How Active View measures Viewability

Four different colored boxes, each living in a larger one, that describe how Active View is measureed

Figure 1:
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.


Example of how Active View is measured

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.

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