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.

The number of impressions for AMP pages viewability may differ from GPT viewability. Learn more about how AMP viewability is measured
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