Firefox Referral income up 50% on Saturday over previous Saturday. Nominal increase in traffic. No change in CTR! No change in conversion rate! No change in average payout. (i.e., 100 conversions equals $xx dollars, since we know Firefox isn't a $1 for every conversion.) While my traffic hasn't changed much, somehow, Google is reporting more views of the ads. CTR is about the same. (Google was reporting far fewer pageviews, when I crunched the numbers, than my server-side reporting. I assumed people surfing with adblockers were to blame in the past, but now I wonder.) I had noticed occasionally, the firefox referral button not showing on my main page. I'd refresh the screen and it would show. Wasn't an issue on my end, but I didn't notice it all that often. Theories: 1) The referral button was having more problems (not being served) more frequently than I thought. It seems it might have been awol 1/3rd of the time??? That seems like something I would have noticed. 2) Google wasn't tracking all conversions, and now they are. (This ... bothers me. Because it's potentially a LOT of money when you figure all the webmasters pimping Firefox buttons out there.) 3) Google has changed what they consider a conversion? 4) Some factor I'm not considering? I'm not complaining about the extra money and I hope it keeps up. But option #2 bothers me from an ethical standpoint. #1 or #2 seem more likely. #1 is possible if an ad-serving issue was happening during peak hours, because I'm at my day job then and not monitoring the site.