Using the app overview dashboard

Overview of AdMob dashboards

Dashboards in AdMob provide you with a day-to-day overview of the activity in your account. They include all of the most important information about your apps and campaigns, in one place, organised into cards of data. The dashboards can show you trends in app revenue and usage and give you insights into your overall success using AdMob. Reviewing your dashboards each day can help you identify which strategies are working for your apps and users and which areas may need attention. They’re a good way to measure the overall health of your account.

There are two types of dashboards in AdMob: the home dashboard and the app overview dashboard.

Dashboards aren’t meant to be a replacement for reports. Instead, they’re an extra way to view information about your account. For more in-depth data, click the links on the individual cards in your dashboards to view the related reports. 

Your AdMob app overview dashboard

The app overview dashboard can be used to learn more about a specific app in your AdMob account. To view your app overview dashboard, click Apps in the sidebar. Select the name of your app, then click App overview in the sidebar. 

Estimated AdMob Network earnings

The Estimated AdMob Network earnings card provides an at-a-glance view of your earnings for ads served from the AdMob Network to the selected app. This card provides earnings calculations for a range of time periods compared side by side:

  • Today so far
  • Yesterday
  • This month so far
  • Last month
Estimated total revenue

How to use this card

The Estimated total revenue card gives you an overview of the estimated revenue that the selected app has earned for the selected date range through various channels. Estimated revenue data may be obtained from multiple sources, including Google Analytics for Firebase and AdMob mediation. 

Each wide bar in the graph illustrates data for the currently selected date range, while the thinner bars shaded with diagonal lines provide a period-over-period comparison for each revenue channel. You can hover your mouse over any of the bars to find out more about their values.

Revenue channels found in this card

  • AdMob Network: Your estimated AdMob Network earnings for the selected app.
  • Mediation (observed): Your estimated earnings from all AdMob mediated ad networks targeting the selected app.
  • In-app purchase: Your estimated earnings from in-app-purchases in the selected app, provided by Google Analytics for Firebase. Example: extra items, lives or gold.
  • eCommerce: Your estimated eCommerce earnings in the selected app, provided by Google Analytics for Firebase. Example: goods ordered for real-world delivery.
User metrics

How to use this card

The User metrics card can be used to understand aggregated user behaviour in the selected app. Estimated revenue data may be obtained from multiple sources, including Google Analytics for Firebase and AdMob mediation. The line graph beside each metric gives you a visual snapshot of how the value has changed over time. 

Metrics found in this card

  • Sessions / user: Total number of sessions over the selected date range divided by the number of active users.
  • Avg. session duration: Total engagement over the selected date range divided by the number of sessions.
  • Active users: The number of active users over the selected date range for the selected app.
  • ARPU: Average revenue per user (ARPU). ARPU is the sum of estimated AdMob Network earnings, ecommerce_purchase event values and in_app_purchase event values.
  • ARPPU: Average revenue per paying user (ARPPU). ARPPU is the sum of estimated ecommerce_purchase and in_app_purchase event values.
  • Retention: The percentage of users who installed the selected app at the beginning of the selected date range and visited your app at the end of the selected date range.

Data consistency between AdMob & Firebase

Although AdMob is the direct source of ads performance and revenue metrics shown in the user metrics card in the home dashboard and Google Analytics for Firebase, there may still be discrepancies. These discrepancies may be caused by a few different reasons:

  • Users running previous versions of your app: If some users are running versions of your app that use AdMob, but don't use Google Analytics for Firebase (or if you’re using versions of the Mobile Ads or Analytics SDKs which pre-date the integration between the two products), then AdMob will be aware of some impressions, clicks and revenue that are unknown to Google Analytics for Firebase.
  • Difference in reporting time zone: If your reporting time zone in AdMob isn't aligned with the reporting time zone in Google Analytics for Firebase, the metrics for some calendar days may not match. Ensure your AdMob time zone matches the time one in your Firebase account for maximum reporting consistency. Your AdMob reporting time zone can be updated by changing your AdSense account time zone.
  • Differences in data collection & processing: Google Analytics for Firebase data is collected and processed at slightly different times and using a different strategy than AdMob. Because of this, your user metrics may differ.
  • Mediated revenue: Although the Impressions, Clicks and Ad exposure metrics shown in Google Analytics for Firebase account for mediated ads, the Estimated Revenue metric shown in Google Analytics for Firebase only takes AdMob Network ads into account.
AdMob Network performance

How to use this card

The AdMob Network performance card gives you an overview of the estimated earnings and traffic that your ad units in the selected app have generated through the AdMob Network. The line graph beside each metric gives you a visual snapshot of how the value has changed over time. 

Metrics found in this card

  • Estimated earnings: Your earnings accrued so far for the selected app, based on Pacific Time (PT), from ads generated by the AdMob Network. This amount is an estimate that is subject to change when your earnings are verified for accuracy at the end of every month.
  • Requests: The total number of ad requests that the AdMob Network received from the selected app.
  • Impressions: The total number of ads from the AdMob Network viewed by users of the selected app.
  • Match rate: The percentage of requests from the selected app that were successfully matched to the AdMob Network in the mediation stack. It's calculated by dividing matched requests by successful ad network requests:

    Formula: Matched requests / Successful ad network requests

  • eCPM: The estimated earnings accrued for every 1000 impressions that an ad generated by the AdMob Network received from the selected app. eCPM doesn't represent how much an ad actually earned; rather, it's calculated by dividing estimated earnings by the number of impressions received, then multiplying by 1000.

    Formula: eCPM = ( Estimated earnings / # of impressions ) * 1000

    Example calculation

    If an ad earned an estimated £180 from 45,000 ad impressions, its eCPM would equal (£180 / 45,000) * 1000, or $4.00.

Top performing ad networks

How to use this card

The Ad mediation performance card measures the effectiveness of your mediation setup. It can show you which ad network and ad format combinations are performing well and the average eCPM of the ads being served.

Metrics found in this card

  • Total queries: The total number of unique requests to serve an ad that passed through your mediation stack. This number doesn't count single requests multiple times. Instead, each request is only counted once, regardless of how many networks receive that request as it moves through the mediation chain.


    A single request made to Network A, Network B and Network C in the mediation chain will only be counted once.

  • Total impressions: The total number of ads shown to users across all of your ad units and apps through mediation. Includes a period-over-period comparison.
  • Total match rate: The percentage of ad requests that were filled with an ad. It's calculated by dividing the total matched requests by the total unique requests
  • Network & format: The ad networks and ad formats that generated the queries and impressions in the card. 
  • Impressions (column): The total number of mediation-generated ads shown to users for each ad network/ad format combination in the card. Includes a period-over-period comparison.
  • eCPM: The average eCPM of the mediation-generated impressions for each ad network/ad format combination in the card. Includes a period-over-period comparison.

Ad unit performance

How to use this card

The Ad unit performance card gives you an overview of how your ad units across all of your apps are performing based on their AdMob Network estimated earnings. You can use the drop-down menu to sort the data in the card to show either your top performing ad units or the ad units with the largest change in revenue over time.

Sorting options found in this card

Top performers: When you select Top performers from the drop-down menu, the card shows your top-performing ad units for the selected time period along with their estimated earnings from the AdMob Network. Includes a period-over-period comparison.

Top & bottom movers: When you select Top & bottom movers from the drop-down menu, the card shows your ad units that saw the biggest change in estimated earnings from the AdMob Network during the selected period. Includes a period-over-period comparison.

  • Top movers are displayed in green text at the top half of the list. These are the ad units that showed the largest positive growth period over period.
  • Bottom movers are displayed in red text at the bottom half of the list. These are the ad units that showed the largest negative growth period over period.
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