Metrics in reports

The following is a list of metrics that are available in various reports in Display & Video 360.

When you create a report, you can some view metrics in up to three different currencies:

  • Choose Advertiser to view metrics in the currency specified in the advertiser's basic details.
  • Choose Partner to view metrics in the currency specified in the partner's details.
  • Chose USD to view metrics in United States dollars.

Formulas in metric descriptions are for informational purposes, and shouldn't be relied upon for manual calculations.

Select a category from the Narrow by … menu to view a specific category of metric.
MetricCategoryDescription
Audio Mutes (Audio)AudioThe number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the audio content plays. One mute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
Audio Unmutes (Audio)AudioThe number of times an audio clip has been unmuted. This is logged once per view, such that if a person mutes and un-mutes the audio multiple times, the subsequent unmutes aren't counted.
Companion Clicks (Audio)AudioThe number of clicks recorded for companion creatives for audio creatives.
Companion Views (Audio)AudioThe number of impressions recorded for companion creatives for audio creatives.
Complete Listens (Audio)AudioThe number of impressions for which an audio clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the audio, as long as the endpoint is played.
Completion Rate (Audio)AudioThe percentage of audio impressions that played to completion.
First-Quartile (Audio)AudioThe number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the audio content, no first quartile completion is logged.
Midpoint (Audio)AudioThe number of impressions for which an ad clip played to the midpoint of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the audio content, no midpoint is logged.
Third-Quartile (Audio)AudioThe number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the audio content, no third quartile completion is logged.
Pauses (Audio)AudioThe number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the audio content multiple times.
Starts (Audio)AudioThe number of served audio impressions, counted when the audio clip was played or started by the user. Autoplays are not counted as part of audio plays. Only one audio play is counted, even if the user stopped and restarted the audio content. This metric is also known as "audio starts."
Stops (Audio)AudioThe number of times the audio clip has been stopped.
Active View: % Audible ImpressionsActive ViewThe percentage of measurable impressions that were considered audible. Audible means the video's audio volume was greater than 0% at any point.
Active View: % Full-ScreenActive ViewThe percentage of impressions that were put in full-screen mode at any time during play.
Active View: % In BackgroundActive ViewThe percentage of impressions that were put in a background browser tab at any time during play.
Active View: % Measurable ImpressionsActive ViewThe percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions.

Accredited by the Media Rating Council.  Learn more
Active View: % of Completed Impressions Audible and VisibleActive ViewThe percentage of impressions that were played to, and considered audible and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Audible and Visible at Completion) / (Completions). Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Completed Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as (Impressions Visible at Completion) / (Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions Audible and VisibleActive ViewThe percentage of impressions that were played to, and considered audible and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Audible and Visible at First Quartile) / (First Quartile Completions). Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as (Impressions Visible at First Quartile) / (First Quartile Completions).Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions Audible and VisibleActive ViewThe percentage of impressions that were played to, and considered audible and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Audible and Visible at Midpoint) / (Midpoint Completions). Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as (Impressions Visible at Midpoint) / (Midpoint Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions Audible and VisibleActive ViewThe percentage of impressions that were played to, and considered audible and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Audible and Visible at Third Quartile) / (Third Quartile Completions). Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions VisibleActive ViewThe percentage of impressions that were played to, and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as (Impressions Visible at Third Quartile) / (Third Quartile Completions). Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time AudibleActive ViewThe percentage of ad play time that was considered audible. Audible means the video's audio volume was greater than 0%.
Active View: % Play Time Audible and VisibleActive ViewThe percentage of ad play time that was considered both audible and visible. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time VisibleActive ViewThe percentage of ad play time that was considered visible. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Viewable ImpressionsActive ViewThe percentage of viewable impressions out of all measurable impressions, calculated as (Viewable Impressions) / (Measurable Impressions). For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions.

Accredited by the Media Rating Council.  Learn more
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) ImpressionsActive ViewThe number of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Measurable ImpressionsActive ViewThe number of impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) RateActive ViewThe percentage of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) ImpressionsActive ViewThe number of non-skipped TrueView impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Measurable ImpressionsActive ViewThe number of non-skipped TrueView impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) RateActive ViewThe percentage of non-skipped Trueview impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Average Viewable Time (Seconds)Active View

The average time, in seconds, the ad appeared on screen. Only viewable impressions are counted toward this metric.

Average Viewable Time is capped (stops recording) as follows:

  • Display ads: at three minutes
  • Video ads: at the end of the video, or if the video is longer than 20 minutes, at five minutes per quartile

If the user scrolls away from the ad so that it is no longer considered viewable, the time on screen counter stops. If the user scrolls back to the ad so that it is considered viewable again, the counter resumes.

If the user switches to a different browser tab, time on screen stops recording. For video ads, the ad must be playing in addition to all of the above for time to be counted.

Example: A video ad that played for 10 seconds, was navigated away from, then returned to and played for another 10 seconds gives an average viewable time of 20 seconds.

Note: This metric is not available in Display & Video 360 for YouTube.

Active View Custom Viewability MetricsActive View

In Campaign Manager 360 navigate to Advertiser > Floodlight configuration > Active View custom viewability metric, or in Display & Video 360 navigate to Advertiser > Resources > Floodlight > Basic Details > Active View custom metric to create video viewability metrics available in reporting. Users of both who manage Floodlight in Campaign Manager 360 should enable there.

Set the following criteria to determine if impressions are counted (based on your metric):

  • Visible% - The percentage of the ad that must be on screen to count an impression.
  • Audible - If required, audio volume must be greater than 0% for your set time or quartile threshold, to count an impression.
  • Time threshold - The amount of time an ad must be visible (and audible, if required) to count an impression.
  • Quartile threshold - The quartile that must be reached to count an impression.

If both time and quartile thresholds are set, an impression will be counted when the first of either criteria is met.

 The following metrics appear in reporting:

  • Active View Custom Metric Viewable Impressions
  • Active View Custom Metric Measurable Impressions
  • Active View Custom Metric Viewable Rate
Active View: Eligible ImpressionsActive View
The total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type.
Accredited by the Media Rating Council.  Learn more
Active View: Impression Distribution (Not Measurable)Active ViewPercentage of eligible impressions where measurement was attempted, but failed.
Impression Distribution (not measurable) is calculated using the following formula: Not measurable impressions / Active View eligible impressions

Accredited by the Media Rating Council.  Learn more
Active View: Impression Distribution (Not Viewable)Active View Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed non-viewable. Impression distribution (not viewable) is calculated using the following formula: Not viewable impressions / Active View eligible impressions

Accredited by the Media Rating Council.  Learn more
Active View: Impression Distribution (Viewable)Active View Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed viewable. This metric differs from % Viewable Impressions, as it is the number of viewable impressions of ads where measurement is eligible, but not necessarily successful. This metric will be less than or equal to % Viewable Impressions, because the number of measurable impressions is always less than or equal to the total number of impressions. Impression distribution (viewable) is calculated using the following formula: Viewable impressions / Active View eligible impressions

Accredited by the Media Rating Council.  Learn more
Active View: Measurable ImpressionsActive ViewThe total number of impressions that were measurable with Active View. An ad is measurable when the Active View tag is able to capture viewability data about the impression and communicate that data to the Google Marketing Platform servers.

Accredited by the Media Rating Council.  Learn more
Active View: Not Measurable ImpressionsActive View The total number of impressions that were not measurable with Active View. An ad is not measurable when the Active View tag fails to capture viewability information about the impression. Even when an ad has Active View, some factors may prevent the tag from capturing data. For example, in certain instances when an ad tag is served through a cross-domain Iframe, its viewability may not be measurable.

Accredited by the Media Rating Council.  Learn more
Active View: Not Viewable ImpressionsActive View
Total number of impressions that were measured, but deemed not viewable.
  • Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.
    • Ads on connected TVs are considered viewable when they are served on a known connected TV device on a top publisher while the video is playing for at least 2 consecutive seconds.
Accredited by the Media Rating Council.  Learn more
Active View: Viewable ImpressionsActive View

The number of impressions on the site that were viewable out of all measurable impressions.

  • Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second.
  • Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds.

All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured.

Accredited by the Media Rating Council.  Learn more
Active View: % Visible at CompletionActive ViewThe percentage of measurable impressions that were played to, and visible at, the completion of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Ad PlayedActive ViewThe percentage of total ad duration that was played, regardless of if it was considered audible or visible.
Active View: % Audible and Visible at CompletionActive ViewThe percentage of not skipped measurable impressions that were audible and visible at the completion of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible 10 SecondsActive ViewThe percent of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Visible 10 SecondsActive ViewThe number of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at StartActive ViewThe percentage of measurable impressions that were considered visible at the start of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Audible and Visible at CompletionActive ViewThe number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: Audible Measurable ImpressionsActive View

The number of measurable impressions for audio ads that were considered audible when playback started.

Audible means the video's audio volume was greater than 0%.
Active View: Audible (Unmuted) for 2 sec Impressions Active View

The number of measurable impressions for audio ads that were considered audible and had two continuous seconds of playback.

Audible means the video's audio volume was greater than 0%.
Active View: First Quartile Audible ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and played to the end of the first quarter of the ad's entire length.

Audible means the video's audio volume was greater than 0%.
Active View: Midpoint Audible ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and played to the end of the ad's midpoint.

Audible means the video's audio volume was greater than 0%.
Active View: Third Quartile Audible ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and played to the end of the third quarter of its entire length.

Audible means the video's audio volume was greater than 0%.
Active View: Complete Audible ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and played to completion.

Audible means the video's audio volume was greater than 0%.
Active View: Ever Muted CountActive View

The number of times an audio or video ad was muted. 

Active View: Audible and Background ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and put in a background browser tab.

Audible means the video's audio volume was greater than 0%.
Active View: Audible (Unmuted) for 30 sec ImpressionsActive View

The number of impressions for audio or video ads that were considered audible and where the ad played for 30 seconds (or its full length, whichever is shorter).

Audible means the video's audio volume was greater than 0%.
Cookie Reach: Impression ReachAudienceThe number of unique cookies you've reached, per creative utilized in a given insertion order.
Potential ImpressionsAudienceThe number of impressions associated with users that appear in both an individual first-party audience list and an individual third-party audience list.
Unique Cookies with ImpressionsAudienceThe number of unique cookies, that have impressions, belonging to users that appear in both an individual first-party audience list and an individual third-party audience list.
Reach (Cookies)AudienceThe total number of all cookies that match your targeting.
Billable Cost (Advertiser Currency)Billing

Billable cost is the amount of money invoiced to partners for using Display & Video 360. Billable cost is calculated as the sum of media costs plus any "invoiced" partner costs (such as CPM fee 1, CPM fee 2, Media fee 1, Media fee 2), and is calculated differently based the configuration of each partner.

Platform Fee (Advertiser Currency)BillingThe fee for using Display & Video 360.
% Clicks Leading to ConversionsConversion performanceThe rate at which clicks led to conversions (based on the number of Post-Click Conversions), calculated as the product of PC Conversions / Clicks.
% Impressions Leading to ConversionsConversion performanceThe rate at which impressions led to conversions, calculated as the product of Conversions / Impressions × 100.
Conversions per 1000 ImpressionsConversion performanceThe number of conversions for every 1000 impressions purchased.
Audio Revenue eCPCL (Advertiser Currency)AudioThe average cost of each complete audio impression, based on the Revenue Spent, calculated as Revenue / Complete (Audio).
CM360 Post-Click RevenueFloodlight Sales metrics

The cost amount passed by a Floodlight Sales tag, after a post-click conversion.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting. Conversion revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency).

CM360 Post-View RevenueFloodlight Sales metrics

The cost amount passed by a Floodlight Sales tag, after a post-view conversion.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting. Conversion revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency).

Post-Click ConversionsConversion performance

The number of times a person has landed on a success page, after clicking on an ad.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

Post-View ConversionsConversion performance

The number of times a person has landed on a success page, after viewing an ad. Post-view conversions can also be thought of as "post-impression" conversions.

Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.

Revenue (Advertiser Currency)Conversion performanceRevenue refers to the amount of money spent to purchase impressions and deliver ads through Display & Video 360. Revenue is calculated based on the revenue model set for line items.
Revenue eCPA (Advertiser Currency)Conversion performanceThe average cost of each conversion, based on the Revenue spent, calculated as Revenue / Conversions.
Revenue eCPA (PC) (Advertiser Currency)Conversion performanceThe average cost of each post-click conversion, based on the Revenue spent, calculated as Revenue / Post-Click Conversions.
Revenue eCPA (PV) (Advertiser Currency)Conversion performanceThe average cost of each post-view conversion, based on the Revenue spent, calculated as Revenue / Post-View Conversions.
Revenue eCPC (Advertiser Currency)Conversion performanceThe average CPC you paid, based on Revenue, calculated as Revenue / Clicks.
Revenue eCPM (Advertiser Currency)Conversion performanceThe average CPM you paid for impressions, based on Revenue, calculated as the product of Revenue / Impressions × 1000.
Revenue Viewable eCPM (Advertiser Currency)Conversion performanceThe average CPM you paid for Viewable Impressions, based on Revenue, calculated as the product of Revenue / Viewable Impressions × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Total ConversionsConversion performanceThe aggregate total of all Post-View Conversions and Post-Click Conversions.
Client Cost eCPMConversion performanceThe average CPM you paid for impressions, based on Revenue, calculated as the product of Revenue / Impressions × 1000.This metric is the same as its corresponding revenue metric, but uses client cost terminology (cost instead of revenue).
CPM Fee 1 (Advertiser Currency)FeesLine item CPM Cost 1 × Impressions / 1000.
CPM Fee 2 (Advertiser Currency)FeesLine item CPM Cost 2 × Impressions / 1000.
Data Fees (Advertiser Currency)FeesThe fees for using third-party audience segment data, based on the third-party audience lists targeted by your line items.
Media Fee 1 (Advertiser Currency)FeesMedia Fee 1 % × Media Cost
Media Fee 2 (Advertiser Currency)FeesMedia Fee 2 % × Media Cost
Premium Fee (Advertiser Currency)FeesThe fees for any premium features used. CPM Fee 5 is reserved for premium fee usage.
Third-party Services FeeFees

The fee collected on behalf of a third-party service for using their service. The following fees may be included:

  • AdLingo Fee
  • Adloox Fee
  • Adloox Pre-Bid Fee
  • Adsafe Fee
  • AdXpose Fee
  • Agency Trading Desk Fee
  • Aggregate Knowledge Fee
  • comScore vCE in DoubleClick Fee
  • Data Management Platform Fee
  • DoubleVerify Fee
  • DoubleVerify Pre-Bid Fee
  • Evidon Fee
  • Integral Ad Science Pre-Bid Fee
  • Integral Ad Science Video Fee
  • Nielsen Digital Ad Ratings Fee
  • MOAT Video Fee
  • Premium Fee
  • ShopLocal Fee
  • Teracent Fee
  • Third-Party Ad Server Fee
  • TrustMetrics Fee
  • Vizu Fee
Media Fee 3 (Advertiser Currency)FeesMedia Fee 3 % × Media Cost
Media Fee 4 (Advertiser Currency)FeesMedia Fee 4 % × Media Cost
Media Fee 5 (Advertiser Currency)FeesMedia Fee 5 % × Media Cost
CPM Fee 3 (Advertiser Currency)FeesLine item CPM Cost 3 × Impressions / 1000.
CPM Fee 4 (Advertiser Currency)FeesLine item CPM Cost 4 × Impressions / 1000.
CPM Fee 5 (Advertiser Currency)FeesLine item CPM Cost 5× Impressions / 1000.
Regulatory Operating CostsFeesThe regulatory operating costs or DST fees for serving ads in specific countries.
Billable ImpressionsGeneralThe number of impressions that reached the intended or guaranteed audience. In a campaign with an audience guarantee, impressions that don't reach the agreed upon audience (as defined by Nielsen, comScore, vCE, or other 3rd party) won't be considered billable.  Depending on inventory type,  partial impressions may be reported.
ImpressionsGeneral

The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range.

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
 Depending on inventory type,  partial impressions may be reported.
ClicksGeneralThe number of times a person has clicked on an ad.

Accredited by the Media Rating Council.  Learn more
Click Rate (CTR)GeneralThe percentage of time people clicked on an ad, calculated as the product of Clicks / Impressions × 100. This is sometimes called "clickthrough rate."

Accredited by the Media Rating Council.  Learn more
Tracked AdsGeneral This number is identical to impressions. It represents:

The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range.

Considerations

  • If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
Begin to Render ImpressionsGeneral
The number of impressions where the image assets were downloaded (for display), or the video assets were buffered (for video), and have started to appear on screen.
Accredited by the Media Rating Council.  Learn more
Begin to Render Eligible ImpressionsGeneral
The number of impressions that were eligible for begin to render measurement.
Provisional ImpressionsGeneralFor OMID enabled mobile app display inventory, Impressions will soon only be counted when at least 1 pixel of the creative is on screen. Provisional Impressions can be compared with the existing Impressions metric to see the impact of this change.
Vendor Blocked AdsGeneral

The number of ads blocked by your third-party provider based on Campaign Manager 360’s automated third-party verification. Use this metric with the Impressions metric to see a complete view of total impression attempts, impressions served, and impressions blocked.

Percentage from Current IO GoalGeneralThe percentage of the insertion order goal that has been achieved.
Impressions (Co-viewed)General
The number of exposures to your ad, either to an individual or among multiple people watching together on connected TV devices (also known as co-viewers). This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
Publisher ImpressionsGeneral
The number of served impressions multiplied by a publisher impression multiplier. The impression multiplier is the publisher’s estimated number of viewers per digital out-of-home ad.
Publisher CPMGeneral
The cost per thousand publisher impressions.
General Invalid Traffic (GIVT) ClicksInvalid traffic
The number of invalid clicks that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) ImpressionsInvalid trafficThe number of invalid impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid ClicksInvalid trafficThe number of clicks that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).

Accredited by the Media Rating Council.  Learn more
Invalid ImpressionsInvalid trafficThe number of impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Invalid Active View Eligible ImpressionsInvalid Traffic
The number of impressions that were eligible to measure viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council.  Learn more
Invalid Active View Measurable ImpressionsInvalid Traffic
The number of impressions that were measurable for viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council.  Learn more
Invalid Active View Viewable ImpressionsInvalid Traffic
The number of impressions that were considered viewable by Active View, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Eligible ImpressionsInvalid Traffic
The number of impressions that were eligible to measure viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Measurable ImpressionsInvalid Traffic
The number of impressions that were measurable for viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Active View Viewable ImpressionsInvalid Traffic
The number of impressions that were considered viewable by Active View, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering.
Accredited by the Media Rating Council.  Learn more
Invalid Tracked AdsInvalid Traffic
The number of tracked ads that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
General Invalid Traffic (GIVT) Tracked AdsInvalid Traffic
The number of invalid tracked ads that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid Begin to Render ImpressionsInvalid Traffic
The number of begin to render impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council.  Learn more
General Invalid Traffic (GIVT) Begin to Render ImpressionsInvalid Traffic
The number of invalid begin to render impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Accredited by the Media Rating Council.  Learn more
% Invalid Impressions (Pre-bid)Invalid trafficThe estimated percentage of impressions that were filtered out pre-bid as invalid traffic.
TrueView: General Invalid Traffic (GIVT) ViewsInvalid Traffic
The number of views that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Accredited by the Media Rating Council.  Learn more
TrueView: Invalid ViewsInvalid Traffic
The number of views that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Accredited by the Media Rating Council.  Learn more
Inactive ImpressionsInvalid TrafficThe number of impressions served to a connected TV at the end of a prolonged session.
Accredited by the Media Rating Council.  Learn more
Audio Media Cost eCPCL (Advertiser Currency)AudioThe average cost of each complete audio impression, based on the Media Cost spent, calculated as Media Cost / Complete (Audio).
Media Cost (Advertiser Currency)Media costMedia cost is the raw cost for impressions purchased from an exchange.
Media Cost eCPA (Advertiser Currency)Media costThe average cost of each conversion, based on the Media Cost paid, calculated as the product of Media Cost / Conversions.
Media Cost eCPA (PC) (Advertiser Currency)Media costThe average cost of each post-click conversion, based on the Media Cost spent, calculated as the product of Media Cost / Post-Click Conversions.
Media Cost eCPA (PV) (Advertiser Currency)Media costThe average cost of each post-view conversion, based on the Media Cost spent, calculated as the product of Media Cost / Post-View Conversions.
Media Cost eCPC (Advertiser Currency)Media costThe average CPC you paid, based on the Media Cost spent, calculated as the product of Media Cost / Clicks.
Media Cost eCPM (Advertiser Currency)Media costThe average CPM you paid for impressions, based on the Media Cost spent, calculated as the product of Media Cost / Impressions × 1000.
Media Cost Viewable eCPM (Advertiser Currency)Media costThe average CPM you paid for Viewable Impressions, based on the Media Cost spent, calculated as the product of Media Cost / Viewable Impressions × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Total Audio Media Cost eCPCL (Advertiser Currency)AudioThe average cost of each completed audio impression, based on the Total Media Cost spent, calculated as Total Media Cost / Complete (Audio).
Total Media Cost (Advertiser Currency)Media costThe total media cost is the combined price of buying impressions (media cost), combined with the fees for using any third-party audience segment data (data fees) and any partner costs, such as the fees for using Display & Video 360, a third-party ad server, or a third-party ad serving verification service.
Total Media Cost eCPA (Advertiser Currency)Media costThe average cost of each conversion, based on the Total Media Cost paid, calculated as the product of Total Media Cost / Conversions.
Total Media Cost eCPA (PC) (Advertiser Currency)Media costThe average cost of each post-click conversion, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Post-Click Conversions.
Total Media Cost eCPA (PV) (Advertiser Currency)Media costThe average cost of each post-view conversion, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Post-View Conversions.
Total Media Cost eCPC (Advertiser Currency)Media costThe average CPC you paid, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Clicks.
Total Media Cost eCPM (Advertiser Currency)Media costThe average CPM you paid for impressions, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Impressions × 1000.
Total Media Cost Viewable eCPM (Advertiser Currency)Media costThe average CPM you paid for Viewable Impressions, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Viewable Impressions × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Floodlight ImpressionsFloodlight Report (Offline reporting only)The number of times a Floodlight activity tag has been served to and loaded by browsers.
Cookie Consented Floodlight ImpressionsFloodlight Report (Offline reporting only)
The number of Floodlight impressions where the the user consented to cookies.
Cookie Unconsented Floodlight ImpressionsFloodlight Report (Offline reporting only)
The number of Floodlight impressions where the the user didn't consent to cookies.
Duplicate Consented Floodlight ImpressionsFloodlight Report (Offline reporting only)
The number of times where a user changed consent state during the same page view and therefore a duplicate consented Floodlight impression was counted. For example, there might have been 100 total floodlight impressions, where 60 were consented, 50 were unconsented, and 10 were duplicate consented. This means that 10 of the 100 impressions moved from unconsented to consented in the same page view.
Profit (Advertiser Currency)Profit

This is the difference between how much you charged and your costs for running a campaign, calculated as the difference of Revenue - Total Media Cost. Also see revenue models.

Profit eCPM (Advertiser Currency)ProfitThe average CPM you paid for impressions, based on the Profit earned, calculated as the product of Profit / Impressions × 1000.
Profit MarginProfitYour ratio of profitability, calculated as the product of Profit / Revenue. Higher numbers correspond to higher profitability.
Profit Viewable eCPMProfitThe average CPM you paid for Viewable Impressions, based on the Profit earned, calculated as the product of Profit / Viewable Impressions × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Refund Billable Cost (Advertiser Currency)RefundThe amount of money refunded, calculated as the sum of Refund Media Cost and Refund Platform fee.
Refund Media Cost (Advertiser Currency)RefundThe amount of Media Cost refunded to your partner.
Refund Platform Fee (Advertiser Currency)RefundThe amount of Platform Fee refunded to your partner.
Average Display TimeRich MediaThe average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted.
Average Interaction TimeRich Media

The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. Similarly, if the mouse stops moving for more than a second, Reporting stops counting additional interaction time. When the mouse then begins moving again, if the cursor stays over the creative for more than a second, additional interaction time will be counted. The time is cumulative; only one interaction is counted per impression.

Once the creative has been displayed for more than 20 minutes, no further interaction time is counted.

For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), interaction time is counted for the external element only. For Rich Media expanding creatives, interaction time is counted even when the creative is not expanded. For Floating with reminder creatives, the interaction time is only counted for the floating element.

The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
Backup ImageRich Media

The total number of times that a backup image was served in place of an HTML5 asset during the specified date range.

Some common reasons a backup image is served:

  • The user is using an unsupported browser or operating system

  • The user's browser doesn't support an HTML5 feature needed for the creative

ExpansionsRich Media

The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression.

For third-parties to measure expansions in real-time, you can manually add the dc_expa= parameter to your placement tags. The parameter value is an encoded URL from a publisher that will receive a postback when the creative is expanded.

Interactive ImpressionsRich Media

The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user:

  • Clicks an exit link

  • Makes the ad display in full-screen mode

  • Mouses over the ad for at least 1 continuous second

  • Expands the ad.

Rich Media EngagementsRich Media

The number of times that users engaged with an interactive element in a rich media creative.

Average Impression Frequency per UserYouTube reach
The average number of times a unique user is shown your ad over a given period of time. This metric is available at the line-item level only.
Card ClicksYouTube interactionsThe number of clicks on any cards that serve alongside your YouTube ad, such as shopping cards. These clicks lead to a landing page outside of the video.
Clicks (YouTube)YouTube interactionsThe number of clicks on the ad text of your YouTube ad. These clicks lead to a landing page outside of the video.
ConversionsYouTube conversion performance

The number of times users converted based on a 30-day conversion window. View-through conversions are not included in the conversions or total conversions metrics. You can use the separate View-through conversions metric to see this data.

This count is likely to be higher than the conversions for other types of line items in Display & Video 360 because with YouTube & partners buys, a "conversion" is counted each time a user converts, rather than just once per user per line item. For instance, if a user viewed your ad once and then made 3 purchases, 3 Conversions would be counted.

For YouTube video action campaigns, engagements that convert are also included using a 3-day conversion window.

Cost / ConversionYouTube conversion performanceThe average cost of each conversion.
Cost Per Store VisitYouTube conversion performance
The average cost of a store visit to your business, calculated as Cost / Store Visit Conversions. The cost only includes interactions with ads that could lead to store visits.
Earned LikesYouTube interactions
The number of users who have "liked" the video in your YouTube ad.

Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more 

Earned Playlist AdditionsYouTube interactions
The number of times users add the video in your YouTube ad to a playlist.

Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more 

Earned SubscribersYouTube interactions
The number of users that have subscribed to your channel after seeing an ad. This type of earned action provides unique value because the content from the YouTube channels the users have subscribed to and the channel avatars themselves may be viewed on the YouTube home page.

Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more 

Earned SharesYouTube interactions
The number of times users have shared the video in your YouTube ad.

Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more 

Earned ViewsYouTube delivery
The number of times a YouTube viewer watches subsequent videos on your YouTube channel or Watch pages after seeing your ads. This type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel.

Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more 

Engagement RateYouTube interactionsThe number of engagements that your ad receives (for example, clicks on card teasers and icons) divided by the number of times your ad is shown, calculated as Engagements / Impressions.
EngagementsYouTube interactions
  • For YouTube video action campaigns: The number of clicks on the ad or 10 seconds of viewing time. If both happen, only the click is counted.  
  • For all other YouTube ads: The number of clicks on interactive video elements, such as teasers or expanding cards, that don't take users to an external site.
Impression ShareYouTube competitiveThe impressions you’ve received divided by the estimated number of impressions you were eligible to receive. This is also known as your "win rate".
Lost Impression Share (Budget) competitiveThe percentage of time your ads weren't shown due to insufficient budget.
Lost Impression Share (Rank)YouTube competitiveThe percentage of time your ads weren't shown due to poor Ad Rank in the auction.
Revenue eCPEYouTube interactionsFor YouTube ads, the average cost you paid for engagements, based on Revenue, calculated as Revenue / Engagements.
Revenue eCPV (Advertiser Currency)YouTube deliveryFor YouTube ads, the average cost you paid for views, based on Revenue, calculated as Revenue / Views.
Store Visit ConversionsYouTube conversion performance
  • For TrueView in-stream ads: The number of times people visited your physical store within 30 days of either clicking on your ad or viewing your ad (based on TrueView: Views).
  • For bumper ads: The number of times people visited your physical store within 30 days of either clicking on your ad or being exposed to your ad (based on impressions).
Total Conversion ValueYouTube conversion performanceThe value of all conversions that have occurred, based on the default of $1 per conversion.
Total UsersYouTube reach
The total number of users who saw your ad over a given time period. This metric uses cross-device statistical models to measure the total reach of an ad by adjusting for cases when users may see the same ad on different devices or when multiple people share one device. This metric is available at the line-item level only. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. Only viewers matching all campaign targeting will be measured, including affinity audiences.
TrueView: View RateYouTube deliveryThe percentage of time your ad is viewed, relative to the total number of times your ad is shown (video and thumbnail impressions).
TrueView: ViewsYouTube delivery

The number of times your ad has been viewed. For skippable in-stream ads running on YouTube, paid advertising views will be counted as public views on the video when one of the following happens: someone watches a complete ad that’s 11-30 seconds long, someone watches at least 30 seconds of an ad that’s more than 30 seconds long, or someone interacts with the ad.

For in-feed video ads, this is the number of times viewers choose to watch your ad by clicking a thumbnail.


Accredited by the Media Rating Council.  Learn more

This is not a viewability metric.

View Conversion RateYouTube conversion performanceHow often, on average, a  view leads to a conversion. It's Conversions / TrueView: Views.
View through ConversionsYouTube conversion performanceThe number of conversions that occur before a TrueView: View is counted. View-through conversions tell you when an impression of your ad leads to a conversion on your site. The last impression will get credit for the view-through conversion.
Average Watch Time per Impression deliveryThe average number of seconds someone watched your TrueView in-stream or bumper ad per impression of the ad. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
Watch TimeYouTube deliveryThe total amount of time users spend watching your TrueView in-stream or bumper ad over a given period of time, reported in seconds. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
View-through Store VisitsYouTube conversion performance
The number of visits to your physical stores after users see but don't interact with your ad.
Verifiable ImpressionsVerification

The number of impressions recorded by Verification in Campaign Manager 360. Ads must be supported for Verification to record impressions.  

Audio Mutes (Video)VideoThe number of times a video has been muted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent mutes aren't counted.
Complete Views (Video)VideoThe number of times a video has been played to its end.
Completion Rate (Video)VideoThe percentage of video impressions that played to completion.
First-Quartile Views (Video)VideoThe number of times a video has been played to 25% of its entire length.
Fullscreens (Video)VideoThe number of times a video has been viewed in full screen mode.
Midpoint Views (Video)VideoThe number of times a video has been played to 50% of its entire length.
Starts (Video)VideoThe number of times a video has been played. This is logged once per view, such that if a person stops playing video and then restarts it, the restart isn't counted.
Pauses (Video)VideoThe number of times a video has been paused. This is logged once per view, such that if a person pauses a video multiple times, the subsequent pauses aren't counted.
Skips (Video)VideoThe number of times a video has been skipped.
Third-Quartile Views (Video)VideoThe number of times a video has been played to 75% of its entire length.
Total Video Media Cost eCPCV (Advertiser Currency)Video

The average cost of each complete video view, based on the Total Media Cost spent, calculated as the product of Total Media Cost / Complete Views (Video).

Video Media Cost eCPCV (Advertiser Currency)Video

The average cost of each complete video view, based on the Media Cost spent, calculated as the product of Media Cost / Complete Views (Video).

Video Revenue eCPCV (Advertiser Currency)VideoThe average cost of each complete video view, based on the Revenue spent, calculated as the product of Revenue / Complete Views (Video).
Audio Unmutes (Video)VideoThe number of times a video has been unmuted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent unmutes aren't counted.
Companion Clicks (Video)In-stream Video

The number of clicks recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

Companion Views In-stream Video

The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.

Unique Reach: Impression ReachUnique ReachThe estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Click ReachUnique ReachThe estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Total ReachUnique ReachThe estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Impression FrequencyUnique ReachThe average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Viewable Impression ReachUnique ReachThe estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Viewable Impression FrequencyUnique ReachThe average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Incremental Click ReachReach

For each time increment within a report — day, week or month — the estimated number of additional new users who clicked on an ad, and who didn't click on an ad during any previous increment. The total for all increments is the click reach for the full reporting period.

For example, if your report is broken down by day, incremental click reach will show how many unique users clicked on Day 1, how many additional users clicked on Day 2, and so on. Users are only counted once and attributed to a particular day. The total for all increments is the click reach for the full reporting period.

Unique Reach: Incremental Impression ReachReach

For each time increment within a report — day, week or month — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period.

For example, if your report is broken down by day incremental impression reach will show how many unique users were served an ad during Day 1, how many additional users were served an ad during Day 2, and so on. Users are only counted once and attributed to a particular day.

Unique Reach: Incremental Total ReachReach

For each time increment within a report — day, week or month  — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period.

For example, if your report is broken down by week, incremental total reach will show how many unique users saw or clicked during Week 1, how many additional users saw or clicked during Week 2, and so on. Users are only counted once and attributed to a particular week.

For the first time increment in a report, the incremental reach will equal the total reach. This is expected, because there are no prior time increments with data to use as a basis for comparison.
Unique Reach: Incremental Viewable Impression ReachReach

For each time increment within a report — day, week or month — the estimated number of additional new users who were served a viewable ad, and who weren't served a viewable ad during any previous increment. The total for all increments is the viewable impression reach for the full reporting period.

For example, if your report is broken down by day, incremental viewable impression reach will show how many unique users were served a viewable ad during Day 1, how many additional users were served a viewable ad during Day 2, and so on. Users are only counted once and attributed to a particular day.

Unique Reach: Impression Reach (Co-viewed)Unique ReachThe estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Total Reach (Co-viewed)Unique ReachThe estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Impression Frequency (Co-viewed)Unique ReachThe average frequency at which an ad is seen by unique users (across devices) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Viewable Impression Reach (Co-viewed)Unique ReachThe estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Viewable Impression Frequency (Co-viewed)Unique ReachThe average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Incremental Impression Reach (Co-viewed)Reach

For each time increment within a report — hour, day, week, month, or year — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period.

For example, if your report is broken down by hour, incremental impression reach will show how many unique users were served an ad during Hour 1, how many additional users were served an ad during Hour 2, and so on. Users are only counted once and attributed to a particular hour. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.


 
Unique Reach: Added Impression Reach from Frequency CapReach

The number of additional users reached by the campaign due to frequency capping.

Unique Reach: Click Reach (pivoted)Unique ReachThe estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Impression Reach (pivoted)Unique ReachThe estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Total Reach (pivoted)Unique ReachThe estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Total Reach (Co-viewed) (pivoted)Unique ReachThe estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Viewable Impression Reach (pivoted)Unique ReachThe estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Impression Reach (Co-viewed) (pivoted)Unique Reach The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
% Composition ImpressionsUnique Reach Audience
The percentage of total unique audience impressions made up by the demographic.
% Composition ReachUnique Reach Audience
The percentage of total unique reach made up by the demographic.
PopulationUnique Reach Audience

The total number of users in a given population that belong to a given demographic. 

% Population ReachUnique Reach Audience

The percentage of Population (see population metric) that was reached.

Target Rating PointsUnique Reach Audience
The population reached in a specific target demographic or that matched your specific target audience.
% Viewable Population ReachUnique Reach Audience
The percentage of Population (see population metric) that was reached with a viewable ad.
Viewable Target Rating Points Unique Reach Audience
The population reached with a viewable ad, in a specific target demographic, or that matched your specific target audience.
% Viewable Composition ImpressionsUnique Reach Audience
The percentage of total unique audience viewable impressions made up by the demographic.
% Viewable Composition Reach Unique Reach Audience
The percentage of total unique reach made up by the demographic, and that was considered viewable.
% Composition Impressions (Co-viewed)Unique Reach Audience
The percentage of total unique audience impressions made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% Composition Reach (Co-viewed)Unique Reach Audience
The percentage of total unique reach made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
Target Rating Points (Co-viewed)Unique Reach Audience
The population reached in a specific target demographic or that matched your specific target audience. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% Population Reach (Co-Viewed)Unique Reach Audience
The percentage of Population (see population metric) that was reached. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% impressions with positive custom valueCustom Impression Value

The percentage of impressions with a positive custom value calculated as: (Impressions with positive custom value) / (Impressions with custom value)

Impressions with custom valueCustom Impression Value
The number of impressions with an assigned impression value, based on your custom script.
Impressions with positive custom valueCustom Impression Value
The number of impressions with an assigned impression value greater than zero, based on your custom script.
Total custom impression valueCustom Impression Value
The sum of the custom impression value.
Estimated total cost for impressions with custom value (Advertiser Currency)Custom Impression Value
The total cost for impressions with a custom value in the given currency.
Estimated CPM for impressions with custom value (Advertiser Currency)Custom Impression Value
The estimated total cost per 1000 impressions (in the given currency) for impressions with a custom value.
Custom impression value / costCustom Impression Value
The custom impression value over cost calculated as: (Total custom impression value) / (Estimated total cost)
Custom value per 1000 ImpressionsCustom Impression Value
The custom value per 1000 impressions calculated as: (Total custom impression value) * 1000 / (Count of impressions with custom value)
Programmatic Guaranteed Impressions Passed Due To FrequencyProgrammatic Guaranteed Savings
The total number of impressions passed for the Programmatic Guaranteed deal due to campaign frequency capping.
Programmatic Guaranteed savings re-invested due to frequency (Advertiser Currency)Programmatic Guaranteed Savings
The media cost savings (in the advertiser’s currency) for the Programmatic Guaranteed deal due to campaign frequency capping. This is calculated by multiplying the impressions saved by the rate.
Programmatic Guaranteed Bid Requests passed due to FrequencyProgrammatic Guaranteed Savings
The total number of bid requests passed for the Programmatic Guaranteed deal due to campaign frequency capping.
Programmatic Guaranteed Added Unique Reach: Impressions Due To FrequencyProgrammatic Guaranteed Savings

The estimated number of additional users reached by a Programmatic Guaranteed deal due to campaign frequency capping.

Data for this metric may be delayed for up to 2 days, which causes some date ranges to show limited data (for example, last 7 days).

Programmatic Guaranteed Added Impression Reach Due to FrequencyProgrammatic Guaranteed Savings
The estimated added impressions reach for the Programmatic Guaranteed deal due to campaign frequency capping.
Available RequestsWin Loss

The number of bid requests received before targeting was taken into consideration.

Data for this metric may be delayed for up to 5 days, which causes some date ranges to show limited data (for example, last 7 days).

Targeted ImpressionsWin Loss
Number of bid requests that contain the deal ID. Note that this does not reflect line items targeting the deal ID – a bid is counted only when a line item actually bids on the deal ID. As such, this metric can show inventory sources that were not targeted.  Pair the Rejection Reason dimension with the Targeted Impressions metric to show the number of targeted impressions lost for a given reason.
Bid ResponsesWin Loss
The number of bid responses made to eligible bid requests. This may be lower than targeted impressions because of budget or pacing constraints.
Win RateWin Loss
The percentage of total impressions won calculated as: impressions won / bid responses.
Unique Reach: Duplicate Click ReachUnique Reach OverlapUnique reach clicks with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Click Reach PercentUnique Reach OverlapPercent of unique reach clicks with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Cross Media Impression Reach (Co-viewed)Unique Reach OverlapThe reach that is shared between the Campaign Manager 360 campaign and the TV campaign. With the “site” dimension filter, it indicates the reach shared with the Campaign Manager 360 site vs. linear TV and all other Campaign Manager 360 sites. Without the “site” dimension, it indicates the reach shared with the Campaign Manager 360 campaign vs. linear TV.
Unique Reach: Duplicate Impression ReachUnique Reach OverlapUnique reach impressions with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Impression Reach PercentUnique Reach OverlapPercent of unique reach impressions with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Total ReachUnique Reach OverlapTotal unique reach with a given dimension that was NOT exclusive.
Unique Reach: Duplicate Total Reach PercentUnique Reach OverlapPercent of total unique reach with a given dimension that was NOT exclusive.
Unique Reach: Exclusive Click ReachUnique Reach OverlapUnique reach clicks with a given dimension that were exclusive.
Unique Reach: Exclusive Click Reach PercentUnique Reach OverlapPercent of unique reach clicks with a given dimension that were exclusive.
Unique Reach: Exclusive Cross Media Impression Reach (Co-viewed)Unique Reach Overlap

The reach that is exclusive to the Campaign Manager 360 campaign in comparison to everything else. With the “site” dimension filter, it indicates the reach unique to the Campaign Manager 360 site vs. linear TV and all other Campaign Manager 360 sites. Without the “site” dimension, it indicates the reach that is unique to the Campaign Manager 360 campaign vs. linear TV.

Unique Reach: Exclusive Impression ReachUnique Reach OverlapUnique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Impression Reach PercentUnique Reach OverlapPercent of unique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Total ReachUnique Reach OverlapTotal unique reach with a given dimension that was exclusive.
Unique Reach: Exclusive Total Reach PercentUnique Reach OverlapPercent of total unique reach with a given dimension that was exclusive.
Unique Reach: Overlap Click ReachUnique Reach OverlapThe number of unique clicks that overlap across a given pair of dimensions.
Unique Reach: Overlap Click Reach PercentUnique Reach OverlapThe percent of unique clicks that overlap across a given pair of dimensions.
Unique Reach: Overlap Impression ReachUnique Reach OverlapThe number of unique impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Impression Reach PercentUnique Reach OverlapThe percent of unique impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Viewable Impression ReachUnique Reach OverlapThe number of unique viewable impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Viewable Impression Reach PercentUnique Reach OverlapThe percent of unique viewable impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Total ReachUnique Reach OverlapThe total reach that overlaps across a given pair of dimensions.
Unique Reach: Overlap Total Reach PercentUnique Reach OverlapThe percent of total reach that overlaps across a given pair of dimensions.
Unique Reach: Duplicate Viewable Impression ReachUnique Reach OverlapViewable unique reach impressions with a given dimension that were not exclusive.
Unique Reach: Duplicate Viewable Impression Reach PercentUnique Reach OverlapPercent of viewable unique reach impressions with a given dimension that were not exclusive.
Unique Reach: Exclusive Viewable Impression ReachUnique Reach OverlapViewable unique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Viewable Impression ReachUnique Reach OverlapPercent of viewable unique reach impressions with a given dimension that were exclusive.
Unique Reach: Overlap Click Reach (pivoted)Unique Reach OverlapThe number of unique clicks that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Click Reach Percent (pivoted)Unique Reach OverlapThe percent of unique clicks that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Impression Reach (pivoted)Unique Reach OverlapThe number of unique impressions that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Impression Reach Percent (pivoted)Unique Reach OverlapThe percent of unique impressions that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Total Reach (pivoted)Unique Reach OverlapThe total reach that overlaps across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Total Reach Percent (pivoted)Unique Reach OverlapThe percent of total reach that overlaps across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Viewable Impression Reach (pivoted)Unique Reach OverlapThe number of unique viewable impressions that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Viewable Impression Reach Percent (pivoted)Unique Reach OverlapThe percent of unique viewable impressions that overlap across a given pair of dimensions.
For reports with pivoted metrics, dimensions are rearranged from rows to columns.
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