So the short answer is that, yes, you must be concerned with engagement metrics. But you have to use them strategically. As with any toolbox, you don’t use everything all at once without knowing what you’re doing. You select a specific set of tools that is appropriate for the task. Your available engagement metrics are your toolbox.
Visitor engagement is when your users do something on your site. Profound insight, right? We’ll check the mailbox for our honorary pHDs in philosophy.
What visitor engagement metrics should I look at?
As an online publisher most of these metrics are either not relevant or they’re just derivatives of the old tried and true metrics like pages per session and bounce rates.
At AdNgin, we believe in running a lean analytics operation so we not going to give you 28 engagement metrics to track. Instead we’re going to quickly discuss what they all mean.
Now, to relate this all to AdSense earnings, we’re looking on how engagement metrics can directly contribute.
In that case, the preferred metric we want you to start thinking about is Revenue Per Session.
With RPS, we’re thinking about the relationship between a user’s entire experience (aka session) on your website, and the revenue earned. Then we can test different factors that lead to optimizing the revenue you are generating from your users.
Let’s use a basic formula to quantify it.
So we use the standard revenue per thousand visitors and multiple it by the average number of pages visited by your users.
Why should you be paying attention to this?When we give you a simple looking formula with just a couple of variables, we might have a tendency to mistake this stuff as being easy.
Those variables give us more of an indication of the final objective… compared with the steps to actually achieve it.
As you’ll read in the case study (when you check it out), our Adngin bandit testing method will do all the complex figuring-things-out for you.
For Trendelier that turned out to be a 217% increase in 5 weeks.
Resist the Urge to Focus on One Factor
Many AdSense publishers start trying to optimize factors individually. If their CTR is too low, they want to make it higher. If their revenue is too low, they try to solve it by jamming more ads on the page.
But that strategy fails to take advantage of the Revenue Per Session concept.
If you jam the site up with ads, you may actually increase the CTR for a particular page. The problem is you may also increase the bounce rate, or decrease the amount of pages a user visits per session.
The word optimization is key. You’re selecting a combination of factors that leads to the highest revenue per session. It’s that combination that is so hard to discover.
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