Back in April 2009, Google announced Analytics integration for all Adsense publishers. I was one of those selected few people who got a chance to test drive this integration at the beginning of 2009 and no wonder I was so very excited. But then, the excitement was short lived. The stats on adsense never related to the stats shown on Analytics, and I thought it’s just because the integration was in closed private beta at that stage.


But nothing much has changed 8 months down the line. Have a look at the below graph.


It shows the Adsense earnings in the past 7 days as recorded by Google Adsense and Google Analytics. As we are not allowed to disclose or publish the earnings, the numbers are just indicative and represents the earnings as units. So, 1 can mean anything from $1 to $1000.

The graph clearly shows that as per Adsense, the earnings are close to 11.8 units, while, as per Analytics, it drops to 6.7 units. Now, whom should we trust? There are 3 possibilities –

1. Google AdSense stats are not accurate
2. Google Analytics stats are not accurate
3. None of the Google’s stats are accurate

My guess is that Google Adsense stats are accurate (though I cannot be 100% sure). But I can say this since Google has spent enough money and time on Google Adsense/Adwords and the possibility of these stats being wrong is very less.

So, it comes to the stats as tracked by Analytics being incorrect, which is most probably the case. But I do not understand why? The stats of Adsense and Analytics just don’t match and this is after more than 10 months since the integration was announced.

Will this imply that all the stats (not just Adsense) as tracked by Google Analytics are not accurate? What is the use of providing a tool, which is ideally meant to help publishers analyze and earn more, but effectively being inaccurate and useless. Ok, it might still be useful, but trust me, when it comes to numbers, no data is better than inaccurate data. I wonder when Google will look at correcting this.

So, what is your experience with Google Adsense and Analytics integration? Has it been useful? Do share your thoughts.

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Raju is the founder-editor of Technology Personalized. A proud geek and an Internet freak, who is also a social networking enthusiast. You can follow him on Facebook and on Twitter. Mail Raju PP. Follow rajupp


21 thoughts on “Why Google Adsense and Analytics Integration = #FAIL?

  1. @Raju: Thanks for reply..Can u point out where its in Adsense TOS as I have seen earnings report on many blogs..will help me n other bloggers lot

    • @Atul,
      Earnings reports on several blogs just tell the overall earnings at the end of the month which is fine as per the Adsense ToS. But giving specific details like CTR, eCPM etc is against the Adsense ToS.
      “You agree not to disclose Google Confidential Information without Google’s prior written consent. “Google Confidential Information” includes without limitation: (b) click-through rates or other statistics relating to Property performance in the Program provided to You by Google; and (c) any other information designated in writing by Google as “Confidential” or an equivalent designation. However, You may accurately disclose the amount of Google’s gross payments to You pursuant to the Program.”

      Hope this clears your doubt.

  2. I somehow doesn’t trust the Google Analytics stats completely – I had written a post about it recently but then I couldn’t really emphasize why I felt so. Basically I see a huge number of visitors with time on site recorded as zero. Of course, there will be many people who hit the back button in a jiffy but why ‘zero’ instead of something like 1-2 secs 😛

    • @Ajith,
      You have a point. But in this case, I am guessing Google Analytics to be recording lesser hits (adsense clicks) than actual. At the end of the day, the stats don’t seem to be correct.

  3. @Raju,

    One thing I can say is don’t just trust Google Analytics. As a quality tester, I know how bad are their products are?

  4. @Ajith: when people only visit 1 page Google Analytics counts them as zero second visits. That’s because Google Analyics doesn’t know when people left the page. Only if a visitor visits a second page Google knows the time he was on the first page. The last page is never measured.

    For the AdSense part: I compared my figures and I’m seeing wrong numbers also. It looks like the AdSense database is not synchronized with Analytics like it happens with AdWords. But the numbers you see in Analytics are really measured by the Google Analytics tracking code: and it could be possible that the AdSense is already loaded and the Analytics script not yet. You could try to put the Analytics code to the top of your page.

    • @Andre,
      You have made an interesting comment. The difference between Google Analytics and Woopra is that in the case of the latter, it “polls” every 10 seconds or so to see if the user is still active or not, but that’s not the case with Analytics. So point taken.
      But as for Adsense tracking by Analytics, I do have the Analytics script in the header, still they are inaccurate.

  5. in my opinion, google analytic is good for us to know the origin of the visitor so we can improve or add more content that relate to the targeted visitor.

  6. Google analytics is always a trouble for me, everyone saying that it can track adsense clicks but i could nt even make for once. I was bored and im looking for an alternative to Google analytics which can track Google Adsense clicks

  7. i have been operating this website for a week now.
    my adsense account shows $90 total estimated earnings.
    but my analytics account shows $7 adsense earning.

    since i am new to this. i havent seen the finalised earnings that come at the end of evry month on adsense.
    So which one could possibly be more closer to finalised earnings?

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