Ad Manager report metrics
Below are all the metrics available in Ad Manager reports, along with information about applicable report types
and metric categories . Metric categories group related dimensions. For example, the dimensions "City", or "Country" belong to the metric category "Geography".
Filter the table with one or more keywords to search for metrics.
Total, Ad server, AdSense, Ad Exchange
Total, Ad server, AdSense, Ad Exchange
Total, Ad server, AdSense, Ad Exchange
Formula: (measurable impressions ∕ eligible impressions) × 100
An ad is measurable when the Active View enabled tag successfully captured viewability information about the impression. Viewable impression measurement tools experience a small amount of data loss in addition to measurement gaps from some cross-domain iframe scenarios.
Ad Manager's measurability metric focuses on actual measurement gaps, which you can resolve by removing iframes (learn more about troubleshooting viewability ). The data loss is randomly distributed across viewable and measurable impressions, and therefore % Measurable is a reliable indicator of measurability for the publisher's inventory.
Total, Ad server, AdSense, Ad Exchange
Formula: (viewable impressions ∕ measurable impressions) × 100
For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View enabled tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.
Total, Ad server, AdSense, 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.
Total, Ad server, AdSense, Ad Exchange
Total number of impressions that were measured, but deemed not viewable.
Ad server
Ad server
Percent of impressions where measurement was attempted, succeeded, and deemed viewable.
Formula: (# Viewable impressions) ∕ (# Active View Eligible Impressions)
Ad server
Percent of impressions where measurement was attempted, succeeded and deemed non-viewable.
Formula: (# Not viewable Impressions) ∕ (# Active View Eligible Impressions)
Ad server
Percent of impressions where measurement was attempted, but measurement did not succeed.
Formula: (# Not measurable impressions) ∕ (# Eligible impressions)
Ad server
Active View revenue
Revenue generated from Active View impressions. A display ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB measurement standards
). For in-stream video ads, 50% of its area must be displayed for at least two seconds.
Total, Ad server
Total, Ad server, AdSense, Ad Exchange
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Active View interaction
Formula: (Extension ad blocker page views) / (Page views)
Note: Since mid-February 2024, we've removed page views that occurred on mobile and tablet devices from this metric. The change was applied retroactively to historical data.
Ad blocking recovery messages
Ad blocking recovery messages
The conversion rate (based on browser cookies) of users that saw the ad blocking recovery message and then chose to allow ads.
Users may have seen the ad blocking recovery message prior to or during the report time frame.
Formula: [Allow-ads conversions (cookie-based)] / [Ad blocking recovery messages shown] = [Allow-ads conversion rate (cookie-based)]
Ad blocking recovery messages
Number of users (based on browser cookies) who saw the ad blocking recovery message and then chose to allow ads. Users may have seen the ad revenue recovery message prior to or during the report time frame.
Ad blocking recovery messages
Ad blocking recovery messages
Total impressions delivered by the Ad Exchange.
One matched request can create multiple impressions if multiple text ads serve in place of a single display ad. This is different than the " Ad impressions " metric in the Ad Exchange historical report type, which counts one impression for a group of text ads.
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.
Ad Exchange
Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.
Ad Exchange
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
Ad Exchange
Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.
Ad Exchange
Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.
Ad Exchange
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
Ad Exchange
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values .
Ad Exchange
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.
Sponsorships: Sponsorship line items with a goal of 100% won't allow Ad Exchange to compete in the auction. For Sponsorships with a goal of less than 100% (or even other lower priority lines), Ad Exchange will have the opportunity to compete in the auction; however, Ad Exchange could lose the auction to direct line items (e.g., Sponsorship, Standard). This could lead to sum(code_served + programmatic_eligible) > total_ad_requests
.
Fill rate: The "Programmatic eligible ad requests" metric can help you understand your ad network's fill rate using the calculation Ad Exchange responses served / Programmatic eligible ad requests
.
Ad Exchange
Formula: Programmatic responses served ∕ Programmatic eligible ad requests
Ad Exchange
Differs from Ad Exchange responses served , which doesn't include Open Bidding matched ad requests.
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.
Ad Exchange
Formula: (Ad Exchange responses served ∕ Ad Exchange ad requests)
“Ad Exchange match rate” will show 100% for report metrics that imply an ad served, such as “Creative size (delivered)” or “Advertiser (classified),” along with any metrics under them (“child” metrics). Unified pricing rules will also show 100% Ad Exchange match rate.
Ad Exchange
Formula: CPC = Estimated revenue ∕ Clicks
Ad Exchange
Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests
Ad Exchange
Formula: Ad Exchange ad request eCPM = Estimated revenue ∕ Number of ad requests × 1000
Ad Exchange
Formula: CTR = Clicks ∕ Matched requests
Ad Exchange
Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000
Ad Exchange
Ad Exchange
Ad Exchange
Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests
Ad Exchange
Ad Exchange
Auto-payment is a feature of the MCM Manage Account delegation type. This metric is only relevant for a "Manage Account" child network. It shows the Ad Exchange revenue accrued in the child network’s own account but paid to their parent network through auto-payment. Learn more about Manage Account payments .
Ad Exchange
Ad server
Ad server
For more information, see Report on key-values .
Ad server
Ad server
Ad server
Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000
Ad server
Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100
Ad server
Ad server
CPD revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server.
Secondary currencies are now supported for reports that include cost-per-day (CPD) revenue metrics. This change is retroactive, so you may see different results when comparing data from reports run before July 24, 2018.
Ad server
Secondary currencies are now supported for reports that include cost-per-day (CPD) revenue metrics. This change is retroactive, so you may see different results when comparing data from reports run before July 24, 2018.
Ad server
Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered.
Ad server
Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered.
Ad server
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
Ad server
- For video requests and out-of-page requests (delayed impressions):
Formula: Code served count >= Impressions - For traditional display requests:
Code served count ~ Impressions
For delayed-impression requests, the code served count value is generally more than the impressions value because code served count reflects Ad Manager responses regardless of whether a creative was actually rendered. For traditional display requests, pre-rendering creatives can also cause a discrepancy between code served count and impressions.
Ad server
Ad server
- This metric value might be greater than code served count if multiple impression pings are triggered for a single creative.
- Only available aggregated by the following dimensions: Country, Date, Day of week, Week, Month and year, Order, Line Item, and Ad unit.
Ad server
- This metric value might be greater than code served count if multiple impression pings are triggered for a single creative.
- Only available aggregated by the following dimensions: Country, Date, Day of week, Week, Month and year, Order, Line Item, and Ad unit.
Ad server
Ad server
Ad server
Ad server
Ad server
This temporary metric displays gross revenue.
Ad server
This temporary metric displays gross revenue.
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 .
Accredited by the MRC
for Video creatives within Connected TV (CTV) environments. Learn more about MRC accreditation
.
Ad server
Ad server
Ad server
Ad server
Non-viewable impression reasons
Tagging speed
onLoad
event). Measured in seconds. Note: Some impressions may not have ad speed or latency data associated with them.
Creative load time
You can directly influence this metric by loading tags sooner to reduce user-visible latency.
Tagging speed
You can directly influence this metric by making ad requests sooner to reduce user-visible latency.
Tagging speed
Tagging speed
Non-viewable impression reasons
Non-viewable impression reasons
- Slot never entered the viewport
- User scrolled before the ad filled
- User scrolled/navigated before the ad loaded
- User scrolled/navigated before 1 second
Non-viewable impression reasons
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values .
AdSense
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values .
AdSense
The percentage of impressions served by AdSense that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly.
Formula: (AdSense clicks ∕ AdSense impressions) × 100
AdSense
Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone.
AdSense
The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.
AdSense
Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered.
AdSense
Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered.
AdSense
Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue.
AdSense
Analytics events
Analytics revenue
Analytics revenue
Total Analytics revenue
Total Analytics revenue
Total Analytics revenue
Analytics revenue
Formula: Ad exposure time ∕ user engagement duration
Analytics sessions
Formula: Ad unit exposure time ∕ user engagement duration
Analytics sessions
Analytics sessions
Analytics sessions
Analytics sessions
Analytics sessions
The number of customers who complete 1 or more purchases in the last 7 days.
Analytics users
The number of unique users of your site or app within a 30-day period.
Analytics users
Analytics users
Analytics users
Analytics users
Analytics users
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 (Beta)
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals).
Bids (Beta)
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 (Beta)
Win rate for each deal. Not tracked for Programmatic Guaranteed deals (will show as N/A for those deals).
Formula: Win rate (Winning bids / Bids)
Bids (Beta)
Bids (Beta)
Number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's viewed an ad.
Reports only historical data after its deprecation on February 22, 2024 .
For a view-through conversion to be counted, all of the following conditions must be met:
- There is no user click within the lookback window for clicks.
- The user has a DoubleClick cookie.
- There is a user impression within the lookback window for impressions.
Conversions
Formula: (View-through conversions ∕ Impressions) × 1000
Reports only historical data after its deprecation on February 22, 2024 .
Conversions
Reports only historical data after its deprecation on February 22, 2024 .
Clicks are considered to be a stronger indication of viewer interest than impressions. Ad Manager first checks whether a click-through conversion can be counted. If it can, no view-through conversion is counted for this activity call. For a click-through conversion to be counted, the user click must be within the lookback window for clicks.
Conversions
Number of click-through conversions divided by the number of clicks.
Reports only historical data after its deprecation on February 22, 2024 .
Conversions
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after viewing an ad.
Reports only historical data after its deprecation on February 22, 2024 .
Conversions
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after clicking on an ad.
Reports only historical data after its deprecation on February 22, 2024 .
Conversions
Total number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's viewed or clicked on an ad.
Reports only historical data after its deprecation on February 22, 2024 .
Conversions
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after viewing or clicking on an ad.
Reports only historical data after its deprecation on February 22, 2024 .
Formula: Total revenue = Advertiser view-through sales + Advertiser click-through sales
Conversions
Total number of impressions that meet all criteria to be served by an Ad Exchange line item (for more information, see Dynamic allocation ).
An eligible ad request trying to serve an impression can make requests to different inventory sources, such as Ad Manager for reservation/remnant ads, and Ad Exchange for dynamic allocation.
An ad request to Ad Exchange may not get filled due to various reasons (such as no buyer bids, filtered bids due to a buyer's pre-targeting, bids under the price floor, or blocking). When dynamic allocation sends the request back to Ad Manager, it may be the case that no reservation/remnant ad is selected by the ad server (for example, if the SI is on or ahead of schedule, or there's a lack of remnant line items targeting a given inventory section); in this case, the ad request goes unfilled.
In this scenario, a single eligible request can generate two or even more unfilled competing impressions.
Dynamic allocation opportunity
Number of Ad Manager impressions that have competed in Ad Exchange and resulted in an impression from Ad Manager or Ad Exchange. This metric excludes Ad Exchange requests that matched in the Ad Exchange auction, but didn't result in impressions.
There might be more eligible impressions than competing impressions for inventory because of how Ad Manager and Ad Exchange compete in dynamic allocation .
Dynamic allocation opportunity
Dynamic allocation opportunity
Impressions not competing expressed as a percentage of total eligible impressions.
Dynamic allocation opportunity
Total number of dynamic allocation queries sent to Ad Exchange over the total number of eligible queries. To increase the value of Ad Exchange and dynamic allocation, the saturation rate should be as close to 100% as possible.
Dynamic allocation opportunity
Total number of impressions won by an Ad Exchange line item, regardless of whether there was a competing line item.
Dynamic allocation opportunity
Number of queries sent to Ad Exchange for the network, where Ad Exchange did not win the impression.
Dynamic allocation opportunity
Rate of traffic from the EEA (European Economic Area) and the UK. This represents the portion of your site's or app's traffic that was eligible for European regulations messaging.
European regulations messages
Number of times a European regulations message was shown to users.
European regulations messages
Percentage of European regulations messages where the user consented to all of the purposes and vendors.
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.
Calculated by
European regulations consent all / European regulations messages with an outcome
European regulations messages
Rate of pageviews where users chose the NPA (non-personalized ads) option in the European regulations message, or dismissed the message. Excludes pageviews that resulted in no decision.
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
Percentage of European regulations messages where users made a consent choice after selecting "Manage options".
Excludes instances where the user chose the default values in the custom consent flow. The denominator excludes messages without any outcome.
Calculated by
European regulations custom consent / European regulations messages with an outcome
European regulations messages
IDFA messages
IDFA messages
IDFA messages
Percentage of iOS ATT alerts triggered by the IDFA message where the outcome was to allow tracking.
Calculated by
IDFA ATT consent / IDFA ATT alerts shown
IDFA messages
IDFA messages
IDFA messages
Percentage of iOS ATT alerts triggered by the IDFA message where the outcome was to allow tracking. Calculated as the IDFA ATT consent metric divided by the total number of times the ATT alert was shown.
IDFA messages
IDFA messages
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
Count of mediation chains in which an ad was delivered. This means the ad network did not pass back , but does not necessarily mean an impression was counted.
Learn more about Mediation .
Mediation chain
Note that in Reporting we define a Mediation chain as a response to a GMA SDK request with:
- At least one third-party ad tag, or
- At least one mobile fallback ad tag
Learn more about mediation .
Mediation chain
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 .
Mediation chain
Learn more about mediation .
Mediation chain
Revenue earned through Offerwall, including Rewarded ad revenue and third-party integrations. Currently, when this metric is split out by the "Domain" dimension, all revenue will be reported at the eTLD+1 level. Revenue generated from Offerwalls shown on subdomains will be aggregated at their eTLD+1.
Offerwall messages
Offerwall messages
Offerwall messages
Offerwall messages
Partner management
Click-through rate (CTR) for the host publisher. CTR is the percentage of impressions served by the Google Ad Manager server that resulted in users clicking on an ad.
Formula: (Clicks ∕ Impressions) × 100
Partner management
Your share of revenue as the Ad manager network host. It’s the total host revenue earned, calculated in your network’s currency, for the ads delivered by the Google Ad Manager server. The amount represented on a single row is your share of revenue after distributing revenue share to your partners.
Partner management
The average effective cost per thousand impressions the host publisher earned from ads that served to its websites and apps.
Partner management
The partner publisher’s share of revenue pre-reconciliation, as calculated by the financial terms to which it belongs.
Partner management
The average effective cost per thousand impressions the partner publisher earned in its share of revenue.
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
Click-through rate (CTR) for the partner publisher. CTR is the percentage of impressions served by the Google Marketing Platform ad server that resulted in users clicking on an ad.
Formula: (Clicks ∕ Impressions) × 100
Partner management
Partner management
The number of times a backup image was served instead of the Rich Media creative.
Studio viewership
A Rich Media metric that measures the 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. This number is reached using the following calculation:
Formula : Rich Media total display time = Rich Media display time × Rich Media impressionsStudio viewership
A Rich Media metric that measures the average time, in seconds, that a Rich Media ad is displayed per impression. This is calculated using the following formula:
Formula: Rich Media average display time = Rich Media total display time ∕ Rich Media impressions
Studio viewership
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.
If an expanding ad is expanded by a user for 10 seconds, and then expanded by the same user a second time for 10 seconds, the number of expansions is recorded as one, and the total expanding time is recorded as 20 seconds.
Studio 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.
Studio 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
Studio interaction
Studio interaction
Rate at which users interacted with a rich media ad.
Formula: Rich media interaction rate = Rich media interactive impressions ∕ Rich media impressions
Studio interaction
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
Studio interaction
Studio 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.
This metric isn't automatically tracked by rich media. You must ask your ad designer to add the necessary event function to a close button in order for this metric to be tracked.
Studio interaction
Measures the impression only once when a user opens an ad in full screen mode.
Studio 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.
Studio video metrics
Ratio of video interactions to video plays.
Formula: Video interactions ∕ Video plays
Studio 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.
A video length value must exist for this metric to be calculated. Studio automatically detects the value, or it can be manually entered in Ad Manager.
Studio video metrics
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).
For example, 100 users expand an expanding ad. The number of expanding counters is 100, regardless of how many times a user expanded the ad.
Developers can override the aggregation of counters to allow them to track multiple times within a single impression.
Studio 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.
For example, if a timer is triggered twice, once for four seconds and once for six seconds, the report shows one timer event with a time of 10 seconds.
Developers can override the aggregation of timers to allow them to track multiple times within a single impression.
Studio custom metrics
Sell-through
Sell-through
Number of forecasted impressions that have been reserved by existing line items.
Sell-through
Formula: Sell-through rate = (reserved impressions ∕ forecasted impressions × 100)
Sell-through
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.
Total
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.
If this metric is broken down or filtered by Line item, Advertiser, Order, Line item type, and any unsupported dimension, the results could be incomplete. Using these combinations can cause all reservation impressions to be reported as "0", "unknown", or "-".
The supported dimensions that can be combined with the ones listed above are: Ad unit, Placement, Creative, Creative size, Creative type, App names, Devices, Inventory types, and Device category.
- For video requests and out-of-page requests:
Formula: Total code served count >= Impressions - For traditional display requests:
Formula: Total code served count ~ Impressions - For Mediation chains, we advise against using Total code served count to report on any inventory. This metric contains data for the total code served count of the mediation chain, as well as responses from mediation networks. This combined data may produce results that are unclear.
Total
Total
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.
Total
Total revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks. Previously named "Total CPM, CPC, CPD, and vCPM revenue."
Total
eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Total
Formula: (total clicks ∕ total impressions) × 100
Total
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.
For traditional display requests:
Formula: Total ad requests − Total code served count
It’s important to understand that, even if all Unfilled impressions had served, it’s likely some of them would not have counted in reporting. Learn about how Ad Manager counts impressions
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.
Total, Partner management
Total impressions served per ad network to mobile applications via SDK mediation .
Total
Total clicks received per ad network to mobile applications via SDK mediation .
Total
Total
Total
Percentage of the impression goal delivered per the percentage of time elapsed. The delivery indicator is always with respect to the current state, not the reporting date range chosen.
Formula: (% impression goal delivered ∕ % of time elapsed)
If a sponsorship line item has a "Minimum quantity" defined, that quantity is used as the impression goal in the delivery indicator calculation.
This metric is deprecated. Use the "Delivery indicator" Line item dimension attribute instead.
Total
Video viewership
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.
Total
Total requests where no ad was selected. Calculated from the unfilled time for optimized pods.
Total
Total
Helps publishers understand the impact of Chrome ads intervention due to CPU usage.
Total, Ad server, AdSense, Ad Exchange
Helps publishers understand the impact of Chrome ads intervention due to network usage.
Total, Ad server, AdSense, Ad Exchange
Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count) .
Total
Impressions (via begin to render methodology) considered inactive, as defined by served to a device receiving ad or bid requests continuously for a session of greater than 16 hours without a "reset" event.
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 .
Total
Total rewards measures the total amount of rewards granted to users from watching ads.
Total
Total number of “shares” by pod, stream, opportunity, or impression.
This metric counts the:
- Pod requests for pod sharing
- Stream requests for stream sharing
- Opportunities for opportunity and impression sharing
The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request.
Total
Number of opportunities that the receiving publisher did not fill and were given back to the host to fill.
The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request.
Total
Total
The number of impressions that had the "Mute This Ad" overlay applied. Currently applicable only to "image" creative types.
Total
Total
Total
The "Total overdelivered impressions" metric identifies impressions that delivered above and beyond the agreed upon impression goal and mark those as overdelivery such that the buyer is not charged and the publisher is not paid.
Learn about how Ad Manager reports for Programmatic Direct .
Total
Total number of unique visitors, or "reach" exposed to your network is estimated based on publisher provided signals. If signals are not present, values may be less accurate. Learn how reach is calculated .
Values include the total unique visitors per:
- Advertiser
- Order
- Line item
- Ad unit
This metric is the result of de-duplication of individual users across many platforms. It's not limited to the number of web cookies or mobile identifiers (IDFAs & AdIDs) for in-app environments.
Unique reach
An estimate of total unique audiences reached by the ad and exposed to your network’s:
- Orders
- Line items
- Ad units
Unique reach
The estimated total number of impressions attributed to each unique visitor your network reached.
Unique reach
Rate of page views eligible for California Privacy Rights Act (CPRA) (formerly CCPA).
This metric has been deprecated; see US states traffic rate.
US state regulations messages
US state regulations messages
Percentage of US state regulations messages where users chose the opt-out option
Formula: (Privacy legislation opt-outs)/(US state regulations messages shown)
US state regulations messages
US state regulations messages
Studio video metrics, Video viewership
Studio video metrics, Video viewership
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.
This is not a viewability metric, as defined by the MRC Viewability Guidelines.
Video viewership
Formula: Total video view time ∕ Video starts
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 video view time is calculated as 15.00 seconds.
If a user drags the scrubber (video timeline) backward or stops the video altogether, the video view time is stopped.
For Rich Media creatives:
Formula : Total video view time ∕ Video plays
This is not a viewability metric, as defined by the MRC Viewability Guidelines.
Studio video metrics, Video viewership
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
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
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 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
Percentage of times the ad was viewed. Formula: Engaged view ∕ Skip shown
This is not a viewability metric, as defined by the MRC Viewability Guidelines.
Video viewership
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
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
Studio video metrics, Video interaction
adsManager.setVolume(0)
prior to the ad loading.Studio video metrics, Video interaction
Studio video metrics, 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 a user expands an expanding ad for 10 seconds, and then the same user expands the ad a second time for 10 seconds, the number of expansions is recorded as one, and the total expansion time is recorded as 20 seconds.
Video interaction
Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player.
Video interaction
Formula: Video interactions ∕ Video starts
Video interaction
The number of times a specific VAST video error is encountered. Learn more about VAST video error codes .
Video errors
Number of TrueView ad impressions viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or watched to 30 seconds, whichever happens first.
Shows values for Ad Exchange traffic only.
This is not a viewability metric, as defined by the MRC Viewability Guidelines.
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
The view-through rate is the percentage of views divided by number of impressions. It represents the portion of TrueView ad impressions that were viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or watched to 30 seconds, whichever happens first.
Shows values for Ad Exchange traffic only.
Formula: TrueView VTR = TrueView Views ∕ TrueView ad impressions
Video viewership
Total requests made to the 3P redirect platform via server-side unwrapping.
Video
Video
Video
Video
Video
Video
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
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
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
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.
Yield group
Formula: (Third-party earnings ∕ Third-party impressions) × 1000
Yield group
The number of impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group impressions may occur if an ad unit is targeted via multiple platforms.
Yield group
The total revenue from mediation impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group estimated revenue may occur if an ad unit is targeted via multiple platforms.
Yield group
