Interactive report metrics
Below are all of the metrics available in Interactive reports. To view dimensions, visit Interactive report dimensions.
The table is organized as follows:
| Left column | Right column |
|---|---|
| Metric name and description |
|
To filter the table, enter a keyword in the search box, or click Narrow by and select a category.
| Metric | Report type and metric category |
|---|---|
| Active View % audible at start (Beta)
The percentage of total impressions from video creatives with audible playback at start, from all total measurable impressions for Active View.
|  Active View interactions |
| Active View % audible through completion (Beta)
The percentage of total impressions from video creatives with audible playback through the entire stream, from all total measurable impressions for Active View.
| Active View interactions |
| Active View % audible through first quartile (Beta)
The percentage of total impressions from video creatives with audible playback from start through at least 25%, from all total Active View measurable impressions.
| Active View interactions |
| Active View % audible through midpoint (Beta)
The percentage of total impressions from video creatives with audible playback through at least 50%, taken from all total measurable impressions for Active View.
| Active View interactions |
| Active View % audible through third quartile (Beta)
The percentage of total impressions from video creatives with audible playback through at least 50%, taken from all total measurable impressions for Active View.
| Active View interactions |
| Active View % ever audible while backgrounded (Beta)
The percentage of total impressions from video creatives where the ad player is in the background at any point during playback with volume > 0, from all total impressions measurable for Active View.
| Active View interactions |
| Active View % ever audible (Beta)
The percentage of total impressions from video creatives where volume > 0 at any point, from all total impressions measurable for Active View.
| Active View interactions |
| Active View % ever backgrounded (Beta)
The percentage of total impressions from video creatives where the ad player is in the background at any point during playback, from all total measurable impressions for Active View.
| Active View interactions |
| Active View % ever muted (Beta)
The percentage of total impressions from video creatives where volume = 0 at any point, from all total measurable impressions for Active View.
| Active View interactions |
| Active View+ measurable impressions (Beta)
Out of the total number of impressions that were eligible, this represents the total number that were measurable for Active View interaction metrics.
| Active View interactions |
| European regulations consent rate
Percentage of European regulations messages where the user consented to all of the purposes and vendors.
Formula: (Messages where the user consented to all purposes and vendors) / (European regulations messages with an outcome) 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. | European regulations messages |
| European regulations custom consent rate
Percentage of European regulations messages where users made a consent choice after selecting "Manage options".
Excludes instances where the user consented or rejected all purposes and vendors. Includes instances where the user clicked "Manage options," but then chose to consent without changing the configured settings. | European regulations messages |
| European regulations messages shown
Number of times a European regulations message was shown to users.
| European regulations messages |
| European regulations no consent rate
Percentage of European regulations messages where the user rejected all purposes and vendors.
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. | European regulations messages |
| Active users
Total number of active users in your app. For more details, view the entry at Analytics Data API.
| Analytics |
| Ad Exchange impressions per ad viewer
Ratio of how many Ad Exchange impressions we displayed to an ad viewer user.
| Analytics |
| Ad Exchange impressions per session
Ratio of how many Ad Exchange impressions were displayed in a user session.
| Analytics |
| Ad Exchange revenue per ad viewer
Average Ad Exchange revenue per an ad viewer user.
| Analytics |
| Ad exposure (seconds)
The amount of time an ad was visible to users.
Formula: Ad exposure time ∕ user engagement duration | Analytics |
| Ad unit exposure (seconds)
The amount of time an ad unit was visible to users.
Formula: Ad unit exposure time ∕ user engagement duration | Analytics |
| Ad viewers
Number of active users who have seen an ad on your site or mobile app.
| Analytics |
| Average engagement time per session (seconds)
User engagement duration divided by engaged sessions.
| Analytics |
| Average engagement time per user (seconds)
The sum of user engagement durations divided by the number of active users. This metric shows the average engagement time per user. Google Analytics also shows the average engagement time per session, which is the sum of user engagement durations divided by the number of sessions.
| Analytics |
| ARPPU
Average revenue per paying user (ARPPU) is the total purchase revenue per active user who made a purchase. The summary metric is for the time period selected.
| Analytics |
| ARPU
Average revenue per active user (ARPU) is the total revenue generated on average from each active user.
| Analytics |
| Average session duration (seconds)
The average length of user sessions in seconds.
| Analytics |
| Bounce rate
The percentage of sessions that were not engaged.
Formula: engaged sessions / sessions | Analytics |
| Engaged sessions
Sessions that last 10 seconds or longer, have one or more conversion events, or have two or more views.
| Analytics |
| Engaged sessions per user
Engaged sessions ∕ 1-day active users
| Analytics |
| Engagement rate
The engagement rate is the percentage of engaged sessions on your website or mobile app.
Formula: engaged sessions / sessions | Analytics |
| Google Analytics clicks
Clicks recorded using the integration between Ad Manager and Google Analytics. Note there can be some discrepancies between Historical clicks and Google Analytics clicks.
| Analytics |
| Google Analytics CTR
Click-through rate calculated using the integration between Ad Manager and Google Analytics. Note there can be some discrepancies between Historical clicks and impressions and Google Analytics clicks and impressions that impacts this calculation.
| Analytics |
| Google Analytics eCPM
Effective CPM rate calculated using the integration between Ad Manager and Google Analytics. Note there can be some discrepancies between Historical revenue and impressions and Google Analytics revenue and impressions that impacts this calculation.
| Analytics |
| Google Analytics Impressions
Impressions recorded using the integration between Ad Manager and Google Analytics. Note there can be some discrepancies between Historical impressions and Google Analytics clicks.
| Analytics |
| Google Analytics revenue
Revenue recorded using the integration between Ad Manager and Google Analytics. Note there can be some discrepancies between Historical revenue and Google Analytics clicks.
| Analytics |
| Views
The number of app screens or web pages your users viewed. Repeated views of a single page or screen are counted.
| Analytics |
| Views per user
The average number of mobile app screens or web pages viewed per user.
| Analytics |
| Retention
The total number of repeat users.
Formula: 1-day active users ∕ Total users | Analytics |
| Sessions
The number of sessions that began on your website or application.
| Analytics |
| User engagement duration (seconds)
The total user engagement duration for the current period.
| Analytics |
| Audience segment cost Cost of the Ad Manager Audience user list. | Audience |
| Average bid CPM The average CPM associated with these bids. | Bids |
| Bids The number of bids associated with the selected dimensions. | Bids |
| Deals bid rate (Beta)
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) | Bids |
| Deals bid requests (Beta)
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). | Bids |
| Deals bids (Beta)
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals). | Bids |
| Deals win rate (Beta)
Number of bids for each deal. Not tracked for Programmatic Guaranteed deals (will show as zero for those deals). | Bids |
| Deals winning bids (Beta) Number of bids that win for each deal. For in-stream video, includes ads returned within fallback chains. Not tracked for Programmatic Guaranteed deals (shows as zero for those deals). | Bids |
| Invoiced impressions
Impressions that appear on an Ad Manager network's invoice, including companion impressions not associated with a mobile, video, or rich media uplift.
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. Filled impressions are invoiced differently based on the inventory involved:
Available to Google Ad Manager 360 publishers and by request to Ad Manager publishers.
| Invoiced impressions |
| Invoiced unfilled impressions
Requests from inventory other than mobile apps or video players for which Ad Manager did not return an ad. Unfilled impressions for mobile app and video inventory, unfilled out-of-page impressions (excluding Anchor ads), and unfilled impressions from server-side requests (using Tagless Requests) aren’t billed.
Only available in Google Ad Manager 360.
| Invoiced impressions |
| Partner management gross revenue The partner publisher’s share of total revenue pre-reconciliation. | Partner management |
| Partner management host CTR
Click-through rate (CTR) for the host publisher. CTR is the percentage of impressions served by the Google Ad Manager server that resulted in users clicking on an ad.
Formula: (Clicks ∕ Impressions) × 100 | Partner management |
| Partner management host clicks Total clicks for the host publisher. | Partner management |
| Partner management host impressions Total impressions for the host publisher. | Partner management |
| Partner management partner CTR
Click-through rate (CTR) for the partner publisher. CTR is the percentage of impressions served by the Google Marketing Platform ad server that resulted in users clicking on an ad. Formula: (Clicks ∕ Impressions) × 100 | Partner management |
| Partner management partner clicks Total clicks for the partner publisher. | Partner management |
| Partner management partner impressions Total impressions for the partner publisher. For Track assignments, this value will be 0, and you should instead look at the "Host impressions" metric. | Partner management |
| Partner management total monetizable content views The number of video views from the shared partner content. Learn more about video content reports. | Partner management |
| Partner management unfilled impressions
Total number of ad requests to the Google Ad Manager server, AdSense and Ad Exchange that didn't return an ad. Learn more about unfilled impressions.
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible. | Partner management |
| Total Active View average viewable time (seconds)
The total viewable time on screen divided by the number of impressions where time on screen could be measured.
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. Only available in Google Ad Manager 360.
| Performance |
| Total Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.
Only available in Google Ad Manager 360.
| Performance |
| Total Active View impressions audible and visible at completion (Beta)
The number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Only available in Google Ad Manager 360.
| Performance |
| Total Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.
Only available in Google Ad Manager 360.
| Performance |
| Total Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.
Formula: (measurable impressions ∕ eligible impressions) × 100 Only available in Google Ad Manager 360.
| Performance |
| Total 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.
Only available in Google Ad Manager 360.
| Performance |
| Total Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable 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.
Only available in Google Ad Manager 360.
| Performance |
| Total Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions.
Formula: (viewable impressions ∕ measurable impressions) × 100 Only available in Google Ad Manager 360.
| Performance |
| Total ad requests
The sum of all ad requests. It is equal to the sum of "Unfilled impressions" and "Total code served count". For single ads, each request is counted once.
Note: The final sum may not be accurate if you use optimized pods. For optimized pods:
Only available in Google Ad Manager 360.
| Performance |
| Total average eCPM
eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.
Only available in Google Ad Manager 360.
| Performance |
| Total average eCPM w/o CPD
eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks without CPD revenue.
Only available in Google Ad Manager 360.
| Performance |
| Total impressions
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. Only available in Google Ad Manager 360.
| Performance |
| Total revenue
Total revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks. Previously named "Total CPM, CPC, CPD, and vCPM revenue."
Only available in Google Ad Manager 360.
| Performance |
| Total CPM and CPC revenue
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. Only available in Google Ad Manager 360.
| Performance |
| Total clicks
Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange. Only available in Google Ad Manager 360.
| Performance |
| Total code served count
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. Only available in Google Ad Manager 360.
| Performance |
| Creative load time 0 - 500ms (%)
Reports percentage of creatives that fall within the 0 - 500 milliseconds load time range. Creative load time refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s
onLoad event).
Note: Some impressions may not have ad speed or latency data associated with them. Only available in Google Ad Manager 360.
| Performance |
| Creative load time 1s - 2s (%)
Reports percentage of creatives that fall within the 1 to 2 seconds load time range. Creative load time refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s
onLoad event).
Note: Some impressions may not have ad speed or latency data associated with them. Only available in Google Ad Manager 360.
| Performance |
| Creative load time 2s - 4s (%)
Reports percentage of creatives that fall within the 2 to 4 seconds load time range. Creative load time refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s
onLoad event).
Note: Some impressions may not have ad speed or latency data associated with them. Only available in Google Ad Manager 360.
| Performance |
| Creative load time 4s - 8s (%)
Reports percentage of creatives that fall within the 4 to 8 seconds load time range. Creative load time refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s
onLoad event).
Note: Some impressions may not have ad speed or latency data associated with them. Only available in Google Ad Manager 360.
| Performance |
| Creative load time 500ms-1s (%)
Reports percentage of creatives that fall within the 500 milliseconds to 1 second load time range. Creative load time refers to the elapsed time from the moment the ad creative began to load until it completed loading (as determined by the ad’s
onLoad event).
Note: Some impressions may not have ad speed or latency data associated with them. Only available in Google Ad Manager 360.
| Performance |
| Total CTR
A percentage showing how often people who see your ad end up clicking it. Click-through rate (CTR) is total clicks, divided by total impressions, multiplied by 100. Total CTR accounts for all impressions and clicks across Ad Manager, AdSense and Ad Exchange:
Formula: (total clicks ∕ total impressions) × 100 Only available in Google Ad Manager 360.
| Performance |
| Drop-off rate
Percentage of ad responses that didn't result in an impression. Apply the filter "Creative technology" = Video.
Formula: Drop-off rate = 1 − (Total impressions ∕ Total Code Served count). Only available in Google Ad Manager 360.
| Performance |
| Total fill rate
This metric can be used to generate a sell-through report and help you understand fill-rate.
Formula: (# Total impressions) ∕ (# Total ad requests) Only available in Google Ad Manager 360.
| Performance |
| Google-sold auction impressions (co-viewed)
The number of Google-sold auction impressions served to the YouTube partner ad inventory that are co-viewed.
| Performance |
| Google-sold auction impressions
The number of Google-sold auction impressions served to the YouTube partner ad inventory.
| Performance |
| Google-sold impressions (co-viewed)
The number of Google-sold impressions served to the YouTube partner ad inventory that are co-viewed.
| Performance |
| Google-sold impressions
The number of Google-sold impressions served to the YouTube partner ad inventory.
Only available in Google Ad Manager 360.
| Performance |
| Google-sold reservation impressions (co-viewed)
The number of Google-sold reservation impressions served to the YouTube partner ad inventory that are co-viewed.
Only available in Google Ad Manager 360.
| Performance |
| Google-sold reservation impressions
The number of Google-sold reservation impressions served to the YouTube partner ad inventory.
| Performance |
| Inactive begin to render impressions (Beta)
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. | Performance |
| Total muted impressions
The number of impressions where the user chose to mute the ad.
| Performance |
| Total mute eligible impressions
The number of impressions that had the "Mute This Ad" overlay applied. Currently applicable only to "image" creative types.
| Performance |
| Filled pod requests
The number of pod requests for the YouTube partner ad inventory that were filled with at least 1 ad. This includes both partner-sold and Google-sold requests.
| Performance |
| Fill rate
The fill rate percentage of filled requests to total ad requests.
Fill rate = Filled ad requests / Total ad requests | Performance |
| Partner match rate
Formula: Partner match rate = 1 − Partner unmatched ad requests / Total ad requests
| Performance |
| Total partner sales ad requests
The total number of ad requests that were eligible to serve to the YouTube partner ads inventory.
| Performance |
| Partner unfilled impressions
Each unfilled pod is counted as 1. This counting method matches the definition of unfilled impressions in the Historical report.
Use the Partner unmatched ad requests metric for unfilled optimized pods requests. | Performance |
| Partner unmatched ad requests
Requests that partner doesn’t fill. Calculated from the maximum number of ads for pods requests. There’s a maximum of 2 unfilled requests for a single pod. This matches the definition of unmatched ad requests in the Historical report. | Performance |
| Partner-sold code served count
The number of times the ad server responded to a request for the YouTube partner ad inventory.
| Performance |
| Partner-sold impressions (co-viewed)
The number of partner-sold impressions served to the YouTube partner ad inventory that are co-viewed.
| Performance |
| Partner-sold impressions
The number of partner-sold impressions served to the YouTube partner ad inventory.
| Performance |
| Total responses served
The total responses served to an ad request.
| Performance |
| Total revenue paid through MCM auto-payment (Beta)
Auto-payment is a feature of the MCM Manage Account delegation type. This metric is only relevant for a "Manage Account" child network. It shows the revenue accrued in the child network’s own account but paid to their parent network through auto-payment. Learn more about Manage Account payments.
| Performance |
| Total rewards granted
Measures the total amount of rewards granted to users from watching ads.
| Performance |
| Total targeted clicks
Total number of clicks received for a single targeted key-value pair. For more information, see Report on key-values.
| Performance |
| Total targeted impressions
Total number of ad requests received for a single targeted key-value pair. For more information, see Report on key-values.
| Performance |
| Unfilled impressions
Total number of ad requests to the Google Ad Manager server, AdSense and Ad Exchange that didn't return an ad. Learn more about unfilled impressions.
Note: Cannot appear in the same report as the "Creative size (delivered)" dimension. They are incompatible. | Performance |
| Total unloaded impressions due to CPU
Helps publishers understand the impact of Chrome ads intervention due to CPU usage.
| Performance |
| Total unloaded impressions due to network
Helps publishers understand the impact of Chrome ads intervention due to network usage.
| Performance |
| Total unmatched ad requests
Total requests where no ad was selected. Calculated from the unfilled time for optimized pods.
| Performance |
| Total creative serves
The number of total creative serves in video realtime reporting.
| Performance |
| Total error count Number of times an error occurred. Examples include a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions. | Performance |
| Total ad requests
The sum of all ad requests. It is equal to the sum of "Unfilled impressions" and "Total code served count". For single ads, each request is counted once.
Note: The final sum may not be accurate if you use optimized pods. For optimized pods:
| Performance |
| Total unmatched ad requests
Total requests where no ad was selected. Calculated from the unfilled time for optimized pods.
| Performance |
| Total overdelivered impressions
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. | Performance |
| AdSense Active View non-measurable impressions
Number of AdSense impressions that were not measured (for example, impressions where measurement was attempted and failed).
| Performance |
| AdSense Active View non-viewable impressions
Number of AdSense impressions that were measured, but deemed not viewable.
| Performance |
| AdSense Active View non-viewable impression distribution
Percent of AdSense impressions where measurement was attempted, succeeded and deemed non-viewable.
Formula: (# AdSense not viewable Impressions) ∕ (# AdSense eligible impressions) | Performance |
| AdSense Active View undetermined impression distribution
Percent of AdSense impressions where measurement was attempted, but measurement did not succeed.
Formula: (# AdSense not measurable impressions) ∕ (# AdSense eligible impressions) | Performance |
| AdSense Active View viewable impression distribution
Percent of AdSense impressions where measurement was attempted, succeeded, and deemed viewable.
Formula: (# AdSense viewable impressions) ∕ (# AdSense eligible impressions) | Performance |
| Total Active View non-measurable impressions
Total number of impressions that were measured, but deemed not viewable.
| Performance |
| Total Active View non-viewable impression distribution
Percent of impressions where measurement was attempted, succeeded and deemed non-viewable.
Formula: (# Not viewable Impressions) ∕ (# Eligible impressions) | Performance |
| Total Active View non-viewable impressions
Total number of impressions that were not measured (for example, impressions where measurement was attempted and failed).
| Performance |
| Total Active View undetermined impression distribution
Percent of impressions where measurement was attempted, but measurement did not succeed.
Formula: (# Not measurable impressions) ∕ (# Eligible impressions) | Performance |
| Total Active View viewable impression distribution
Percent of impressions where measurement was attempted, succeeded, and deemed viewable.
Formula: (# Viewable impressions) ∕ (# Eligible impressions) | Performance |
| Total opportunities
The sum of "Ad server opportunities from impressions," "Ad server opportunities from errors," "Ad Exchange opportunities from impressions," and "Ad Exchange opportunities from errors."
| Performance |
| Ad Exchange Active View average viewable time (seconds)
The total viewable time on screen divided by the number of impressions where time on screen could be measured.
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. | Performance - Ad Exchange |
| Ad Exchange Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.
| Performance - Ad Exchange |
| Ad Exchange Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.
| Performance - Ad Exchange |
| Ad Exchange Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.
Formula: (measurable impressions ∕ eligible impressions) × 100 | Performance - Ad Exchange |
| Ad Exchange Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable 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.
| Performance - Ad Exchange |
| Ad Exchange Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions.
Formula: (viewable impressions ∕ measurable impressions) × 100 | Performance - Ad Exchange |
| Ad Exchange average eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
| Performance - Ad Exchange |
| Ad Exchange clicks
Total clicks delivered by the Ad Exchange.
| Performance - Ad Exchange |
| Ad Exchange CPC
The amount you earn each time a user clicks on your ad.
Formula: CPC = Estimated revenue ∕ Clicks | Performance - Ad Exchange |
| Ad Exchange CTR
The percentage of impressions served by the Ad Exchange that resulted in users clicking on an ad.
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. | Performance - Ad Exchange |
| Ad Exchange delivery rate
Calculates true fill rate for ads by measuring ads served versus ad requests.
Formula: Ad Exchange delivery rate = Ad impressions ∕ ad requests | Performance - Ad Exchange |
| Ad Exchange impressions
Total impressions delivered by the Ad Exchange.
| Performance - Ad Exchange |
| Ad Exchange lift earnings
The increase in revenue gained for won impressions over the applicable minimum CPM or the best price specified during dynamic allocation.
| Performance - Ad Exchange |
| Ad Exchange matched request CTR
The clickthrough rate (CTR) is the percentage of impressions that led to a click.
Formula: CTR = Clicks ∕ Matched requests | Performance - Ad Exchange |
| Ad Exchange matched request eCPM
Revenue per one thousand Matched requests. Learn more about eCPM.
Formula: Matched eCPM = Estimated revenue ∕ Matched requests × 1000 | Performance - Ad Exchange |
| Ad Exchange match rate
Measures the percentage of ads returned compared to the number of ads requested.
Formula: Ad Exchange responses served ∕ Ad Exchange ad requests | Performance - Ad Exchange |
| Ad Exchange opportunities from errors
The number of Ad Exchange VAST errors discounting errors generated from video fallback ads. Learn more about video fallback.
| Performance - Ad Exchange |
| Ad Exchange opportunities from impressions
The number of Ad Exchange impressions discounting video fallback impressions. Learn more about video fallback.
| Performance - Ad Exchange |
| Ad Exchange clicks (%)
Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.
| Performance - Ad Exchange |
| Ad Exchange impressions (%)
Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.
| Performance - Ad Exchange |
| Ad Exchange revenue (%)
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
| Performance - Ad Exchange |
| Ad Exchange revenue w/o CPD (%)
Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.
| Performance - Ad Exchange |
| Ad Exchange plus yield group eCPM
The estimated net rate for yield groups or individual yield group partners.
| Performance - Ad Exchange |
| Ad Exchange plus yield group impressions
Number of matched yield group requests where a yield partner delivered their ad to publisher inventory.
| Performance - Ad Exchange |
| Ad Exchange plus yield group revenue
The clickthrough rate (CTR) is the percentage of impressions that led to a click.
Formula: CTR = Clicks ∕ Matched requests | Performance - Ad Exchange |
| Ad Exchange responses served
Ad requests that were filled by Ad Exchange ads.
| Performance - Ad Exchange |
| Ad Exchange revenue
Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.
| Performance - Ad Exchange |
| Ad Exchange revenue paid through MCM auto-payment (Beta)
Auto-payment is a feature of the MCM Manage Account delegation type. This metric is only relevant for a "Manage Account" child network. It shows the Ad Exchange revenue accrued in the child network’s own account but paid to their parent network through auto-payment. Learn more about Manage Account payments.
| Performance - Ad Exchange |
| Ad Exchange total requests
The number of requests Ad Exchange receives to show an ad. A request is reported even if no ads are returned or backup ads are displayed.
| Performance - Ad Exchange |
| Ad Exchange total request CTR
The number of ad clicks divided by the number of ad requests.
Formula: Ad request CTR (clickthrough rate) = Clicks ∕ Ad requests | Performance - Ad Exchange |
| Ad Exchange total request eCPM
The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.
| Performance - Ad Exchange |
| Programmatic eligible ad requests
The total number of ad requests eligible for Open Auction and Private Auction programmatic channels and excludes Programmatic Guaranteed, and Preferred Deals. This metric allows for a breakdown of ad requests across Ad Exchange and Open Bidding demand channels.
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. | Performance - Ad Exchange |
| Programmatic match rate
The number of programmatic responses served divided by the number of requests eligible for programmatic. Includes Ad Exchange, Open Bidding, and Preferred Deals.
Formula: Programmatic responses served ∕ Programmatic eligible ad requests | Performance - Ad Exchange |
| Programmatic responses served
Total number of ad responses served from programmatic demand sources. Includes Ad Exchange, Open Bidding, and Preferred Deals.
Differs from Ad Exchange responses served, which doesn't include Open Bidding matched ad requests. | Performance - Ad Exchange |
| Ad Exchange Active View non-measurable impressions
Number of Ad Exchange impressions that were not measured (for example, impressions where measurement was attempted and failed).
| Performance - Ad Exchange |
| Ad Exchange Active View non-viewable impression distribution
Ad Exchange Active View non-viewable impression distribution.
Formula: (# Ad Exchange not viewable Impressions) ∕ (# Ad Exchange eligible impressions) | Performance - Ad Exchange |
| Ad Exchange Active View non-viewable impressions
Number of Ad Exchange impressions that were measured, but deemed not viewable.
| Performance - Ad Exchange |
| Ad Exchange Active View undetermined impression distribution
Percent of Ad Exchange impressions where the measurement was attempted, but the measurement didn't succeed.
Formula: (# Ad Exchange not measurable impressions) ∕ (# Ad Exchange eligible impressions) | Performance - Ad Exchange |
| Ad Exchange Active View viewable impression distribution
Percent of Ad Exchange impressions where measurement was attempted, succeeded, and deemed viewable.
Formula: (# Ad Exchange viewable impressions) ∕ (# Ad Exchange eligible impressions) | Performance - Ad Exchange |
| Ad Server Active View average viewable time (seconds)
The total viewable time on screen divided by the number of impressions where time on screen could be measured.
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. | Performance - Ad server |
| Ad server Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.
| Performance - Ad server |
| Ad server Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.
| Performance - Ad server |
| Ad server Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.
Formula: (measurable impressions ∕ eligible impressions) × 100 | Performance - Ad server |
| Ad server Active View non-measurable impressions
Total number of impressions that were not measured (for example, impressions where measurement was attempted and failed).
| Performance - Ad server |
| Ad server Active View non-viewable impressions
Total number of impressions that were measured, but deemed not viewable.
| Performance - Ad server |
| Ad server Active View non-viewable impression distribution
Percent of impressions where measurement was attempted, succeeded and deemed non-viewable.
Formula: (# Not viewable Impressions) ∕ (# Active View Eligible Impressions) | Performance - Ad server |
| Ad server Active View undetermined impression distribution
Percent of impressions where measurement was attempted, but measurement did not succeed.
Formula: (# Not measurable impressions) ∕ (# Eligible impressions) | Performance - Ad server |
| Ad server Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable 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.
| Performance - Ad server |
| Ad server Active View viewable impression distribution
Percent of impressions where measurement was attempted, succeeded, and deemed viewable.
Formula: (# Viewable impressions) ∕ (# Active View Eligible Impressions) | Performance - Ad server |
| Ad server Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions.
Formula: (viewable impressions ∕ measurable impressions) × 100 | Performance - Ad server |
| Ad server average eCPM
Average effective cost-per-thousand-impressions earned from the ads delivered by the Google Ad Manager server.
Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000 If the 'Ad server CPD revenue' metric is disabled under the "Ad server" metrics family, the CPD value is excluded from the average eCPM computation. For example, using the Key-values dimension makes the 'Ad server CPD revenue' unavailable, therefore eliminating the CPD value from your report.
| Performance - Ad server |
| Ad server average eCPM w/o CPD
Average effective cost-per-thousand-impressions earned from the ads delivered by the Google Ad Manager server.
Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000 If the 'Ad server CPD revenue' metric is disabled under the "Ad server" metrics family, the CPD value is excluded from the average eCPM computation. For example, using the Key-values dimension makes the 'Ad server CPD revenue' unavailable, therefore eliminating the CPD value from your report.
| Performance - Ad server |
| Ad server begin to render impressions
The total number of "begin to render" impressions counted when creative begins to render or the first frame of a video is shown. It combines three impression measures into one, that is, Web Display, Video and App Display. 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.
| Performance - Ad server |
| Ad server clicks
Total clicks served by the Google Ad Manager server. It usually takes about 30 minutes for new clicks to be recorded and added to the total displayed in reporting.
| Performance - Ad server |
| Ad server completed views
The number of times a video is played to completion for Ad server inventory.
| Performance - Ad server |
| Ad server CPD revenue
CPD revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server.
| Performance - Ad server |
| Ad server CTR
Percentage of impressions served by the Google Ad Manager server that resulted in users clicking on an ad.
Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100 | Performance - Ad server |
| Ad server impressions
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.
| Performance - Ad server |
| Ad server impressions (co-viewed) (Beta)
Co-viewing refers to the act of multiple people watching ads on a connected TV (CTV) device together. When multiple people view together, this could lead to more impressions and reach for your video ad. Co-viewed impressions can be >1 for set-top box and connected TV. For other traffic, the co-viewed count is 1, which aligns with regular impressions. | Ad server |
| Ad server impressions with companion
The number of ad server impressions with companion creatives. Use this metric along with the "Master and companion creative" dimension to get the full Ad server impressions count.
| Performance - Ad server |
| Ad server inactive begin to render impressions
Impressions (via begin to render methodology) delivered by the Google Ad Manager server 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. | Performance - Ad server |
| Ad server clicks (%)
Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered.
| Performance - Ad server |
| Ad server impressions (%)
Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered.
| Performance - Ad server |
| Ad server revenue (%)
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
| Performance - Ad server |
| Ad server revenue w/o CPD (%)
Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.
| Performance - Ad server |
| Ad server responses served
Ad requests that were filled by Ad Manager ads.
| Performance - Ad server |
| Ad server total revenue
Revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server. Previously named "Ad server CPM, CPC, CPD, and vCPM revenue."
| Performance - Ad server |
| Ad server revenue paid through MCM auto-payment (Beta)
Auto-payment is a feature of the MCM Manage Account delegation type. This metric is only relevant for a "Manage Account" child network. It shows the Google Ad Manager server revenue accrued in the child network’s own account but paid to their parent network through auto-payment. Learn more about Manage Account payments.
| Performance - Ad server |
| Ad server CPM and CPC revenue
CPM and CPC revenue earned, calculated in your network's currency, for the ads delivered by the Google Ad Manager server. Sum of all booked revenue.
| Performance - Ad server |
| Ad server targeted clicks
Total number of clicks received for a single targeted key-value pair.For more information, see Report on key-values.
| Performance - Ad server |
| Ad server targeted impressions
Total number of ad requests received for a single targeted key-value pair. Reports created with non-targeting keys will include data for all key-values present on the matching request.
For more information, see Report on key-values. | Performance - Ad server |
| Ad server tracked ads
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.
| Performance - Ad server |
| Ad server unfiltered begin to render impressions
Raw begin to render impression count before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server begin to render impressions.
| Performance - Ad server |
| Ad server unfiltered clicks
Raw click count before any invalid traffic filtration, including when multiple click pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server clicks.
| Performance - Ad server |
| Ad server unfiltered downloaded impressions
Raw impression count before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server impressions.
| Performance - Ad server |
| Ad server unfiltered tracked ads
Raw tracked ads impression count after the ad is downloaded in the user's device but before any invalid traffic filtration, including when multiple impression pings are attempted for a single creative. To analyze the amount of invalid traffic on a network, compare this metric with Ad server tracked ads.
| Performance - Ad server |
| Ad Server opportunities from impressions
The number of ad server impressions discounting video fallback impressions. Learn more about video fallback.
| Performance - Ad server |
| Ad Server opportunities from errors
The number of ad server VAST errors discounting errors generated from video fallback ads. Learn more about video fallback.
| Performance - Ad server |
| AdSense Active View average viewable time (seconds)
The total viewable time on screen divided by the number of impressions where time on screen could be measured.
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. | Performance - AdSense |
| AdSense Active View eligible impressions
Total number of impressions that were eligible to measure viewability. An impression is eligible if (a) the ad's creative has an Active View enabled tag, and (b) the impression is counted with a downloaded pingback.
| Performance - AdSense |
| AdSense Active View measurable impressions
Impressions that were measurable by Active View out of the total number of eligible impressions. This value should generally be close to 100%; however, even when an ad tag has Active View enabled, some factors may prevent the tag from capturing data. For example, an impression that is rendering in a cross-domain iframe may not be measurable.
| Performance - AdSense |
| AdSense Active View % measurable impressions
Percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.
Formula: (measurable impressions ∕ eligible impressions) × 100 | Performance - AdSense |
| AdSense Active View viewable impressions
Number of impressions on the site that were viewable out of all measurable 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.
| Performance - AdSense |
| AdSense Active View % viewable impressions
Percentage of viewable impressions out of all measurable impressions.
Formula: (viewable impressions ∕ measurable impressions) × 100 | Performance - AdSense |
| AdSense average eCPM The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation. | Performance - AdSense |
| AdSense clicks Total clicks delivered by AdSense. | Performance - AdSense |
| AdSense CTR
The percentage of impressions served by AdSense that resulted in users clicking on an ad.
Formula: (AdSense clicks ∕ AdSense impressions) × 100 | Performance - AdSense |
| AdSense impressions Total impressions delivered by AdSense. | Performance - AdSense |
| AdSense clicks (%) Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered. | Performance - AdSense |
| AdSense impressions (%) Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered. | Performance - AdSense |
| AdSense revenue (%) Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue. | Performance - AdSense |
| AdSense responses served Ad requests that were filled by AdSense ads. | Performance - AdSense |
| AdSense revenue Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone. | Performance - AdSense |
| Custom event - count Number of times that a user interacts with any part of a rich media ad in a specified way (mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, etc.). Anything that can be captured in ad development can be recorded as a counter. The default aggregation is one event per impression (except for exit links, which are counted every time). | Rich media custom metrics |
| Custom event - time Time during which a user views and interacts with a specified part of a rich media ad. A creative can have multiple timer events, each timed independently. This metric is presented per timer per impression. | Rich media custom metrics |
| Average interaction time Average time, in seconds, that a user actively engages with an ad. For example, users could place their cursor over a game-like ad in order to scroll, click or otherwise interact with the ad for a prolonged period. Formula: Rich media average interaction time = Rich media total interaction time ∕ Rich media interactive impressions | Rich media interaction |
| Average expanding time Average amount of time, in seconds, that a rich media expanding ad is viewed in an expanded state. Any expansion times that exceed several minutes are capped. This rule prevents skewed results for average expansion time in reporting. | Rich media interaction |
| Total expansions Number of times a rich media expanding ad reached an expanded state, and the total amount of time that the ad was in an expanded state. This event is counted only once per impression, while the time the ad remains in an expanded state is recorded as a total expansion time. | Rich media interaction |
| Full-screen impressions Measures the impression only once when a user opens an ad in full screen mode. | Rich media interaction |
| Total interactions Total number of any non-impression events (exit links, movie loads, counter events, and timer events) that occurred when a user interacted with a rich media ad. This number is reached by adding up the sum of all counter events. | Rich media interaction |
| Interaction rate Rate at which users interacted with a rich media ad. Formula: Rich media interaction rate = Rich media interactive impressions ∕ Rich media impressions | Rich media interaction |
| Interaction time Total amount of time, in seconds, that a user interacted with a rich media ad. Formula: Rich media total interaction time = Rich media interaction time × Rich media interactive impressions | Rich media interaction |
| Interactive impressions Number of rich media line item impressions that result in user interaction. | Rich media interaction |
| Manual closes Number of times that a user manually closed a floating, pop-up, expanding, in-page with pop-up, or in-page with floating ad. | Rich media interaction |
| Rich media total video interactions Number of times that a user clicks on the graphical controls of a video player. This metric is recorded by measuring any changes to the video play experience other than auto-play and auto-complete. | Rich media video metrics |
| Rich media video completes Number of times that a video plays to its completion. | Rich media video metrics |
| Rich media video interaction rate Ratio of video interactions to video plays. Formula: Video interactions ∕ Video plays | Rich media video metrics |
| Rich media video midpoints Number of times that a video is played until the middle of its view length. | Rich media video metrics |
| Rich media video mutes Number of times that a video is muted. | Rich media video metrics |
| Rich media video pauses Number of times that a video is paused. | Rich media video metrics |
| Rich media video plays Number of times that a video is played. | Rich media video metrics |
| Rich media video replays Number of times that a video is restarted. | Rich media video metrics |
| Rich media video stops Number of times that a video is stopped. | Rich media video metrics |
| Rich media video unmutes Number of times that a video is unmuted after starting the mute state. | Rich media video metrics |
| Rich media video view rate Percentage of a video that is watched by a user. For example, if a user watches 20 seconds of a 30-second video, the video view rate percentage is calculated as 66.66. | Rich media video metrics |
| Rich media video average view time Average time, in seconds, that a video is viewed per view. Total video view time / Video plays | Rich media video metrics |
| Average display time Average amount of time per impression, in seconds, that a Rich Media ad is displayed. Formula: Rich Media average display time = Rich Media total display time ∕ Rich Media impressions | Rich Media viewership |
| Backup image impressions The number of times a backup image was served instead of the Rich Media creative. | Rich Media viewership |
| Total display time 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. Formula: Rich Media total display time = Rich Media display time × Rich Media impressions | Rich Media viewership |
| Server-side unwrapping average latency (milliseconds) (Beta)
Average latency of unwrapped responses in milliseconds. Measures latency for all requests, whether the 3P issues a VAST response, returns an error, or times out.
| Server-side unwrapping |
| Server-side unwrapping callouts (Beta)
Total requests made to the 3P redirect platform via server-side unwrapping.
| Server-side unwrapping |
| Server-side unwrapping empty responses (Beta)
Count of empty VAST responses from 3P platforms. This indicates that the 3P did not return any ads for this request.
| Server-side unwrapping |
| Server-side unwrapping error responses (Beta)
Count of HTTP error responses returned from 3P platforms. This indicates that the 3P platform could not successfully respond to the request.
| Server-side unwrapping |
| Server-side unwrapping successful responses (Beta)
Count of unwrapped responses with 1 or more ads returned. Ads returned will compete in the auction against other ad sources.
| Server-side unwrapping |
| Server-side unwrapping timeouts (Beta)
Count of unwrapping requests that timed out with no response from the 3P platform. You can customize server-side unwrapping timeouts via unwrapping inventory rules.
| Server-side unwrapping |
| VAST error 100 count
The number of VAST 100 errors that occurred. These errors indicate an issue with VAST XML parsing.
| Video errors |
| VAST error 101 count
The number of VAST 101 errors that occurred. These errors indicate a VAST schema validation issue.
| Video errors |
| VAST error 102 count
The number of VAST 102 errors that occurred. These errors indicate an unsupported VAST version.
| Video errors |
| VAST error 200 count
The number of VAST 200 errors that occurred. These errors indicate that the video player expected a different ad type.
| Video errors |
| VAST error 201 count
The number of VAST 201 errors that occurred. These errors indicate that the video player expected a different linearity.
| Video errors |
| VAST error 202 count
The number of VAST 202 errors that occurred. These errors indicate that the video player expected a different duration.
| Video errors |
| VAST error 203 count
The number of VAST 203 errors that occurred. These errors indicate that the video player expected a different size.
| Video errors |
| VAST error 300 count
The number of VAST 300 errors that occurred. These errors indicate a wrapper issue.
| Video errors |
| VAST error 301 count
The number of VAST 301 errors that occurred. These errors indicate that the VAST redirect timeout was reached.
| Video errors |
| VAST error 302 count
The number of VAST 302 errors that occurred. These errors indicate the the wrapper limit was reached.
| Video errors |
| VAST error 303 count
The number of VAST 303 errors that occurred. These errors indicate that an empty VAST response was returned.
| Video errors |
| VAST error 400 count
The number of VAST 400 errors that occurred. These errors indicate a general linear issue.
| Video errors |
| VAST error 401 count
The number of VAST 401 errors that occurred. These errors indicate that a mediafile was not found.
| Video errors |
| VAST error 402 count
The number of VAST 402 errors that occurred. These errors indicate an inability to download or timeout of a mediafile URI.
| Video errors |
| VAST error 403 count
The number of VAST 403 errors that occurred.These errors indicate a VAST response that declared unsupported MIME types for all of the available mediafiles.
| Video errors |
| VAST error 405 count
The number of VAST 405 errors that occurred. These errors indicate a mediafile display error.
| Video errors |
| VAST error 406 count
The number of VAST 406 errors that occurred. These errors indicate a missing required mezzanine file.
| Video errors |
| VAST error 407 count
The number of VAST 407 errors that occurred. These errors indicate that a mezzanine file was downloaded for the first time.
| Video errors |
| VAST error 408 count
The number of VAST 408 errors that occurred. These errors indicate a rejected ad in VAST response.
| Video errors |
| VAST error 409 count
The number of VAST 409 errors that occurred. These errors indicate that an interactive creative defined in the InteractiveCreativeFile node did not execute.
| Video errors |
| VAST error 410 count
The number of VAST 410 errors that occurred. These errors indicate that the code referenced in the Verification node did not execute.
| Video errors |
| VAST error 500 count
The number of VAST 500 errors that occurred. These errors indicate a general NonLinearAds error.
| Video errors |
| VAST error 501 count
The number of VAST 501 errors that occurred. These errors indicate that the non-linear ad creative dimensions did not align with the creative display area.
| Video errors |
| VAST error 502 count
The number of VAST 502 errors that occurred. These errors indicate an inability to fetch a NonLinearAds or NonLinear resource.
| Video errors |
| VAST error 503 count
The number of VAST 503 errors that occurred. These errors indicate that a NonLinearResource with a supported type could not be found.
| Video errors |
| VAST error 600 count
The number of VAST 600 errors that occurred. These errors indicate a general CompanionAds issue.
| Video errors |
| VAST error 601 count
The number of VAST 601 errors that occurred. These errors indicate that the companion creative dimensions did not align with the companion display area.
| Video errors |
| VAST error 602 count
The number of VAST 602 errors that occurred. These errors indicate an inability to display a required companion.
| Video errors |
| VAST error 603 count
The number of VAST 603 errors that occurred. These errors indicate an inability to fetch a CompanionAds or Companion resource.
| Video errors |
| VAST error 604 count
The number of VAST 604 errors that occurred. These errors indicate that a Companion resource with a supported type could not be found.
| Video errors |
| VAST error 900 count
The number of VAST 900 errors that occurred. These errors indicate a VAST 2 issue.
| Video errors |
| VAST error 901 count
The number of VAST 901 errors that occurred. These errors indicate a general VPAID issue.
| Video errors |
| Average interaction rate
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 | Video interaction |
| Collapses Number of times a user collapses a video, either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player. | Video interaction |
| Expands Average time, in seconds, that an expanding ad is viewed in an expanded state.
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 | Video interaction |
| Full screens Number of times ad clip played in full screen mode. Event only applicable for Windows Media Player. | Video interaction |
| Mutes
Number of times the video player was in the mute state during the play of a video ad. If a player is muted before the ad plays, it's counted the same as when a user mutes the player while the ad plays.
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 | Video interaction |
| Pauses Number of times a user paused the video ad. | Video interaction |
| Resumes Number of times the user unpaused the video. | Video interaction |
| Rewinds Number of times a user rewinds the video. | Video interaction |
| Unmutes Number of times a user unmutes the video. | Video interaction |
| Skips Number of times an ad was skipped. | Video interaction |
| Break end The total number of break completions or fatal errors for the last ad in the pod. | Video true opportunities |
| Break start The total number of break starts or errors for the first ad in a pod. | Video true opportunities |
| Capped opportunities The number of video ad opportunities reached by a user (rounded down, or capped based on your max ads setting, whichever is less) using the adbreak counting method. | Video true opportunities |
| Total duration The total number of seconds available to be filled using the adbreak counting method. | Video true opportunities |
| Matched duration The total number of seconds filled using the adbreak counting method. | Video true opportunities |
| Matched opportunities The total matched opportunities in video true opportunities reporting using the adbreak counting method. | Video true opportunities |
| Viewed opportunities The number of video ad opportunities reached by a user (rounded down) using the adbreak counting method. | Video true opportunities |
| Auto-plays Number of times video ads play automatically. To implement auto-play metrics in your player, set the autoPlayAdBreaks parameter using the SDK.
The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement. Note that Auto-plays is incompatible with Ad Exchange impressions. Although Auto-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty. | Video viewership |
| Average view rate Percentage of a video that is watched by a user. For example: Two users watch a video. One user watched the whole video, so there's one Video Start, one Video First Quartile, one Video Midpoint, one Video Third Quartile, and one Video Complete. Another user watched past the Video First Quartile, but didn't reach Video Midpoint. The average view rate is 0.6875 ((1 + 0.375) ∕ 2 starts). Formula: (0.125 × videoStart + 0.25 × videoFirstQuartile + 0.25 × videoMidpoint + 0.25 × videoThirdQuartile + 0.125 × videoComplete) ∕ VideoStart This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Video viewership |
| Average view time
Average time, in seconds, that a video is viewed per view.
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 For Rich Media creatives: Formula: Total video view time ∕ Video plays This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Video viewership |
| Click-to-plays Number of times video ads have played when clicked. This is the default behavior of video ads. The unknown video initiation value can be derived by subtracting the number of impressions counted in the "Auto-plays" and "Click-to-plays" metrics from the "Ad Server impressions" metric for a specific video placement. Note that Click-to-plays is incompatible with Ad Exchange impressions. Although Click-to-plays can be selected alongside Ad Exchange impressions in reporting, the result will always be empty. | Video viewership |
| Completes Number of times that a video plays to its completion. | Video viewership |
| Completion rate Percentage of times the video played to the end. For example: One user watches 20-seconds of a 20-second video creative. Another user only watches 10-seconds. The completion rate is calculated as 50% (1 complete ∕ 2 starts). Formula: Completion rate = Video completes ∕ Video starts | Video viewership |
| Engaged views Number of times the ad was viewed to completion. For VAST 3 or 4, a completion occurs either when the user reaches the end of the ad, or reaches the "Skippable view time" defined in your network settings, whichever comes first. This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Video viewership |
| First quartiles Number of times that a video plays to 25% of its length. | Video viewership |
| Midpoints Number of times that a video is played until the middle of its view length. | Video viewership |
| Skip buttons shown Number of times the "skip" button was shown. The skip button is shown 5 seconds after a skippable ad starts. | Video viewership |
| Starts Number of times that a video is started. | Video viewership |
| Third quartiles Number of times that a video plays to 75% of its length. | Video viewership |
| Total error count Number of times an error occurred. Examples include a VAST Redirect error, a video playback error, or an invalid response error, including for dynamic allocation (Ad Exchange and AdSense) impressions. | Video viewership |
| Total error rate The average percentage of error per impression. For example: A video creative duration is set improperly and the player reports this error for every impression. The total error rate is 100%. Formula: Total error rate = Total error count ∕ (Total error count + Total impressions) | Video viewership |
| Video length
Duration of the video creative, if hosted by Ad Manager.
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. | Video viewership |
| Video view through rate Percentage of times the ad was viewed. For example: One user watches 20 seconds of a 20-second video. Another watches only 10 seconds. The view-through rate is calculated as 50% (1 engaged view ∕ 2 skips shown). Formula: Engaged view ∕ Skip shown This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Video viewership |
| True views
Number of TrueView ad impressions viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or to 30 seconds, whichever happens first.
This is not a viewability metric, as defined by the MRC Viewability Guidelines.Shows values for Ad Exchange traffic only. | Video viewership |
| True views skip rate Measures the percentage of skips. For example, the % of times a user skips a given video by clicking "Skip." This option only applies to TrueView ads and appears after 5 seconds. Shows values for Ad Exchange traffic only. Formula: TrueView skip rate = Skips ∕ Skippable ad impressions This is not a viewability metric, as defined by the MRC Viewability Guidelines. | Video viewership |
| True views view-through rate
The view-through rate is the percentage of views divided by number of impressions. It represents the portion of TrueView ad impressions that were viewed. A TrueView ad impression is considered viewed when the ad is watched to completion or to 30 seconds, whichever happens first.
This is not a viewability metric, as defined by the MRC Viewability Guidelines.Shows values for Ad Exchange traffic only. Formula: TrueView VTR = TrueView Views ∕ TrueView ad impressions | Video viewership |
| Mediation chains filled (Beta)
Number of winning bids received from Open Bidding buyers. This includes when the winning bid is placed at the end of a mediation for mobile apps chain.
Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Yield group |
| Yield group auctions won
Number of winning bids received from Open Bidding buyers. This includes when the winning bid is placed at the end of a mediation for mobile apps chain.
Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Yield group |
| Yield group bids
Number of bids received from Open Bidding buyers, regardless of whether the returned bid competes in an auction. This number might be greater than Yield group callouts because a buyer can return multiple bids.
Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Yield group |
| Yield group bids in auction
Number of bids received from Open Bidding buyers that competed in the auction.
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. | Yield group |
| Yield group callouts
Number of times a yield partner is asked to return bid to fill a yield group request.
Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. This report metric can be affected by exchange quotas, which regulate how many requests they want to receive from Ad Manager, or the exchange's pretargeting configuration. Because video pods can lead to multiple bid requests sent to third-party buyers, publishers shouldn't expect these values to match the available impressions values for third-party buyers. | Yield group |
| Yield group estimated CPM The estimated net rate for yield groups or individual yield group partners.
| Yield group |
| Yield group estimated revenue
Total net revenue earned by a yield group, based upon the yield group estimated CPM and yield group impressions recorded. This revenue already excludes Google revenue share.
Formula: Yield group estimated CPM × Impressions ∕ 1000 | Yield group |
| Yield group impressions Number of matched yield group requests where a yield partner delivered their ad to publisher inventory.
| Yield group |
| Yield group mediation fill rate
Formula: Mediation chain impressions ∕ (Mediation chain impressions + Mediation passbacks)
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. | Yield group |
| Yield group mediation matched queriesTotal requests where a Mediation chain was served, even if none of the ad networks delivered an ad.
Note that in Reporting we define a Mediation chain as a response to a GMA SDK request with:
Learn more about mediation. | Yield group |
| Yield group mediation passbacks
Passbacks are counted when an ad network is given a chance to serve but does not deliver an ad, and Ad Manager Mediation moves on to the next ad network in the mediation chain.
This metric is counted when the mobile client pings Ad Manager that an ad network passed back. The ping is occasionally delayed or lost.
Learn more about mediation. | Yield group |
| Yield group mediation third-party eCPM
Revenue per thousand impressions based on data collected by Ad Manager from third-party ad network reports. Displays zero if data collection is not enabled.
Formula: (Third-party earnings ∕ Third-party impressions) × 1000 | Yield group |
| Yield group revenue paid through MCM auto-payment (Beta)
Auto-payment is a feature of the MCM Manage Account delegation type. This metric is only relevant for a "Manage Account" child network. It shows the yield group revenue accrued in the child network’s own account but paid to their parent network through auto-payment. Learn more about Manage Account payments.
| Yield group |
| Yield group successful responses
Number of times a yield group buyer successfully returned a bid in response to a yield group callout, even if that response is "no bids."
Only applies to Open Bidding; not Mediation. This data is available for 45 days after the event. | Yield group |
| Try your keywords on Google Web Search. | |