The Ads Activity report supports several user metrics that are correlated with ads performance. Supported user metrics have a component that includes active users (AU), ad viewers (AV), or both. To view user metrics in the Ads Activity report, you must link your app to a Firebase project.
The table below outlines all supported user metrics in the Ads Activity report and their user metric components.
|
Metric |
Definition |
User metric components |
|---|---|---|
|
Active users (AU) |
The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date. |
AU |
|
Ad viewers (AV) |
The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date. Note: The number of AVs must meet a minimum threshold before data can be shown. This means you may see zero AV even when the number of impressions is not zero. |
AV |
|
Ad viewer rate |
The percent of active users who have viewed ads. It’s calculated by:
|
AU & AV |
|
Ads ARPV |
The average revenue per viewer (ARPV) from ad revenue. It’s calculated by:
Important: This metric only includes Google Analytics integrated earnings. |
AV |
|
Ads ARPU |
The average revenue per user (ARPU) from ad revenue. It’s calculated by:
ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. Important: This metric only includes Google Analytics integrated earnings. |
AU |
|
Imps / AU |
The average number of ads seen by an active user. It’s calculated by:
This is sometimes known as ad density or ad load. Important: This metric only includes Google Analytics integrated impressions. |
AU |
|
Imps / AV |
The average number of ads seen by an ad viewer. It’s calculated by:
Important: This metric only includes Google Analytics integrated impressions. |
AV |
Google Analytics Integrated Data
User metrics reported in AdMob are calculated only using data from apps linked to Firebase that can be attributed to an active user tracked by Google Analytics. We refer to this data as “Google Analytics integrated” (GA4 integrated).
Example
There are several instances where active users may not have GA4 integrated data:
- Users of apps not linked to Firebase
- Users that do not provide analytics consent
To ensure user metrics are not inflated, user metrics calculated from earnings or impressions do not use values from AdMob but instead use GA4 integrated values. For example:
- Imps / AV may not precisely match impressions divided by ad viewers (AV). It’s likely only a subset of impressions may be GA4 integrated.
- Ads ARPU may not precisely match estimated earnings divided by active users (AU). It’s likely only a subset of estimated earnings may be GA4 integrated.
Example
Metric breakdowns
When selecting metrics and dimensions together, the metrics are broken down by the selected dimensions into different rows. For example, if an app has 100 impressions over the last 7 days, selecting the "impressions" metric alongside the "format" dimension can produce the following breakdown.
|
Format |
Impressions |
|---|---|
|
App open |
50 |
|
Rewarded |
50 |
Breakdowns for user metrics are applied differently depending on the metric components and dimensions selected. If a user metric has an active user component, this component will not be broken down by dimensions tied to viewing ads.
|
Dimension Type |
Dimensions |
Breakdown behavior |
|---|---|---|
|
Not tied to viewing ads |
|
Breakdown all metric components |
|
Tied to viewing ads |
|
Breakdown all metric components except AU Impacted metrics
|
|
Unsupported |
|
No compatibility. These dimensions cannot be selected with user metrics. |
Breakdown Example