What reports should I know about?

.... beyond ad units and devices...

[LuckyD]

I am in the process of completely revamping our advertising. Currently around 1.2mm monthly pageviews, but we haven't really dug deep into revenue analysis. Just went with the flow.
Is there maybe something that I'm missing or I should be looking at that I don't even know exists beyond the usual top-level reporting?

What reports do you think are most valuable for you and are actually actionable?

[Maleda]

I'd be keen on hearing everyones feedback on this too!

[netmeg]

Most of my reports are custom, and also I have a lot of websites, so most of what I use wouldn't be applicable for you.

But you might want to look at text vs images, contextual vs interest based, and ad sizes. I used the third party network report to realize that over a period of several millions impressions, I got about $10 from all the third party networks combined, compared to five figures from the AdWords network - so I blocked all the third party networks. But basically you need to go in yourself and decide what's important to you.

[LuckyD]

Netmeg, thanks a lot for the tips. I was always under the impression that blocking third party networks will actually accomplish the opposite of what I'm trying to do, because I'm effectively eliminating competition. Is there any truth to that? Did you see an increase in earnings after disabling third party networks?

[tangor]

I read the You Made A Million Dollar$ Today Report. But I'm usually asleep at the time so it doesn't count. :) (That's a joke if not obvious!)

View the available metrics. Oddly enough, the top listings are the most vital... but one needs at least a year of reports to make any sense of trends. And that same year of reports to know which way to jump.

[netmeg]

Did you see an increase in earnings after disabling third party networks?

My earnings are usually increasing for assorted reasons, hard to ascribe it to that. But I don't see wasting ad impressions on networks that are going to pay so little over millions of impressions. If I were worried about ad competition, I'd remove an ad slot.