Generate a historical sell-through report

You can create a historical report with additional inventory metrics to help you understand fill rate.

  1. Sign in to Google Ad Manager.
  2. Click Reports and then Queries.
  3. From the "Report type" list, select Historical.
  4. Decide on a date range.
  5. (Optional) Click Add new filter to narrow the results of your query.

    For video inventory, you can choose the Video ad break type to narrow your results to "Single ad video requests" or "Optimized pod video requests".

    See more video-specific sell-through details.

  6. Select one or more dimensions and metrics. You can see the metrics available to determine sell-through, and the dimensions that support those metrics.
  7. (Optional) Schedule and share your report.
  8. Click Run.

Metrics used to determine sell-through

Dimensions supported for sell-through report metrics
 
Dimension category Dimensions
Time unit
  • Date
  • Day of week
  • Month and year
  • Week
Inventory
  • Ad unit
  • Placement
Platform
  • Device category
  • Request type
Video
  • Content
  • Position in pod
  • Position of pod
  • VAST version
  • Video ad request duration
Geography
  • Country
 

The metrics used to determine sell-through are unavailable if any "Delivery" dimensions are added to your query.

 
Metric category Metric
Total

Total ad requests
The sum of all ad requests for single ads, calculated for optimized pods.


Total fill rate
Calculated as: (# Total impressions) / (# Total ad requests)


Total responses served
The total responses served to an ad request.


Total unmatched ad requests
Total requests where no ad was selected. Calculated from the unfilled time for optimized pods.

Ad server

Ad server matched ad requests
Ad requests filled by Ad Manager ads.

AdSense

AdSense matched ad requests
Ad requests filled by AdSense ads.

Ad Exchange

Ad Exchange matched ad requests
Ad requests filled by Ad Exchange ads.

Video Solutions

You can run a sell-through report to specifically understand video fill rate. This report can be used with any video inventory, including display ads, single video ads, and video pods. For optimized pods, it includes total ad requests and unmatched ad requests, calculated from the unfilled time in the pod.

By default, Ad Manager uses 30 seconds as the unfilled duration used to report on unmatched ad requests. For example, using the network default of 30 seconds, an optimized pod with an unfilled duration of 2 minutes will be considered to have 4 unmatched ad requests in reporting.

You can adjust this setting at AdminVideoUnfilled ad duration in optimized pods.

How video sell-through metrics are calculated

The values for video sell-through metrics are calculated per optimized pod, based on the number of filled ads and the unfilled duration of the pod. Each ad that serves in an optimized pod is counted as an "Ad server responses served" and the "Total unmatched ad requests" are calculated by dividing the unfilled duration of matched requests by a network constant default value of 30 seconds.

See an example
  1. Ads are requested for a 120-second optimized pod
  2. Three ads serve to the optimized pod:
    [30 second ad] + [20 second ad] + [20 second ad] = [70 seconds filled]

Calculations

Total unmatched ad requests
[ unfilled duration / "Unfilled ad duration in optimized pods" value ] *
[ 120 - 70 ] / [ 30 ] = 1 unmatched ad request **

Total ad requests
[ total responses served + unmatched ad requests ]
[ 3 + 1 ] = 4 total ad requests

  * The network-level value set at AdminVideoUnfilled ad duration in optimized pods. The default 30 seconds is used for this example.
** Only whole values are counted; any remainder is not reported.

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