Impressions going down while traffic remains steady?

[proboscis]

What does it mean when your impressions have been going steadily down for several months but traffic to your site remains steady?

[jomaxx]

There are other imaginable explanations, but it probably means that human traffic is down and automated traffic is up on your website.

[alephh]

You have a certain amount of regular visitors, who, for some reason, don't like to click to the ad every week year after year.

[proboscis]

Right, but impressions are counted whether anyone clicks or not, aren't they?

[jomaxx]

Yes, I think alephh misread the post. Anyway, what I said still stands. There are a lot of spiders and automated processes (e.g. prefetch) that identify themselves as standard Mozilla browsers these days, and some stats packages cannot distinguish between them and regular surfers.

[MyNewPC]

If your visitor has Javascript disabled, AdSense ads will not be served resulting in fewer impressions.