ 3.20 (15)% (7)%
RPM ex-TAC $ 2.63 $ 2.39 $ 2.27 (9)% (5)%
Registrar Metrics:
End of Period # of Domains (in millions) 8.8 9.1 11.0 3% 21%
Average Revenue per Domain $ 9.85 $ 10.11 $ 9.96 3% (1)%
For a discussion of these period to period changes in the number of page views, RPM, end of period domains and average revenue per
domain and how they impacted our financial results, see "Years ended December 31, 2008, 2009 and 2010" below.
(1)
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