Query viewability and invalid traffic metrics

Overview

The instructions below provide examples of how to query both valid viewability traffic, and invalid traffic via the API. These metrics are limited to inventory purchased via Google Ads, Display & Video 360, and YouTube reserve.

Note that MRC-accredited TrueView view view metrics require the use of the ADH API, as there is no associated templated query. Additionally, TrueView view view metrics shouldn't be confused with viewability metrics.

Select the buying door that you want to query viewability metrics for:

Query viewability metrics using the UI

The templated viewability query provides MRC-accredited metrics.

MRC accreditation is binary—your results can be accredited, or not—and applies to your entire results table. In BigQuery, the label adh-mrc-accredited is applied to all MRC-accredited results. You must run the query through the template in order for your metrics to be MRC-accredited.

To run the MRC-accredited query through the template:

  1. Follow the instructions on how to create a query, ensuring that you select Display & Video 360 as the buying door and Video Viewability as the query template.
  2. Click the Run button next to Use template.

Query invalid traffic and viewability metrics using the API

Invalid traffic and viewability metrics can be retrieved from the ADH API using the generateIvtReport, generateDv360IvtVideoViewabilityReport, and startAnalysis endpoints. For invalid traffic, your metrics must be retrieved through the generateIvtReport and generateDv360IvtVideoViewabilityReport in order for the adh-mrc-accredited label to be applied and your metrics to be MRC-accredited. Similarly, the global query specified below must be used for viewability metrics through the ADH API for MRC accreditation. This section covers how to send a request to this endpoint using the Python client library.

Follow the setup and authorization/authentication instructions in the API quickstart.

After replacing the following fields with information relevant to your account, you can run the query below to retrieve an invalid traffic report for your Display & Video 360 campaigns:

  • Client secrets file
  • Customer ID
  • API key
  • Line item IDs
  • Timezone

Sample code

Invalid traffic

from __future__ import print_function
import json
from google_auth_oauthlib.flow import InstalledAppFlow
from googleapiclient.discovery import build

flow = InstalledAppFlow.from_client_secrets_file('YOUR_CLIENT_SECRETS.json',
                                                 ['https://www.googleapis.com/auth/adsdatahub'])
creds = flow.run_local_server(port=0)
service = build('adsdatahub', 'v1', credentials=creds,
                developerKey='YOUR_API_KEY',
                discoveryServiceUrl='https://adsdatahub.googleapis.com/$discovery/rest?version=v1&labels=')

body = {
    'ads_data_customer_id': YOUR_CUSTOMER_ID,
    'start_date': {
        'year': 2019,
        'month': 12,
        'day': 15
    },
    'end_date': {
        'year': 2019,
        'month': 12,
        'day': 20
    },
    'time_zone': 'YOUR_TIMEZONE',
    'dv360_youtube_dimensions': {
        'line_item_ids': [YOUR_LINE_ITEM_IDS]
    },
    'dest_table': 'YOUR_DESTINATION_TABLE'
}

resp = service.customers().generateIvtReport(name='customers/YOUR_CUSTOMER_ID,
                                             body=body).execute()
print(json.dumps(resp))

General invalid traffic

from __future__ import print_function
import json
from google_auth_oauthlib.flow import InstalledAppFlow
from googleapiclient.discovery import build

flow = InstalledAppFlow.from_client_secrets_file('YOUR_CLIENT_SECRETS.json',
                                                 ['https://www.googleapis.com/auth/adsdatahub'])
creds = flow.run_local_server(port=0)
service = build('adsdatahub', 'v1', credentials=creds,
                developerKey='YOUR_API_KEY',
                discoveryServiceUrl='https://adsdatahub.googleapis.com/$discovery/rest?version=v1&labels=')

body = {
    'ads_data_customer_id': YOUR_CUSTOMER_ID,
    'start_date': {
        'year': 2019,
        'month': 12,
        'day': 15
    },
    'end_date': {
        'year': 2019,
        'month': 12,
        'day': 20
    },
    'time_zone': 'YOUR_TIMEZONE',
    'line_item_ids': [YOUR_LINE_ITEM_IDS],
    'dest_table': 'YOUR_DESTINATION_TABLE'
}

resp = service.customers().generateDv360IvtVideoViewabilityReport(name='customers/YOUR_CUSTOMER_ID,
                                             body=body).execute()
print(json.dumps(resp))

Viewability metrics

from googleapiclient.discovery import build
from google_auth_oauthlib.flow import InstalledAppFlow
import json

flow = InstalledAppFlow.from_client_secrets_file('YOUR_CLIENT_SECRETS.json',
                                                 ['https://www.googleapis.com/auth/adsdatahub'])
creds = flow.run_local_server(port=0)
service = build('adsdatahub', 'v1', credentials=creds,
                developerKey='YOUR_API_KEY',
                discoveryServiceUrl='https://adsdatahub.googleapis.com/$discovery/rest?version=v1&labels=')

name = 'customers/global/analysisQueries/ea2b66eaa4e545c2af80ec276478f04b'
body = {
  'spec': {
    'ads_data_customer_id': YOUR_CUSTOMER_ID,
    'start_date': {
      'year': 2019,
      'month': 12,
      'day': 15
    },
    'end_date': {
      'year': 2019,
      'month': 12,
      'day': 20
    },
    'time_zone': 'YOUR_TIMEZONE',
    'parameter_values': {
      'line_item_ids': {
        'array_value': {
          'values': [
            {
              'value': 'YOUR_LINE_ITEM_ID'
            },
          ]
        }
      }
    }
  },
  'dest_table': 'YOUR_DESTINATION_TABLE',
  'customer_id': YOUR_CUSTOMER_ID
}

resp = service.customers().analysisQueries().start(name=name,body=body).execute()
print(json.dumps(resp))

Calculate viewability metrics net of general invalid traffic

Use the following formulas to derive MRC-accredited viewability metrics net of general invalid traffic (GIVT):

  • Impressions (net of GIVT): Impressions + Invalid Impressions – General Invalid Traffic (GIVT) Impressions
  • Viewable Impressions: Viewable Impressions + Invalid Viewable Impressions - GIVT Viewable Impressions
  • Non-viewable Impressions: (Measurable Impressions + Invalid Measurable Impressions - GIVT Measurable Impressions) - (Viewable Impressions + Invalid Viewable Impressions - GIVT Viewable Impressions)
  • Unmeasured Impressions: (Eligible Impressions + Invalid Eligible Impressions - GIVT Eligible Impressions) - (Measurable Impressions + Invalid Measurable Impressions - GIVT Measurable Impressions)
  • Viewable Rate percentage: (Viewable Impressions + Invalid Viewable Impressions - GIVT Viewable Impressions) / (Measurable Impressions + Invalid Measurable Impressions - GIVT Measurable Impressions)