Pro Forma 2014 Agent Advertiser Count and ARPA
Zillow Group presented Q2 2015 financial results earlier today. In the table below, you will find estimates of our PRO FORMA 2014 agent advertiser count and average revenue per agent advertiser, or ARPA.
| Zillow Group 2014 Quarterly Pro Forma Metrics | |||||
| Metric | Q1 | Q2 | Q3 | Q4 | Notes |
| Agent Advertisers | 82,912 | 91,547 | 99,020 | 102,087 | (1) (2) |
| ARPA | $284 | $318 | $334 | $339 | (1) (3) |
| (1) The pro forma metrics assume our February 2015 acquisition of Trulia closed on January 1, 2014. | |||||
| (2) Represents the pro forma, de-duplicated, combined advertiser count at the end of the current quarter for Zillow and Trulia, which does not include Market Leader-only advertisers. For additional information about how Zillow Group calculates Agent Advertisers, please refer to the periodic reports of Zillow Group filed with the Securities and Exchange Commission, which are available at sec.gov. | |||||
| (3) Represents the pro forma average monthly revenue per advertiser, or ARPA. We calculate pro forma ARPA by dividing the pro forma revenue generated by Zillow’s Premier Agent program and Trulia’s real estate revenue products (excluding revenue generated by Market Leader) in the period by the pro forma average number of Agent Advertisers in the period, divided again by the number of months in the period. The pro forma average number of Agent Advertisers is derived by calculating the average of the beginning and ending number of Agent Advertisers on a pro forma basis for the period. Please refer to Note (2) above for information regarding the pro forma calculation of Agent Advertisers. | |||||
| The pro forma metrics in the table above are provided for informational purposes only.The pro forma metrics are presented in order to provide additional insights into the underlying trends in the business. For historical information on the key metrics and financial statements of Zillow and Trulia on an as reported basis, please refer to the periodic reports of Zillow and Trulia filed with the Securities and Exchange Commission, which are available at www.sec.gov. | |||||