joined:Sept 13, 2004
I use many URL channels and custom channels to analyze site Adsense performance. The new interface provides the new statistics of CPC bids versus CPM bids. The report shows a ratio of 10 to 20 to 1 of CPC bids to CPM bids (Ad Impressions) for my sample site. This cannot be correct. If you select the Page View version of this stat the ratio is ridiculously high.
I've always questioned Adsense earnings for CPM ads as being non-competitive with CPC ads on low traffic sites, and this stat may be a clue.
I think this site has far more CPM ads than are being reported by this new stat. Perhaps Adsense is not including Text ads that have CPM bids in the CPM stats?
If you use URL channels on a good selection of your pages that have relatively low traffic at least in this example you can clearly see from the old statistics that there must be many CPM ads. Simply by looking at page earnings for pages with no clicks. I would say for this site that ratio of pages with earnings and no clicks to pages with earnings with clicks is easily 4 to 1 on any given day. Therefore I would expect the stats for CPM bids to CPC bids to be at least 4 to 1, no where near what this new BID statistic is showing.
In the past with many channels it was easy to see CPM rates of 0.33 cents for page views with no clicks. This can be done by sorting by earnings. One trick when you do this is to realize that pages that have absolutely no earnings are listed in the results in the old interface in reverse alphabetical order. Again in the report you would see pages with 0 ecpm and 0 earnings list between pages with non-zero ecpm and the reverse alphabetically sort page's URL channels. The way to see this easily is to have lots of channels with low traffic pages OR you can also look at your data first thing in the morning (Pacific Time!). This is when you can look at pages with zero clicks but with earnings and ECPM displayed. These must be CPM ads ?
I will say at some point in the last two years CPM rates somehow jumped by a factor of 10. As I said I used to see rates well below a penny versus pennies these days. Quite a change.
Anybody else look into this new stat?
Does it make sense in your case?