Ad Manager report metrics
Below are all the metrics available in Ad Manager reports, along with information about applicable report types and metric categories . Metric categories group related dimensions. For example, the dimensions "City", or "Country" belong to the metric category "Geography".
Filter the table with one or more keywords to search for metrics.
Metric | Report type and metric category |
---|---|
Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback. | Historical Total, Ad server, AdSense, Ad Exchange Ad server Active View eligible impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable. | Historical Total, Ad server, AdSense, Ad Exchange Ad server Active View measurable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable impressions. A display ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB measurement standards). For in-stream video ads, 50% of its area must be displayed for at least two seconds. | Historical Total, Ad server, AdSense, Ad Exchange Ad server Active View viewable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View % measurable impressions An ad is measurable when the Active View enabled tag successfully captured viewability information about the impression. Viewable impression measurement tools experience a small amount of data loss in addition to measurement gaps from some cross-domain iframe scenarios. Ad Manager's measurability metric focuses on actual measurement gaps, which you can resolve by removing iframes (learn more about troubleshooting viewability). The data loss is randomly distributed across viewable and measurable impressions, and therefore % Measurable is a reliable indicator of measurability for the publisher's inventory. | Historical Total, Ad server, AdSense, Ad Exchange Ad server Active View % measurable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View % viewable impressions Formula: (viewable impressions ∕ measurable impressions) × 100 For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View enabled tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions. | Historical Total, Ad server, AdSense, Ad Exchange Ad server Active View % viewable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View average viewable time (seconds) For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds. | Historical Total, Ad server, AdSense, Ad Exchange |
Active View non-viewable impressions Total number of impressions that were measured, but deemed not viewable. | Historical Ad server Ad server Active View non-viewable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View non-measurable impressions Total number of impressions that were not measured (e.g., impressions where measurement was attempted and failed). | Historical Ad server Ad server Active View non-measurable impressions: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View viewable impression distribution Percent of impressions where measurement was attempted, succeeded, and deemed viewable. Formula: (# Viewable impressions) ∕ (# Active View Eligible Impressions) | Historical Ad server Ad server Active View viewable impression distribution: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View non-viewable impression distribution Percent of impressions where measurement was attempted, succeeded and deemed non-viewable. Formula: (# Not viewable Impressions) ∕ (# Active View Eligible Impressions) | Historical Ad server Ad server Active View non-viewable impression distribution: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View undetermined impression distribution Percent of impressions where measurement was attempted, but measurement did not succeed. Formula: (# Not measurable impressions) ∕ (# Eligible impressions) | Historical Ad server Ad server Active View undetermined impression distribution: Accredited by the MRC for Display, Video, and Rich Media creatives within Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Active View revenue Deprecated for AdSense and Ad Exchange.
| Historical Total, Ad server |
Total Active View impressions audible and visible at completion
The number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen. | Historical Total, Ad server, AdSense, Ad Exchange |
Active View % ever audible while backgrounded
The percentage of total impressions from video creatives where the ad player is in the background at any point during playback with volume > 0, from all total impressions measurable for Active View. | Historical Active View interaction |
Active View % ever backgrounded
The percentage of total impressions from video creatives where the ad player is in the background at any point during playback, from all total measurable impressions for Active View. | Historical Active View interaction |
Active View % ever audible
The percentage of total impressions from video creatives where volume > 0 at any point, from all total impressions measurable for Active View. | Historical Active View interaction |
Active View % ever muted
The percentage of total impressions from video creatives where volume = 0 at any point, from all total measurable impressions for Active View. | Historical Active View interaction |
Active View % audible through completion
The percentage of total impressions from video creatives with audible playback through the entire stream, from all total measurable impressions for Active View. | Historical Active View interaction |
Active View % audible through third quartile
The percentage of total impressions from video creatives with audible playback from start through at least 75%, from all total Active View measurable impressions. | Historical Active View interaction |
Active View % audible through midpoint
The percentage of total impressions from video creatives with audible playback through at least 50%, taken from all total measurable impressions for Active View. | Historical Active View interaction |
Active View % audible through first quartile
The percentage of total impressions from video creatives with audible playback from start through at least 25%, from all total Active View measurable impressions. | Historical Active View interaction |
Active View % audible at start | Historical Active View interaction |
Active View+ measurable impressions
Out of the total number of impressions that were eligible, this represents the total number that were measurable for Active View interaction metrics. | Historical Active View interaction |
Ad blocking extension rate Formula: (Extension ad blocker page views) / (Page views) Note: Since mid-February 2024, we've removed page views that occurred on mobile and tablet devices from this metric. The change was applied retroactively to historical data. | Privacy & messaging Ad blocking recovery messages |
Ad blocking recovery messages shown
Number of times an ad blocking recovery message was shown to users. | Privacy & messaging Ad blocking recovery messages |
Allow-ads conversion rate (cookie-based) (Deprecated) The conversion rate (based on browser cookies) of users that saw the ad blocking recovery message and then chose to allow ads. Users may have seen the ad blocking recovery message prior to or during the report time frame. Formula: [Allow-ads conversions (cookie-based)] / [Ad blocking recovery messages shown] = [Allow-ads conversion rate (cookie-based)] | Privacy & messaging Ad blocking recovery messages |
Allow-ads conversion users (cookie-based) (Deprecated) | Privacy & messaging Ad blocking recovery messages |
Allow-ads page views | Privacy & messaging Ad blocking recovery messages |
Ad Exchange impressions Total impressions delivered by the Ad Exchange. One matched request can create multiple impressions if multiple text ads serve in place of a single display ad. This is different than the "Ad impressions" metric in the Ad Exchange historical report type, which counts one impression for a group of text ads. | Historical Ad Exchange |
Ad Exchange clicks Total clicks delivered by the Ad Exchange. | Historical Ad Exchange |
Ad Exchange CTR Formula: (Ad Exchange clicks ∕ Ad Exchange impressions) × 100 Note: The "Ad Exchange CTR" metric in Historical reports and the "CTR" metric in Ad Exchange historical reports are calculated differently, and they can't be compared. | Historical Ad Exchange |
Ad Exchange revenue Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone. | Historical Ad Exchange |
Ad Exchange average eCPM The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation. | Historical Ad Exchange |
Ad Exchange clicks (%) Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered. | Historical Ad Exchange |
Ad Exchange impressions (%) Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered. | Historical Ad Exchange |
Ad Exchange revenue (%) Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue. | Historical Ad Exchange |
Ad Exchange targeted impressions (Deprecated) Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values. | Historical Ad Exchange |
Ad Exchange targeted clicks (Deprecated) | Historical Ad Exchange |
Ad Exchange responses served Ad requests that were filled by Ad Exchange ads. | Historical |
Programmatic eligible ad requests The total number of ad requests eligible for Open Auction and Private Auction programmatic channels and excludes Programmatic Guaranteed, and Preferred Deals. This metric allows for a breakdown of ad requests across Ad Exchange and Open Bidding demand channels. For optimized pods, this metric will count a single opportunity when the pod doesn't fill with programmatic demand. When it does fill, it will count each matched query. | Historical Ad Exchange |
Programmatic match rate The number of programmatic responses served divided by the number of requests eligible for programmatic. Includes Ad Exchange, Open Bidding, and Preferred Deals. Formula: Programmatic responses served ∕ Programmatic eligible ad requests | Historical Ad Exchange |
Programmatic responses served Total number of ad responses served from programmatic demand sources. Includes Ad Exchange, Open Bidding, and Preferred Deals. Differs from Ad Exchange responses served, which doesn't include Open Bidding matched ad requests. | Historical Ad Exchange |
Ad Exchange ad requests
The number of ad units that requested ads (for content ads) or search queries (for search ads). In other words, the number of times Ad Exchange receives a request to show an ad. An ad request is reported each time a request was sent, even if no ads were returned and backup ads were displayed instead. With regard to video, ad impressions are often less than ad requests because video ads are technically more challenging to serve as fast as image ads. As a result, some video ads won't render properly. Use video-specific metrics to better assess video inventory performance. All requests sent to Ad Exchange in Mediation for mobile apps are considered in Ad Exchange metrics, instead of only requests filled by Ad Exchange. An increase in ad request totals might result in lower coverage rates. | Historical Ad Exchange |
Ad Exchange match rate
Measures the percentage of ads returned compared to the number of ads requested. Formula: (Ad Exchange responses served ∕ Ad Exchange ad requests) When Ad Exchange match rate is always 100%
“Ad Exchange match rate” will show 100% for report metrics that imply an ad served, such as “Creative size (delivered)” or “Advertiser (classified),” along with any metrics under them (“child” metrics). Unified pricing rules will also show 100% Ad Exchange match rate. Why? Let’s look at “Advertiser (classified)” as an example. It’s based on what’s delivered instead of what’s requested. By definition, if you include “Advertiser (classified),” you’re only showing impressions that had coverage. An unfilled impression can’t have an advertiser, and likewise an advertiser can’t be associated with an unfilled impression. Therefore, rows for “Advertiser (classified)” will always show “Ad Exchange match rate” of 100%, as will any child metrics of “Advertiser (classified).” Ad Exchange adds one row for all the “(Unmatched ad requests)”, and this row has “Ad Exchange match rate” of 0%.
What should I do? In these cases, “Ad Exchange ad requests” and “Ad Exchange average eCPM” should be disregarded, as they may be misleading. Publishers should look at the “Ad Exchange delivery rate” metric instead. All requests sent to Ad Exchange in Mediation for mobile apps are considered in Ad Exchange metrics, instead of only requests filled by Ad Exchange. An increase in ad request totals might result in lower Ad Exchange match rate.
| Historical Ad Exchange |
Ad Exchange CPC (cost per click)
The amount you earn each time a user clicks on your ad. Formula: CPC = Estimated revenue ∕ Clicks | Historical Ad Exchange |
Ad Exchange ad request CTR
The number of ad clicks divided by the number of ad requests. Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests | Historical Ad Exchange |
Ad Exchange ad request eCPM
Revenue per thousand ad requests. Formula: Ad Exchange ad request eCPM = Estimated revenue ∕ Number of ad requests × 1000 | Historical Ad Exchange |
Ad Exchange matched request CTR
The clickthrough rate (CTR) is the percentage of impressions that led to a click. Formula: CTR = Clicks ∕ Matched requests Note: The "Ad Exchange CTR" metric in Historical reports and the "CTR" metric in Ad Exchange historical reports are calculated differently, and they can't be compared. | Historical Ad Exchange |
Ad Exchange matched request eCPM
Revenue per one thousand Matched requests. Learn more about eCPM. Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000 | Historical Ad Exchange |
Ad Exchange lift
The increase in revenue gained for won impressions over the applicable minimum CPM or the best price specified during dynamic allocation. | Historical Ad Exchange |
Ad Exchange opportunities from impressions
The number of Ad Exchange impressions discounting video fallback impressions. | Historical Ad Exchange |
Ad Exchange delivery rate
Calculates true fill rate for ads by measuring ads served versus ad requests. Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests | Historical Ad Exchange |
Ad Exchange opportunities from errors
The number of Ad Exchange VAST errors discounting errors generated from video fallback ads. | Historical Ad Exchange |
Ad server impressions | Historical Ad server |
Ad server downloaded impressions (Discontinued) | Historical Ad server |
Ad server targeted impressions For more information, see Report on key-values. | Historical Ad server |
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. | Historical Ad server |
Ad server targeted clicks Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values. | Historical Ad server |
Ad server average eCPM Formula: [(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.
| Historical Ad server |
Ad server CTR Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100 | Historical Ad server |
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. | Historical Ad server |
Ad server CPD revenue CPD revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Managerserver. Secondary currencies are now supported for reports that include cost-per-day (CPD) revenue metrics. This change is retroactive, so you may see different results when comparing data from reports run before July 24, 2018. | Historical Ad server |
Ad server CPM, CPC, CPD, and vCPM revenue CPM, CPC, CPD, and vCPM revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server. Secondary currencies are now supported for reports that include cost-per-day (CPD) revenue metrics. This change is retroactive, so you may see different results when comparing data from reports run before July 24, 2018. | Historical Ad server |
Ad server impressions (%) Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered. | Historical Ad server |
Ad server clicks (%) Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered. | Historical Ad server |
Ad server revenue (%) Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue. | Historical Ad server |
Ad server code served count (Deprecated) Number of times the ad server responded to a request for an ad. A code serve is not counted if the ad server response is empty.
For delayed-impression requests, the code served count value is generally more than the impressions value because code served count reflects Ad Manager responses regardless of whether a creative was actually rendered. For traditional display requests, pre-rendering creatives can also cause a discrepancy between code served count and impressions. | Historical Ad server |
User list cost Cost of the Ad Manager Audience user list. | Historical Ad server |
Ad server unfiltered begin to render impressions Raw begin to render impression count before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server begin to render impressions. | Historical Ad server Accredited by the MRC for Display, Video, and Rich Media creatives within Connected TV (CTV), Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Ad server unfiltered downloaded impressions Raw impression count before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server impressions.
Only available in Google Ad Manager 360.
| Historical Ad server |
Ad server unfiltered clicks Raw click count before any invalid traffic filtration, including when multiple click pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server clicks.
Only available in Google Ad Manager 360.
| Historical Ad server |
Ad server unfiltered tracked ads | Historical Ad server |
Ad server begin to render impressions | Historical Ad server Accredited by the MRC for Display, Video, and Rich Media creatives within Connected TV (CTV), Desktop, Mobile Web, and Mobile application environments. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques. |
Ad server tracked ads | Historical Ad server |
Ad server responses served Ad requests that were filled by Ad Manager ads. | Historical Ad server |
Ad server provisional impressions (Deprecated) | Historical Ad server |
Ad server inactive begin to render impressions
Impressions (via begin to render methodology) delivered by the Google Ad Manager server considered inactive, as defined by served to a device receiving ad or bid requests continuously for a session of greater than 16 hours without a "reset" event. Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes). This metric applies only to CTV ads. The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions, Ad server unfiltered tracked ads, and Ad server unfiltered begin to render impressions. | Historical Ad server Accredited by the MRC for Video creatives within Connected TV (CTV) environments. |
Ad server opportunities from impressions
The number of ad server impressions discounting video fallback impressions. | Historical Ad server |
Ad server opportunities from errors
The number of ad server VAST errors discounting errors generated from video fallback ads. | Historical Ad server |
Ad server CPF revenue (Deprecated) Cost per flight (CPF) revenue earned for the ads delivered by the Google Ad Manager server. Calculated in your network's currency. | Historical Ad server |
Ad server impressions (co-viewed) (Beta) Co-viewed impressions can be >1 for set-top box and connected TV. For other traffic, the co-viewed count is 1, which aligns with regular impressions. | Historical Ad server |
Non-viewable impression reasons | Ad speed Non-viewable impression reasons |
Tagging speed | Ad speed Tagging speed |
Creative load time Note: Some impressions may not have ad speed or latency data associated with them. | Ad speed Creative load time |
Page navigation to tag loaded time You can directly influence this metric by loading tags sooner to reduce user-visible latency. | Ad speed Tagging speed |
Tag loaded to first ad request time You can directly influence this metric by making ad requests sooner to reduce user-visible latency. | Ad speed Tagging speed |
Page navigation to first ad request time
The percentages of elapsed time ranges from when the user navigated to the page to the first ad request. | Ad speed Tagging speed |
Slot never entered viewport
The percentage of impressions that were non-viewable because the ad slot never entered the viewport. | Ad speed Non-viewable impression reasons |
User scrolled/navigated before
The percentage of impressions that were non-viewable because either the user either scrolled before the ad filled, scrolled/navigated before the ad loaded, or scrolled/navigated before 1 second. Each of these reasons is broken down into its own metric. | Ad speed Non-viewable impression reasons |
Other non-viewable impression reasons
The percentage of impressions that were non-viewable for reasons other than:
| Ad speed Non-viewable impression reasons |
AdSense impressions Total impressions delivered by AdSense. |
Historical AdSense |
AdSense clicks Total clicks delivered by AdSense. |
Historical AdSense |
AdSense targeted impressions (Deprecated) Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values. |
Historical AdSense |
AdSense targeted clicks (Deprecated) Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values. |
Historical AdSense |
AdSense CTR Formula: (AdSense clicks ∕ AdSense impressions) × 100 |
Historical AdSense |
AdSense revenue Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone. |
Historical AdSense |
AdSense average eCPM The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation. |
Historical AdSense |
AdSense impressions (%) Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered. |
Historical AdSense |
AdSense clicks (%) Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered. |
Historical AdSense |
AdSense revenue (%) Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue. |
Historical AdSense |
AdSense responses served Ad requests that were filled by AdSense ads. | Historical AdSense |
ARPU
Average revenue per active user (ARPU) is the total revenue generated on average from each active user. | Analytics Analytics revenue |
ARPPU
Average revenue per paying user (ARPPU) is the total purchase revenue per active user who made a purchase. The summary metric is for the time period selected. | Analytics Analytics revenue |
eCommerce revenue
Revenue from eCommerce transactions. | Analytics Total Analytics revenue |
In-app purchase revenue
Revenue from in-app purchases. | Analytics Total Analytics revenue |
Transaction revenue
The total revenue from all transactions. | Analytics Total Analytics revenue |
eCPM Formula: (Revenue metric ∕ impressions) × 1000 | Analytics Analytics revenue |
Revenue | Analytics Analytics revenue |
Ad exposure duration
The amount of time an ad was visible to users. Formula: Ad exposure time ∕ user engagement duration | Analytics Analytics sessions |
Ad unit exposure duration
The amount of time an ad unit was visible to users. Formula: Ad unit exposure time ∕ user engagement duration | Analytics Analytics sessions |
Average engagement time per session | Analytics Analytics sessions |
Average session duration
The average length of user sessions in seconds. | Analytics Analytics sessions |
Engaged sessions | Analytics Analytics sessions |
Sessions
The number of sessions that began on your website or application. | Analytics Analytics sessions |
1-day active users | Analytics Analytics users |
7-day active users | Analytics Analytics users |
30-day active users
The number of unique users of your site or app within a 30-day period. | Analytics Analytics users |
Average engagement time per user | Analytics Analytics users |
Engaged sessions per user
Engaged sessions ∕ 1-day active users | Analytics Analytics users |
Retention
The total number of repeat users. Formula: 1-day active users ∕ Total users | Analytics Analytics users |
User engagement duration
The total user engagement duration for the current period. | Analytics Analytics users |
Views per user
The average number of mobile app screens or web pages viewed per user. | Analytics Analytics users |
Bids The number of bids associated with the selected dimensions. | Historical Bids (Beta) |
Average bid CPM The average CPM associated with these bids. | Historical Bids (Beta) |
Deals bid requests (Beta) | Historical Bids (Beta) |
Deals bids (Beta) | Historical Bids (Beta) |
Deals bid rate (Beta) Formula: Bid rate (Bids / Bid requests) | Historical Bids (Beta) |
Deals win rate (Beta) Formula: Win rate (Winning bids / Bids) | Historical Bids (Beta) |
Deals winning bids (Beta)
Number of bids that win for each deal. For in-stream video, includes ads returned within fallback chains. Not tracked for Programmatic Guaranteed deals (shows as zero for those deals). | Historical Bids (Beta) |
View-through conversions (Deprecated) Reports only historical data after its deprecation on February 22, 2024. For a view-through conversion to be counted, all of the following conditions must be met:
| Historical Conversions |
Conversions per thousand impressions (Deprecated) Reports only historical data after its deprecation on February 22, 2024. | Historical Conversions |
Click-through conversions (Deprecated) Number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's clicked on an ad. Reports only historical data after its deprecation on February 22, 2024. Clicks are considered to be a stronger indication of viewer interest than impressions. Ad Manager first checks whether a click-through conversion can be counted. If it can, no view-through conversion is counted for this activity call. For a click-through conversion to be counted, the user click must be within the lookback window for clicks. | Historical Conversions |
Conversions per click (Deprecated) Reports only historical data after its deprecation on February 22, 2024. | Historical Conversions |
Advertiser view-through sales (Deprecated) Reports only historical data after its deprecation on February 22, 2024. | Historical Conversions |
Advertiser click-through sales (Deprecated) Reports only historical data after its deprecation on February 22, 2024. | Historical Conversions |
Total conversions (Deprecated) Reports only historical data after its deprecation on February 22, 2024. | Historical Conversions |
Total advertiser sales (Deprecated) Reports only historical data after its deprecation on February 22, 2024. Formula: Total revenue = Advertiser view-through sales + Advertiser click-through sales | Historical Conversions |
Eligible impressions Total number of impressions that meet all criteria to be served by an Ad Exchange line item (for more information, see Dynamic allocation). An eligible ad request trying to serve an impression can make requests to different inventory sources, such as Ad Manager for reservation/remnant ads, and Ad Exchange for dynamic allocation. An ad request to Ad Exchange may not get filled due to various reasons (such as no buyer bids, filtered bids due to a buyer's pre-targeting, bids under the price floor, or blocking). When dynamic allocation sends the request back to Ad Manager, it may be the case that no reservation/remnant ad is selected by the ad server (for example, if the SI is on or ahead of schedule, or there's a lack of remnant line items targeting a given inventory section); in this case, the ad request goes unfilled. In this scenario, a single eligible request can generate two or even more unfilled competing impressions. | Historical Dynamic allocation opportunity |
Impressions competing Number of Ad Manager impressions that have competed in Ad Exchange and resulted in an impression from Ad Manager or Ad Exchange. This metric excludes Ad Exchange requests that matched in the Ad Exchange auction, but didn't result in impressions. There might be more eligible impressions than competing impressions for inventory because of how Ad Manager and Ad Exchange compete in dynamic allocation. | Historical Dynamic allocation opportunity |
Impressions not competing Total "eligible Ad Exchange impressions" for the network minus "impressions competing in Ad Exchange" for the network. | Historical Dynamic allocation opportunity |
Impressions not competing (%) Impressions not competing expressed as a percentage of total eligible impressions. | Historical Dynamic allocation opportunity |
Dynamic allocation saturation rate Total number of dynamic allocation queries sent to Ad Exchange over the total number of eligible queries. To increase the value of Ad Exchange and dynamic allocation, the saturation rate should be as close to 100% as possible. | Historical Dynamic allocation opportunity |
Dynamic allocation match rate Total number of impressions won by an Ad Exchange line item, regardless of whether there was a competing line item. | Historical Dynamic allocation opportunity |
Unfilled competing impressions Number of queries sent to Ad Exchange for the network, where Ad Exchange did not win the impression. | Historical Dynamic allocation opportunity |
EEA & UK traffic rate (Deprecated) | Privacy & messaging European regulations messages |
European regulations messages shown | Privacy & messaging European regulations messages |
European regulations consent rate Formula: (Messages where the user consented to all purposes and vendors) / (European regulations messages with an outcome) Includes instances where the user clicked "Consent" and where the user consented to all options in the custom consent flow. The denominator excludes messages without an outcome. | Privacy & messaging European regulations messages |
European regulations NPA rate (Discontinued) | Privacy & messaging European regulations messages |
European regulations no consent rate Includes instances where the user clicked "Do not consent" and where the user rejected all options in the custom consent flow. The denominator excludes messages without any outcome. | Privacy & messaging European regulations messages |
European regulations custom consent rate Excludes instances where the user consented or rejected all purposes and vendors. The denominator excludes messages without any outcome. Note: The "Manage options" text is customizable and may be named something different in your message. | Privacy & messaging European regulations messages |
IDFA explainers shown
Number of times IDFA explainer messages were shown to users. | Privacy & messaging IDFA messages |
IDFA no decision
Number of IDFA explainer messages where the user didn’t choose anything. | Privacy & messaging IDFA messages |
IDFA IAB messages shown
Number of times a European regulations message was shown immediately before the iOS ATT alert. | Privacy & messaging IDFA messages |
IDFA ATT alerts shown
Number of iOS ATT alerts that were triggered by an IDFA message. | Privacy & messaging IDFA messages |
IDFA ATT consent
Number of iOS ATT alerts triggered by the IDFA message where the user chose to allow tracking. | Privacy & messaging IDFA messages |
IDFA ATT decline consent
Number of iOS ATT alerts triggered by the IDFA message where the user chose to deny tracking. | Privacy & messaging IDFA messages |
IDFA ATT consent rate | Privacy & messaging IDFA messages |
IDFA ATT decline rate | Privacy & messaging IDFA messages |
Invoiced impressions In certain instances, this metric may have minor discrepancies with your invoice due to delayed impressions, spam filtering, etc. If your network has any free impressions, they are still counted in this metric. Filled impressions are invoiced differently based on the inventory involved:
Available to Google Ad Manager 360 publishers and by request to Ad Manager publishers.
| Historical Invoiced impressions |
Invoiced unfilled impressions Only available in Google Ad Manager 360.
| Historical Invoiced impressions |
Mediation chains filled (Beta) This metric is counted when the mobile client pings Ad Manager that an ad was delivered. The ping is occasionally delayed or lost. Only filled mediation chains are counted as code serves and responses served.
Learn more about Mediation. | Historical Mediation chain |
Mediation chains served Note that in Reporting we define a Mediation chain as a response to a GMA SDK request with:
Learn more about mediation. | Historical Mediation chain |
Mediation fill rate
Formula: Mediation chain impressions ∕ (Mediation chain impressions + Mediation passbacks) Mediation chain impressions refer to impressions served using a Mediation chain. Value is "Unavailable" when no impressions or passbacks have served. Learn more about mediation. | Historical Mediation chain |
Mediation passbacks This metric is counted when the mobile client pings Ad Manager that an ad network passed back. The ping is occasionally delayed or lost.
Learn more about mediation. | Historical Mediation chain |
Estimated revenue from all sources (Beta) Note:
| Privacy & messaging Offerwall messages |
Offerwall messages shown (Beta)
Number of Offerwall messages shown to users. | Privacy & messaging Offerwall messages |
Offerwall bounce ratio (Deprecated)
The number of messages where entitlement wasn’t achieved divided by the number of messages shown. | Privacy & messaging Offerwall messages |
Post-offerwall page views (Beta)
The number of pages viewed by users after gaining an entitlement. Only counts pages included for Offerwall. | Privacy & messaging Offerwall messages |
Offerwall successful engagement (Beta)
The number of messages where the user gained an entitlement. | Privacy & messaging Offerwall messages |
Host impressions Total impressions for the host publisher. | Historical, Partner finance Partner management |
Host clicks
Total clicks for the host publisher. | Historical Partner management |
Host CTR Formula: (Clicks ∕ Impressions) × 100 | Historical Partner management |
Host revenue Your share of revenue as the Ad manager network host. It’s the total host revenue earned, calculated in your network’s currency, for the ads delivered by the Google Ad Manager server. The amount represented on a single row is your share of revenue after distributing revenue share to your partners. | Partner finance, Technical ad delivery (Beta) Partner management |
Host eCPM The average effective cost per thousand impressions the host publisher earned from ads that served to its websites and apps. | Partner finance Partner management |
Partner revenue The partner publisher’s share of revenue pre-reconciliation, as calculated by the financial terms to which it belongs. | Partner finance, Technical ad delivery (Beta) Partner management |
Partner eCPM The average effective cost per thousand impressions the partner publisher earned in its share of revenue. | Partner finance Partner management |
Partner impressions Total impressions for the partner publisher. For Track assignments, this value will be 0, and you should instead look at the "Host impressions" metric. | Historical Partner management |
Partner clicks Total clicks for the partner publisher. | Historical Partner management |
Partner CTR Formula: (Clicks ∕ Impressions) × 100 | Historical Partner management |
Gross revenue The partner publisher’s share of total revenue pre-reconciliation. | Historical, Partner finance Partner management |
Total monetizable content views | Historical Partner management |
Backup image impressions The number of times a backup image was served instead of the Rich Media creative. | Historical Studio viewership |
Total display time | Historical Studio viewership |
Average display time Formula: Rich Media average display time = Rich Media total display time ∕ Rich Media impressions | Historical Studio viewership |
Total expansions Number of times a rich media expanding ad reached an expanded state, and the total amount of time that the ad was in an expanded state. This event is counted only once per impression, while the time the ad remains in an expanded state is recorded as a total expansion time. If an expanding ad is expanded by a user for 10 seconds, and then expanded by the same user a second time for 10 seconds, the number of expansions is recorded as one, and the total expanding time is recorded as 20 seconds. | Historical Studio interaction |
Average expanding time Average amount of time, in seconds, that a rich media expanding ad is viewed in an expanded state. Any expansion times that exceed several minutes are capped. This rule prevents skewed results for average expansion time in reporting. | Historical Studio interaction |
Interaction time Total amount of time, in seconds, that a user interacted with a rich media ad. Formula: Rich media total interaction time = Rich media interaction time × Rich media interactive impressions | Historical Studio interaction |
Total interactions Total number of any non-impression events (exit links, movie loads, counter events, and timer events) that occurred when a user interacted with a rich media ad. This number is reached by adding up the sum of all counter events. | Historical Studio interaction |
Interaction rate Rate at which users interacted with a rich media ad. Formula: Rich media interaction rate = Rich media interactive impressions ∕ Rich media impressions | Historical Studio interaction |
Average interaction time Average time, in seconds, that a user actively engages with an ad. For example, users could place their cursor over a game-like ad in order to scroll, click or otherwise interact with the ad for a prolonged period. Formula: Rich media average interaction time = Rich media total interaction time ∕ Rich media interactive impressions | Historical Studio interaction |
Interactive impressions Number of rich media line item impressions that result in user interaction. | Historical Studio interaction |
Manual closes Number of times that a user manually closed a floating, pop-up, expanding, in-page with pop-up, or in-page with floating ad. This metric isn't automatically tracked by rich media. You must ask your ad designer to add the necessary event function to a close button in order for this metric to be tracked. | Historical Studio interaction |
Full-screen impressions Measures the impression only once when a user opens an ad in full screen mode. | Historical Studio interaction |
Total video interactions Number of times that a user clicks on the graphical controls of a video player. This metric is recorded by measuring any changes to the video play experience other than auto-play and auto-complete. | Historical Studio video metrics |
Video interaction rate Ratio of video interactions to video plays. Formula: Video interactions ∕ Video plays | Historical Studio video metrics |
Plays Number of times that a video is played. | Historical Studio video metrics |
Replays Number of times that a video is restarted. | Historical Studio video metrics |
Stops Number of times that a video is stopped. | Historical Studio video metrics |
View rate Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66. A video length value must exist for this metric to be calculated. Studio automatically detects the value, or it can be manually entered in Ad Manager. | Historical Studio video metrics |
Custom event - count Number of times that a user interacts with any part of a rich media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured in ad development can be recorded as a counter. The default aggregation is one event per impression (except for exit links, which are counted every time). For example, 100 users expand an expanding ad. The number of expanding counters is 100, regardless of how many times a user expanded the ad. Developers can override the aggregation of counters to allow them to track multiple times within a single impression. | Historical Studio custom metrics |
Custom event - time Time during which a user views and interacts with a specified part of a rich media ad. A creative can have multiple timer events, each timed independently. This metric is presented per timer per impression. For example, if a timer is triggered twice, once for four seconds and once for six seconds, the report shows one timer event with a time of 10 seconds. Developers can override the aggregation of timers to allow them to track multiple times within a single impression. | Historical Studio custom metrics |
Forecasted impressions Total number of projected impressions, including those that have been reserved by existing line items. This metric can also include some unavailable impressions that aren't shown in interactive forecasting. | Future sell-through Sell-through |
Available impressions Number of forecasted impressions that are not reserved by existing line items. | Future sell-through Sell-through |
Reserved impressions Number of forecasted impressions that have been reserved by existing line items. | Future sell-through Sell-through |
Sell-through rate | Future sell-through Sell-through |
Total impressions
The "Total impressions" metric does not count impressions served by companion ads. To include the number of impressions served by companion in your report, add the "Master and Companion creative" dimension available in Historical report type. | Historical, Technical ad delivery (Beta) Total |
Total code served count If this metric is broken down or filtered by Line item, Advertiser, Order, Line item type, and any unsupported dimension, the results could be incomplete. Using these combinations can cause all reservation impressions to be reported as "0", "unknown", or "-". The supported dimensions that can be combined with the ones listed above are: Ad unit, Placement, Creative, Creative size, Creative type, App names, Devices, Inventory types, and Device category.
For delayed-impression requests, the code served count value is generally more than the impressions value because code served count reflects Ad Manager responses regardless of whether a creative was actually rendered. For traditional display requests, pre-rendering creatives can also cause a discrepancy between code served count and impressions.
| Historical Total |
Total clicks Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange. | Historical Total |
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. | Historical, Technical ad delivery (Beta) Total |
Total CPM, CPC, CPD, and vCPM revenue Total amount of CPM, CPC, CPD and vCPM revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks. Secondary currencies are now supported for reports that include cost-per-day (CPD) revenue metrics. This change is retroactive, so you may see different results when comparing data from reports run before July 24, 2018.
| Historical Total |
Total average eCPM eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks. | Historical, Technical ad delivery (Beta) Total |
Total CTR Formula: (total clicks ∕ total impressions) × 100 |
Historical Total |
Unfilled impressions Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible. For traditional display requests: Formula: Total ad requests − Total code served count It’s important to understand that, even if all Unfilled impressions had served, it’s likely some of them would not have counted in reporting. Learn about how Ad Manager counts impressions Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible. | Historical, Partner finance Total, Partner management |
Total targeted impressions Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values. | Historical Total |
Total targeted clicks Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values. |
Historical Total |
Delivery indicator Formula: (% impression goal delivered ∕ % of time elapsed) If a sponsorship line item has a "Minimum quantity" defined, that quantity is used as the impression goal in the delivery indicator calculation. This metric is deprecated. Use the "Delivery indicator" Line item dimension attribute instead. | Historical Total |
Total Multiplex cell impressions (Deprecated) The number of times Multiplex ads (retired) begin to load for a user, counting a separate impression for each ad in the grid. For example, when a grid of four ads begins to load on three separate occasions, we count it as 12 impressions. | Historical Video viewership |
Total ad requests For optimized pods:
| Historical, Technical ad delivery (Beta) Total |
Total fill rate Formula: (# Total impressions) ∕ (# Total ad requests) | Historical Total |
Total responses served The total responses served to an ad request. | Historical Total |
Total unmatched ad requests Total requests where no ad was selected. Calculated from the unfilled time for optimized pods. | Historical Total |
In-app purchase transactions
Number of times in-app purchases occurred. | Analytics Total |
Transactions
The total number of transactions. | Analytics Total |
eCommerce transactions
The total number of eCommerce transactions. | Analytics Total |
Total unloaded impressions due to CPU Helps publishers understand the impact of Chrome ads intervention due to CPU usage. | Historical Total, Ad server, AdSense, Ad Exchange |
Total unloaded impressions due to network Helps publishers understand the impact of Chrome ads intervention due to network usage. | Historical Total, Ad server, AdSense, Ad Exchange |
Drop-off rate (Beta) Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count). | Historical Total |
Inactive begin to render impressions Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes). This metric applies only to CTV ads. The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions, Ad server unfiltered tracked ads, and Ad server unfiltered begin to render impressions. | Historical Total |
Total rewards | Historical Total |
Inventory shares (Beta) This metric counts the:
The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request. | Historical Total |
Inventory share partner unfilled opportunities (Beta) The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request. The number of opportunities for the host is always 0. This metric doesn't include client-side errors from the receiving partner. It only applies to opportunity and impression shares.
| Historical Total |
Total opportunities inferred | Historical Total |
Total mute eligible impressions | Historical Total |
Total muted impressions | Historical Total |
Total unique visitors Values include the total unique visitors per:
This metric is the result of de-duplication of individual users across many platforms. It's not limited to the number of web cookies or mobile identifiers (IDFAs & AdIDs) for in-app environments. | Reach Unique reach |
Total reach impressions The total impressions for unique audiences. | Reach Unique reach |
Average impressions / unique visitor The estimated total number of impressions attributed to each unique visitor your network reached. | Reach Unique reach |
California traffic rate (Discontinued) This metric has been deprecated; see US states traffic rate. | Privacy & messaging US state regulations messages |
US states traffic rate (Discontinued)
Rate of page views from US states with applicable privacy legislation. | Privacy & messaging US state regulations messages |
US states opt-out rate (Deprecated) Formula: (Privacy legislation opt-outs)/(US state regulations messages shown) | Privacy & messaging US state regulations messages |
US states messages shown
Number of times a US state regulations message was shown to users. | Privacy & messaging US state regulations messages |
Start Number of times that a video is started. | Historical Video viewership |
First quartile Number of times that a video plays to 25% of its length. | Historical Video viewership |
Midpoint Number of times that a video is played until the middle of its view length. | Historical Studio video metrics, Video viewership |
Third quartile Number of times that a video plays to 75% of its length. | Historical Video viewership |
Complete Number of times that a video plays to its completion. | Historical Studio video metrics, Video viewership |
Average view rate Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66. This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Video viewership |
Average view time
Average time, in seconds, that a video is viewed per view. Formula: Total video view time ∕ Video starts For example, a 20-second video is viewed by one user for 20 seconds. A second user views the same video for only 10 seconds. The video view time is calculated as 15.00 seconds. If a user drags the scrubber (video timeline) backward or stops the video altogether, the video view time is stopped. For Rich Media creatives: Formula: Total video view time ∕ Video plays This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Studio video metrics, Video viewership |
Completion rate Percentage of times the video played to the end. Video completes / Video starts | Historical Video viewership |
Total error count Number of times an error occurred, such as a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions. | Historical Video viewership |
Total error rate Formula: Total error count ∕ (Total error count + Total impressions) | Historical Video viewership |
Video length Applicable to advertiser-hosted Programmatic Guaranteed or Preferred Deal programmatic video creatives only, this metric will report the "Max duration (seconds)" value set in the corresponding line item. | Historical Video viewership |
Skip button shown Number of times the "skip" button was shown (the skip button is shown 5 seconds after a skippable ad starts). | Historical Video viewership |
Engaged view Number of times the ad was viewed to completion. For VAST 3 or 4, a completion occurs either when the user reaches the end of the ad, or reaches the "Skippable view time" defined in your network settings, whichever comes first. This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Video viewership |
View-through rate This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Video viewership |
Auto-plays Number of times video ads play automatically. To implement auto-play metrics in your player, set the autoPlayAdBreaks parameter using the SDK.
The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement. Note that Auto-plays is incompatible with Ad Exchange impressions. Although Auto-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty. | Historical Video viewership Accredited by the MRC for Video creatives within Connected TV (CTV), Desktop, Mobile Web, and Mobile application environments. |
Click-to-plays Number of times video ads have played when clicked. This is the default behavior of video ads. The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement. Note that Click-to-plays is incompatible with Ad Exchange impressions. Although Click-to-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty. | Historical Video viewership Accredited by the MRC for Video creatives within Connected TV (CTV), Desktop, Mobile Web, and Mobile application environments. |
Pause Number of times a user paused the video ad. | Historical Studio video metrics, Video interaction |
Resume Number of times the user unpaused the video. | Historical Video interaction |
Rewind Number of times a user rewinds the video. | Historical Video interaction |
Mute Note: The "Mute" count may be higher than "Start" count for video. This can happen when, for example, first mute is triggered by the SDK via
adsManager.setVolume(0) prior to the ad loading. | Historical Studio video metrics, Video interaction |
Unmute Number of times that a video is unmuted after starting the mute state. | Historical Studio video metrics, Video interaction |
Collapse Number of times a user collapses a video, either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player. | Historical Video interaction |
Expand
Average time, in seconds, that an expanding ad is viewed in an expanded state. Any expansion times that exceed several minutes are capped. Extended expansion time can occur when a user opens an expanding ad without collapsing the ad or closing the browser. This cap rule prevents skewed results for average display time in reporting. While this event is counted only once per impression, the time that the ad remains in an expanded state is recorded as the total expansion time. For example, if a user expands an expanding ad for 10 seconds, and then the same user expands the ad a second time for 10 seconds, the number of expansions is recorded as one, and the total expansion time is recorded as 20 seconds. | Historical Video interaction |
Full screen Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player. | Historical Video interaction |
Skips Number of times an ad was skipped. | Historical Video interaction |
Average interaction rate | Historical Video interaction |
VAST error count The number of times a specific VAST video error is encountered. Learn more about VAST video error codes. | Historical Video errors |
TrueView views (Beta) Shows values for Ad Exchange traffic only. This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Video viewership |
TrueView skip rate (Beta) Shows values for Ad Exchange traffic only. Formula: TrueView skip rate = Skips ∕ Skippable ad impressions This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Historical Video viewership |
TrueView VTR (Beta) Shows values for Ad Exchange traffic only. Formula: TrueView VTR = TrueView Views ∕ TrueView ad impressions | Historical Video viewership |
Yield group impressions Number of matched yield group requests where a yield partner delivered their ad to publisher inventory.
| Historical Yield group |
Yield group estimated CPM The estimated net rate for yield groups or individual yield group partners.
| Historical Yield group |
Yield group estimated revenue Formula: Yield group estimated CPM × Impressions ∕ 1000 | Historical Yield group |
Yield group callouts Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. This report metric can be affected by exchange quotas, which regulate how many requests they want to receive from Ad Manager, or the exchange's pretargeting configuration. Because video pods can lead to multiple bid requests sent to third-party buyers, publishers shouldn't expect these values to match the available impressions values for third-party buyers. | Historical Yield group |
Yield group successful responses Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Historical Yield group |
Yield group bids Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Historical Yield group |
Yield group bids in auction Some bids may be filtered out before the auction runs if the bidder's response omits required fields or contains a creative that violates Google's policies. Learn more about policies and enforcement. Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Historical Yield group |
Yield group auctions won Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Historical Yield group |
Mediation third-party eCPM
Revenue per thousand impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Formula: (Third-party earnings ∕ Third-party impressions) × 1000 | Historical Yield group |
Mediation third-party impressions (Deprecated) The number of impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group impressions may occur if an ad unit is targeted via multiple platforms. | Historical Yield group |
Mediation third-party revenue (Deprecated) The total revenue from mediation impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group estimated revenue may occur if an ad unit is targeted via multiple platforms. | Historical |
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