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AdMob Mobile Ads performance

Link your AdMob account to import AdMob revenue and to understand the impact of showing advertisements to your users.

Understanding the Lifetime Value (LTV) of your users is critical to your business. Linking your AdMob and Firebase apps will automatically incorporate AdMob publisher revenue into Firebase metrics such as average revenue per user (ARPU) and LTV. These metrics help build comprehensive reporting on the value of your users and segments that includes both purchase revenue and ad revenue.

When your app is linked to AdMob, the Mobile Ads SDK automatically logs ad impressions and interactions. Based on these events, Firebase Analytics will produce an Ads Performance report for you in the ad_click and ad_impression event reports. The Ads Performance metrics are Impressions, Clicks, Ad Exposure and Estimated Revenue, and they can be broken down by Ad Unit, Screen, Ad Format and Ad Source. Additionally, you can filter this report by Audiences and User Properties to gain deeper insights into the performance of your ads among the various segments of your user base.

In this article:


In order to incorporate AdMob data into Firebase, ensure that you meet the following requirements:

  • SDK (iOS)
    • Firebase Analytics SDK: Provided FirebaseAnalytics.framework (4.0.0)
    • Mobile Ads SDK: Provided GoogleMobileAds.framework (7.20.0)
  • SDK (Android)
    • Firebase Analytics SDK: Provided SDK 11.0.X
    • Mobile Ads SDK: Provided SDK 11.0.X
      Note: Until 11.0.X SDKs are available, the integration can be enabled via our beta-build. See the integration instructions and SDKs to learn more.
  • Linking: Link your AdMob app to Firebase.
    Note: For Firebase to receive AdMob data, the AdMob account administrator must also be a project owner for the given Firebase project.


In order to verify that the integration is working properly, you can use Firebase’s DebugView (instructions) to see whether the ‘ad_click’ and ‘ad_impression’ events are being sent from your app. After configuring DebugView, trigger an ‘ad_impression’ event by loading and viewing an ad in your app. If you see a corresponding event in DebugView, the integration is working properly.

Event metrics

In addition to the general set of metrics that all event reports offer, the ad_click and ad_impression event reports offer the following additional metrics related to ads performance in your app:

  • Impressions: number of ad impressions served
  • Ad Exposure: the amount of time the user was exposed to ads
  • Clicks: number of ad clicks
  • Estimated Revenue: the estimated amount of AdMob revenue generated

Primary dimensions

The ad performance metrics can be broken down by one of four primary dimensions:

  • Ad Unit: ad unit name, as defined in AdMob
  • Screen: screen class (automatically tracked by the Analytics SDK) or screen name (manually tracked via the Firebase Analytics API
  • Ad Format: format of the ad unit (e.g. Banner, Interstitial, Rewarded or Native)
  • Ad Source: name of network which served the impression (e.g. AdMob), including mediated networks

The notable exceptions are Impressions (which cannot be broken down by Screen) and Ad Exposure (which cannot be broken down by Ad Format and Ad Source).


In addition to the general set of available User Property and Audience filters, the ad_click and ad_impression event reports offer a Screen filter, which enables you to filter all metrics in those reports by screen.

Data consistency with AdMob

Although AdMob is the direct source of the ads performance and revenue metrics shown in Analytics, there may still be discrepancies between the ad performance metrics shown in Analytics and those shown in AdMob. These discrepancies arise from a number of known causes:

  • Users running previous versions of your app: If versions of your app are in circulation which use AdMob but which do not use Analytics (or if you’re using versions of the Mobile Ads or Analytics SDKs which predate the integration between the two products), then AdMob will be aware of some impressions, clicks and revenue which are unknown to Analytics.
  • Analytics collection is disabled: If you disable analytics collection either temporarily or permanently, this will result in missing ads events and revenue in Analytics reports.
  • Difference in reporting time zone: If your reporting time zone setting for AdMob is not aligned with the reporting time zone setting for Analytics, then metrics for particular calendar days will not match. You should ensure that your AdMob time zone settings (the Settings icon (in the top right corner) and then Account Settings and then ‘Time Zone and Currency’ section) align with your Firebase app’s time zone setting (Project settings and then General and then Time zone) for maximum reporting consistency. Your AdMob time zone setting can be updated through the AdSense interface. Learn more
  • Differences in data collection and processing: Analytics data is collected and processed at slightly different times and using a different strategy than AdMob. To the extent that this data is collected or processed at different times by each system, your metrics may differ. A small source of such discrepancies could also be flaky hardware or long network outages on the mobile devices.
  • Mediated revenue: Although the impressions, clicks and ad exposure metrics shown in Analytics account for mediated ads, the Estimated Revenue metric shown in Analytics takes only AdMob network ads into account.
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