Please make sure to visit Your AdSense Page where you can find personalized information about your account to help you succeed with AdSense.


"(Unmatched ad requests)" is displayed in my reports

An ad request is counted each time your site requests an ad to be served, even if no ad is returned. Unless your coverage is 100%, you will have more ad requests than matched requests (ads that are returned and displayed on your site), resulting in some unmatched requests.

Some reports have columns that are meaningful only for matched requests. For example, the Targeting type report shows how ads displayed on your site have been targeted. When an ad request is unmatched, there are no ads to consider, so the request has no targeting type. This is why unmatched requests appear in a separate row.

Example of unmatched requests in a report

  • A user visits your site, which contains 3 ad units. As the page renders, it sends 3 ad requests.
  • We only return 2 ads (because, in this example, you've blocked all relevant ads for 1 of the ad units).
  • When viewing the ad request metric for your Targeting types report, you see:
    • Contextual: 1 ad request
    • Placement: 1 ad request
    • (Unmatched ad requests): 1 ad requests

In this case, you’d keep the unmatched requests separate when you analyze how your site is performing for contextual versus placement ads because, again, unmatched requests cannot be categorized as either.

Which reports include the unmatched ad requests metric?

You can expect to see unmatched requests displayed in these reports:

  • Ad types
  • Targeting types
  • Bid types
  • Ad unit
  • Ad size

Was this helpful?

How can we improve it?
Your AdSense page

Introducing AdSense Page: a new resource in which you can find personalized information and new opportunities in your account to help to succeed with AdSense.

Clear search
Close search
Google apps
Main menu