Reports glossary

Clicks

CTR

Match rate

Matched requests

Observed eCPM
A third-party ad network's estimated average eCPM calculated using historical revenue data.

Observed eCPM will only be shown for optimized third-party ad networks.

Requests

The number of times your app or ad unit requests an ad. Requests are counted even if no ads are returned. If the request is sent to more than one ad source in the mediation waterfall, it’s only counted once.

Active users (AU) 

The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date.

The average revenue per user (ARPU) from ad and purchase revenue. ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.

It’s calculated by:

(Ads earnings + Purchase earnings) / Active Users 

Note: To view IAP data for your Android apps, you must:

• Link your app to a Firebase project. 
• Link your Google Play account to the Firebase project.

Imps / AU

The average number of ads seen by an active user. This is sometimes known as ad density or ad load.

It’s calculated by:

Impressions / Active users

Imps / AV

The average number of ads seen by an ad viewer.

It’s calculated by:

Impressions / Ad viewers

Bids in auction
The number of bids submitted by the ad source that participated in bidding auctions. 

Note: Not all bids submitted participate in bidding auctions. Bids must meet the criteria of the auction, such as minimum eCPM or ad format types. 

Bids in auction (%)
The percentage of bids that participated in bidding auctions. 

It’s calculated by dividing bids in auction by bid requests.

The number of requests made to a bidding ad source.

Winning bids (%)
The percentage of bids that won a bidding auction. 

It’s calculated by dividing winning bids by bids in auction.

The average revenue per viewer (ARPV) from ad revenue. 

It’s calculated by:

Estimated earnings / Ad viewers

Ad viewers (AV)

The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date.

The percent of active users who have viewed ads. 

It’s calculated by:

Ad viewers / Active users x 100%.

The average revenue per user (ARPU) from ad revenue.

It’s calculated by:

Estimated earnings / Active users 

ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date.

Ad type
View performance by ad type (e.g., text, image).

App
View performance by app.

• Android
• iOS

Serving restriction
Use this dimension to compare personalized ads to non-personalized ads, and understand which restrictions lead to ads not being personalized:

• Limited ads: Traffic where limited ads were served, regardless of user location.
• Restricted data processing (RDP): Publisher chose to enable restricted data processing (for example, using AdMob’s blocking controls) for compliance with the California Consumer Privacy Act (CCPA).
• Non-personalized ads (NPA): Publisher chose to enable non-personalized ads (for example, using AdMob’s blocking controls) for compliance with Google’s EU User Consent Policy and GDPR. Also applies to ad requests subject to the LGPD.
• Basic ads: IAB TCF v2.0 basic ads were served.
• Personalization disabled: May occur when iOS users have opted in to Limited Ad Tracking or haven’t provided consent under the AppTrackingTransparency (ATT), and there's no other available user identifiers. May occur when Android users opt out of ad personalization. Includes any other cases where personalization wasn’t feasible.
• No restriction: Ads that are personalized using IDFA, Android Ad ID, or other available user identifiers.

Some ad requests may fall into multiple categories in this list. In these cases, the ad request is sorted into the first applicable category according to the order shown here.