dataguy - 2:41 pm on Oct 25, 2005 (gmt 0) The bottom line has got to be the bottom line.
eCPM is a good number to watch because it should tell you how AdSense is paying without regard to how much traffic you are getting. This being said, we've found the page impressions that AdSense reports is much lower than the actual number of times a page is loaded, so the number can be deceiving. If we sell the ad space ourselves, we can sell for half the eCPM and make out better than AdSense, because AdSense numbers are so low.
The bottom line has got to be the bottom line.