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AdSense URL Channel Report Guides Content

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AdSense URL channels
© 2019 Scott Bateman

The URL channel report in Google AdSense is a useful guide in where to build content on a website.

The report is available by going to the Reports page available as a click in the left column of the AdSense homepage. From there, click on the dropdown to the right of that column near the top of the page and click on “URL channels”.

The odds are good the report is empty if the publisher hasn’t created a URL channel report. These are custom rather than default reports.

To create a report, click on Ads in the left column and then on “URL channel” right underneath. To the right of the column, click on the button that says “New URL channel”, enter the entire path of a section or page (or an entire group of them) and click on the “Add URL channels” button.

At this point, a report for that section or page won’t appear yet. It takes about a day for AdSense to start processing the information. Even after a day, the report isn’t useful because data from just a day or two is too subject to variations. Seven days is better, and 30 even better. The longer the period, the more useful the report.

Once enough data is available, go back to Reports / URL channels to see the results. The report will default to total revenue for each section or page. It is more interesting to rerank the page according to other statistics such as:

  • Clicks
  • Page RPM
  • Impression RPM

Likewise, another useful data point is available for anyone who clicks on the Clicks tab near the top to look at average cost per click.

All of these data points help create a picture of the Adsense performance for any URL on the site. Over time, they show which ones are the most lucrative and which one’s aren’t.

AdSense Content Strategy

This information helps the development of an AdSense content strategy. It is a guide for a publisher to decide which areas of the site are worthy of more content development.

Such a strategy does have a few limitations. Publishers may want to make sure they don’t develop certain areas on the site to the point where they distort or damage the brand. They also should make sure these sections are attractive to visitors and search engines.

It doesn’t do a site much good to chase after a high RPM for a section that gets only 10 visitors a month. So publishers should balance these network advertising insights with brand, content and marketing considerations.

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