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:
- AdSense won't count page views when no ads actually appear on the page. Keep in mind that, just because you can see the ads, that doesn't mean that all your visitors can. If there are no ads available that match your content in a particular visitor's country or region, then the visitor won't see any ads and the impression won't be counted by AdSense.
- Discrepancies can occur if the visitor navigates away from the page before it is fully loaded. Stats programs that get their data from the website's log files (such as AWStats and Webalyzer) will count the impression as soon as the page starts to load. If the loading is interrupted before reaching the AdSense code, then AdSense won't count the page. Conversely, if you are using a stats program that relies on code embedded in the page (such as Google Analytics or StatCounter), and if the interruption occurs after loading the AdSense code but before loading the stats code, then AdSense will count the page but the stats program won't.
- Some stats programs (including Google Analytics) won't count visitors who don't have cookies enabled.
- If the visitor's browser doesn't support iframes (virtually all modern browsers do), AdSense won't count the impression.
- You might have configured your stats program not to count impressions from your own IP address. These impressions will still be counted by AdSense.
- Your stats program might be counting pages that don't have any AdSense code, such as a privacy statement or a contacts page.
- Stats programs that get their data from the website's log files will count "non-viewed" traffic (such as visits from spiders or bots). AdSense only counts a visit if the page is actually viewed in a browser.
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.
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