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earnings per visitor

does anyone use this metric?

     
7:02 am on Aug 23, 2007 (gmt 0)

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Among the stats I have been tracking is earnings/visitors. (Not earnings per click, although I track that, too.)

Its one of those things I just did when I first set up my AS metrics. Looking back now, over about 30 months of records, its stayed rock solid (a few cents up or down from an average value) even though I've added about 10X my original content, and my traffic has grown in proportion to my content.

I'm wondering if its worth tracking. Has anyone used this as a meaningful metric?

7:04 am on Aug 23, 2007 (gmt 0)

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It is an interesting measure, and not one which I've worked with in the past. Where do you get your visitor count figures?
7:26 am on Aug 23, 2007 (gmt 0)

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I track earnings per impression
1:19 pm on Aug 23, 2007 (gmt 0)

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dibbern2:

Looking back now, over about 30 months of records, its stayed rock solid (a few cents up or down from an average value) even though I've added about 10X my original content, and my traffic has grown in proportion to my content. I'm wondering if its worth tracking. Has anyone used this as a meaningful metric?

Only recently I began tracking this metric, and I analyzed the whole data set for 2+ years. While I can not confirm that it's "rock solid" over the whole period, I noticed that (for me) it is "very very very solid" since April this year. I'd say the error margin (again, for me) is +/- 2% of the average. This is a predictability that I do not see for any other Adsense metric. All the other metrics seem to fluctuate wildly, often without any reasonable explanation.

I'd say that Google just pays out per "unique human visitor" (UHV), regardless of the number of clicks, i.e. the EPC we are seeing is just the result of the formula

EPC = Number of UHVs x payout per UHV / number of clicks

This would explain why EPC fluctuates sometimes wildly while overall revenue seems to be "more solid". Now the question remains, how is "payout per UHV" calculated?

2:22 pm on Aug 23, 2007 (gmt 0)

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"Earnings per visitor" makes sense if you're buying traffic or running an e-commerce site. For a publisher, eCPM is a more useful metric, because it lets you compare AdSense revenues against revenues from other sources.
8:38 pm on Aug 23, 2007 (gmt 0)

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This is an important metric if you are paying to drive traffic to your site. You need to know you max costs limits...