Report on historical sell-through

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 Reporting and then Reports.
  3. Click New report. The "Historical" report type is selected by default.
  4. Enter a meaningful name for the report.
  5. Decide on a date range.
  6. (Optional) Click Add filter and select filters to narrow the results of your report.

    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.

  7. Select one or more dimensions and metrics. You can see the metrics available to determine sell-through, and the dimensions that support those metrics.
  8. (Optional) Schedule and share your report.
  9. 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
  • Ad unit
  • Placement
  • Device category
  • Request type
  • Content
  • Position in pod
  • Position of pod
  • VAST version
  • Video ad request duration
  • Country

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

Metric category Metric

Total ad requests
The sum of all ad requests. It is equal to the sum of "Unfilled impressions" and "Total code served count". For single ads, each request is counted once.

For optimized pods:

  • Each ad returned in the pod is counted as an ad request.
  • Your ad opportunity duration is used to calculated the number of ad requests for any unfilled time in the pod.

Total fill rate
Formula: (# 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 responses served
Ad requests that were filled by Ad Manager ads.


AdSense responses served
Ad requests that were filled by AdSense ads.

Ad Exchange

Ad Exchange responses served
Ad requests that were 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 AdminVideo and audioAd opportunity duration.

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]


Total unmatched ad requests
[ unfilled duration / "Ad opportunity duration" 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 AdminVideo and audio ❯ Ad opportunity duration. The default 30 seconds is used for this example.
** Only whole values are counted; any remainder is not reported.

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