Adsense CTR drop to 0.30% Cpc went up 200%

[Calisto997]

So 4 days ago my cpc went from 3% to 0.35% cpc from 0.30€ to 1€, views and impressions stayed the same , earnings also stayed the same , but I have no idea what happened with CTR

[NickMNS]

Since Adsense switched to a CPM payment model (March 2024), it has rendered CPC and CTR mostly useless as metrics. They should be ignored. Given that earning and impressions are the same there is no need for concern.

Just in case it's unclear, CPM means that you are now getting paid by impressions only. Whether a user clicks on ad or not makes no difference in the amount of money that you are paid.

[Milanex]

"Whether a user clicks on an ad or not makes no difference in the amount of money that you are paid."

You're right, the values are not interesting for the current earnings. CPC is just another calculated value and has nothing to do with the real click costs.

But indirectly, the click rate and CPC affect the auction costs and the delivery of suitable ads. And if AdSense is making good sales on your site (most advertisers still pay per click), you probably have the chance of a higher Impressions RPM.

Regards,
Milanex

[dolcevita]

I'm sorry, but I can't agree with you guys. My statistics clearly show that higher CPC means higher revenue, and lower CPC means lower revenue.
In that regard, very little or almost nothing has changed between the time before the CPM payment model and after the CPM payment model.

[NickMNS]

@dolcevita, it is true that when CPC is high revenues are high but that is because CPC is a function of revenue. CPC is revenue divide by number of clicks. So when revenue rise so does CPC. So the question then is does revenue rise with an increase in clicks. Clicks can't happen without impressions so an increase in clicks is also the result of an increase in impressions.

So really the number to check would then be CTR, the ratio of clicks to impressions. If clicks have a direct influence on revenue then an increase CTR should result in a direct increase revenue. My stats don't show that, I see no clear correlation. There may be an indirect influence, as suggested by @Milanex, but in my case it would be small. YMMV.