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.
Metric | Category | Description |
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Audio Mutes (Audio) | Audio | The 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) | Audio | The 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) | Audio | The number of clicks recorded for companion creatives for audio creatives. |
Companion Views (Audio) | Audio | The number of impressions recorded for companion creatives for audio creatives. |
Complete Listens (Audio) | Audio | The 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) | Audio | The percentage of audio impressions that played to completion. |
First-Quartile (Audio) | Audio | The 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) | Audio | The 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) | Audio | The 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) | Audio | The 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) | Audio | The 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) | Audio | The number of times the audio clip has been stopped. |
Active View: % Audible Impressions | Active View | The 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-Screen | Active View | The percentage of impressions that were put in full-screen mode at any time during play. |
Active View: % In Background | Active View | The percentage of impressions that were put in a background browser tab at any time during play. |
Active View: % Measurable Impressions | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Audible | Active View | The 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 Visible | Active View | The 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 Visible | Active View | The 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 Impressions | Active View | The 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) Impressions | Active View | The 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 Impressions | Active View | The 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) Rate | Active View | The 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) Impressions | Active View | The 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 Impressions | Active View | The 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) Rate | Active View | The 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:
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 Metrics | Active 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):
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:
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Active View: Eligible Impressions | Active 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 View | Percentage 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 Impressions | Active View | The 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 Impressions | Active 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 Impressions | Active View |
Total number of impressions that were measured, but deemed not viewable.
Accredited by the Media Rating Council. Learn more
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Active View: Viewable Impressions | Active View |
The number of impressions on the site that were viewable out of all measurable impressions.
All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured. |
Active View: % Visible at Completion | Active View | The 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 Played | Active View | The percentage of total ad duration that was played, regardless of if it was considered audible or visible. |
Active View: % Audible and Visible at Completion | Active View | The 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 Seconds | Active View | The 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 Seconds | Active View | The 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 Start | Active View | The 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 Completion | Active View | The 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 Impressions | Active View |
The number of measurable impressions for audio ads that were considered audible when playback started. |
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. |
Active View: First Quartile Audible Impressions | Active 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. |
Active View: Midpoint Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to the end of the ad's midpoint. |
Active View: Third Quartile Audible Impressions | Active 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. |
Active View: Complete Audible Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and played to completion. |
Active View: Ever Muted Count | Active View |
The number of times an audio or video ad was muted. |
Active View: Audible and Background Impressions | Active View |
The number of impressions for audio or video ads that were considered audible and put in a background browser tab. |
Active View: Audible (Unmuted) for 30 sec Impressions | Active 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). |
Cookie Reach: Impression Reach | Audience | The number of unique cookies you've reached, per creative utilized in a given insertion order. |
Potential Impressions | Audience | The 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 Impressions | Audience | The 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) | Audience | The 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) | Billing | The fee for using Display & Video 360. |
% Clicks Leading to Conversions | Conversion performance | The 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 Conversions | Conversion performance | The rate at which impressions led to conversions, calculated as the product of Conversions / Impressions × 100. |
Conversions per 1000 Impressions | Conversion performance | The number of conversions for every 1000 impressions purchased. |
Audio Revenue eCPCL (Advertiser Currency) | Audio | The average cost of each complete audio impression, based on the Revenue Spent, calculated as Revenue / Complete (Audio) . |
CM360 Post-Click Revenue | Floodlight Sales metrics |
The 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 Revenue | Floodlight Sales metrics |
The 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 Conversions | Conversion 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 Conversions | Conversion 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 performance | Revenue 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 performance | The average cost of each conversion, based on the Revenue spent, calculated as Revenue / Conversions . |
Revenue eCPA (PC) (Advertiser Currency) | Conversion performance | The average cost of each post-click conversion, based on the Revenue spent, calculated as Revenue / Post-Click Conversions . |
Revenue eCPA (PV) (Advertiser Currency) | Conversion performance | The average cost of each post-view conversion, based on the Revenue spent, calculated as Revenue / Post-View Conversions . |
Revenue eCPC (Advertiser Currency) | Conversion performance | The average CPC you paid, based on Revenue, calculated as Revenue / Clicks . |
Revenue eCPM (Advertiser Currency) | Conversion performance | The average CPM you paid for impressions, based on Revenue, calculated as the product of Revenue / Impressions × 1000. |
Revenue Viewable eCPM (Advertiser Currency) | Conversion performance | The 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 Conversions | Conversion performance | The aggregate total of all Post-View Conversions and Post-Click Conversions . |
Client Cost eCPM | Conversion performance | The 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) | Fees | Line item CPM Cost 1 × Impressions / 1000. |
CPM Fee 2 (Advertiser Currency) | Fees | Line item CPM Cost 2 × Impressions / 1000. |
Data Fees (Advertiser Currency) | Fees | The 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) | Fees | Media Fee 1 % × Media Cost |
Media Fee 2 (Advertiser Currency) | Fees | Media Fee 2 % × Media Cost |
Premium Fee (Advertiser Currency) | Fees | The fees for any premium features used. CPM Fee 5 is reserved for premium fee usage. |
Third-party Services Fee | Fees |
The fee collected on behalf of a third-party service for using their service. The following fees may be included:
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Media Fee 3 (Advertiser Currency) | Fees | Media Fee 3 % × Media Cost |
Media Fee 4 (Advertiser Currency) | Fees | Media Fee 4 % × Media Cost |
Media Fee 5 (Advertiser Currency) | Fees | Media Fee 5 % × Media Cost |
CPM Fee 3 (Advertiser Currency) | Fees | Line item CPM Cost 3 × Impressions / 1000. |
CPM Fee 4 (Advertiser Currency) | Fees | Line item CPM Cost 4 × Impressions / 1000. |
CPM Fee 5 (Advertiser Currency) | Fees | Line item CPM Cost 5 × Impressions / 1000. |
Regulatory Operating Costs | Fees | The regulatory operating costs or DST fees for serving ads in specific countries. |
Billable Impressions | General | The 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. |
Impressions | General |
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
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Clicks | General | The number of times a person has clicked on an ad. Accredited by the Media Rating Council. Learn more |
Click Rate (CTR) | General | The 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 Ads | General | 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
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Begin to Render Impressions | General |
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
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Begin to Render Eligible Impressions | General |
The number of impressions that were eligible for begin to render measurement.
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Provisional Impressions | General | For 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 Ads | General |
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 Goal | General | The 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.
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Publisher Impressions | General |
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.
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Publisher CPM | General |
The cost per thousand publisher impressions.
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General Invalid Traffic (GIVT) Clicks | Invalid 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
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General Invalid Traffic (GIVT) Impressions | Invalid traffic | The 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 Clicks | Invalid traffic | The 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 Impressions | Invalid traffic | The 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 Impressions | Invalid 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
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Invalid Active View Measurable Impressions | Invalid 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
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Invalid Active View Viewable Impressions | Invalid 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
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General Invalid Traffic (GIVT) Active View Eligible Impressions | Invalid 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
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General Invalid Traffic (GIVT) Active View Measurable Impressions | Invalid 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
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General Invalid Traffic (GIVT) Active View Viewable Impressions | Invalid 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
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Invalid Tracked Ads | Invalid 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).
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General Invalid Traffic (GIVT) Tracked Ads | Invalid 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.
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Invalid Begin to Render Impressions | Invalid 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
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General Invalid Traffic (GIVT) Begin to Render Impressions | Invalid 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
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% Invalid Impressions (Pre-bid) | Invalid traffic | The estimated percentage of impressions that were filtered out pre-bid as invalid traffic. |
TrueView: General Invalid Traffic (GIVT) Views | Invalid 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
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TrueView: Invalid Views | Invalid 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
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Inactive Impressions | Invalid Traffic | The number of impressions served to a connected TV at the end of a prolonged session.
Accredited by the Media Rating Council. Learn more
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Audio Media Cost eCPCL (Advertiser Currency) | Audio | The average cost of each complete audio impression, based on the Media Cost spent, calculated as Media Cost / Complete (Audio) . |
Media Cost (Advertiser Currency) | Media cost | Media cost is the raw cost for impressions purchased from an exchange. |
Media Cost eCPA (Advertiser Currency) | Media cost | The 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 cost | The 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 cost | The 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 cost | The average CPC you paid, based on the Media Cost spent, calculated as the product of Media Cost / Clicks . |
Media Cost eCPM (Advertiser Currency) | Media cost | The 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 cost | The 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) | Audio | The 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 cost | The 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 cost | The 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 cost | The 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 cost | The 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 cost | The 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 cost | The 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 cost | The 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 Impressions | Floodlight Report (Offline reporting only) | The number of times a Floodlight activity tag has been served to and loaded by browsers. |
Cookie Consented Floodlight Impressions | Floodlight Report (Offline reporting only) |
The number of Floodlight impressions where the the user consented to cookies.
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Cookie Unconsented Floodlight Impressions | Floodlight Report (Offline reporting only) |
The number of Floodlight impressions where the the user didn't consent to cookies.
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Duplicate Consented Floodlight Impressions | Floodlight 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.
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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 |
Profit eCPM (Advertiser Currency) | Profit | The average CPM you paid for impressions, based on the Profit earned, calculated as the product of Profit / Impressions × 1000. |
Profit Margin | Profit | Your ratio of profitability, calculated as the product of Profit / Revenue . Higher numbers correspond to higher profitability. |
Profit Viewable eCPM | Profit | The 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) | Refund | The amount of money refunded, calculated as the sum of Refund Media Cost and Refund Platform fee. |
Refund Media Cost (Advertiser Currency) | Refund | The amount of Media Cost refunded to your partner. |
Refund Platform Fee (Advertiser Currency) | Refund | The amount of Platform Fee refunded to your partner. |
Average Display Time | Rich Media | The 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 Time | Rich 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.
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Backup Image | Rich 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:
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Expansions | Rich 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 Impressions | Rich Media |
The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user:
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Rich Media Engagements | Rich Media |
The number of times that users engaged with an interactive element in a rich media creative. |
Average Impression Frequency per User | YouTube 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.
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Card Clicks | YouTube interactions | The 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 interactions | The number of clicks on the ad text of your YouTube ad. These clicks lead to a landing page outside of the video. |
Conversions | YouTube 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 / Conversion | YouTube conversion performance | The average cost of each conversion. |
Cost Per Store Visit | YouTube 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.
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Earned Likes | YouTube 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 Additions | YouTube 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 Subscribers | YouTube 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 Shares | YouTube 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 Views | YouTube 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 Rate | YouTube interactions | The 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 . |
Engagements | YouTube interactions |
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Impression Share | YouTube competitive | The 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) | competitive | The percentage of time your ads weren't shown due to insufficient budget. |
Lost Impression Share (Rank) | YouTube competitive | The percentage of time your ads weren't shown due to poor Ad Rank in the auction. |
Revenue eCPE | YouTube interactions | For YouTube ads, the average cost you paid for engagements, based on Revenue, calculated as Revenue / Engagements . |
Revenue eCPV (Advertiser Currency) | YouTube delivery | For YouTube ads, the average cost you paid for views, based on Revenue, calculated as Revenue / Views . |
Store Visit Conversions | YouTube conversion performance |
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Total Conversion Value | YouTube conversion performance | The value of all conversions that have occurred, based on the default of $1 per conversion. |
Total Users | YouTube 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.
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TrueView: View Rate | YouTube delivery | The percentage of time your ad is viewed, relative to the total number of times your ad is shown (video and thumbnail impressions). |
TrueView: Views | YouTube 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 Rate | YouTube conversion performance | How often, on average, a view leads to a conversion. It's Conversions / TrueView: Views . |
View through Conversions | YouTube conversion performance | The 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 | delivery | The 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 Time | YouTube delivery | The 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 Visits | YouTube conversion performance |
The number of visits to your physical stores after users see but don't interact with your ad.
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Verifiable Impressions | Verification |
The number of impressions recorded by Verification in Campaign Manager 360. Ads must be supported for Verification to record impressions. |
Audio Mutes (Video) | Video | The 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) | Video | The number of times a video has been played to its end. |
Completion Rate (Video) | Video | The percentage of video impressions that played to completion. |
First-Quartile Views (Video) | Video | The number of times a video has been played to 25% of its entire length. |
Fullscreens (Video) | Video | The number of times a video has been viewed in full screen mode. |
Midpoint Views (Video) | Video | The number of times a video has been played to 50% of its entire length. |
Starts (Video) | Video | The 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) | Video | The 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) | Video | The number of times a video has been skipped. |
Third-Quartile Views (Video) | Video | The 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 |
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 |
Video Revenue eCPCV (Advertiser Currency) | Video | The average cost of each complete video view, based on the Revenue spent, calculated as the product of Revenue / Complete Views (Video) . |
Audio Unmutes (Video) | Video | The 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 Reach | Unique Reach | The 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 Reach | Unique Reach | The 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 Reach | Unique Reach | The 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 Frequency | Unique Reach | The 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 Reach | Unique Reach | The 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 Frequency | Unique Reach | The 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 Reach | Reach |
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 Reach | Reach |
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 Reach | Reach |
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.
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Unique Reach: Incremental Viewable Impression Reach | Reach |
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 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. |
Unique Reach: Total Reach (Co-viewed) | Unique Reach | The 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 Reach | The 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 Reach | The 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 Reach | The 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 Cap | Reach |
The number of additional users reached by the campaign due to frequency capping. |
Unique Reach: Click Reach (pivoted) | Unique Reach | The 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 Reach | The 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 Reach | The 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 Reach | The 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 Reach | The 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 Impressions | Unique Reach Audience |
The percentage of total unique audience impressions made up by the demographic.
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% Composition Reach | Unique Reach Audience |
The percentage of total unique reach made up by the demographic.
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Population | Unique Reach Audience |
The total number of users in a given population that belong to a given demographic. |
% Population Reach | Unique Reach Audience |
The percentage of Population (see population metric) that was reached. |
Target Rating Points | Unique Reach Audience |
The population reached in a specific target demographic or that matched your specific target audience.
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% Viewable Population Reach | Unique Reach Audience |
The percentage of Population (see population metric) that was reached with a viewable ad.
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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.
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% Viewable Composition Impressions | Unique Reach Audience |
The percentage of total unique audience viewable impressions made up by the demographic.
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% Viewable Composition Reach | Unique Reach Audience |
The percentage of total unique reach made up by the demographic, and that was considered viewable.
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% 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.
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% 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.
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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.
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% 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.
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% impressions with positive custom value | Custom Impression Value |
The percentage of impressions with a positive custom value calculated as: |
Impressions with custom value | Custom Impression Value |
The number of impressions with an assigned impression value, based on your custom script.
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Impressions with positive custom value | Custom Impression Value |
The number of impressions with an assigned impression value greater than zero, based on your custom script.
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Total custom impression value | Custom Impression Value |
The sum of the custom impression value.
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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.
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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.
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Custom impression value / cost | Custom Impression Value |
The custom impression value over cost calculated as:
(Total custom impression value) / (Estimated total cost) |
Custom value per 1000 Impressions | Custom 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 Frequency | Programmatic Guaranteed Savings |
The total number of impressions passed for the Programmatic Guaranteed deal due to campaign frequency capping.
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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.
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Programmatic Guaranteed Bid Requests passed due to Frequency | Programmatic Guaranteed Savings |
The total number of bid requests passed for the Programmatic Guaranteed deal due to campaign frequency capping.
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Programmatic Guaranteed Added Unique Reach: Impressions Due To Frequency | Programmatic 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 Frequency | Programmatic Guaranteed Savings |
The estimated added impressions reach for the Programmatic Guaranteed deal due to campaign frequency capping.
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Available Requests | Win 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 Impressions | Win 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.
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Bid Responses | Win Loss |
The number of bid responses made to eligible bid requests. This may be lower than targeted impressions because of budget or pacing constraints.
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Win Rate | Win Loss |
The percentage of total impressions won calculated as:
impressions won / bid responses . |
Unique Reach: Duplicate Click Reach | Unique Reach Overlap | Unique reach clicks with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Click Reach Percent | Unique Reach Overlap | Percent of unique reach clicks with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Cross Media Impression Reach (Co-viewed) | Unique Reach Overlap | The 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 Reach | Unique Reach Overlap | Unique reach impressions with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Impression Reach Percent | Unique Reach Overlap | Percent of unique reach impressions with a given dimension that were NOT exclusive. |
Unique Reach: Duplicate Total Reach | Unique Reach Overlap | Total unique reach with a given dimension that was NOT exclusive. |
Unique Reach: Duplicate Total Reach Percent | Unique Reach Overlap | Percent of total unique reach with a given dimension that was NOT exclusive. |
Unique Reach: Exclusive Click Reach | Unique Reach Overlap | Unique reach clicks with a given dimension that were exclusive. |
Unique Reach: Exclusive Click Reach Percent | Unique Reach Overlap | Percent 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 Reach | Unique Reach Overlap | Unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Impression Reach Percent | Unique Reach Overlap | Percent of unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Total Reach | Unique Reach Overlap | Total unique reach with a given dimension that was exclusive. |
Unique Reach: Exclusive Total Reach Percent | Unique Reach Overlap | Percent of total unique reach with a given dimension that was exclusive. |
Unique Reach: Overlap Click Reach | Unique Reach Overlap | The number of unique clicks that overlap across a given pair of dimensions. |
Unique Reach: Overlap Click Reach Percent | Unique Reach Overlap | The percent of unique clicks that overlap across a given pair of dimensions. |
Unique Reach: Overlap Impression Reach | Unique Reach Overlap | The number of unique impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Impression Reach Percent | Unique Reach Overlap | The percent of unique impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Viewable Impression Reach | Unique Reach Overlap | The number of unique viewable impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Viewable Impression Reach Percent | Unique Reach Overlap | The percent of unique viewable impressions that overlap across a given pair of dimensions. |
Unique Reach: Overlap Total Reach | Unique Reach Overlap | The total reach that overlaps across a given pair of dimensions. |
Unique Reach: Overlap Total Reach Percent | Unique Reach Overlap | The percent of total reach that overlaps across a given pair of dimensions. |
Unique Reach: Duplicate Viewable Impression Reach | Unique Reach Overlap | Viewable unique reach impressions with a given dimension that were not exclusive. |
Unique Reach: Duplicate Viewable Impression Reach Percent | Unique Reach Overlap | Percent of viewable unique reach impressions with a given dimension that were not exclusive. |
Unique Reach: Exclusive Viewable Impression Reach | Unique Reach Overlap | Viewable unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Exclusive Viewable Impression Reach | Unique Reach Overlap | Percent of viewable unique reach impressions with a given dimension that were exclusive. |
Unique Reach: Overlap Click Reach (pivoted) | Unique Reach Overlap | The 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 Overlap | The 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 Overlap | The 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 Overlap | The 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 Overlap | The 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 Overlap | The 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 Overlap | The 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 Overlap | The 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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