I only care about how much money. The other is nice
to know info, but varies greatly from minute to minute.

I look at long-term trends for money generated.

CTR is helpful, and can be used to tell whether you need
to tweak something to get a better return. That is,
if your CTR is high, but money is low.

But it all really boils down to how much a site makes.

Paul

Estimated earnings is definitely the most important, but I will also look at things like CTR. I have one site that has an absolutely abysmal CTR (<1%) and so it doesn't look like it makes much money now, but if I can get that up to 5% I'll be pulling in an extra several hundred dollars each month.