Adsense stats different from Google Analytics?

James Ryan Jonas

If you were able to successfully link your Adsense and Analytics accounts, you would see by now relevant stats about Adsense on your Analytics account.

Among others, you will see:

  • which blog post brought the most ad clicks;
  • which site delivered the most referred users who clicked on the ads;
  • a comparison of your click-through rates (CTR), cost per impression (eCPM), and Adsense income

But one thing you will find weird sometimes is the difference of statistics on your Adsense account and on Analytics. For instance, Analytics may show a different number of ad clicks from that recorded on your Adsense account. Worse, your earnings on Adsense may be different from what is shown on Analytics.

Is this normal?

Don’t worry, it is. According to Google, it is possible to have significant discrepancies between the reports on Adsense and Analytics.

These can be explained by the following.

1. Analytics only tracks Adsense content ad units, meaning it does not show stats for Adsense link ads, search ads, and other Adsense ad products.

2. For reports to match, the Analytics code must be included on every webpage running Adsense for content ad units.

3. If a site visitor did not enable cookies on the browser, the Adsense stats won’t be recorded on Analytics.

4. Analytics counts a pageview only when the Google Analytics tracking code is executed by a user’s browser. For example, if the tracking code is at the bottom of the page and the user exits the page before the site fully loads, the tracking code will not be executed. In this case, AdSense might count a page impression but Analytics won’t count the pageview.

Your Adsense and Analytics accounts may sometimes present varying figures but at the end of the day, the final Earnings amount shown on your Adsense account is the thing that matters the most, right?

James Ryan Jonas teaches business management, investments, and entrepreneurship at the University of the Philippines (UP). He is also the Executive Director of UP Provident Fund Inc., managing and investing P3.2 Billion ($56.4 Million) worth of retirement funds on behalf of thousands of UP employees.