Ad Manager report dimensions

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+

• Male
• Female

Event name
Event name measures data collected from impressions or clicks. Possible values include:

• ad_impression
• ad_click
• in_app_purchase
• ecommerce_app_purchase
• session_start

• Winner: The bid won because it wasn’t rejected for any reason.
• Outbid: The bid lost to another candidate in the auction or competing ad server line item.
• Floor: The bid lost because its CPM was below a publisher-specified floor.
• Optimized pricing: The bid was below the floor price set by optimized pricing.
• No consent: The bid lost because the associated GDPR ad technology provider didn’t have user consent. Add the "TCF Vendor" dimension to learn more about the ad technology provider(s) that triggered this rejection.
• Unidentified vendor: The bid lost because the GDPR ad technology provider was unidentified.
• Publisher blocked: The bid lost because it was blocked by the publisher’s settings. This rejection includes bids that were filtered because of existing settings (such as a protection), or bids that aren't explicitly allowed (such as when only First Look traffic is eligible, but the bid doesn't match any First Look rules).
• Other: The bid lost for another reason, such as URL filtering, or because it was below the minimum auction reserve price ($0.05 bids).

TCF vendor
The name of the ad technology provider as it appears on the Global Vendor List (GVL).

Any ad technology provider name value returned here is representative of bid rejections specific to that ad technology provider, while a value of "(Not applicable)" indicates no bid rejections due to one or more ad technology providers.

Combine this dimension with the "Bid rejection reason" dimension for more insights.

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.

Creative size (delivered) ^(Beta) 
The size of the ad slot where creatives are served from Ad Manager or Ad Exchange. This value may differ from the creative size reported in Ad Exchange. Possible values include:

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

Any other values will show as "Unknown" (in Reports) or blank (in Data Transfer).

Note: This dimension can't appear in the same report as the "Unfilled impressions" metric. They are incompatible.

Secure signal delivery ^(Beta)
Reports if secure signals were sent to the bidder who won the impression. Values include:

• Sent to winner
• Not sent to winner

Secure signal sharing is a processor feature that lets publishers pass obfuscated signals (such as user IDs) to third-party bidders on RTB bid requests. 

Shows how including secure signals and sending them to bidders can impact metrics, such as Total impressions and Total CTR. 
 

The method used for counting impressions. Possible values include:

• Downloaded: Follows IAB count on download (Digital Video Ad Measurement Guidelines 2009).
• Begin to render: An impression is counted after creative assets have begun rendering. Follows IAB begin to render (Digital Video Ad Measurement Guidelines 2018).

Sometimes, there may be discrepancies or negative numbers when the impression counting method dimension is used. This can occur when a begin-to-render ping is received, but a downloaded ping is not received.

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.

Active View measurement source
The measurement source of a given metric. Possible values include:

• Measured: The data for the metric was directly measured by client code that either Google controls or with which Google has intimate familiarity, or it uses OMID data from client code that was certified by Google or IAB Tech Lab.
• Provided: The data for the metric uses OMID data or other publisher-provided signals that were not certified by Google or IAB Tech Lab.
• Inferred: The data for the metric was inferred using sound judgment, however it was not directly measured on the client. The inferred metric may originate from Google or a third party.

Targeting types
Shows the manner in which advertisers targeted ads to a publisher. Learn about Contextual, Personalized, and Placement targeting.

“Personalized” (formerly known as "Interest-based") may include contextual targeting when user data, such as cookie ID, isn’t available. If you selected “Non-personalized ads” in the EU user control settings, you might still see ads under “Personalized” even though user data isn’t being used.

Optimization type ^(Beta) 
View a breakdown of data by the following optimization types:

• First Look
• Optimized competition
• Target CPM

Shows performance distributed by serving restriction. If an ad call can be subject to multiple restrictions, only the first match from the order below will be reported. Reporting figures won't overlap.

• Limited ads: Traffic where only limited ads can serve. This matches ad calls that include either the parameter ltd=1, gad_has_consent_for_cookies=0, or a TC string which does not signal the purpose 1 consented while signalling legal bases for the purposes 2, 7, 9, and 10.
• Restricted data processing (RDP): Includes traffic where the publisher requested restricted data processing using the tagging parameter or the network control.
• Non-personalized ads (NPA): Includes traffic where the publisher requested non-personalized ads using the tagging parameter or the network control.
• Basic ads: Traffic where only IAB TCF v2.0 basic ads are eligible to serve. This matches users whose provided TC string includes consent for purpose 1 and legal bases for purposes 2, 7, 9, and 10, but no consent for purposes 3 or 4.
• Personalization disabled: Traffic where personalization was disabled by iOS users who opted in to Limited Ad Tracking, Android users who opted out of ad personalization, the absence of an available ID for personalization, or any other case where personalization wasn't feasible.
• No restriction: Traffic without any of the restrictions listed above.

Some ad requests may fall into multiple categories in this list. In these cases, the ad request is sorted into the first applicable category according to the order shown here.

Policy restrictions are not included in the Serving restrictions dimension and should be reviewed in the Policy center.

Unified pricing rule

The unified pricing rule used to set the price applied to programmatic demand.

Yield partner tag
Name of a yield partner in a yield group, including the yield group name and "Ad source ID" value. Example: "MyYieldGroup-MyYieldPartner ID: 123456789".

For Ad Exchange, the value "Ad Exchange" is displayed. Note that metrics for the "Ad Exchange" yield partner tag are counted once for each applicable yield group Ad Exchange is part of.

Predicted viewability bucket ^(Beta) 
The estimated percentage of viewability based on an ad slot's historical and environment data, grouped into buckets. Possible values include:

• ≥50%
• 20% to 49%
• ≤19%
• Unknown

User identifier status ^(Beta) 
Indicates whether a valid user advertising identifier (a third-party cookie or device ID) was present on a given ad request.  Possible values include:

• Active: A user identifier was present and active.
• Restricted: A user identifier was present, but its usage was restricted by how cookies may be used. For example, personalization is not allowed.
• Missing: A user identifier wasn't present.

Previously called "User cookie status."

Ad experiences ^(Beta) 
Type of Ad experiences used to serve the creative. Possible values are "Expanded ad (full screen)" or "(Not applicable)."

Ad technology provider ^(Beta) 
The ad technology provider (ATP) associated with the bid. ATP reports only if a bid is rejected due to lack of vendor consent. Otherwise, this dimension shows "Not applicable."

Compatible only with "Bids" and "Average bid CPM" metrics.

Ad technology provider domain ^(Beta) 
The domain of the ad technology provider (ATP) associated with the bid.

Compatible only with "Bids" and "Average bid CPM" metrics.

Advertiser domain (Beta)
Shows performance by advertiser URL. For example, Big Soda Pop Co. might map to a domain name of delicious.cola.com.

Provides more transparency into advertisers whose identities are not otherwise available. This dimension sometimes makes large-volume reports 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 "Advertiser (classified)" dimension, as we can often identify the advertiser associated with such domains.

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

Reports that use the “Advertiser domain” dimension will show 100% Ad Exchange Coverage for all rows except "(unknown)". For this reason, Ad Exchange Ad Requests and Ad Exchange 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.

"Not Applicable" indicates incompatibility with Ad server, AdSense, and Mediation demand channels.

Advertiser vertical (Beta)
Shows performance by specific advertiser categories, such as Arts & Entertainment and Travel & Tourism. Helps understand performance across different advertiser segments.

Buying agency (Beta)
Shows performance by buying agency. Not all buyers pass the agency name. As a result, if we don’t show a name, we may display "(unknown)" or "(No agency)."

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

"Not Applicable" indicates incompatibility with Ad server, AdSense, and Mediation demand channels.

Is First Look (Beta)
Returns TRUE when First Look transacted.

First Look pricing rule ^(Beta)
Reports the First Look pricing rule. Where an item is eligible for both the First Look pricing rule and Unified pricing rule, the two rules are reported separately (in First Look pricing rule and Unified pricing rule dimensions) to help you determine which rule has the higher floor.

Applies to Ad Exchange and Open Bidding. Shows "(Not applicable)" for other demand channels.
 

Shows publishers the performance of Preferred Deals, Private Auction, and Programmatic Guaranteed (Standard and Sponsorship) broken out by a Programmatic deal name. 

Shows "(Not applicable)" if no Preferred Deal, Private Auction, or Programmatic Guaranteed was involved. 

Previously called “Deal name.”

Shows performance of Preferred Deals, Private Auction, and Programmatic Guaranteed (Standard and Sponsorship). 

The Programmatic deal ID is a system-generated number used to identify a deal between a buyer and a publisher. Shows "0" if no Preferred Deal, Private Auction, or Programmatic Guaranteed was involved.

Previously called “Deal ID.”

Date
Daily breakdown of data. In Ad Manager, the data is shown in an extended format, such as Monday, January 18, 2016. The exported format is more compact, for example M/D/YY.

Note: The exported date format is based on the language and/or location associated with the Google account of the person creating the report. In reports created by other users, such as scheduled reports, the exported date format may differ from the format in reports created by you.

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)
• Open Bidding
• Mediation

Yield group 
Name of the group of ad networks or exchanges, called a yield group, used for Mediation and Open Bidding.

Note: This dimension can return a "Not applicable" value when requests are eligible for Open Bidding, but no Open Bidding partners actually bid.

The position of a redirect in the VAST chain.

For example, for a chain of A > B > C, A is in position 0, B is in position 1, etc.

The VAST version of each ad server in the VAST chain.

Each ad server in the VAST chain.

CMS metadata
This dimension replaces the legacy "Content metadata" dimension, which has been deprecated.

Contains a dimension for each key in your CMS metadata.

Reporting data reflects the current state, not the historical state, of CMS metadata associations.

Learn how to report on video content metadata.

CMS metadata key
This dimension replaces the legacy "Metadata key" dimension, which has been deprecated.

Reporting data reflects the current state, not the historical state, of CMS metadata associations.

Learn how to report on video content metadata.

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.

This will show "Not applicable" when a request comes for content that hasn't been ingested or requests don't match ingested content.

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.

The bitrate of the selected media file.

The duration of the actual media played.

The time it took for the media to load.

The MIME type of the selected media file.

Indicates whether an ad used VPAID 1, 2, 3, or did not use VPAID.

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.

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
• Roku PAL
• 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.

Video ad request duration
The requested ad duration for a video opportunity. For a single ad request, this is the maximum ad duration provided on the request. For an optimized pod:

• If an opportunity is filled, this will be the duration of the ad served.
• If an opportunity is unfilled, this will be the network opportunity duration.

Ad Exchange product ^(Beta)
Shows the performance of specific Ad Exchange products, such as Display, Video, Mobile-In app, and Ad Exchange for Games. This dimension is only visible if you use another Ad Exchange product, such as Video or Mobile.

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

Includes all ad sizes in each ad request, accurately reflecting ad requests with multiple inventory sizes.

The size is displayed in the format "wxh" with multiple sizes separated by comma (e.g., 300x250, 600x300). You can apply filters to this dimension to only include certain sizes.

How this dimension differs from "Ad request size":

• Reports on all ad sizes in each request to reflect multi-size inventory more accurately.
• Broader compatibility with other dimensions and metrics.
• Compatible with filters to limit the sizes included.
• Format: WxH (no spaces, comma-separated)

Pricing rules
Shows performance by Pricing rule. Any unmatched requests display (No pricing rule applied)".

Inventory format ^(Beta) 
The format of the ad unit where the ad was requested.

Child network code
Child networks have given channel partners (or "parent networks") the ability to represent and manage inventory on their behalf through "Manage inventory" in Multiple Customer Management. This dimension allows channel partners to see how their individual child publishers are performing.

PPID presence
Indicates whether a valid PPID (Publisher-provided identifier) was present on a given ad request. Covers both reservation and programmatic traffic. Possible values include:

• Present: A valid PPID was present
• Missing: A PPID was not present or had an invalid form

Learn more

ATT consent status
Understand user consent status in relation to Apple’s App Tracking Transparency setting and its impact on monetization. Values include:

• Authorized
• Denied
• Restricted
• Not determined
• (Not applicable)

Secure signal presence ^(Beta)
Reports the presence of secure signals in the ad request. Values include: 

• Present
• Missing

Secure signal sharing is a processor feature that lets publishers pass obfuscated signals (such as user IDs) to third-party bidders on RTB bid requests. 

Shows how including secure signals and sending them to bidders can impact metrics, such as Total impressions and Total CTR.

Traffic source ^(Beta) 
Understand if a requested query is designated as purchased. Values include:

• Purchased: Traffic redirected from properties other than owned (acquired or otherwise incentivized activity)
• Organic: Direct URL entry, site search, or app download
• Undefined: Value not set in the GPT or mobile SDK

Note: Publishers must set the traffic source to "Purchased" or "Organic" on the ad request to see those values in reporting. If no value is set, we'll report "Undefined."

Core compatibility

URL ^(Beta)
Shows publishers the performance of their domains, subdomains or pages for URLs defined under "Inventory." Ad requests are only counted for URLs that have been defined under "Inventory."

Ad type ^(Beta)
Shows the performance of different ad types. Possible ad types in reporting include:

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

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

Applies to Ad Exchange, Open Bidding, and AdSense. Shows "(Not applicable)" for other demand channels.

Dynamic allocation ^(Beta)
Shows performance by different inventory sources.

• 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.

Applies to Ad Exchange and Open Bidding. Shows "(Not applicable)" for other demand channels.
 

Auto-refreshed traffic
Indicates if the traffic is from auto-refreshed ad requests. Values include:

• Refreshed: Traffic that is auto-refreshed, which refers to the action of serving or changing advertising or content in an automatic manner when a publisher calls auto refresh Google Publisher Tag (GPT) API on the ad request.
• Not refreshed: All other traffic.

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.

Provide dimension feedback

Inventory types (expanded)
Values match the Inventory type dimension available in the Overview Home dashboard. If comparing, be sure the date range in your report matches the date range on the Overview dashboard. 

Note: Video takes precedence over any other value, for example, if there is an in-stream video impression on a desktop device, it will be attributed to in-stream video and not desktop web.

Values include:

• AMP: User is viewing the ad on an Accelerated Mobile Page, which has been designed to load mobile web content faster.
• 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.
• Desktop web: User is viewing the content through a PC or laptop computer.
• In-stream video and audio: Ads played within the context of a video or audio stream in the same video or audio player that a user is viewing video or listening to audio content.
• Mobile web: User is viewing the content from their mobile or tablet browser.
• Other: Ad Manager can't detect where the user is viewing the content.
  
  Learn more about inventory types (expanded).

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 the Google Publisher Tag.
• GPT Light
  An impression is attributed to the GPT Light tag.
• GPT Simple URL
  An impression is attributed to 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.

Note that the value "Google Ad Manager Tag" is no longer in use, but shows for compatibility reasons. 

Does not apply to mobile web and mobile apps.

Know whether the SDK that was used to serve mobile app impressions was the current version or an older, legacy version.Values may include: 

• Current: The SDK is up to date.
• Legacy: The SDK needs to be updated.

App SDK version^(Beta)
The Google Mobile Ads SDK version integrated into the app.

Note: Currently, only the Google Mobile Ads SDK for iOS is supported. Google Mobile Ads SDK for Android traffic for this dimension will return a dash (-) in reporting.

Operating system category
The mobile device operating system. Not available for desktop inventory and may exclude some less common operating systems. Desktop operating systems are always classified as "Unknown."

Note: Non-mobile app impressions will be reported as "Others" until 1/11/22. After that date, these impressions will be reported as "Unknown."

Browser category
Name of the user's browser, such as Safari. Does not apply to mobile app impressions.

Note: Non-web impressions will be reported as "Others" until 1/11/22. After that date, these impressions will be reported as "Unknown."

Branding type ^(Beta)
Shows either "Branded," "Semi-Transparent," or “(Unmatched ad requests)”, depending on the amount of information about the Publisher’s page sent to the buyer who purchased the impressions.

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.

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.

Bid ranges (gross) ^(Deprecated)  
Shows publishers how bids received are distributed in $.10 buckets. Bid ranges can only be reported on for six months historically. Due to the computational resources required to report in bid-level data, not all dimensions and metrics are compatible with this dimension. We only allow the Bid ranges dimension to be used in combination with one other dimension at a time.