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Question about Impressions and use of the back button
Use of back button and if it effects impressions

 12:36 pm on Sep 24, 2007 (gmt 0)


I have a question which I can't seem to find an answer for so I thought someone here might be able to give me some info.

In AdWords TOS it specifies that the browser back button must be functional on you landing page which makes total sense from a usibility POV.

What I am trying to work out is, if someone clicks on an ad then hits the back button and goes back to the SERP, does this register as an additional impression for your ad in AdWords.

From my own investigations I think that it does, however I am not 100% sure and could really do with knowing the answer / having some more information on it.

Any help / info would be greatly recieved!



 12:53 pm on Sep 24, 2007 (gmt 0)

I think it depends on whether the browser caches the results page. The SERP-Adwords are served through HTML - which means it's the overall page which would need another hit for you to get another impression. Adsense-served Adwords are via Javascript in an IFRAME and so caching issues may be completely different.

I'm no expert on server headers, but what I get from Google seems to indicate that the results can be cached, but only for that user session.


 1:08 pm on Sep 24, 2007 (gmt 0)

Thanks Vince,

I should have probably specified I am only worried about Google Search impressions, not content or search network.

Your observations are pretty much the same as mine, however using livehttpheaders in FF I get some info that seems to suggest the headers are re-sent each time you hit back button to Google...


 1:24 pm on Sep 24, 2007 (gmt 0)

Controlled test:

Bid on the keyword: '234fkh30vn3452c3j45jed34'

Wait twenty-four hours.

Search for the keyword, click the ad (ouch!), and then press back. Go to another machine on another connection and do the same.

Stop the ad campaign.

Wait twenty-four hours.

Determine if you have two impressions or four.

Total test cost: 2 minimum price clicks.

Do report back here with your results!


 1:28 pm on Sep 24, 2007 (gmt 0)

Excellent idea - i'll see you in 48/72 hrs with the results!

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