Metrics in reports

The following is a list of metrics that are available in various reports in Display & Video 360.

When you create a report, you can view metrics in up to three different currencies:

  • Choose Advertiser to view metrics in the currency specified in the advertiser's basic details.
  • Choose Partner to view metrics in the currency specified in the partner's details.
  • Chose USD to view metrics in United States dollars.
Select a category from the Narrow by … menu to view a specific category of metric.
MetricCategoryDescription
Audio Mutes (Audio)AudioThe number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the audio content plays. One mute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
Audio Unmutes (Audio)AudioThe number of times an audio clip has been unmuted. This is logged once per view, such that if a person mutes and un-mutes the audio multiple times, the subsequent unmutes aren't counted.
Companion Clicks (Audio)AudioThe number of clicks recorded for companion creatives for audio creatives.
Companion Impressions (Audio)AudioThe number of impressions recorded for companion creatives for audio creatives.
Complete Listens (Audio)AudioThe number of impressions for which an audio clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the audio, as long as the endpoint is played.
Completion Rate (Audio)AudioThe percentage of audio impressions that played to completion.
First Quartile (Audio)AudioThe number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the audio content, no first quartile completion is logged.
Midpoint (Audio)AudioThe number of impressions for which an ad clip played to the midpoint of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the audio content, no midpoint is logged.
Third Quartile (Audio)AudioThe number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the audio content, no third quartile completion is logged.
Pauses (Audio)AudioThe number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the audio content multiple times.
Starts (Audio)AudioThe number of served audio impressions, counted when the audio clip was played or started by the user. Autoplays are not counted as part of audio plays. Only one audio play is counted, even if the user stopped and restarted the audio content. This metric is also known as "audio starts."
Stops (Audio)AudioThe number of times the audio clip has been stopped.
Active View: % Audible ImpressionsActive ViewThe percentage of measurable impressions that were considered audible. Audible means the video's audio was at 10% or higher at any point.
Active View: % Full-ScreenActive ViewThe percentage of impressions that were put in full-screen mode at any time during play.
Active View: % In BackgroundActive ViewThe percentage of impressions that were put in a background browser tab at any time during play.
Active View % Measurable ImpressionsActive ViewThe percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.

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Active View: % of Completed Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Audible and Visible at Completion) / (Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Completed Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Audible and Visible at First Quartile) / (First Quartile Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Audible and Visible at Midpoint) / (Midpoint Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Visible at Midpoint) / (Midpoint Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions Audible and VisibleActive ViewThe percentage of audible and visible impressions that were played to, and considered audible and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Audible and Visible at Third Quartile) / (Third Quartile Completions). Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Visible at Third Quartile) / (Third Quartile Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time AudibleActive ViewThe percentage of ad play time that was considered audible. Audible means the video's audio was at 10% or higher at any point.
Active View: % Play Time Audible and VisibleActive ViewThe percentage of ad play time that was considered both audible and visible. Audible means the video's audio was at 10% or higher at any point. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time VisibleActive ViewThe percentage of ad play time that was considered visible. Visible means at least 50% of the ad's pixels were on screen.
Active View % Viewable ImpressionsActive ViewThe percentage of viewable impressions out of all measurable impressions, calculated as (Viewable Impressions) / (Measurable Impressions). For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.

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Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) ImpressionsActive ViewThe number of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ad's midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Measurable ImpressionsActive ViewThe number of impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) RateActive ViewThe percentage of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ads midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) ImpressionsActive ViewThe number of non-skipped TrueView impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ad's midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Measurable ImpressionsActive ViewThe number of non-skipped TrueView impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) RateActive ViewThe percentage of non-skipped Trueview impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or the ads midpoint. Audible means the video's audio was at 10% or higher at any point.
Active View Average Viewable TimeActive View

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

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

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

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

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

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

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

Active View Custom Viewability MetricsActive View

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

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

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

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

 The following metrics appear in reporting:

  • Active View Custom Metric Viewable Impressions - The number of impressions considered viewable based on your criteria.
  • Active View Custom Metric Measurable Impressions - The number of impressions that were measurable for custom viewability.
  • Active View Custom Metric Viewable Rate - The percentage of custom measurable impressions that were considered custom viewable. 
Active View Eligible ImpressionsActive View
The total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type.
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Active View: Impression Distribution (Not Measurable)Active ViewPercentage of eligible impressions where measurement was attempted, but failed.
Impression Distribution (not measurable) is calculated using the following formula: Not measurable impressions / Active View eligible impressions

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

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

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

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

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

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

  • Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.

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

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Active View: % Visible at CompletionActive ViewThe percentage of measurable impressions that were played to, and visible at, the completion of the video. Visible means at least 50% of the ad's pixels were on screen.
Cookie Reach: Impression ReachAudienceThe number of unique cookies you've reached, per creative utilized in a given insertion order.
Match RatioAudienceThe match ratio describes the similarity between the users on a first-party audience list to the users on a third-party audience list. Numbers greater than 1 are a positive correlation, where higher numbers indicate a greater similarity. Match ratios under 1 correspond to a negative correlation, and generally imply a list isn't good to target.More about the match ratio
Potential ImpressionsAudienceThe number of impressions associated with users that appear in both an individual first-party audience list and an individual third-party audience list.
Unique Cookies with ImpressionsAudienceThe number of unique cookies, that have impressions, belonging to users that appear in both an individual first-party audience list and an individual third-party audience list.
Reach (Cookies)AudienceThe total number of all cookies that match your targeting.
Billable CostBilling metrics (Partner Billing report only)

Billable cost is the amount of money invoiced to partners for using Display & Video 360. Billable cost is calculated as the sum of media costs plus any "invoiced" partner costs (such as CPM fee 1, CPM fee 2, Media fee 1, Media fee 2), and is calculated differently based the configuration of each partner.

Platform FeeBilling metrics (Partner Billing report only)The fee for using Display & Video 360.
% Clicks Leading to ConversionsConversion performanceThe rate at which clicks led to conversions (based on the number of Post-Click Conversions), calculated as the prdouct of PC Conversions / Clicks.
% Impressions Leading to ConversionsConversion performanceThe rate at which impressions led to conversions, calculated as the product of Conversions / Impressions × 100.
Conversions per 1000 ImpressionsConversion performanceThe number of conversions for every 1000 impressions purchased.
Audio Revenue eCPCLAudioThe average cost of each complete audio impression, based on the Revenue Spent, calculated as Revenue / Complete (Audio).
DCM Post-Click RevenueFloodlight Sales metrics

The cost amount passed by a Floodlight Sales tag, after a post-click conversion.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

DCM Post-View RevenueFloodlight Sales metrics

The cost amount passed by a Floodlight Sales tag, after a post-view conversion.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

DCM Post-Click Revenue + Cross-EnvironmentConversion performanceThe cost amount passed by a Floodlight sales tag after a cross-device post-click conversion.
DCM Post-View Revenue + Cross-EnvironmentConversion performanceThe cost amount passed by a Floodlight sales tag after a cross-device post-view conversion.
Post-Click ConversionsConversion performance

The number of times a person has landed on a success page, after clicking on an ad.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

Post-Click Conversions + Cross-EnvironmentConversion performanceThe number of times a user has converted after clicking on an ad on any of their devices.
Post-View ConversionsConversion performance

The number of times a person has landed on a success page, after viewing an ad. Post-view conversions can also be thought of as "post-impression" conversions.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

Post-View Conversions + Cross-EnvironmentConversion performanceThe number of times a user has converted after viewing an ad on any of their devices.
RevenueConversion performanceRevenue refers to the amount of money spent to purchase impressions and deliver ads through Display & Video 360. Revenue is calculated based on the revenue model set for line items.
Revenue eCPAConversion performanceThe average cost of each conversion, based on the Revenue spent, calculated as Revenue / Conversions.
Revenue eCPA (PC)Conversion performanceThe average cost of each post-click conversion, based on the Revenue spent, calculated as Revenue / Post-Click Conversions.
Revenue eCPA (PV)Conversion performanceThe average cost of each post-view conversion, based on the Revenue spent, calculated as Revenue / Post-View Conversions.
Revenue eCPCConversion performanceThe average CPC you paid, based on Revenue, calculated as Revenue / Clicks.
Revenue eCPMConversion performanceThe average CPM you paid for impressions, based on Revenue, calculated as the product of Revenue / Impressions × 1000.
Revenue Viewable eCPMConversion performanceThe average CPM you paid for Viewable Impressions, based on Revenue, calculated as the product of Revenue / Viewable Impressions × 1000. An 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 standards).
Total ConversionsConversion performanceThe aggregate total of all Post-View Conversions and Post-Click Conversions.
Total Conversions + Cross-EnvironmentConversion performanceThe sum of all Post-View Conversions + Cross-Environment and Post-Click Conversions + Cross-Environment.
CPM Fee 1FeesLine item CPM Cost 1 × Impressions / 1000.
CPM Fee 2FeesLine item CPM Cost 2 × Impressions / 1000.
Data FeesFeesThe fees for using third-party audience segment data, based on the third-party audience lists targeted by your line items.
Media Fee 1FeesMedia Fee 1 % × Media Cost
Media Fee 2FeesMedia Fee 2 % × Media Cost
Premium FeeFeesThe fees for any premium features used. CPM Fee 5 is reserved for premium fee usage.
Billable ImpressionsGeneralThe number of impressions that reached the intended or guaranteed audience. In a campaign with an audience guarantee, impressions that don't reach the agreed upon audience (as defined by Nielsen, comScore, vCE, or other 3rd party) won't be considered billable.  Depending on inventory type,  partial impressions may be reported.
ImpressionsGeneral

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

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
 Depending on inventory type,  partial impressions may be reported.

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ClicksGeneralThe number of times a person has clicked on an ad.

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Click Rate (CTR)GeneralThe percentage of time people clicked on an ad, calculated as the product of Clicks / Impressions × 100. This is sometimes called "clickthrough rate."

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Tracked AdsGeneral This number is identical to impressions. It represents:

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

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
Begin to Render ImpressionsGeneral
The number of impressions where the image assets were downloaded (for display), or the video assets were buffered (for video), and have started to appear on screen.
Begin to Render Eligible ImpressionsGeneral
The number of impressions that were eligible for begin to render measurement.
General Invalid Traffic (GIVT) ClicksInvalid trafficThe number of invalid clicks that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
General Invalid Traffic (GIVT) ImpressionsInvalid trafficThe number of invalid impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid ClicksInvalid trafficThe number of clicks that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

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Invalid ImpressionsInvalid trafficThe number of impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
Invalid Active View Eligible ImpressionsInvalid TrafficThe number of impressions that were eligible to measure viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Invalid Active View Measurable ImpressionsInvalid TrafficThe number of impressions that were measurable for viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Invalid Active View Viewable ImpressionsInvalid TrafficThe number of impressions that were considered viewable by Active View, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
General Invalid Traffic (GIVT) Active View Eligible ImpressionsInvalid TrafficThe number of impressions that were eligible to measure viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
General Invalid Traffic (GIVT) Active View Measurable ImpressionsInvalid TrafficThe number of impressions that were measurable for viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
General Invalid Traffic (GIVT) Active View Viewable ImpressionsInvalid TrafficThe number of impressions that were considered viewable by Active View, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
Invalid Tracked AdsInvalid TrafficThe number of tracked ads that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
General Invalid Traffic (GIVT) Tracked AdsInvalid TrafficThe number of invalid tracked ads that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid Begin to Render ImpressionsInvalid TrafficThe number of begin to render impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
General Invalid Traffic (GIVT) Begin to Render ImpressionsInvalid TrafficThe number of invalid begin to render impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Audio Media Cost eCPCLAudioThe average cost of each complete audio impression, based on the Media Cost spent, calculated as Media Cost / Complete (Audio).
Media CostMedia cost Media cost is the raw cost for impressions purchased from an exchange.
Media Cost eCPAMedia costThe average cost of each conversion, based on the Media Cost paid, calculated as the product of Media Cost / Conversions.
Media Cost eCPA (PC)Media costThe average cost of each post-click conversion, based on the Media Cost spent, calculated as the product of Media Cost / Post-Click Conversions.
Media Cost eCPA (PV)Media costThe average cost of each post-view conversion, based on the Media Cost spent, calculated as the product of Media Cost / Post-View Conversions.
Media Cost eCPCMedia costThe average CPC you paid, based on the Media Cost spent, calculated as the product of Media Cost / Clicks.
Media Cost eCPMMedia costThe average CPM you paid for impressions, based on the Media Cost spent, calculated as the product of Media Cost / Impressions × 1000.
Media Cost Viewable eCPMMedia costThe average CPM you paid for Viewable Impressions, based on the Media Cost spent, calculated as the product of Media Cost / Viewable Impressions × 1000. An 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 standards).
Total Audio Media Cost eCPCLAudioThe average cost of each completed audio impression, based on the Total Media Cost spent, calculated as Total Media Cost / Complete (Audio).
Total Media CostMedia costThe total media cost is the combined price of buying impressions (media cost), combined with the fees for using any third-party audience segment data (data fees) and any partner costs, such as the fees for using Display & Video 360, a third-party ad server, or a third-party ad serving verification service.
Total Media Cost eCPAMedia costThe average cost of each conversion, based on the Total Media Cost paid, calculated as the product of Total Media Cost / Conversions.
Total Media Cost eCPA (PC)Media costThe average cost of each post-click conversion, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Post-Click Conversions.
Total Media Cost eCPA (PV)Media costThe average cost of each post-view conversion, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Post-View Conversions.
Total Media Cost eCPCMedia costThe average CPC you paid, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Clicks.
Total Media Cost eCPMMedia costThe average CPM you paid for impressions, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Impressions × 1000.
Total Media Cost Viewable eCPMMedia costThe average CPM you paid for Viewable Impressions, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Viewable Impressions × 1000. An 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 standards).
Floodlight ImpressionsFloodlight reportThe number of times a Floodlight activity tag has been served to and loaded by browsers.
ProfitProfit

This is the difference between how much you charged and your costs for running a campaign, calculated as the difference of Revenue - Total Media Cost. Also see revenue models.

Profit eCPMProfitThe average CPM you paid for impressions, based on the Profit earned, calculated as the product of Profit / Impressions × 1000.
Profit MarginProfitYour ratio of profitability, calculated as the product of Profit / Revenue. Higher numbers correspond to higher profitability.
Profit Viewable eCPMProfitThe average CPM you paid for Viewable Impressions, based on the Profit earned, calculated as the product of Profit / Viewable Impressions × 1000. An 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 standards).
Refund Billable Cost (Advertiser Currency)RefundThe amount of money refunded, calculated as the sum of Refund Media Cost and Refund Platform fee.
Refund Media Cost (Advertiser Currency)RefundThe amount of Media Cost refunded to your partner.
Refund Platform Fee (Advertiser Currency)RefundThe amount of Platform Fee refunded to your partner.
Average Display TimeRich MediaThe average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted.
Average Interaction TimeRich Media

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

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

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

The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
Backup ImageRich Media

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

Some common reasons a backup image is served:

  • The user is using an unsupported browser or operating system

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

ExpansionsRich Media

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

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

Interactive ImpressionsRich Media

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

  • Clicks an exit link

  • Makes the ad display in full-screen mode

  • Mouses over the ad for at least 1 continuous second

  • Expands the ad.

Average Impression Frequency per CookieTrueView reach

The average number of times your TrueView ad was shown to a unique cookie over a given time period.

Note: Data for this metric is unavailable after August 1, 2019. 

Average Impression Frequency per UserTrueView reach
The average number of times a unique user is shown your ad over a given period of time. This metric is available at the line-item level only.
Average View Frequency per CookieTrueView reach

The average number of times that a unique cookie viewed your TrueView ad over a given time period.

Note: Data for this metric is unavailable after August 1, 2019. 

Card ClicksTrueView interactionsThe number of clicks on any cards that serve alongside your TrueView ad, such as shopping cards. These clicks lead to a landing page outside of the video.
Clicks (TrueView)TrueView interactionsThe number of clicks on the ad text of your TrueView ad. These clicks lead to a landing page outside of the video.
ConversionsTrueView conversion performance

The number of times users converted based on a 30-day lookback window. View-through conversions are not included in this metric. You can use the separate View-through conversions metric to see this data.

This count is likely to be higher than the conversions for other types of line items in Display & Video 360 because with TrueView, a "conversion" is counted each time a user converts, rather than just once per user per line item. For instance, if a user viewed your ad once and then made 3 purchases, 3 Conversions would be counted.

For TrueView for action ads, Engagements that convert are also included using a 3-day lookback window. Learn more about conversions for TrueView for action

Cost / ConversionTrueView conversion performanceThe average cost of each conversion.
Cost Per Store VisitTrueView conversion performance
The average cost of a store visit to your business, calculated as Cost / Store Visit Conversions. The cost only includes interactions with ads that could lead to store visits.
Earned LikesTrueView interactionsThe number of users who have "liked" the video in your TrueView ad.
Earned Playlist AdditionsTrueView interactionsThe number of times users add the video in your TrueView ad to a playlist.
Earned SubscribersTrueView interactionsThe number of users that have subscribed to your channel after seeing an ad. This type of earned action provides unique value because the content from the YouTube channels the users have subscribed to and the channel avatars themselves may be viewed on the YouTube home page.
Earned SharesTrueView interactionsThe number of times users have shared the video in your TrueView ad.
Earned ViewsTrueView deliveryThe number of times a YouTube viewer watches subsequent videos on your YouTube channel or Watch pages after seeing your ads. This type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel.
Engagement RateTrueView interactionsThe number of engagements that your ad receives (for example, clicks on card teasers and icons) divided by the number of times your ad is shown, calculated as Engagements / Impressions.
EngagementsTrueView interactions
  • For TrueView for action ads: The number of clicks on the ad or 10 seconds of viewing time. If both happen, only the click is counted.  
  • For all other TrueView ads: The number of clicks on interactive video elements, such as teasers or expanding cards, that don't take users to an external site.
Impression ShareTrueView competitiveThe impressions you’ve received divided by the estimated number of impressions you were eligible to receive. This is also known as your "win rate".
Lost Impression Share (Budget)TrueView competitiveThe percentage of time your ads weren't shown due to insufficient budget.
Lost Impression Share (Rank)TrueView competitiveThe percentage of time your ads weren't shown due to poor Ad Rank in the auction.
Revenue eCPETrueView interactionsFor TrueView ads, the average cost you paid for engagements, based on Revenue, calculated as Revenue / Engagements.
Revenue eCPVTrueView deliveryFor TrueView ads, the average cost you paid for views, based on Revenue, calculated as Revenue / Views.
Store Visit ConversionsTrueView conversion performance
  • For TrueView in-stream ads: The number of times people visited your physical store within 30 days of either clicking on your ad or viewing your ad (based on TrueView: Views).
  • For bumper ads: The number of times people visited your physical store within 30 days of either clicking on your ad or being exposed to your ad (based on impressions).
Total Conversion ValueTrueView conversion performanceThe value of all conversions that have occurred, based on the default of $1 per conversion.
Total CookiesTrueView reach

The number of unique cookies that were exposed to your ad over a given period of time. Total cookies is not the same as total users. If your ad is shown twice on a single device, it only counts as one total cookie. This could apply even if multiple people use the device. Also, a single user may count as multiple cookies if they use multiple devices, have certain browser settings, or both.

Note: Data for this metric is unavailable after August 1, 2019. 

Total UsersTrueView reach
The total number of users who saw your ad over a given time period. This metric uses cross-device statistical models to measure the total reach of an ad by adjusting for cases when users may see the same ad on different devices or when multiple people share one device. This metric is available at the line-item level only.
Total Viewers (Cookies)TrueView reach

The number of unique cookies that viewed your ad over a given period of time. If your video is viewed over and over again from a specific browser, only 1 view will be counted. If your video is shown to a user that chooses not to watch it, it won’t be counted towards this metric.

Note: Data for this metric is unavailable after August 1, 2019. 

TrueView: View RateTrueView deliveryThe percentage of time your ad is viewed, relative to the total number of times your ad is shown (video and thumbnail impressions).
TrueView: ViewsTrueView deliveryThe number of times your ad has been viewed. For TrueView in-stream, this is the number of times a viewer watches for 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with your video (in-stream), whichever comes first. For TrueView video discovery, this is the number of times viewers choose to watch your ad by clicking a thumbnail.
View Conversion RateTrueView conversion performanceHow often, on average, a TrueView view leads to a conversion. It's Conversions / TrueView: Views.
View through ConversionsTrueView conversion performanceThe number of conversions that occur before a TrueView: View is counted. View-through conversions tell you when an impression of your ad leads to a conversion on your site. The last impression will get credit for the view-through conversion. 
Average Watch Time per ImpressionTrueView deliveryThe average number of seconds someone watched your TrueView in-stream or bumper ad per impression of the ad. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
Watch TimeTrueView deliveryThe total amount of time users spend watching your TrueView in-stream or bumper ad over a given period of time, reported in seconds. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
Verifiable ImpressionsVerification

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

Audio Mutes (Video)VideoThe number of times a video has been muted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent mutes aren't counted.
Complete Views (Video)VideoThe number of times a video has been played to its end.
Completion Rate (Video)VideoThe percentage of video impressions that played to completion.
First-Quartile Views (Video)VideoThe number of times a video has been played to 25% of its entire length.
Fullscreen Views (Video)VideoThe number of times a video has been viewed in full screen mode.
Midpoint Views (Video)VideoThe number of times a video has been played to 50% of its entire length.
Starts (Video)VideoThe number of times a video has been played. This is logged once per view, such that if a person stops playing video and then restarts it, the restart isn't counted.
Pauses (Video)VideoThe number of times a video has been paused. This is logged once per view, such that if a person pauses a video multiple times, the subsequent pauses aren't counted.
Skips (Video)VideoThe number of times a video has been skipped.
Third-Quartile Views (Video)VideoThe number of times a video has been played to 75% of its entire length.
Total Video Media Cost eCPCVVideo

The average cost of each complete video view, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Complete Views (Video).

Video Media Cost eCPCVVideo

The average cost of each complete video view, based on the Media Cost spent, calculated as the product of Media Cost / Complete Views (Video).

Video Revenue eCPCVVideoThe average cost of each complete video view, based on the Revenue spent, calculated as the product of Revenue / Complete Views (Video).
Audio Unmutes (Video)VideoThe number of times a video has been unmuted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent unmutes aren't counted.