Using your Ad Speed Home dashboard

Review the factors that may affect ad serving speed on your network

Your Home dashboards supplement reports by showing new opportunities and giving you insights into which of your strategies have been the most effective.

The Ad Speed Home dashboard provides a snapshot of your network's ad serving speed over the last 30 days. It can help you identify the factors contributing to fast or slow load time and help you find ways to improve latency across your network.

Complete the following steps to view your Ad Speed Home dashboard:

  1. Sign in to Google Ad Manager.
  2. Click Home and then Ad Speed.

Video and mobile app ad serving aren't included on the Ad Speed Home dashboard.

Your Ad Speed home dashboard measures seconds of load time during the different stages of the creative life cycle. This data can help you learn more about the factors contributing to the speed of ad experiences across your inventory.

1. Page navigation to tag loaded

2. Tag loaded to first ad request

3. Creative load time

Measuring the cost of latency

Latency is a measure of the delays that may occur during the creative life cycle of an ad. These delays typically result in a negative impact on the number of impressions generated from your pages, and an even greater impact on the number of viewable impressions.

“Cost of Latency” is intended to provide a sense of the magnitude of this problem, which may inform your decisions about how much to invest in latency reduction.

This card only appears in your Ad Speed home dashboard when latency affects the number of impressions.

Ad Speed overview metrics

For each metric in the Ad Speed overview card, your network is assigned a grade based on the time it took to load tags, receive ad requests, and render creatives. This grade is an average (weighted by traffic) across inventory types. It's calculated using benchmark comparisons between your network and the 80th percentile load times of a group of technical peer networks similar to your own.

You can hover over the grades to find their specific values. The possible grades include:

  • Poor (0% - 45%): Load time is slow when compared to benchmarks. Highly noticeable user-visible latency may occur.
  • Fair (45% - 70%): Load time is slow when compared to benchmarks. User-visible latency may be noticeable to some users.
  • Good (70% - 100%): Load time is fast when compared to benchmarks. Minimal user-visible latency.

The following metrics are included in the Ad Speed overview card:

  • Page navigation to tag loaded: The elapsed time from the moment the page began to load until the ad tagging library finished loading. You can directly influence this metric by loading tags earlier in the creative life cycle to reduce user-visible latency.

  • Tag loaded to first ad request: The elapsed time from the moment the ad tagging library finished loading until the initial ad request was sent. You can directly influence this metric by making ad requests earlier in the creative life cycle to reduce user-visible latency.

  • Creative load time: The elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s onLoad event). You may be able to improve this score if you built the relevant creative for the advertiser.

Click the metrics above the chart to view data for the last 30 days. You can view data for one metric at a time. Hover over the line on the chart to view more information about that point.

Click Show details to view a more detailed breakdown of the data in your Ad Speed overview. Click View in reporting at any time to immediately open a report with the displayed metrics to investigate further.

Creative load time by advertiser

This chart displays data for classified advertisers who most contributed to user-visible creative latency on your pages.

Classified advertisers appears on our list of advertisers available for setting pricing rules. Any brands belonging to these advertisers are also considered classified. Classified advertisers are only available for programmatic (not tag-based) demand and backfill.

These advertisers are sorted by their total contribution to user-visible latency (a combination of impressions served and creative load times). Green bar sections (left) generally indicate faster load times while orange bar (middle) or red bar (right) sections generally indicate slower load times. Hover over any of the bars in the chart to learn more about their distribution.

Data is based on Ad Manager Historical data.

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.

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center