Google Analytics and AdSense Integration

google analytics and adsense integration

Webmasters want Google Analytics and AdSense integration, but why?

In this article, we'll explain the pros and cons of doing so, and why you need to be aware of each.

These resources can be a powerful combination to analyze and improve revenues across the board. But sometimes discrepancies can happen, with one source indicating a different level of visitors than another.

Perhaps AdSense is showing higher today, and Google Analytics tomorrow. If AdSense is showing fewer impressions you could be leaving money on the shelf. 


Review This Example:

Analytics says your site receives 400,000 page views
AdSense says that your website served 200,000 leaderboard ads in the previous month.
RPM is $10 on this particular ad unit.
This means you could have leftover 2-grand in revenue on the shelf last month!


If you’re experiencing this annoyance there is a list of very common explanations we'll explain.

But first, we recommend doing a total review of your entire website.

If you notice blank spaces where you think ads are supposed to be, it's most likely you messed up AdSense somehow, but let's review these vital reasons first.

Reason #1: You Messed Up AdSense

If your Analytics dashboard is really giving you the gears and displaying drastic differences than AdSense is showing, then it's possible you messed up implementing the ad codes as per our instructions in the Members Portal.


But that's OK because the most common ones are below:

Code Tweakers: If you’ve altered the ad code in any way since creating them from AdSense, you may have done something to render them useless. This includes PHP scripts, monkeying with settings, and wrap arounds. This is also totally against Google AdSense Terms of Use by the way. If you did this, make sure you go back in and regenerate the code before you get caught doing this!

iFrames: AdSense won't allow ads to be served within iFrames. This is because it makes things difficult for GoogleBots to figure out the contextual aspects of the content.

Ads not enabled: If you’re running ads through DoubleClick for Publishers (DFP), then you'll have to ensure AdSense is enabled to run on any inventory you're not targeting.

New Ads: If you recently created new Ads, it's possible they just aren't showing yet. Be patient! Sometimes new ads can take a full 24-48hrs to display on your new website!

Reason #2: You Messed Up Analytics

Differences between Google Analytics and AdSense Integration is sometimes user error.

Wait, what do you mean? It's all "Google's fault."


User error accounts for approximately 73% of all Analytics issues according to Google Developers.

This error is usually caused by improper use of WordPress plugins or adding each code to all pages on your website. This error can cause AdSense to show more pageviews than Analytics.

How to Test: At Sirius, we recommend doing a full audit of your website along with Google Analytics to ensure the code is properly installed on each page. You can also use a Google Analytics plugin for WordPress. If you want to figure out this problem quicker than analyze the source code on your home page and search for "Analytics."

Reason #3: Unable Fill Ad Requests

It’s sometimes probable (though unusual) that you’ve set AdSense up properly but are unable to receive the ad units you’re desiring. Google tells us how many ads a publisher is allowed per page, per post.

If Google is unable to serve ad requests, this will result in blank spaces on your website.

How to Test: In addition to looking with your own eyes, you can go to your AdSense account. Go to ad units report>performance reports>ad units, and then look at the column labeled "Coverage."

As Google explains:

"Coverage = (Ad requests that returned ads / total ad requests) * 100"

If this ratio is close to 100% for any given ad unit, this means that AdSense is able to put an ad in that position every time a new page loads.

f the coverage is lower than 100% it means that Google is unable, for whatever reason, to serve ads on posts and pages that are loaded.

However, it's important to understand that coverage for Link Units is almost always between only 5-80%. Link units also require two clicks to generate revenue by the way. 

Reason #4: Browser Ad Blocking

For various reasons, which we won't get into in this article - it's very very unlikely that your AdSense page impressions will EVER reach 100% for Google Analytics and AdSense integration.


Because these days, more users are utilizing Ad Blocking Software, and Private Browsing - i.e. Firefox, etc. This will prevent visitors to your site from ever seeing the ads in the first place.

As you can see, there's a whole host of reasons why Google Analytics and AdSense integration can cause some frustrations for publishers, bloggers, and web developers alike. But sometimes problems are easily solved with simple solutions and we are solution-focused here at Sirius Design Group.

The biggest mistake publishers, webmasters, and "experts" make, is worrying, doubting, and fretting over discrepancies in statistics only to end up running themselves in circles due to factors beyond control.

Periodically, Google Analytics and AdSense integration is NOT a good idea because the data can be easily skewed based around user error, Google altering and adjusting stats via Algorithm at their end, and of course visitors to your website.

Related: Google Analytics Bounce Rate

  1. If you are a left-brained data analyst who needs data to live, Google Analytics and AdSense integration might be for you.
  2. You want tighter control over-analyzing your CPC value in PUBLISHER>PUBLISHER PAGES in Google Analytics.
  3. You enjoy derping over numbers and enjoy worrying in general about factors beyond your control.
  4. Analyzing your CPC values to ensure you are writing content that targets high CPC keywords.
  5. Targeting High CPC value keywords to write your articles - as we do here at Sirius!
  1. You are easily stressed and thrown off course by numbers.
  2. You don't enjoy worrying about factors beyond your control.
  3. Thinking you can "game" the Google System. This is impossible, and if you can, it won't ever last.
  4. Reporting statistics are only a measure of arbitrary value that you assign - as we discussed in another article.
  5. Failing to understand that AdSense reporting and Google Analytics are different based on visitor variables such as private browsing.

Overall, Google Analytics and AdSense integration can be pretty straightforward if you're willing to accept that there will be discrepancies. Making money with AdSense can be tricky but once you get the hang of it using tried and proven methods, it really becomes a walk in the park!

See you at the Finish Line!
Sirius Design Group

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