Reports glossary

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Below are all metrics, dimensions and filters available in AdMob reports, along with information about applicable report types. Filter the table with one or more keywords to find reporting terms.

Learn how to add metrics and dimensions to your report.

Term	Type	Available report type
Clicks The total number of times that users click ads shown in your app.	Metric	Bidding report Ads Activity report
Estimated earnings Your account balance for the time period selected. This amount is an estimate that's subject to change when your earnings are verified at the end of every month.	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 click-through rate (CTR) is the number of ad clicks divided by the number of individual ad impressions. It's calculated by dividing clicks by impressions: `(Clicks / Impressions) * 100%` 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: Matched requests / Requests	Metric	Ads Activity report
Matched requests The number of times that an ad was served in response to a request from your 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:	Metric	Ads Activity report
Observed eCPM A third-party ad network's estimated average eCPM calculated using historical revenue data. Observed eCPM will only be shown for optimised third-party ad networks.	Metric	User activity report Ads Activity report
Requests In the Mediation waterfall report table: The number of times that your app has requested an ad through AdMob Mediation. Each mediation request counted here may represent multiple requests sent to different ad networks. In the Mediation network report table: The number of requests that your app has made to each ad network.	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
Est. earnings/Active users (AU) Estimated earnings accrued during the selected date range for each active user, which includes users who have not viewed a rewarded ad. It's calculated by dividing the estimated earnings by number of active users:	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: `Impressions/Active users`	Metric	User activity report Ads Activity report
Imps/AV The average number of ads seen by an ad viewer. It’s calculated by: `Impressions/Ad viewers`	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
Impressions/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: `(Rewarded events/Rewarded impressions) x 100`	Metric	User activity report
Rewarded events The number of times that 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 The number of bids submitted by the ad source that participated in bidding auctions. 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 (%) The percentage of bids that participated in bidding auctions. 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.	Metric	Bidding report Ads Activity report
eCPM The estimated earnings accrued for every 1000 impressions that 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 The number of ad requests that are eligible for bidding. 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 The number of bids that won a bidding auction.	Metric	Bidding report Ads Activity report
Winning bids (%) The percentage of bids that won a bidding auction. It’s calculated by dividing winning bids by bids in auction.	Metric	Bidding report Ads Activity report
Winning bids matched (%) The percentage of winning bids that resulted in an ad being served to your app. 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: `Estimated earnings/Ad viewers` 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: `Ad viewers/Active users x 100%.`	Metric	User activity report Ads Activity report
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.	Metric	User activity report Ads Activity report
Ad type View performance by ad type (e.g. text, image).	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 appears 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 View performance by 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. Android iOS	Dimension	Bidding report Ads Activity report
Week View performance by week.	Dimension	Bidding report Ads Activity report
Serving restriction Use this dimension to compare personalised ads to non-personalised ads, and understand which restrictions lead to ads not being personalised: Limited ads: Traffic where limited ads were served, regardless of user location. Restricted data processing (RDP): Publisher chose to enable restricted data processing (for example, using AdMob’s blocking controls) for compliance with the California Consumer Privacy Act (CCPA). Non-personalised ads (NPA): Publisher chose to enable non-personalised ads (for example, using AdMob’s blocking controls) for compliance with Google’s EU User Consent Policy and GDPR. Also applies to ad requests subject to the LGPD. Basic ads: IAB TCF v2.0 basic ads were served. Personalization disabled: May occur when iOS users have opted in to Limited Ad Tracking or haven’t provided consent under the AppTrackingTransparency (ATT), and there's no other available user identifiers. May occur when Android users opt out of ad personalisation. Includes any other cases where personalisation wasn’t feasible. No restriction: Ads that are personalised using IDFA, Android Ad ID or other available user identifiers. 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 13 March 2021.	Dimension	Bidding report Ads Activity report
App version View performance by app version. App versions distinguish each of your app updates.	Dimension	Bidding report Ads Activity report User activity report
GMA SDK View performance by the Google Mobile Ads SDK version integrated into the app. Note: Currently, only the Google Mobile Ads SDK for iOS is supported.	Dimension	Ads Activity report
Hour View performance by hour. To use this dimension, select 'Yesterday' or 'Today so far' in the date range filter. Note: Data for the most recent two hours may be incomplete.	Dimension	Ads Activity report
Mediation A/B test View performance by mediation A/B test.	Dimension	Ads Activity report
Operating system View performance by the device operating system and version number.	Dimension	Ads Activity report
Variant View performance by mediation A/B test variant.	Dimension	Ads Activity report
Ad unit serving type View performance by the ad unit’s serving type: Standard: Ad units set up for waterfall mediation or bidding in an AdMob mediation group (includes demand from AdMob network and third-party sources). Standard ad units can also be for waterfall meditation on a third-party mediation platform (AdMob network demand only) or you can use them in AdMob without using mediation. Partner bidding: Ad units set up for bidding on a third-party mediation platform (Google demand only).	Dimension	Ads Activity report
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