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Analytics ‘Publisher’ Report Gives AdSense Insights

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The ‘Publisher’ report in Google Analytics is a great tool for website publishers who use AdSense and want to maximize the potential revenue.

Google doesn’t seem to offer any details about the existence of the report. The report is available by going to Behavior / Publisher in Analytics. The “Behavior Reports” topic under Analytics Help mentions most of the other reports but not the Publisher one. 

Publishers are left with figuring out for themselves how to use this insightful report. So be it.

How to Use Analytics Publisher

When someone clicks on Publisher, they will see four subsections:

  1. Overview
  2. Publisher Pages
  3. Publisher Referrers
  4. Experiments

A click on Overview will reveal the amount of revenue in a given time period for any Google AdSense display ads. Unfortunately, the report doesn’t have any information about link units. But display ads are more popular than link units, so some publishers may not care about the lack of that detail.

The report shows the number of ad impressions in a graph as well as details that are also available in an AdSense report. They include click rates, coverage, total revenue and more.

If that detail is already on the AdSense website, why does the Analytics Publisher report matter? The answer is, because of Segments.

Segments Break Down Audience Behavior

The top of the report shows two tabs for analyzing audience: All Users and Add Segment. Publishers who want to understand AdSense behavior will find that the Add Segment button offers many insights.

Click on Add Segment to see the options. They show quite a range of audience niches to analyze including:

  • Mobile, tablet or desktop visitors
  • Bounced sessions
  • Paid versus nonpaid traffic
  • Search versus referral versus direct traffic

Publishers also can create a wide variety of segments based on keywords, demographics, days, time of day, technology, etc.

Selecting a segment will allow users to compare that niche to the entire audience. Identifying the best and worst performers will drive marketing and site development to expand the performance of the best and fix it for the worst segments.

The other three reports under Publisher offer more insights.

Publisher Pages will show the revenue performance of individual site pages. Publisher Referrals has revenue details on sources of traffic. Experiments is the place to go for tracking specific situations not available in the generic reports.





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