Report on unfilled impressions

An unfilled impression represents an ad request that did not return a line item and means that no line item was eligible to serve. You might think of unfilled impressions as a warning; they represent lost revenue that could be captured with paying campaigns, and should be corrected as soon as possible.

Find where unfilled impressions are serving

1. Sign in to Google Ad Manager.
2. Click Reporting, and then Interactive reports.
3. Click Create my own report. The Historical report type is selected by default.
4. Follow the steps to create an Interactive report, such as entering a name for the report, choosing a date range, and so on. Learn more about creating Interactive reports.
5. Add the following Inventory dimensions:
   • Ad unit (all levels): Shows unfilled impressions for ad units of all levels.
   • Requested ad sizes: Shows unfilled impressions by ad request size.
6. Add the following Select the "Total" metric:
   • Unfilled impressions: Shows the total number of ad requests to the Google Ad Manager server, AdSense, and Ad Exchange that didn't return an ad.
7. Use other features as needed, such as:
   • Change the report layout
   • Export, share, or copy an Interactive report

Review the results and next steps

Based on the ad unit and requested sizes in your report, make an educated guess about the location of the tags serving the most unfilled impressions. 

Use the Ad Manager delivery tools to determine why line items might not be delivering. If there are no eligible line items to serve to the ad slots in question, you've found where unfilled impressions are serving. To stop unfilled impressions, either eliminate the ad slot from the webpage or traffic remnant or house inventory to the criteria in the tag.

You can monitor unfilled impressions in your network by saving and scheduling the report above.