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Reports glossary

Learn which terms display the information you need

Below are all metrics and dimensions available in AdMob reports, along with information about applicable report types. Filter the table with one or more keywords to find reporting terms.

Learn how to add metrics and dimensions to your report. 
TermTypeAvailable report type

Clicks

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

Metric
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Estimated earnings

Your earnings accrued for the selected date range. This amount is an estimate that is subject to change.

 
Metric
Rewarded report icon. User activity report
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Impressions

The total number of ads shown to users.

Note: When a third-party waterfall ad source serves a banner ad, AdMob counts an impression when the third-party adapter sends the ad load callback. This may cause discrepancies in reported impressions between AdMob and your third-party ad source. For example, if you preload banner ads that aren’t shown immediately, you may notice higher impressions reported in AdMob.
Metric
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

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%.

Metric
Ad Mob network report icon. Ads Activity report

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%

Metric
Ad Mob network report icon. Ads Activity report

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.

Metric
Ad Mob network report icon. Ads Activity report
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%.

Metric
Ad Mob network report icon. Ads Activity report

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.

Metric
Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

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.

Metric
Ad Mob network report icon. Ads Activity report

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.

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report
Overall ARPU

The average revenue per user (ARPU) from ad and purchase revenue. ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.

It’s calculated by:

(Ads earnings + Purchase earnings) / Active Users 

Note: To view IAP data for your Android apps, you must:

MetricRewarded report icon. User activity report

Rewarded earnings / Rewarded users

The estimated earnings from rewarded ads accrued for each rewarded user.

MetricRewarded report icon. User activity report

Imps / AU

The average number of ads seen by an active user. This is sometimes known as ad density or ad load.

It’s calculated by:

Impressions / Active users

 

 

 

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

Imps / AV

The average number of ads seen by an ad viewer.

It’s calculated by:

Impressions / Ad viewers

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

Rewarded impressions / Rewarded users

Number of rewarded ads shown to users on average for each rewarded user. It's calculated by dividing the total number of rewarded impressions by the number of rewarded users.

MetricRewarded report icon. User activity report
Imps / Sessions
Number of rewarded ads shown to users on average during each session. It's calculated by dividing the total number of rewarded impressions by the number of sessions.
MetricRewarded report icon. User activity report

Rewarded events (%)

The percentage of rewarded impressions that resulted in users receiving a reward. It’s calculated by:

(Rewarded events / Rewarded impressions) x 100

MetricRewarded report icon. User activity report
Rewarded events
The number of times a reward is granted after viewing a rewarded ad.
MetricRewarded report icon. User activity report
Rewarded users
The number of unique users who received a reward from viewing a rewarded ad. It's calculated by counting the number of users who finished viewing a rewarded ad.
MetricRewarded report icon. User activity report
Rewarded users (%)
The percentage of users who received a reward from viewing a rewarded ad. It's calculated by dividing the number of rewarded users by the number of daily active users.
MetricRewarded report icon. User activity report

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

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

MetricOpen bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

Bids in auction (%)
The percentage of bids that participated in bidding auctions. 

It’s calculated by dividing bids in auction by bid requests.

MetricOpen bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

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.

 

MetricOpen bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
eCPM
The estimated earnings accrued for every 1000 impressions an ad receives. It's calculated by dividing estimated earnings by the number of impressions received, then multiplying by 1000.
MetricOpen bidding report icon. Bidding report

Eligible requests
The number of ad requests that are eligible for bidding.

To be eligible for bidding, the ad request must be sent to a mediation group that includes bidding ad sources, and those ad sources must be able to participate in the auction for the ad unit. 

This metric is deprecated and will be removed soon. Learn more about this change.

 

MetricOpen bidding report icon. Bidding report

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.
MetricOpen bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

Winning bids (%)
The percentage of bids that won a bidding auction. 

It’s calculated by dividing winning bids by bids in auction.

MetricOpen bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

Winning bids matched (%)
The percentage of winning bids that resulted in an ad being served to your app. 

It's calculated by dividing winning bids matched by winning bids.

MetricOpen bidding report icon. Bidding report

Ads earnings

Your estimated earnings from ad revenue. This includes earnings from the AdMob Network, your bidding ad sources, and your estimated third-party revenue.

MetricRewarded report icon. User activity report

Ads ARPV

The average revenue per viewer (ARPV) from ad revenue. 

It’s calculated by:

Estimated earnings / Ad viewers

Note: Ad earnings is called "Estimated Earnings" in the Ads Activity report.

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

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.

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report
Ad viewer rate
 

The percent of active users who have viewed ads. 

It’s calculated by:

Ad viewers / Active users x 100%.

Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

Ads ARPU

The average revenue per user (ARPU) from ad revenue.

It’s calculated by:

Estimated earnings / Active users 

ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.

 
Metric Rewarded report icon. User activity report
Ad Mob network report icon. Ads Activity report

Ad type
View performance by ad type (e.g., text, image).

Dimension
Ad Mob network report icon. Ads Activity report
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.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
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 networks, custom events, direct sold campaigns, and other ad sources.
Dimension
Ad Mob network report icon. Ads Activity report
Ad unit
View performance for individual ad units.
Dimension
Ad Mob network report icon. Ads Activity report
Open bidding report icon. Bidding report

App
View performance by app.

Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Country
View performance broken down by the country of visitors that have viewed ads on your app.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Rewarded report icon. User activity report
 Cohort report
Date
View performance by date.
Dimension
Rewarded report icon. User activity report
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Format 
View performance by ad format (e.g., Banner, Interstitial).
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Mediation group 
View performance by mediation group.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Month 
View performance by month.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Platform
View performance broken down by device platform.
  • Android
  • iOS
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Week 
View performance by week.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

Serving restriction
Use this dimension to compare personalized ads to non-personalized ads, and understand which restrictions lead to ads not being personalized:

  • Limited ads: Traffic where limited ads were served, regardless of user location.
  • Restricted data processing (RDP): Publisher chose to enable restricted data processing (for example, using AdMob’s blocking controls) for compliance with the California Consumer Privacy Act (CCPA).
  • Non-personalized ads (NPA): Publisher chose to enable non-personalized ads (for example, using AdMob’s blocking controls) for compliance with Google’s EU User Consent Policy and GDPR. Also applies to ad requests subject to the LGPD.
  • Basic adsIAB TCF v2.0 basic ads were served.
  • Personalization disabled: May occur when iOS users have opted in to Limited Ad Tracking or haven’t provided consent under the AppTrackingTransparency (ATT), and there's no other available user identifiers. May occur when Android users opt out of ad personalization. Includes any other cases where personalization wasn’t feasible.
  • No restriction: Ads that are personalized using IDFA, Android Ad ID, or other available user identifiers.

Some ad requests may fall into multiple categories in this list. In these cases, the ad request is sorted into the first applicable category according to the order shown here.

Available for date ranges starting on or after March 13, 2021.
Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report

App version
View performance by app version. App versions distinguish each of your app updates.

Dimension
Open bidding report icon. Bidding report
Ad Mob network report icon. Ads Activity report
Rewarded report icon. User activity report

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.

DimensionAd Mob network report icon. Ads Activity report

Hour
View performance by hour. To use this dimension, select "Yesterday" or "Today so far" in the date range filter.

Note: Data for the most recent two hours may be incomplete.

DimensionAd Mob network report icon. Ads Activity report

Mediation A/B test
View performance by mediation A/B test.

DimensionAd Mob network report icon. Ads Activity report

Operating system
View performance by the device operating system and version number.

DimensionAd Mob network report icon. Ads Activity report

Variant
View performance by mediation A/B test variant.

DimensionAd Mob network report icon. Ads Activity report

Ad unit serving type

View performance by the ad unit’s serving type:

  • Standard: Ad units set up for waterfall mediation or bidding in an AdMob mediation group (includes demand from AdMob Network and third-party sources). Standard ad units can also be for waterfall meditation on a third-party mediation platform (AdMob Network demand only) or you can use them in AdMob without using mediation.
  • Partner bidding: Ad units set up for bidding on a third-party mediation platform (Google demand only).
Dimension Ad Mob network report icon. Ads Activity report
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