AdMob Reporting 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

Active View-eligible impressions
The total number of impressions that meet the requirements to measure viewability.

Metric AdMob Network report
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.
Metric AdMob Network report
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.
Metric AdMob Network report
Clicks
The total number of times users click ads shown in your app.
Metric AdMob Network report
 Mediation report
 Open Bidding report (Beta)
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.
Metric AdMob Network report
 Mediation report
 Rewarded report (Beta)
 Open Bidding report (Beta)
Impressions
The total number of ads shown to users of your app.
Metric AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Impressions CTR
Impression clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions.
Metric AdMob Network report
 Mediation report
Impression RPM
Impression revenue per 1,000 impressions (RPM) represents the estimated earnings you'd accrue for every 1,000 impressions you receive.
Metric AdMob Network report
Match rate
The percentage of ad requests that were filled with an ad.
Metric AdMob Network report
Matched requests
The number of times an ad was served in response to a request from your app.
Metric AdMob Network report
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.
Metric AdMob Network report

Rewarded completes
The number of times users completed watching a rewarded video.

Metric AdMob Network report Mediation report
Rewarded starts
The number of times users started to watch a rewarded video.
Metric AdMob Network report Mediation 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:
Metric AdMob Network report
Viewable impressions
The number of measurable impressions that were also viewable.
Metric AdMob Network report
% 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.
Metric AdMob Network report
% Viewable impressions
The percentage of measurable Active View-eligible impressions that were also viewable.
Metric AdMob Network report
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).
Metric Mediation 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 Mediation report
 Rewarded report (Beta)

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 number of requests your app has made to each ad network.

Metric Mediation report
Rewarded queries
The number of times a rewarded video was requested.
Metric Mediation report

Active users (AU) 
The number of active users during the selected date range.

The value in the “Total” row is the number of unique active users during the selected date range. 

Metric Rewarded report (Beta)
Est. earnings / Active users (AU)
Estimated earnings accrued during the selected date range for each active user, which includes users who have not viewed a rewarded ad. It's calculated by dividing the estimated earnings by number of active users.
Metric Rewarded report (Beta)
Est. earnings / Rewarded users
Estimated rewarded ads revenue accrued during the selected date range for each rewarded user. It's calculated by dividing the estimated earnings by number of rewarded users.
Metric Rewarded report (Beta)
Impressions / Active users (AU)
Number of rewarded ads shown to users on average for each active user, which includes users who have not viewed a rewarded ad. It's calculated by dividing the total number of rewarded impressions by the daily number of active users.
Metric Rewarded report (Beta)
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.
Metric Rewarded report (Beta)
Impressions / 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.
Metric Rewarded report (Beta)
Rewarded (%)
The percentage of rewarded ad impressions that generated a reward for users.
Metric Rewarded report (Beta)
Rewarded events
The number of times users received a reward by viewing a rewarded ad.
Metric Rewarded report (Beta)
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.
Metric Rewarded report (Beta)
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.
Metric Rewarded report (Beta)
Sessions
The number of sessions users have logged in the app.
Metric Rewarded report (Beta)

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

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

Metric Open Bidding report (Beta)

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

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

Metric Open Bidding report (Beta)
Bid requests
The number of requests made to an Open Bidding ad source.
Metric Open Bidding report (Beta)
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.
Metric Open Bidding report (Beta)

Eligible requests
The number of ad requests that are eligible for Open Bidding.

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

Metric Open Bidding report (Beta)
Winning bids
The number of bids that won an Open Bidding auction.
Metric Open Bidding report (Beta)

Winning bids (%)
The percentage of bids that won an Open Bidding auction. 

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

Metric Open Bidding report (Beta)
Winning bids matched
The number of winning bids that resulted in an ad being served to your app.
  
Note: If there are ad sources in the mediation waterfall with a higher eCPM than the winning bid, those ad sources will be called first - not the Open Bidding winning bid. However, if they don’t have an ad to serve, the Open Bidding ad source will serve the ad.
Metric Open Bidding report (Beta)

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.

Metric Open Bidding report (Beta)

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

Dimension AdMob Network 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 Mediation report
 Open Bidding report (Beta)
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 Mediation report
Ad unit
View performance for individual ad units.
Dimension AdMob Network report

App
View performance by app.

Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Bid type 
View performance by bid type. See how advertisers are paying for the ads on your app -- cost-per-click (CPC) or cost-per-thousand impressions (CPM).
Dimension AdMob Network report
Country
View performance broken down by the country of visitors that have viewed ads on your app.
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Date
View performance by date.
Dimension AdMob Network report
 Mediation report
 Rewarded report (Beta)
 Open Bidding report (Beta)
Format 
View performance by ad format (e.g., Banner, Interstitial).
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Mediation group 
View performance by mediation group.
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Month 
View performance by month.
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Platform
View performance broken down by device platform.
  • Android
  • iOS
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)
Targeting type
View performance by targeting type. See how ads are matched to your pages -- through contextual, placement, or interest-based targeting.
Dimension AdMob Network report
Week 
View performance by week.
Dimension AdMob Network report
 Mediation report
 Open Bidding report (Beta)