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DFP report dimensions

Learn which dimensions display the information you need

Below are all dimensions available in DFP reports, along with information about applicable report types and categorization. Filter the table with one or more keywords to find dimensions.

How do I add dimensions to my report?
Learn how to create a query and use report metrics to see how your inventory is performing.
DimensionAvailable report types
Advertiser
The name of the advertiser company assigned to an order. Select dimension attributes to display labels, advertiser type, and more.
  Historical, Future sell-through, Reach, Data protection
Label  Delivery
Creative
Creative that served to the ad slot request. Select dimension attributes to display click-through URL, SSL scan results, or custom fields.
  Historical, Data protection
Label  Delivery
Ad network name
Name of the ad network.
  Historical
Activity
Name of individual Activity.
  Historical
Label  Delivery
Activity group
Name of Activity Group.
  Historical
Label  Delivery
Aggregated demand channel (Deprecated)
Shows an aggregation of revenue by:
  • Direct (includes revenue from all standard, sponsorship and click tracking line items)
  • Google bidded (Ad Exchange/AdSense/AdMob line items)
  • Third-party demand (includes all bulk, price priority and network line items)
  • Unfilled impressions

This dimension is deprecated. Use "Demand channel" instead.

  Historical, Reach
Label  Delivery

Creative size (Deprecated)
Size of creative that served to the ad slot request. Creative size doesn't represent the actual size of a creative being served. This dimension represents the "Targeted Ad Unit Size" of the creative which is served. Since a Creative size can only be associated with filled impressions, this dimension is not compatible with the Unfilled impressions metric.

When the Creative size dimension is included in a report, companion delivery that is otherwise rolled up under master delivery is surfaced, so you may see higher totals than expected.

This dimension is deprecated. Use "Creative size (delivered)" instead.

  Historical, Business intelligence
Label  Delivery
Creative size (delivered)
The actual size of the creative served from DFP or Ad Exchange, which also matches the creative size reported in Ad Exchange. The size is displayed in the format "wxh" (for example, 300x250). Learn more

Ad Exchange impression numbers reported using this dimension may differ from the legacy "Creative Size" dimension due to how Creative Size (delivered) counts some AdWords text ads. Not compatible with the "Unfilled impressions" metric.

How this dimension differs from "Creative size":

  • Reports on the actual size of the creative served from DFP or Ad Exchange, rather than the creative size configured on a line item.
  • Matches the creative size reported in Ad Exchange.
  • Size format is WxH (no spaces).
  Historical
Label  Delivery
Creative type
Type of creative that served to the ad slot request. Values include:
  • Custom
  • Custom template
  • DoubleClick Rich Media
  • DoubleClick tag
  • HTML5
  • Image
  • Programmatic
  • Third-party
  • Video creative sets
  • Other
  Historical
Label  Delivery
Line item
The name of the line item associated to the Creative that served to the ad slot request. Select dimension attributes to display quantity, cost type, delivery indicator, and other information.
  Historical, Future sell-through, Reach, Data protection
Label  Delivery
Line item type
Type of line item associated to the Creative that served to the ad slot request.
  Historical, Future sell-through, Reach, Data protection
Label  Delivery

Master and Companion creative
Type of creative that served, when trafficked as a creative set.

For video master and companion creatives, master ads play within the video player; companion ads, usually display, serve to non-video ad slots in conjunction with the master.

  Historical
Label  Delivery
Order
The name of the Order associated to the line item linked to the Creative that served to the ad slot request. Select dimension attributes to display labels, salesperson, traffickers, and more.
  Historical, Future sell-through, Reach, Data protection
Label  Delivery
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
  Ad Exchange Historical
Label  Targeting
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.

  Ad Exchange Historical
Label  Targeting
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.

  Ad Exchange Historical
Label  Targeting
Programmatic buyer
The name of the buyer on a programmatic proposal.

This dimension is only available if DFP programmatic guaranteed is enabled in your network.

  Historical, Reach, Sales
Label  Delivery
Verified advertisers
Name of the verified advertiser you want to add to your list of companies. Verified advertisers are mapped between Ad Exchange and DFP. Learn more
  Historical
Label  Delivery
Verified brands
Name of the verified brand you want to add to your list of companies. Brands are children that are mapped to parent advertisers, providing you with more granular blocking and pricing options and reporting data.
  Historical
Label  Delivery
Verified categories
Names of the verified categories you want to add to your list of companies. Categories allow you to organize and filter your audience segments by common themes, such as Demographics, Geographic, or Interest.
  Historical
Label  Delivery
Cookie URL
The URL of the creative vendor that placed a cookie in your content. Learn more
  Data protection
Date
Daily breakdown of data. In DFP the data is show in an extended format, such as Monday, January 18, 2016. The exported format is more compact, for example M/D/YY.
  Historical, Future sell-through, Business intelligence
Label  Time unit
Day of week
Calendar day of the week (e.g., Monday, Tuesday)
  Historical, Future sell-through, Reach
Label  Time unit
Hour
Numeric hour of the day (0-23) according to the network time zone.
  Historical
Label  Time unit
Month and year
Month and year, formatted as MMMM YYYY.
  Historical, Future sell-through, Reach, Partner finance
Label  Time unit
Week
Weekly date range, formatted as "M/D/YY - M/D/YY".
  Historical, Future sell-through, Reach
Label  Time unit
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.
  Ad Exchange Historical
Label  Time unit
Weeks
View performance by week. Can also be shown as a range.
  Ad Exchange Historical
Label  Time unit
Months
View performance by month. Can also be shown as a range.
  Ad Exchange Historical
Label  Time unit

Demand Channel
Displays the method buyers used to access your inventory. This helps you report across your entire network.

  • Ad server (direct-sold line items)
  • AdSense
  • Ad Exchange (includes First look)
  • Exchange Bidding
  • Mediation
  Historical, Reach
Label  Delivery
Yield group 
Name of the group of ad networks or exchanges used for Mediation and Exchange Bidding. Learn more
  Historical
Label  Delivery
Yield group partner 
Name of the "Ad network" company within a yield group. Learn more
  Historical
Label  Delivery
Yield group partner tag
Name of a yield partner in a yield group, including the yield group name and "AdGroupId" value. For Ad Exchange, the value "DoubleClick Ad Exchange" is displayed.

For example, "MyYieldGroup-MyYieldPartner ID: 123456789".

Only applies to Mediation; not Exchange Bidding.

  Historical
Label  Delivery
Yield group partner type (Deprecated)
Mediation attributes for a yield group partner. Possible values include: Mediation, Exchange Bidding, or Ad Exchange.

This dimension is deprecated. Use Demand Channel, instead.

  Historical
Label  Yield group
Mediation group (Deprecated)
Name of the group of ad networks targeted to compete in mediation for publisher inventory.

This dimension is deprecated. Use "Yield group" instead.

  Historical
Label  Mediation
Mediation network (Deprecated)
Name of the ad network defined in the DFP company in a mediation group.

This dimension is deprecated. Use "Yield group partner" instead.

  Historical
Label  Mediation
Mediation network tag (Deprecated)
Name of a network in a mediation group, including the mediation group name and "AdGroupId" value. For example, "MyMediationGroup-MyMediationCompany ID: 123456789".

This dimension is deprecated. Use "Yield group partner tag" instead.

  Historical
Label  Mediation
Mediation type (Deprecated)
Type of mediation request, as defined for each network in a mediation group. For example, "Mobile app".

This dimension is deprecated.

  Historical
Label  Mediation
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.

These dimensions are only visible for Mediation-enabled publishers.

  • 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.
  Ad Exchange Historical
Label  Yield management
Third-party ad tags
Shows publishers the names of ad tags bought via Mediation.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use DFP yield management instead.

  Ad Exchange Historical
Label  Yield management
Third-party buyer accounts
Shows the performance of third-party ad networks buying through Mediation.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use DFP yield management instead.

  Ad Exchange Historical
Label  Yield management
Third-party buyer currency
Shows publishers the currency used by third-party ad networks. Currency is reflected in the denomination associated with user's account.

This dimension is related to Ad Network Optimization (ANO), which is now deprecated. Use DFP yield management instead.

  Ad Exchange Historical
Label  Yield management
Audience segment (billable)
Name of targeted Audience segment, including both first-party and third-party segments. This dimension is commonly used to better understand how impressions are allocated on your DFP invoice. Learn more
  Historical
Creative billing type
Creative type as associated on the DFP invoice.
  Historical
Data partner
Name of Audience segment data partner. If the segment is first-party, your DFP network name is displayed.
  Historical
Custom event type
Type of DFP Video and Rich Media custom event triggered.
  Historical
Label  Video
Custom event
Applicable to DFP Video and Rich Media.
  Historical
Label  Video
Content
The video content ingested in DFP. The content source status must be active to serve ads.
  Historical, Future sell-through
Label  Video
Content bundle
The video group that you assembled and targeted based on filters or by selecting individual videos, or both. The content bundles in DFP are automatically updated when new content is ingested with matching metadata.
  Historical
Label  Video
Content metadata
Displays metrics for content metadata values whose keys are enabled and mapped. Each dimension under "content metadata" is a metadata key. When you choose a dimension, the report displays the metrics for all the values assigned to that key.

Provide dimension feedback

  Historical
Label  Video
Fallback position
The position of an ad returned as a result of video fallback with a VAST redirect. This dimension is compatible with impressions, clicks, conversions, and other metrics that result from fallback and non-fallback ads being served.
  Historical
Label  Video
Live stream (Beta)
The name given to a live stream in DFP.
  Historical
Label  Video
Live stream ad break (Beta)
The name given to the ad break of a live stream in DFP.
  Historical
Label  Video
Metadata key
Displays metrics for the keys you mapped to video content metadata. Metrics shown per key are an aggregate of all values assigned to that key. There is no limit to the number of keys displayed in a report.

Provide dimension feedback

  Historical
Label  Video
Position in pod
The location of the video ads within the pod (groups of ads shown in sequence). Possible positions are: Position 1 in pod, Position 2 in pod, and Unknown position in pod. Pods require the creation of ad rules.

The "Unknown position in pod" value represents truly unknown or non-video traffic. To limit the results to video-only traffic, apply the "Line item environment type" filter when reporting on this dimension.

  Historical
Label  Video
Position of pod
The location of the pod (groups of ads shown in sequence) within the video content. Possible positions are: Pre-roll, Mid-roll, Post-roll, and Unknown position. Pods require the creation of ad rules.

The "Unknown position" value represents truly unknown or non-video traffic. To limit the results to video-only traffic, apply the "Line item environment type" filter when reporting on this dimension.

  Historical
Label  Video

VAST version (Beta)
The numerical version of a VAST creative that DFP returns (for redirects, this is not the VAST version from the third-party ad server), which may be useful in determining which version of VAST is requested on your ad tags, or if you distribute different ad tags to different players or partner inventory. Possible versions are: VAST 2, VAST 3, VAST 4, and Not applicable (for non-video requests).

This dimension can be combined with all video dimensions, including content metadata, date and time, request type, ad unit and placement, and all delivery dimensions. It is compatible with total impressions metrics; sell-through metrics; viewership, error, and interaction metrics.

Provide dimension feedback

  Historical
Label  Video
Video redirect third party (Beta)
The third party where DFP was redirected for the creative, based on the domain. This may be useful in determining fill rate of different creative vendors or for troubleshooting errors by server. Commonly used vendors are displayed by name; others are shown by domain.

This dimension is based on the "Creative" dimension, and is compatible with the same dimensions and metrics.

Provide dimension feedback

  Historical
Label  Video
Video SDK version (Beta)
The numerical version of the SDK, when present in the ad request, which may be useful in determining feature support or for troubleshooting.

This dimension can be combined with all video dimensions, request type, date and time, ad unit, and all creative dimensions. It is compatible with impression metrics; video viewership, interaction, and error metrics.

Provide dimension feedback

  Historical
Label  Video
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.
  Ad Exchange Historical
Label  Video inventory
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).

This dimension is only available if you use Ad Exchange for Video or Ad Exchange for Games.

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

  Ad Exchange Historical
Label  Video inventory

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

This dimension is only available if you use Ad Exchange for Video or Ad Exchange for Games.

  Ad Exchange Historical
Label  Video inventory
City
City associated to IP address from ad slot request
  Historical
Label  Geography
Country
Country associated to IP address from ad slot request
  Historical, Future sell-through
Label  Geography
Metro
Metro associated to IP address from ad slot request
  Historical
Label  Geography
Postal code
Postal Code associated to IP address from ad slot request
  Historical
Label  Geography
Region
Region associated to IP address from ad slot request
  Historical
Label  Geography
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. 
  Ad Exchange Historical
Label  Geography
Ad unit
Name of the ad unit. Fixed size ad formats associated to ad slot request are displayed as width x height, in pixels, for example 250x85. An ad unit size is determined by the size of the ad intended to fill the unit. Select dimension attributes to display the Ad unit code.

When you create a report that includes the "ad units" dimension, choose whether to show only the Top level of your inventory hierarchy, or All levels

  • Top-level displays only top-level ad units, with impression data for each child unit rolled up into the top level ad unit.
  • All levels includes aggregated impression data for each child ad unit rolled up into the top level ad unit, and shows above the lowest level you select.

For onscreen or exported reports, if you want each 'Inventory Unit' level to appear in its own column, select the report's hierarchical view option. If you choose to export your report to a file, the output will be flat.

  Historical, Future sell-through, Reach, Business intelligence
Label  Inventory
Ad request size (Deprecated)
Only selectable with limited set of metrics, including "unfilled impressions" and "codeserves." Only shows a single size per request, even if the request contained multiple sizes. The Creative size dimensions generally matches the ad request size when the ad requests contains a single size.

This dimension is deprecated. Use "Requested ad sizes" instead.

  Historical
Key-values
Key-values associated to ad slot request. Use the "Ad Server Targeted Impressions" and "Ad server impressions" report metrics to differentiate between targeted and untargeted impressions, respectively.
  Historical, Future sell-through
Label  Inventory
Placement
"Placement" dimension reports show historical data for each placement, based on the ad units that were in the placement as impressions and clicks were recorded.
  Historical, Future sell-through
Label  Inventory
Requested ad sizes

Includes all ad sizes in each ad request, accurately reflecting ad requests with multiple inventory sizes.

The size is displayed in the format "wxh" with multiple sizes separated by comma (e.g., 300x250, 600x300). You can apply filters to this dimension to only include certain sizes. Learn more

How this dimension differs from "Ad request size":

  • Reports on all ad sizes in each request to reflect multi-size inventory more accurately.
  • Broader compatibility with other dimensions and metrics.
  • Compatible with filters to limit the sizes included.
  • Format: WxH (no spaces, comma-separated)
  Historical
Label  Inventory
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.

  Ad Exchange Historical
Label  Inventory segments
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.

Choose the DFP Ad Units (Top Level) dimension to include only top-level ad units in your report.

  Ad Exchange Historical
Label  Inventory segments

DFP Ad Units (Top Level)
Show performance by top-level DFP Ad units only. Requests made to ad units defined under the top-level ad unit are aggregated into the top-level ad unit.

If a request was made directly to Ad Exchange, and not through DFP, the value displays as "(No inventory unit)". DFP requests include Dynamic Allocation.

  Ad Exchange Historical
Label  Inventory segments
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.
  Ad Exchange Historical
Label  Inventory segments
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.
  Ad Exchange Historical
Label  Inventory segments

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.
  Ad Exchange Historical
Label  Inventory segments
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

  Ad Exchange Historical
Label  Inventory segments
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.
  • Displays Interstitial when the ad call is an interstitial ad in a mobile device.
  • Displays (unknown) when the data came from an incorrectly formed request.
  Ad Exchange Historical
Label  General inventory
Creative sizes
Shows performance by the actual winning ad size of the creative.

Here are additional Creative 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.
  • Displays 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 Exchange Historical
Label  General inventory
Ad types
Shows the performance of different ad types. Possible ad types in reporting include:

Not all of these ad types might appear on your inventory.

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

This dimension is only visible if you use another Ad Exchange product, such as Video or Mobile.

  Ad Exchange Historical
Label  General inventory
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.
  Ad Exchange Historical
Label  General inventory
Ad request sizes
List of sizes included in the ad request, separated by comma. Video sizes are appended with "v".
  Future sell-through
Label  Inventory
DFP Placements
Show performance by DFP placements (if using DFP as your ad server). DFP requests include dynamic allocation.
  Ad Exchange Historical
Label  Inventory segments
App names (Beta)
Shows performance by mobile app.
  Historical
Label  Platform
Device categories
Shows the performance of different ad platforms and devices--Desktop, Tablet and High-end Mobile devices.

Mobile-app publishers can use other mobile-related dimensions for more granular insights on mobile advertising performance.

  Ad Exchange Historical
Label  General inventory
Device category
Shows delivery by device category: Desktop, Feature Phone, Smartphone, or Tablet.
  Historical
Label  Platform
Devices (Beta)
Shows performance by specific user mobile device. Possible values include:
  • Apple tablet
  • Apple phone/touch
  • Android tablet
  • Android phone
  • WebOS
  • Blackberry
  • Unknown: The query is from a mobile device, but we can't detect more specific details (e.g., whether it's from iOS, Android, a tablet, a phone, etc.).
  Historical
Label  Platform
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. Note that DFP identifies mobile apps via use of the SDK. Publishers using simplified URL tags to make requests for an app may see inconsistent results.
  • 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.
  Historical, Ad Exchange Historical
Label  Platform, Mobile

Request type
Shows performance broken out by the technology used to request the ad. This allows for advanced troubleshooting, such as investigating discrepancies between served and downloaded impressions. Possible values are:

  • AMP Ad tag
    An impression is attributed to a request from an <amp-ad> tag. This tag allows AMP Ads to load faster than standard ads, or ads from other tag types. If this value is something other than "AMP Ad tag" (such as "Google Publisher Tag" or "Other"), you're likely running ads from a custom domain; you may want to replace them with <amp-ad> tags so AMP Ads can load faster. Learn more.
  • Google Publisher Tag
    An impression is attributed to a request that was built dynamically.
  • GPT Simple-URL
    An impression is attributed to a request from a simple URL tag, which allows ads in environments where JavaScript isn’t supported.
  • GPT Light
    An impression is attributed to a request for a GPT Light for passback tag.
  • Video Tag
    An impression is attributed to a request from a video player.
  • Mobile Ads SDK
    An impression is attributed to a request that was built through the Google Mobile Ads SDK, so the ad is on an app.
  • Other
    Indicates less common requests such as Video Companion ad tag or Google Ad Manager tag.
  Historical
Label  Platform
Targeting
Information about the environments into which a line item or creative served. The data included in this dimension is delineated by the prefixes below:
  • Bandwidth= » Speed and/or type of device connection (e.g., cable)
  • Browser= » (Does not apply to mobile web and mobile apps) Name and version number of the user’s browser (e.g., Microsoft Internet Explorer 11). For browsers that auto-update, like Google Chrome, no version number is displayed.
  • BrowserLanguage= » (Does not apply to mobile apps) Abbreviated name of language configured for user’s browser (e.g., “en” for English).
  • DeviceCapability= » Special functionality of user's device (e.g., supports calls, supports mraid version 1)
  • Manufacturer= » Name of the company who manufactured the user's device (e.g., Google).
  • MobileCarrier= » Name of user's carrier network, or “Wifi” if a device was using a wireless network.
  • MobileDevice= » Name and version number of device (e.g., Nexus 4_from_Google)
  • MobileDeviceSubmodel= » Additional granularity, particularly for where the MobileDevice= value is generic (e.g., iPhone6,1)
  • OperatingSystem= » Name of device operating system (e.g., Microsoft Windows 7)
  • OperatingSystemVersion= » Version information about the device operating system (e.g., EqualTo_Android_5_0)
  • Platform= » Possible values are Desktop, HighEndMobile, MidRangeMobile, and Tablet.
  Historical
Label  Platform
App names
Shows publishers performance by mobile app names as they would appear on the iTunes
or Google Play store - e.g., “Angry Birds”

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

  Ad Exchange Historical
Label  Mobile
Bandwidth
Allows publishers to see performance by different mobile user connection types, e.g., Wifi, etc.

This dimension is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

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

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

  Ad Exchange Historical
Label  Mobile
Devices
Allows publishers to see performance by mobile user device type, e.g., “Android Tablet (Google)”

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

  Ad Exchange Historical
Label  Mobile
Operating system
Allows publishers to see performance by different mobile user OS versions.

This dimensions is only available if you use Ad Exchange for Video, Ad Exchange for Games, or Ad Exchange In-app.

  Ad Exchange Historical
Label  Mobile
Native ad format name
Break down your reports by native ad formats. Native ad formats define the variables that determine the content of your ads.
  Historical
Label  Native
Native style name
Break down your reports by native style. Native styles determine how your native creatives look for a segment of inventory.
  Historical
Label  Native

Assignment
Assignments help you define revenue sharing or ad serving relationships with partner publishers. Depending on your permissions, you can select from some or all of the following types of assignments, below.

  • Track: Define a revenue share agreement with a publishing partner for display or video ads. Revenue share is expressed in terms of a percentage value on the assignment.
  • Redirect: Send either a percentage or an absolute number of video ad requests to a partner publisher. The redirect is handled through a third-party VAST tag.
  • Share: Share specified video inventory with a partner DFP publisher. Your partner can then book line items directly against that inventory in their own DFP network.
  Historical, Partner finance
Label  Partner
Partner

A publisher with whom you have an agreement to share ads and revenue.

  Historical, Partner finance
Label  Partner
Partner label

Label applied to a publisher with whom you have an agreement to share ads and revenue.

  Historical, Partner finance
Label  Partner
Inventory ownership
Shows publishers the ownership of network partner (sub-syndicated) domains.

This is an account-level setting and not available to all publishers.

  • Owned and operated
  • Represented
  • Blocked
  • Uncategorized
  Ad Exchange Historical
Label  Network partners
Network partner names
Displays the name of the network partner.

This is an account-level setting and not available to all publishers.

  Ad Exchange Historical
Label  Network partners
All salespeople
Breakdown of data by both primary Salesperson and all Secondary salespeople assigned to an Order.
  Historical, Reach, Sales
Label  Users
Salesperson
Aggregated data rolled up under the primary Salesperson assigned to the Order.
  Historical, Future sell-through, Reach, Data protection
Label  Users
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

Why do I see "Unknown" values?
A very small number of impressions cannot be categorized. There might also be some instances where specific advertisers cannot be mapped to an Advertiser vertical.

This dimension is best used when combined with other data such as "Advertisers" and "Buyer networks." 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.

Incompatible with:

  • Bid ranges dimension
  • 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 metrics
  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers
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.

  Ad Exchange Historical
Label  Buyers

Bid ranges (gross)
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.

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.

Learn more about Bid landscapes reports.

  Ad Exchange Historical
Label  Bid landscapes
Buyer
Name of a verified buyer on both DFP and Ad Exchange. Learn more
  Business intelligence
Label  Delivery