If you see significant discrepancies between the reports in your AdSense account and those in the AdSense section of Analytics, then please bear in mind these important points:
- AdSense reports in Analytics only track AdSense for content ad units, and don't include link units, search boxes, mobile ads or any other AdSense products.
- Impressions from Matched content units are included in Google Analytics reports, but not in AdSense reports unless they have the Matched content metric family selected. Learn more about tracking the performance of Matched content units.
- You must include Analytics code on every web page that runs AdSense for content ad units.
Reasons why a page impression in AdSense may not line up to a pageview in Analytics
For example, because we recommend placing the tracking code at the bottom of your HTML, in very rare cases a user will enter and then exit a page before the page completely loads and before the tracking code is executed. In this case, AdSense might count a page impression, but Analytics won't count the pageview. This would result in a higher page impression count in AdSense than pageview count in Analytics.
- Iframes: AdSense uses an iframe to serve ads. Browsers that don't support the <iframe> tag won't report an impression. This can result in Analytics counting more pageviews than AdSense counts impressions.
- Security (blocking) software: Your AdSense impressions might also be decreased by personal firewall software or ad blocking software which can cause Google ads to not display on your site, or may obscure portions of the ad. Ad blocking features of your users' internet security software must be disabled in order to view Google ads.
- First day: The first day after you link your AdSense and Analytics accounts will only have partial data available. AdSense data from before the time that your accounts were linked can't be shown in Analytics.
- Time zone: If your Analytics time zone doesn't match your AdSense time zone, then the two sets of reports will be aggregating different time periods for the same displayed date.
- Analytics views: Analytics allows you to create different views that can be used to filter data. If you're viewing a view that filters out some data, then the AdSense data meant to correspond to the filtered-out data won't be shown.
Learn more about view filters.
- 3rd-party images: Some browsers give users the option to disable images that are requested from domains other than the current page. If visitors to your site have disabled such images, then it will stop the data from being sent to Google Analytics – which in turn prevents the corresponding AdSense information from appearing in your Analytics reports.
- Missing Analytics hit: Current reporting methods for Analytics only displays AdSense information for which a corresponding Analytics hit was found. If the Analytics hit is missing (because the tracking code didn't execute, or because third-party images were disabled), then the AdSense information associated with that hit cannot be displayed in your Analytics reports.
Things to bear in mind when comparing page impressions to pageviews
- Frames: If the Analytics tracking code is present with a framed page as well as the framing page, Analytics will likely register two pageviews for that visit. This can result in inflated pageviews in Analytics. For more information, please read framed sites.
- _trackPageview function: If you're using the _trackPageview function, your pageviews may be slightly inflated within Google Analytics. _trackPageview works by creating virtual pageviews for specific events such as PDF downloads that won't be tracked in your AdSense account.