Google, why do you hate me?

CTR way up, eCPM up, earnings down

[mike73]

My CTR has been going way up, more than double the usual, and eCPM is also up, but my earnings keep going down, down, down.

Why, god? WHYYYYYY?!?!?!?

Seriously, I think it's time to ditch Google and try something else.

[roycerus]

Your CTR is up - ECPM is up - but earnings are down. That surely means you have reduced impressions. Check what percentage of your income was on CPM.

[mike73]

Thanks for the tip. Impressions are about the same, maybe slightly higher, actually :(

[Nitrous]

ECPM up?
Traffic up? = more earnings?

Something is wrong with your maths here I think?

ecpm means dollars per thousand impressions.
How can both be up and earnings be down?
It can only be one or the other surely?

[Andrew Bassett]

Yeah Mike, it sounds like your math has a hole in it somewhere; either that or you're getting false data from Google.

eCPM is simply your (earnings / impressions) * 1000. So if your eCPM is up, then you're earning more money with less visitors. Or you're earning less money with FAR less visitors.