Description of methodology

Below are resources that contain the methods for measurement, invalid traffic (IVT) filtration, and reporting used by Ad Manager.

• Display advertising methodology
• Video advertising methodology
• Active View description of methodology

Accredited report metrics

The Ad Manager report metrics listed below are accredited by the Media Rating Council (MRC) for Display, Video, and Rich Media creatives within Desktop, Mobile Web and Mobile application environments and marked with  in Ad Manager and any exported reports. Metric totals are net (or inclusive where indicated *) of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. 

• Ad server Active View eligible impressions
• Ad server Active View measurable impressions
• Ad server Active View viewable impressions
• Ad server Active View % measurable impressions
• Ad server Active View % viewable impressions
• Ad server Active View non-viewable impressions
• Ad server Active View non-viewable impression distribution
• Ad server Active View undetermined impression distribution
• Ad server Active View viewable impression distribution
• Ad server Active View non-measurable impression
• Ad server tracked ads
• Ad server unfiltered tracked ads* (totals are inclusive of compliant GIVT filtration)
• Ad server begin to render impressions
• Ad server unfiltered begin to render impressions* (totals are inclusive of compliant GIVT filtration)

Active View metrics are accredited only for slices where the "Active View measurement source" dimension has the value "Measured".

Learn more about Ad Manager report metrics

Metrics submitted for accreditation (starting 2022)

In 2022, Google will submit the following Ad Manager report metrics for accreditation to the Media Rating Council (MRC) for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments:

• Auto-plays
• Click-to-plays

Additionally, Google will submit the following Ad Manager report metrics for initial accreditation to the Media Rating Council (MRC) for the Connected TV environment:

• Ad server tracked ads
• Ad server unfiltered tracked ads* (totals are inclusive of compliant GIVT filtration)
• Ad server begin to render impressions
• Ad server unfiltered begin to render impressions* (totals are inclusive of compliant GIVT filtration)
• Auto-plays
• Click-to-plays