Use Historical report core dimensions & metrics

This article only applies to the Ad Manager Historical report

Core dimensions and metrics are dimensions and metrics that work together in Ad Manager Historical reports in most situations, making it easier to understand which are compatible with one another. When you use core dimensions and metrics together in your Ad Manager Historical report, you can assume that they'll usually follow these rules:

All core dimensions will be compatible with all core metrics.
All core dimensions will be compatible with all non-core metrics.
All core dimensions plus any single non-core dimension will be compatible with all core metrics.

There are some dimensions that don't follow these rules in all cases. View exceptions

In this article:

Core dimensions
Core metrics
Exceptions

Core dimensions

The following table contains a list of the core dimensions available for your Ad Manager Historical report.

Name and description	Categories
Date Daily breakdown of data. In Ad Manager, the data is shown in an extended format, such as Monday, January 18, 2016. The exported format is more compact, for example M/D/YY. Note: The exported date format is based on the language and/or location associated with the Google account of the person creating the report. In reports created by other users, such as scheduled reports, the exported date format may differ from the format in reports created by you.	Time unit
Week Weekly date range, formatted as "M/D/YY - M/D/YY".	Time unit
Day of week Calendar day of the week (e.g., Monday, Tuesday)	Time unit
Month and year The related month and year. Example: "October 2019"	Time unit
Ad unit (all levels) The name of the ad unit. Select dimension attributes to display the ad unit code.	Inventory
Placement Name of the placement that currently includes an ad unit associated with an impression, click, or other event. Learn more	Inventory
Line item The name of the line item associated to the Creative that served to the ad slot request. Select dimension attributes to display quantity, cost type, delivery indicator, and other information.	Delivery
Line item type Type of line item associated to the Creative that served to the ad slot request.	Delivery
Order The name of the Order associated to the line item linked to the Creative that served to the ad slot request. Select dimension attributes to display labels, salesperson, traffickers, and more.	Delivery
Advertiser The name of the advertiser company assigned to an order. Select dimension attributes to display labels, advertiser type, and more.	Delivery
Country Country associated to IP address from ad slot request	Geography
Demand Channel Displays the method buyers used to access your inventory. This dimension helps you report across your entire network. Values include: Ad Exchange (includes First look) AdSense Ad server (direct-sold line items) Mediation Open Bidding Header Bidding SDK Bidding Protected Audience seller (non-Google)	Delivery
Device category Shows delivery by device category: Connected TV (CTV) device^(Beta), Desktop, Feature phone, Set-top box (STB), Smart display, Smartphone, Smart speaker, and Tablet.	Platform
Programmatic channel Channel of transaction. Includes Preferred Deals, Programmatic Guaranteed, Private Auctions, and the Open Auction. Transactions via First Look are included in Open Auction transactions.	Delivery
Request type ^(Beta) Shows performance broken out by the technology used to request the ad. This allows for advanced troubleshooting, such as investigating discrepancies between served and downloaded impressions. Possible values are: AMP Ad tag An impression is attributed to a request from an `<amp-ad>` tag. This tag allows AMP Ads to load faster than standard ads or ads from other tag types. If this value is something other than "AMP Ad tag" (such as "Google Publisher Tag" or "Other"), you're likely running ads from a custom domain. You may want to replace them with `<amp-ad>` tags, so AMP Ads can load faster. Learn more. Google Publisher Tag An impression is attributed to the Google Publisher Tag. GPT Light An impression is attributed to the GPT Light tag. GPT Simple URL An impression is attributed to a Tagless request, which allows ads in environments where JavaScript isn’t supported. Video Tag An impression is attributed to a request from a video player. Mobile Ads SDK An impression is attributed to a request that was built through the Google Mobile Ads SDK, so the ad is on an app. Show Ads An impression attributed to the "Show ads" synchronous tag for Ad Exchange Direct traffic. Ads by Google An impression attributed to the "Ads by Google" asynchronous tag for Ad Exchange Direct traffic. Other Indicates less common requests, such as Video Companion ad tag. Note that the value "Google Ad Manager Tag" is no longer in use, but shows for compatibility reasons.	Platform
Creative Creative that served to the ad slot request. Select dimension attributes to display click-through URL, SSL scan results, or custom fields.	Delivery
Creative size ^(Deprecated) Size of creative that served to the ad slot request. Creative size doesn't represent the actual size of a creative being served. This dimension represents the "Targeted Ad Unit Size" of the creative which is served. Since a Creative size can only be associated with filled impressions, this dimension is not compatible with the Unfilled impressions metric. When the Creative size dimension is included in a report, companion delivery that is otherwise rolled up under master delivery is surfaced, so you may see higher totals than expected.	Delivery
Creative type Type of creative that served to the ad slot request.	Delivery
Inventory types Shows performance by general groups of inventory. Possible values are: Web: User is viewing the content through a PC or laptop computer, or from their mobile or tablet browser. App: User is viewing the content through a mobile app on their smartphone or tablet. Note that Ad Manager identifies mobile apps via use of the SDK. Publishers using simplified URL tags to make requests for an app may see inconsistent results. AMP: User is viewing the ad on an Accelerated Mobile Page, which has been designed to load mobile web content faster. Other: Ad Manager can't detect where the user is viewing the content.	Platform
Creative size (delivered) The size of the ad slot where creatives are served from Ad Manager or Ad Exchange. This value may differ from the creative size reported in Ad Exchange. Possible values include: Audio: Audio ads Fluid: Google rendered Native & Fluid ads Interstitial: Interstitial ads Native: Custom rendered native ads Video/Overlay: Video ads <width>x<height>: Fixed-size ads Any other values show as "Unknown". Note: This dimension can't appear in the same report as the "Unfilled impressions" metric. They are incompatible.	Delivery
Custom dimensions View dimensions created from key-values defined in your network. Learn more	Inventory

Core metrics

The following table contains a list of the core metrics available for your Ad Manager Historical report.

Name and description	Categories
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. Doesn't include unfilled impressions. Doesn't include companion impressions, unless the Master and Companion creative dimension is included. 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.	Total
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.	Ad server
AdSense impressions Total impressions delivered by AdSense.	AdSense
Ad Exchange impressions Total impressions delivered by the Ad Exchange.	Ad Exchange
Ad server impressions (%) Ratio of impressions delivered by the Google Ad Manager server in relation to the total impressions delivered.	Ad server
AdSense impressions (%) Ratio of impressions delivered by AdSense through line item dynamic allocation in relation to the total impressions delivered.	AdSense
Ad Exchange impressions (%) Ratio of impressions delivered by Ad Exchange through line item dynamic allocation in relation to the total impressions delivered.	Ad Exchange
Total clicks Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange.	Total
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.	Ad server
AdSense clicks Total clicks delivered by AdSense.	AdSense
Ad Exchange clicks Total clicks delivered by the Ad Exchange.	Ad Exchange
Ad server clicks (%) Ratio of clicks delivered by the Google Ad Manager server in relation to the total clicks delivered.	Ad server
AdSense clicks (%) Ratio of clicks delivered by AdSense through line item dynamic allocation in relation to the total clicks delivered.	AdSense
Ad Exchange clicks (%) Ratio of clicks delivered by Ad Exchange through line item dynamic allocation in relation to the total clicks delivered.	Ad Exchange
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.	Total
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.	Ad server
AdSense revenue Revenue generated from AdSense through line item dynamic allocation, calculated in your network's currency and time zone.	AdSense
Ad Exchange revenue Revenue generated from the Ad Exchange through line item dynamic allocation, calculated in your network's currency and time zone.	Ad Exchange
Ad server revenue (%) Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.	Ad server
AdSense revenue (%) Ratio of revenue generated by AdSense through line item dynamic allocation in relation to the total revenue.	AdSense
Ad Exchange revenue (%) Ratio of revenue generated by Ad Exchange through line item dynamic allocation in relation to the total revenue.	Ad Exchange
Total average eCPM eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.	Total
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.	Ad server
AdSense average eCPM The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.	AdSense
Ad Exchange average eCPM The average effective cost-per-thousand-impressions earned from the ads delivered by Ad Exchange through line item dynamic allocation.	Ad Exchange
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 is updated nightly and accounts for all impressions and clicks across Ad Manager, AdSense and Ad Exchange: Formula: (total clicks ∕ total impressions) × 100	Total
Ad server CTR Percentage of impressions served by the Google Ad Manager server that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100	Ad server
AdSense CTR The percentage of impressions served by AdSense that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. Formula: (AdSense clicks ∕ AdSense impressions) × 100	AdSense
Ad Exchange CTR The percentage of impressions served by the Ad Exchange that resulted in users clicking on an ad. The clickthrough rate (CTR) is updated nightly. 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.	Ad Exchange

Exceptions

There are some exceptions to the rules about compatibility.

Compatible with a subset of core dimensions

Some dimensions and metrics are compatible with a subset of the core dimensions, but not all of them.

Dimensions	Compatible core dimensions
City, Region	Ad unit, Country, Date, Day of week, Demand channel, Device category, Inventory types, Month and year, Placement, Request type, Week
Bandwidth, Browser, Carrier, Metro, Operating system, Postal code, Targeting	Ad unit, Date, Day of week, Demand channel, Device category, Inventory types, Month and year, Placement, Request type, Week
Requested ad sizes	Ad unit, Creative size (delivered), Date, Day of week, Demand channel, Device category, Inventory types, Month and year, Placement, Request type, Week
Domain	Advertiser, Country, Date, Day of week, Demand channel, Device category, Inventory types, Line item, Line item type, Month and year, Order, Programmatic channel, Request type, Week
Total ad requests, Total fill rate, Total responses served, Total unmatched ad requests	Ad unit, Country, Date, Day of week, Device category, Month and year, Placement, Request type, Week

Incompatible with some of the core dimensions

These dimensions and metrics are incompatible with some of the core dimensions.

Dimensions & metrics	Reason for incompatibility
Unfilled impressions, Invoiced unfilled impressions, Unfilled competing impressions, Monetizable content views	Include unfilled event data, which has no delivery dimensions. Examples: Line item, Order, Advertiser, Creative size
Ad Exchange responses served, AdSense responses served, Ad server responses served, Total ad requests, Total responses served, Total unmatched ad requests, Total fill rate	Not compatible with delivery dimensions. Examples: Line item, Order, Advertiser, Creative size
Total code served count	Not available with Creative size (delivered).
Yield group callouts, Yield group successful responses	Not available with Creative size (delivered).
Yield group metrics, Mediation metrics	Not available with some delivery dimensions.
Targeted metrics	Require Key-values dimensions, which limits compatibility due to too many unique values.
Optimization metrics	Not compatible with inventory unit and creative dimensions (when used with the rest of the core dimensions).

Incompatible with most core dimensions and metrics

Some dimensions are incompatible with most of the core dimensions and metrics, except for specific sets.

Dimensions	Reason for incompatibility
Hour	Too many unique values.
Sales dimensions	Not applicable to any of the core metrics.
Position in pod, Position of pod, Fallback position, Content, Content bundle	Too many unique values.
Partner management dimensions	Not applicable to any of the core metrics.
Verified categories	Strict compatibility rules.
Activity, Activity group	Only compatible with conversion metrics.
Ad network name	Only compatible with Ad Exchange metrics.
Audience segment (billable)	Only compatible with reservation metrics.
Custom event	Only compatible with Rich Media metrics.
Key-values	Too many unique values.

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