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Waves of daily thousands of invalid impressions in Search

[ Edited ]
Collaborator ✭ ✭ ✭
# 1
Collaborator ✭ ✭ ✭

Hello,

 

I noticed since 2 weeks ago that my account records daily waves of thousands of impressions that at certain hours of the day, random hours, decrease the CTR for search campaigns.

 

I have no bid adjustment by scheduling and there is no good reason why the traffic at h 13:00 is 10 times more than traffic at 12:00, and usually the statistics are reset to a lower volume of impressions at h13:00 if I look later in the day.

 

You can look in the picture linked below , about one search campaign, how today at h 13:00 the impressions spike 10 times the normal volume, lowering the overall CTR very much, and this is a search campaign using partners + mobiles.

 

The spike of impressions is on the desktop segment, because there it records a lower CTR than usual ( usual being around 6-7% ). The spike is also not in the Search partners segment because the total impressions on that segment are 91 for today as opposed to the spike at 13:00 hours which is 1,436 impressions.

 

What can be the reason of these spike of impressions ? The impressions at some point in the day dissapear from the statistics, usually 3-4 hours later, so they must be invalid impressions detected by google. I will update this thread with hourly observations to see when the 10x volume of impressions vanished from the statistics.

 

----------

Later edit : after 30 minutes the 1436 impressions recorded today for a search campaign under the time segment hours 13, become 338 impressions, thus the first observation must have included 1100 invalid impressions , right ?

 

See below :

 

http://goo.gl/YuDYSS

 

----------------------

2nd Later edit : after 1hour and 30 min from the initial observation the search campaign shows for the time segment at hours 13 only 226 impressions compared to 338 impressions one hour ago for the same time (hours 13, or 1 o'clock in the afternoon) and compared to 1436 impressions one and a half hour ago.

 

See here

 

http://goo.gl/RSxt67

 

So why are the impression for the same time segment , hours 13 showing first 1436 impressions, then 338 , then 226 ? 

 

Did someone else experience this and found a good reason for it ?

 

 

2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Waves of daily thousands of invalid impressions in Search

Community Manager
# 2
Community Manager
Hi Adrian,

I will let a specialist look into this for you.

Thanks for waiting,
Mini

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Waves of daily thousands of invalid impressions in Search

Community Manager
# 4
Community Manager
Hi Adrian,

A specialist reached out to you via email asking for the exact date range and further information. Can you directly reply to that email so you can be assisted further?

Thanks,
Mini

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Waves of daily thousands of invalid impressions in Search

Community Manager
# 2
Community Manager
Hi Adrian,

I will let a specialist look into this for you.

Thanks for waiting,
Mini

Re: Waves of daily thousands of invalid impressions in Search

Collaborator ✭ ✭ ✭
# 3
Collaborator ✭ ✭ ✭
Ok, thank you.
Marked as Best Answer.
Solution
Accepted by topic author Adrian B
September 2015

Re: Waves of daily thousands of invalid impressions in Search

Community Manager
# 4
Community Manager
Hi Adrian,

A specialist reached out to you via email asking for the exact date range and further information. Can you directly reply to that email so you can be assisted further?

Thanks,
Mini

Re: Waves of daily thousands of invalid impressions in Search

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

Yes, I will solve this further through email. 

 

Thank you again.

Re: Waves of daily thousands of invalid impressions in Search

Collaborator ✭ ✭ ✭
# 6
Collaborator ✭ ✭ ✭

For anyone reading this because they face the same issue : it is normal to see a sequence of high CTR - low CTR - high CTR for the same hour of the day , because data such as invalid impressions are filtered out after 24 hours. I guess I was alarmed for nothing Smiley Happy

 

As a general rule data should be analyzed starting from 48 hours ago , to make sure that all metrics are stable , not fluctuating.

 

Thank you again Mini for the help

Re: Waves of daily thousands of invalid impressions in Search

[ Edited ]
Community Manager
# 7
Community Manager

Happy to help, Adrain. I'm sure this was a great learning opportunity for you.

Appreciate your posting the update here. It helps all our users.

Thank you,
Mini

Re: Waves of daily thousands of invalid impressions in Search

Collaborator ✭ ✭ ✭
# 8
Collaborator ✭ ✭ ✭

Yes, it was an opportunity to learn that google should include in its reports besides Invalid clicks, also Invalid Impressions, which they silently remove from daily reports.