Best practices and tips for reporting


  • Use filters to surface data quickly, for example run your report for a single order or group of orders at a time will make the report run faster especially if the publisher has a large number of orders.
  • Use shorter date ranges where applicable.
    Limit the date range of your reports
    A broad date range selection, such as the dynamic date range of Last 3 years, may unfavorably impact your report performance. We strongly recommend that you choose a specific date range whenever possible.
  • Any saved, scheduled, or API report running for over an hour is automatically terminated. We recommend that you run multiple smaller queries to circumvent this limitation.
  • A maximum of 100 rows are displayed in report results page. If your results are over 100 rows, we recommend that you export your data.
  • Reports with high row counts that include large numbers of dimensions and/or metrics may fail to export successfully in available formats. If this occurs, reduce the complexity of the report by including fewer dimensions and/or metrics or shortening the date range, then try exporting again. 
  • For speedier reports, be sure to select the Flat view as your default, in report preferences. 
  • To save you time, you can now use the Run Now link to execute a query directly from the Query overview page without having to first load the query.
  • Create and schedule queries for reports that are needed on a regular basis--this reduces set up time and waiting for reports to render in the user interface.

Learn about System limits for reporting

Dimensions and metrics

  • Ad Manager reporting provides a wide variety of dimensions and metrics combinations. Due to certain limitations, the Query Tool cannot offer each and every combination. After you’ve selected a dimension or metric, if other fields appear greyed out this indicates that those metrics cannot be combined.
  • There is a hard maximum of ten dimensions and no hard limit on the number of metrics you can add to query or report.

    Be aware, as you add more dimensions and metrics to your queries or reports, you increase the complexity. The chances of latency or failure to run is greater, therefore we strongly recommend that you limit the number of query parameters.
  • Exclude unneeded metrics from your queries to improve performance. 
  • To quickly see the attributes of a query (e.g., date range, dimension and metrics) from the Query overview page, mouse over a query name to display a detailed hover card.

Historical Reports

  • Total and Unfilled Impressions: Unfilled impressions are ad requests that didn't return an ad and means that no line item was eligible to serve. This can be avoided by having some widely targeted (run-of-network) ads like house ads or AdSense/Ad Exchange always running in your network. Unfilled Impressions are not included in Total Impressions count. 

Report scheduling

  • If you schedule an existing query for "Daily", you receive a copy of the query tomorrow in network time zone.
  • When you run a report for a long time period (for example, last 6 months, or quarter to date), the report may stop working due to the complexity of the criteria. As time passes, the amount of your data increases, which in turn surpasses the limitations of Ad Manager reporting. To workaround this issue, you can:
    • Run multiple reports for smaller timeframes.
    • For scheduled queries, either a "number of occurrences" or an "end date" is required.
    • Scheduled queries must end within 1 year of the start date. (I.e., daily queries cannot be scheduled for more than 365 occurrences.)
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