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Repeat Visitors vs New Visitors – Which is Worth More to Your AdSense Earnings?

Posted By Darren Rowse 16th of August 2010 Adsense, Blogging for Dollars 0 Comments

A few days back I shared a little analysis of my AdSense earnings as it related to sources of traffic and looked at how – for me – traffic from newsletters was actually the most valuable traffic that I get on my photography site.

This dispelled the myth that loyal readers to your site become blind to ads and are not likely to click them – but I wanted to dig down a little deeper to look at the difference between first time visitors and repeat visitors and how they interact with ads. Here’s what I found when I looked at the last 3 months.


On my photography site it is the case the new visitors click ads and earn more per 1000 visitors than repeat visitors.

In addition to those coming from newsletters repeat visitors on my site would include RSS readers, visitors from social media (facebook and Twitter).

This makes sense – those there for the first time are probably clicking around more, exploring and looking for things to click on. They’re also seeing ad units for the first time and are likely to click them.

However repeat visitors are not far behind. I’m not allowed to share the exact figures but the difference in CTR was tiny and the eCPM difference while noticeable was not huge. Repeat readers are still valuable – particularly as many of them are coming back on a daily basis so on a per visit basis they’re not earning as much but over a year they’re earning considerably more than a one time visitor.

update: I should say that one of the reasons that I suspect AdSense is better at converting for repeat visitors these days is that they not only rely upon CPC (cost per click) ads but also use CPM (cost per impression) ads which means that people no longer need to click ads for you to earn anything.

About Darren Rowse
Darren Rowse is the founder and editor of ProBlogger Blog Tips and Digital Photography School. Learn more about him here and connect with him on Twitter, Facebook and LinkedIn.
  1. Thank you Darren, from this, finally i know if new visitor and repeat visitor give different impact to our internet marketing strategy.

  2. It is true with my adsense sites and new visitors are likely clicking on adsense ads esp. those who are from search engines :-)

  3. I think both repeat and first time visitors are important equally, both of them give different benefit to your blog. When it comes to adsense clicks, it’s right that first time visitors are likely to click on the ads, and for repeat visitors could help on CPM ads only.


  4. wow, i would have always though that the repeat visitors were far more likely to click the ads than a repeat visitor,
    do you have any data that would show or indicate why?

  5. For those of us who study marketing (and not just the Internet) know that repeat customers are WAY more valuable than new customers.

    And it’s weird that more people don’t get this – why do people spend SO much time, energy, and money attracting NEW customers when those who know, like, and trust them are ready to spend more?

    Both Repeat and New Visitors are important: just be sure to spend LOTS of time on those who keep coming back!

    Charlie Seymour Jr

  6. I guess new visitor are more likely to click on the ads as because they dont know much about site so they some times end up clicking on ads by thinking they are part of content

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