Interactive report metrics
Below are all of the metrics available in Interactive reports . To view dimensions, visit Interactive report dimensions .
The table is organized as follows:
| Left column | Right column |
|---|---|
| Metric name and description |
Category the metric is found under |
To filter the table, enter a keyword in the search box, or click Narrow by and select a category.
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Active View interactions
Analytics
Analytics
Analytics
Formula: Ad exposure time ∕ user engagement duration
Analytics
Formula: Ad unit exposure time ∕ user engagement duration
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Formula: engaged sessions / sessions
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Analytics
Bid rate for each deal. MUST be broken down by Deal Id or Deal Name. Not tracked for Programmatic Guaranteed deals (will show as N/A for those deals).
Formula: Bid rate (Bids / Bid requests)
Bids
Number of ad requests sent for each deal. MUST be broken down by Deal Id or Deal Name. Multi-attribution metric (cannot be aggregated over Deals) since a single given ad request can be attributed to more than one deal. Not tracked for Programmatic Guaranteed deals and Open Auction package deals (will show as zero for those deals).
Bids
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals).
Bids
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals).
Bids
Number of bids that win for each deal. For in-stream video, includes ads returned within fallback chains. Not tracked for Programmatic Guaranteed deals (shows as zero for those deals).
Bids
The number of times a line item’s targeting matched ad requests and could potentially compete in auction. This includes every time a line item matches any ad request. Note this is not the count of individual line items.
Eligible line items= Targeted line items− Rejected line items
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of ad requests that contain a list of eligible line items, one of which will be chosen to compete in the auction.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
This can happen if the deal’s buyer failed to bid on the deal, or if the bid is rejected.
Suggested action
This rejection reason is typically caused by the deal’s buyer failing to bid on the deal, or the bid being rejected. If this happens, the specific reason should appear in the programmatic flow.
The number of times line items competed in auction. This includes every time a line item competes in auction. Note this is not the count of individual line items.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of times line items whose targeting matched the ad request were not selected to move on to compete in auction. This includes every time a line item is not selected to compete in auction. Note this is not the count of individual line items.
Learn more about the rejection reasons and suggested actions.
Suggested action
Generally, this is working as intended, as Ad Manager selects line items to serve based on their schedule and priority. To confirm that a line item has sufficient inventory, use Ad Manager forecasting, or learn more about troubleshooting line item delivery .
The number of ad requests that chose a line item to compete in the auction.
Note: It’s possible for an ad request to have no line item compete in the auction.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of ad requests where the publisher has targeted line items .
Ad requests for Programmatic Guaranteed deals and Preferred Deals are included both here and in Ad requests allowing programmatic, so there is some overlap. Deciding whether to serve Programmatic Guaranteed deals or Preferred Deals happens within this value. Getting the actual creative served is included in Ad requests allowing programmatic.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of times targeted line items were disallowed from competing to serve to some ad requests. This includes every time a line item is rejected. Note this is not the individual count of line items.
Learn more about the rejection reasons and suggested actions.
The number of times a line item’s targeting matched ad requests. This includes every time a line item matches any ad request. Note this is not the individual count of line items.
If you have a segment of traffic where this number is low, it may indicate the traffic is undersold, or is completely reserved for a few line items or buyers.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Formula: (Messages where the user consented to all purposes and vendors) / (European regulations messages with an outcome)
Includes instances where the user clicked "Consent" and where the user consented to all options in the custom consent flow. The denominator excludes messages without an outcome.
European regulations messages
Excludes instances where the user consented or rejected all purposes and vendors. Includes instances where the user clicked "Manage options," but then chose to consent without changing the configured settings.
European regulations messages
European regulations messages
Includes instances where the user clicked "Do not consent" and where the user rejected all options in the custom consent flow. The denominator excludes messages without any outcome.
European regulations messages
Ad requests that have header bidding trafficking demand. Header bidding trafficking simplifies setting up header bidding and potentially improves header bidding performance.
When a Yield partnerfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Number of ad requests where the publisher informed Ad Manager about header bidding trafficking bids, and at least one of those bids was not rejected.
When a Yield partnerfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Number of header bidding trafficking bids that are able to match an ad request, minus the bids that were rejected.
Competing header bidding trafficking bids= Header bidding trafficking bids− Rejected bids
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of header bidding trafficking bids (which Ad Manager received from the publisher) for ad requests.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Ad requests that are only eligible to serve line items. In other words, they’re ineligible for programmatic, mediation, or header bidding trafficking.
Learn more about the rejection reasons and suggested actions for programmatic , mediation , and header bidding trafficking.
The number of ad requests that don’t have header bidding trafficking bids.
In ads traffic navigator, a red or green arrow indicates the reason/issue independently shifted the subsequent numbers by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
For header bidding trafficking bids that Ad Manager received, this is the number that can't compete for the ad request. For example, the advertiser may not be allowed, the bid is below the publisher floor, etc.
Learn more about the rejection reasons and suggested actions.
Ad requests that have header bidding trafficking demand, don’t have issues, and can move on to the next step of the trafficking flow.
When a Yield partnerfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of header bidding trafficking ad requests that have bids.
When a Yield partnerfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
In certain instances, this metric may have minor discrepancies with your invoice due to delayed impressions, spam filtering, etc. If your network has any free impressions, they are still counted in this metric.
Filled impressions are invoiced differently based on the inventory involved:
- For mobile app and video inventory, filled impressions are counted when the ad is rendered according to video first-frame and mobile app impression counting methodologies. Unfilled impressions aren’t billed.
- For other inventory, they’re billed as downloaded impressions . Unfilled impressions are billed, but included in the “Invoiced unfilled impressions” metric total.
- Impressions filtered as invalid traffic aren’t included.
Invoiced impressions
Invoiced impressions
Ad requests that have mediation demand. Mediation increases your mobile app revenue by calling a series of third-party ad networks to fill an ad request, ordered by expected yield.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Ad requests that are only eligible to serve line items. In other words, they’re ineligible for programmatic, mediation, or header bidding trafficking.
Learn more about the rejection reasons and suggested actions for programmatic , mediation , and header bidding trafficking.
Ad Manager served a chain of ads to the client, and the client analyzed the chain to load one ad. These are the number of ads that were loaded from that process.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of ad requests that don’t have targeted mediation partners.
In ads traffic navigator, a red or green arrow indicates the reason/issue independently shifted the subsequent numbers by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of mediation partner candidates that compete to be in mediation chains .
Competing mediation partners= Targeted mediation partners− Rejected partners
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Number of mediation partners that didn’t match an ad request and the reasons why. Examples: the publishers provided instructions to not use this partner, or the user didn’t consent.
Learn more about the rejection reasons and suggested actions.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Number of ads Ad Manager served in mediation chains that were not loaded by the client. Note that "Served single ads" always get loaded, so they never appear in this rejection stage.
Learn more about the rejection reasons and suggested actions.
Suggested action
This is expected, as mediation returns multiple partners to guarantee that one can eventually load. If a mediation partner is unused more than expected or desired, you can increase the value of the yield group. To ensure the mediation chain is optimized, you can also activate automatic data collection or ensure that each mediation network's CPM is adjusted periodically, according to the bids actually received by each partner.
Ad requests have mediation demand, don’t have issues, and can move on to the next step of the trafficking flow.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
The number of ad requests that have targeted mediation partners.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Number of mediation chains Ad Manager serves. This number is only for mediation chains , which Ad Manager only serves when there’s a mediation request.
The mobile app’s SDK tries to load the first element in the mediation chain. If it fails to load, the SDK continues to pass back to the next element, until an ad is returned. In this process, each unloaded ad counts as a passback.
Suggested action
If a mediation partner passes back more than expected, you may want to check with the ad network about why the fill rate is low.
The partner publisher’s share of total revenue pre-reconciliation. Support for viewable CPM and viewable impression-counted line items is not available, so Gross revenue will not appear in reporting for viewable CPM line items.
Partner management
Formula: (Clicks ∕ Impressions) × 100
Partner management
Partner management
Formula: (Clicks ∕ Impressions) × 100
Partner management
Partner management
Total impressions for the partner publisher. For Track assignments, this value will be 0, and you should instead look at the "Host impressions" metric.
Partner management
The number of video views from the shared partner content. Learn more about video content reports .
Partner management
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.
Partner management
For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds.
This metric works across display, mobile web, and video inventory.
Performance
Performance
Performance
Performance
Formula: (measurable impressions ∕ eligible impressions) × 100
Performance
Performance
Performance
Formula: (viewable impressions ∕ measurable impressions) × 100
Performance
Note:The final sum may not be accurate if you use optimized pods.
For optimized pods:
- Each ad returned in the pod is counted as an ad request.
- Your ad opportunity duration is used to calculated the number of ad requests for any unfilled time in the pod.
Performance
eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Performance
Performance
Total impressions from the Google Ad Manager server, AdSense, Ad Exchange, and yield group partners. Learn more about how Ad Manager counts impressions .
The "Total impressions" metric does not count impressions served by companion ads. To include the number of impressions served by companion in your report, add the "Master and Companion creative" dimension available in Historical report type.
Performance
Performance
Total amount of CPM and CPC revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Performance
Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange.
Performance
Number of times the Google Ad Manager ad server, AdSense, Ad Exchange, and third-party Mediation networks responded to a request for an ad. A code serve is not counted if the ad server response is empty.
Performance
onLoad
event). Note: Some impressions may not have ad speed or latency data associated with them.
Performance
onLoad
event). Note: Some impressions may not have ad speed or latency data associated with them.
Performance
onLoad
event). Note: Some impressions may not have ad speed or latency data associated with them.
Performance
onLoad
event). Note: Some impressions may not have ad speed or latency data associated with them.
Performance
onLoad
event). Note: Some impressions may not have ad speed or latency data associated with them.
Performance
Formula: (total clicks ∕ total impressions) × 100
Performance
Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count) .
Performance
Formula: (# Total impressions) ∕ (# Total ad requests)
Performance
Performance
Performance
Performance
Performance
Performance
Performance
Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes).
This metric applies only to CTV ads.
The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions , Ad server unfiltered tracked ads , and Ad server unfiltered begin to render impressions .
Performance
Performance
Performance
Performance
Fill rate = Filled ad requests / Total ad requests
Performance
Performance
Performance
Use the Partner unmatched ad requests metric for unfilled optimized pods requests.
Performance
Requests that partner doesn’t fill. Calculated from the maximum number of ads for pods requests.
There’s a maximum of 2 unfilled requests for a single pod. This matches the definition of unmatched ad requests in the Historical report.
Performance
Performance
Performance
Performance
Performance
Performance
Performance
Performance
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.
Performance
Performance
Performance
Performance
Performance
Number of times an error occurred. Examples include a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions.
Performance
Note:The final sum may not be accurate if you use optimized pods.
For optimized pods:
- Each ad returned in the pod is counted as an ad request.
- Your ad opportunity duration is used to calculated the number of ad requests for any unfilled time in the pod.
Performance
Performance
The total number of overdelivered impressions. Impressions that deliver above the agreed-upon goal in Programmatic Guaranteed are marked as overdelivery and the buyer is not charged, nor is the publisher paid.
Learn about how Ad Manager reports for Programmatic Direct .
Performance
Performance
Performance
Formula: (# AdSense not viewable Impressions) ∕ (# AdSense eligible impressions)
Performance
Formula: (# AdSense not measurable impressions) ∕ (# AdSense eligible impressions)
Performance
Formula: (# AdSense viewable impressions) ∕ (# AdSense eligible impressions)
Performance
Performance
Formula: (# Not viewable Impressions) ∕ (# Eligible impressions)
Performance
Performance
Formula: (# Not measurable impressions) ∕ (# Eligible impressions)
Performance
Formula: (# Viewable impressions) ∕ (# Eligible impressions)
Performance
Performance
Ads that served but didn’t render.
In ads traffic navigator, a red or green arrow indicates the reason/issue independently shifted the subsequent numbers by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Performance
Ad requests that won’t return any ads; we stop processing them immediately.
Learn more about the rejection reasons and suggested actions.
Performance
Ads that are selected to serve without needing to be part of a mediation chain of other ads.
Performance
The number of times an ad request is sent (such as by GPT on a webpage) to an ad server. This request is the first step of the ad selection process .
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Note: This value counts each pod request as an ad request, while the “Total ad requests” reporting metric counts each individual video ad in a pod as its own ad request.
Performance
Number of times Google Ad Manager, AdSense, Ad Exchange, or third-party mediation networks responded to a request with an ad. In other words, the number of ads that got loaded.
Note: If there’s no mediation, all ads are loaded and counted in this value. With mediation, there’s a chain – or waterfall – of ads, but only the ad returned is counted in this value.
Performance
Ad requests that don’t have issues and can move on to the next step of the trafficking flow.
Valid ad requests= Total ad requests− Rejected ad requests
Ad requests can be eligible to serve any or all demand sources (programmatic, line items, mediation, and header bidding). This results in some overlap, so the sum of the four “Ad requests” boxes below is not expected to equal Valid ad requests.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Performance
Total amount of CPC revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Performance
Total amount of CPM revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party mediation networks.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Performance
For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds.
This metric works across display, mobile web, and video inventory.
Performance - Ad Exchange
Performance - Ad Exchange
Performance - Ad Exchange
Formula: (measurable impressions ∕ eligible impressions) × 100
Performance - Ad Exchange
Performance - Ad Exchange
Formula: (viewable impressions ∕ measurable impressions) × 100
Performance - Ad Exchange
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
Performance - Ad Exchange
Formula: CPC = Estimated revenue ∕ Clicks
Performance - Ad Exchange
Formula: (Ad Exchange clicks ∕ Ad Exchange impressions) × 100
Note: The "Ad Exchange CTR" metric in Historicalreports and the "CTR" metric in Ad Exchange historicalreports are calculated differently, and they can't be compared.
Performance - Ad Exchange
Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests
Performance - Ad Exchange
Performance - Ad Exchange
Performance - Ad Exchange
Formula: CTR = Clicks ∕ Matched requests
Performance - Ad Exchange
Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000
Performance - Ad Exchange
Formula: Ad Exchange responses served ∕ Ad Exchange ad requests
Performance - Ad Exchange
Performance - Ad Exchange
Performance - Ad Exchange
Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.
Performance - Ad Exchange
Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.
Performance - Ad Exchange
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
Performance - Ad Exchange
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
Performance - Ad Exchange
Performance - Ad Exchange
Performance - Ad Exchange
Formula: CTR = Clicks ∕ Matched requests
Performance - Ad Exchange
Performance - Ad Exchange
Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.
Performance - Ad Exchange
Performance - Ad Exchange
- For video,ad requests are often greater than ad impressions because video ads may not serve as fast or render properly. Use video-specific metrics to better assess video inventory performance.
- For mobile apps,all requests sent to Ad Exchange in Mediation (not just requests filled by Ad Exchange) are reported. An increase in ad request totals may result in lower coverage rates.
Performance - Ad Exchange
Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests
Performance - Ad Exchange
Performance - Ad Exchange
For optimized pods, this metric will count a single opportunity when the pod doesn't fill with programmatic demand. When it does fill, it will count each matched query.
Performance - Ad Exchange
Formula: Programmatic responses served ∕ Programmatic eligible ad requests
Performance - Ad Exchange
Differs from Ad Exchange responses served , which doesn't include Open Bidding matched ad requests.
Performance - Ad Exchange
Performance - Ad Exchange
Formula: (# Ad Exchange not viewable Impressions) ∕ (# Ad Exchange eligible impressions)
Performance - Ad Exchange
Performance - Ad Exchange
Formula: (# Ad Exchange not measurable impressions) ∕ (# Ad Exchange eligible impressions)
Performance - Ad Exchange
Formula: (# Ad Exchange viewable impressions) ∕ (# Ad Exchange eligible impressions)
Performance - Ad Exchange
For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds.
This metric works across display, mobile web, and video inventory.
Performance - Ad server
Performance - Ad server
Performance - Ad server
Formula: (measurable impressions ∕ eligible impressions) × 100
Performance - Ad server
Performance - Ad server
Performance - Ad server
Formula: (# Not viewable Impressions) ∕ (# Active View Eligible Impressions)
Performance - Ad server
Formula: (# Not measurable impressions) ∕ (# Eligible impressions)
Performance - Ad server
Performance - Ad server
Formula: (# Viewable impressions) ∕ (# Active View Eligible Impressions)
Performance - Ad server
Formula: (viewable impressions ∕ measurable impressions) × 100
Performance - Ad server
Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000
Performance - Ad server
Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000
Performance - Ad server
Performance - Ad server
Total clicks served by the Google Ad Manager server. It usually takes about 30 minutes for new clicks to be recorded and added to the total displayed in reporting.
Performance - Ad server
Performance - Ad server
Performance - Ad server
Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100
Performance - Ad server
Impressions counted after the ad is downloaded in the user's device. This doesn't require that the ad content be fully loaded. This total excludes impressions from Ad Exchange and AdSense. It usually takes about 30 minutes for new impressions to be recorded and added to the total displayed here.
Performance - Ad server
Co-viewing refers to the act of multiple people watching ads on a connected TV (CTV) device together. When multiple people view together, this could lead to more impressions and reach for your video ad.
Co-viewed impressions can be >1 for set-top box and connected TV. For other traffic, the co-viewed count is 1, which aligns with regular impressions.
Ad server
Performance - Ad server
Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes).
This metric applies only to CTV ads.
The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions , Ad server unfiltered tracked ads , and Ad server unfiltered begin to render impressions .
Performance - Ad server
Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered.
Performance - Ad server
Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered.
Performance - Ad server
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
Performance - Ad server
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
CPM and CPC revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server. Sum of all booked revenue.
Performance - Ad server
Performance - Ad server
For more information, see Report on key-values .
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
Performance - Ad server
For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds.
This metric works across display, mobile web, and video inventory.
Performance - AdSense
Performance - AdSense
Performance - AdSense
Formula: (measurable impressions ∕ eligible impressions) × 100
Performance - AdSense
Performance - AdSense
Formula: (viewable impressions ∕ measurable impressions) × 100
Performance - AdSense
The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.
Performance - AdSense
Formula: (AdSense clicks ∕ AdSense impressions) × 100
Performance - AdSense
Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered.
Performance - AdSense
Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered.
Performance - AdSense
Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue.
Performance - AdSense
Performance - AdSense
Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone.
Performance - AdSense
The number of ad requests that have received bids from any demand source.
When a Bidderfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
The number of ad requests that resulted in Ad Manager sending a bid request to at least one buyer.
Notes:
-
One bid request might call out to several different buyers.
-
When a Bidderfilter is added, ad request counts are estimates.
-
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
Includes any ad request that allows programmatic demand.
In other words, any ad request that has backfill enabled or is attempting to perform a Programmatic Guaranteed deal.
These are not necessarily all programmatic ad requests. These are ad requests that allowprogrammatic; whether they actually windepends on the auction. It’s possible a reservation could win here, but choosing a programmatic deal is the priority.
When a Bidderfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
The final number of programmatic bids that will compete for the impression .
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
The number of ad requests that have received bids determined to be eligible to compete in the auction.
When a Bidderfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
For the ad requests that resulted in Ad Manager sending bid requests to buyers, this is the total number of bid requests sent across all those buyers.
Bid requests sent= Bid request candidates− Skipped bid requests
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
Number of bid requests that resulted in one or more bids.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
All buyers that Ad Manager could potentially send bid requests to. This number applies to real-time bidding, Open Bidding, and Google demand.
A bid request is a request from Ad Manager to a buyer to bid on their ad inventory.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Note: Ad Manager won’t necessarily send a bid request to all of these buyers. At this point, these are just the buyers that could potentially receive a bid request.
Programmatic
This number includes all bid requests that did not result in bids. For example, buyers may not have received the request or Ad Manager may not have received the response due to errors or timeouts, or the buyer response didn't include a bid.
Learn more about the rejection reasons and suggested actions.
Programmatic
Ad requests that are only eligible to serve line items. In other words, they’re ineligible for programmatic, mediation, or header bidding trafficking.
Learn more about the rejection reasons and suggested actions for programmatic , mediation , and header bidding trafficking.
Programmatic
For bids that Ad Manager received from buyers, this is the number that can’t compete for the ad request (e.g., the advertiser is not allowed, the bid is below the publisher floor, etc.).
Learn more about the rejection reasons and suggested actions.
Programmatic
Ad Manager did not send bid requests to these buyers. Reasons for this include the publisher elected to not allow this buyer to bid, or the user might not consent to the buyer. It’s also possible that an issue prevented bid requests from being sent to these buyers.
Note: These buyers are also included in the Bid request candidatesnumber.
Learn more about the rejection reasons and suggested actions.
Programmatic
The total number of bids that Ad Manager received from buyers who received bid requests.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Note: This value is usually higher than Bid requests with responsebecause a bidder can return multiple bids to each single request (e.g., when submitting separate bids for different eligible sizes or formats).
Programmatic
Ad requests that allow programmatic, don’t have issues, and can move on to the next step of the trafficking flow.
When a Bidderfilter is added, ad request counts are estimates.
In ads traffic navigator, a red or green arrow indicates this metric independently shifted the subsequent metrics by 5% or more (period over period), excluding upstream and downstream changes. Hover over the arrow for details.
Programmatic
Number of times that a user interacts with any part of a rich media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured in ad development can be recorded as a counter. The default aggregation is one event per impression (except for exit links, which are counted every time).
Rich media custom metrics
Time during which a user views and interacts with a specified part of a rich media ad. A creative can have multiple timer events, each timed independently. This metric is presented per timer per impression.
Rich media custom metrics
Average time, in seconds, that a user actively engages with an ad. For example, users could place their cursor over a game-like ad in order to scroll, click or otherwise interact with the ad for a prolonged period.
Formula: Rich media average interaction time = Rich media total interaction time ∕ Rich media interactive impressions
Rich media interaction
Average amount of time, in seconds, that a rich media expanding ad is viewed in an expanded state. Any expansion times that exceed several minutes are capped. This rule prevents skewed results for average expansion time in reporting.
Rich media interaction
Number of times a rich media expanding ad reached an expanded state, and the total amount of time that the ad was in an expanded state. This event is counted only once per impression, while the time the ad remains in an expanded state is recorded as a total expansion time.
Rich media interaction
Measures the impression only once when a user opens an ad in full screen mode.
Rich media interaction
Total number of any non-impression events (exit links, movie loads, counter events, and timer events) that occurred when a user interacted with a rich media ad. This number is reached by adding up the sum of all counter events.
Rich media interaction
Rate at which users interacted with a rich media ad.
Formula: Rich media interaction rate = Rich media interactive impressions ∕ Rich media impressions
Rich media interaction
Total amount of time, in seconds, that a user interacted with a rich media ad.
Formula: Rich media total interaction time = Rich media interaction time × Rich media interactive impressions
Rich media interaction
Rich media interaction
Number of times that a user manually closed a floating, pop-up, expanding, in-page with pop-up, or in-page with floating ad.
Rich media interaction
Number of times that a user clicks on the graphical controls of a video player. This metric is recorded by measuring any changes to the video play experience other than auto-play and auto-complete.
Rich media video metrics
Rich media video metrics
Ratio of video interactions to video plays.
Formula: Video interactions ∕ Video plays
Rich media video metrics
Number of times that a video is played until the middle of its view length.
Rich media video metrics
Rich media video metrics
Rich media video metrics
Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66.
Rich media video metrics
Average time, in seconds, that a video is viewed per view.
Total video view time / Video plays
Rich media video metrics
Average amount of time per impression, in seconds, that a Rich Media ad is displayed.
Formula: Rich Media average display time = Rich Media total display time ∕ Rich Media impressions
Rich Media viewership
The number of times a backup image was served instead of the Rich Media creative.
Rich Media viewership
Total amount of time, in seconds, that each Rich Media ad is displayed to users over the specified date range. For ads with multiple assets (for example, a Rich Media In-Page with Floating ad), the total display time is only counted for the out-of-banner asset.
Formula: Rich Media total display time = Rich Media display time × Rich Media impressions
Rich Media viewership
Server-side unwrapping
Server-side unwrapping
Server-side unwrapping
Server-side unwrapping
Server-side unwrapping
Server-side unwrapping
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
Video errors
The average number of user interactions with a video. An interaction includes a click to collapse, expand, full screen, mute, pause, resume, rewind, skip, or unmute.
For example: One user only interacts with a video creative to unmute (1 interaction). Another user unmutes and clicks to full screen (2 interactions). The average interaction rate is 150% (3 interactions ∕ 2 starts) .
Formula: Video interactions ∕ Video starts
Video interaction
Number of times a user collapses a video, either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player.
Video interaction
Any expansion times that exceed several minutes are capped. Extended expansion time can occur when a user opens an expanding ad without collapsing the ad or closing the browser. This cap rule prevents skewed results for average display time in reporting. While this event is counted only once per impression, the time that the ad remains in an expanded state is recorded as the total expansion time.
For example, if one user expands an expanding ad for 10 seconds. Then another user expands the ad again for 20 seconds. The expand is calculated as 15 seconds (30 seconds ∕ 2 impressions) .
Note:Expansion times that exceed several minutes are capped. An extended expansion time can occur when a user opens an expanding ad without collapsing the ad or closing the browser. This cap rule prevents skewed results for average display time in reporting. While this event is counted only once per impression, the time that the ad remains in an expanded state is recorded as the total expansion time.
Formula: Expand = Total expansion time ∕ Total impressions
Video interaction
Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player.
Video interaction
Note: The "Mute" count may be higher than "Start" count for video. For example, this can happen when first mute is triggered by the SDK via adsManager.setVolume(0)
prior to the ad loading.
Video interaction
Video true opportunities
Video true opportunities
The number of video ad opportunities reached by a user (rounded down, or capped based on your max ads setting, whichever is less) using the adbreak counting method.
Video true opportunities
Video true opportunities
Video true opportunities
The total matched opportunities in video true opportunities reporting using the adbreak counting method.
Video true opportunities
The number of video ad opportunities reached by a user (rounded down) using the adbreak counting method.
Video true opportunities
Number of times video ads play automatically. To implement auto-play metrics in your player, set the
autoPlayAdBreaks
parameter using the SDK
. The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement.
Note that Auto-plays is incompatible with Ad Exchange impressions. Although Auto-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty.
Video viewership
Percentage of a video that is watched by a user.
For example: Two users watch a video. One user watched the whole video, so there's one Video Start, one Video First Quartile, one Video Midpoint, one Video Third Quartile, and one Video Complete. Another user watched past the Video First Quartile, but didn't reach Video Midpoint. The average view rate is 0.6875 ((1 + 0.375) ∕ 2 starts) .
Formula: (0.125 × videoStart + 0.25 × videoFirstQuartile + 0.25 × videoMidpoint + 0.25 × videoThirdQuartile + 0.125 × videoComplete) ∕ VideoStart
This is not a viewability metric, as defined by the MRC Viewability Guidelines.Video viewership
For example: A 20-second video is viewed by one user for 20-seconds. A second user views the same video for only 10 seconds. The average video view time is calculated as 15-seconds (30 seconds ∕ 2 starts) .
If a user drags the scrubber (video timeline) backward or stops the video altogether, the video view time is stopped.
Formula: Average view time = Total video view time ∕ Video starts
For Rich Media creatives:
Formula : Total video view time ∕ Video plays
This is not a viewability metric, as defined by the MRC Viewability Guidelines.
Video viewership
Number of times video ads have played when clicked. This is the default behavior of video ads.
The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement.
Note that Click-to-plays is incompatible with Ad Exchange impressions. Although Click-to-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty.
Video viewership
Percentage of times the video played to the end.
For example: One user watches 20-seconds of a 20-second video creative. Another user only watches 10-seconds. The completion rate is calculated as 50% (1 complete ∕ 2 starts).
Formula: Completion rate = Video completes ∕ Video starts
Video viewership
Number of times the ad was viewed to completion. For VAST 3 or 4, a completion occurs either when the user reaches the end of the ad, or reaches the "Skippable view time" defined in your network settings, whichever comes first. This is not a viewability metric, as defined by the MRC Viewability Guidelines.
Video viewership
Video viewership
Number of times the "skip" button was shown. The skip button is shown 5 seconds after a skippable ad starts.
Video viewership
Number of times an error occurred. Examples include a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions.
Video viewership
The average percentage of error per impression.
For example: A video creative duration is set improperly and the player reports this error for every impression. The total error rate is 100%.
Formula: Total error rate = Total error count ∕ (Total error count + Total impressions)
Video viewership
Applicable to advertiser-hosted Programmatic Guaranteed or Preferred Deal programmatic video creatives only, this metric will report the "Max duration (seconds)" value set in the corresponding line item.
Video viewership
Percentage of times the ad was viewed.
For example: One user watches 20 seconds of a 20-second video. Another watches only 10 seconds. The view-through rate is calculated as 50% (1 engaged view ∕ 2 skips shown) .
Formula: Engaged view ∕ Skip shown
This is not a viewability metric, as defined by the MRC Viewability Guidelines.Video viewership
Shows values for Ad Exchange traffic only.
Video viewership
Measures the percentage of skips. For example, the % of times a user skips a given video by clicking "Skip." This option only applies to TrueView ads and appears after 5 seconds.
Shows values for Ad Exchange traffic only.
Formula: TrueView skip rate = Skips ∕ Skippable ad impressions
This is not a viewability metric, as defined by the MRC Viewability Guidelines.Video viewership
Shows values for Ad Exchange traffic only.
Formula: TrueView VTR = TrueView Views ∕ TrueView ad impressions
Video viewership
Only applies to Open Bidding ; not Mediation. This data is available for 45 days after the event.
Yield group
Only applies to Open Bidding ; not Mediation. This data is available for 45 days after the event.
Yield group
Only applies to Open Bidding ; not Mediation. This data is available for 45 days after the event.
Yield group
Some bids may be filtered out before the auction runs if the bidder's response omits required fields or contains a creative that violates Google's policies. Learn more about policies and enforcement .
Only applies to Open Bidding ; not Mediation.
This data is available for 45 days after the event.
Yield group
Only applies to Open Bidding ; not Mediation.
This data is available for 45 days after the event.
This report metric can be affected by exchange quotas, which regulate how many requests they want to receive from Ad Manager, or the exchange's pretargeting configuration.
Because video pods can lead to multiple bid requests sent to third-party buyers, publishers shouldn't expect these values to match the available impressions values for third-party buyers.
Yield group
The estimated net rate for yield groups or individual yield group partners.
- For Open Bidding buyers and for Ad Exchange, this value is based upon the actual, real-time CPM bid.
- For Mediation yield group partners, this value is based upon the CPM bid estimate used by Ad Manager when positioning buyers within the Mediation chain.
If automatic data collection is enabled, this value reflects a combination of the "Default CPM" values and the average CPM collected by Ad Manager, adjusted for impression discrepancies with Ad Manager recorded impressions. Otherwise, the "Default CPM" value, defined by the publisher when trafficking a yield group, is used.
Yield group
Formula: Yield group estimated CPM × Impressions ∕ 1000
Yield group
Number of matched yield group requests where a yield partner delivered their ad to publisher inventory.
- Desktop and mobile web
For Ad Exchange and Open Bidding buyers, an impression is counted when the ad is downloaded on the publisher’s page, but not necessarily when it becomes viewable. Learn more about downloaded impressions in data transfer . - Mobile apps
Banner format:- For mediated ad networks, Ad Exchange, and Open Bidding buyers, an impression is counted when one or more pixels of the ad creative is visible on a device's screen. Learn more about changing to mobile app impression counting .
Interstitial format:
- An impression is counted when the ad is displayed in the publisher’s app.
Yield group
Mediation chain impressions refer to impressions served using a Mediation chain .
Value is "Unavailable" when no impressions or passbacks have served.
Learn more about mediation .
Yield group
Note:In Reporting we define a Mediation chain as a response to a GMA SDK request with at least one third-party (Mediation) ad tag.
Learn more about mediation .
Yield group
Learn more about mediation .
Yield group
Formula: (Third-party earnings ∕ Third-party impressions) × 1000
Yield group
Yield group
Only applies to Open Bidding ; not Mediation.
This data is available for 45 days after the event.
Yield group
