Reports glossary
Learn which terms display the information you need
Below are all metrics and dimensions available in AdMob reports, along with information about applicable report types. Filter the table with one or more keywords to find reporting terms.
Clicks
The total number of times users click ads shown in your app.
Your earnings accrued for the selected date range. This amount is an estimate that is subject to change.
The total number of ads shown to users.
CTR
Impression clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. It's calculated by dividing clicks by impressions:
(Clicks / Impressions) * 100%
For example, if your ad received 20 clicks out of 1,000 impressions, the Impressions CTR would be 2%.
Match rate
The percentage of ad requests that received a response from an ad source. It's calculated by dividing matched requests by requests:
(Matched requests / Requests) * 100%
Matched requests
The number of ads returned by an ad source in response to ad requests. Not all matched requests result in an impression.
For bidding ad sources, matched requests is the number of times an ad source wins the bidding auction and the waterfall (if applicable ), and returns an ad to the app.
For waterfall ad sources, matched requests is the number of times an ad source is called in the mediation waterfall and returns an ad to the app.
The percentage of returned ads that were displayed in the app to the user. It's calculated by dividing impressions by matched requests:
(Impressions / Matched requests) * 100%
For example, if the total number of Matched requests is 80, but your app only shows 60 of these, then the app’s Show rate will be 75%.
Observed eCPMA third-party ad network's estimated average eCPM calculated using historical revenue data.
Observed eCPM will only be shown for optimized third-party ad networks.
Requests
The number of times your app or ad unit requests an ad. Requests are counted even if no ads are returned. If the request is sent to more than one ad source in the mediation waterfall, it’s only counted once.
Active users (AU)
The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date.
The average revenue per user (ARPU)from ad and purchase revenue. ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.
It’s calculated by:
(Ads earnings + Purchase earnings) / Active Users
Note: To view IAP data for your Android apps, you must:
- Link your app to a Firebase project .
- Link your Google Play account to the Firebase project.
Rewarded earnings / Rewarded users
The estimated earnings from rewarded ads accrued for each rewarded user.
Imps / AU
The average number of ads seen by an active user. This is sometimes known as ad density or ad load.
It’s calculated by:
Impressions / Active users
Imps / AV
The average number of ads seen by an ad viewer.
It’s calculated by:
Impressions / Ad viewers
Rewarded impressions / Rewarded users
Number of rewarded ads shown to users on average for each rewarded user. It's calculated by dividing the total number of rewarded impressions by the number of rewarded users.
Number of rewarded ads shown to users on average during each session. It's calculated by dividing the total number of rewarded impressions by the number of sessions.
Rewarded events (%)
The percentage of rewarded impressions that resulted in users receiving a reward. It’s calculated by:
(Rewarded events / Rewarded impressions) x 100
The number of times a reward is granted after viewing a rewarded ad.
The number of unique users who received a reward from viewing a rewarded ad. It's calculated by counting the number of users who finished viewing a rewarded ad.
The percentage of users who received a reward from viewing a rewarded ad. It's calculated by dividing the number of rewarded users by the number of daily active users.
Bids in auctionThe number of bids submitted by the ad source that participated in bidding auctions.
Note: Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types.
Bids in auction (%)The percentage of bids that participated in bidding auctions.
It’s calculated by dividing bids in auction by bid requests.
Bid requests
The number of requests made to a bidding ad source.
The estimated earnings accrued for every 1000 impressions an ad receives. It's calculated by dividing estimated earnings by the number of impressions received, then multiplying by 1000.
Eligible requestsThe number of ad requests that are eligible for bidding.
To be eligible for bidding, the ad request must be sent to a mediation group that includes bidding ad sources, and those ad sources must be able to participate in the auction for the ad unit.
Winning bidsThe number of bids that won a bidding auction.
Winning bids (%)The percentage of bids that won a bidding auction.
It’s calculated by dividing winning bids by bids in auction.
Winning bids matched (%)The percentage of winning bids that resulted in an ad being served to your app.
It's calculated by dividing winning bids matched by winning bids.
Ads earnings
Your estimated earnings from ad revenue. This includes earnings from the AdMob Network, your bidding ad sources, and your estimated third-party revenue.
Ads ARPV
The average revenue per viewer (ARPV)from ad revenue.
It’s calculated by:
Estimated earnings / Ad viewers
Note: Ad earnings is called "Estimated Earnings" in the Ads Activity report.
Ad viewers (AV)
The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date.
The percent of active users who have viewed ads.
It’s calculated by:
Ad viewers / Active users x 100%.
Ads ARPU
The average revenue per user (ARPU)from ad revenue.
It’s calculated by:
Estimated earnings / Active users
ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.
View performance by ad source. Ad source measures mediation traffic, and it can include direct sales, custom events, house ads, or third-party ad networks.
View performance across the unique instances of each ad source that appear in this report. May include instances of the AdMob Network, third-party ad networks, custom events, direct sold campaigns, and other ad sources.
View performance broken down by the country of visitors that have viewed ads on your app.
View performance by ad format (e.g., Banner, Interstitial).
View performance broken down by device platform.
- Android
- iOS
Serving restrictionUse this dimension to compare personalized ads to non-personalized ads, and understand which restrictions lead to ads not being personalized:
- Limited ads: Traffic where limited ads were served, regardless of user location.
- Restricted data processing (RDP): Publisher chose to enable restricted data processing (for example, using AdMob’s blocking controls) for compliance with the California Consumer Privacy Act (CCPA).
- Non-personalized ads (NPA): Publisher chose to enable non-personalized ads (for example, using AdMob’s blocking controls) for compliance with Google’s EU User Consent Policy and GDPR . Also applies to ad requests subject to the LGPD.
- Basic ads: IAB TCF v2.0 basic ads were served.
- Personalization disabled: May occur when iOS users have opted in to Limited Ad Tracking or haven’t provided consent under the AppTrackingTransparency (ATT) , and there's no other available user identifiers. May occur when Android users opt out of ad personalization. Includes any other cases where personalization wasn’t feasible.
- No restriction: Ads that are personalized using IDFA, Android Ad ID, or other available user identifiers.
Some ad requests may fall into multiple categories in this list. In these cases, the ad request is sorted into the first applicable category according to the order shown here.
App versionView performance by app version. App versions distinguish each of your app updates.
GMA SDKView performance by the Google Mobile Ads SDK version integrated into the app. Note: Currently, only the Google Mobile Ads SDK for iOS is supported.
HourView performance by hour. To use this dimension, select "Yesterday" or "Today so far" in the date range filter.
Note: Data for the most recent two hours may be incomplete.
Operating systemView performance by the device operating system and version number.
Ad unit serving type
View performance by the ad unit’s serving type:
- Standard: Ad units set up for waterfall mediation or bidding in an AdMob mediation group (includes demand from AdMob Network and third-party sources). Standard ad units can also be for waterfall meditation on a third-party mediation platform (AdMob Network demand only) or you can use them in AdMob without using mediation.
- Partner bidding: Ad units set up for bidding on a third-party mediation platform (Google demand only).
