Ad Manager report metrics

Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.

Formula: (measurable impressions ∕ eligible impressions) × 100

Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions.

Formula: (viewable impressions ∕ measurable impressions) × 100

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.

Active View % audible at start
The percentage of total impressions from video creatives with audible playback at start, from all total measurable impressions for Active View.

Ad blocking extension rate
Percentage of page views where users had ad blocker extensions installed. Includes only Desktop page views.

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.

Allow-ads conversion rate (cookie-based) ^(Deprecated)  
This metric may not be accurate as it is no longer supported.

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)]

Allow-ads conversion users (cookie-based) ^(Deprecated)  
This metric may not be accurate as it is no longer supported.

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.

Allow-ads page views
The number of page views generated by users with an ad blocking extension installed who were shown the ad blocking recovery message and later allowed ads.

Programmatic eligible ad requests

The total number of ad requests eligible for Open Auction and Private Auction programmatic channels and excludes Programmatic Guaranteed, and Preferred Deals. This metric allows for a breakdown of ad requests across Ad Exchange and Open Bidding demand channels.

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.

Programmatic match rate

The number of programmatic responses served divided by the number of requests eligible for programmatic. Includes Ad Exchange, Open Bidding, and Preferred Deals.

Formula: Programmatic responses served ∕ Programmatic eligible ad requests

Programmatic responses served

Total number of ad responses served from programmatic demand sources. Includes Ad Exchange, Open Bidding, and Preferred Deals.

Differs from Ad Exchange responses served, which doesn't include Open Bidding matched ad requests.

Ad Exchange ad requests
The number of requests Ad Exchange receives to show an ad. A request is reported even if no ads are returned or backup ads are displayed.

• 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. 

Formula: (Ad Exchange responses served ∕ Ad Exchange ad requests)

Formula: CPC = Estimated revenue ∕ Clicks

Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests

Formula: Ad Exchange ad request eCPM = Estimated revenue ∕ Number of ad requests × 1000

The clickthrough rate (CTR) is the percentage of impressions that led to a click.

Formula: CTR = Clicks ∕ Matched requests

Note: The "Ad Exchange CTR" metric in Historical reports and the "CTR" metric in Ad Exchange historical reports are calculated differently, and they can't be compared.

Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000

Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests

Ad server impressions
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.

Ad server downloaded impressions ^{(Discontinued)}
An impression that is counted after the ad has started to load on the publisher site. This doesn't require that the ad content be fully loaded.

Ad server average eCPM
Average effective cost-per-thousand-impressions earned from the ads delivered by the Google Ad Manager server.

Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000

Ad server unfiltered tracked ads
Raw tracked ads impression count after the ad is downloaded in the user's device but before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server tracked ads.

Ad server begin to render impressions
The total number of "begin to render" impressions counted when creative begins to render or the first frame of a video is shown. It combines three impression measures into one, that is, Web Display, Video and App Display. 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.

Ad server tracked ads
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.

Ad server provisional impressions ^(Deprecated)  
The total number of impressions. Accounts for upcoming changes to mobile app impression counting methodology.

Impressions (via begin to render methodology) delivered by the Google Ad Manager server 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.

  Accredited by the MRC for Video creatives within Connected TV (CTV) environments. Learn more about MRC accreditation.

Ad server impressions (co-viewed) (Beta)
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.

Non-viewable impression reasons
Learn why your non-viewable impressions didn't become viewable.

Tagging speed
View ad speed by elapsed time for different periods, including "Page navigation to tag loaded time," "Page navigation to first ad request time," and "Tag loaded to first ad request time." Measured in seconds.

Creative load time
Refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s onLoad event). Measured in seconds.

Note: Some impressions may not have ad speed or latency data associated with them.

Page navigation to tag loaded time
The elapsed time from the moment the page began to load until the ad tagging library finished loading. Measured in seconds.

You can directly influence this metric by loading tags sooner to reduce user-visible latency. 

Tag loaded to first ad request time
The elapsed time from the moment the ad tagging library finished loading until the initial ad request was sent. Measured in seconds.

You can directly influence this metric by making ad requests sooner to reduce user-visible latency.

The percentage of impressions that were non-viewable for reasons other than:

• Slot never entered the viewport
• User scrolled before the ad filled
• User scrolled/navigated before the ad loaded
• User scrolled/navigated before 1 second

eCPM
Estimated cost per thousand impressions.

Formula: (Revenue metric ∕ impressions) × 1000

Revenue
Revenue generated from your Ad Manager account.

Formula: Ad exposure time ∕ user engagement duration

Formula: Ad unit exposure time ∕ user engagement duration

Average engagement time per session
User engagement duration ∕ engaged sessions

Engaged sessions
Sessions that last 10 seconds or longer, have one or more conversion events, or have two or more views.

1-day active users
Total number of active users in your app. For more details, view the entry at Analytics Data API.

7-day active users
The number of customers who complete 1 or more purchases in the last 7 days.

The number of unique users of your site or app within a 30-day period.

Average engagement time per user
The sum of user engagement durations divided by the number of active users. This metric shows the average engagement time per user. Google Analytics also shows the average engagement time per session, which is the sum of user engagement durations divided by the number of sessions.

Formula: 1-day active users ∕ Total users

Deals bid requests ^(Beta) 
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).

Deals bids ^(Beta) 
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals).

Deals bid rate ^(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)

Deals win rate ^(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)

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Reports only historical data after its deprecation on February 22, 2024.

Total advertiser sales ^(Deprecated)  
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.

Formula: Total revenue = Advertiser view-through sales + Advertiser click-through sales

EEA & UK traffic rate ^(Deprecated)  
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 shown
Number of times a European regulations message was shown to users.

European regulations consent rate
Percentage of European regulations messages where the user consented to all of the purposes and vendors.

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 NPA rate ^{(Discontinued)}  
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 no consent rate
Percentage of European regulations messages where the user rejected all purposes and vendors.

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 custom consent rate
Percentage of European regulations messages where users made a consent choice after selecting "Manage options".

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.

IDFA ATT consent rate
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 ATT decline rate
Percentage of iOS ATT alerts triggered by the IDFA message where the user chose to deny tracking. Calculated as the IDFA ATT decline consent metric divided by the total number of times the ATT alert was shown.

Invoiced impressions
Impressions that appear on an Ad Manager network's invoice, including companion impressions not associated with a mobile, video, or rich media uplift.

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.

Invoiced unfilled impressions
Requests from inventory other than mobile apps or video players for which Ad Manager did not return an ad. Unfilled impressions for mobile app and video inventory, unfilled out-of-page impressions (excluding Anchor ads), and unfilled impressions from server-side requests (using Tagless Requests) aren’t billed.

Mediation chains filled ^(Beta) 
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 chains served
Total requests where a Mediation chain was served, even if none of the ad networks delivered an ad.

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.

Formula: Mediation chain impressions ∕ (Mediation chain impressions + Mediation passbacks)

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 passbacks
Passbacks are counted when an ad network is given a chance to serve but does not deliver an ad, and Ad Manager Mediation moves on to the next ad network in the mediation chain. 

Learn more about mediation.

Estimated revenue from all sources ^(Beta) 
Revenue earned through Offerwall, including Rewarded ad revenue and third-party integrations.

Note:

• Before February 29th, 2024, this metric included the total Rewarded ads revenue across the network, regardless of whether the ads were initiated from the Offerwall.
• 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.

Total monetizable content views
The number of video views from the shared partner content. Learn more

Total display time
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:

Total impressions
Total impressions from the Google Ad Manager server, AdSense, Ad Exchange, and yield group partners. Learn more about how Ad Manager counts impressions.

• Doesn't include unfilled impressions.
• Doesn't include companion impressions, unless the Master and Companion creative dimension is included.

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 code served count
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.

Unfilled impressions
Total number of ad requests to the Google Ad Manager server, AdSense and Ad Exchange that didn't return an ad. Learn more about unfilled impressions.

Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.

Drop-off rate ^(Beta)
Percentage of ad responses that didn't result in an impression. Apply the filter "Creative technology" = Video.

Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count).

Inactive begin to render impressions
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 rewards
Total rewards measures the total amount of rewards granted to users from watching ads.

Inventory shares ^(Beta) 
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.

Inventory share partner unfilled opportunities ^(Beta) 
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 opportunities inferred
The sum of "Ad server opportunities from impressions," "Ad server opportunities from errors," "Ad Exchange opportunities from impressions," and "Ad Exchange opportunities from errors."

Total mute eligible impressions
The number of impressions that had the "Mute This Ad" overlay applied. Currently applicable only to "image" creative types.

Total muted impressions
The number of impressions where the user chose to mute the ad.

Total unique visitors
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.

California traffic rate ^{(Discontinued)}  
Rate of page views eligible for California Privacy Rights Act (CPRA) (formerly CCPA).

This metric has been deprecated; see US states traffic rate.

US states opt-out rate ^(Deprecated)  
Percentage of US state regulations messages where users chose the opt-out option

Formula: (Privacy legislation opt-outs)/(US state regulations messages shown)

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.

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.

TrueView views ^(Beta)
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.

TrueView skip rate ^(Beta) 
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

TrueView VTR ^(Beta) 
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

Yield group callouts
Number of times a yield partner is asked to return bid to fill a yield group request.

Only applies to Open Bidding; not Mediation.

This data is available for 45 days after the event.

Yield group bids in auction
Number of bids received from Open Bidding buyers that competed in the auction.

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.

Formula: (Third-party earnings ∕ Third-party impressions) × 1000

Learn more about mediation

Mediation third-party impressions ^(Deprecated)  

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.

Learn more about mediation

Mediation third-party revenue ^(Deprecated)  

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.

Learn more about mediation