How can it be a net negative? Net change in value = 1.43 \* 0.84 = +20%

Analemma_ · on Jan 27, 2017

I think his point was that if CPC decreases monotonically forever, then eventually revenue will have to suffer regardless of volume growth. As others have mentioned, this doesn't take into account the mix of new ecosystems, though it's noteworthy that Google doesn't break down CPC by segment so we could see trends for desktop/mobile/YouTube/etc/

pisarzp · on Jan 27, 2017

But if you look at trend on each individual property separately, CPCs are not declining anywhere. It's just effect of Simpson's Paradox on total number