Create Executive Reports for Adsense

by Will Reinhardt March 19th, 2009 

If you or a client operate several sites that utilize Adsense to improve monthly revenue then you may have struggled with the best way to present that information in your reports. The following approach is how our company organizes information for our clients, and it works well enough that we've adopted it for our own sites. We now actively look forward to the first of the month so that we can see how our sites have been performing.

Information Distiller

Your clients are probably just like ours, they have the attention span of three-year olds. You can spend an hour on a perfectly worded email only to get a response back of "Sounds good". The truth is that your client relies on you not just for your expertise, but also for the convenience you provide them. You are a time-saver, and to that end you need to become an expert at condensing information into executive-sized bites that your client can consume on the go.

An executive report, done correctly, allows both you and your client to quickly assess the status of all their sites in one page. Our approach was to use Excel charts with 7-day and 30-day moving averages to quickly visualize the overall health of a single site or network of sites.

The following example uses real data, but with the site names and dollar amounts hidden to comply with Google's Terms of Use.

Adsense Executive Report

Names withheld to protect the marginally innocent

Collect and Organize the Data

You can download the data from Adsense in CSV form, a format that Excel can easily read. Underneath the "Advanced Reports" section of Adsense select the appropriate channels that you want to report on and download the CSV file.

If you'd like to see how we quickly arrange the data I recommend downloading this sample report.

Identify Your Weaknesses

Assuming that you have more than one site to track you undoubtedly have a site that performs considerably better than the others. What you need to watch for are the sites that have revenue drop off sharply, or don't at the very least pay for themselves every month. If you have a site that is costing you money three or more months in a row, you need to strongly consider dropping it entirely.


There's no end to the type of reports that you can create with the data that Google provides. Using this approach you could create a report based on ad size, position or even click-through percentage. Track changes to the sites so that you're able to attribute revenue fluctuations to specific events. Site redesigns, layout changes or ad placement adjustments are all worth noting. This will keep you sane as you try explain to your client why their site about animated gifs just isn't doing as well as it used to.

Will Reinhardt is the administrator at SEO Keyword Ranking where he does his best to entertain clients and maintain the illusion of professionalism.
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3 Responses to “Create Executive Reports for Adsense”

  1. Oli says:

    Providing Clients with valuable and complex information that you've spent hours analysing can be a waste of time sometimes, the more simple the better and from what you've shown above, looks pretty good and is quite similar to the technique we have in place.

  2. I completely agree Oli, simple is always best. Just because you can show a client detailed reports 14 layers deep doesn't always mean that's the way to go.

  3. Here I would have a suggestion on reporting as I have spend five years of my life in Microsoft excel programming. After downloading the data from Adsense rest of the things can be automated using the macro facility inbuilt with Excel and it will save your lots of time. The report will be out on click of mouse.