The Optimization tab

Automatic experiments

Let Google run optimization experiments for you

You can let Google run experiments on your ad format settings and automatically apply any improvements to your revenue or user experience. You'll be notified when experiments finish, and you can undo any changes made. If you'd like to review the results of the experiments first, you can choose to apply improvements manually instead.

How Google runs the experiments

The experiments that Google carries out on your behalf run on around 10,000 daily impressions per experiment, or on all daily impressions if you have fewer than 10,000. They test about 50% of those impressions on the new settings and the remainder on your original settings for comparison.

Which settings are experimented on?

Ad settings such as sizing, placements and formats will be optimized for the best performance. Examples of this include:

  • Your Auto ads formats, and any sites where you’ve set up Auto ads
  • Ad size optimization
  • Native ad unit settings

Other settings, such as blocking controls or privacy settings, will not be experimented on.

Turn on automatic experiments

  1. Sign in to your AdSense account.
  2. Click Optimization.
  3. Click Settings Settings.
  4. In the "Automatic experiments" section, select an option:
    • Let Google optimize for you (recommended)

      Google will run experiments on your traffic and automatically apply any improvements for you.

    • Run automatic experiments only

      Google will run experiments on your traffic. You choose the winner and apply any improvements yourself.

    • No automatic experiments

      Google won't run experiments on your traffic.

Email notifications

You'll receive an email every time an experiment finishes and there's a decision required from you. Or, if you've allowed Google to apply improvements for you, you'll be notified of the changes that have been applied. Learn how to change your email preferences.

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