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Ad Exchange report 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 dimension and metric families, along with their definitions.

Some dimensions and metrics are available only to users with certain features enabled, such as Ad Exchange for Video. 

Certain dimensions are not compatible with certain metrics, and vice versa. For example, it is not possible to correlate URL information with bid data metrics. If you’ve selected incompatible dimensions and metrics for a particular Ad Exchange report, you’ll be notified via the greying-out of previously available options.
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Dimension families

Time units

 All of these dimensions are not filterable.


Days
View performance by day. Can also be shown as a range. Data is reported in U.S. Pacific Time (PST) and Pacific Daylight Time (PDT) during daylight savings time.


Weeks
View performance by week. Can also be shown as a range.


Months
View performance by month. Can also be shown as a range.

Inventory segments

All of these dimensions are filterable.


Channels
Shows publisher performance by inventory segment. Learn more about Channels.

Sometimes, there can be multiple channels with the same name. When the Channels dimension is selected to be part of your query or you choose it as a filter for your query, the Query Tool aggregates the data from all the like-named Channels and displays the converged data in the report results. This may result in total ad requests that exceeds actual total ad requests. 

DFP Ad Units
Show performance by DFP Ad units (if using DFP as your ad server). If a request was made directly of Ad Exchange, and not from DFP, the value displays as (No inventory unit). DFP requests include dynamic allocation or enhanced dynamic allocation. Learn more about DFP Ad Units.

Currently, reporting displays all DFP ad unit levels. You cannot select ad unit level.

Pricing rules
Shows performance by Pricing rule. Formerly known as “Winning bid rules.”

"No pricing rule applied" can occur for a number of reasons. Here is a list of the most common instances where a pricing rule isn't attached:

  • Impressions won through Private Auction and Preferred Deals don't participate in the Open Auction. To help identify these cases, add the "Deal type" dimension to your report.

    In some instances, the Preferred Deal or Private Auction deal types display impressions when the "Pricing rule" dimension is used. You can disregard these impressions, as pricing rules only apply to Open Auction transactions.

  • Rejected traffic that originated from rejected ad requests or through Network Partner Management. To investigate these requests, use the "Inventory Ownership" dimension and the Diagnostic queries.
  • All unmatched multi-size ad requests. To help identify these cases, add the "Inventory Size" dimension to your report. The sizes of multi-size requests display as a comma-separated list of sizes, for example, 300x600,300x250. Learn more

    Be aware that this also means that Pricing Rules will show 100% coverage. For this reason, "Coverage" should be disregarded for these rows.
  • All requests prior to the latest version of the enhanced Inventory Controls (early 2014) (at the time, there was no concept of Pricing Rules.) Check the date on which these requests were made to find out if pricing rules apply.

Sites
Shows publishers data for their domains and subdomains. The use of this dimension isn't the same as reporting on URLs. The Sites dimension doesn't have to be manually defined in the user interface to generate results, unlike URLs. If the value "(unknown)" is returned when reporting on the Sites dimension, it indicates that this data came from sites with invalid URLs. 


Stickiness
Shows if your selected inventory is serving sticky ads. Possible values include:

  • Sticky ad -- Publisher has declared their inventory as sticky. A sticky ad is a persistent/fixed ad unit that stays visible while the user scrolls content on the page up or down.
  • (unknown) -- Publisher has not declared their inventory as sticky.

Tags
Shows performance by ad tags. The possible values may include:

  • Unknown: The google_ad_slot code declared doesn't map to any of the Tags defined.
  • No tag: No ad slot code has been defined, for example, a generic tag was used.

URLs
Shows publishers the performance of their domains, subdomains or pages for URLs defined under "Inventory." Ad requests are only counted for URLs that have been defined under "Inventory."

If you use subdomains, your impression and revenue numbers may be inflated if you include the “URL” dimension in reports. Say that you have a site with a base domain of example.com and the subdomains foo.example.com and bar.example.com. If you include the URL in your report, data for the subdomains gets counted twice (as part of both the base domain and the subdomain), thus overstating impressions and revenue.

Including the “Site” dimension can provide more accurate numbers, but this data also may include impressions to sites that you don’t control or that don’t have your ad tag directly on them. Learn more

Geography

This dimension is filterable.


Countries
Shows the countries where users viewed ads on the publishers inventory.

If you see the "Unknown Region" value, this means that the user geo lookup failed and those requests, impressions, and clicks were served to globally targeted ads. 

General inventory
General inventory
View general dimensions related to Ad Exchange inventory, including requested and actual inventory sizes and performance of different ad types.
 

All of these dimensions are filterable.


Inventory sizes
Shows the performance of the ad size requested. Formerly known as "Ad sizes." ​ Learn more about ad sizes. 

Here are additional Inventory size labels:

  • Displays Video/Overlay when the ad call is made from inside a video player. In addition to overlay ads, this value can also account for all video types such as in-stream and TrueView.
  • Shows Interstitial when the ad call is an interstitial ad in a mobile device.
  • Shows (unknown) when the data came from an incorrectly formed request.
Reports generated prior to May 1, 2014 will not show these new values.

Creative Sizes
Shows performance by the actual winning ad size of the creative. 

Here are additional Creative size labels:

  • Shows Video/Overlay when the ad call is made from inside a video player. In addition to overlay ads, this value can also account for all video types such as in-stream and TrueView.
  • Shows Unmatched when the ad requests are not matched with an ad.
Queries that use the "Creative Sizes" dimension will show 100% coverage for all rows except "(Unmatched ad requests)." For this reason, Ad requests and Coverage should be disregarded for those rows.

Ad types
Shows the performance of different ad types.  Possible ad types in reporting include:

Not all ad types may appear on your inventory.

Expandable types
Shows publishers the performance of expandable ad types on their inventory.

  • Not-expandable: The ad is not an expandable ad, therefore no user action required.
  • Click-to-expand: A user clicks on the ad to trigger the expansion of the ad.
  • Rollover-to-expand: A user rolls (hovers) over an ad (or a target portion of an ad) with their cursor to expand the ad. 

Device categories
Shows the performance of different ad platforms and devices--Desktop, Tablet and High-end Mobile devices.

Mobile-app publisher may want to use our mobile-related dimensions for more granular insights on mobile advertising performance.

Products
Shows the performance of specific products - for example, Display, Video, Mobile-In app, Ad Exchange for Games, et cetera.

ONLY visible if you use another Ad Exchange product, such as Video or Mobile.


Request sources
Shows performance by different inventory sources.

  • No Dynamic Allocation (direct requests, or an unknown ad server) Ads served by Ad Exchange outside of dynamic allocation. This includes impressions that are served directly on a page or via another ad server that does not support dynamic allocation.
  • Dynamic Allocation with no DFP competition (regular backfill) Backfill by Ad Exchange where it did not receive a reserve price by the publisher’s ad-server via dynamic allocation.
  • Dynamic Allocation with DFP competition Backfill by Ad Exchange where it was able to beat the reserve price sent by the publisher’s ad-server via dynamic allocation.
Buyers

All of these dimensions are filterable. 


Agencies
Show performance by buying Agency. Not all buyers pass the agency name. As a result, we may not show a name, we may display "(unknown)" or "(No agency)."

Queries that use the “Agencies” dimension will show 100% Coverage for all rows except “(Unmatched ad requests)”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Advertisers
Shows performance by advertiser. 
Reporting displays all of the advertisers that can be identified.

Other advertisers are broken out into the following groups:

  • Unclassified advertisers: An ad request was filled, but the advertiser can't be identified.
  • AdWords small businesses: Advertisers whose impressions made up less than 0.01% of global daily impressions, and less than 0.1% of daily impressions in each of the following countries: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, South Korea, Thailand, Turkey, United Kingdom, and the United States.
  • Unmatched ad requests: A request remained unfilled, and no ads served.
Queries that use the “Advertisers” dimension will show 100% coverage for all rows except “Unmatched ad requests”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Advertiser domains
Shows performance by advertiser URL. For example, Big Soda Pop Co. might map to a domain name of delicious.cola.com.

Provides more transparency into advertisers whose identities are not otherwise available. This dimension sometimes makes large-volume queries run more slowly.

  • Web caches and others: Domains that are associated with ad servers are grouped here, including DoubleClick and third-party, because we only report on the top-level domain so if an ad server domain includes redirect parameters, we truncate the full URL even though the request is valid and may be associated with revenue and impressions.

    You may want to combine this dimension with the Advertisers dimension since we can often identify the advertiser associated with such domains.
     
  • Unknown: This dimension shows the top 10,000 advertiser domains across Ad Exchange, ranked by revenue. Any advertiser beyond this limit is placed into the "unknown" category. 
Queries that use the “Advertiser domains” dimension will show 100% Coverage for all rows except “(unknown)”. For this reason, Ad Requests and Coverage should be disregarded for those rows. 

In some scenarios, such as RTB ads, the advertiser domain may be one of multiple submitted domains and we don't know the specific creative chosen to be served. In this case, the advertiser domain reported is one randomly chosen from the list of possible domains.

Advertiser verticals
Shows performance by specific advertiser categories, for example, Arts & Entertainment and Travel & Tourism, which is useful to help understand performance across different advertiser segments.

The categories displayed are identical to the ones that publishers can block.

When combined with dimensions such as Buyer networks and Advertisers, this dimension can provide information to effectively allocate inventory and adjust pricing strategies to include high-value advertiser segments.

Keep in mind: A very small number of impressions cannot be categorized and will appear as "Unknown." Also, there may be some rare instances where specific advertisers may be mapped to one or more Advertiser verticals.
This dimension is best used when combined with other data such as "Advertisers" and "Buyer networks." This dimension is not compatible with the following dimensions and metrics:
  • Dimensions--Bid ranges 
  • Metrics--Bids, Mean bid CPM, Estimated earnings from bids, Impressions won, Winning bid CPM, Close CPM, Win %, Deals ad requests, Deals bid responses, Deals matched requests, and Deals match rate.

Queries that use the “Advertiser verticals” dimension will show 100% Coverage for all rows except “(unknown)”. For this reason, Ad Requests and Coverage should be disregarded for those rows.


Brands (beta)
Shows brand level details for granular advertiser reporting in Ad Exchange. Learn more about Brands.

When combined as the child of the Advertiser dimension, this dimension can show the relationship between advertiser and its brands. For example, when advertiser and brands dimensions are selected, the report output might display a food company as the advertiser, then the cereal they manufacture as the brand. Reporting displays all of the brands that can be identified. Other brands are broken out into the following groups:

  • Unclassified brands: The impressions didn't have an assigned brand. If an advertiser displays "Unclassified," then its brands display as "Unclassified" as well.
  • AdWords small businesses: Brands whose impressions made up less than 0.01% of global daily impressions, and less than 0.1% of daily impressions in each of the following countries: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Japan, South Korea, Thailand, Turkey, United Kingdom, and the United States.
  • Unmatched ad requests: A request remained unfilled, and no ads served.
Queries that use the “Brands” dimension will show 100% coverage for all rows except “Unmatched ad requests”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Buyer networks
Identifies to publishers which buyers (including Buyer Networks which represent accounts (or "seats" on the exchange) owned by DSPs and ad networks) transacted on their inventory.

Queries that use the "Buyer networks" dimension will show 100% Coverage for all rows except "(Unmatched ad requests)." For this reason, Ad requests and Coverage should be disregarded for those rows.

DSPs
Shows performance by Demand Side Platform buyers. With the use of the 'Buyer network' and 'DSP' dimensions together, you can discern which ad networks sent ads and for whom specifically the bid was on behalf of.

Buyers have two methods of trafficking a campaign via non-RTB or RTB. When "no DSP" is displayed in the reporting results, it means that the impression was served via non-RTB.  Non-RTB means impressions through static campaigns via AdWords. 

Queries that use the "DSPs" dimension will show 100% Coverage for all rows except "(No DSP)." For this reason, Ad requests and Coverage should be disregarded for those rows.

Deal names
Shows publishers the performance of Preferred Deals broken out by a Deal name. Will show "Open Auction," if no Preferred Deal or Private Auction was involved. Learn more about Deal names and Deal IDs.

Queries that use the “Deal names” dimension will show 100% Coverage for all rows except “Open auction”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Deal IDs
Shows performance of Preferred Deals. 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. Will show "Open Auction," if no Preferred Deal or Private Auction was involved.

Queries that use the “Deal IDs” dimension will show 100% Coverage for all rows except “Open auction”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Transaction types
Shows performance by Deal type. Learn more about Transaction types. The Ad Exchange supports the following Deal types:

  • First look
  • Open Auction
  • Private Auction
  • Preferred Deal
Queries that use the “Transaction types” dimension will show 100% Coverage for all rows except “Open auction”. For this reason, Ad Requests and Coverage should be disregarded for those rows.
Targeting

All of these dimensions are filterable.


Ad locations
Shows whether a given piece of publisher inventory was above (ATF) or below the fold (BTF) of a page.

Here are reasons why you may see "Unknown" as an Ad location value:
  • Use of GPT Single Request Mode
  • Nesting tags inside iframes 
  • Use of the same ad slot multiple times on the same page
  • Custom code where <div> tags have been moved around

Branding types
Shows either Anonymous, Branded, Semi-Transparent, or “(Unmatched ad requests)”, depending on the amount of information about the Publisher’s page sent to the buyer who purchased the impressions. Learn more about branding types.
 

Queries that use the “Branding types” dimension will show 100% Coverage for all rows except “(Unmatched ad requests)”. For this reason, Ad Requests and Coverage should be disregarded for those rows.

Targeting types
Shows the manner in which advertisers targeted ads to a publisher. Ads are matched to your pages--through contextual (topic targeting and keyword targeting), interest-based (interest category marketing and audience targeting), or placement targeting.
 

Queries that use the “Targeting types” dimension will show 100% Coverage for all rows except “(Unmatched ad requests)”. For this reason, Ad Requests and Coverage should be disregarded for those rows.
Yield management

These dimensions are ONLY visible for Mediation-enabled publishers. All of these dimensions are filterable.


Ad sources
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 ad or a backup ad is shown.
  • Other: Ad requests involved in an unexpected situation in the ad serving process.
Network partners

This is an account-level setting and not available to all publishers. These dimensions are filterable. 


Inventory ownership
Shows publishers the ownership of network partner (sub-syndicated) domains. Possible values shown are:

  • Owned and operated
  • Represented
  • Blocked
  • Uncategorized

Network partner names
Displays the name of the network partner.

Bid landscapes

Learn more about Bid landscapes report

Keep in mind: 

  • Most buyers exclude their bid data from this report. Learn more about Buyer networks and reports for Bid landscape.
  • Bid data is updated approximately every 36 to 48 hours. Generally, running bid data for yesterday or today won't display any data. Therefore, for better results, run your report in a couple of days.

Bid ranges
Shows publishers how bids received are distributed in $.10 buckets. Bid ranges can only be reported on for six months historically. Due to the computational resources required to report in bid-level data, not all dimensions and metrics are compatible with this dimension. We only allow the Bid ranges dimension to be used in combination with one other dimension at a time.

Video inventory
DFP waterfall
Shows publishers the impact of DFP waterfall on their inventory. All unmatched requests are not eligible for DFP waterfall, regardless of the DFP video fallback type.

Video ad durations
Shows publishers the performance of their video ad inventory broken out by duration in seconds and minute ranges (e.g., 6-10 seconds or 2-5 minutes).

ONLY visible if you are using Ad Exchange for Video or Ad Exchange for Games.

"Unknown" dimension usually indicates that either an overlay ad was served or that the impression was not filled.


Video ad types
Shows publishers the performance of their video ad inventory broken out by type, which include the following formats:

  • TrueView + skippable in-stream
  • Standard in-stream
  • Bumper
  • Video click-to-download
  • VPAID
  • VPAID skippable 
  • DBM Video
  • Native content
  • Native app install
  • Other

ONLY visible if you are using Ad Exchange for Video or Ad Exchange for Games.

Mobile inventory

These dimensions are ONLY visible if you are using Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.


App name
Shows publishers performance by mobile app names as they would appear on the iTunes
or Google Play store - e.g., “Angry Birds”


Bandwidth
Allows publishers to see performance by different mobile user connection types, e.g., Wifi, etc.


Carrier name
Allows publishers to see performance by mobile user connectivity, e.g., “Verizon (US)”


Device
Allows publishers to see performance by mobile user device type, e.g., “Android Tablet (Google)”


Inventory types
Shows performance by general groups of inventory. Possible values are:

  • Web: User is viewing the content through a PC or laptop computer, or from their mobile or tablet browser.
  • App: User is viewing the content through a mobile app on their smartphone or tablet.
  • AMP: User is viewing the ad on an Accelerated Mobile Page, which has been designed to load mobile web content faster.
  • Other: DFP can't detect where the user is viewing the content.

Learn about monetization strategy for mobile apps.


Operating system
Allows publishers to see performance by different mobile user OS versions.

Metric families

All metrics in Ad Exchange Historical reporting appear as net values except for the following bid metrics, which appear as gross: Mean bid CPM (gross) and Winning bid CPM (gross).
Standard metrics

Ad requests
The number of ad units that requested ads (for content ads) or search queries (for search ads). In other words, number of times Ad Exchange receives a request to show an ad. An ad request is reported each time a request was sent, even if no ads were returned and backup ads were displayed instead. 

With regard to video, ad impressions are often less than ad requests because video ads are technically more challenging to serve as fast as image ads. As a result, a percentage will fail to render properly and this will cause assumptions about video ads performance to be distorted. Whenever possible, you should use our video-specific metrics to better assess the performance of your video inventory.
As of March 15, 2017, all requests sent to Ad Exchange in Mediation for mobile apps are considered in Ad Exchange metrics, instead of only requests filled by Ad Exchange. An increase in ad request totals might result in lower coverage rates.

Matched requests
The count of ad requests that return at least one ad to the site. In other words, number of ad requests where Ad Exchange successfully wins an opportunity to serve an ad. 


Coverage
Measures the percentage of ads returned compared to the number of ads requested.
Coverage = (Matched requests / Ad requests)

When Coverage is always 100%

“Coverage” will show 100% for report metrics that imply an ad served, such as “Creative sizes” or “Advertisers,” along with any metrics under them (“child” metrics).

Why? Let’s look at “Advertiser” as an example. It’s based on what’s delivered instead of what’s requested. By definition, if you include “Advertiser,” you’re only showing impressions that had coverage. An unfilled impression can’t have an advertiser, and likewise an advertiser can’t be associated with an unfilled impression. Therefore, rows for “Advertiser” will always show “Coverage” of 100%, as will any child metrics of “Advertiser.” Ad Exchange adds one row for all the “(Unmatched ad requests)”, and this row has “Coverage” of 0%.

What should I do? In these cases, “Ad Requests” and “Ad eCPM” should be disregarded, as they may be misleading. For video, publishers should look at the “Fill rate” metric instead.

As of March 15, 2017, all requests sent to Ad Exchange in Mediation for mobile apps are considered in Ad Exchange metrics, instead of only requests filled by Ad Exchange. An increase in ad request totals might result in lower coverage rates.

Ad impressions (legacy)
The count of ads which are delivered to a user. In the case of text ads, you may have one matched request which yields more than one ad impression--since multiple text ads can serve in place of one display ad.


Clicks
The number of times a user clicked on an ad. Clicks and impressions from unauthorized sites will appear in your reports, but you will not generate revenue from them.


Ad request CTR
The number of ad clicks divided by the number of ad requests. 

Ad request CTR (clickthrough rate) = Clicks / Ad requests


CTR (Click-Through-Rate)

The clickthrough rate (CTR) is the percentage of impressions that led to a click.
CTR = Clicks / Matched requests


Ad CTR
For standard ads, your ad clickthrough 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 (Cost per Click)
The amount you earn each time a user clicks on your ad.
CPC = Estimated revenue / Clicks


Ad request eCPM
Revenue per thousand ad requests.

Ad request eCPM = Estimated revenue / Number of ad requests * 1000


Matched eCPM
Revenue per one thousand Matched requests. Learn more about eCPM.
Matched eCPM = Estimated revenue / Matched requests * 1000


Ad eCPM (legacy)
Revenue per thousand Ad impressions. Learn more about Ad eCPM.

Ad eCPM = Estimated revenue / Ad impressions (legacy) * 1000


Lift
The increase in revenue gained for won impressions over the applicable minimum CPM or the best price specified during dynamic allocation.


Estimated revenue
Net revenue generated from Ad impressions served (with adjustments for Ad Spam and other factors). This amount is an estimate that is subject to change when your earnings are verified for accuracy at the end of every month.

Within the Query Tool, the method in which the advertiser currency is converted to publisher currency for the estimated revenue calculation uses a combination of foreign exchange rates at ad serve time (Advertiser currency to USD) and daily foreign exchange rates (USD to publisher currency). This is slightly different to the way it is calculated in billing but (with the exception of extreme foreign exchange rate intraday fluctuations), the difference is subtle.


Ad impressions NEW
A subset of ad requests returning at least one ad to the site are counted as ad impressions. Ad Impressions are typically counted later in the ad serving process than Matched Requests. When multiple text ads fill a single display slot it is only counted once, when the top text ad is recognized. In these cases, the Ad Impression is attributed to the top text ad. 

Ad Impressions may not be a strict subset of Matched Requests. For example, if Ad Exchange wins the opportunity to serve, but the ad doesn’t render successfully, you may have 1 Matched Request and 0 Ad Impressions.
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, in following MRC’s video ad measurement guidelines.

Ad impressions are often less than matched requests because in some cases, matched requests may include video ads that never show the first frame, e.g., due to the user abandoning the video, or an ad serving error or some other technical issue. Publishers who use video pods may see differences, since each pod likely contains multiple ads, each of which could have an ad impression.

Ad eCPM NEW
Ad revenue per thousand Ad impressions
Ad eCPM = Revenue / Ad impressions NEW * 1000

Learn more about changes to eCPM.

Third-party metrics

Only available to publishers using Mediation. 


Discrepancy
Impression discrepancy between matched impressions and 3rd party impressions reported by the ad network. Displays zero if third-party reporting is not used.

Discrepancy % = (Matched impressions - Third-party impressions) / Matched impressions * 100


Fill rate
Fill rate percentage of a third-party ad network. Any impressions that are not filled by the ad network are passed back to Ad Exchange. 


Fill rate = Impressions / (impressions + passbacks) * 100
Ad Exchange fill rate = Total viewed queries / Total queries


Passbacks
Passbacks are used to determine the rate at which an impression will be filled by a third-party ad network. Third-party ad networks “passback” an impression to the publisher when the third-party ad network has no inventory available to match the ad request.


Third-party Impressions
Number of filled impressions reported by a third party ad network. Displays zero if third-party data collection is not used.


Third-party eCPM    
Estimated revenue per thousand reported by a third-party ad network. Only available if third-party data collection is enabled, otherwise zero is displayed.


Estimated third-party gross revenue    
Gross revenue reported by the third-party ad network. For buyers not using third-party reporting, this equals the net revenue.

Bid metrics
These metrics may not show bid data for all Ad Exchange buyer due to opt-outs. The Bid metrics data is only available for the last six months.

Bids    
The total amount of winning and losing bids.


Mean bid CPM (gross)    
Displays the 'average' CPM value of both won and lost bids. The sum of the CPM values divided by the total number of CPM values.


Estimated earnings from bids    
Estimated revenue derived from bids which won impressions.


Impressions won    
Bids which result in an ad impression.


Winning bid CPM (gross)    
Displays the average winning bid price.


Close CPM    
Close CPM is estimated earnings divided by the number of impressions.


Win%
Percentage of times the bids won the impression. 
Win% = number of winning bids / total number of bids * 100

This metric can be useful in identifying buyers to partner with on Preferred deals or Private auctions as higher win rates could indicate an affinity for a publisher’s inventory.

Video metrics

These dimensions are ONLY visible if you're enabled for Video. 


Delivery rate    
Calculates true fill rate for ads by measuring ads served versus ad requests.
Delivery rate = Ad impressions / ad requests


Video abandonment rate
Measures the percentage of times the user abandons the video being watched before completion. For example, the user leaves the player page, navigates away, closes the browser, etc.


Abandonment rate = 1 - [(Q4 + Skips) / Impressions], where Q4 = number of views reaching the 4th quartile.

This metric does not include skips or drop-offs prior to an ad loading.

A high video abandonment rate might suggest one or more technical issues with a publisher's site and should be routinely monitored to ensure a good user experience.

Video drop-off rate
Shows the percentage of ad responses that did not result in an impression.
Drop-off rate = 100 - (Number of ad impressions / Matched requests *100)

A high drop-off rate might suggest one or more technical issues with a publisher's video integration and should be routinely monitored to ensure proper advertising monetization.

Video quartile 1    
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 the first 25% (Quartile 1) of a video ad.


Video quartile 3    
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 75% (Quartile 3) of a video ad.


TrueView skip rate
This measures the percentage of skips - e.g., the % of times a user skips a given video by clicking "Skip." This option only applies to TrueView ads and appears after :5 seconds.


TrueView skip rate = Skips / Skippable ad impressions


TrueView views    
The number of TrueView ad impressions that were viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or watched to 30 seconds, whichever happens first.


TrueView VTR    
The view-through rate is the percentage of views divided by number of impressions. It represents the portion of TrueView ad impressions that were viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or watched to 30 seconds, whichever happens first.

TrueView VTR = TrueView Views / TrueView ad impressions

Video interaction metrics

When you create or edit a query, you can select from the following video interaction metrics:

Pause
Number of times user paused an ad clip. Event logged once per view. If user repeatedly starts and pauses ad clip, it's not counted again.
Resume
Number of times the user unpaused the video.
Rewind
Number of times a user rewinds the video.
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 user mutes player while ad plays. Event is logged once per view. If user mutes ad clip multiple times during play of ad, it isn't counted again.
Unmute
Number of times a user unmutes the video.
Collapse
Number of times a user collapses a video, either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player.
Expand
Average time, in seconds, that an expanding ad is viewed in an expanded state.

Any expansion times that exceed several minutes are capped. Extended expansion time can occur when a user opens an expanding ad without collapsing the ad or closing the browser. This cap rule prevents skewed results for average display time in reporting. While this event is counted only once per impression, the time that the ad remains in an expanded state is recorded as the total expansion time.

For example, if a user expands an expanding ad for 10 seconds, and then the same user expands the ad a second time for 10 seconds, the number of expansions is recorded as one, and the total expansion time is recorded as 20 seconds.

Any expansion times that exceed several minutes are capped. Extended expansion time can occur when a user opens an expanding ad on his or her browser then steps away for an hour without collapsing the ad or closing the browser. The capping rule helps prevent skewed results for average display time in reporting. While this event is counted only once per impression, the time that the ad remains in an expanded state is recorded as the total expansion time.
For example, if a user expands an Expanding ad for 10 seconds, and then the same user expands the ad a second time for 10 seconds, the number of expansions is recorded as one, and the total expansion time is recorded as 20 seconds.

Full screen
Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player.
Skips
Number of times an ad was skipped.
Average interaction rate
Number of user interactions with a video, on average, such as Pause, Full screen, Mute, etc.
Video interactions / Video starts
Deal metrics**

Deals ad requests    
Total ad requests associated with a given deal.


Deals bid responses    
Number of responses for a given deal that shows that a buyer is bidding.


Deals matched requests    
Deal ad requests which were “matched” with demand from the buyer associated with the deal.

Each “Deals matched request” represents one opportunity for the deal buyer to serve their ad in the context of the deal.


Deals match rate    
Effective Deal fill rate. The percentage of Deals matched requests divided by Deals ad requests.
Deals match rate = Deals matched requests / Deals ad requests


Applies to the Deals metrics family: 
  • ONLY work with each other; they are incompatible with all other metrics. 
  • ONLY function with the following dimensions: Days, Weeks, Months, Deal ID, Deal name, Deal types, Product, and Buyer networks. 
  • Are incompatible with the DSPs dimension:
    • Deals Ad Requests
    • Deals Bid Responses
    • Deals Matched Requests
    • Deals Match Rate 

**There is a date restriction on Deal metrics, you cannot view data beyond 32 days.

Active view metrics**

Active view measurable    
The estimated percentage of impressions that are eligible for Active View measurement. Reflects the Ad Exchange for Desktop, Mobile web, and Mobile app impressions.


Active view viewable
The percentage of viewable impressions out of all measurable impressions.This is effectively the “viewable” rate of a publisher’s inventory as measured by Google. 
Refer to our best practices information.

A lower viewability rate could be indicative of a poor user experience.

Active view enabled impressions    
The total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag and (b) the tag successfully communicates with the DoubleClick servers at the time of the impression. Doesn't apply to Benchmark reporting.


Active view measured impressions    
Out of the total number of impressions that were eligible, this represents the total number that were measurable by Active View. Doesn't apply to Benchmark reporting.


Active view viewed impressions    
The total number of impressions on the site that were viewable out of all measurable impressions. Doesn't apply to Benchmark reporting.


Active view average viewable time (beta)
The average time (in seconds) that an individual ad impression was viewable. This metric works across display, mobile web, and video inventory. 

Doesn't apply to Benchmark reporting.

Active view data collection began August 1, 2015. If this metric is included in queries prior to August 1, 2015, then the user interface shows dashes for dates where there is no data present.

**Applies to the Active View metrics family: An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (two seconds for video ads according to the IAB standards). You can't confirm that an ad has met the criteria for viewability unless it can be measured. All viewable ads are measurable. 
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