Enom 2012 Annual Report Download - page 49

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44
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 (1) our owned and operated
websites and/or (2) our network of customer websites, to the extent that the viewed customer web pages host the
Company's monetization, social media and/or content services. 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. Beginning July 1, 2011, the number of net new domains has
been adjusted to include only new registered domains added to our platform for which we have recognized revenue.
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.
The following table sets forth additional performance highlights of key business metrics for the periods presented:
2010 to
2011 2011 to
2012
Year ended December 31, %
Change %
Change
2010 2011 2012
Content & Media Metrics (1)
Owned & operated
Page views (in millions) 8,234 10,378 13,192 26 % 27 %
RPM $ 13.45 $ 15.14 $ 13.53 13 % (11)%
Network of customer websites
Page views (in millions) 13,155 17,436 18,989 33 % 9 %
RPM $ 3.20 $ 2.77 $ 3.58 (13)% 29 %
RPM ex-TAC $ 2.28 $ 2.06 $ 2.55 (10)% 24 %
Registrar Metrics (1)
End of Period # of Domains (2) (in millions) 11.0 12.7 13.7 15 % 8 %
Average Revenue per Domain (2) $ 9.96 $ 10.08 $ 10.19 1 % 1 %
___________________________________
(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 “Results of Operations” below.
(2) Beginning July 1, 2011, the number of net new domains has been adjusted to include only new registered domains added to
our platform for which we have recognized revenue. Excluding the impact of this change, end of period domains at
December 31, 2012 would have increased 13% and average revenue per domain during the year ended December 31, 2012
would have decreased 4%, each compared to the corresponding prior-year period.