For each line item, Google Ad Manager shows recent changes that might be affecting delivery and top reasons why the line item didn't deliver to eligible ad requests. Understanding why a line item hasn't been delivering can help you troubleshoot unexpected behavior.
Get started
- Sign in to Google Ad Manager.
- Navigate to Delivery
Line items.
- Use filters to find and select the line item that isn't delivering.
- Select the line item's Troubleshoot tab.
See recent changes that might be affecting delivery (Beta)
In the "Health history" section, a 45-day calendar view displays recent changes made to the line item's settings, historical forecasts run for the line item, and other significant spikes or dips in delivery. Each day in the calendar displays the line item's historical delivery progress toward its goal. The calendar also displays when the first impression served, which can be helpful if a line item started to deliver later than anticipated.
For each event in the calendar, click More info to see a visualization or click View Change History to see the specific changes made on that day.
See why your line item didn’t deliver
In the "Non-delivery causes" section, a pie chart shows the most common reasons the line item didn't deliver to eligible ad requests. Above the pie chart:
Estimated eligible ad requests
An estimate of the number of ad requests where this line item was eligible but not selected to serve (rounded to two significant digits). Learn about non-delivery causes
Creative render rate
Creative render rate is the percentage of times a line item served and successfully rendered a creative. The percentage is calculated by comparing impressions and code served.
A line item may serve but fail to show a creative for a variety of reasons. For instance, a user might navigate away from the page or there might be poor connectivity with the user's device. In cases like this, the line item can served but fail to render a creative. As a result, creative render rates can be below 100%.
Creative render rates below 100% are normal and should not be cause for concern unless there's a large disparity. If you see a creative render rate below 80% for display, 50% for video, or 30% for apps, do one or both of the following:
- Run an Ad Speed report (Beta) . The Ad Speed report display a snapshot of your network's ad serving speed over the last 30 days and can help you identify ways to improve latency.
- Check non-logged drop-offs. Non-logged drop-offs can be determined by running VAST errors report with the "Total code served count" and the "Ad impressions" metrics and comparing the two values.
Take action from the pie chart
- Click See delivered line items for details about winning line items (not available for every non-delivery cause).
- Click Launch ad slot troubleshooting to open Ad Manager Delivery tools and learn why certain ads delivered and not others, which line items would deliver if you were to request the ad slot again, and more.
- Use the Time period to display drop-down menu to see non-delivery causes over the last 7 days or the last 24-hour, 12-hour, 6-hour, or 3-hour period.
You can also see non-delivery causes when you export line items to a spreadsheet. Make sure to filter to a small number of line items, or the export may time out.
Why is my non-delivery causes chart empty?
- Line item always delivers, so there aren't any non-deliveries to troubleshoot.
The line item is delivering and on track to meet its goal, or it's a standard line item with very narrow targeting criteria. - Line item did not deliver at all in the last 7 days.
The tool looks at the last 7 days of data. Check the line item status to ensure that it's delivering. A line item may have a pre-delivery status or be paused or complete. - There's not enough data.
The "Non-delivery causes" tool samples queries and requires a sufficient number of queries over the past 7 days to show non-delivery causes.
Non-delivery causes
Some reasons for non-delivery are valid and don't require action, while others may require changes. For example, other line items with higher priority correctly took priority or your line item is on or ahead of schedule.
Click the links below for more detail about each cause, along with a possible action to take.
Most common causes
Backfill lost in dynamic allocation to an Ad Manager line itemAd Manager can increase your revenue with dynamic allocation—by selectively giving buyers access to valuable inventory when it won’t impact the likelihood of a campaign completing. This non-delivery cause means that an ad coming from an indirect or "backfill" channel—namely, Ad Exchange, AdSense, or AdMob—lost to an Ad Manager line item. This could be because the ad from the indirect channel was not returned or because the Ad Manager line item had a higher CPM.
Action: Likely none. This is expected behavior.
Ad Manager can increase your revenue with dynamic allocation—by selectively giving buyers access to valuable inventory when it won’t impact the likelihood of a campaign completing. This non-delivery cause means that the line item was selected as the winner among reservation line item candidates, but ultimately lost to an ad coming from an indirect or "backfill" channel—namely, Ad Exchange, AdSense, or AdMob—with a higher CPM.
Action: Likely none. This is expected behavior.
Roadblocks are a common reason for non-delivery but are difficult to diagnose. Your property calls two line items in an unintended order, causing a lower-priority line item to be selected before the roadblock can compete. Without access to both ad units, the roadblock line item can’t bid on one ad unit.
Action: Consider changing the order of requests on your page, or using Google Publisher Tags with a single-request architecture callout.
Ad selection
Lost due to ineligible bids or configuration- Address verification missing in AdSense
- Advertiser URL blocked in Protections
- Ensure your address is verified in AdSense to protect the security of your account.
- Use the "Pricing rules" card to gain insight on bids and floor prices as set in unified pricing rules. Consider lowing floor prices or enable target CPM to increase the number of successful auction transactions.
A blocked advertiser URL in Protections may be another reason this Ad Exchange line item lost. If so, this is likely expected behavior. Blocked URLs are included in your network to help protect your brand and avoid ads from unwanted advertisers. If you suspect one has been included in error, you might review blocked URLs.
For networks with traffic shaping enabled, the line item may not have delivered as part of the process to deliver impressions smoothly relative to the natural traffic fluctuations on your site.
Action: Likely none. Traffic shaping is working as expected.
Non-delivery can be a result of a few things:
- A correctly functioning competitive exclusion.
- An error in relative priority between two line items. An ad request may result in selecting two eligible line items, buy they are requested in an unintended order—causing the delivery of a lower-priority line item before the higher-priority line item can compete.
Action: These actions align with the numbers above:
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Competitive exclusions are typically in place for good reason. However, if they are too strict or misconfigured, they may prevent line items from delivering as intended. There are two ways to set up competitive exclusions. Review protection rules and competitive exclusion labels and update them to avoid unintended ad serving behavior.
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Review the priority of the two line items. Change the order of requests on your webpage, or use Google Publisher Tags with a single-request architecture callout.
Ad Manager optimizes delivery for several factors. For example, using click-through rate (CTR) optimization, Ad Manager may select a lower-priority line item over a higher-priority line item because of projected click performance. These optimizations are performed within the context of your campaign completion objectives.
Action: Likely none. Optimization is working as intended.
User-level frequency caps are a common reason for a line item to be correctly excluded from competing for a request. This non-delivery cause may mean that a frequency cap on the number of times the creative can be used has been reached.
For Programmatic Guaranteed deals, this message may appear if a buyer doesn’t bid because a frequency cap has been reached.
Action: Check the frequency caps set for this line item and make sure that they’re not overly restrictive.
Restrictions on the number of times a creative can serve to a page imposed by “Display creatives” settings will cause the same creative to not win subsequent requests.
For video line items, frequency caps set up to limit the number of times a creative can serve to a stream or an ad pod may cause this.
Action: Relax restrictions as needed to improve line item delivery.
To get as many of your campaigns as possible to complete, Ad Manager spreads impressions to other campaigns when the line item is on or ahead of the schedule to meet its target.
Action: Likely none. The ad server considers this campaign to be on track to reach its targets.
A higher priority line item won in competition.
Action: Likely none. This is expected behavior.
When two line items are of similar priority, selection is based on likelihood of completion. This non-delivery cause typically means that the line item is operating as expected. You may find that a line item loses more often to line items of the same priority than to line items of a higher priority. This does not necessarily indicate a problem. It likely means that you have many line items of the same priority competing for an ad unit and few line items of a higher priority.
Action: Use Ad Manager forecasting to check the available inventory and, depending on the numbers, consider updating the line item settings. You might want to expand the targeting, relax frequency caps, prolong the line item’s runtime, etc.
Remnant line items competing based on CPM are expected to lose to line items of higher CPM. Behavior is as expected.
Action: If the result is unexpected, review the CPMs you have set for your remnant inventory.
Ad Manager can increase your revenue with dynamic allocation—by selectively giving buyers access to valuable inventory when it won’t impact the likelihood of a campaign completing. This non-delivery cause means that the line item was selected as the winner among reservation line item candidates, but ultimately lost to a remnant line item with a higher CPM.
Action: Likely none. This is expected behavior.
Line item lost because First Look opened up inventory to selected buyers in Ad Exchange.
Action: Change First Look pricing rules as needed.
Sequential rotation stops working correctly if any creative set to rotate can’t serve to the impression. When the next creative in the sequence is unable to fill an ad slot, the line item stops serving until the next time period begins.
Action: Troubleshoot some of the more common issues related to creative rotation.
Ad Manager called out to another ad server to fetch the creative and didn’t get a response. The ad server could be DoubleClick Campaign Manager (DCM) or a third-party network.
Action: Check that the creative information in Ad Manager and the ad server is correct and consistent.
Includes all ad requests filled by demand sources that are not among the top five. This can include ad requests from other line items, Ad Exchange, etc.
Action: Likely none. A large "Other" section is expected when you have a big network with many competing line items. You can use the Ad request simulator (for desktop, mobile web, app, or video) to see all the line items competing for an ad request.
Programmatic deals
Buyer did respond with a publisher-blocked creative (Ad review center)The creative was blocked by the publisher in the Ad review center.
Action: Please check the Ad review center if you believe the creative was blocked in error.
The content must adhere to Google Ad Manager Partner Guidelines before it can serve.
Action: Please remove all content violating these guidelines from this deal.
Programmatic Direct does not currently support SDK-less video requests.
Action: Make sure all video requests are using the IMA SDK. Learn more.
This non-delivery cause is typically associated with Programmatic Direct line items. Low response rate from the buyer can cause line items to underdeliver. Reasons for low or no responses include:
- The buyer is not interested in this inventory.
- The buyer has paused the creative.
- The creative is currently pending approval.
Action: In most cases, no action is required. Contact the buyer to understand their low response rate. Google is often unable to obtain insight into low response rates, and the buyer is in a better position to provide details.
You haven’t classified the domains targeted in this line item in your Scaled Partner Management (SPM) settings, your ads.txt doesn't reflect the domains that you're authorized to sell, or the URL is in violation of Google Ad Manager Partner Guidelines.
Action:
- If you’re using Scaled Partner Management, make sure to classify all domains targeted by this line item under Admin
- Review your ads.txt file to make sure you've authorized all of your domains and included a publisher ID.
- Review your URLs targeted by this line item for violations of Google Ad Manager Partner Guidelines.
Good to know about URLs and Google's content policies
In some cases, the URL may be allowed under Google Ad Manager Partner Guidelines but related traffic or content may be considered invalid due to spam protection or other issues. In this scenarios, you'll continue to see this non-delivery cause, even if you complete the suggested actions.Open Bidding
Bid request timed outExchanges need to return a bid within a specified amount of time to compete in the auction. Bids not returned quickly enough aren't included in the unified auction.
Action: Contact your exchange partner.
Other line items in Ad Manager had a higher rate than the best exchange bid.
Action: Likely none. This is expected behavior.
Another exchange's bid won the unified auction.
Action: Likely none. This is expected behavior.
An exchange's bid might not be allowed in an auction that includes a direct deal, First Look, or similar competitor.
Action: Likely none. This is expected behavior.
An error in the bid response, such as the bidder host returning unknown status, can block delivery.
Action: Contact your exchange partner.
If Ad Manager detects malware in a buyer's creative, the creative isn't allowed to serve.
Action: Contact your exchange partner.
If Ad Manager detects an issue in a buyer's creative, such as the creative isn't allowed to serve. Common issues include:
- Response sizes do not match request sizes
- Response is missing mandatory fields
- Response contains not yet reviewed creatives
Action: Contact your exchange partner.
Exchange partners aren't required to bid for every request. This non-delivery cause reflects requests where the exchange partner explicitly declined a bid request.
Action: Contact your exchange partner.
The exchange has not been allowed to transact deals through Open Bidding. Learn more
Action: Contact your exchange partner and consider allowing third-party deal bids in Open Bidding.
The targeting defined in the exchange's system (known as "pretargeting") was not compatible with the publisher's yield group targeting.
Action: Contact your exchange partner.
Video
Buyer is bidding with an ineligible video MIME type, e.g., VPAIDThis is often caused by your buyer bidding with a VPAID creative on inventory where VPAID is not eligible.
Action: Work with your buyer to upload a valid video creative type.
The video creative runs longer than the specified max ad duration.
Action: Update your max ad duration settings or work with your buyer to upload a shorter creative.
The skippable settings for your deal and the buyer’s creative need to match.
Action: Update your deal's skippability settings or work with your buyer to upload a valid creative.
Your buyer's creative is invalid.
Action: Work with your buyer to upload a valid creative for this deal.
Video ads must be skippable after 5 seconds, or the creative will be rejected. In this case, the creative was not skippable after the first 5 seconds of play. Learn more.
Action: Contact your buyer to update their video creative to be skippable after 5 seconds.
