Matched content

Track the performance of Matched content units

You can track the performance of your Matched content units in two ways. On your Performance reports tab, either:

  • Select the Overview metric family when viewing a breakdown by Ad types (such as when you load the Ad types report). Choose this option to understand how much you’re earning from your Matched content units, and compare them to the other ad units on your site. Learn more about the Overview metric family.

    Or

  • Select the Matched content metric family. Choose this option to view detailed performance of the ads and recommendations within your Matched content units. Learn more about the Matched content metric family.

Metrics in the Overview metric family

When looking at Matched content data in the Ad types report, here's what the metrics in the Overview metric family show you.

Note that these metrics summarize the performance of the entire Matched content unit. The performance of ads and recommendations within the unit are broken out in the Matched content metric family.
Metric Description
Impressions The number of ad queries from ad slots that are Matched content units with ads. Note that this metric doesn't include data from Matched content units without ads.
Clicks The total number of clicks on ads within Matched content units.
Impression RPM The estimated earnings divided by the number of queries from Matched content units with ads enabled, multiplied by 1000. Note that this metric includes Matched content units with ads enabled that didn’t display any ads.

Impression RPM = (Estimated earnings / number of queries from Matched content units with ads enabled) * 1000

Active View Viewable The percentage of Matched content unit impressions that were viewable out of all Active View measurable impressions.
Estimated earnings The total earnings attributed to Matched content units, i.e., the estimated earnings from the ads within your Matched content units.

Metrics in the Matched content metric family

The Matched content metric family consists of the following metrics:

Metric Description
Total impressions The total number of Matched content units served. This metric includes all Matched content units, i.e., those that did and didn't show ads, and those that didn't have ads enabled.
Ad impressions The total number of ad impressions. Note that a single matched content unit can have more than one ad impression.
Ad clicks The number of clicks on ads within Matched content units.
Ad RPM Ad revenue per thousand impressions (RPM) is calculated by dividing your estimated earnings by the number of ad impressions of ads within your Matched content units received, then multiplying by 1000.

Ad RPM = (Estimated earnings / Ad impressions) * 1000

Ads per impression The average number of ads per Matched content unit impression.
Recommendations The total number of non-ad impressions within Matched content units.
Recommendation clicks The number of clicks on recommendations within Matched content units.
Estimated earnings The total earnings attributed to Matched content units, i.e., the estimated earnings from the ads within your Matched content units.
One of the benefits of Matched content units is that they can help to increase user engagement with your site. However, you might notice that your page-level metrics are affected by this increase. Learn more
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