The way Google Adsense has looked over the years has changed dramatically. I remember in the good old days that it was all about improving your CTR and CPC. However, now it seems it is all about improving your RPM (which, let me remind everyone, is affected directly by the CTR and CPC). Another new statistic that is hitting Google Adsense is the percentage of active view viewable. In this article I will go into some detail what this new statistic in Adsense means and how you can go about increasing it.

 

 

What is the Active View Viewable?

The active view viewable statistic in Google Adsense is the name giving to the percentage of an advert that is able to be actively viewed by the web user: deemed that the web user can see, interact and click onto the advert. This is defined by two conditions:

• The advert has to have at least 50% of itself showing on the web user’s device.
  • The advert, in this state, is displayed for at least one second.

 

Why is the Active View Viewable so Important?

Interesting question considering the fact that it does not seem that the active view viewable is the statistic every publisher is using lots of effort to improve. However, they really should because the active view viewable will directly affect the amount you earn from Adsense adverts. This is because the active view viewable tells you the percentage of users that are able to interact and click onto your adverts – if the value for your active view viewable (AVV) is low, you should not be surprised to know that your earnings will be low.

Let’s take an example to show you how important the AVV is to your Adsense earnings with two example websites, both achieving an RPM of $0.50:

• Website A achieves 15,000 views a month with an AVV of 80%
• Website B achieves 25,000 views a month with an AVV of 45%

From this, the amount of views that can actively see the adverts on website A is 12,000 as compared to website B with 11,250. If the page RPM is the same for both, the estimated earnings for website A will in fact be more than website B, even though it has 10,000 views less a month.

 

How to Improve the Active View Viewable

There are a few ways you can improve the active view viewable listed below:

• Have at least one of your adverts above the fold – the best place to achieve the highest AVV is to have it above the fold but at the bottom of the page, since the advert will still be viewed for quite a while even if the web user scrolls.
• Use vertical adverts – This way, more of the advert will appear even when the web user scrolls down the web page.
• Use horizontal adverts above the fold – If you are going to use horizontal adverts, to achieve the best overall AVV for your account, it is best to stick them above the fold.