Google retires session-related metrics from AdSense reporting platform

Publishers using Google AdSense can no longer access session-related metrics through the platform's reporting interface following an announcement made on September 23, 2025. The retirement affects all metrics that rely on ad sessions, including "Ad sessions" and "Ad session RPM," marking a significant shift in how publishers can analyze their advertising performance.

"Session-related metrics in AdSense reporting have now been retired," stated Google in its Help Center documentation published Monday. The change eliminates a data category that publishers previously used to understand user engagement patterns and revenue optimization opportunities across their websites.

The decision represents the latest in a series of AdSense reporting modifications that have reshaped publisher analytics capabilities throughout 2024 and 2025. Earlier changes included threshold increases for Custom Channels requiring minimum click volumes and site reporting simplifications that eliminated subdomain tracking.

Instead of session-related metrics, Google now directs publishers toward Google Analytics 4 for comprehensive session-level data and user behavior analysis. According to the company, Analytics 4 "offers a wide range of metrics, dimensions, and segments that provide deeper insights into your audience and website traffic." Publishers can establish connections between their Google Analytics 4 properties and AdSense accounts to access this alternative data source.

The timing coincides with broader transformations affecting Google's advertising ecosystem. Network advertising revenues, which include AdSense, declined 1% to $7.4 billion in Q2 2025 as artificial intelligence features increasingly retain users within Google's platforms rather than directing traffic to external publisher websites.

Technical implementation of the session metrics retirement required no action from publishers. The metrics simply disappeared from reporting interfaces, affecting both standard reports and custom reporting configurations that previously included session-based measurements. Publishers who built automated reporting systems or dashboard integrations using these metrics will need to modify their data collection strategies.

Session-related metrics previously enabled publishers to calculate revenue per ad session, track user engagement duration, and measure advertising effectiveness across different content categories. These measurements helped optimize ad placement strategies and content development decisions based on user behavior patterns within individual website visits.

The removal affects publishers differently depending on their analytics sophistication levels. Smaller publishers who relied primarily on AdSense's built-in reporting tools face greater disruption than larger operations that already integrated multiple analytics platforms. Publishers implementing automated fill features for empty ad spaces announced in July 2025 may find session data particularly valuable for measuring optimization effectiveness.

Google's recommendation to migrate toward Analytics 4 reflects the company's strategic emphasis on comprehensive measurement platforms rather than advertising-specific metrics. Analytics 4 provides session duration, bounce rates, pages per session, and conversion tracking capabilities that exceed AdSense's previous session reporting functionality. However, this integration requires additional technical setup and learning curves for publishers unfamiliar with Analytics 4's interface.

For marketing professionals managing publisher partnerships, the change necessitates revised performance evaluation frameworks. Campaign analysis previously incorporating AdSense session metrics must now rely on alternative measurement approaches. This shift may affect publisher monetization strategies, particularly for content creators who optimized their websites based on session revenue performance data.

The retirement forms part of Google's broader effort to streamline advertising reporting across its platform ecosystem. Recent updates to Display & Video 360 reporting structures and MRC accredited metrics calculations demonstrate the company's focus on standardizing measurement methodologies and eliminating deprecated features.

Publishers adapting to these changes should evaluate their current analytics infrastructure and consider implementing Google Analytics 4 connections if not already established. The Analytics 4 integration provides access to advanced audience segmentation, conversion path analysis, and cross-platform measurement capabilities that extend beyond traditional session metrics. Additionally, publishers may benefit from exploring third-party analytics solutions that offer specialized publisher-focused reporting features.

Industry observers note that the session metrics retirement reflects broader trends toward privacy-focused measurement and automated optimization systems. As advertising technology evolves toward artificial intelligence-driven campaigns, granular session-level data becomes less critical for performance optimization compared to aggregate conversion and revenue metrics.

The change arrives during a period of significant transformation for digital advertising measurement standards. Publishers must navigate multiple platform updates while maintaining revenue performance and adapting to shifting user behavior patterns influenced by AI-powered search features and content discovery mechanisms.

For publishers seeking detailed user behavior analysis, the transition to Google Analytics 4 offers expanded measurement capabilities including enhanced e-commerce tracking, custom event definitions, and machine learning-powered insights. However, the learning curve and setup complexity may challenge smaller publishers who previously relied on AdSense's simplified reporting interface.

Timeline

• March 13, 2024: Google eliminates subdomain tracking in AdSense for Search site reporting
• May 15, 2024: Google implements 100-click minimum thresholds for Custom Channels and Search Styles reporting
• August 21, 2024: Google delays implementation of 10-click minimum reporting thresholds for Custom Channels
• July 3, 2025: Google announces automatic fill for empty ad spaces feature
• July 23, 2025: Google reports Network advertising revenue decline of 1% to $7.4 billion
• August 25, 2025: Google implements Restricted Access Features for AdSense Search
• September 23, 2025: Google retires session-related metrics from AdSense reporting platform

Summary

Who: Google AdSense platform affecting all publishers worldwide who previously relied on session-related metrics for performance analysis and revenue optimization strategies.

What: Retirement of session-related metrics in AdSense reporting, including "Ad sessions," "Ad session RPM," and all other metrics that rely on ad session data, with Google directing publishers toward Google Analytics 4 for comprehensive session-level analysis.

When: Announced and implemented September 23, 2025, with immediate effect on all AdSense reporting interfaces and custom reporting configurations.

Where: Applied globally across the Google AdSense platform, affecting both standard reporting interfaces and API-based data access for publishers in all geographic markets.

Why: Part of Google's broader strategy to streamline advertising reporting systems, eliminate deprecated features, and direct publishers toward comprehensive analytics platforms like Google Analytics 4 that offer enhanced measurement capabilities and cross-platform integration.