Ad Manager report dimensions

This dimension is deprecated. Use "Creative size (delivered)" instead.

Ad Exchange impression numbers reported using this dimension may differ from the legacy "Creative Size" dimension due to how "Creative Size (delivered)" counts some Google Ads text ads. Not compatible with the "Unfilled impressions" metric.

How this dimension differs from "Creative size":

• Reports on the size of the creative served from Ad Manager or Ad Exchange, rather than the creative size configured on a line item.
• May not match the creative size reported in Ad Exchange.

• Custom
• Custom template
• Studio
• Campaign Manager tag
• HTML5
• Image
• Programmatic
• Third-party
• Video creative sets
• Other

Master and Companion creative
Type of creative that served, when trafficked as a creative set.

For video master and companion creatives, master ads play within the video player; companion ads, usually display, serve to non-video ad slots in conjunction with the master.

Queries that use the "Branding types" dimension will show 100% Coverage for all rows except "(Unmatched ad requests)". For this reason, Ad Requests and Coverage should be disregarded for those rows.

The remaining possible values for this dimension are:

• Unknown: Reflects run of network targeting, direct deals, or other targeting styles that aren't yet classified.
• (Unmatched ad requests): Queries that use the "Targeting types" dimension show 100% Coverage for all rows except "(Unmatched ad requests)", so Ad Requests and Coverage metrics should be disregarded for those rows.

This dimension is only available if Ad Manager programmatic guaranteed is enabled in your network.

Classification is non-exhaustive. Some values may appear as "(Not applicable)" and this is expected behavior.

Classification is non-exhaustive. Some values may appear as "(Not applicable)" and this is expected behavior.

In addition, when a signed-in Google user in the EEA has directly provided Google with age information, and is under the age of consent set by GDPR, Google will only serve non-personalized ads to that user, regardless of the publisher's EU user consent settings within Ad Manager or whether the publisher passes a non-personalized ads signal in the ad tag. The impressions for these ad requests are also included in the “Non-Personalized Ads” row.

Data will be accurate from May 31, 2018, and later.

Impressions, clicks, revenue, and other metrics can appear in multiple report rows.

This dimension is deprecated. Use Demand Channel, instead.

These dimensions are only visible for Mediation-enabled publishers.

• Open Auction: includes all impressions filled by RTBs and non-RTB buyers on Ad Exchange.
• Preferred Deal: includes impression activity that runs through preferred deals.
• Google-Managed or Client-Managed Ad Networks: includes all impressions filled by third-party networks.
• Unmatched ad requests: Ad requests that are not matched with an ad. In these instances, either a blank ad or a backup ad is shown.
• Other: Ad requests involved in an unexpected situation in the ad serving process.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use Ad Manager yield management instead.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use Ad Manager yield management instead.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use Ad Manager yield management instead.

Video ads not targeted to specific content using the cmsid and vid parameters appear as "Not applicable" with this dimension. To limit your report to only content-specific traffic, apply the Request type filter, set to is any of > Video tag when reporting on this dimension.

Content bundle
Video groups assembled and targeted based on filters or by selecting individual videos, or both. The content bundles are automatically updated when new content is ingested with matching metadata.

Reports with this dimension show all bundles where content appeared, not only the targeted bundles.

Video ads not targeted to specific content using the cmsid and vid parameters appear as "Not applicable" with this dimension. To limit your report to only content-specific traffic, apply the Request type filter, set to is any of > Video tag when reporting on this dimension.

Content metadata
This dimension will soon be deprecated and replaced with the "CMS metadata" dimension.

Displays metrics for content metadata values whose keys are enabled and mapped. Each dimension under "content metadata" is a metadata key. When you choose a dimension, the report displays the metrics for all the values assigned to that key.

Learn how to report on video content metadata.

Metadata key
This dimension will soon be deprecated and replaced with the "CMS metadata key" dimension.

Displays metrics for the keys you mapped to video content metadata. Metrics shown per key are an aggregate of all values assigned to that key. There is no limit to the number of keys displayed in a report.

Video ads not targeted to specific content using the cmsid and vid parameters appear as "Not applicable" with this dimension. To limit your report to only content-specific traffic, apply the Request type filter, set to is any of > Video tag when reporting on this dimension.

Learn how to report on video content metadata.

Position in pod
The location of the video ads within a pod (groups of ads shown in sequence). Some examples are: "Position 1 in pod", "Position 2 in pod", and "Unknown position in pod", which represents truly unknown or non-video traffic.

To limit results to video-only traffic, filter your results using the Request type filter, set to is any of > Video tag.

To limit results to video-only traffic, filter your results using the Request type filter, set to is any of > Video tag.

VAST version ^(Beta) 
The numerical version of a VAST creative that is returned, which may be useful in determining which version of VAST is requested on your ad tags, or if you distribute different ad tags to different players or partner inventory. Possible versions are: VAST 2, VAST 3, VAST 4, and Not applicable (for non-video requests).

For redirects, this is not the VAST version from the third-party ad server.

This dimension can be combined with all video dimensions, including content metadata, date and time, request type, ad unit and placement, and all delivery dimensions. It is compatible with total impressions metrics; sell-through metrics; viewership, error, and interaction metrics.

This dimension is only available if you use Ad Exchange for Video or Ad Exchange for Games.

An "Unknown" value usually indicates that either an overlay ad was served or that the impression was not filled.

Video ad types
Shows publishers the performance of their video ad inventory broken out by type, which include the following formats:

• TrueView + skippable in-stream
• Standard in-stream
• Bumper
• Video click-to-download
• VPAID
• VPAID skippable 
• DBM Video
• Native content
• Native app install
• Other

This dimension is only available if you use Ad Exchange for Video or Ad Exchange for Games.

This dimension is based on the "Creative" dimension, and is compatible with the same dimensions and metrics.

Video SDK version
Shows whether any version of the video SDK was present in the ad request. Possible values include: 

• iOS IMA SDK
• Android IMA SDK
• HTML5 IMA SDK
• tvOS IMA SDK
• Roku IMA SDK
• iOS PAL
• Android PAL
• HTML5 PAL
• tvOS PAL
• iOS GMA SDK
• Android GMA SDK
• Unknown
• SDK-less
• Other

See more information on each SDK.

This dimension can be combined with all video dimensions, request type, date and time, ad unit, and all creative dimensions. It is compatible with impression metrics; video viewership, interaction, and error metrics.

Select dimension attributes to display the ad unit code.

When you create a report that includes the "ad units" dimension, choose whether to show only the Top level of your inventory hierarchy, or All levels. 

• Top-level displays only top-level ad units, with impression data for each child unit rolled up into the top level ad unit.
• All levels includes aggregated impression data for each child ad unit rolled up into the top level ad unit, and shows above the lowest level you select.

For onscreen or exported reports, if you want each 'Inventory Unit' level to appear in its own column, select the report's hierarchical view option. If you choose to export your report to a file, the output will be flat.

This dimension is deprecated. Use "Requested ad sizes" instead.

Use the "Ad Server Targeted Impressions" and "Ad server impressions" metrics to differentiate between targeted and untargeted impressions.

Sometimes, there can be multiple channels with the same name. When the Channels dimension is selected to be part of your query or you choose it as a filter for your query, the Query Tool aggregates the data from all the like-named Channels and displays the converged data in the report results. This may result in total ad requests that exceeds actual total ad requests.

Choose the DFP Ad Units (Top Level) dimension to include only top-level ad units in your report.

DFP Ad Units (Top Level) ^(Beta) 
Show performance by top-level Ad Manager Ad units only. Requests made to ad units defined under the top-level ad unit are aggregated into the top-level ad unit.

If a request was made directly to Ad Exchange, and not through Ad Manager, the value displays as "(No inventory unit)". Ad Manager requests include Dynamic Allocation.

"No pricing rule applied" can occur for a number of reasons. Here is a list of the most common instances where a pricing rule isn't attached:

• Impressions won through Private Auction and Preferred Deals don't participate in the Open Auction. To help identify these cases, add the "Deal type" dimension to your report.

  In some instances, the Preferred Deal or Private Auction deal types display impressions when the "Pricing rule" dimension is used. You can disregard these impressions, as pricing rules only apply to Open Auction transactions.

• Rejected traffic that originated from rejected ad requests or through Scaled Partner Management. To investigate these requests, use the "Inventory Ownership" dimension and the Diagnostic queries.
• All unmatched multi-size ad requests. To help identify these cases, add the "Inventory Size" dimension to your report. The sizes of multi-size requests display as a comma-separated list of sizes, for example, 300x600,300x250. Learn more
  
  Be aware that this also means that Pricing Rules will show 100% coverage. For this reason, "Coverage" should be disregarded for these rows.
• All requests prior to the latest version of the enhanced Inventory Controls (early 2014) (at the time, there was no concept of Pricing Rules.) Check the date on which these requests were made to find out if pricing rules apply.

Tags
Shows performance by ad tags. The possible values may include:

• Unknown: The google_ad_slot code declared doesn't map to any of the Tags defined.
• No tag: No ad slot code has been defined, for example, a generic tag was used.

If you use subdomains, your impression and revenue numbers may be inflated if you include the “URL” dimension in reports. Say that you have a site with a base domain of example.com and the subdomains foo.example.com and bar.example.com. If you include the URL in your report, data for the subdomains gets counted twice (as part of both the base domain and the subdomain), thus overstating impressions and revenue.

Including the “Site” dimension can provide more accurate numbers, but this data also may include impressions to sites that you don’t control or that don’t have your ad tag directly on them. Learn more

Here are additional Inventory size labels:

• Displays Video/Overlay when the ad call is made from inside a video player. In addition to overlay ads, this value can also account for all video types such as in-stream and TrueView.
• Displays Interstitial when the ad call is an interstitial ad in a mobile device.
• Displays (unknown) when the data came from an incorrectly formed request.

Here are additional Creative size labels:

• Video/Overlay: The ad request was made from inside a video player. In addition to overlay ads, this value can also account for all video types such as in-stream and TrueView.
• Native: The ad request was made from inside a native ad unit. 
• Unmatched: The ad request wasn't matched with an ad.

Queries that use the "Creative Sizes" dimension will show 100% coverage for all rows except "(Unmatched ad requests)." For this reason, Ad requests and Coverage should be disregarded for those rows.

• Text
• Image
• Video
• Rich Media
• Auto display (otherwise known as Magazine style ads)

Not all of these ad types might appear on your inventory.

• Not-expandable: The ad is not an expandable ad, therefore no user action required.
• Click-to-expand: A user clicks on the ad to trigger the expansion of the ad.
• Rollover-to-expand: A user rolls (hovers) over an ad (or a target portion of an ad) with their cursor to expand the ad.

This dimension is only visible if you use another Ad Exchange product, such as Video or Mobile.

• No Dynamic Allocation (direct requests, or an unknown ad server) Ads served by Ad Exchange outside of dynamic allocation. This includes impressions that are served directly on a page or via another ad server that does not support dynamic allocation.
• Dynamic Allocation with no Ad Manager competition (regular backfill) Backfill by Ad Exchange where it did not receive a reserve price by the publisher’s ad-server via dynamic allocation.
• Dynamic Allocation with Ad Manager competition Backfill by Ad Exchange where it was able to beat the reserve price sent by the publisher’s ad-server via dynamic allocation.

Mobile-app publishers can use other mobile-related dimensions for more granular insights on mobile advertising performance.

• Apple tablet
• Apple phone/touch
• Android tablet
• Android phone
• WebOS
• Blackberry
• Unknown: The query is from a mobile device, but we can't detect more specific details (e.g., whether it's from iOS, Android, a tablet, a phone, etc.).

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.
• Tagless request
  An impression is attributed to a request from a Tagless request, 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.

• Bandwidth= » Speed and/or type of device connection (e.g., cable)
• Browser= » (Does not apply to mobile web and mobile apps) Name and version number of the user’s browser (e.g., Microsoft Internet Explorer 11). For browsers that auto-update, like Google Chrome, no version number is displayed.
• BrowserLanguage= » (Does not apply to mobile apps) Abbreviated name of language configured for user’s browser (e.g., “en” for English).
• DeviceCapability= » Special functionality of user's device (e.g., supports calls, supports mraid version 1)
• Manufacturer= » Name of the company who manufactured the user's device (e.g., Google).
• MobileCarrier= » Name of user's carrier network, or “Wifi” if a device was using a wireless network.
• MobileDevice= » Name and version number of device (e.g., Nexus 4_from_Google)
• MobileDeviceSubmodel= » Additional granularity, particularly for where the MobileDevice= value is generic (e.g., iPhone6,1)
• OperatingSystem= » Name of device operating system (e.g., Microsoft Windows 7)
• OperatingSystemVersion= » Version information about the device operating system (e.g., EqualTo_Android_5_0)
• Platform= » Possible values are Desktop, HighEndMobile, MidRangeMobile, and Tablet.

This dimension is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

Assignment
Assignments help you define revenue sharing or ad serving relationships with partner publishers. Depending on your permissions, you can select from some or all of the following types of assignments, below.

• Track: Define a revenue share agreement with a publishing partner for display or video ads. Revenue share is expressed in terms of a percentage value on the assignment.
• Redirect: Send either a percentage or an absolute number of video ad requests to a partner publisher. The redirect is handled through a third-party VAST tag.
• Share: Share specified video inventory with a partner Ad Manager publisher. Your partner can then book line items directly against that inventory in their own Ad Manager network.

A publisher with whom you have an agreement to share ads and revenue.

Label applied to a publisher with whom you have an agreement to share ads and revenue.

• Owned and operated
• Represented
• Blocked
• Uncategorized

If inventory ownership for video ad requests displays as "uncategorized", this is likely because the description_url parameter in the ad tag was either not set, invalid or set to a domain value that's not classified. Learn more

This is an account-level setting and not available to all publishers.

If the network partner name for video ad requests displays as "non-represented", This is likely because the description_url parameter in the ad tag was either not set, invalid or set to a domain value that's not classified. Learn more

This is an account-level setting and not available to all publishers.

Queries that use the “Agencies” dimension will show 100% Coverage for all rows except “(Unmatched ad requests)”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Here are reasons why you may see "Unknown" as an Ad location value:

• Use of GPT Single Request Mode
• Nesting tags inside iframes
• Use of the same ad slot multiple times on the same page
• Custom code where <div> tags have been moved around

Other advertisers are broken out into the following groups:

• Unclassified advertisers: An ad request was filled, but the advertiser can't be identified.
• AdWords small businesses: Advertisers whose impressions made up less than 0.01% of global daily impressions, and less than 0.1% of daily impressions in each of the following countries: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, South Korea, Thailand, Turkey, United Kingdom, and the United States.
• Unmatched ad requests: A request remained unfilled, and no ads served.

Queries that use the “Advertisers” dimension will show 100% coverage for all rows except “Unmatched ad requests”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

When an advertiser uses creatives associated with different landing pages, Ad Manager won't be able to determine the specific creative that will serve in advance. Instead, Ad Manager will check the advertiser mappings for each landing page and randomly report the affiliated advertiser.

Provides more transparency into advertisers whose identities are not otherwise available. This dimension sometimes makes large-volume queries run more slowly.

• Web caches and others: Domains that are associated with ad servers are grouped here, including Ad Manager and third-party, because we only report on the top-level domain so if an ad server domain includes redirect parameters, we truncate the full URL even though the request is valid and may be associated with revenue and impressions.

  You may want to combine this dimension with the Advertisers dimension since we can often identify the advertiser associated with such domains.

• Unknown: This dimension shows the top 10,000 advertiser domains across Ad Exchange, ranked by revenue. Any advertiser beyond this limit is placed into the "unknown" category.

Queries that use the “Advertiser domains” dimension will show 100% Coverage for all rows except "(unknown)". For this reason, Ad Requests and Coverage should be disregarded for those rows.

In some scenarios, such as RTB ads, the advertiser domain may be one of multiple submitted domains and we don't know the specific creative chosen to be served. In this case, the advertiser domain reported is one randomly chosen from the list of possible domains.

The categories displayed are identical to the ones that publishers can block.

When combined with dimensions such as Buyer networks and Advertisers, this dimension can provide information to effectively allocate inventory and adjust pricing strategies to include high-value advertiser segments.

This dimension is best used when combined with other data such as "Advertisers" and "Buyer networks." Queries that use the "Advertiser verticals" dimension will show 100% Coverage for all rows except "(unknown)". For this reason, Ad Requests and Coverage should be disregarded for those rows.

Incompatible with:

• Bid ranges dimension
• Bids, Mean bid CPM, Estimated earnings from bids, Impressions won, Winning bid CPM, Close CPM, Win %, Deals ad requests, Deals bid responses, Deals matched requests, and Deals match rate metrics

When combined as the child of the Advertiser dimension, this dimension can show the relationship between advertiser and its brands. For example, when advertiser and brands dimensions are selected, the report output might display a food company as the advertiser, then the cereal they manufacture as the brand. Reporting displays all of the brands that can be identified. Other brands are broken out into the following groups:

• Unclassified brands: The impressions didn't have an assigned brand. If an advertiser displays "Unclassified," then its brands display as "Unclassified" as well.
• Google Ads small businesses: Brands whose impressions made up less than 0.01% of global daily impressions, and less than 0.1% of daily impressions in each of the following countries: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, South Korea, Thailand, Turkey, United Kingdom, and the United States.
• Unmatched ad requests: A request remained unfilled, and no ads served.

Queries that use the "Brands" dimension will show 100% coverage for all rows except "Unmatched ad requests". For this reason, Ad Requests and Coverage should be disregarded for those rows.

Queries that use the "Buyer networks" dimension will show 100% Coverage for all rows except "(Unmatched ad requests)." For this reason, Ad requests and Coverage should be disregarded for those rows.

Buyers have two methods of trafficking a campaign, using real-time bidding (RTB) or non-RTB. When "no DSP" is displayed in report results, it often means that the impression either couldn't be associated with a DSP, was unmatched, or was served via mediation or another non-RTB solution, such as AdWords static campaign impressions.

Queries that include the "DSPs" dimension will show 100% Coverage for all rows except "(No DSP)," so the Ad requests and Coverage metrics should be disregarded for those rows.

Queries that use the “Deal names” dimension will show 100% Coverage for all rows except “Open auction”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Queries that use the "Deal IDs" dimension will show 100% Coverage for all rows except "Open auction". For this reason, Ad Requests and Coverage should be disregarded for those rows.

• First Look
• Open Auction
• Private Auction
• Preferred Deal

Queries that use the "Transaction types" dimension will show 100% Coverage for all rows except "Open auction". For this reason, Ad Requests and Coverage should be disregarded for those rows.

Learn more about Bid landscapes reports.