Get started with Google Publisher Tag

Tagging best practices

Minimize page latency

There are several best practices to take into consideration when creating tags with Ad Manager. This article focuses on what you can do within Google Ad Manager.

We recommend that developers review the Google Publisher Tag best practices and ad best practices.

Use AMP and serve mobile-optimized creatives

Implement Ad Manager on AMP (Accelerated Mobile Pages) to monetize your fast-loading pages. Learn how to generate AMP ad tags

Creative latency is one of the biggest causes of poor ad performance. Avoid heavy creatives. Follow industry guidelines, such as on pages 5-6 of the IAB Mobile Advertising Guidelines (PDF).

Optimize your backfill ads

GPT uses the Page Visibility API to determine whether or not the page is visible to a user. A page may not be visible if it is the background tab of a browser. The browser may also be minimized or the device's screen may be turned off.

When GPT determines that a page is not visible, it only requests and renders above-the-fold ads. This is so that:

  • Ad slots visible in the first viewport will not be blank rectangles if/when the page becomes visible.
  • Signals need for pageview counting are still sent correctly.

If the page refreshes while hidden, ads that are above-the-fold will not be loaded as they are not visible to the user.

Once GPT detects that the page has become visible, all ads are rendered as normal. This may include other behaviors that further delay creative rendering, such as lazy loading.

Fix problems with ad speed

If your ad speed grade is "Poor" or "Fair" or the cost of latency is high, you can run Publisher Ads Audits for Lighthouse to try and improve it.

Publisher Ads Audits for Lighthouse provides recommendations for improving ad speed and overall quality through a series of automated audits.

To learn more, review the Publisher Ads Audits for Lighthouse documentation.

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