Google AdSense reports contain much more information than simply how much money your website earned. When interpreted correctly, AdSense reporting can help you understand:

• How much traffic is reaching monetized pages
• How many advertisements are actually being served
• Which websites and pages generate the most revenue
• Whether mobile or desktop visitors are more valuable
• How efficiently your traffic is being monetized
• Whether ads are actually visible to visitors
• Whether declining revenue is caused by traffic, ad serving, RPM, or another issue
• Which ad formats perform better
• Whether your AdSense performance is improving or declining over time

Google describes AdSense reports as tools for analyzing account performance through charts, tables, metrics, filters, breakdowns, and comparisons. Publishers can also create, save, schedule, and export customized reports.

This guide explains the important sections of Google AdSense reporting and, more importantly, how to interpret the numbers together instead of looking at each number separately.

1. Understanding the AdSense Reporting Structure

Open your Google AdSense account and navigate to:

AdSense → Reports

The exact interface can evolve, but the reporting system generally consists of:

Report → Date Range → Breakdown → Filters → Metrics → Chart → Data Table

Google's reporting interface allows publishers to change date ranges, compare periods, add breakdowns and filters, choose metrics, change chart types, adjust reporting settings, and save or export reports.

Understanding these components is the first step toward meaningful AdSense analysis.

2. Report List

The report list contains Google's predefined reports along with any custom reports you have created.

Depending on your AdSense configuration and products, reports may include areas such as:

• Performance overview
• Sites
• Ad units
• Ad formats
• Platforms
• Countries
• Products
• Top pages
• Custom channels
• URL channels
• Ad networks
• Bidding types
• Serving restrictions
• Active View/viewability metrics

Not every AdSense account will necessarily display exactly the same reports or metrics.

The Performance overview is usually the best starting point because it gives you an overall picture before you investigate individual websites, pages, devices, or ad formats.

3. Date Range

Never analyze AdSense performance without checking the selected date range.

Common selections include:

• Today
• Yesterday
• Last 7 days
• Last 30 days
• This month
• Last month
• Custom date range

You can also compare periods.

For example:

Last 28 days vs previous 28 days

or

August 2026 vs July 2026

Comparisons are extremely useful because a number by itself tells you very little.

Suppose your website earned:

₹8,000 this month

Is that good or bad?

You cannot answer until you know:

• Previous month's earnings
• Traffic difference
• Page RPM difference
• Impression difference
• Coverage difference
• Seasonal changes

Therefore, always analyze trends, not just absolute numbers.

4. Estimated Earnings

One of the most visible metrics is:

Estimated earnings

This represents an estimate of revenue generated during the selected reporting period.

However:

Estimated earnings are not necessarily the amount that will finally be paid.

Google explains that estimated earnings may later be adjusted, including adjustments associated with invalid clicks or impressions. Finalized earnings appear later in the payment information.

For example:

Estimated earnings:

₹10,250

Finalized earnings:

₹10,090

The difference does not automatically indicate a technical problem.

Adjustments may occur during Google's validation process.

5. Estimated Earnings vs Finalized Earnings

This distinction is extremely important.

Estimated Earnings

These appear during the current reporting period and can fluctuate.

Finalized Earnings

These are calculated after Google processes the month's activity and applicable adjustments.

Balance

Your balance represents finalized earnings and applicable account credits/debits that have not yet been paid.

Google specifically distinguishes estimated earnings, finalized earnings, earnings shown in Payments, and account balance.

Therefore, do not reconcile accounting records solely against today's estimated earnings.

6. Page Views

A page view is generated when a user views a page containing Google ads.

For example:

One visitor opens:

Article A
Article B
Article C

This can generate approximately:

3 page views

Page views tell you about your monetized content consumption.

If earnings decline sharply, one of the first questions should be:

Did page views also decline?

Google itself recommends examining page views early when troubleshooting AdSense earnings problems.

7. Ad Impressions

Page views and ad impressions are not the same thing.

Google defines an AdSense impression as an ad request where at least one ad has begun downloading to the user's device.

Suppose a page contains multiple ad placements.

One page view might potentially generate several ad impressions.

Example:

Page Views = 10,000

Ad Impressions = 24,000

This does not mean 24,000 visitors visited the website.

It means advertisements generated approximately 24,000 impressions.

8. Page Views vs Impressions

This distinction is critical.

Metric	What it tells you
Page Views	Number of monetized pages viewed
Impressions	Number of ad impressions generated
Clicks	Number of ad clicks
Page RPM	Revenue efficiency per 1,000 page views
CPC	Revenue/value associated with ad clicks
Page CTR	Click frequency relative to page views

Suppose:

Page Views = 100,000
Impressions = 250,000

This indicates approximately:

2.5 ad impressions per page view

That ratio can help you understand how much advertising inventory is being generated.

But more ads are not automatically better.

Too many ads can negatively affect:

• User experience
• Page readability
• Website speed
• Engagement
• Viewability

The objective should be efficient monetization, not simply maximizing the number of ad placements.

9. Clicks

The Clicks metric tells you how many times visitors clicked advertisements.

Example:

Page Views = 50,000
Clicks = 500

Clicks are useful, but they should never be analyzed alone.

A sudden abnormal increase in clicks should be examined carefully because invalid or accidental clicks can later result in reporting adjustments.

Google notes that click counts and estimated earnings can change, particularly during the initial reporting period, as invalid-click processing occurs.

Never click your own ads and never encourage visitors to click advertisements.

10. Page CTR

CTR means:

Click-Through Rate

Page CTR helps show how frequently page views result in advertisement clicks.

A simplified calculation is:

Page CTR = Clicks ÷ Page Views × 100

Example:

Page Views = 100,000
Clicks = 1,000

Page CTR:

1,000 ÷ 100,000 × 100 = 1%

CTR should primarily be used as a diagnostic metric, not as something you should artificially attempt to maximize.

A sudden unexplained CTR increase deserves investigation.

11. CPC — Cost Per Click

CPC stands for:

Cost Per Click

It represents the value associated with an advertiser click.

Google's homepage performance information describes CPC as the amount an advertiser pays each time a user clicks the ad.

Example:

100 clicks generating ₹1,000 of applicable click-based revenue would imply an average value of roughly:

₹10 per click

Actual CPC varies significantly.

Factors can include:

• Visitor country
• Advertiser competition
• Topic
• Commercial intent
• Device
• Season
• Advertisement
• Audience
• Advertiser demand

Therefore, two websites receiving the same number of visitors may generate completely different AdSense revenue.

12. RPM — One of the Most Important Metrics

RPM means:

Revenue Per Thousand

RPM helps answer:

How effectively is my traffic being monetized?

Google defines RPM as estimated earnings divided by the relevant page views, impressions, or queries and multiplied by 1,000.

13. Page RPM

Page RPM is especially useful for publishers.

Formula:

Page RPM = Estimated Earnings ÷ Page Views × 1,000

Google uses this same formula for Page RPM.

Example:

Estimated Earnings = ₹5,000
Page Views = 100,000

Page RPM:

₹5,000 ÷ 100,000 × 1,000 = ₹50

This means the website is generating approximately ₹50 for every 1,000 page views during that reporting period.

It does not mean Google is paying a fixed ₹50 per 1,000 views.

RPM is a calculated performance indicator.

14. Why Page RPM Is More Useful Than Earnings Alone

Consider two months.

Month A

Page Views: 100,000
Earnings: ₹5,000
Page RPM: ₹50

Month B

Page Views: 150,000
Earnings: ₹6,000
Page RPM: ₹40

At first glance Month B appears better because revenue increased from ₹5,000 to ₹6,000.

But monetization efficiency declined:

₹50 → ₹40 RPM

Traffic increased 50%, while revenue increased only 20%.

That means you should investigate why each 1,000 page views is producing less revenue.

Possible areas to examine include:

• Country mix
• Device mix
• Viewability
• Ad format
• Advertiser demand
• Traffic quality
• Content/topic mix
• Seasonal advertiser spending

This is why RPM is one of the most valuable metrics for long-term analysis.

15. Impression RPM / Ad RPM

RPM can also be calculated against ad impressions.

For example:

Estimated Earnings = ₹10,000
Ad Impressions = 500,000

Impression RPM:

₹10,000 ÷ 500,000 × 1,000 = ₹20

Google notes that RPM can be calculated using different denominators such as page views or impressions, so always verify which RPM metric you are reading.

16. Coverage

Coverage is an extremely useful troubleshooting metric.

Google defines coverage as:

Ad requests that returned ads ÷ Total ad requests × 100

For example:

10,000 ad requests
9,500 returned advertisements

Coverage:

95%

Google explains that coverage close to 100% indicates ads were returned for most requests, while lower coverage means some requests did not receive a suitable ad.

Coverage is particularly useful when earnings suddenly decline.

17. What Low Coverage Can Indicate

A significant coverage decline deserves investigation.

Possible causes identified by Google include:

• Ad serving limits
• ads.txt problems
• Policy issues
• Crawler errors
• Invalid traffic
• Ad setup
• Blocking controls
• Market conditions

Google recommends comparing earnings, coverage and traffic when diagnosing coverage-related revenue declines.

Example:

Yesterday:

Page Views: 20,000
Coverage: 98%

Today:

Page Views: 21,000
Coverage: 45%

Traffic actually increased, but far fewer ad requests successfully produced ads.

Therefore, a revenue decline could be associated with ad serving, rather than a loss of visitors.

18. Active View

An ad impression does not necessarily mean the visitor actually saw the advertisement.

This is why Active View is important.

Google's Active View technology measures advertisement viewability.

For standard display measurement, an impression is considered viewable when at least 50% of the advertisement is visible on screen for at least one continuous second.

19. Active View Measurable

This indicates what percentage of impressions could actually be measured using Active View.

Not every impression can necessarily be measured.

Technical factors can sometimes prevent measurement.

Therefore:

Measurable ≠ Viewable

First Google determines whether the impression can be measured.

Then it determines whether the measurable impression qualified as viewable.

20. Active View Viewable

Active View Viewable indicates the percentage of measurable impressions that were actually viewable.

Example:

10,000 measurable impressions
7,000 viewable impressions

Active View Viewability:

70%

Google defines Active View Viewable as the percentage of viewable impressions among measurable impressions.

Higher viewability can make advertising inventory more attractive because advertisers naturally prefer placements that visitors actually have an opportunity to see.

21. Average Viewable Time

Another useful Active View metric is:

Average Viewable Time

It measures the average duration for which at least 50% of an ad's pixels remained visible.

Google includes Average Viewable Time among its Active View reporting metrics.

This can help compare ad placements.

For example, an advertisement placed in an area where readers spend time consuming content may remain visible longer than an advertisement quickly scrolled past.

22. Sites Report

If multiple websites are connected to the same AdSense account, the Sites report becomes extremely valuable.

Compare:

• Estimated earnings
• Page views
• Impressions
• RPM
• Clicks
• CTR
• Coverage
• Viewability

for each website.

Example:

Website	Page Views	Earnings	Page RPM
Site A	100,000	₹6,000	₹60
Site B	100,000	₹2,500	₹25
Site C	50,000	₹4,000	₹80

Site C has fewer page views than Sites A and B but generates the highest revenue per 1,000 page views.

That deserves investigation.

Ask:

What makes Site C's visitors more valuable?

23. Top Pages Report

For content and knowledgebase websites, the Top pages report can be particularly valuable.

Google says the Top pages report shows monetization performance for popular pages that meet the necessary impression threshold. It is available for AdSense for Content.

Use it to identify:

• High-traffic pages
• High-revenue pages
• Pages with strong monetization
• Pages with weak monetization despite strong traffic

This can help guide your content strategy.

24. Don't Confuse High Traffic With High Revenue

Imagine two articles.

Article A

20,000 views
₹400 revenue

Page RPM:

₹20

Article B

5,000 views
₹500 revenue

Page RPM:

₹100

Article B receives only one-quarter of the traffic but earns more.

This tells you that traffic quality and commercial value can matter more than traffic quantity.

Therefore, content planning should consider both:

SEO Traffic + Monetization Quality

25. Platforms Report

The Platforms report can help compare performance from:

• Desktop
• Mobile
• Tablet
• Other supported device categories

Google's homepage reporting also provides platform information showing where earnings are being generated.

Example:

Platform	Traffic	Revenue	RPM
Mobile	70%	55%	Lower
Desktop	28%	43%	Higher
Tablet	2%	2%	Average

This tells you that mobile generates most traffic but desktop visitors monetize more efficiently.

That could justify reviewing:

• Mobile ad placement
• Mobile page speed
• Mobile viewability
• Responsive layout
• User engagement

26. Countries Report

Country-level reporting can explain major RPM differences.

For example:

Country	Page Views	Page RPM
United States	10,000	₹450
United Kingdom	5,000	₹300
India	50,000	₹60

These are only illustrative figures, not expected AdSense rates.

Advertiser competition and commercial value differ significantly by geography.

This is why a website can increase traffic but still experience lower overall RPM if its traffic mix shifts toward lower-value advertising markets.

27. Ad Formats Report

Google provides an Ad formats report to compare monetization performance across different ad formats and placement methods. It can distinguish requested formats and whether advertisements were placed manually or automatically.

Depending on your setup, you may compare formats such as:

• Display
• Native
• Multiplex
• Anchor
• Vignette
• Other Auto ads formats

This helps answer:

Which advertisement formats are actually generating meaningful revenue?

28. Auto Ads vs Manual Ads

If you use both Auto ads and manually positioned ad units, compare their performance rather than assuming one is automatically superior.

Look at:

• Earnings
• Impressions
• RPM
• Viewability
• User experience

Auto ads may find additional monetization opportunities.

Manual placements provide greater control.

Many publishers ultimately use a balanced combination.

29. Breakdowns

Breakdowns are one of the most powerful features in AdSense reports.

Instead of asking:

How much did I earn?

you can ask:

Where did I earn it?

Break down performance by dimensions such as:

• Site
• Country
• Platform
• Ad format
• Ad unit
• Date
• Product
• Placement method

Google explains that breakdowns reorganize report data and cause metrics to be recalculated according to those groupings.

30. Filters

Filters allow you to restrict reports to particular data.

For example:

Site = example.com

Then:

Country = United States

Then:

Platform = Mobile

You are no longer looking at your entire AdSense account.

You are examining:

Mobile AdSense performance from US visitors on example.com.

This level of segmentation is extremely useful for diagnosing unusual changes.

31. How to Diagnose an Earnings Drop

Do not immediately assume something is wrong with AdSense when revenue declines.

Use a systematic approach.

Google recommends starting at the site level and examining metrics in an order beginning with page views, coverage, and impressions before drilling down into product, placement, ad format, ad unit, platform, and other dimensions.

A useful diagnostic sequence is:

Step 1 — Check Page Views

Did traffic fall?

If yes:

Investigate SEO, traffic sources, seasonality, indexing, website availability, and content performance.

Step 2 — Check Coverage

Traffic stable but coverage dropped?

Investigate:

• Ad serving limits
• Policy issues
• ads.txt
• Crawler problems
• Invalid traffic
• Ad implementation

Step 3 — Check Impressions

Are ads actually loading?

Step 4 — Check Page RPM

If traffic and impressions are stable but revenue declined, RPM may have fallen.

Step 5 — Check Country Mix

Did traffic geography change?

Step 6 — Check Platform

Did traffic shift from desktop to mobile or vice versa?

Step 7 — Check Ad Formats

Did a high-performing format lose impressions?

Step 8 — Check Viewability

Are advertisements being displayed where users actually see them?

32. Example: Revenue Dropped 30%

Suppose:

Previous Month

Page Views: 100,000
Coverage: 98%
Page RPM: ₹100
Revenue: ₹10,000

Current Month

Page Views: 100,000
Coverage: 97%
Page RPM: ₹70
Revenue: ₹7,000

Traffic is unchanged.

Coverage is almost unchanged.

But RPM fell:

₹100 → ₹70

Therefore, the main problem is probably not traffic volume.

Investigate:

• Country distribution
• Advertiser demand
• CPC/RPM changes
• Device mix
• Ad formats
• Viewability
• Content mix
• Seasonality

This is the correct way to read AdSense reports.

33. Example: Revenue Fell Because of Traffic

Previous:

100,000 page views
₹80 RPM

Revenue:

₹8,000

Current:

50,000 page views
₹82 RPM

Revenue:

₹4,100

RPM actually improved slightly.

Revenue dropped because traffic fell approximately 50%.

In this case, changing ad placements may not solve the main problem.

You should primarily investigate:

Traffic and SEO.

34. Example: Traffic Increased but Revenue Did Not

Previous:

100,000 page views
₹100 RPM
₹10,000 revenue

Current:

200,000 page views
₹50 RPM
₹10,000 revenue

Traffic doubled.

Revenue remained the same.

Therefore, monetization efficiency was cut approximately in half.

Possible explanations:

• Lower-value countries
• Different content topics
• Lower advertiser competition
• Mobile-heavy traffic
• Lower viewability
• Seasonal demand changes
• Different user intent

This illustrates why page views alone should never be treated as the primary AdSense success metric.

35. Recommended AdSense Dashboard for Publishers

For routine monitoring, consider tracking these metrics:

1. Estimated Earnings
2. Page Views
3. Impressions
4. Page RPM
5. Impression RPM where applicable
6. Clicks
7. Page CTR
8. CPC where applicable
9. Coverage
10. Active View Measurable
11. Active View Viewable
12. Average Viewable Time

Then analyze them through:

Site → Page → Country → Platform → Ad Format

This gives a much more complete picture than simply checking today's earnings.

36. Daily Monitoring

Daily monitoring is useful for identifying unusual behavior.

Check:

• Estimated earnings
• Page views
• Impressions
• Coverage
• Page RPM
• CTR

However, avoid making major decisions based on a single day's fluctuation.

Daily advertising demand naturally changes.

37. Weekly Monitoring

Weekly reporting is useful for detecting developing trends.

Compare:

Last 7 days vs previous 7 days

Review:

• Traffic growth
• Earnings growth
• RPM
• Coverage
• Top pages
• Countries
• Platforms
• Viewability

38. Monthly Monitoring

Monthly analysis should be your main strategic report.

Compare:

Current month vs previous month

and, where useful:

Current month vs same month last year

Review:

• Total earnings
• Page views
• Impressions
• RPM
• Coverage
• Countries
• Platforms
• Top pages
• Ad formats
• Viewability

Longer comparison periods reduce the temptation to overreact to daily fluctuations.

39. Create Custom Reports

Google AdSense allows publishers to create and save custom reports and schedule reports for ongoing monitoring.

Useful custom reports might include:

Website Performance Report

Breakdown:

Site

Metrics:

Earnings
Page Views
Page RPM
Impressions
Coverage

Geographic Revenue Report

Breakdown:

Country

Metrics:

Earnings
Page Views
RPM

Device Performance Report

Breakdown:

Platform

Metrics:

Earnings
Page Views
RPM
Impressions
Viewability

Content Performance Report

Breakdown:

Top Pages

Metrics:

Earnings
Page Views
RPM

40. A Simple Formula for Reading AdSense

Think about AdSense revenue as the interaction of three broad areas:

Traffic × Ad Serving × Monetization Value

Traffic

Measured through page views.

Ad Serving

Measured through ad requests, impressions and coverage.

Monetization Value

Measured through earnings, RPM, CPC and related metrics.

Add another important layer:

Viewability

because an advertisement that technically loads but is rarely seen may provide weaker inventory value.

41. The Most Important Question to Ask

Instead of asking only:

"How much did AdSense earn today?"

ask:

"Why did AdSense earn this amount today?"

Then examine:

Page Views → Coverage → Impressions → RPM → Country → Platform → Format → Viewability

This converts AdSense reporting from a revenue counter into a business intelligence tool.

42. Important Warning About Estimated Earnings

Do not panic if today's reported revenue or clicks change slightly later.

Google explains that estimated earnings can change as invalid-click detection and other processing occurs, particularly during the initial reporting period.

Similarly, estimated earnings should not be treated as finalized payment amounts.

43. What Metrics Should You Focus on Most?

For most content websites, a practical priority order is:

1. Page Views

Is traffic increasing or decreasing?

2. Estimated Earnings

What revenue is being generated?

3. Page RPM

How valuable are your page views?

4. Coverage

Are ad requests successfully receiving ads?

5. Impressions

How much advertising inventory is actually loading?

6. Country

Where is valuable traffic coming from?

7. Platform

Which devices monetize better?

8. Active View

Are advertisements actually visible?

9. Ad Format

Which advertisement formats perform efficiently?

10. CTR/CPC

Useful diagnostic and monetization metrics, but they should not be manipulated.

44. Common Mistakes When Reading AdSense Reports

Mistake 1: Looking only at earnings

Revenue alone doesn't explain performance.

Mistake 2: Assuming page views equal impressions

They measure different things.

Mistake 3: Thinking RPM is a fixed Google payment rate

RPM is a calculated performance metric.

Mistake 4: Assuming more ads always produce more money

Excessive advertising can damage usability and viewability.

Mistake 5: Comparing unrelated time periods

Always use meaningful comparisons.

Mistake 6: Ignoring geography

Traffic from different countries can have very different monetization characteristics.

Mistake 7: Ignoring mobile performance

A mobile-heavy website must be analyzed separately from desktop.

Mistake 8: Ignoring coverage

A serious coverage decline can explain falling impressions and earnings.

Mistake 9: Ignoring viewability

Loaded advertisements are not necessarily viewed advertisements.

Mistake 10: Reacting to one day's data

Use weekly and monthly trends for important decisions.

45. Final AdSense Analysis Framework

Whenever you review your AdSense account, use this sequence:

Traffic

↓

Page Views

↓

Ad Requests / Coverage

↓

Impressions

↓

Viewability

↓

Clicks / CPC where relevant

↓

RPM

↓

Estimated Earnings

Then segment the results by:

Website → Page → Country → Platform → Ad Format

This approach makes it much easier to determine why revenue changed, rather than simply observing that it changed.

Frequently Asked Questions (FAQ)

1. What is the most important Google AdSense metric?

There is no single metric that explains everything. For publishers, Estimated Earnings, Page Views, Page RPM, Impressions and Coverage together provide a strong overview.

2. What is Page RPM?

Page RPM represents estimated earnings per 1,000 page views.

Formula:

Estimated Earnings ÷ Page Views × 1,000

3. Is higher RPM better?

Generally, higher RPM means your traffic is generating more estimated revenue per 1,000 page views. However, it should be evaluated over meaningful periods rather than individual days.

4. What is CPC?

CPC means Cost Per Click and relates to the value of advertiser clicks.

5. What is CTR?

CTR means Click-Through Rate. It measures how frequently ad clicks occur relative to the applicable views or impressions.

6. Is high CTR always good?

No. CTR should be natural. Unusual or artificially generated clicking can create invalid-traffic concerns.

7. What is AdSense Coverage?

Coverage measures the percentage of ad requests that successfully returned at least one advertisement.

8. Should coverage always be 100%?

Not necessarily. However, a significant decline from your normal coverage level deserves investigation.

9. What is Active View?

Active View is Google's technology for measuring advertisement viewability.

10. What is Active View Viewable?

It is the percentage of measurable impressions that qualified as viewable.

11. Are impressions and page views the same?

No. A page view represents a page being viewed, whereas multiple advertisements or ad placements may generate impressions from that page.

12. Why can page views increase while earnings decrease?

Possible reasons include lower RPM, geography changes, device mix, advertiser demand, content mix, viewability or ad-serving issues.

13. Why can earnings decrease even if traffic remains unchanged?

If page views remain stable but RPM falls, the same traffic can generate less revenue.

14. Why are estimated earnings different from final earnings?

Estimated earnings may later be adjusted, including adjustments related to invalid activity. Finalized earnings are reflected in the payment process after applicable adjustments.

15. Can AdSense clicks disappear from reports?

Google states that click counts and estimated earnings may be adjusted after invalid-click processing.

16. Which report helps identify profitable articles?

The Top pages report can help identify monetization performance for qualifying popular pages.

17. Should I analyze AdSense every day?

Daily checking can identify abnormalities, but weekly and monthly comparisons are more useful for strategic decisions.

18. How should I investigate an earnings drop?

Start with:

Page Views → Coverage → Impressions → RPM

Then investigate:

Site → Country → Platform → Ad Format → Page → Viewability

Google similarly recommends starting at the site level and examining page views, coverage and impressions before drilling deeper.

19. Does more traffic always mean more AdSense earnings?

No. Traffic quality, visitor geography, content topic, device mix, advertiser demand and RPM can all affect revenue.

20. Should I optimize for CTR?

You should optimize your website for content quality, usability, compliant ad placement and genuine engagement—not attempt to artificially increase advertisement clicks.

21. Which metric tells me whether my website traffic is valuable?

Page RPM is one of the most useful indicators because it normalizes revenue against 1,000 page views.

22. Which metric tells me whether Google is serving ads properly?

Coverage, combined with impressions and ad requests, is useful for diagnosing ad-serving problems.

23. Which metric tells me whether visitors actually see the ads?

Active View Viewable is specifically designed to measure viewability.

24. Can I create my own AdSense reports?

Yes. AdSense supports custom reports that can be saved and scheduled.

25. What is the best way to understand AdSense performance?

Never analyze one number independently. Correlate:

Traffic + Coverage + Impressions + Viewability + RPM + Earnings

and then segment the results by website, page, country, device and ad format.

 

Disclaimer

Google AdSense features, terminology, reporting interfaces, available metrics, advertising technologies and policies may change over time. Some reports or metrics may also vary depending on the publisher's account, website configuration, country and AdSense products being used.

The examples and numerical figures in this article are provided for educational and explanatory purposes only and should not be interpreted as guaranteed AdSense earnings, RPM, CPC, CTR or advertising performance.

Publishers should always refer to the latest official Google AdSense documentation and policies before making important advertising, website or monetization decisions.

 

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