Adblockers financial impact on your websites traffic
Posted on Feb 12, 2010 by Author
Adblockers have a place in the world. That place was back when we allwere using dial up internet. Now that everyone is on high speedbroadband connections, adblockers are doing more harm than good. Iwill show you some concrete data to prove that adblockers are hurting anywebsite that is dependent on Google Adsense for Revenue.
What is an Adblocker?
An Adblocker is a browser plugin that blocks the website advertisements. In the beginning they were meant to simply block those annoying popup windows. This was a legitimate problem. But some developers took the next step and created Adblockers that would completely block the advertising banners from a website. Anytime a webpage loads you have to wait for all elements of the page to finish loading before it will let you interact with it. Some websites
might have 3 or 4 advertising banners, of which have to load before you can start scrolling. If these advertising banners were just simple JPG images that were hosted on the same server as the website, it wouldn't be such a big deal. But most of the time websites
Fiber Channel, you will still sit there for a few seconds waiting for the ads to load. In today's world were we are used to get information fast, this is not acceptable.
How does an Adblocker work?
Its pretty simple really. When a visitor to your website makes the initial request for the HTML
How do I beat adblockers?
Proof that Adblockers hurt websites bottom line.
For the example I am going to show you a screen shot from my stats server which is based off the server logs. This of course includes all requests to the website, meaning organic traffic ( Real Visitors ), spiders, bots are all grouped together.
Chart 1: Smarter Stats Page View Report
The first column is the Page Views or Impression. These are pulled from the Server logs.
These should include organic traffic only, with the exception of a few bots that are unknown to SmarterMail
Chart 2. Smarter Stats Spider Report
These are derived from a known list of crawlers and bots, and do not include organic traffic.
Chart 3. Google Analytics Impressions Report
Chart 4 Google Adsense Report
This is a report from google on the number of times my ads where seen. and clicked. Normally my earnings are a little better than this, but recently they have been down.
Looking at the Stats data all together
|Stats Type||Feb 6||Feb 7||Feb 8||Feb 9||Feb 10||Feb 11|
|Google Analytics Organic||323||216||452||482||728||474|
What surprized me was the difference between the Adsense and Analytics figures. Its obvious some visitors are blocking analytics but not adsense. Still the difference between the SmarterStats figures and Google are huge. I highly doubt all this traffic could be the result of rogue bots. I know google doesn't count traffic from outside the USA and Canada, but its hard to believe that I am getting that much traffic from off shore visitors.
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