Why don't my page views in AdSense match my website's stats?

If Google AdSense is reporting fewer impressions than your stats program, you're not alone.

By Donald Ritchie

If you're a Google AdSense publisher, you might have noticed that the impressions reported in your AdSense control panel are lower than those shown in AWStats, StatCounter, Google Analytics or whatever other website statistics program you use.

This is not unusual, and is nothing to be alarmed about. Comparing the page views in AdSense with those in your web stats is not a like-for-like comparison. There are many valid reasons for discrepancies, including the following:

Taken together, these factors will tend to cause AdSense to report lower counts than the stats program. Some publishers believe there's a sinister motive in this, and worry about being short-changed by Google. This is clearly not the case. On the contrary, given the number of potential discrepancies that can occur, it would be surprising if AdSense and the stats program reported even roughly the same figures.

February 2012

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