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About user metrics included in the Ads Activity report (Beta)

The Ads Activity report supports several user metrics that are correlated with ads performance. Supported user metrics have a component that includes active users (AU), ad viewers (AV), or both. To view user metrics in the Ads Activity report, you must link your app to a Firebase project.

The table below outlines all supported user metrics in the Ads Activity report and their user metric components.

Metric

Definition

User metric components

Active users (AU)

The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date.

AU

Ad viewers (AV)

The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date.

Note: The number of AVs must meet a minimum threshold before data can be shown. This means you may see zero AV even when the number of impressions is not zero.

AV

Ad viewer rate

The percent of active users who have viewed ads. 

It’s calculated by:

Ad viewers / Active users x 100%.

AU & AV

Ads ARPV

The average revenue per viewer (ARPV) from ad revenue. 

It’s calculated by:

Estimated earnings / Ad viewers

Important: This metric only includes Google Analytics integrated earnings.

AV

Ads ARPU

The average revenue per user (ARPU) from ad revenue.

It’s calculated by:

Estimated earnings / Active users 

ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.

Important: This metric only includes Google Analytics integrated earnings.

AU

Imps / AU

The average number of ads seen by an active user.

It’s calculated by:

Impressions / Active users 

This is sometimes known as ad density or ad load.

Important: This metric only includes Google Analytics integrated impressions.

AU

Imps / AV

 

The average number of ads seen by an ad viewer. 

It’s calculated by:

Impressions / Ad viewers

Important: This metric only includes Google Analytics integrated impressions.

AV

Google Analytics Integrated Data

User metrics reported in AdMob are calculated only using data from apps linked to Firebase that can be attributed to an active user tracked by Google Analytics. We refer to this data as “Google Analytics integrated” (GA4 integrated).

Example

In this example, Google Analytics tracks 3 active users and attributes 4 impressions between these users. AdMob reporting displays 6 impressions, which means there are 4 impressions that are GA4 integrated and 2 impressions that are not.

Active user

Impressions (GA4 integrated)

Impressions (AdMob reported)

user 1

1

6


 

user 2

2

user 3

1

There are several instances where active users may not have GA4 integrated data:

To ensure user metrics are not inflated, user metrics calculated from earnings or impressions do not use values from AdMob but instead use GA4 integrated values. For example:

  • Imps / AV may not precisely match impressions divided by ad viewers (AV). It’s likely only a subset of impressions may be GA4 integrated.
  • Ads ARPU may not precisely match estimated earnings divided by active users (AU). It’s likely only a subset of estimated earnings may be GA4 integrated.

Example

In this example, 90 impressions are GA4 integrated and 10 impressions are not integrated. AdMob will report a total of 100 impressions. 

Ad Viewers (AV)

Impressions

Imps / AV

10

100

9

While it may appear the Imps / AV should be 10 (100 imps / 10 AV), this is not accurate. AdMob will more accurately display a value of 9 (90 imps / 10 AV). It’s not accurate to report Imps / AV as 100 / 10 because the actual number of viewers for these 100 impressions is not known. The 10 unintegrated impressions could have come from 1 ad viewer or 10 different ad viewers. 

Metric breakdowns

When selecting metrics and dimensions together, the metrics are broken down by the selected dimensions into different rows. For example, if an app has 100 impressions over the last 7 days, selecting the "impressions" metric alongside the "format" dimension can produce the following breakdown.

Format

Impressions

App open

50

Rewarded

50

 

Breakdowns for user metrics are applied differently depending on the metric components and dimensions selected. If a user metric has an active user component, this component will not be broken down by dimensions tied to viewing ads. 

Dimension Type

Dimensions

Breakdown behavior

Not tied to viewing ads

  • Date
  • Week
  • Month
  • App
  • App version
  • Platform
  • Country

Breakdown all metric components

Tied to viewing ads

  • Ad source
  • Ad source instance
  • Ad unit
  • Ad unit serving type
  • ATT consent status
  • Format
  • GMA SDK
  • Mediation group
  • Serving restriction

Breakdown all metric components except AU

 

Impacted metrics

  • Active users (AU)
  • Ad viewer rate
  • Ads ARPU
  • Imps / AU

Unsupported

  • Hour
  • Ad Source (Full List)
  • Ad Type
  • Operating System
  • Mediation A/B Test
  • Variant

No compatibility. These dimensions cannot be selected with user metrics.

 

Breakdown Example

Active Users (AU)

Impressions

Imps / AU

10

100

9 (90 imps / 10 AU)

 

If country is selected. Country is not tied to viewing ads, so the AU component of Imps / AU is broken down between countries:

Country

Active Users (AU)

Impressions

Imps / AU

US

2

20

10 (20 imps / 2 AU)

CA

4

40

8.75 (35 imps / 4 AU)

MX

4

40

8.75 (35 imps / 4 AU)

 

If format is selected. Format is tied to viewing ads, so the AU component of Imps / AU is not broken down between formats:

Format

Active Users (AU)

Impressions

Imps / AU

App Open

10

10

0.8 (8 imps / 10 AU)

Rewarded

10

40

3.6 (36 imps / 10 AU)

Interstitial

10

50

4.6 (46 imps / 10 AU)

 

If format is selected and a complete metric breakdown is desired, you can select the analogous ad viewer metric. In this example, Imps / AV instead of Imps / AU

Format

Ad viewers (AV)

Impressions

Imps / AV

App Open

1

10

8 (8 imps / 1 AV)

Rewarded

4

40

9 (36 imps / 4 AV)

Interstitial

5

50

9.2 (46 imps / 5 AV)

 

 

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