Report on performance

About the Ad Exchange Historical report migration (Beta)

To streamline reporting, the Ad Exchange Historical report is being retired. 

Many of the Ad Exchange Historical report dimensions and metrics have migrated to the Historical report. For others, a similar dimension or metric already exists in the Historical report, so migration wasn’t necessary. A few dimensions and metrics were retired rather than migrated. 

For the Historical report dimensions you can substitute, you may notice these differences:

  • A slightly different name
  • A filter is needed for similar results
  • Different values are available 

For details, review the following tables, or learn more about report differences.

Check metric or dimension status

You can review the status of Ad Exchange Historical report dimensions and metrics in the following tables.

Check dimension status

Click a dimension category to review the status of those dimensions:

Bid landscapes

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Bid ranges (gross) Bid range None
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Buyers

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Advertisers Advertiser (classified) None
Advertiser domains Advertiser domain None
Advertiser verticals Advertiser vertical None
Agencies Buying agency None
Brands Brand (classified) None
Buyer networks Buyer network None
Deal IDs Programmatic deal ID None
Deal names Programmatic deal name "Open auction" now shows as "(Not applicable)"
DSPs Bidder "(No DSP)" now shows as "Google Ads". 
"Google: DCLK Bid Manager" now shows as "DV360". Bidder dimension merges DSPs under the same RTB entity.
Transaction types Programmatic channel Apply the filter "Is First Look" to reproduce Transaction types in Historical and further break down Open Auction.

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General inventory

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Ad Types Ad type None
Creative sizes Creative size (delivered) "Native" is broken down to actual sizes.
Device categories Device category

Some value names differ in the Historical report:

  • Connected TV = Connected TV
  • Desktop = Desktop
  • Tablets = Tablet
  • High-end mobile devices = Smartphone
  • Other devices = Set-top box or Feature phone (broken down in Historical)
Expandable types NA Discontinued: won’t migrate
Inventory sizes Requested ad sizes "Video/Overlay" is broken down to actual sizes.
Products Ad Exchange product None
Request sources Dynamic allocation None
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Geography

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Countries Country None
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Inventory segments

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Channels Channel None
DFP Ad Units (Top Level) Ad unit (top level) None
DFP Ad Units Ad unit (all levels) None
DFP Placements Placement None
Pricing rules First Look pricing rule + Unified pricing rule Pricing rules in Ad Exchange Historical is a combination of Unified pricing rule and First Look pricing rule in Historical.
Settings rules NA Discontinued: won’t migrate
Sites Site None
Tags NA Discontinued: won’t migrate
URLs URL None
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Mobile

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
App names App names  None
Bandwidth Bandwidth None
Carrier names Carrier None
Devices Devices None
Inventory types Inventory types None
Mobile App ID App ID None
Mobile App names App names None
Operating systems Operating system None
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Network partners

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Inventory ownership Inventory ownership None
Network partner names Network partner name None
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Targeting

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Ad locations Ad location None
Branding types Branding type None
Targeting types Targeting type None
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Time unit

Ad Exchange Historical report dimension Dimension name or status in Historical reports Notes
Days Date None
Months Month and year None
Weeks Week None
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Check metric status 

Click a metric category to review the status of those metrics:

Active view

Ad Exchange Historical report metric Metric name or status in Historical reports  Notes
Active view enabled impressions Ad Exchange Active View eligible impressions None
Active view measurable Ad Exchange Active View % measurable impressions None
Active view measured impressions Ad Exchange Active View measurable impressions None
Average viewable time (secs) Ad Exchange Active View Average Viewable Time (seconds) None
Active view viewable Ad Exchange Active View % viewable impressions None
Active view viewed impressions Ad Exchange Active View viewable impressions None
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Deals

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
Deals ad requests NA Discontinued: won’t migrate
Deals bid responses Bids None
Deals match rate NA Discontinued: won’t migrate
Deals matched requests NA Discontinued: won’t migrate
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Standard

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
Ad CTR Ad Exchange CTR None
Ad eCPM Ad Exchange average eCPM None
Ad impressions Ad Exchange impressions None
Ad requests Ad Exchange ad requests None
Ad request CTR Ad Exchange ad request CTR None
Ad request eCPM Ad Exchange ad request eCPM None
Clicks Ad Exchange clicks None
Coverage Ad Exchange match rate None
CPC Ad Exchange CPC None
CTR Ad Exchange matched request CTR None
Estimated revenue Ad Exchange revenue None
Lift Ad Exchange lift None
Matched eCPM Ad Exchange matched request eCPM None
Matched requests Ad Exchange responses served None
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Third-party

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
Discrepancy NA Discontinued: won’t migrate
Estimated third-party gross revenue NA Discontinued: won’t migrate
Mediation third-party impressions NA Discontinued: won’t migrate
Passbacks NA Discontinued: won’t migrate
Third-party eCPM NA Discontinued: won’t migrate
Third-party fill rate NA Discontinued: won’t migrate
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Video

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
Auto-plays Auto-plays None
Click-to-plays Click-to-plays None
Complete Complete None
Completion rate Completion rate None
Delivery rate Ad Exchange delivery rate None
Midpoint Midpoint None
Total error count Total error count None

Total error rate

Formula:
Total error rate = error count / video impressions
(where video impressions are impressions of video creatives)

Total error rate

Formula:
Total error rate = error count / (error count + impressions)
with no filter on impressions

Although these metrics share a name, they use different formulas.
TrueView skip rate TrueView skip rate None
TrueView views TrueView views None
TrueView VTR TrueView VTR None
Video abandonment rate NA Discontinued: won’t migrate
Video drop-off rate Drop-off rate To match results in Historical, apply the filter "Creative technology" = Video
Video quartile 1 First quartile None
Video quartile 3 Third quartile None
Video start Start None
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Video errors

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
VAST2 error count NA Discontinued: won’t migrate
VAST3 100 error count VAST error 100 count None
VAST3 101 error count VAST error 101 count None
VAST3 102 error count VAST error 102 count None
VAST3 200 error count VAST error 200 count None
VAST3 201 error count VAST error 201 count None
VAST3 202 error count VAST error 202 count None
VAST3 203 error count VAST error 203 count None
VAST3 300 error count VAST error 300 count None
VAST3 301 error count VAST error 301 count None
VAST3 302 error count VAST error 302 count None
VAST3 303 error count VAST error 303 count None
VAST3 400 error count VAST error 400 count None
VAST3 401 error count VAST error 401 count None
VAST3 402 error count VAST error 402 count None
VAST3 403 error count VAST error 403 count None
VAST3 405 error count VAST error 405 count None
VAST3 500 error count VAST error 500 count None
VAST3 501 error count VAST error 501 count None
VAST3 502 error count VAST error 502 count None
VAST3 503 error count VAST error 503 count None
VAST3 600 error count VAST error 600 count None
VAST3 601 error count VAST error 601 count None
VAST3 602 error count VAST error 602 count None
VAST3 603 error count VAST error 603 count None
VAST3 604 error count VAST error 604 count None
VAST3 900 error count VAST error 900 count None
VAST3 901 error count VAST error 901 count None
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Video interactions

Ad Exchange Historical report metric Metric name or status in Historical reports Notes
Collapse Collapse None
Expand Expand None
Full screen Full screen None
Mute Mute None
Pause Pause None
Resume Resume None
Rewind Rewind None
Unmute Unmute None
Video skipped Video skipped None
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Differences between the reports

Between the "Ad Exchange Historical" and "Historical" reports, differences can result due to:

  • Cross-network backfill: If you are a cross-network backfill customer, your linked accounts will only continue to be reported in the Ad Exchange Historical report. Publishers should expect only their mapped account in the Historical report.
  • Ad Exchange Direct: Currently, this traffic reports only in the Ad Exchange Historical report. When Ad Exchange direct traffic is added to the Historical report, we'll also add a new dimension to the Historical report. The new dimension will help publishers disambiguate Ad Exchange direct from regular Ad Manager traffic. This traffic will be added in Q1 2023.
  • Timezone: The Ad Exchange Historical report supports both publisher time zone and PST. The Historical report supports only the publisher time zone.

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