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- gather all daily data that Google provides (including page =and= adviews, revenue, and clicks), and use only the 'official' Google data
- compile weekly cumulative data from the raw data, which is usually telling much more than the daily data
- compile monthly cumulative data (instead of four weeks). This is good for month-by-month comparisions.
- when drawing charts, always add moving averages: 7 days and 30 days. You'll be amazed at the trends you'll be able to see once you remove daily variance! In fact, this has become the most important value to me by now: If, for example, the 7 day EPC moving average declines for a few days, I know I am in for a bit of weeding...
- also add calculations for ads/page by dividing ad views by page views. It should be always in the same range unless you change the site or the source of your traffic changes significantly.
- use scatter graphs a lot! It is very revealing to see, for example, ads per page vs. revenue. This graph will tell you how variables are linked to each other.
But be warned: all statistical data and graphs should not make you believe that everyone else is seeing the same behaviour. It just helps you discovering certain indicators more clearly (and/or earlier) telling you that "something is wrong".
I hope this makes sense to you and helps you with your Excel sheet. I would certainly be interested to see it once you're done.
its fine for what i need, but may not contain some expected graphs or date ranges (ie: last 5 years etc).
members are welcome to it, but i presume i cant post a download link here, so im not sure how to give it to those that may want it