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Understand dimensions and metrics

Dimensions and metrics help you interpret data generated from your Query Tool reports at a more granular level. The following information describes the available dimensions and metrics, along with their definitions.

Report dimensions

Time units

Dimension Description Filterable
Hourly Activity by hour. Can also be shown as a range. No
Days Activity by day. Can also be shown as a range. No
Weeks Activity by week. Can also be shown as a range. No
Months Activity by month. Can also be shown as a range. No

Inventory segments

Dimension Description Filterable
Sites Shows data for publisher domains and subdomains. Yes

Geography

Dimension Description Filterable
Countries Shows the countries where users viewed ads on the publisher’s inventory. Yes

General inventory

Dimension Description Filterable
Creative sizes Shows the actual winning ad size of the creative. Here are additional creative size labels:
  • Shows Dynamic when the ad call is filled by an AdWords ad. This label is applied when the creatives have no defined size, such as a text ad.
  • Shows Video/Overlay when the ad call is an overlay ad inside a video player.
  • Shows Unmatched when the ad requests are not matched with an ad.
Yes
Page categories Displays the high-level content categories for the pages on which ads are served. Yes
Mobile app IDs Shows the mobile app IDs on which mobile App impressions are served. Yes
Mobile app names Shows the mobile app names (from the iTunes app store or Google Play store) on which mobile app impressions are served (e.g. “Angry Birds”). Yes
Mobile app store

Shows the app store installed on the devices on which mobile app impressions are served: "(unknown)*," "Apple iOS," "Google Android," "Windows Phone," and "Windows Desktop."

* includes all web requests (e.g. you can pull all mobile web impressions by combining the "Mobile App Store" and "Platform" dimensions)

Yes
Platforms Displays the different types of devices and platforms (for example, desktop computer, a high-end mobile device or another mobile device) that advertisers serve ads on. Yes
Web property name Shows the seller names associated with the Ad Exchange seller accounts for the pages on which ads are served. Yes
Web property branding type Displays the different branding types: Anonymous, semi-transparent, and branded. Yes

Buyers

Dimension Description Filterable
Ad format Shows the format of the ad served. (display or video) Yes
Ad group IDs Shows the unique identifier of the AdGroup. Yes
Ad group name Shows the name of the AdGroup. Yes
Advertisers Shows which advertisers transacted on publisher inventory and for how much. Yes
Ad source types Shows the source through which transaction spend is arriving. Identifies which demand source provided the ad that filled the impression request, specifically, third-party ad networks, Ad Exchange RTB and non-RTB demand sources.
  • Open Auction: includes all impressions filled by RTBs and non-RTB buyers on Ad Exchange.
  • Preferred Deal: includes impression activity that runs through preferred deals.
  • Google-Managed or Client-Managed Ad Networks: includes all impressions filled by third-party networks.
  • Unmatched ad requests: Ad requests that are not matched with an ad. In these instances, either a blank or a backup ad is shown.
  • Other: Ad requests involved in an unexpected situation in the ad serving process
Yes
Buyer accounts Shows which buyers transacted on publisher inventory. Yes
Campaigns Shows the name of the campaign containing the AdGroup. Yes
Clients Shows query tool reports over various client accounts. Yes
Creative ID Shows the buyer creative ID assigned to each creative. No
Deal names Shows the performance of Preferred Deals, broken out by a deal name. Yes
Deal IDs Shows the performance breakdown of Preferred Deals, broken out by deal ID. The deal ID is a system-generated number used to identify a deal between a buyer and a publisher. The ID is included in all bid requests that are passed as part of a Preferred Deal. Yes
Remarketing lists Shows the name of a remarketing list containing a collection of visitor cookies generated from one or more remarketing tags. No
Transaction types Shows the transaction/auction type of the ad (Open auction, private auction, preferred deal, programmatic reservation). Yes
Report metrics

Standard metrics

Metric Description
Ad impressions The count of ads which are served to a user.
In the context of video, this metric measures the number of video ads actually recorded as "viewed" or showing the first frame of the video ad, not showing the ad to completion. Ad impressions are often less than matched requests because in some cases, matched requests may include video ads that never show the first frame (for example, due to an ad serving error or some other technical issue).
Clicks The number of times a user clicked on an ad.
Ad CTR For standard ads, your ad click-through rate (CTR) is the number of ad clicks divided by the number of individual ad impressions expressed as a percentage.

Ad CTR = Clicks / Ad impressions * 100

CPC The cost-per-click (CPC) is the average amount you pay each time a user clicks on your ad.
Advertiser cost Cost of the ad impression.
CPM Cost per thousand impressions.

CPM = (Cost / Ad impressions) * 1000

Bid metrics

Metric Description
Inventory matches The total number of potential queries based on your pretargeting settings.
Bid requests The total number of bid requests sent from the bidder.
Successful responses The total number of properly formed bid responses received by our servers within 100 ms.
Bids The total number of bids received from the bidder.
Bids in auction The total number of bids that passed through all filters and competed in the auction.
Auctions won The total number of impressions the bidder won.

Video viewership metrics

Metric Description
Video start Displays a count of how many times the video ad started playing.
Video quartile 1 Measures the effectiveness of video ads by determining what percentage of a given video was played. Ad Exchange for Video displays a count of how many times the first 25% (Quartile 1) of a video ad has been played.
Video midpoint Measures the effectiveness of video ads by determining what percentage of a given video was viewed by a user. Ad Exchange for Video displays a count of how many users have seen 50% (Midpoint) of a video ad.
Video quartile 3 Measures the effectiveness of video ads by determining what percentage of a given video was played. Ad Exchange for Video displays a count of how many times the first 75% (Quartile 3) of a video ad has been played.
Video complete Displays a count of how many times 100% of a video ad has been played.
Video completion rate Percentage of times 100% of a video ad has been played.

Video completion rate = Video complete / Video start

Total error count Displays a count of how many VAST errors occurred during a video ad.
Total error rate Total error rate is the ratio of total error count to total requests.

Total error rate = Total error count / Total requests

Engaged views Number of times a skippable video ad has been viewed to completion or watched to 30 seconds, whichever happens first.
View-through rate View-through rate is the ratio of engaged views to skippable impressions.

View-through rate = Engaged views / Skippable ad impressions.

Video skip button shown The total number of times the skip button appears.

Video interactions metrics

Metric Description
Collapse Number of times a video is collapsed, either to its original size or to a different size. For overlays, this tracks the number of times the ad is minimized without fully removing it from the player.
Expand Number of times an expanding ad is expanded.
Full screen Number of times an ad clip is played in full screen mode.
Pause Number of times user paused an ad clip. Event logged once per view. If the ad clip is repeatedly started and paused, it is not counted again.
Resume Number of times the video is unpaused.
Rewind Number of times the video is rewound.
Mute Number of times video player was in Mute state during play of an ad clip. If player is muted before ad plays, it's counted the same as if the player is muted while the ad is playing. Event is logged once per view. If the ad clip is muted multiple times while it is being played, it is not counted again.
Unmute Number of times the video is unmuted.
Video skipped Number of times an ad was skipped.

Video errors metrics

Metric Description
VAST3 error 100 count XML parsing error.
VAST3 error 101 count VAST schema validation error.
VAST3 error 102 count VAST version of response not supported.
VAST3 error 200 count Trafficking error. Video player received an ad type that it was not expecting and/or cannot display.
VAST3 error 201 count Video player expecting different linearity.
VAST3 error 202 count Video player expecting different duration.
VAST3 error 203 count Video player expecting different size.
VAST3 error 300 count General Wrapper error.
VAST3 error 301 count Timeout of VAST URI provided in Wrapper element, or of VAST URI provided in a subsequent Wrapper element. Includes request errors such as invalid URI, unreachable or request timeout for URI, and security or other exceptions related to requesting a VAST URI.
VAST3 error 302 count Wrapper limit reached, as defined by the video player. Too many Wrapper responses have been received with no InLine response.
VAST3 error 303 count No ads VAST response after one or more Wrappers. Also includes number of empty VAST responses from fallback.
VAST3 error 400 count General linear error. Video player is unable to display the linear ad.
VAST3 error 401 count File not found. Unable to find Linear/MediaFile from URI.
VAST3 error 402 count Timeout of MediaFile URI.
VAST3 error 403 count Could not find MediaFile that is supported by this video player, based on the attributes of the MediaFile element.
VAST3 error 405 count Problem displaying MediaFile.
VAST3 error 500 count General NonLinearAds error.
VAST3 error 501 count Unable to display NonLinear Ad because creative dimensions do not align with creative display area (i.e., creative dimension too large).
VAST3 error 502 count Unable to fetch NonLinearAds/NonLinear resource.
VAST3 error 503 count Could not find NonLinearresource with supported type.
VAST3 error 600 count General CompanionAds error.
VAST3 error 601 count Unable to display companion because creative dimensions do not fit within Companion display area (i.e., no available space).
VAST3 error 602 count Unable to display Required Companion.
VAST3 error 603 count Unable to fetch CompanionAds/Companion resource.
VAST3 error 604 count Could not find Companion resource with supported type.
VAST3 error 900 count Undefined error.
VAST3 error 901 count General VPAID error.

Active View metrics

Metric Description
Active View measured impressions Impressions (out of all eligible impressions) that have been measured by Active View.
Active View viewed impressions Impressions (out of all measurable impressions that were considered viewable based on MRC standards) that have been viewed.
Active View measurability rate Active View measurability rate is the ratio of Measurable impressions to Eligible impressions.
Active View measurability rate = Measurable impressions / Eligible impressions
Active View viewability rate Active View viewability rate is the ratio of Viewable impressions to Measurable impressions.
Active View viewability rate = Viewable impressions / Measurable impressions
Certain dimensions and metrics are incompatible with other dimensions or metrics. These appear disabled with an alert icon displayed to the right. When you hover over the icon, you are advised that if you want to include the metric in your report, something should be removed.
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