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Learn more about the new AdMob rewarded ads

About your AdMob Network report

Your AdMob Network report displays data about your apps, income, and impressions. You can customize the report by selecting different metrics, dimensions, and filters.

Screenshot of the AdMob Network report showing the number of total impressions (in pink) over a date range.

Available report metrics

The following metrics are available in your AdMob Network report:

 

Ad requests

AdMob Network requests

The total number of your app's requests that resulted in actual ad serving requests being sent to the AdMob Network. AdMob Network requests that are filtered by certain platform features, such as AdMob Network optimization, will not be counted here.

Match rate

The percentage of ad requests that were filled with an ad. It's calculated by dividing matched requests by AdMob Network requests:

Matched requests / AdMob Network requests

For example, if an app’s Matched requests are equal to 40 and the total AdMob Network requests for the app is 50, then the app’s Match rate will be 80%.

 

Matched requests

The number of times an ad was served in response to a request from your app.

 

Earnings

AdMob Network request RPM

AdMob Network request revenue per 1,000 requests (RPM) represents the estimated earnings you'd accrue for every 1,000 requests to the AdMob Network generated by your app. It doesn't represent how much you have actually earned; rather, it's calculated by dividing your estimated earnings by the number of AdMob Network requests, then multiplying by 1,000. It's calculated by dividing estimated earnings by the number of requests, then multiplying by 1000:

(Estimated earnings / Number of requests) × 1000

For example, if you earned an estimated $0.15 from 25 requests, then the AdMob Network request RPM would equal ($0.15 / 25) × 1000, or $6.00. If you earned an estimated $180 from 45,000 requests, the AdMob Network request RPM would equal ($180 / 45000) × 1000, or $4.00.

RPM is a commonly used measure in advertising programs, and you may find it helpful for comparing revenue across different channels.

Impression RPM

Impression revenue per 1,000 impressions (RPM) represents the estimated earnings you'd accrue for every 1,000 impressions you receive. RPM doesn't represent how much you have actually earned; rather, it's calculated by dividing your estimated earnings by the number of impressions you received, then multiplying by 1,000. It's calculated by dividing estimated earnings by the number of page views, then multiplying by 1,000:

(Estimated earnings / Number of page views) × 1000

For example, if you earned an estimated $180 from 45,000 ad impressions, the Impression RPM would equal ($180 / 45000) × 1000, or $4.00.

RPM is a commonly used number in advertising programs, and you may find it helpful for comparing revenue across different channels.

Estimated earnings

Your account balance for the time period selected. This amount is an estimate that is subject to change when your earnings are verified at the end of every month.

 

Active View

Active View-eligible impressions

The total number of impressions that meet the requirements to measure viewability.

Viewability is defined by the Media Rating Council (MRC) to be 50% or more of the ad being on screen for at least 1 continuous second for display ads and 50% or more of the ad being on screen for at least 2 continuous seconds of video play for video ads. This has become the industry-wide standard for viewability.

Additionally, Active View-eligible impressions require one of the following Google Play Services SDKs:

  • Android: ≥ 4.4
  • iOS: ≥ 6.9.2 (currently limited to banners only)
Active View coverage is being distributed gradually for these SDKs. If it hasn't been fully enabled for your account yet, Active View-eligible impressions may number lower than the overall impressions than you might expect for your apps.
Measurable impressions

The total eligible impressions that were actually measurable with Active View. This number may be similar to the total number of Active View-eligible impressions.

Unmeasurable impressions can exist if an error occurs when the ad is loading or being viewed by the user. Additionally, mobile app traffic from DoubleClick Campaign Manager might not be measurable in some cases.
Viewable impressions

The number of measurable impressions that were also viewable.

Viewability is defined by the Media Rating Council (MRC) to be 50% or more of the ad being on screen for at least 1 continuous second for display ads and 50% or more of the ad being on screen for at least 2 continuous seconds of video play for video ads. This has become the industry-wide standard for viewability.

% Measurable impressions

The percentage of Active View-eligible impressions that were actually measurable with Active View. An impression is considered measurable when the Google Mobile Ads SDK successfully captures viewability information about it.

It's calculated by dividing measurable impressions by eligible impressions, then multiplying by 100:

(Measurable impressions / Eligible impressions) × 100

% Viewable impressions

The percentage of measurable Active View-eligible impressions that were also viewable.

It's calculated by dividing viewable impressions by measurable impressions, then multiplying by 100:

(Viewable impressions / Measurable impressions) × 100

 

User interaction

Impressions

The total number of ads shown to users of your 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

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%.

Clicks

The total number of times users click ads shown in your app.

Impressions 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

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

Change the displayed metrics

Not all available metrics are displayed in reports by default. You can use the Customize metrics button at the top of your report to select different metrics to display.

You must select 4-8 metrics to display in the report.

Complete the steps to change which metrics are shown in your report.

  1. While viewing your report, click the Customize metrics button at the top of the report page to open the list of available metrics.
  2. Use the checkboxes to select metrics. Metrics with checked boxes will appear in your report, while metrics with unchecked boxes will not be shown.
    You can use the blue links below the checkboxes to select preset groups of metrics.
  3. Click Apply. The selected metrics and data will be displayed.

Export your reporting data

You can export your complete report data as a .CSV file by clicking the Export button at the top of your report. Exported data will include all reporting metrics, but will be customized by the same filters and dimensions you've added to your report in AdMob.

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