Ad Manager report metrics

Formula: (measurable impressions ∕ eligible impressions) × 100

Formula: (viewable impressions ∕ measurable impressions) × 100

For example, if there were 150 impressions but time on screen could be measured for only 100 of them, and those 100 impressions were viewed for a total of 600 seconds, then the Active View average viewable time would be 6 seconds.

This metric works across display, mobile web, and video inventory. 

Active View revenue
Revenue generated from Active View 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.

Formula: (Extension ad blocker page views) / (Page views)

Note: Since mid-February 2024, we've removed page views that occurred on mobile and tablet devices from this metric. The change was applied retroactively to historical data.

The conversion rate (based on browser cookies) of users that saw the ad blocking recovery message and then chose to allow ads.

Users may have seen the ad blocking recovery message prior to or during the report time frame.

Formula: [Allow-ads conversions (cookie-based)] / [Ad blocking recovery messages shown] = [Allow-ads conversion rate (cookie-based)]

Formula: (Ad Exchange clicks ∕ Ad Exchange impressions) × 100

Note: The "Ad Exchange CTR" metric in Historical reports and the "CTR" metric in Ad Exchange historical reports are calculated differently, and they can't be compared.

For optimized pods, this metric will count a single opportunity when the pod doesn't fill with programmatic demand. When it does fill, it will count each matched query.

Formula: Programmatic responses served ∕ Programmatic eligible ad requests

Differs from Ad Exchange responses served, which doesn't include Open Bidding matched ad requests.

• For video, ad requests are often greater than ad impressions because video ads may not serve as fast or render properly. Use video-specific metrics to better assess video inventory performance.
• Ad Exchange total ad requests count each instance where an ad request is eligible for Ad Exchange demand.
  For desktop/web inventory, and mobile apps, this includes all mediation requests sent to Ad Exchange, regardless of whether they are filled. A single request may be counted multiple times if it's eligible for multiple programmatic channels—such as Open Bidding or Private Auctions—even if the Ad Exchange demand channel doesn't win the auction.
  This differs from Total ad requests, which is a unique sum of code served and unfilled impressions with no double-counting.

Formula: (Ad Exchange responses served ∕ Ad Exchange ad requests)

Formula: CPC = Estimated revenue ∕ Clicks

Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests

Formula: Ad Exchange ad request eCPM = Estimated revenue ∕ Number of ad requests × 1000

Formula: CTR = Clicks ∕ Matched requests

Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000

Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests

Impressions counted after the ad is downloaded in the user's device. 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.

For more information, see Report on key-values.

Formula:[(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000

Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100

This temporary metric displays gross revenue.

This temporary metric displays gross revenue.

Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes).

This metric applies only to CTV ads.

The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions, Ad server unfiltered tracked ads, and Ad server unfiltered begin to render impressions.

Accredited by the MRC for Video creatives within Connected TV (CTV) environments. Learn more about MRC accreditation.

Note: Some impressions may not have ad speed or latency data associated with them.

You can directly influence this metric by loading tags sooner to reduce user-visible latency. 

You can directly influence this metric by making ad requests sooner to reduce user-visible latency.

• Slot never entered the viewport
• User scrolled before the ad filled
• User scrolled/navigated before the ad loaded
• User scrolled/navigated before 1 second

Formula: (Revenue metric ∕ impressions) × 1000

Formula: Ad exposure time ∕ user engagement duration

Formula: Ad unit exposure time ∕ user engagement duration

The number of customers who complete 1 or more purchases in the last 7 days.

The number of unique users of your site or app within a 30-day period.

Formula: 1-day active users ∕ Total users

Number of ad requests sent for each deal. MUST be broken down by Deal Id or Deal Name. Multi-attribution metric (cannot be aggregated over Deals) since a single given ad request can be attributed to more than one deal. Not tracked for Programmatic Guaranteed deals and Open Auction package deals (will show as zero for those deals).

Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals).

Bid rate for each deal. MUST be broken down by Deal Id or Deal Name. Not tracked for Programmatic Guaranteed deals (will show as N/A for those deals).

Formula: Bid rate (Bids / Bid requests)

Win rate for each deal. Not tracked for Programmatic Guaranteed deals (will show as N/A for those deals).

Formula: Win rate (Winning bids / Bids)

Number of actions, such as visiting the advertiser's webpage or completing a purchase, taken by a user who's viewed an ad.

Formula: (View-through conversions ∕ Impressions) × 1000

Number of click-through conversions divided by the number of clicks.

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

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

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.

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.

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

Rate of traffic from the EEA (European Economic Area) and the UK. This represents the portion of your site's or app's traffic that was eligible for European regulations messaging.

Number of times a European regulations message was shown to users.

Percentage of European regulations messages where the user consented to all of the purposes and vendors.

Includes instances where the user clicked "Consent" and where the user consented to all options in the custom consent flow. The denominator excludes messages without an outcome.

Calculated by

European regulations consent all / European regulations messages with an outcome

Rate of pageviews where users chose the NPA (non-personalized ads) option in the European regulations message, or dismissed the message. Excludes pageviews that resulted in no decision. 

Includes instances where the user clicked "Do not consent" and where the user rejected all options in the custom consent flow. The denominator excludes messages without any outcome.

Percentage of European regulations messages where users made a consent choice after selecting "Manage options".

Excludes instances where the user chose the default values in the custom consent flow. The denominator excludes messages without any outcome.

Calculated by

European regulations custom consent / European regulations messages with an outcome

Percentage of iOS ATT alerts triggered by the IDFA message where the outcome was to allow tracking.

Calculated by

IDFA ATT consent / IDFA ATT alerts shown

Percentage of iOS ATT alerts triggered by the IDFA message where the outcome was to allow tracking. Calculated as the IDFA ATT consent metric divided by the total number of times the ATT alert was shown.

In certain instances, this metric may have minor discrepancies with your invoice due to delayed impressions, spam filtering, etc. If your network has any free impressions, they are still counted in this metric.

Count of mediation chains in which an ad was delivered. This means the ad network did not pass back, but does not necessarily mean an impression was counted.

Learn more about Mediation.

Note: In Reporting we define a Mediation chain as a response to a GMA SDK request with at least one third-party (Mediation) ad tag.

Learn more about mediation.

Mediation chain impressions refer to impressions served using a Mediation chain.

Value is "Unavailable" when no impressions or passbacks have served.

Learn more about mediation.

Learn more about mediation.

Revenue earned through Offerwall, including Rewarded ad revenue and third-party integrations. Currently, when this metric is split out by the "Domain" dimension, all revenue will be reported at the eTLD+1 level. Revenue generated from Offerwalls shown on subdomains will be aggregated at their eTLD+1.

Formula: (Clicks ∕ Impressions) × 100

Formula: (Clicks ∕ Impressions) × 100

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:

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:

Formula: Rich Media average display time = Rich Media total display time ∕ Rich Media impressions

Formula: Sell-through rate = (reserved impressions ∕ forecasted impressions × 100)

Total impressions from the Google Ad Manager server, AdSense, Ad Exchange, and yield group partners. Learn more about how Ad Manager counts impressions.

The "Total impressions" metric does not count impressions served by companion ads. To include the number of impressions served by companion in your report, add the "Master and Companion creative" dimension available in Historical report type.

Number of times the Google Ad Manager 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.

Total amount of CPM and CPC revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.

Formula: (total clicks ∕ total impressions) × 100

Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible.

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.

Formula: (% impression goal delivered ∕ % of time elapsed)

If a sponsorship line item has a "Minimum quantity" defined, that quantity is used as the impression goal in the delivery indicator calculation.

Note: The final sum may not be accurate if you use optimized pods.

For optimized pods:

• Each ad returned in the pod is counted as an ad request.
• Your ad opportunity duration is used to calculate the number of ad requests for any unfilled time in the pod.

Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count).

Impressions (via begin to render methodology) considered inactive, as defined by served to a device receiving ad or bid requests continuously for a session of greater than 16 hours without a "reset" event.

Sessions are reset daily at 5:00 AM, local time, and when the device goes longer than 30 minutes without a request. They are also reset by any VAST interaction ping (for example, pause, mute, unmute, volume changes).

This metric applies only to CTV ads.

The inactive impression is excluded from all existing impression metrics except the following: Ad server unfiltered downloaded impressions, Ad server unfiltered tracked ads, and Ad server unfiltered begin to render impressions.

Total rewards measures the total amount of rewards granted to users from watching ads.

• Pod requests for pod sharing
• Stream requests for stream sharing
• Opportunities for opportunity and impression sharing

The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request.

The number of opportunities is the request duration divided by the standard ad opportunity duration set by the host network, capped by the max ads allowed for the request.

The number of impressions that had the "Mute This Ad" overlay applied. Currently applicable only to "image" creative types.

The number of impressions where the user chose to mute the ad.

The total number of overdelivered impressions. Impressions that deliver above the agreed-upon goal in Programmatic Guaranteed are marked as overdelivery and the buyer is not charged, nor is the publisher paid.

Learn about how Ad Manager reports for Programmatic Direct.

Total number of unique visitors, or "reach" exposed to your network is estimated based on publisher provided signals. If signals are not present, values may be less accurate. Learn how reach is calculated.

Values include the total unique visitors per:

• Advertiser
• Order
• Line item
• Ad unit

This metric is the result of de-duplication of individual users across many platforms. It's not limited to the number of web cookies or mobile identifiers (IDFAs & AdIDs) for in-app environments.

An estimate of total unique audiences reached by the ad and exposed to your network’s:

• Orders
• Line items
• Ad units

Rate of page views eligible for California Privacy Rights Act (CPRA) (formerly CCPA).

This metric has been deprecated; see US states traffic rate.

Percentage of US state regulations messages where users chose the opt-out option

Formula: (Privacy legislation opt-outs)/(US state regulations messages shown)

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 average video view time is calculated as 15-seconds (30 seconds ∕ 2 starts).

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

Formula: Average view time = Total video view time ∕ Video starts

Applicable to advertiser-hosted Programmatic Guaranteed or Preferred Deal programmatic video creatives only, this metric will report the "Max duration (seconds)" value set in the corresponding line item.

Note: The "Mute" count may be higher than "Start" count for video. For example, this can happen when first mute is triggered by the SDK via adsManager.setVolume(0) prior to the ad loading.

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 one user expands an expanding ad for 10 seconds. Then another user expands the ad again for 20 seconds. The expand is calculated as 15 seconds (30 seconds ∕ 2 impressions).

Note: Expansion times that exceed several minutes are capped. An 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.

Formula: Expand = Total expansion time ∕ Total impressions

The average number of user interactions with a video. An interaction includes a click to collapse, expand, full screen, mute, pause, resume, rewind, skip, or unmute.

For example: One user only interacts with a video creative to unmute (1 interaction). Another user unmutes and clicks to full screen (2 interactions). The average interaction rate is 150% (3 interactions ∕ 2 starts).

Formula: Video interactions ∕ Video starts

Shows values for Ad Exchange traffic only.

Shows values for Ad Exchange traffic only.

Formula: TrueView skip rate = Skips ∕ Skippable ad impressions

Shows values for Ad Exchange traffic only.

Formula: TrueView VTR = TrueView Views ∕ TrueView ad impressions

Total requests made to the 3P redirect platform via server-side unwrapping.

Formula: Yield group estimated CPM × Impressions ∕ 1000

Only applies to Open Bidding; not Mediation.

This data is available for 45 days after the event.

Only applies to Open Bidding; not Mediation.

This data is available for 45 days after the event.

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

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 about policies and enforcement.

Only applies to Open Bidding; not Mediation.

This data is available for 45 days after the event.

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

Formula: (Third-party earnings ∕ Third-party impressions) × 1000

Learn more about mediation

The number of impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group impressions may occur if an ad unit is targeted via multiple platforms.

Learn more about mediation

The total revenue from mediation impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled. Discrepancies between this metric and Yield group estimated revenue may occur if an ad unit is targeted via multiple platforms.

Learn more about mediation