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Using your Ads Activity report (Beta)

The Ads Activity report is a centralized view of your ads performance. It combines the data, metrics, and dimensions from the AdMob Network report, Mediation report, and Bidding report into a single, unified report. Use this report to understand how the AdMob Network, waterfall ad sources, and bidding ad sources are performing without having to switch between reports. 

The Ads Activity report can be used as a standalone report, or you can make changes to its filters, dimensions, and metrics and save it as a new report.

The Ads Activity report breaks down the ad sources that are included in the AdMob Network. This means that when you select the ad source dimension, you'll see new ad sources including "Google (Google Ads, Display & Video 360)" and several new third-party bidding sources. 

These new third-party bidding sources are automatically added to your account and require no additional setup. You can view them in your Ad source page as well as the Ads Activity report. 

Learn more about the types of bidding ad sources available

Filters

The following filters are available for this report:

  • App: View the ads activity report for the selected apps. 
  • Ad unit: View the ads activity report for the selected ad units. 
  • Country: View the ads activity report for the selected countries. 
  • Format: View the ads activity report for the selected ad formats (e.g., banner, interstitial).
  • Ad source: View the ads activity report for the selected ad sources.
  • Mediation group: View the ads activity report for the selected mediation groups.

Dimensions

The following dimensions are available for this report:

  • App: View performance by app.
  • Ad unit: View performance for individual ad units.
  • Country: View performance broken down by country of visitors that have viewed ads on your app.
  • Date: View performance by date.
  • Format: View performance by ad format (e.g., banner, interstitial).
  • Ad source: View performance by ad source. Ad source measures mediation traffic, and it can include direct sales, custom events, house ads, or third-party ad networks.
  • Ad source instance: View performance across the unique instances of each ad source that appear in this report. May include instances of the AdMob Network, third-party ad sources, custom events, direct sold campaigns, and other ad sources.
  • Ad type: View performance by ad type (e.g., text, image).
  • App version: View performance by app version. App versions distinguish each of your app updates. Note: App version data is not available in AdMob reporting prior to July 19, 2020. 
  • GMA SDK: View performance by the Google Mobile Ads SDK version integrated into the app. Note: Currently, only the Google Mobile Ads SDK for iOS is supported.
  • Hour: View performance by hour. 
  • Mediation A/B test: View performance by mediation A/B test. 
  • Mediation group: View performance by mediation group.
  • Month: View performance by month.
  • Operating system: View performance by the device operating system and version number.
  • Platform: View performance broken down by device platform (e.g., Android or iOS).
  • Serving restriction: View performance by comparing personalized ads to non-personalized ads, and understand which restrictions lead to ads not being personalized.
  • Variant: View performance by mediation A/B test variant. 
  • Week: View performance by week.

Metrics

The following metrics are available for this report.

Est. earnings

Your earnings accrued for the selected date range. Includes revenue from the AdMob Network, optimized third-party ad networks, and bidding ad sources.

AdMob estimates earnings proportionally based on the number of impressions each ad unit receives. This eliminates double counting revenue when ad unit mapping is reused across multiple ad units. Learn more about how estimated earnings are reported.

This amount is an estimate that is subject to change.

Note: You may see discrepancies between the revenue data reported on AdMob’s reports and the revenue data reported on your third-party ad networks.

Observed eCPM

A third-party ad network's estimated average eCPM calculated using historical revenue data.

Observed eCPM will only be shown for optimized third-party ad networks.

The value in the "Total" row of the table is an average of all the values in the Observed eCPM column.

AdMob estimates the third-party revenue based on information retrieved from the optimized third-party ad networks.

Requests

The number of times your app or ad unit requests an ad. Requests are counted even if no ads are returned. If the request is sent to more than one ad source in the mediation waterfall, it’s only counted once.

Note: AdMob reports requests differently based on the dimensions you select.

When the ad source or ad source instance dimension is applied 

This is the number of times each ad source received a request. Some of these requests may be counted more than once as the request moves through the mediation waterfall. For example, a single request made to Network A, Network B, and Network C in the mediation stack will be counted 3 times. 

The summary row in the report shows:

  • Unique ad unit requests: The total number of unique attempts to request an ad. This number doesn't count the same request multiple times. 
    Example: A single request made to Network A, Network B, and Network C in the mediation waterfall will only be counted 1 time
  • Total ad source requests: The number of times your app or ad unit sent a request to an ad source. Requests are counted even if no ads are returned. If you’ve included an ad source multiple times in a mediation group, some of these requests may be counted more than once as the request moves through the mediation waterfall. 

When the mediation group dimension is applied 

This is the number of ad requests sent to a mediation group. A request is counted when it’s sent to any of the ad sources in a mediation group. The request is only counted once per mediation group, even if the request moves through the mediation waterfall. 

The summary row in the report shows:

  • Unique ad unit requests: The total number of unique attempts to request an ad. This number doesn't count the same request multiple times. 
    Example: A single request made to Network A, Network B, and Network C in the mediation waterfall will only be counted 1 time
  • Total mediation group requests: The number of ad requests sent to a mediation group. 

A request is counted when it’s sent to any of the ad sources in a mediation group. If the request is sent to multiple ad sources in the mediation group, it’s only counted once. 

Note: Total mediation group requests can be lower than unique ad unit requests due to your mediation group targeting criteria. For example, if you set all your mediation groups to target only countries in Europe, an ad request generated in Asia wouldn’t be sent to any of your mediation groups.   

Match rate (%)

The percentage of ad requests that received a response from an ad source. It's calculated by dividing matched requests by requests:

(Matched requests / Requests) * 100%

Matched requests

The number of ads returned by an ad source in response to ad requests. Not all matched requests result in an impression.

For bidding ad sources, matched requests is the number of times an ad source wins the bidding auction and the waterfall (if applicable), and returns an ad to the app. 

For waterfall ad sources, matched requests is the number of times an ad source is called in the mediation waterfall and returns an ad to the app.

Show rate (%)

The percentage of returned ads that were displayed in the app to the user. It's calculated by dividing impressions by matched requests:

(Impressions / Matched requests) * 100%

For example, if the total number of Matched requests is 80, but your app only shows 60 of these, then the app’s Show rate will be 75%.

Impressions

The total number of ads shown to users.

CTR (%)

Impression clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. It's calculated by dividing clicks by impressions:

(Clicks / Impressions) * 100%

For example, if your ad received 20 clicks out of 1,000 impressions, the Impressions CTR would be 2%.

Clicks

The number of times users click an ad.

Why it matters: Clicks can help you understand how well an ad appeals to people who see it. If you know how many people are clicking an ad relative to how many people are seeing it (impressions), you can gauge the ad's success.

Bid requests

The number of requests made to a bidding ad source.

Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.

Bids in auction

The number of bids submitted by the ad source that participated in bidding auctions. 

Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types. 

Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.

Bids in auction (%)

The percentage of bids that participated in bidding auctions. It’s calculated by dividing bids in auction by bid requests:

Bids in auction / Bid requests

Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.

Winning bids

The number of bids that won a bidding auction.

Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.

Winning bids (%)

The percentage of bids that won a bidding auction. It’s calculated by dividing winning bids by bids in auction:
Winning bids / Bids in auction
Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.
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