Metrics

The number of impressions that were measurable for custom viewability.

The number of impressions considered viewable based on your criteria.

The percentage of custom measurable impressions that were considered custom viewable. 

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

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

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

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

 The following metrics appear in reporting:

• Active View Custom Metric Viewable Impressions
• Active View Custom Metric Measurable Impressions
• Active View Custom Metric Viewable Rate

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

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).

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

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

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

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

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.

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

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.

All conversions in the reporting period that are attributed to a click on an ad.

The number of times that a Floodlight activity was associated with a click or impression. Unlike conversions, Floodlight never counts more than one conversion event at a time, even if the conversion is a sales activity that reports multiple conversions at once.

All conversion events in the reporting period that are attributed to a click on an ad.

The number of times that users took a desired action during the reporting period, after seeing or clicking on an ad. Each action is defined by a Floodlight activity. A conversion is only counted if the ad impression or click falls within the conversion windows set for the placement where it occurred. For sales activities, Floodlight might count more than one conversion per event. For example, you can set up Floodlight to count the number of items purchased as the number of conversions for a single event.

The total amount of revenue attributed to all conversions in the reporting period, including both click-through and view-through conversions. Revenue is calculated for Floodlight sales activities. In the standard report, revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency). This may cause discrepancies with other reports.

All conversion events in the reporting period, including both click-through and view-through conversions.

All conversions in the reporting period, including both click-through and view-through conversions.

Conversions that are attributed to an ad that was displayed but not clicked on.

Conversion events that are attributed to an ad that was displayed but not clicked on.

The total amount of revenue attributed to view-through conversions. Revenue is calculated for Floodlight sales activities.

The number of Floodlight activity conversions for Gmail ads calculated as:

These won't be included in the standard conversions metric.

The number of Floodlight activity conversions after the user viewed a collapsed Gmail ad. These won't be included in the standard post-view conversions metric.

The number of Floodlight activity conversions after the user clicked the expanded Gmail ad to visit the advertiser landing page. These won't be included in the standard post-click conversions metric.

The number of impressions booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report.

Example equation:

Booked impressions = (booked impression units)/(number of days for which they
are booked) x (number of days of the report)

Notes:

• If any of the placements in a report don’t have a CPM cost, the booked impressions value for these placements will be 0.
• Add this metric to report on placements that are associated with a CPM cost model.

DBM cost is a composite value that represents the amount of money spent to purchase impressions from exchanges, plus any additional markups from Display & Video 360, partners, or third parties, as well as various other costs.

The number of impressions delivered of rich media HTML5 creatives and display creatives with HTML5 assets.

The number of impressions recorded for the primary placement within a roadblock.

The number of users (cookies) who are currently members of this list.

The number of viewable impressions as measured by Active View booked for each placement in the report (known as "booked impression units"), adjusted for the date range of the report.

Example equation:

Booked viewable impressions = (booked viewable impression units)/(number of days for which they
are booked) x (number of days of the report)

Notes:

• Add this metric to report on placements that are associated with a vCPM - Active View cost structure.
• If any of the placements in a report don’t use vCPM - Active View as a cost structure, the booked viewable impressions value for these placements will be 0.

The number of times that users clicked on a creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded.

For YouTube ads, this is the number of clicks on a call to action that leads to a destination URL. These are clicks that lead outside of the video.

For YouTube ads on a connected TV, this is the number of clicks on  Send to phone on the TV screen.

The percentage of impressions that result in users clicking an ad, calculated as:

For example, if an ad delivers 500,000 impressions and receives 6000 clicks, the click rate is 1.2%.

Percentage of impressions for a given portion of the audience out of the campaign’s total number of impressions. For example, a given portion of the audience might have 25% of the total number of impressions for a campaign. In this case, the audience impression share is 25%.

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

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

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.

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 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.

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.

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.

The sum of the cost of all pricing flights over the entire lifetime of a placement.

This metric is calculated based on the pricing information you enter for each placement in Campaign Manager 360. The exact calculations depend on which cost structure you select when creating a placement:

• For CPM/vCPM - Active View/CPC/CPA, total planned media cost = booked units x rate, summed over all pricing flights.
• For flat rate (impressions or clicks), total planned media cost is the sum of the flat rate cost of all pricing flights.

Additional considerations

If a placement is part of a group (a package or roadblock), then the cost of each placement within the group is derived from its parent. All placements within a group share the same value.

If you’re running a Reach report, you must include “Placement" as an additional dimension. You don’t need to include “Placement” in a Standard report, but doing so makes it easier to identify which placement is which.

If you include flighting dimensions in the report, the same value will appear for “Placement total planned media cost” for each row/flight within a placement.

The average amount of money per transaction (that is, conversion) that is recorded by a Floodlight sales activity and attributed to a paid search click. The average amount is calculated by dividing the total sales amount by the total number of transactions (conversions); depending on how they're set up, sales activities can count a single purchase as more than one transaction.

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

Some common reasons a backup image is served:

• The user is using an unsupported browser or operating system

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

The number of times that the code for creatives has been served to users during the specified date range.

The code serves metric is only relevant for video creatives and creatives serving in mobile app environment. For these creative types, there might be more code serves than impressions, because the creative isn't displayed when the webpage is first loaded. Instead, Campaign Manager 360 first serves the code, which tells the browser when and how to display the asset (the piece that users actually see). A code serve is counted when the webpage loads, but not an impression. The impression is counted only when the asset is requested by the browser. In some cases, the code tells the browser to wait several seconds before the asset is shown, so it's possible that users will close their browsers or navigate to other webpages after the code is served but before an impression is counted.

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.

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

• Clicks an exit link

• Makes the ad display in full-screen mode

• Mouses over the ad for at least 1 continuous second

• Expands the ad.

The percentage of Rich Media impressions that result in users clicking an ad, calculated as:

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

The number of times that a user has scrolled through a rich media creative.

Track the first click on any companion banner. This is a unique number and fires a maximum of once per impression.

Number of verifiable impressions for which there is a referrer URL and for which the content of the URL or domain has been analyzed for the purposes of classification. Keep in mind that analysis doesn't always lead to the assignment of a sensitive category because many sites have content that doesn't fall into any of the classification categories, which are designed to catch potentially inappropriate content.

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

The percentage of display and video impressions that Verification prevented from serving based on ad blocking criteria, calculated as (Blocked Impressions) / (Impressions + Blocked video impressions). Impressions include all served impressions and blocked display impressions.

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

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

The number of Floodlight or ad impressions recorded for each Floodlight configuration. You can use Floodlight impression data to debug your tags and ensure that they are implemented and firing correctly.

Floodlight impression data is only available at the Floodlight configuration, activity group, and activity levels. Selecting this metric limits the other types of data that can be selected for a given report. For example, Floodlight impressions cannot be matched with ads or creatives, so ad-level and creative-level data will be unavailable.

In cases where the Floodlight configuration is shared, the report shows aggregated impression data under the the parent advertiser where the configuration was set, then lists all of the child advertisers that are using the parent advertiser's Floodlight configuration.

The Floodlight impressions metric is compatible with the following dimensions:

• Date:
  • Date
  • Month
  • Week
• Campaign Manager 360:
  • Activity
  • Activity Group
  • Activity Group ID
  • Activity ID
  • Floodlight Configuration

The aggregate amount of all tech fee types.

The tech fee type for display ad impressions.

The tech fee type for rich media ad impressions.

The tech fee type for click trackers.

The tech fee type for video ad impressions.

The tech fee type for audio ad impressions.

The tech fee type for impression tracking of tracking ads.

The tech fee type for click trackers of tracking ads.