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Let's talk statistics

What are your most important AdSense stats?

9:06 am on Oct 25, 2005 (gmt 0)

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Given how little we get to know from Adsense, what are the statistics you are looking at?

And I'll make a start: I created a large-ish Excel spreadsheet that covers every day in detail from the original data provided by Adsense, i.e. ad and page impressions, ad clicks, and revenue.

From this I derive the following parameters:

- ad impressions per pageview
- revenue per page and per click
- total revenue, pages, clicks

and I run weekly and monthly totals from this data, also cumulated for weekdays. I find that this gives a much better view on what actually happens than the individual days data.

Then I have very interesting performance stats for weekdays, i.e. just looking at the SHARES of traffic, clicks and revenue, regardless of the absolute traffic. One would think that if I get 10% of traffic (ad impressions) on Mondays, that there should be 10% of the clicks and 10% of the revenue linked to this. But it is not like this - at least not for me. And you may be surprised when you look at the stats this way for your site.

Finally, I throw in cumulated data for pageviews from the log file analyzer, total, and by weekdays. You can run this data against the Adsense values to see whether there are big differences.

Ah, very interesting are 30 days averages across these values (especially revenue!). Makes you think. Anyway, it's fantastic what you can make from just four values per day.

What about you and your Adsense statistics secrets?

12:15 pm on Oct 26, 2005 (gmt 0)

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Do you know the typical hours and days that the majority of visitors from Yahoo, will visit a Yahoo optimized site? It is different than a site optimized for MSN. When you know these things, it makes life much easier.

Unfortuately I am going to have to make a generalisation...I must assume you are simply referring to the US market?

I have to assume this since this, according to all my reports and stats, this has nothing to do with my reality and experiences from a global Net perspective.

Do you anything to back-up your claims?

12:44 pm on Oct 26, 2005 (gmt 0)

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@ 21_blue: i didn't mean gerneralisation in gerneral :) in fact i love generalisations, makes things so easy.. but i was refering to the "don't put all your eggs in one basket" theory.

that's fine for people who have adequate alternatives, but some of us find a market with fewer chances. question is, will you take the (initial) risk and learn to cope with that.

1:40 pm on Oct 26, 2005 (gmt 0)

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correct but not linear

True, but all statistics depend on the myth of Ceteris Paribus (all other things being equal). Of course, none of the variables ever sit still and the other things are never equal. The average visitor could be worth 10 cents. Then a campaign to increase traffic brings in more people, but they are different people, so they click and convert differently, and the CTR, ecpm and smart pricing change everything in a non-linear way.

Buckminster Fuller didn't believe in statistics (static)- he talked about dynamistics ... dynamic relationships. Most of us think dynamically, except when we are counting unhatched chickens.

1:48 pm on Oct 26, 2005 (gmt 0)

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While we are a usa company, we actually target all engines, because our visitors come heavily from many nations, including China, which has a strong presence on our site. We have visitors from over 148 nations, and they come from over 100 search engines.

The comment is not directed at usa companys, usa search results, or english, but all engines, and in fact all languages. The core elements of search engines do not change based on location or language. The stay the same. Only minor details change.

It doesn't get any more 'real' than that in an international marketplace. We have been designing for the world for over 4 years now. Previously we were narrow minded, saw the web has an American marketplace, and designed for Americans and American search engines. That was not very realistic in an internatinal marketplace such as the web.

2:15 pm on Oct 26, 2005 (gmt 0)

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Since Google got big, I've not been able to get anywhere near the same traffic from the other engines as I have from Google, even when the sites rank equally in all engines.

As far as I see it, I'd rather have 2 websites, each that earn $100 a day from Google than 1 Google optimised site that earns $100 and one Yahoo optimised search that earns $25.

The key I think is retained profit. You have to be able to accumulate enough profit to keep you going through economic downturn or the wrath of the algos.

I reckon it takes a year to get a site established with Google now, so I guess in an ideal world, you need to be able to keep enough retained profit to keep you going for a year. Then if the worst comes, you can start up from scratch again.

4:33 am on Oct 27, 2005 (gmt 0)

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i just check last 7 days and this month totals by day - sometimes check channels to see how each site compares / improving... simply focusing on the bottom line of how much per day / week / month is coming in...

used to spend at least 30 min / day going over stats - but that 30 min is too precious - so spend only 5 min / day now...

thinking about setting up more channels to track more in depth - but again it's time consuming...

5:40 am on Oct 27, 2005 (gmt 0)

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What are your most important stats: This one and a couple others.

Above showing mean and SD vs week day for October. Also neatly visisble the traffic variations leading to a two peaked density plot. My overall density plot shows three peaks corresponding to Google variations. Since it's essentially timeseries data not of that much value. I also plot CTR vs eCPM and money vs date and ecpm, and ctr vs date using several fitting curves. Usually I go for a friedmann as it kinda neatly follows wht actually happened. On the long run I am considering time series autocorrelation or running mean as short term predictors. But google updates are like stock market crashes making these kinda analyses as useful as stock market analyses. Ergo very vulnerable.

If anyone wants to try R on the mean script [its free]

Here is my not too sophisticated S-Plus script [works with R and reverse mostly]:

DS = data set

s <- DS6
dmonday <- paste (as.character(as.character(mean(s$money[s$weekday=="Monday"]))),as.character(sqrt(var(s$money[s$weekday=="Monday"]))))
dtuesday <- paste (as.character(as.character(mean(s$money[s$weekday=="Tuesday"]))),as.character(sqrt(var(s$money[s$weekday=="Tuesday"]))))
dwednesday <- paste (as.character(as.character(mean(s$money[s$weekday=="Wednesday"]))),as.character(sqrt(var(s$money[s$weekday=="Wednesday"]))))
dthursday <- paste (as.character(as.character(mean(s$money[s$weekday=="Thursday"]))),as.character(sqrt(var(s$money[s$weekday=="Thursday"]))))
dfriday <- paste (as.character(as.character(mean(s$money[s$weekday=="Friday"]))),as.character(sqrt(var(s$money[s$weekday=="Friday"]))))
dsaturday <- paste (as.character(as.character(mean(s$money[s$weekday=="Saturday"]))),as.character(sqrt(var(s$money[s$weekday=="Saturday"]))))
dsunday <- paste (as.character(as.character(mean(s$money[s$weekday=="Sunday"]))),as.character(sqrt(var(s$money[s$weekday=="Sunday"]))))

plot(density(s$money[s$weekday=="Monday"]),main="Monday",xlab=dmonday ,ylab="n",xlim=c(0,350))

All you need is two columns: money from your adsense report and one with weekdays, or whatever you want.
xlim=c(0,350) is the cash range. If you want a histogram replace plot(density((s$money[s$weekday=="Thursday"]),...bla)
with hist(s$money[s$weekday=="Thursday"], ...bla) and notice the ) missing in the middle.

I thought about doing a "real" adsense stats site but I am kinda not allowed to do adsense stuff with adsense ads on it so I am kinda leaving that until yahoo spreads to Europe. Unless of course some cleverer and better and wiser picks up the idea here. ;)

There can be loads of improvements on above script, it's just a quick hack for the bored webmaster ..

Next I will be posting a Lingo shockwave script to do the same to demonstrate my knack for weird moribund programming languages.. nah just kidding.

7:50 am on Oct 27, 2005 (gmt 0)

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With multiple sites you need to target different engines with different sites you own. If you target Google with all them, what if Google updates and tosses the cash cows?

I use only a general optimzation towards an ideal search engine.

Yahoo changed several times the default search engine,
and every time, I received neraly the same trafic.

So my sites have been equal performing in Altavista, Infoseek, Inktomi, Google.

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