Dimensions and Metrics

This page provides tables that list and describe the available dimensions and metrics.

A report can have no more than 8 dimension or 12 metrics.

Dimensions

Note: CODE and ID are used programmatically while NAME is displayed to an end user and can be localized.

API Field Query Tool UI Name

AD_CLIENT_ID

The ID of an ad client. Example: ca-pub-088712.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

AD_LOCATION

Shows the page position of the ad. Example: Above the fold.

Ad locations

AD_TAG_NAME

The name of the ad tag. This is a user-defined string.

Tags

AD_UNIT_SIZE_CODE

Shows the size of the ad creative requested. Examples: 720x42, mobile_single.

Only localized version exposed to publishers in the Ad Exchange reporting UI. The same data is available in AD_UNIT_SIZE_NAME.

N/A

AD_UNIT_SIZE_NAME

Shows the size of the ad creative requested. Examples: 720x42, Single (Mobile).

Inventory sizes

ADVERTISER_DOMAIN

Shows the landing page of the advertiser.

Advertiser domains

ADVERTISER_NAME

The name of an advertiser that bids on the ads on your site.

Advertisers

ADVERTISER_VERTICAL

Shows the top-level category associated with an ad. These match the General Categories defined in the Ad Exchange Blocks UI. Example: Arts & Entertainment.

Advertiser verticals

AGENCY_NAME

Shows the parent agency name of the buyer/advertiser.

Agencies

BID_TYPE_CODE

The type of a bid. Examples: cpc, cpm.

Only the localized version is exposed to publishers in the Ad Exchange reporting UI. The same data is available in BID_TYPE_NAME

N/A

BRAND_NAME

Shows the brand name of the advertiser.

Brands

BRANDING_TYPE_CODE

The branding code of an ad. Examples: Branded, Anonymous.

Only localized version exposed to publishers in the Ad Exchange reporting UI. The same data is available in BRANDING_TYPE_NAME.

N/A

BRANDING_TYPE_NAME

The branding name of an ad. Examples: Branded, Anonymous.

Branding types

BUYER_NETWORK_ID

The ID of an ad network that sends ads to your site.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

BUYER_NETWORK_NAME

Shows the name of an ad network that buys ads on your site. Example: Google Adwords.

Buyer networks

COUNTRY_CODE

The CLDR Region Code. Examples: US, FR.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

COUNTRY_NAME

Shows the Region name. Examples: United States, France.

Countries

CREATIVE_SIZE

Shows the size of the ad creative that served.

Creative sizes

CUSTOM_CHANNEL_CODE

The code of a custom channel.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

CUSTOM_CHANNEL_ID

The ID of a custom channel.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

CUSTOM_CHANNEL_NAME

The name of a custom channel.

Not exposed to publishers in the Ad Exchange reporting UI.

Channels

DATE

A date in YYYYMMDD format.

Days

DEAL_ID

Shows the Deal ID.

Deal IDs

DEAL_NAME

Shows the Deal name.

Deal names

DFP_AD_UNIT_ID

Shows DFP inventory unit IDs.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

DFP_AD_UNITS

Shows the performance of backfill requests on inventory.

DFP Ad Units

DFP_REQUEST_SOURCE

Shows the sub-syndication inventory ownership status.

Request sources

DOMAIN_NAME

A domain name.

Sites

DSP_NAME

The name of a buyer purchasing inventory on a publisher's site.

DSPs

EXPANSION_TYPE_NAME

An expansion type name. Examples: Not expandable, Click to expand, Rollover to expand.

Expandable types

INVENTORY_OWNERSHIP

Shows the sub-syndication inventory ownership status.

Inventory ownership

INVENTORY_PARTNER_NAME

Shows the name of the sub-syndicator.

Network partner names

MOBILE_APP_NAME

Shows the full name of the mobile app as reported by the Google Play Store or App Store.

App names

MOBILE_CARRIER_NAME

Shows the carrier name of the mobile device.

Carrier names

MOBILE_DEVICE_NAME

Shows the name/type of mobile device. Examples: iPad, Android tablet.

Devices

MOBILE_INVENTORY_TYPE

Shows the mobile inventory type. Examples: Desktop, Interstitial, mobile web.

Inventory types

MOBILE_OS_VERSION

Shows the OS version of the mobile device. Example: iOS 8.3.

Operating systems

MOBILE_USER_BANDWIDTH

Shows the bandwidth associated with a user's mobile device.

Bandwidth

MONTH

A month in YYYYMM format.

Months

PLATFORM_TYPE_NAME

The name of a platform type. Examples: High-end mobile devices, Desktop.

Device categories

PRODUCT_CODE

The code of a product. Examples: AFC, AFS.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

PRODUCT_NAME

The name of a product. Examples: AdSense for Content, AdSense for Search.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

TARGETING_TYPE_CODE

The code if a targeting type. Examples: Keyword, WebSite, Publisher.

Only localized version exposed to publishers in the Ad Exchange reporting UI. The same data is available in TARGETING_TYPE_NAME.

N/A

TARGETING_TYPE_NAME

The name of a targeting type. Examples: Contextual, Reservation, Publisher.

Targeting types

TRANSACTION_TYPE_CODE

A transaction type code. Examples: secondprice, fixedcpm, privateexchange.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

TRANSACTION_TYPE_NAME

A transaction type name. Examples: Open auction, Preferred deal, Private auction.

Transaction types

URL_CHANNEL_ID

The ID of a URL channel.

N/A

URL_CHANNEL_NAME

The name of a URL channel.

Not exposed to publishers in the Ad Exchange reporting UI.

URLs

VIDEO_AD_DURATION

Shows the duration of a video ad in 5 second increments.

Video ad durations

VIDEO_AD_DURATION_RAW

Shows the duration in seconds of a video in lower_bound:upper_bound format with zero-padding.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

VIDEO_AD_FORMAT

Shows the video ad format. Examples: Skippables, VPAID.

Video ad types

WEEK

The date of the first day of a week in YYYYMMDD format.

Weeks

WINNING_BID_RULE_ID

The ID of the winning bid rule. Example: QetTHweL4MQ.

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

WINNING_BID_RULE_NAME

The name of the winning bid rule. This is a user-defined string.

Pricing rules

Metrics

API Field Query Tool UI Name

ACTIVE_VIEW_ELIGIBLE_COUNT

Shows the count of impressions that Active View is instrumented to measure.

Active view enabled impressions

ACTIVE_VIEW_MEASURABLE_COUNT

Shows the count of impressions that Active View can measure.

Active view measurable impressions

ACTIVE_VIEW_MEASURABLE_RATIO

The percentage of Active View (viewability) viewable measurement.

Active view measurable

ACTIVE_VIEW_VIEWABLE_COUNT

Shows the count of impressions that Active View determines are viewable.

Active view viewable impressions

ACTIVE_VIEW_VIEWABLE_RATIO

The percentage of Active View (viewability) viewable coverage.

Active view viewable

ACTIVE_VIEW_VIEWABLE_TIME

Shows the time in seconds that a given ad was viewable.

Average viewable time (secs)

AD_IMPRESSIONS

A subset of ad requests returning at least one ad to the site are counted as ad impressions. Ad impressions are typically counted later in the ad serving process than matched requests. When multiple text ads fill a single display slot, it is only counted once--when the top text ad is recognized. In this case, the ad impression is attributed to the top text ad.

Ad impressions

AD_IMPRESSIONS_RPM

Ad revenue per thousand ad impressions.

Ad eCPM = Revenue / Ad Impressions * 1000

Ad eCPM

AD_REQUESTS

The number of ad units that requested ads (for content ads) or search queries (for search ads). An ad request may result in zero, one, or multiple individual ad impressions depending on the size of the ad unit and whether any ads were available.

Ad requests

AD_REQUESTS_COVERAGE

Measures the percentage of ads returned compared to the number of ads requested.

Coverage = (Matched requests / Ad requests)

Coverage

AD_REQUESTS_CTR

The number of ad clicks divided by the number of ad requests.

Ad request CTR (clickthrough rate) = Clicks / Ad requests

Ad request CTR

AD_REQUESTS_RPM

Revenue per thousand ad requests.

Ad request eCPM = Estimated revenue / Number of ad requests * 1000

Ad request eCPM

CLICKS

The number of times a user has clicked on your ad.

Clicks

COST_PER_CLICK

The amount you earn each time a user clicks on your ad.

CPC = Estimated revenue / Clicks

CPC

DEALS_AD_REQUESTS

Total ad requests associated with a given deal.

Deals ad requests

DEALS_BID_RESPONSES

Number of responses for a given deal that shows that a buyer is bidding.

Deals bid responses

DEALS_MATCH_RATE

Effective Deal fill rate. The percentage of Deals matched requests divided by Deals ad requests.

Deals match rate = Deals matched requests / Deals ad requests

Deals match rate

DEALS_MATCHED_REQUESTS

Deal ad requests which were "matched" with demand from the buyer associated with the deal. Each "Deals matched request" represents one opportunity for the deal buyer to serve their ad in the context of the deal.

Deals matched requests

EARNINGS

The estimated earnings of the publisher. Note that earnings up to yesterday are accurate, more recent earnings are estimated due to the possibility of spam, or exchange rate fluctuations.

Estimated revenue

INDIVIDUAL_AD_IMPRESSIONS

The number of times an individual ad is displayed on your website. Different ad formats will display varying numbers of ads. For example, a vertical banner may consist of 2 or more ads. Also, the number of ads in an ad unit may vary depending on whether the ad unit is displaying standard text ads, expanded text ads or image ads.

Legacy metric. Does not address AdWords ad wall ad formats.

Ad impressions (legacy)

INDIVIDUAL_AD_IMPRESSIONS_CTR

For standard ads, your ad clickthrough rate (CTR) is the number of ad clicks divided by the number of individual ad impressions expressed as a percentage.

Ad CTR = Clicks / Ad impressions * 100

Ad CTR

INDIVIDUAL_AD_IMPRESSIONS_RPM

Revenue per thousand Ad impressions.

Ad eCPM = Estimated revenue / Ad impressions * 1000

Legacy metric. Does not address AdWords ad wall ad formats.

Ad eCPM (legacy)

LIFT_RATE

The incremental revenue lift when using DFP dynamic allocation.

Lift

MATCHED_AD_REQUESTS

The number of ad units (for content ads) or search queries (for search ads) that showed ads. A matched ad request is counted for each ad request that returns at least one ad to the site.

Matched requests

MATCHED_AD_REQUESTS_CTR

The clickthrough rate (CTR) is the percentage of impressions that led to a click.

CTR = Clicks / Matched requests

Not exposed to publishers in the Ad Exchange reporting UI.

N/A

MATCHED_AD_REQUESTS_RPM

Revenue per one thousand Matched requests.

Matched eCPM = Estimated revenue / Matched requests * 1000

Matched eCPM

VIDEO_AD_ABANDONMENT_RATIO

Measures the percentage of times the user abandons the video being watched before completion. For example, the user leaves the player page, navigates away, or closes the browser.

Abandonment rate = 1 - [(Q4 + Skips) / Impressions], where Q4 = number of views reaching the 4th quartile. This metric does not include skips or drop-offs prior to an ad loading.

Video abandonment rate

VIDEO_AD_DROPOFF_RATIO

Shows the percentage of ad responses that did not result in an impression.

Drop-off rate = 100 - (Number of ad impressions / Matched requests *100)

Video drop-off rate

VIDEO_AD_QUARTILE_ONE

Measures the effectiveness of video ads by determining what percentage of a given video was viewed by a user. Ad Exchange for Video displays a count of how many users have seen the first 25% (Quartile 1) of a video ad.

Video quartile 1

VIDEO_AD_QUARTILE_THREE

Measures the effectiveness of video ads by determining what percentage of a given video was viewed by a user. Ad Exchange for Video displays a count of how many users have seen 75% (Quartile 3) of a video ad.

Video quartile 3

VIDEO_AD_SKIPPABLE_SKIP_RATIO

This measures the percentage of ad impressions that the user skips in a given video by clicking "Skip." This option only applies to skippable video ads and appears after :5 seconds.

TrueView skip rate = Skips / Ad impressions

Trueview is a misnomer. It actually applies to skippable ads that are similar to but not actually TrueView ads.

Trueview skip rate

VIDEO_AD_SKIPPABLE_VIEWS

The number of skippable video ad impressions that were viewed. A skippable video ad impression is considered viewed when the ad is watched to completion or watched to 30 seconds, whichever happens first.

Trueview is a misnomer. It actually applies to skippable ads that are similar to but not actually TrueView ads.

Trueview views

VIDEO_AD_SKIPPABLE_VTR

The view-through rate is the percentage of views divided by the number of impressions. It represents the portion of skippable video ad impressions that were viewed.

Trueview is a misnomer. It actually applies to skippable ads that are similar to but not actually TrueView ads.

Trueview VTR

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