April 22, 2013 by Brian Rock
Google Analytics is an amazing tool if you want some data to understand visitors to your website. The use of Google Analytics took a bit of a hit when Google stopped reporting search keywords for people who are logged into their Google accounts (approximately 20% of visitors for my main website), but it’s still got a great amount of information.
One of the most useful pieces of information for monetization comes when you link your Google AdSense and Google Analytics account.
In your Google AdSense account, you can get some ok reports. You can see different sites, different ad units, and different customizable channels (if you created them). However, you can’t dial down to individual pages.
When you link your AdSense and Analytics accounts, you can do just that. In Analytics, you can view AdSense clicks and earnings per page. This means that you’ll know the approximate cost per click for each page as well as the click through rate.
Why is this important? Well, not all pages are the same when it comes to monetization.
Each page is going to be matched with certain ads depending on its content. On a large blog, you’ll likely have different pages with different types of ads.
On some pages, the ads will be attractive and you’ll have a high click through rate. This is good, because more clicks equals more earnings. On some pages, you’ll have a high cost per click. This is also good, because that means more earnings per click.
You’ll also notice that there’s a eCPM – estimated earnings per 1,000 views – for each page. This is a variable of both click through and cost per click.
When you look at this, you realize that not all pages are the same. Just driving traffic to your website isn’t enough. Driving traffic to profitable pages is what you want.
On my photography blog, I’ve got some pages with an eCPM in the $10 to $20 range and others in the $2 to $5 range. Sure, I like getting visitors. But in terms of earning money, it pays to write more articles like the $10 to $20 ones and make sure that I focus my SEO efforts on those pages, so that they rank well in Google.
All things considered, I’d rather have people find my profitable pages instead of my unprofitable ones.