Reports glossary
Learn which terms display the information you need
Below are all metrics and dimensions available in AdMob reports, along with information about applicable report types. Filter the table with one or more keywords to find reporting terms.
Term | Type | Available report type |
---|---|---|
Clicks The total number of times users click ads shown in your app. | Metric | Bidding report Ads Activity report |
Estimated earnings
Your earnings accrued for the selected date range. This amount is an estimate that is subject to change. | Metric | User activity report Bidding report Ads Activity report |
Impressions
The total number of ads shown to users. Note: When a third-party waterfall ad source serves a banner ad, AdMob counts an impression when the third-party adapter sends the ad load callback. This may cause discrepancies in reported impressions between AdMob and your third-party ad source. For example, if you preload banner ads that aren’t shown immediately, you may notice higher impressions reported in AdMob.
| Metric | Bidding report Ads Activity report |
CTR Impression clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. It's calculated by dividing clicks by impressions:
For example, if your ad received 20 clicks out of 1,000 impressions, the Impressions CTR would be 2%. | Metric | Ads Activity report |
Match rate The percentage of ad requests that received a response from an ad source. It's calculated by dividing matched requests by requests:
| Metric | Ads Activity report |
Matched requests The number of ads returned by an ad source in response to ad requests. Not all matched requests result in an impression. For bidding ad sources, matched requests is the number of times an ad source wins the bidding auction and the waterfall (if applicable), and returns an ad to the app. For waterfall ad sources, matched requests is the number of times an ad source is called in the mediation waterfall and returns an ad to the app. | Metric | Ads Activity report |
Show rate
The percentage of returned ads that were displayed in the app to the user. It's calculated by dividing impressions by matched requests:
For example, if the total number of Matched requests is 80, but your app only shows 60 of these, then the app’s Show rate will be 75%. | Metric | Ads Activity report |
Observed eCPM Observed eCPM will only be shown for optimized third-party ad networks. | Metric | User activity report Ads Activity report |
Requests The number of times your app or ad unit requests an ad. Requests are counted even if no ads are returned. If the request is sent to more than one ad source in the mediation waterfall, it’s only counted once. Note: AdMob reports requests differently based on the dimensions you select.
| Metric | Ads Activity report |
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. | Metric | User activity report Ads Activity report |
Overall ARPU
The average revenue per user (ARPU) from ad and purchase revenue. ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. It’s calculated by:
Note: To view IAP data for your Android apps, you must:
| Metric | User activity report |
Rewarded earnings / Rewarded users The estimated earnings from rewarded ads accrued for each rewarded user. | Metric | User activity report |
Imps / AU The average number of ads seen by an active user. This is sometimes known as ad density or ad load. It’s calculated by:
| Metric | User activity report Ads Activity report |
Imps / AV The average number of ads seen by an ad viewer. It’s calculated by:
| Metric | User activity report Ads Activity report |
Rewarded impressions / Rewarded users Number of rewarded ads shown to users on average for each rewarded user. It's calculated by dividing the total number of rewarded impressions by the number of rewarded users. | Metric | User activity report |
Imps / Sessions Number of rewarded ads shown to users on average during each session. It's calculated by dividing the total number of rewarded impressions by the number of sessions. | Metric | User activity report |
Rewarded events (%) The percentage of rewarded impressions that resulted in users receiving a reward. It’s calculated by:
| Metric | User activity report |
Rewarded events The number of times a reward is granted after viewing a rewarded ad. | Metric | User activity report |
Rewarded users The number of unique users who received a reward from viewing a rewarded ad. It's calculated by counting the number of users who finished viewing a rewarded ad. | Metric | User activity report |
Rewarded users (%) The percentage of users who received a reward from viewing a rewarded ad. It's calculated by dividing the number of rewarded users by the number of daily active users. | Metric | User activity report |
Bids in auction Note: Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types. | Metric | Bidding report Ads Activity report |
Bids in auction (%) It’s calculated by dividing bids in auction by bid requests. | Metric | Bidding report Ads Activity report |
Bid requests The number of requests made to a bidding ad source. Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.
| Metric | Bidding report Ads Activity report |
eCPM The estimated earnings accrued for every 1000 impressions an ad receives. It's calculated by dividing estimated earnings by the number of impressions received, then multiplying by 1000. | Metric | Bidding report |
Eligible requests To be eligible for bidding, the ad request must be sent to a mediation group that includes bidding ad sources, and those ad sources must be able to participate in the auction for the ad unit. This metric is deprecated and will be removed soon. Learn more about this change.
| Metric | Bidding report |
Winning bids Note: This metric for waterfall sources is always zero. If you removed the AdMob Network as a bidding source in mediation groups, this metric will be zero.
| Metric | Bidding report Ads Activity report |
Winning bids (%) It’s calculated by dividing winning bids by bids in auction. | Metric | Bidding report Ads Activity report |
Winning bids matched (%) It's calculated by dividing winning bids matched by winning bids. | Metric | Bidding report |
Ads earnings Your estimated earnings from ad revenue. This includes earnings from the AdMob Network, your bidding ad sources, and your estimated third-party revenue. | Metric | User activity report |
Ads ARPV The average revenue per viewer (ARPV) from ad revenue. It’s calculated by:
Note: Ad earnings is called "Estimated Earnings" in the Ads Activity report. | Metric | User activity report Ads Activity report |
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. | Metric | User activity report Ads Activity report |
Ad viewer rate
The percent of active users who have viewed ads. It’s calculated by:
| Metric | User activity report Ads Activity report |
Ads ARPU The average revenue per user (ARPU) from ad revenue. It’s calculated by:
ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. | Metric | User activity report Ads Activity report |
Ad type | Dimension | Ads Activity report |
Ad source View performance by ad source. Ad source measures mediation traffic, and it can include direct sales, custom events, house ads, or third-party ad networks. | Dimension | Bidding report Ads Activity report |
Ad source instance View performance across the unique instances of each ad source that appear in this report. May include instances of the AdMob Network, third-party ad networks, custom events, direct sold campaigns, and other ad sources. | Dimension | Ads Activity report |
Ad unit View performance for individual ad units. | Dimension | Ads Activity report Bidding report |
App | Dimension |
Bidding report Ads Activity report |
Country View performance broken down by the country of visitors that have viewed ads on your app. | Dimension | Bidding report Ads Activity report User activity report Cohort report |
Date View performance by date. | Dimension | User activity report Bidding report Ads Activity report |
Format View performance by ad format (e.g., Banner, Interstitial). | Dimension | Bidding report Ads Activity report |
Mediation group View performance by mediation group. | Dimension | Bidding report Ads Activity report |
Month View performance by month. | Dimension | Bidding report Ads Activity report |
Platform
View performance broken down by device platform.
| Dimension | Bidding report Ads Activity report |
Week View performance by week. | Dimension | Bidding report Ads Activity report |
Serving restriction
Some ad requests may fall into multiple categories in this list. In these cases, the ad request is sorted into the first applicable category according to the order shown here. Available for date ranges starting on or after March 13, 2021.
| Dimension | Bidding report Ads Activity report |
App version | Dimension | Bidding report Ads Activity report User activity report |
GMA SDK | Dimension | Ads Activity report |
Hour Note: Data for the most recent two hours may be incomplete. | Dimension | Ads Activity report |
Mediation A/B test | Dimension | Ads Activity report |
Operating system | Dimension | Ads Activity report |
Variant | Dimension | Ads Activity report |
Ad unit serving type View performance by the ad unit’s serving type:
| Dimension | Ads Activity report |
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