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Total reporting metrics

When you create or edit a query, select from the following metrics to view totals of DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks performance:

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.


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. For a code served to be counted, the ad server response must be non-empty. 

  • For non-delayed impressions (non-video requests): Code served count ~ Impressions
  • For delayed impressions (video and out-of-page 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

Total clicks
Total clicks served by the DoubleClick ad server, AdSense and Ad Exchange.


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.


Total average eCPM
eCPM averaged across the DoubleClick ad server, AdSense, Ad Exchange, and third-party Mediation networks.


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]


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 non-delayed counted impressions (non-video requests), unfilled impressions are calculated as: 
    Total requests - Total code served count
  • For delayed impressions (video and out-of-page requests), the Total code served count value might not match the Total impressions value because Total code served count reflects DFP responses regardless of whether the creative was actually rendered. Query Tool reports don't provide a breakdown between delayed impressions and non-delayed impressions, hence a report almost always show that impressions are lower than codeserves.

SDK mediation creative impressions
Total impressions served per ad network to mobile applications via SDK mediation.


SDK mediation creative clicks
Total clicks received per ad network to mobile applications via SDK mediation.


Total targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.


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


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.


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 being deprecated and is now a line item attribute.

Total Active View
Active View tracks the viewability of ads served via Google Publisher Tags (GPT). Viewability helps determine how likely it is that an ad was actually seen by a user. Two important factors are (a) what percentage of an ad appears in a viewable space on screen and (b) how long that portion of the ad remains visible. Learn more about Active View and a description of each metric.

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