europeforvisitors - 2:15 pm on Oct 25, 2005 (gmt 0)

I keep an eye on eCPM and total revenues, just to get a feel for what's happening.

eCPM shows how AdSense is performing in comparison to other revenue sources (so that I can decide how to allocate ad space).

Total revenues show what I'm earning (so that I can decide whether to pay the bills this month).

Other stats such as EPC are of academic interest, and it's always nice to see them having a positive trend, but for a publisher (a publisher in the traditional meaning of the term, at any rate) eCPM and bottom-line revenues are the metrics that count.