If you’re a Google AdSense publisher, you might have noticed or experience a scenario whereby the page views and 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. Your AdSense account is not at risk. 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 this occurrence. In this very article, I’m going to state the reasons why your blog page views differs from your AdSense page views. The following reasons are:

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  • AdSense won’t count page views if the visitor has installed an ad blocker or has disabled JavaScript.
  • 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.

For the sake of this post, let’s know the difference between page views and impression.

What is Page Views?

A page view is what Google counts in your reports every time a user views a page displaying Google ads. Adsense will count one page view regardless of the number of ads displayed on that page. For example, if you have a page displaying three ad units and it is viewed twice, you will generate two page views.

What is Ad impressions?

An Ad impression is when an ad is fetched from its source, and is countable. Whether the ad is clicked is not taken into account Each time an ad is fetched, it is counted as one impression.

In Conclusion

So, to sum it all up, if you’re experiencing this scenario whereby your site page views counts differs from your AdSense page views, I want you to know it’s clearly not an issue and your AdSense account is literally safe and poses no ban risk.


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