Add metrics to your report tables

Metrics, along with filters and dimensions, determine what data is shown in your reports. They’re quantitative measurements of the values in your data that you can use to understand your earnings and traffic better.

The default reports found at the top of your Reports page contain different sets of metrics and dimensions. When you start a new report, it’s a good idea to consider these differences before deciding which report to start from.

Metrics can also be displayed in charts at the top of your reports. Each chart can display one metric, and you can add up to six charts to each report. Learn how to add a chart to a report

AdMob Network report metrics

The following metrics are available in the AdMob Network report. They're also included in the saved reports that were created by copying this report.

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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.

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 requests you received, then multiplying by 1,000:

(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 or page views you received, 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-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

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%.

Mediation report metrics

The following metrics are available in the Mediation report. They're also included in the saved reports that were created by copying this report.

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Requests

In the Mediation waterfall report table: The number of times your app has requested an ad through AdMob Mediation. Each mediation request counted here may represent multiple requests sent to different ad networks.

In the Mediation network report table: The total number of requests your app has made to each ad network.

Learn more about switching between Mediation report tables

Fill rate

Fill rate represents the number of times an ad was shown to users (impressions) compared to the number of times an ad was requested from a specific ad source (requests).

To view the Fill rate metric in your Mediation report:

  1. Add the Ad source dimension or the Ad source filter to the report. 
  2. Then, add the Fill rate metric to the report.
Rewarded queries

The number of times a rewarded video was requested.

Impressions

The total number of ads shown to users of your app.

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 using Clicks / Impressions.

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

Rewarded starts

The number of times users started to watch a rewarded video.

Rewarded completes

The number of times users completed watching a rewarded video.

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, weighted by impressions, of all the values in the Observed eCPM column.

Change the displayed metrics

Not all available metrics are displayed in reports by default. You can edit the Report table to select different metrics to display.

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

  1. While viewing your report, click  at the top of the Report table to open the list of available dimensions and metrics.
  2. Click the metrics you want to add or remove from your report. The selected metrics and data will be displayed in the report automatically.

 

Instructions for the previous version of AdMob

Legacy AdMob Network report metrics

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

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 requests you received, then multiplying by 1,000:

(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 or page views you received, 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.

Legacy Ad Mediation report metrics

Your Ad Mediation report displays data about the impact of your mediation setup. You can customize the report by selecting different metrics, dimensions, and filters. By default, the report is filtered by the Ad source dimension.

You can access your Ad Mediation report from the following locations:

AdMob (newest version)

  • Click Reports in the sidebar.
  • From an app's "Ad units" page, select ad units, click the View filtered report button, and select the Ad Mediation report option.


AdMob (previous version)

  • It can be found in the Performance reports section of the sidebar on the Monetize tab.
  • From an ad unit's mediation page, click the View mediation report button.
  • From an app's page in AdMob, select ad units, click the View filtered report button, and select the Ad Mediation report option.
 

Available report metrics

Several metrics are available to help you understand your mediation data.

Ad requests

Requests

Mediation waterfall report: The number of times your app has requested an ad through AdMob Mediation. Each mediation request counted here may represent multiple requests sent to different ad networks.

Mediation network report: The total number of requests your app has made to each ad network.

Learn more about switching between tables

Fill rate

To view the Fill rate metric, add the Ad source or Allocation dimensions to the report or filter the report by Ad source. This will change the table at the bottom of the report to the "Mediation Network" table where you will be able to view the fill rate for ad sources.

Learn more about switching between tables

Rewarded queries

The number of times a rewarded video was requested.

 

User interaction

Impressions

The total number of ads shown to users of your app.

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 using Clicks / Impressions.

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

Rewarded starts

The number of times users started to watch a rewarded video.

Rewarded completes

The number of times users completed watching a rewarded video.

Earnings

Observed eCPM

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

Observed eCPM will only be shown for ad networks which have ad network optimization (ANO) enabled. The value in the "Total" row of the table is an average of all the values in the Observed eCPM column.

 

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.
  3. Click Apply. The selected metrics and data will be displayed.

 

Switching between tables

The data displayed at the bottom of the Ad Mediation report is shown in two separate tables: the Mediation waterfall table and the Mediation network table. Only one table is displayed at a time, and the table you see is based on the dimensions and filters you select at the top of the report.

Mediation waterfall report table

This report table shows how AdMob is performing as a mediation platform for your apps. This is the default table. It includes information about requests, impressions, and clicks.

There are 2 totals shown in the mediation waterfall report table:

  • Total requests: The total number of ad requests seen by each ad network. Some of these requests may be counted more than once as the request moves through the mediation stack.

    Example: A single request made to Network A, Network B, and Network C in the mediation stack will be counted 3 times

  • Unique requests: The total number of unique attempts to request an ad. This number doesn't count the same request multiple times. Instead, each request is only counted once, no matter how many networks receive that request as it moves through the mediation stack.

    Example: A single request made to Network A, Network B, and Network C in the mediation stack will only be counted 1 time

Mediation network report table

This report table focuses on the ad networks you're using for mediation and how each is performing. To view this table, add the Ad source or Allocation dimensions to the report or filter the report by Ad source. In addition to requests, impressions, and clicks, the table will show allocation and fill rate by ad source.

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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