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DFP report metrics

Learn which metrics display the information you need

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

How do I add metrics to my report?
Learn how to create a query to see how your inventory is performing.
MetricAvailable report types
Total impressions
Total impressions served by the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks. Total impressions doesn't include unfilled impressions. Learn more about how DFP counts impressions, including important updates effective October 2, 2017.
  Historical, Business intelligence
Label  Total

Total code served count
Number of times the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks responded to a request for an ad. A code serve is not counted if the ad server response is empty.

If this metric is broken down or filtered by Line item, Advertiser, Order, Line item type, and any unsupported dimension, the results could be incomplete. Using these combinations can cause all reservation impressions to fall into the "unknown" or "-" bucket.

The supported dimensions that can be combined with the ones listed above are: Ad unit, Placement, Creative, Creative size, Creative type, App names, Devices, Inventory types, and Device category.

  • For video requests and out-of-page requests (delayed impressions): Code served count >= Impressions
  • For traditional display requests: Code served count ~ Impressions
  • For Mediation chains, DFP counts a code served even if no impression is delivered: Code served count ~ Mediation served requests
For delayed-impression requests, the code served count value is generally more than the impressions value because code served count reflects DFP responses regardless of whether a creative was actually rendered. For traditional display requests, pre-rendering creatives can also cause a discrepancy between code served count and impressions.
  Historical, Business intelligence
Label  Total
Total clicks
Total clicks served by the DoubleClick ad server, AdSense and Ad Exchange.
  Historical, Business intelligence
Label  Total
Total CPM and CPC revenue
Total amount of CPM and CPC revenue based on the number of units served by the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks.
  Historical, Business intelligence
Label  Total
Total CPM, CPC, CPD, and vCPM revenue
Total amount of CPM, CPC, CPD and vCPM revenue based on the number of units served by the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks.
This metric is not compatible with secondary currencies. CPD line items using a secondary currency will incorrectly display the network default currency without exchange rate conversion.
  Historical, Business intelligence
Label  Total
Total average eCPM
eCPM averaged across the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks.
  Historical, Business intelligence
Label  Total
Total CTR
Percentage of impressions served by the DoubleClick ad server, AdSense and Ad Exchange that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. The total CTR is calculated as: 
[(Ad server clicks / Ad server impressions) x 100] + [(AdSense clicks / AdSense impressions) x 100] + [(Ad Exchange clicks / Ad Exchange impressions) x 100]
  Historical, Business intelligence
Label  Total

Unfilled impressions
Total number of ad requests to the DoubleClick ad server, AdSense and Ad Exchange that didn't return an ad. Learn more about unfilled impressions.

For traditional display requests, unfilled impressions are calculated as: Total requests - Total code served count

  Historical, Business intelligence, Partner finance
Label  Total, Partner management
SDK mediation creative impressions
Total impressions served per ad network to mobile applications via SDK mediation.
  Historical
Label  Total
SDK mediation creative clicks
Total clicks received per ad network to mobile applications via SDK mediation.
  Historical
Label  Total
Total targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  Total
Total targeted clicks
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  Total
Delivery indicator 
Percentage of the impression goal delivered per the percentage of time elapsed. The delivery indicator is always with respect to the current state, not the reporting date range chosen. The delivery indicator is calculated as: (% impression goal delivered / % of time elapsed)

This metric is deprecated. Use the "Delivery indicator" Line item dimension attribute instead.

  Historical
Label  Total
Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.
  Historical
Label  Total, Ad server, AdSense, Ad Exchange

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.
  Historical
Label  Total, Ad server, AdSense, Ad Exchange

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable impressions. A display ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB measurement standards). For in-stream video ads, 50% of its area must be displayed for at least two seconds.
  Historical
Label  Total, Ad server, AdSense, Ad Exchange

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions, calculated as: (measurable impressions ÷ eligible impressions) × 100

An ad is measurable when the Active View enabled tag successfully captured viewability information about the impression. Viewable impression measurement tools experience a small amount of data loss in addition to measurement gaps from some cross-domain iframe scenarios.

DFP's measurability metric focuses on actual measurement gaps, which you can resolve by removing iframes (learn more about troubleshooting viewability). The data loss is randomly distributed across viewable and measurable impressions, and therefore % Measurable is a reliable indicator of measurability for the publisher's inventory.

  Historical
Label  Total, Ad server, AdSense, Ad Exchange

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions, calculated as: (viewable impressions ÷ measurable impressions) × 100

For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View enabled 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.

  Historical
Label  Total, Ad server, AdSense, Ad Exchange

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Active View average viewable time (seconds)
The average time in seconds that an individual ad impression was deemed viewable, calculated as: (average viewable time ÷ 60). For example, if the value was 136.8, it would be equivalent to "average viewable time ÷ 60 = 2.28 minutes."

This metric works across display, mobile web, and video inventory. 
  Historical
Label  Total, Ad server, AdSense, Ad Exchange
Active View non-viewable impressions
Total number of impressions that were measured, but deemed not viewable.
  Historical
Label  Ad server
Active View non-measurable impressions
Total number of impressions that were not measured (e.g., impressions where measurement was attempted and failed).
  Historical
Label  Ad server
Active View viewable impression distribution
Percent of impressions where measurement was attempted, succeeded and deemed viewable.

Active View Viewable impression distribution  is calculated as: (# Viewable impressions) / (# Active View Eligible Impressions)
  Historical
Label  Ad server
Active View non-viewable impression distribution
Percent of impressions where measurement was attempted, succeeded and deemed non-viewable.

Active View Non-Viewable impression distribution is calculated as: (# Not viewable Impressions) / (# Active View Eligible Impressions)
  Historical
Label  Ad server
Active View undetermined impression distribution
Percent of impressions where measurement was attempted, but measurement did not succeed.

Active View Undetermined impression distribution is calculated as: (# Viewable impressions) / (# Measurable impressions)
  Historical
Label  Ad server

Ad server impressions
Impressions counted after the ad is downloaded in the user's device and has begun to load. This doesn't require that the ad content be fully loaded. This total excludes impressions from Ad Exchange and AdSense. It usually takes about 30 minutes for new impressions to be recorded and added to the total displayed here.

  Historical, Business intelligence
Label  Ad server

Ad server downloaded impressions
An impression that is counted after the ad has started to load on the publisher site. This doesn't require that the ad content be fully loaded.

  Historical, Business intelligence
Label  Ad server

Accredited by the Media Rating Council Accredited by the MRC for Display, Video, and Rich Media including Mobile Web. Metric totals are net of compliant General Invalid Traffic (GIVT) filtration, as well as some Sophisticated Invalid Traffic (SIVT) filtering techniques.
Ad server targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  Ad server
Ad server clicks
Total clicks served by the DoubleClick ad server. It usually takes about 30 minutes for new clicks to be recorded and added to the total displayed in reporting.
  Historical, Business intelligence
Label  Ad server
Ad server targeted clicks
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  Ad server

Ad server average eCPM
Average effective cost-per-thousand-impressions earned from the ads delivered by the DoubleClick ad server. The ad server average eCPM is a calculated as: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000

If the 'Ad server CPD revenue' metric is disabled under the "Ad server" metrics family, the CPD value is excluded from the average eCPM computation. For example, using the Key-values dimension makes the 'Ad server CPD revenue' unavailable, therefore eliminating the CPD value from your report.
  Historical, Business intelligence
Label  Ad server
Ad server CTR
Percentage of impressions served by the DoubleClick ad server that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. The ad server CTR is calculated as: (Ad server clicks / Ad server impressions) x 100
  Historical, Business intelligence
Label  Ad server
Ad server CPM and CPC revenue
CPM and CPC revenue earned, calculated in your network's currency, for the ads delivered by the DoubleClick ad server. Sum of all booked revenue.
  Historical, Business intelligence
Label  Ad server
Ad server CPD revenue
CPD revenue earned, calculated in your network's currency, for the ads delivered by the DoubleClick ad server.

This metric is not compatible with secondary currencies. CPD line items using a secondary currency will incorrectly display the network default currency without exchange rate conversion.

  Historical, Business intelligence
Label  Ad server
Ad server CPM, CPC, CPD, and vCPM revenue
CPM, CPC, CPD, and vCPM revenue earned, calculated in your network's currency, for the ads delivered by the DoubleClick ad server.

This metric is not compatible with secondary currencies. CPD line items using a secondary currency will incorrectly display the network default currency without exchange rate conversion.

  Historical, Business intelligence
Label  Ad server
Ad server impressions (%)
Ratio of impressions delivered by the DoubleClick ad server in relation to the total impressions delivered.
  Historical, Business intelligence
Label  Ad server
Number of unique cookies
The number of cookies detected in a DFP creative.

If the creative asset is hosted by a third party, it's possible that the third party could modify the asset after DFP has checked it. Creatives that are delivered via dynamic allocation (for example, from Ad Exchange, AdSense, or AdMob) are not included in the data protection report.

  Data protection
Label  Data protection
Ad server clicks (%)
Ratio of clicks delivered by the DoubleClick ad server in relation to the total clicks delivered. 
  Historical, Business intelligence
Label  Ad server
Ad server revenue (%)
Ratio of revenue generated by the DoubleClick ad server in relation to the total revenue.
  Historical, Business intelligence
Label  Ad server
Ad server code served count (Deprecated)
Number of times the ad server responded to a request for an ad. A code serve is not counted if the ad server response is empty.
  • For video requests and out-of-page requests (delayed impressions): Code served count >= Impressions
  • For traditional display requests: Code served count ~ Impressions

For delayed-impression requests, the code served count value is generally more than the impressions value because code served count reflects DFP responses regardless of whether a creative was actually rendered. For traditional display requests, pre-rendering creatives can also cause a discrepancy between code served count and impressions.

  Historical, Business intelligence
Label  Ad server
User list cost
Cost of the DFP Audience user list.
  Historical, Business intelligence
Label  Ad server
Ad server unfiltered downloaded impressions
Raw impression count before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server downloaded impressions.
  • This metric value might be greater than code served count if multiple impression pings are triggered for a single creative.
  • Only available aggregated by the following dimensions: Country, Date, Day of week, Week, Month and year, Order, Line Item, and Ad unit.
  Historical
Label  Ad server
Ad server unfiltered clicks
Raw click count before any invalid traffic filtration, including when multiple click pings are attempted for a single creative.. To analyze the amount of invalid traffic on a network, compare this metric with Ad server clicks.
  • This metric value might be greater than code served count if multiple impression pings are triggered for a single creative.
  • Only available aggregated by the following dimensions: Country, Date, Day of week, Week, Month and year, Order, Line Item, and Ad unit.
  Historical
Label  Ad server
AdSense impressions
Total impressions delivered by AdSense.
  Historical, Business intelligence
Label  AdSense
AdSense clicks
Total clicks delivered by AdSense.
  Historical, Business intelligence
Label  AdSense
AdSense targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  AdSense
AdSense targeted clicks
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  AdSense
AdSense CTR
The percentage of impressions served by AdSense that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. The AdSense CTR is calculated as: (AdSense clicks / AdSense impressions) x 100
  Historical, Business intelligence
Label  AdSense
AdSense revenue
Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone.
  Historical, Business intelligence
Label  AdSense
AdSense average eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.
  Historical, Business intelligence
Label  AdSense
AdSense impressions (%)
Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered.
  Historical, Business intelligence
Label  AdSense
AdSense clicks (%)
Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered.
  Historical, Business intelligence
Label  AdSense
AdSense revenue (%)
Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue.
  Historical, Business intelligence
Label  AdSense
AdSense matched ad requests*
Ad requests filled by AdSense ads.

  * This is a beta metric, available to publishers with an advanced video package, to help understand video fill rate.

  Historical
Label  AdSense
Ad Exchange impressions
Total impressions delivered by the Ad Exchange.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange clicks
Total clicks delivered by the Ad Exchange.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange CTR
The percentage of impressions served by the Ad Exchange that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. Ad Exchange CTR is calculated as: (Ad Exchange clicks / Ad Exchange impressions) x 100
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange revenue
Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange average eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange impressions (%)
Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange clicks (%)
Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange revenue (%)
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
  Historical, Business intelligence
Label  Ad Exchange
Ad Exchange targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.
  Historical
Label  Ad Exchange

Ad Exchange targeted clicks
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values.

  Historical
Label  Ad Exchange
Ad Exchange matched ad requests*
Ad requests filled by Ad Exchange ads.

* This is a beta metric, available to publishers with an advanced video package, to help understand video fill rate.

  Historical
Label  Ad Exchange
Yield group impressions
Number of matched yield group requests where a yield group partner delivered their ad to publisher inventory.
  • Desktop and mobile web
    For Ad Exchange and Exchange Bidding buyers, an impression is counted when the ad is downloaded on the publisher’s page, but not necessarily when it becomes viewable.
  • Mobile apps
    Banner format:
    • For Ad Exchange and Exchange Bidding buyers, an impression is counted when the ad is rendered on the publisher’s page, but not necessarily when it becomes viewable.
    • For mediated ad networks, an impression is counted as soon as the ad network returns an ad to DFP, regardless of whether it’s ever displayed by the publisher.

    Interstitial format:

    • An impression is counted when the ad is displayed in the publisher’s app.
  Historical
Label  Yield group
Yield group estimated CPM
The estimated net rate for yield groups or individual yield group partners.
  • For Exchange Bidding buyers and for Ad Exchange, this value is based upon the actual, real-time CPM bid.
  • For Mediation yield group partners, this value is based upon the CPM bid estimate used by DFP when positioning buyers within the Mediation chain.

    If automatic data collection is enabled, this value reflects a combination of the "Default CPM" values and the average CPM collected by DFP, adjusted for impression discrepancies with DFP recorded impressions. Otherwise, the "Default CPM" value, defined by the publisher when trafficking a yield group, is used.

  Historical
Label  Yield group

Yield group estimated revenue
Total net revenue earned by a yield group, based upon the yield group estimated CPM and yield group impressions recorded. This revenue already excludes Google revenue share.

Yield group estimated CPM * Impressions / 1000

  Historical
Label  Yield group

Yield group callouts
Number of times a yield group partner is asked to return bid to fill a yield group request.

Only applies to Exchange Bidding; not mediation. This data is available for 45 days after the event.

This report metric can be affected by exchange quotas, which regulate how many requests they want to receive from DFP, or the exchange's pretargeting configuration.

  Historical
Label  Yield group

Yield group successful responses
Number of times a yield group buyer successfully returned a bid in response to a yield group callout, even if that response is "no bids."

Only applies to Exchange Bidding; not mediation. This data is available for 45 days after the event.

  Historical
Label  Yield group

Yield group bids
Number of bids received from Exchange Bidding buyers, regardless of whether the returned bid competes in an auction.This number might be greater than Yield group callouts because a buyer can return multiple bids.

Only applies to Exchange Bidding; not mediation. This data is available for 45 days after the event.

  Historical
Label  Yield group

Yield group bids in auction
Number of bids received from Exchange Bidding buyers that competed in the auction.

Some bids may be filtered out before the auction runs if the bidder's response omits required fields or contains a creative that violates Google's policies. Learn more

Only applies to Exchange Bidding; not mediation. This data is available for 45 days after the event.

  Historical
Label  Yield group

Yield group auctions won
Number of winning bids received from Exchange Bidding buyers, even when the winning bid is placed at the end of a mediation for mobile apps chain.

Only applies to Exchange Bidding; not mediation. This data is available for 45 days after the event.

  Historical
Label  Yield group
Mediation fill rate
  • For Ad Exchange: Ad Exchange ad impressions / Ad Exchange ad requests
  • For other ad networks: Mediation impressions / (Mediation impressions + Mediation passbacks)

Learn more about mediation

  Historical
Label  Yield group
Mediation passbacks
Passbacks are counted when an ad network is given a chance to serve but does not deliver an impression, and DFP Mediation moves on to the next ad network in the mediation chain. A passback is counted only if an impression is recorded for another ad network down the list. Learn more about mediation
  Historical
Label  Yield group
Mediation third-party eCPM
Revenue per thousand impressions based on data collected by DFP from third-party ad network reports. Displays zero if data collection is not enabled. Learn more about mediation

(Third-party earnings / Third-party impressions) * 1000

  Historical
Label  Yield group
Mediation served requests
Total requests where a Mediation chain was served, even if none of the ad networks delivered an impression. Learn more about mediation
  Historical
Label  Yield group
Invoiced impressions
Total impressions plus any companion impressions not associated with an uplift (e.g., mobile, video, and rich media). Ad requests that returned ads that were eventually viewed.

In general, DFP charges anytime a call is made to the ad server to serve an ad impression. There are some exceptions, including but not limited to:

  • We don't charge for any unfilled ads that are prefetched, in other words, if there was no ad available at the time of the prefetch request.
  • We don't charge for impressions fitlered out by our spam detection system.
  • We don't charge for any companion ads where there's also an "uplift fee," for example, video and rich media.

As a result of these issues, there might be minor discrepancies between what's shown in DFP reports versus your monthly invoice.

  Historical
Label  Invoiced impressions
Invoiced unfilled impressions
Only non-prefetch unfilled impressions (ad requests that didn't return any ads). 
  Historical
Label  Invoiced impressions
Control impressions
Total unoptimized impressions for the control group.
  Historical
Label  Optimization
Control clicks
Total of unoptimized impression clicks for the control group. 
  Historical
Label  Optimization
Control CTR
Clickthrough rate for the control group; percentage of unoptimized impressions which result in clicks.
  Historical
Label  Optimization
Optimized impressions
Total impressions for the optimized group.
  Historical
Label  Optimization
Optimized clicks
Total clicks for the optimized group.
  Historical
Label  Optimization
Non-optimized impressions
Impressions delivered to your web site that weren't optimized.
  Historical
Label  Optimization
Non-optimized clicks
Clicks delivered to your web site that weren't optimized.
  Historical
Label  Optimization
Extra clicks
Clicks delivered by optimization that wouldn't have been delivered without optimization turned on.
Calculated as: Extra clicks = Optimized impressions x (Optimized CTR - Control CTR)
  Historical
Label  Optimization
Extra conversions
Conversions delivered by optimization that wouldn't have been delivered without optimization turned on.
Calculated as: Extra conversions = Optimized impressions x (Optimized rate - Control rate)

In this formula, rate is either the click-through conversion rate, view-through conversion rate, or the combined rate.

  Historical
Label  Optimization
Optimized CTR
Clickthrough rate for the optimized group. Percentage of optimized impressions which result in clicks.
  Historical
Label  Optimization

Lift
Increase in clickthrough rate (CTR) as a result of optimization for standard and bulk CPM and CPC line items. Lift is calculated as: Click lift = (Optimized CTR / Control CTR - 1) * 100

Learn more about how optimization effectiveness is measured.

  Historical
Label  Optimization
Percent optimized
Percentage of optimized standard and bulk line items out of the total impressions (control impressions aren't included).
  Historical
Label  Optimization
Impressions that are behind schedule
Total impressions from standard and bulk line items that are behind schedule.
  Historical
Label  Optimization
Impressions with no clicks recorded
Total impressions from standard and bulk line items that do not have corresponding clicks recorded for them.
  Historical
Label  Optimization
Sponsorship impressions
Impressions delivered for sponsorship line items.
  Historical
Label  Optimization
Impressions serving as fast as possible
Impressions for standard and bulk line items that are serving as fast as possible.
  Historical
Label  Optimization
Impressions with no lifetime goal
Impressions for CPM price priority line items. These line items don't have a lifetime goal and can't be optimized.
  Historical
Label  Optimization
Control revenue
Total revenue for the control group.
  Historical
Label  Optimization
Control eCPM
The effective eCPM of the control group.
  Historical
Label  Optimization
Optimized revenue
Total revenue for the optimized group.
  Historical
Label  Optimization
Optimized eCPM
The effective eCPM of the optimized group.
  Historical
Label  Optimization
Freed-up impressions
Number of impressions that were originally allocated to a CPC line item but weren't needed because optimization helped it to reach its goal faster. Impressions that would become available as a result of optimization.
  Historical
Label  Optimization

eCPM lift 
The relative difference in eCPM between the optimized group and the control group.
Calculated as: eCPM lift = (Optimized eCPM / Control eCPM - 1) * 100

Learn more about how optimization effectiveness is measured.

  Historical
Label  Optimization
Control view-through conversions
View-through conversions for the control group.
  Historical
Label  Optimization
Control click-through conversions
Click-through conversions for the control group.
  Historical
Label  Optimization
Control conversions per thousand impressions
(View-through conversions for control group ÷ Impressions for control group) × 1000
  Historical
Label  Optimization
Control conversions per click
Number of click-through conversions for the control group divided by the number of clicks for the control group.
  Historical
Label  Optimization
Optimized view-through conversions
View-through conversions for the optimized group.
  Historical
Label  Optimization
Optimized conversions per click
Number of click-through conversions for the optimized group divided by the number of clicks for the optimized group.
  Historical
Label  Optimization
Optimized conversions per thousand impressions
(View-through conversions for optimized group ÷ Impressions for optimized group) × 1000
  Historical
Label  Optimization
Optimized click-through conversions
Click-through conversions for the optimized group.
  Historical
Label  Optimization
View-through conversions lift
(Optimized conversions per thousand impressions / Control conversions per thousand impressions - 1) * 100
  Historical
Label  Optimization
Click-through conversions lift
(Optimized click-through conversions per thousand impressions / Control click-through conversions per thousand impressions - 1) * 100
  Historical
Label  Optimization
Total conversions lift
(Total optimized conversions per thousand impressions / Total control conversions per thousand impressions - 1) * 100
  Historical
Label  Optimization
Total control conversions per thousand impressions
((Click-through conversions for control group + View-through conversions for control group) ÷ Impressions for control group) × 1000
  Historical
Label  Optimization
Total optimized conversions per thousand impressions
((Click-through conversions for optimized group + View-through conversions for optimized group) ÷ Impressions for optimized group) × 1000
  Historical
Label  Optimization
Backup image impressions
The number of times a backup image was served instead of the Rich Media creative.
  Historical, Business intelligence
Label  Rich Media viewership

Total display time
A Rich Media metric that measures the total amount of time, in seconds, that each Rich Media ad is displayed to users over the specified date range. 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 total display time = Rich Media display time x Rich Media impressions
  Historical, Business intelligence
Label  Rich Media viewership

Average display time
A Rich Media metric that measures the average time, in seconds, that a Rich Media ad is displayed per impression. This is calculated using the following formula:

Rich Media average display time = Rich Media total display time / Rich Media impressions

  Historical, Business intelligence
Label  Rich Media viewership
Total expansions
Number of times a rich media expanding ad reached an expanded state, and the total amount of time that the ad was in an expanded state. This event is counted only once per impression, while the time the ad remains in an expanded state is recorded as a total expansion time.

If an expanding ad is expanded by a user for 10 seconds, and then expanded by the same user a second time for 10 seconds, the number of expansions is recorded as one, and the total expanding time is recorded as 20 seconds.

  Historical, Business intelligence
Label  Rich Media interaction
Average expanding time
Average amount of time, in seconds, that a rich media expanding ad is viewed in an expanded state. Any expansion times that exceed several minutes are capped. This rule prevents skewed results for average expansion time in reporting.
  Historical, Business intelligence
Label  Rich Media interaction
Interaction time
Total amount of time, in seconds, that a user interacted with a rich media ad. 
Rich media total interaction time = Rich media interaction time x Rich media interactive impressions
  Historical, Business intelligence
Label  Rich Media interaction
Total interactions
Total number of any non-impression events (exit links, movie loads, counter events, and timer events) that occurred when a user interacted with a rich media ad. This number is reached by adding up the sum of all counter events.
  Historical, Business intelligence
Label  Rich Media interaction
Interaction rate
Rate at which users interacted with a rich media ad. 
Rich media interaction rate = Rich media interactive impressions / Rich media impressions
  Historical, Business intelligence
Label  Rich Media interaction
Average interaction time
Average time, in seconds, that a user actively engages with an ad. For example, users could place their cursor over a game-like ad in order to scroll, click or otherwise interact with the ad for a prolonged period. 
Rich media average interaction time = Rich media total interaction time / Rich media interactive impressions
  Historical, Business intelligence
Label  Rich Media interaction
Interactive impressions
Number of rich media line item impressions that result in user interaction.
  Historical, Business intelligence
Label  Rich Media interaction
Manual closes
Number of times that a user manually closed a floating, pop-up, expanding, in-page with pop-up, or in-page with floating ad.

This metric isn't automatically tracked by rich media. You must ask your ad designer to add the necessary event function to a close button in order for this metric to be tracked.

  Historical, Business intelligence
Label  Rich Media interaction
Full-screen impressions
Measures the impression only once when a user opens an ad in full screen mode.
  Historical, Business intelligence
Label  Rich Media interaction
Total video interactions
Number of times that a user clicks on the graphical controls of a video player. This metric is recorded by measuring any changes to the video play experience other than auto-play and auto-complete.
  Historical, Business intelligence
Label  Rich Media video metrics
Video interaction rate
Ratio of video interactions to video plays.
Video interactions / Video plays
  Historical, Business intelligence
Label  Rich Media video metrics
Plays
Number of times that a video is played.
  Historical, Business intelligence
Label  Rich Media video metrics
Replays
Number of times that a video is restarted.
  Historical, Business intelligence
Label  Rich Media video metrics
Stops
Number of times that a video is stopped.
  Historical, Business intelligence
Label  Rich Media video metrics
View rate
Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66.

A video length value must exist for this metric to be calculated. DoubleClick Studio automatically detects the value, or it can be manually entered in DFP.

  Historical, Business intelligence
Label  Rich Media video metrics
Custom event - count
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 in ad development can be recorded as a counter. The default aggregation is one event per impression (except for exit links, which are counted every time).

For example, 100 users expand an expanding ad. The number of expanding counters is 100, regardless of how many times a user expanded the ad.

Developers can override the aggregation of counters to allow them to track multiple times within a single impression.

  Historical, Business intelligence
Label  Rich Media custom metrics
Custom event - time
Time during which a user views and interacts with a specified part of a rich media ad. A creative can have multiple timer events, each timed independently. This metric is presented per timer per impression. 

For example, if a timer is triggered twice, once for four seconds and once for six seconds, the report shows one timer event with a time of ten seconds.

Developers can override the aggregation of timers to allow them to track multiple times within a single impression.

  Historical, Business intelligence
Label  Rich Media custom metrics
Start
Number of times that a video is started.
  Historical, Business intelligence
Label  Video viewership
First quartile
Number of times that a video plays to 25% of its length. This applies to in-stream videos only.
  Historical, Business intelligence
Label  Video viewership
Midpoint
Number of times that a video is played until the middle of its view length.
  Historical, Business intelligence
Label  Rich Media video metrics, Video viewership
Third quartile
Number of times that a video plays to 75% of its length. This applies to in-stream videos only.
  Historical, Business intelligence
Label  Video viewership
Complete
Number of times that a video plays to its completion.
  Historical, Business intelligence
Label  Rich Media video metrics, Video viewership
Average view rate
Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66.
  Historical, Business intelligence
Label  Video viewership
Average view time
Average time, in seconds, that a video is viewed per view.
Total video view time / Video starts

For example, a 20-second video is viewed by one user for 20 seconds. A second user views the same video for only 10 seconds. The video view time is calculated as 15.00 seconds.

If a user drags the scrubber (video timeline) backward or stops the video altogether, the video view time is stopped.

For Rich Media creatives, Total video view time / Video plays.

  Historical, Business intelligence
Label  Rich Media video metrics, Video viewership
Completion rate
Percentage of times the video played to the end.
Video completes / Video starts
  Historical, Business intelligence
Label  Video viewership
Total error count
Number of times an error occurred, such as a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions.
  Historical, Business intelligence
Label  Video viewership
Total error rate
Total error count / (Total error count + Total impressions)
  Historical, Business intelligence
Label  Video viewership
Video length
Duration of the video creative.
  Historical, Business intelligence
Label  Video viewership
Skip shown
Number of times the "skip" button was shown (the skip button is shown 5 seconds after a skippable ad starts).
  Historical, Business intelligence
Label  Video viewership
Engaged view
Number of times the ad was viewed to completion. For VAST 3 or 4, a completion occurs when the user reaches the "skippable video engaged view time" defined in your network settings. An engaged view is not recorded if the ad completes before it reaches the engaged view time set for the network.
  Historical, Business intelligence
Label  Video viewership
View-through rate
Percentage of times the ad was viewed.
Engaged view / Skip shown
  Historical, Business intelligence
Label  Video viewership
Auto-plays
Number of times video ads play automatically. To implement auto-play metrics in your player, set the autoPlayAdBreaks parameter using the SDK.
  Historical, Business intelligence
Label  Video viewership
Click-to-plays
Number of times video ads have played when clicked. This is the default behavior of video ads.
  Historical, Business intelligence
Label  Video viewership
Pause
Number of times user paused an ad clip. Event logged once per view. If user repeatedly starts and pauses ad clip, it's not counted again.
  Historical, Business intelligence
Label  Rich Media video metrics, Video interaction
Resume
Number of times the user unpaused the video.
  Historical, Business intelligence
Label  Video interaction
Rewind
Number of times a user rewinds the video.
  Historical, Business intelligence
Label  Video interaction
Mute
Number of times video player was in Mute state during play of an ad clip. If player is muted before ad plays, it's counted the same as if user mutes player while ad plays. Event is logged once per view. If user mutes ad clip multiple times during play of ad, it isn't counted again.
  Historical, Business intelligence
Label  Rich Media video metrics, Video interaction
Unmute
Number of times that a video is unmuted after starting the mute state.
  Historical, Business intelligence
Label  Rich Media video metrics, Video interaction
Collapse
Number of times a user collapses a video, either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player.
  Historical, Business intelligence
Label  Video interaction
Expand
Average time, in seconds, that an expanding ad is viewed in an expanded state.

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

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

  Historical, Business intelligence
Label  Video interaction
Full screen
Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player.
  Historical, Business intelligence
Label  Video interaction
Skips
Number of times an ad was skipped.
  Historical, Business intelligence
Label  Video interaction
Average interaction rate
Number of user interactions with a video, on average, such as Pause, Full screen, Mute, etc.
Video interactions / Video starts
  Historical, Business intelligence
Label  Video interaction
VAST error count
The number of times a specific VAST video error is encountered. Learn more about VAST video error codes.
  Historical
Label  Video errors
View-through conversions
Number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's viewed an ad.

For a view-through conversion to be counted, all of the following conditions must be met:

  • There is no user click within the lookback window for clicks.
  • The user has a DoubleClick cookie.
  • There is a user impression within the lookback window for impressions.
  Historical, Business intelligence
Label  Conversions
Conversions per thousand impressions
(View-through conversions ÷ Impressions) × 1000
  Historical, Business intelligence
Label  Conversions
Click-through conversions
Number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's clicked on an ad.

Clicks are considered to be a stronger indication of viewer interest than impressions. DFP first checks whether a click-through conversion can be counted. If it can, no view-through conversion is counted for this activity call. For a click-through conversion to be counted, the user click must be within the lookback window for clicks.

  Historical, Business intelligence
Label  Conversions
Conversions per click
Number of click-through conversions divided by the number of clicks.
  Historical, Business intelligence
Label  Conversions
Advertiser view-through sales
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after viewing an ad.
  Historical, Business intelligence
Label  Conversions
Advertiser click-through sales
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after clicking on an ad.
  Historical, Business intelligence
Label  Conversions
Total conversions
Total number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's viewed or clicked on an ad.
  Historical, Business intelligence
Label  Conversions

Total advertiser sales
Amount of sales revenue generated for the advertiser because a user performed an action, such as completing a purchase, after viewing or clicking on an ad.

Total revenue = Advertiser view-through sales + Advertiser click-through sales

  Historical, Business intelligence
Label  Conversions
Eligible impressions
Total number of impressions that meet all criteria to be served by an Ad Exchange line item (for more information, see Dynamic allocation).

An eligible ad request trying to serve an impression can make requests to different inventory sources, such as DFP for reservation/remnant ads, and Ad Exchange for dynamic allocation.

An ad request to Ad Exchange may not get filled due to various reasons (such as no buyer bids, filtered bids due to a buyer's pre-targeting, bids under the price floor, or blocking). When dynamic allocation sends the request back to DFP, it may be the case that no reservation/remnant ad is selected by the ad server (for example, if the SI is on or ahead of schedule, or there's a lack of remnant line items targeting a given inventory section); in this case, the ad request goes unfilled.

In this scenario, a single eligible request can generate two or even more unfilled competing impressions.

  Historical, Business intelligence
Label  Dynamic allocation opportunity
Impressions competing
Number of DFP impressions that have competed in Ad Exchange and resulted in an impression from DFP or Ad Exchange. This metric excludes Ad Exchange requests that matched in the Ad Exchange auction, but didn't result in impressions.

There might be more eligible impressions than competing impressions for inventory because of how DFP and Ad Exchange compete in dynamic allocation.

  Historical, Business intelligence
Label  Dynamic allocation opportunity
Impressions not competing
Total "eligible Ad Exchange impressions" for the network minus "impressions competing in Ad Exchange" for the network.
  Historical, Business intelligence
Label  Dynamic allocation opportunity
Impressions not competing (%)
Impressions not competing expressed as a percentage of total eligible impressions. 
  Historical, Business intelligence
Label  Dynamic allocation opportunity
Dynamic allocation saturation rate
Total number of dynamic allocation queries sent to Ad Exchange over the total number of eligible queries. To increase the value of Ad Exchange and dynamic allocation, the saturation rate should be as close to 100% as possible.
  Historical, Business intelligence
Label  Dynamic allocation opportunity
Dynamic allocation match rate
Total number of impressions won by an Ad Exchange line item, regardless of whether there was a competing line item.
  Historical, Business intelligence
Label  Dynamic allocation opportunity
Unfilled competing impressions
Number of queries sent to Ad Exchange for the network, where Ad Exchange did not win the impression.
  Historical, Business intelligence
Label  Dynamic allocation opportunity
Host impressions
Total impressions for the host publisher.
  Historical, Partner finance
Label  Partner management

Host clicks
Total clicks for the host publisher.

  Historical
Label  Partner management
Host CTR
Click-through rate (CTR) for the host publisher. CTR is the percentage of impressions served by the DoubleClick ad server that resulted in users clicking on an ad. It’s calculated as: (Clicks / Impressions) × 100.
  Historical
Label  Partner management
Host revenue (Deprecated)  
Your share of revenue as the DFP network host. It’s the total host revenue earned, calculated in your network’s currency, for the ads delivered by the DoubleClick ad server. The amount represented on a single row is your share of revenue after distributing revenue share to your partners.
  Historical, Partner finance
Label  Partner management
Host eCPM (Deprecated)  
The average effective cost per thousand impressions the host publisher earned from ads that served to its websites and apps.
  Historical, Partner finance
Label  Partner management
Partner revenue (Deprecated)  
The partner publisher’s share of revenue pre-reconciliation, as calculated by the financial terms to which it belongs.
  Historical, Partner finance
Label  Partner management
Partner eCPM (Deprecated)  
The average effective cost per thousand impressions the partner publisher earned in its share of revenue.
  Historical, Partner finance
Label  Partner management
Partner impressions
Total impressions for the partner publisher. For Track assignments, this value will be 0, and you should instead look at the "Host impressions" metric.
  Historical
Label  Partner management
Partner clicks
Total clicks for the partner publisher.
  Historical
Label  Partner management
Partner CTR
Click-through rate (CTR) for the partner publisher. CTR is the percentage of impressions served by the DoubleClick ad server that resulted in users clicking on an ad. It’s calculated as: (Clicks / Impressions) × 100.
  Historical
Label  Partner management
Gross revenue
The partner publisher’s share of total revenue pre-reconciliation.
  Historical, Partner finance
Label  Partner management

Total monetizable content views
The number of video views from the shared partner content. Learn more

  Historical
Label  Partner management
Forecasted impressions
Total number of projected impressions, including those that have been reserved by existing line items. This metric can also include some unavailable impressions that aren't shown in interactive forecasting.
  Future sell-through
Label  Sell-through
Available impressions
Number of forecasted impressions that are not reserved by existing line items.
  Future sell-through
Label  Sell-through
Reserved impressions
Number of forecasted impressions that have been reserved by existing line items.
  Future sell-through
Label  Sell-through
Sell-through rate
Percentage of forecasted traffic that has been reserved for standard or sponsorship line items.
Sell-through rate = (reserved impressions / forecasted impressions * 100)
  Future sell-through
Label  Sell-through
Average impressions / visitor
The number of impressions attributed to each unique visitor your network reached.
  Reach
Label  Reach
Average revenue / visitor
The revenue attributed to each unique visitor your network reached.
  Reach
Label  Reach
Unique visitors
The "reach," or number of unique visitors exposed to different advertisers, orders, line items, or ad units in your network.
  Reach
Label  Reach