Metrics

Search a table of all Campaign Manager metrics.
NameCategoryDefinition
Active View: Average Viewable Time (Seconds)Active View

The average time, in seconds, the ad appeared on screen. Only viewable impressions are counted toward this metric.

Average Viewable Time is capped (stops recording) as follows:

  • Display ads: at three minutes
  • Video ads: at the end of the video, or if the video is longer than 20 minutes, at five minutes per quartile

If the user scrolls away from the ad so that it is no longer considered viewable, the time on screen counter stops. If the user scrolls back to the ad so that it is considered viewable again, the counter resumes.

If the user switches to a different browser tab, time on screen stops recording. For video ads, the ad must be playing in addition to all of the above for time to be counted.

Example: A video ad that played for 10 seconds, was navigated away from, then returned to and played for another 10 seconds gives an average viewable time of 20 seconds.

Note: This metric is not available in Display & Video 360 for TrueView.

Active View: % Viewable ImpressionsActive ViewThe percentage of viewable impressions out of all measurable impressions, calculated as (Viewable Impressions) / (Measurable Impressions). For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.

Accredited by the Media Rating Council.  Learn more
Active View: % Measurable ImpressionsActive ViewThe percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.

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Active View: Impression Distribution (Not Measurable)Active ViewPercentage of eligible impressions where measurement was attempted, but failed.
Impression Distribution (not measurable) is calculated using the following formula: Not measurable impressions / Active View eligible impressions

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Active View: Impression Distribution (Not Viewable)Active View Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed non-viewable. Impression distribution (not viewable) is calculated using the following formula: Not viewable impressions / Active View eligible impressions

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Active View: Impression Distribution (Viewable)Active View Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed viewable. This metric differs from % Viewable Impressions, as it is the number of viewable impressions of ads where measurement is eligible, but not necessarily successful. This metric will be less than or equal to % Viewable Impressions, because the number of measurable impressions is always less than or equal to the total number of impressions. Impression distribution (viewable) is calculated using the following formula: Viewable impressions / Active View eligible impressions

Accredited by the Media Rating Council.  Learn more
Active View: Measurable ImpressionsActive ViewThe total number of impressions that were measurable with Active View. An ad is measurable when the Active View tag is able to capture viewability data about the impression and communicate that data to the Google Marketing Platform servers.

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Active View: Not Measurable ImpressionsActive View The total number of impressions that were not measurable with Active View. An ad is not measurable when the Active View tag fails to capture viewability information about the impression. Even when an ad has Active View, some factors may prevent the tag from capturing data. For example, in certain instances when an ad tag is served through a cross-domain Iframe, its viewability may not be measurable.

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Active View: Not Viewable ImpressionsActive View
Total number of impressions that were measured, but deemed not viewable.
  • Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
    • Ads on connected TVs are considered viewable when they are served on a known connected TV device on a top publisher while the video is playing for at least 2 consecutive seconds.
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Active View: Viewable ImpressionsActive View

The number of impressions on the site that were viewable out of all measurable impressions.

  • Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
    • Ads on connected TVs are considered viewable when they are served on a known connected TV device on a top publisher while the video is playing for at least 2 consecutive seconds.

All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured.

Accredited by the Media Rating Council.  Learn more
Active View: Eligible ImpressionsActive ViewThe total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type.

Accredited by the Media Rating Council.  Learn more
Active View: % Visible at StartActive ViewThe percentage of measurable impressions that were considered visible at the start of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible and Visible at StartActive ViewThe percentage of measurable impressions that were considered audible and visible at the start of the video. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at First QuartileActive ViewThe percentage of measurable impressions that were played to, and considered visible at, the first quartile of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible and Visible at First QuartileActive ViewThe percentage of measurable impressions that were played to, and considered audible and visible at, the first quartile of the video. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at MidpointActive ViewThe percentage of measurable impressions that were played to, and considered visible at, the second quartile of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible and Visible at MidpointActive ViewThe percentage of measurable impressions that were played to, and considered audible and visible at, the second quartile of the video. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at Third QuartileActive ViewThe percentage of measurable impressions that were played to, and visible at, the third quartile of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible and Visible at Third QuartileActive ViewThe percentage of measurable impressions that were played to, and audible and visible at, the third quartile of the video. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at CompletionActive ViewThe percentage of measurable impressions that were played to, and visible at, the completion of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible and Visible at CompletionActive ViewThe percentage of measurable impressions that were played to, and audible and visible at, the completion of the video. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Audible and Visible at CompletionActive ViewThe number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible 10 secActive ViewThe percent of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Visible 10 secActive ViewThe number of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Audible ImpressionsActive ViewThe percentage of impressions that were considered audible. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) RateActive ViewThe percentage of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ads midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) ImpressionsActive ViewThe number of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ad's midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Measurable ImpressionsActive ViewThe number of impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) RateActive ViewThe percentage of non-skipped Trueview impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ads midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) ImpressionsActive ViewThe number of non-skipped TrueView impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ad's midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Measurable ImpressionsActive ViewThe number of non-skipped TrueView impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: % Play Time VisibleActive ViewThe percentage of ad play time that was considered visible. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time AudibleActive ViewThe percentage of ad play time that was considered audible. Audible means the video's audio was at 10% or higher at any point.
Active View: % Play Time Audible and VisibleActive ViewThe percentage of ad play time that was considered both audible and visible. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Full-ScreenActive ViewThe percentage of impressions that were put in full-screen mode at any time during play.
Active View: % In BackgroundActive ViewThe percentage of impressions that were put in a background browser tab at any time during play.
Active View: % of First Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Visible at Midpoint) / (Midpoint Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Visible at Third Quartile) / (Third Quartile Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Completed Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Audible and Visible at First Quartile) / (First Quartile Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Audible and Visible at Midpoint) / (Midpoint Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Audible and Visible at Third Quartile) / (Third Quartile Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Completed Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Audible and Visible at Completion) / (Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View Custom Video MetricsActive View

In Campaign Manager navigate to Advertiser > Floodlight configuration > Active View custom viewability metric, or in Display & Video 360 navigate to Advertiser > Settings > Custom Viewability Metric to create video viewability metrics available in reporting. Users of both who manage Floodlight in Campaign Manager should enable there.

Set the following criteria to determine if impressions are counted (based on your metric):

  • Visibile% - The percentage of the ad that must be on screen to count an impression.
  • Audible - If required, audio must be at 10% or higher, at any point (or for your set time / quartile threshold), to count an impression.
  • Time threshold - The amount of time an ad must be visible to count an impression.
  • Quartile threshold - The quartile that must be reached to count an impression.

If both time and quartile thresholds are set, an impression will be counted when the first of either criteria is met.

 The following metrics appear in reporting:

  • Active View Custom Metric Viewable Impressions - The number of impressions considered viewable based on your criteria.
  • Active View Custom Metric Measurable Impressions - The number of impressions that were measurable for custom viewability.
  • Active View Custom Metric Viewable Rate - The percentage of custom measurable impressions that were considered custom viewable. 
Click-through Assisted ConversionsAttribution - Assisted Conversions

The total number of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

Click-through Assisted RevenueAttribution - Assisted Revenue

The total revenue value of click-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

Rich Media Assisted ConversionsAttribution - Assisted Conversions

The total number of conversions that had an assisting Rich Media interaction in the path, either as a total, or broken down by channel.

Unassisted conversionsAttribution - Assisted Conversions

The number of conversions for which the there was only one interaction that led to the conversion, and no other impressions or clicks assisted in the conversion.

View-through Assisted ConversionsAttribution - Assisted Conversions

The total number of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

View-through Assisted RevenueAttribution - Assisted Revenue

The revenue value of view-through conversions that had an assisting interaction in the path, either as a total, or broken down by channel.

Activity per Click (Conversion Rate)Conversion

For each Floodlight activity, the average number of activities (conversions) that result from one click, calculated as:

Activities / Clicks

If there are more clicks than activities, the value for this metric will be less than 1.

Activity per Thousand ImpressionsConversion

For each Floodlight activity, the average number of activities (conversions) that result from 1000 impressions, calculated as:

Activities / (Impressions / 1000)

If there are more than 1000 impressions for each activity, the value for this metric will be less than 1.

Click-through ConversionsConversion

All conversions in the reporting period that are attributed to a click on an ad.

+ Cross-Environment will also include when Floodlight attributed a click to one device or environment, then recorded a conversion on a different device or environment.

Click-through RevenueConversion

The total amount of revenue attributed to click-through conversions. Revenue is calculated for Floodlight sales activities.

First Click ConversionsConversion

The number of first clicks (by dimension and lookback window) that led to a conversion. For example, if the first click (in the lookback window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. 

Conversion EventsConversion

The number of times that a Floodlight activity was associated with a click or impression. Unlike conversions, Floodlight never counts more than one conversion event at a time, even if the conversion is a sales activity that reports multiple conversions at once.

+ Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion event on a different device or environment.

Click-through Conversion EventsConversion

All conversion events in the reporting period that are attributed to a click on an ad.

+ Cross-Environment will also include when Floodlight attributed a click to one device or environment, then recorded a conversion event on a different device or environment.

Dynamic Element View-through ConversionsConversion

Conversions that are attributed to an ad that was displayed but not clicked on, when the specific dynamic element value was present in the ad.

Dynamic Element Total ConversionsConversion

All conversions attributed to a dynamic element value in a reporting period, including both dynamic element click-through and dynamic element view-through conversions.

Dynamic Element Click-through ConversionsConversion

Conversions that are attributed to a click on an ad that contained the specific dynamic element value.

First Impression RevenueConversion

The value of conversions where an impression was the first interaction in a conversion path.

First Impression ConversionsConversion

The number of first impressions (by dimension and lookback window) that led to a conversion. For example, if the first impression (in the lookback window) for a given conversion path was on mobile, this metric will show a count of 1 for mobile environments but 0 for desktop environments. 

First Click RevenueConversion

The value of the conversions for which a click was the first interaction in the conversion path.

ConversionsConversion

The number of times that users took a desired action during the reporting period, after seeing or clicking on an ad. Each action is defined by a Floodlight activity. A conversion is only counted if the ad impression or click falls within the lookback windows set for the placement where it occurred. For sales activities, Floodlight might count more than one conversion per event. For example, you can set up Floodlight to count the number of items purchased as the number of conversions for a single event.

+ Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion on a different device or environment.

Floodlight ImpressionsConversion

The number of Floodlight or ad impressions recorded for each Floodlight configuration. You can use Floodlight impression data to debug your tags and ensure that they are implemented and firing correctly.

Floodlight impression data is only available at the Floodlight configuration, activity group, and activity levels. Selecting this metric limits the other types of data that can be selected for a given report. For example, Floodlight impressions cannot be matched with ads or creatives, so ad-level and creative-level data will be unavailable.

In cases where the Floodlight configuration is shared, the report shows aggregated impression data under the the parent advertiser where the configuration was set, then lists all of the child advertisers that are using the parent advertiser's Floodlight configuration.

The Floodlight impressions metric is compatible with the following dimensions:

  • Date:
    • Date
    • Month
    • Week
  • Campaign Manager:
    • Activity
    • Activity Group
    • Activity Group ID
    • Activity ID
    • Floodlight Configuration
A Floodlight impression is not the same as a Floodlight conversion (user activity). A Floodlight impression is counted whenever a user visits a webpage with a Floodlight tag. A conversion is only counted if that user has previously interacted with an ad that belongs to the same advertiser as the Floodlight tag.

Keep in mind that the number of Floodlight impressions will be higher than the number of conversions, because it counts every visit to Floodlight-tagged web pages, not just visits from users who have seen or clicked on an ad within the specified lookback window.

Revenue per ClickConversion

For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as:

Revenue / Clicks
Revenue per Thousand ImpressionsConversion

For each user click, the average amount of revenue recorded by each Floodlight sales activity, calculated as:

Revenue / (Impressions / 1000)
Total RevenueConversion

The total amount of revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions. Revenue is calculated for Floodlight sales activities. Reporting for each Individual floodlight conversion is capped at one million (of the conversion's currency).

+ Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded conversion revenue on a different device or environment.

Total conversion eventsConversion

All conversion events in the reporting period, including both click-through and view-through conversions.

+ Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion event on a different device or environment.

Total ConversionsConversion

All conversions in the reporting period, including both click-through and view-through conversions.

+ Cross-Environment will also include when Floodlight attributed an impression or click to one device or environment, then recorded a conversion on a different device or environment.

View-through ConversionsConversion

Conversions that are attributed to an ad that was displayed but not clicked on.

+ Cross-Environment will also include when Floodlight attributed an impression to one device or environment, then recorded a conversion on a different device or environment.

View-through Conversion EventsConversion

Conversion events that are attributed to an ad that was displayed but not clicked on.

+ Cross-Environment will also include when Floodlight attributed an impression to one device or environment, then recorded a conversion event on a different device or environment.

View-through RevenueConversion

The total amount of revenue attributed to view-through conversions. Revenue is calculated for Floodlight sales activities.

Video SkipsIn-stream video

The number of times a user has skipped a video clip that was playing.

This metric is only available on VAST 3.0 compliant publishers with skippable inventory, when "Include skip button" is enabled at the creative level.

Video Progress EventsIn-stream video

The number of times a user has either played 30 seconds of a video or played the entire video to its completion (whichever is shorter).

This metric is only available when tracking skippable video inventory.

Companion ImpressionsIn-stream Video

The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

Companion ClicksIn-stream Video

The number of clicks recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

TrueView ViewsIn-stream video

The number of times a viewer watches a TrueView in-stream ad for 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with your video, whichever comes first.

This metric is available for TrueView campaigns through enhanced YouTube tracking.

Booked ActivitiesDeliveryThe number of Floodlight activities booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPA cost model.
Booked ClicksDeliveryThe number of clicks booked for each placement in the report, adjusted for the time period specified. Add this metric to report on placements that are associated with a CPC cost model.
Booked ImpressionsDelivery

The number of impressions booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report.

Example equation:

Booked impressions = (booked impression units)/(number of days for which they
are booked) x (number of days of the report)

Notes:

  • If any of the placements in a report don’t have a CPM cost, the booked impressions value for these placements will be 0.
  • Add this metric to report on placements that are associated with a CPM cost model.
Booked Viewable ImpressionsDelivery

The number of viewable impressions as measured by Active View booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report.

Example equation:

Booked viewable impressions = (booked viewable impression units)/(number of days for which they
are booked) x (number of days of the report)

Notes:

  • Add this metric to report on placements that are associated with a vCPM - Active View cost structure.
  • If any of the placements in a report don’t use vCPM - Active View as a cost structure, the booked viewable impressions value for these placements will be 0.
ClicksDelivery

The number of times that users clicked on a creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded.

For TrueView ads, this is the number of clicks on a call to action that leads to a destination URL. These are clicks that lead outside of the video.


Accredited by the Media Rating Council.  Learn more
Click RateDelivery

The percentage of impressions that result in users clicking an ad, calculated as:

(Clicks / Impressions) × 100%

For example, if an ad delivers 500,000 impressions and receives 6000 clicks, the click rate is 1.2%.


Accredited by the Media Rating Council.  Learn more
Downloaded ImpressionsDelivery

The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range.

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.

As of October 2017, the Impressions metric uses the same count on download methodology that you could preview with this metric. Learn more

Dynamic Element ClicksDelivery

The number of times that users clicked on an ad that contained a specific dynamic element value.

A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded. This metric does not include clicks on click trackers, which are counted separately.

Dynamic Element Click RateDelivery

The percentage of dynamic element impressions that result in users clicking an ad. Calculated as:

(dynamic element clicks / dynamic element impressions) × 100%

For example, if a dynamic element value has 500,000 impressions and receives 6,000 dynamic element clicks, then the dynamic element click rate is 1.2%.

Dynamic Element ImpressionsDelivery

The number of times a user's browser requested and was sent an ad containing a specific dynamic element value.

A dynamic element impression is recorded every time the ad servers receive a request, regardless of whether a creative was subsequently delivered. For example, if a user loads a webpage that contains Campaign Manager ad tags, then closes the browser before the creative is delivered, an impression is still recorded.

HTML5 ImpressionsDelivery

The number of impressions delivered of rich media HTML5 creatives and display creatives with HTML5 assets.

ImpressionsDelivery

The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range.

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
Accredited by the Media Rating Council.  Learn more
Interaction CountDelivery

The number of interactions with a given channel. You can include the interaction count for the following channels:

  • Click tracker

  • Mobile Rich Media

  • Mobile static image

  • Mobile video

  • Natural search

  • Paid search

  • Rich media

  • Static image

  • Video

Roadblock ImpressionsDelivery

The number of impressions recorded for the primary placement within a roadblock.

User List Current SizeDelivery

The number of users (cookies) who are currently members of this list.

Impression Delivery StatusMedia Cost

For each placement, the percentage of impressions booked for the specified time period that have actually occurred, calculated as:

(Delivered impressions / Booked impressions) x 100%

This value only applies to placements with a CPM cost structure.

Flight Booked CostMedia Cost

The planned cost for each pricing flight in a given placement, based on the pricing information you enter in Campaign Manager.

Keep in mind that the planned cost is not necessarily the actual cost, because Campaign Manager may deliver more or fewer than the booked number of impressions, clicks, or activities. To report on the actual cost, you can include the “media cost” metric in your report.
Activity Delivery StatusMedia Cost

For each placement, the percentage of Floodlight activities (conversions) booked for the specified time period that have actually been delivered, calculated as:

(Total conversions / Booked activities) x 100%

This value only applies to placements with a CPA cost structure.

Click Delivery StatusMedia Cost

For each placement, the percentage of clicks booked for the specified time period that have actually occurred, calculated as:

(Delivered clicks / Booked clicks) x 100%

This value only applies to placements with a CPC cost structure.

Cost per Revenue (Floodlight conversions)Media Cost

For each Floodlight sales activity, the media cost for each unit of revenue recorded, calculated as:

Media Cost / Revenue

Keep in mind that revenue is recorded only for sales activities, not for counter activities.

Cost Per RevenueMedia Cost

The media cost for each unit of revenue recorded, calculated as:

Media Cost / Revenue

Cost Per ClickMedia Cost

The media cost per user click, calculated as:

Media Cost / Clicks

Cost Per ActivityMedia Cost

For each Floodlight activity, the media cost per user activity (conversion), calculated as:

Total Media Cost / Total Floodlight Activities Recorded

Flight Booked RateMedia Cost

The rate set for booked units for a given flight in a placement, based on the pricing information you enter in Campaign Manager.

Effective CPM (eCPM)Media Cost

The amount of revenue per 1000 impressions that is generated by your ads, calculated as:

(Media cost * 1,000)/ Impressions

Flight Booked UnitsMedia Cost

The number of Floodlight activities, clicks, or impressions booked for a given flight in a placement, set in Campaign Manager.

Media CostMedia CostSee Media Cost Article
Natural Search TransactionsNatural Search Conversions

The number of sales conversions attributed to natural search ads, as recorded by Floodlight sales activities.

Natural Search RevenueNatural Search Conversions

The amount of revenue recorded from Floodlight conversions attributed to natural search ads.

Paid Search RevenuePaid Search Conversions

The amount of revenue recorded from Floodlight conversions attributed to paid search ads.

Paid Search ImpressionsPaid Search

The number of times a paid search ad was shown.

Paid Search CostPaid Search

The total fees for clicks on paid search ads during the specified date range.

Paid Search ClicksPaid Search

The number of times that users clicked on a paid search ad during the specified date range, as reported by a search engine.

Paid Search Click RatePaid Search

The percentage of paid search impressions that result in users clicking an ad, calculated as:

(Paid search clicks / Paid search impressions) × 100%
Paid Search Average PositionPaid Search

The average position (or rank) of a paid search ad, which describes how the ad ranks against other ads in terms of where they appear on the search results page. For example, a value of 1 equals position 1, and a value of 1.7 equals an average position between 1 and 2.

Paid Search ActionsPaid Search Conversions

The number of non-revenue conversions—such as email subscriptions—that were recorded by Floodlight counter activities and attributed to paid search ads.

Floodlight: Paid Search Transaction Revenue Per SpendPaid Search Conversions

The ratio of paid search revenue to paid search cost, calculated as:

Paid search revenue / Paid search cost
Floodlight: Paid Search Transaction Conversion PercentagePaid Search Conversions

The number of transactions (conversions) recorded by Floodlight sales activities divided by paid search clicks. For example, if 10 customers click on a paid search ad and 4 of them complete a purchase, the paid search transaction conversion percentage is 40%, calculated as:

4 / 10 × 100%

(Depending on how they're set up, sales activities can count a single purchase as more than one transaction.)

Floodlight: Paid Search Spend Per Transaction RevenuePaid Search Conversions

The ratio of paid search cost to paid search revenue, calculated as:

Paid search cost / Paid search revenue
Floodlight: Paid Search Average DCM Transaction AmountPaid Search Conversions

The average amount of money per transaction (that is, conversion) that is recorded by a Floodlight sales activity and attributed to a paid search click. The average amount is calculated by dividing the total sales amount by the total number of transactions (conversions); depending on how they're set up, sales activities can count a single purchase as more than one transaction.

Floodlight: Paid Search Average Cost Per TransactionPaid Search Conversions

The average cost per transaction (CPT) of paid search, which is the amount you spend on paid search clicks per transaction that a customer performs. A transaction is a conversion recorded by a Floodlight sales activity; depending on how they're set up, sales activities can count a single purchase as more than one transaction.

Floodlight: Paid Search Average Cost Per ActionPaid Search Conversions

The average cost per action (CPA) of paid search, which is the amount spent on paid search clicks per action that a customer performs. An action is a non-revenue conversion—such as a catalog subscription—that is recorded by a Floodlight counter activity.

Floodlight: Paid Search Action Conversion PercentagePaid Search Conversions

The number of actions divided by the number of paid search clicks. Actions are non-revenue conversions—such as catalog subscriptions—that were recorded by Floodlight counter activities. For example, if 10 users click on a paid search ad and 5 of them sign up for catalog subscriptions (triggering a Floodlight counter activity), the paid search action conversion percentage is 50%, calculated as:

5 / 10 × 100%
Paid Search TransactionsPaid Search Conversions

The number of sales conversions attributed to paid search ads, as recorded by Floodlight sales activities.

Active View: Viewable Impression Cookie ReachReachIn reach reports, the estimated number of unique users with at least one viewable impression during the reporting period.
Cookie Reach: Total ReachReach

The estimated number of unique users who saw or clicked on an ad during the reporting period. The estimate is based on a count of unique cookies that are associated with impressions or clicks during the reporting period.

Cookie Reach: Incremental Total ReachReach

For each time increment within a report — hour, day, week, month, or year — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period.

For example, if your report is broken down by week, incremental total reach will show how many unique users saw or clicked during Week 1, how many additional users saw or clicked during Week 2, and so on. Users are only counted once and attributed to a particular week.

For the first time increment in a report, the incremental reach will equal the total reach. This is expected, because there are no prior time increments with data to use as a basis for comparison.
Cookie Reach: Incremental Impression ReachReach

For each time increment within a report — hour, day, week, month, or year — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period.

For example, if your report is broken down by hour, incremental impression reach will show how many unique users were served an ad during Hour 1, how many additional users were served an ad during Hour 2, and so on. Users are only counted once and attributed to a particular hour.

Cookie Reach: Incremental Click ReachReach

For each time increment within a report — hour, day, week, month, or year — the estimated number of additional new users who clicked on an ad, and who didn't click on an ad during any previous increment. The total for all increments is the click reach for the full reporting period.

For example, if your report is broken down by day, incremental click reach will show how many unique users clicked on Day 1, how many additional users clicked on Day 2, and so on. Users are only counted once and attributed to a particular day. The total for all increments is the click reach for the full reporting period.

Cookie Reach: Impression ReachReach

The estimated number of unique users who saw an ad during the reporting period. The estimate is based on a count of unique cookies that are associated with impressions during the reporting period.

Cookie Reach: Click ReachReach

The estimated number of unique users who clicked on an ad during the reporting period. The estimate is based on a count of unique cookies that are associated with clicks during the reporting period.

Cookie Reach: Average Impression FrequencyReach

The average frequency at which an ad is seen by users in a given demographic bucket. A frequency of 1 means that a user was seeing an ad for the first time, a frequency of 2 means it was seen twice, and so on. A higher average means that more of your audience saw your ads multiple times, while a lower frequency means that most people saw your ad only once or twice.

Average impression frequency is calculated using the following formula:

Average impression frequency = Audience impressions / Unique audience

By default, the average impression frequency is based on whichever date range you’ve selected, but you can also specify a different time period breakdown.

Unique Reach: Impression ReachReachThe estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and anonymized sign in data. Country is a required dimension.
Unique Reach: Click ReachReachThe estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and anonymized sign in data. Country is a required dimension.
Unique Reach: Total ReachReachThe estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and anonymized sign in data. Country is a required dimension.
Unique Reach: Average Impression FrequencyReachThe average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and anonymized sign in data.Country is a required dimension.
Average Display TimeRich MediaThe average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted.
Average Expansion TimeRich Media

For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state. Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative.

Once the creative has been displayed for more than 20 minutes, no further expansion time is counted.

The expansion time does not take into account Rich Media impressions for which no expansion was recorded.
Average Interaction TimeRich Media

The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. Similarly, if the mouse stops moving for more than a second, Reporting stops counting additional interaction time. When the mouse then begins moving again, if the cursor stays over the creative for more than a second, additional interaction time will be counted. The time is cumulative; only one interaction is counted per impression.

Once the creative has been displayed for more than 20 minutes, no further interaction time is counted.

For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), interaction time is counted for the external element only. For Rich Media expanding creatives, interaction time is counted even when the creative is not expanded. For Floating with reminder creatives, the interaction time is only counted for the floating element.

The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
Average TimeRich MediaThe average amount of time, in seconds, of Rich Media custom timers recorded during the specified date range. Custom timers are only reported when added by the creative developer.
Backup ImageRich Media

The total number of times that a backup image was served in place of an HTML5 asset during the specified date range.

Some common reasons a backup image is served:

  • The user is using an unsupported browser or operating system

  • The user's browser doesn't have JavaScript enabled

Code ServesRich Media

The number of times that the code for Rich Media creatives has been served to users during the specified date range.

The code serves metric is only relevant for interstitial or video creatives. For these creative types, there might be more code serves than impressions, because the creative isn't displayed when the webpage is first loaded. Instead, Campaign Manager first serves the code, which tells the browser when and how to display the asset (the piece that users actually see). A code serve is counted when the webpage loads, but not an impression. The impression is counted only when the asset is requested by the browser. In some cases, the code tells the browser to wait several seconds before the asset is shown, so it's possible that users will close their browsers or navigate to other webpages after the code is served but before an impression is counted.

Counters (Rich Media)Rich Media

This custom metric counts the number of times that a user interacts with any part of a Rich Media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured by the creative code can be recorded with a counter.

By default, only one counter event is counted per impression (except for exit links, which are counted every time). However, the designer can override this default to allow multiple events to be counted within a single impression.

Custom Variable CountRich Media

The aggregate number of events that occur for each custom variable and other dimensions in your report. There are separate custom variable metrics for each custom variable.

ExitsRich Media

Rich Media custom events that take place when a user clicks on or otherwise interacts with a Rich Media creative in a way that takes the user to a new webpage.

Expansion TimeRich Media

For Rich Media Expanding creatives, the amount of time, in seconds, that an expanded creative was displayed in its expanded state.

ExpansionsRich Media

The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression.

For third-parties to measure expansions in real-time, you can manually add the dc_expa= parameter to your placement tags. The parameter value is an encoded URL from a publisher that will receive a postback when the creative is expanded.

Full-screen Average View TimeRich Media

For Rich Media creatives that contain video that can be expanded to full-screen mode, the average amount of time that the video played full-screen. Only one full-screen impression is counted per impression. If a user expands to full-screen mode, then returns to standard mode, then expands to full-screen again, the full-screen time is cumulative. Time is only counted when the video is playing, not when the video is paused.

Once the creative has been displayed for more than 20 minutes, no further full-screen time is counted.

The full-screen average view time does not take into account Rich Media impressions for which no full-screen impression was recorded.
Full-screen ImpressionsRich Media

The number of Rich Media impressions during which a video played in full-screen mode. Only one full-screen impression is counted per impression, even if the user expands to full-screen mode, then returns to standard mode, then expands to full-screen again.

HD Video Player Size ImpressionsRich MediaThe number of impressions that served to a HD video player. (Desktop: 1280 pixels wide by 720 pixels high, or larger. Mobile: 91% of the screen or more covered.)
Interaction RateRich Media

The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation:

Rich Media interactive impressions / Rich Media impressions

For example, if a Rich Media ad was displayed ten times and two impressions experienced interaction with the ad, then the Rich Media Interaction Rate is reported as 20 percent.

Interactive ImpressionsRich Media

The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user:

  • Clicks an exit link

  • Makes the ad display in full-screen mode

  • Mouses over the ad for at least 1 continuous second

  • Expands the ad.

Large Video Player Size ImpressionsRich MediaThe number of impressions that served to a large video player (Desktop: Greater than 400 pixels wide by 300 pixels high, but smaller than 1280 pixels wide by 720 pixels high. Mobile: Between 21% and 90% of the screen covered).
Manual ClosesRich Media

The number of times that a user manually closes a Floating, Expanding, or In-Page with Floating ad.

This metric is not tracked automatically by Rich Media. The ad designer must add the necessary event function to a Close button in order for this metric to be tracked.
Measurable Impressions For AudioRich MediaThe number of impressions that were measured by Verification for audio.
Measurable Impressions For Video Player LocationRich MediaThe number of impressions that were measured by Verification for video player location.
Measurable Impressions For Video Player SizeRich MediaThe number of impressions that were measured by Verification for video player size.
Percentage Of Measurable Impressions For AudioRich MediaThe percentage of impressions that were measured by Verification for audio.
Percentage Of Measurable Impressions For Video Player LocationRich MediaThe percentage of impressions that were measured by Verification for video player location.
Percentage Of Measurable Impressions For Video Player SizeRich MediaThe percentage of impressions that were measured by Verification for video player size.
Rich Media Click RateRich Media

The percentage of Rich Media impressions that result in users clicking an ad, calculated as:

(Rich Media clicks / Rich Media impressions) × 100%
Rich Media ClicksRich Media

The number of times that users clicked on a rich media creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded.

Rich Media ImpressionsRich Media

Impressions of Rich Media creatives.

Small Video Player Size ImpressionsRich MediaThe number of impressions that served to a small video player. (Desktop: Less than 400 pixels wide by 300 pixels high. Mobile: 20% of the screen or less.)
TimersRich Media

Custom Rich Media events that record the time between two other events. For example, timers can track how long a video is displayed, the duration of a mouse-over, the time between clicks, and so on.

In reports:

  • Timers shows the number of times that timers were triggered in the Rich Media creative.

  • Average Time shows the average time, in seconds, that each timer event lasted.

Total Display TimeRich Media

The total amount of time, in seconds, that the Rich Media ad is displayed to users. For ads with multiple assets (for example, a Rich Media In-Page with Floating ad), the total display time is only counted for the out-of-banner asset. This number is reached using the following calculation:

Rich Media display time × Rich Media impressions
Total Interaction TimeRich Media

The total amount of time, in seconds, that users interacted with a Rich Media ad. This number is reached using the following calculation.

Rich Media interaction time × Rich Media interactive impressions
Total InteractionsRich Media

The total number of custom and standard events that are triggered when a user interacts with a Rich Media ad. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes.

Video Average View TimeRich Media

The average amount of time that an ad clip was played. For example, if a 20-second clip is played by one user for 20 seconds and a second user for 10 seconds, then the average time is calculated as 15.00 seconds. The event is logged when the user plays the ad clip to completion, stops play of the ad clip, or rewinds it. Video Average View Time can't be longer than the duration of the ad clip itself.

Video CompletionsRich MediaThe number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the video, as long as the endpoint is played.
Video First Quartile CompletionsRich MediaThe number of impressions for which an ad clip played to the end of the first quarter of the video's total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the video, no first quartile completion is logged.
Video Full-ScreenRich MediaThe number of impressions for which an ad clip was played in full-screen mode. An event is logged only once per impression.
Video Interaction RateRich Media

The ratio of video interactions to video plays. This number is reached using the following calculation:

Video interactions / Video plays
Video InteractionsRich MediaThe number of impressions where the user interacted with the video. A video interaction is counted when the user plays, pauses, stops, mutes, unmutes the video, and so on. Only one interaction is counted per impression.
Depending on the code in the creative, autoplay videos might count an interaction.
Video LengthDeliveryThe length, in minutes and seconds, of a video asset.
Video MidpointsRich MediaThe number of impressions for which an ad clip played to the midpoint of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the video, no midpoint is logged.
Video Muted At StartRich MediaThe number of impressions where the video player had a volume of 1% or lower at start.
Video MutesRich MediaThe number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the video plays. One mute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action.
Video PausesRich MediaThe number of impressions for which the user paused the video clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the video multiple times.
Video Player Location Avg Pixels From LeftRich MediaThe average number of pixels from the left edge of the browser that the video player was located.
Video Player Location Avg Pixels From TopRich MediaThe average number of pixels from the top edge of the browser that the video player was located.
Video Player Size Avg HeightRich MediaThe average height, in pixels, of the video player that your impressions served in.
Video Player Size Avg WidthRich MediaThe average width, in pixels, of the video player that your impressions served in.
Video PlaysRich MediaThe number of served video impressions, counted when the video clip was played or started by the user. Only one video play is counted, even if the user stopped and restarted the video. This metric is also known as "video starts."
Video Prominence ScoreIn-stream videoThe prominence score of video impressions reported as low, medium, and high. Video player size and location determine prominence. Large video players located at the top left of the browser window are high prominence. Small video players located at the bottom right of the browser are low prominence. More about prominence.
Video ReplaysRich MediaThe number of impressions for which a user restarted a video clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the video multiple times.
Video StopsRich Media

The number of impressions for which a user stopped a video clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the video multiple times.

Video Third Quartile CompletionsRich MediaThe number of impressions for which an ad clip played to the end of the third quarter of the video's total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the video, no third quartile completion is logged.
Video UnmutesRich MediaThe number of impressions for which mute was turned off to allow the video's sound to be played. An unmute is counted even if the user unmutes the ad before the video plays. One unmute is counted per impression, even if the user mutes and unmutes the video multiple times. Only video player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the video player is also controlled by that action.
Video View RateRich MediaThe percentage of the ad clip that was played. For example, if a user plays 20 seconds of a 30-second ad clip, then the rate is reported as 66.66%.
Video ViewsRich MediaThe number of impressions for which a video clip was played. An event is logged only once per impression, even if the video is played multiple times. The user doesn't need to play the entire clip; if any portion is played, including if the video was autoplayed, an event is logged.
Email SharesSocialThe number of times Twitter users shared your tweet via email.
FollowsSocialThe number of Twitter users that clicked follow, in order to receive Tweets/ updates from your promoted account. 
LikesSocial

The number of times Twitter users liked your Tweet by clicking the heart icon.

Other Twitter EngagementsSocialThe total number of clicks on a your Twitter profile image, clicks to expand the details of your Tweets, and clicks within your Tweets to expand a photo or video.
RepliesSocialThe number of times Twitter users Tweeted in response to your message, usually done by clicking the reply button. A reply always contains your @username.
Social Engagement RateSocialTotal engagements on your Twitter ad divided by the number of times the ad was shown.
RetweetsSocialThe number of times a Twitter user forwarded your Tweet to their group of followers. Retweets are used to spread news or share valuable findings on Twitter.
Twitter Offers AcceptedSocialThe number of times Twitter users added your Tweeted offer to their registered credit/debit card.
Twitter Leads GeneratedSocialThe number of times Twitter users shared their name and email address with you by clicking through a lead generation card in your Tweets.
Twitter Buy Now PurchasesSocialThe number of times Twitter users clicked the Buy button in your Tweet(s) and then completed the purchase.
Twitter Buy Now ClicksSocialThe number of times Twitter users clicked the Buy button in your Tweet(s).
Twitter App Install ClicksSocialThe number of times Twitter users clicked through your Tweet(s) to download your app.
Total Social EngagementsSocialThe total number of Clicks, Retweets, Likes, Replies, and Follows because of your Twitter campaign.
Twitter URL ClicksSocialThe number of times Twitter users clicked on URLs in your Tweets. These are limited to clicks that happen in Twitter clients and URLs that point to your content.
Twitter: video 50% in view for 2 secondsSocialFor Twitter campaigns, the number of times a video (with a least 50% of the video player on screen) was played for at least two seconds . 
Twitter: video 100% in view for 3 secondsSocialFor Twitter campaigns, the number of times a video (with at least 100% of the video player on screen) was played for at least three seconds .
Blocked ImpressionsVerificationThe number of verifiable impressions that Verification prevented from serving based on ad blocking criteria. Verifiable video impressions that were prevented from serving aren't counted in this metric's total. 
Classified ImpressionsVerification

Number of verifiable impressions for which there is a referrer URL and for which the content of the URL or domain has been analyzed for the purposes of classification. Keep in mind that analysis doesn't always lead to the assignment of a content classifier because many sites have content that doesn't fall into any of the classification categories, which are designed to catch potentially inappropriate content.

Publisher ProblemsVerification

The number of incidents where Verification detected a problem attributed to the publisher, such as an empty third-party click string.

Reporting ProblemsVerification

The number of incidents where Verification detected a problem that could cause counting discrepancies, such as a missing or invalid ord= key-value.

Serving ProblemsVerification

The number of incidents where Verification detected a problem that could cause problems with ad delivery, such as a missing size parameter in the tag or a lack of creatives available to serve.

Verifiable ImpressionsVerification

The number of impressions recorded by Verification in Campaign Manager. Ads must be supported for Verification to record impressions.  

This metric is only available in Display & Video 360 through the report builder beta.
WarningsVerification

The number of incidents where Verification detected tags that have unclear instructions for the ad server that may not necessarily prevent them from rendering correctly.

% Impression Share by DemographicGRP

Percentage of impressions for a given portion of the audience out of the campaign’s total number of impressions. For example, a given portion of the audience might have 25% of the total number of impressions for a campaign. In this case, the audience impression share is 25%.

% Audience Share by DemographicGRPPercentage of unique users from a specific demographic of the audience out of the campaign’s total unique audience. For example, a given portion of the audience might constitute 25% of the total unique audience. In this case, the audience share is 25%.
% Population Share by DemographicGRPPercentage of users reached out of the total potential reach for a given demographic (the population). For example, a campaign might reach 5% of the users who belong to a given demographic bucket in the US. In this case, audience reach is 5%.
Impressions (GRP reports)GRPThe number of impressions from a given demographic.
Invalid ClicksInvalid TrafficThe number of clicks that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
Invalid ImpressionsInvalid TrafficThe number of impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) ImpressionsInvalid TrafficThe number of invalid impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers; and prefetch traffic.

Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) ClicksInvalid TrafficThe number of invalid clicks that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.

Accredited by the Media Rating Council.  Learn more
% Invalid ClicksInvalid TrafficThe percent of total clicks that were proactively removed by traffic quality filtering.
% Invalid ImpressionsInvalid TrafficThe percent of total impressions that were proactively removed by traffic quality filtering.
Invalid Active View Eligible ImpressionsInvalid TrafficThe number of impressions that were eligible to measure viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
Invalid Active View Measurable ImpressionsInvalid TrafficThe number of impressions that were measurable for viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
Invalid Active View Viewable ImpressionsInvalid TrafficThe number of impressions that were considered viewable by Active View, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Eligible ImpressionsInvalid TrafficThe number of impressions that were eligible to measure viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.

Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Measurable ImpressionsInvalid TrafficThe number of impressions that were measurable for viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.

Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Viewable ImpressionsInvalid TrafficThe number of impressions that were considered viewable by Active View, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.

Accredited by the Media Rating Council.  Learn more
Audio Companion ClicksIn-stream audio
The number of clicks recorded for companion creatives for audio creatives.
Audio Companion ImpressionsIn-stream audio
The number of impressions recorded for companion creatives for audio creatives.
Audio CompletionsIn-stream audio
The number of impressions for which an ad clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the audio, as long as the endpoint is played.
Audio First Quartile CompletionsIn-stream audio
The number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the audio content, no first quartile completion is logged.
Audio MidpointsIn-stream audio
The number of impressions for which an ad clip played to the midpoint of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the audio content, no midpoint is logged.
Audio MutesIn-stream audio
The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the audio content plays. One mute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
Audio PausesIn-stream audio
The number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the audio content multiple times.
Audio PlaysIn-stream audio
The number of served audio impressions, counted when the audio clip was played or started by the user. Autoplays are not counted as part of audio plays. Only one audio play is counted, even if the user stopped and restarted the audio content. This metric is also known as "audio starts."
Audio ReplaysIn-stream audio
The number of impressions for which a user restarted an audio clip after it was stopped or paused. Only one replay is counted per impression, even if the user stopped and restarted the audio content multiple times.
Audio StopsIn-stream audio
The number of impressions for which a user stopped an audio clip that was playing. Only one stop is counted per impression, even if the user restarted and stopped the audio content multiple times.
Audio Third Quartile CompletionsIn-stream audio
The number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the audio content, no third quartile completion is logged.
Audio UnmutesIn-stream audio
The number of impressions for which mute was turned off to allow the audio’s sound to be played. An unmute is counted even if the user unmutes the ad before the audio content plays. One unmute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player unmutes are counted. Instances where the user unmuted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.