Using Historical report core dimensions & metrics

This article only applies to the Ad Manager Historical report.

Core dimensions and metrics are dimensions and metrics that work together in most situations, making it easier to understand which are compatible with one another. When you use core dimensions and metrics together in your Ad Manager Historical report, you can assume that they'll follow these rules:

  • All core dimensions will be compatible with all core metrics.
  • All core dimensions will be compatible with all non-core metrics.
  • All core dimensions plus any single non-core dimension will be compatible with all core metrics.

Core dimensions

The following table contains a list of the core dimensions available for your Ad Manager Historical report.

Name and description Categories
Date
Daily breakdown of data. In Ad Manager, the data is show in an extended format, such as Monday, January 18, 2016. The exported format is more compact, for example M/D/YY.
Label  Time unit
Week
Weekly date range, formatted as "M/D/YY - M/D/YY".
Label  Time unit
Day of week
Calendar day of the week (e.g., Monday, Tuesday)
Label  Time unit
Month and year
Month and year, formatted as MMMM YYYY.
Label  Time unit
Ad unit
Name of the ad unit.

Select dimension attributes to display the ad unit code.

Label  Inventory
Placement
Name of the placement that currently includes an ad unit associated with an impression, click, or other event. Learn more
Label  Inventory
Line item
The name of the line item associated to the Creative that served to the ad slot request. Select dimension attributes to display quantity, cost type, delivery indicator, and other information.
Label  Delivery
Line item type
Type of line item associated to the Creative that served to the ad slot request.
Label  Delivery
Order
The name of the Order associated to the line item linked to the Creative that served to the ad slot request. Select dimension attributes to display labels, salesperson, traffickers, and more.
Label  Delivery
Advertiser
The name of the advertiser company assigned to an order. Select dimension attributes to display labels, advertiser type, and more.
Label  Delivery
Country
Country associated to IP address from ad slot request
Label  Geography

Demand Channel
Displays the method buyers used to access your inventory. This helps you report across your entire network.

  • Ad server (direct-sold line items)
  • AdSense
  • Ad Exchange (includes First look)
  • Exchange Bidding
  • Mediation
Label  Delivery
Device category
Line items targeted to a user’s device type. Device categories are Desktop, Feature Phone, Smartphone, or Tablet.
Label  Platform
Programmatic channel
Channel of transaction. Includes Preferred Deals, Programmatic Guaranteed, Private Auctions, and the Open Auction. Transactions via First Look are included in Open Auction transactions. 
Label  Delivery

Request type (Beta) 
Shows performance broken out by the technology used to request the ad. This allows for advanced troubleshooting, such as investigating discrepancies between served and downloaded impressions. Possible values are:

  • AMP Ad tag
    An impression is attributed to a request from an <amp-ad> tag. This tag allows AMP Ads to load faster than standard ads, or ads from other tag types. If this value is something other than "AMP Ad tag" (such as "Google Publisher Tag" or "Other"), you're likely running ads from a custom domain; you may want to replace them with <amp-ad> tags so AMP Ads can load faster. Learn more.
  • Google Publisher Tag
    An impression is attributed to a request that was built dynamically.
  • GPT Simple-URL
    An impression is attributed to a request from a simple URL tag, which allows ads in environments where JavaScript isn’t supported.
  • Video Tag
    An impression is attributed to a request from a video player.
  • Mobile Ads SDK
    An impression is attributed to a request that was built through the Google Mobile Ads SDK, so the ad is on an app.
  • Other
    Indicates less common requests such as Video Companion ad tag.
Label  Platform
Creative
Creative that served to the ad slot request. Select dimension attributes to display click-through URL, SSL scan results, or custom fields.
Label  Delivery

Creative size (Deprecated)
Size of creative that served to the ad slot request. Creative size doesn't represent the actual size of a creative being served. This dimension represents the "Targeted Ad Unit Size" of the creative which is served. Since a Creative size can only be associated with filled impressions, this dimension is not compatible with the Unfilled impressions metric.

When the Creative size dimension is included in a report, companion delivery that is otherwise rolled up under master delivery is surfaced, so you may see higher totals than expected.

Label  Delivery
Creative type
Type of creative that served to the ad slot request.
Label  Delivery
Inventory types

Shows performance by general groups of inventory. Possible values are:

  • Web: User is viewing the content through a PC or laptop computer, or from their mobile or tablet browser.
  • App: User is viewing the content through a mobile app on their smartphone or tablet. Note that Ad Manager identifies mobile apps via use of the SDK. Publishers using simplified URL tags to make requests for an app may see inconsistent results.
  • AMP: User is viewing the ad on an Accelerated Mobile Page, which has been designed to load mobile web content faster.
  • Other: Ad Manager can't detect where the user is viewing the content.
Label  Platform

Creative size (delivered) (Beta) 
The size of the creative served from Ad Manager or Ad Exchange. This value may be different from the creative size reported in Ad Exchange. Possible values include:

  • Native: Publisher-rendered native ads
  • Video/Overlay: Video ads
  • Fluid: Google-rendered Native & Fluid ads
  • Interstitial: Interstitial ads
  • <width>x<height>: Fixed-size ads

Note: Any other values will be shown as "Unknown" (Query Tool) or "[blank]" (Data Transfer).

Label  Delivery
Custom dimensions
View dimensions created from key-values defined in your network. Learn more
Label  Inventory

Core metrics

The following table contains a list of the core metrics available for your Ad Manager Historical report.

Name and description Categories

Total impressions
Total impressions from the Google Ad Manager server, AdSense, Ad Exchange, and yield group partners. Learn more about how Ad Manager counts impressions.

The "Total impressions" metric does not count impressions served by companion ads. To include the number of impressions served by companion in your query, add the "Master and Companion creative" dimension.

Label  Total

Ad server impressions
Impressions counted after the ad is downloaded in the user's device. This doesn't require that the ad content be fully loaded. This total excludes impressions from Ad Exchange and AdSense. It usually takes about 30 minutes for new impressions to be recorded and added to the total displayed here.

Label  Ad server
AdSense impressions
Total impressions delivered by AdSense.
Label  AdSense
Ad Exchange impressions
Total impressions delivered by the Ad Exchange.
Label  Ad Exchange
Ad server impressions (%)
Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered.
Label  Ad server
AdSense impressions (%)
Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered.
Label  AdSense
Ad Exchange impressions (%)
Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.
Label  Ad Exchange
Total clicks
Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange.
Label  Total
Ad server clicks
Total clicks served by the Google Ad Manager server. It usually takes about 30 minutes for new clicks to be recorded and added to the total displayed in reporting.
Label  Ad server
AdSense clicks
Total clicks delivered by AdSense.
Label  AdSense
Ad Exchange clicks
Total clicks delivered by the Ad Exchange.
Label  Ad Exchange
Ad server clicks (%)
Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered. 
Label  Ad server
AdSense clicks (%)
Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered.
Label  AdSense
Ad Exchange clicks (%)
Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.
Label  Ad Exchange
Total CPM and CPC revenue
Total amount of CPM and CPC revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Label  Total

Ad server CPM and CPC revenue
CPM and CPC revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server. Sum of all booked revenue.

Label  Ad server
AdSense revenue
Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone.
Label  AdSense
Ad Exchange revenue
Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.
Label  Ad Exchange
Ad server revenue (%)
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
Label  Ad server
AdSense revenue (%)
Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue.
Label  AdSense
Ad Exchange revenue (%)
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
Label  Ad Exchange
Total average eCPM
eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Label  Total

Ad server average eCPM
Average effective cost-per-thousand-impressions earned from the ads delivered by the Google Ad Manager server. The ad server average eCPM is calculated as: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000

If the 'Ad server CPD revenue' metric is disabled under the "Ad server" metrics family, the CPD value is excluded from the average eCPM computation. For example, using the Key-values dimension makes the 'Ad server CPD revenue' unavailable, therefore eliminating the CPD value from your report.

Label  Ad server
AdSense average eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.
Label  AdSense
Ad Exchange average eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
Label  Ad Exchange

Total CTR
A percentage showing how often people who see your ad end up clicking it. Click-through rate (CTR) is total clicks, divided by total impressions, multiplied by 100. Total CTR is updated nightly and accounts for all impressions and clicks across Ad Manager, AdSense and Ad Exchange:

(total clicks / total impressions) x 100

Label  Total
Ad server CTR
Percentage of impressions served by the Google Ad Managerserver that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. The ad server CTR is calculated as: (Ad server clicks / Ad server impressions) x 100
Label  Ad server
AdSense CTR
The percentage of impressions served by AdSense that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. The AdSense CTR is calculated as: (AdSense clicks / AdSense impressions) x 100
Label  AdSense
Ad Exchange CTR
The percentage of impressions served by the Ad Exchange that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. Ad Exchange CTR is calculated as: (Ad Exchange clicks / Ad Exchange impressions) x 100
Label  Ad Exchange
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