Adwords stats & site traffic stats...

As publishers our sites are online versions of various sectoral magazines we produce in traditional paper form. We use adwords to attract more visitors to our sites. Visitors sign up for our newsletters.

The more visitors we have, the more on-site advertising we can attract.

Additionally, the more newsletter subscribers we have, the more advertising we can attract to this, our third revenue stream.

Every month we send out to our advertisers a basic summary of website traffic stats to show what wonderful sites we have and how justified our clients are in spending money with us.

I have an idea whereby I'd like to incorporate stats that are available from our adwords campaigns into the traffic stats that we send to our advertisers. At this moment it's just an idea, though. I don't know what stats might be determined useful by the marketplace, nor how to present them, nor how to make them relevant to our advertisers.

On the outside world (to quote an old song by The Drifters), ie, here, this may seem a bit nonsensical. However, I'm convinced that there is some merit in showing to advertisers, in some fashion, what efforts we undertake on an ongoing basis to encourage more visitors to our sites. (The justification is that "we spend money on adwords in order to bring more customers to your adverts, Mr Punter...")

Question is though; how? If, as one of our advertisers, I were to give you a one sheet summary of a previous months traffic stats, what adwords stats might usefully sit alongside these when presented in the right way?

I'm sure that over the weekend I'll come up with various was of doing this, but at this moment - 10 past 5pm on a Bank holiday weekend - my mind seems to be elsewhere, possibly the pub...;-). Regardless of that, your thoughts are most welcome.

Syzygy