About the 'Content suitability' report

YouTube: Placements are the channels and videos where your ads showed. Placements are only reported for ads appearing on the YouTube watch page (in-stream ads and YouTube watch next ads) and YouTube Shorts. Ads that do not run on these formats (for example, on the Home feed in YouTube) are reported as 'youtube.com'

Display Network: placements are the websites, pages or apps where your ads showed in the Display Network.

App ads: placements include YouTube videos (TrueView), webpages (GDN) and mobile applications (AdMob) where your ads are shown.

YouTube ads that do not run on the YouTube watch page (for example, the YouTube Home feed) are reported as 'youtube.com' in the 'Where ads showed' report.

When first opening the report, you’ll get impressions at the channel or domain level. These channels and domains will be under the column 'Content suitability placement name (group)'. If you want to see video-level reporting, add the column 'Content suitability placement name (details)'.

If your targeting is narrow, like individual placements, this can result in very low ad traffic. In addition to this, depending on the monetisation settings of the video uploader as well as other signals, there are a number of reasons a given placement might not be eligible to serve ads at all. If you don’t see impressions on a given placement, it’s not the best use of time to troubleshoot why that might be. Targeting individual placements are less likely to serve a significant number of impressions.

Impression counts in the report don’t reflect the impressions that you’re billed in Google Ads.

While most other reports are updated to remove detected invalid traffic (which isn’t billed to your account), the 'Content suitability' report is not regularly updated and may include invalid traffic. You can check your billing invoices to view your billed impressions.

As a result, impression counts in this report shouldn’t be treated as final. Refer to billing invoices as a source of truth for billable impressions. Learn more about invalid traffic.

Placements are only shown if they meet certain minimum thresholds of impressions or interactions.

Videos on YouTube might be deleted or removed for various reasons, including policy violations, privacy setting changes or because the creator deleted the video from their own account.

If a video that the campaign served on is deleted or removed after time of serving, the placement report would show that placement as 'not available' and include impressions against it.

You may notice the placement or video showing in different languages even if you’re only targeting English. This is because the language targeting selects the language of the user and not the content of the site they are viewing. Language targeting determines the user’s language primarily from the browser settings.

The 'Content suitability' report shows placement data for content that was shown before and after the YouTube Shorts ads appeared.

The 'Where ads showed' report shows general placement data, excluding data from Performance Max and Universal app campaigns. 'Where ads showed' only supports placement reporting on YouTube Shorts for the content before the ad. Learn more about the 'Where ads showed' report.

Performance Max placement report shows placement data specific to Performance Max as an alternative to the 'Where ads showed' report. Learn more about the Performance Max placement report.

There are various reasons why the impressions in the 'Content suitability' report won’t match the number of impressions served. This may be a result of impressions that haven’t been deduplicated for impressions served on Shorts. It can also be a result of placements not meeting the minimum threshold of impressions or interactions.

The 'Where ads showed' and 'Content suitability' reports should not be compared against each other. You may notice a discrepancy in this reporting, which can be a result of differences in methodology such as YouTube Shorts reporting both the impression before and after the ad.

The 'Content suitability' report will show for all campaign types except search campaigns.

The content suitability report includes 'adjacency reporting for YouTube Shorts', which means that it will include impression volumes for content before and after the ad served placement. Additionally, the 'Content suitability' report doesn’t show placements for search partners on the Google Search Network.

optimisation and performance related decisions. The Performance Max placement report and the 'Content suitability' report’s purpose is strictly for brand suitability. Brand suitability choices should be agnostic of how well a placement is performing.