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.
| Term | Type | Available report type |
|---|---|---|
Active View-eligible impressions | Metric | |
| 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 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 | |
| Clicks The total number of times users click ads shown in your app. | Metric | |
| 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 | |
| Impressions The total number of ads shown to users of your app. | Metric | |
| Impressions CTR Impression clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. | Metric | |
| Impression RPM Impression revenue per 1,000 impressions (RPM) represents the estimated earnings you'd accrue for every 1,000 impressions you receive. | Metric | |
Match rate Matched requests / Requests | Metric | |
| Matched requests The number of times an ad was served in response to a request from your app. | Metric | |
| 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 | |
| Rewarded completes | Metric | |
| Rewarded starts The number of times users started to watch a rewarded video. | Metric | |
| 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 | |
| Viewable impressions The number of measurable impressions that were also viewable. | Metric | |
| % 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 | |
| % Viewable impressions The percentage of measurable Active View-eligible impressions that were also viewable. | Metric | |
| 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 | |
|
Observed eCPM Observed eCPM will only be shown for optimized third-party ad networks. | Metric | |
|
Requests In the Mediation network report table: The number of requests your app has made to each ad network. | Metric | |
|
Rewarded queries The number of times a rewarded video was requested. | Metric | |
|
Active users (AU) The value in the “Total” row is the number of unique active users during the selected date range. | Metric | |
|
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 | |
| 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 | |
| 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 | |
| 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 | |
| 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 (%) The percentage of rewarded ad impressions that generated a reward for users. | Metric | |
| Rewarded events The number of times users received a reward by viewing a rewarded ad. | Metric | |
| 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 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 | |
| Sessions The number of sessions users have logged in the app. | Metric | |
|
Bids in auction 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 | |
|
Bids in auction (%) It’s calculated by dividing bids in auction by bid requests. | Metric | |
|
Bid requests The number of requests made to an Open Bidding ad source. | Metric | |
| 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 | |
| Eligible requests 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 | |
|
Winning bids The number of bids that won an Open Bidding auction. | Metric | |
|
Winning bids (%) It’s calculated by dividing winning bids by bids in auction. | Metric | |
| 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 | |
Winning bids matched (%) It's calculated by dividing winning bids matched by winning bids. | Metric | |
|
Ad type | Dimension | |
|
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 | |
|
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 unit View performance for individual ad units. | Dimension | |
|
App | Dimension | |
|
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 | |
| Country View performance broken down by the country of visitors that have viewed ads on your app. | Dimension | |
| Date View performance by date. | Dimension | |
| Format View performance by ad format (e.g., Banner, Interstitial). | Dimension | |
| Mediation group View performance by mediation group. | Dimension | |
| Month View performance by month. | Dimension | |
|
Platform
View performance broken down by device platform.
| Dimension | |
| Targeting type View performance by targeting type. See how ads are matched to your pages -- through contextual, placement, or interest-based targeting. | Dimension | |
|
Week View performance by week. | Dimension | |
| Try your keywords on Google Web Search. | ||