How Active View measures Viewability
From the total impressions served, a percentage of them are eligible impressions.
From those eligible impressions, a percentage of them are measurable impressions.
From those measurable impressions, a percentage of them are viewable impressions.
Here is Active View terminology:
- Eligible impressions: Impressions that are associated with an Active View-enabled ad tag that have successfully communicated with Google’s servers.
- Measurable impressions: Impressions that out of all eligible impressions can actually be measured with Active View technology.
- Viewable impressions: Impressions that out of all measurable impressions were considered viewable based on MRC standards.
Learn more about Active View reporting.
Figure 2: Shows the impression totals for each type of impression.
Let’s review how viewability rates are calculated:
From the 1,000,000 impressions served, 900,000 of those impressions are eligible for Active View.
From the 900,000 eligible impressions, only 800,000 of them are measurable. Therefore, to calculate the measureable %, use the following formula:
- Measurable %: Measurable impressions (800,000) / Eligible impressions (900,000) = 88.88% What does this mean? This says that almost 89% of your eligible impressions are measureable by Active View.
Now, from the 800,000 measureable impressions, only 350,000 of them are viewable. Therefore, to calculate the viewable %, use the following formula:
- Viewable %: Viewable impressions (350,000) / Measurable impressions (800,000) = 43.75% What does this mean? This says that almost 44% of your measureable impressions are viewable--the impressions have appeared within a user’s browser and had the opportunity to be seen. Learn more about Viewability and Active View.
Learn about Viewability best practices.