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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
 Bidding report (Beta)
 Ads Activity report
Estimated earnings

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

 
Metric AdMob Network report
 Mediation report
 User activity report
 Bidding report (Beta)
 Ads Activity report
Impressions

The total number of ads shown to users.

Metric AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report

Impression 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 AdMob Network report
 Mediation report
 Ads Activity 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 received a response from an ad source. It's calculated by dividing matched requests by requests:

(Matched requests / Requests) * 100%

Metric AdMob Network report
 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 AdMob Network report
 Ads Activity 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:

(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 AdMob Network report
 Ads Activity 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

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
 User activity report
 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 Mediation report
 Ads Activity report
Rewarded queries
The number of times a rewarded video was requested.
Metric Mediation report

Daily active users (DAU) 
The number of unique users who have opened the app.

Metric User activity report
Overall earnings / Daily active users (DAU)

The average overall earnings per daily active user (DAU), and sometimes known as ARPDAU. 

Overall earnings includes revenue from ads and in-app purchases (IAP), subscriptions (including renewals), and e-commerce purchases. It’s calculated by:

(Ads earnings + Purchase earnings) / DAU 

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

Metric User activity report
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 User activity report
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 User activity report
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 User activity report
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 User activity report
Rewarded (%)
The percentage of rewarded ad impressions that generated a reward for users.
Metric User activity report
Rewarded events
The number of times users received a reward by viewing a rewarded ad.
Metric 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.
Metric 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.
Metric User activity report
Sessions
The number of sessions users have logged in the app.
Metric 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. 

Metric Bidding report (Beta)
 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.

Metric Bidding report (Beta)
 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.

Metric Bidding report (Beta)
 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.
Metric Bidding report (Beta)

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. 

Metric Bidding report (Beta)
Winning bids
The number of bids that won a bidding auction.
Metric Bidding report (Beta)
 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.

Metric Bidding report (Beta)
 Ads Activity report
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 bidding winning bid. However, if they don’t have an ad to serve, the bidding ad source will serve the ad.
Metric 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 Bidding report (Beta)

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

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

App
View performance by app.

Dimension AdMob Network report
 Mediation report
 Bidding report (Beta) Ads Activity report

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).

We are in the process of deprecating the bid type dimension. This dimension will be removed from the AdMob Network report in early 2022. 
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
 Bidding report (Beta)
 Ads Activity report
 User activity report
 Cohort report
Date
View performance by date.
Dimension AdMob Network report
 Mediation report
 User activity report
 Bidding report (Beta)
 Ads Activity report
Format 
View performance by ad format (e.g., Banner, Interstitial).
Dimension AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report
Mediation group 
View performance by mediation group.
Dimension AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report
Month 
View performance by month.
Dimension AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report
Platform
View performance broken down by device platform.
  • Android
  • iOS
Dimension AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report
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
 Bidding report (Beta)
 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 AdMob Network report
 Mediation report
 Bidding report (Beta)
 Ads Activity report

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

Dimension AdMob Network report
 Mediation report
 Bidding report (Beta) Ads Activity report
 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.

Dimension 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.

Dimension Ads Activity report
 AdMob Network report

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

Dimension Ads Activity report
 Mediation report

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

Dimension Ads Activity report

Variant
View performance by mediation A/B test variant.

Dimension Ads Activity report
 Mediation report
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