Measures

Quantitative metrics for tracking performance

Quick Reference

Category	Fields
Monetization	Revenue, Ad impression eCPM, Ad request eCPM, Ad unit eCPM, Pageview RPM, Session RPM, User RPM, Floor price, Minimum bid to win
Impressions	Unfilled impressions, Ad impressions, Ad requests, Ad unit impressions, Ad request fill %, Ad unit refresh rate, Clicks, Click-through rate, Viewable impressions, Viewable impressions %
Engagement	Scroll depth, Avg. time on page, Avg. engaged time, Total engaged time
Pageviews	Pageviews, Pageviews / session, Pageviews / user
Sessions	Sessions, Sessions / user
Users	Users, New users, Returning users
Monetized Pageviews	Monetized pageviews, Monetized pageviews / session, Monetized pageviews / user, Ad impressions / pageview, Ad requests / pageview, Ad units / pageview
Monetized Sessions	Monetized sessions, Monetized sessions / user, Ad impressions / session, Ad requests / session, Ad units / session
Monetized Users	Monetized users, Monetized new users, Monetized returning users
Bid Rate	Bid requests, Bid responses, Bids returned, Bids won, Bid rate, Response rate, Win rate, Avg. time to respond, Avg. floor price, Avg. bid CPM, Bid revenue

Field	Description
Revenue	Total advertising revenue earned from all ad impressions
Ad impression eCPM	Effective cost per thousand filled ad impressions (excludes unfilled requests)
Ad request eCPM	Effective cost per thousand ad requests (includes both filled and unfilled requests)
Ad unit eCPM	Effective cost per thousand ad unit impressions (initial load only, no refreshes)
Pageview RPM	Revenue per thousand pageviews, showing how much each page view generates
Session RPM	Revenue per thousand sessions, showing earnings per visitor session
User RPM	Revenue per thousand users, showing lifetime value per user
Floor price	Average minimum price set for ad inventory in the auction
Minimum bid to win	Average minimum bid amount needed to win the ad auction

Field	Description
Unfilled impressions	Number of ad requests that could not be filled with an ad
Ad impressions	Total number of ads successfully delivered and displayed
Ad requests	Total number of ad requests made (includes both filled and unfilled)
Ad unit impressions	Number of ad units shown (initial loads only, excludes refreshes)
Ad request fill %	Percentage of ad requests that were successfully filled with an ad
Ad unit refresh rate	Average number of times each ad unit was refreshed (1.0 = no refreshes, 2.0 = refreshed once on average)
Clicks	Number of clicks
Click-through rate	Percentage of ad impressions that were clicked
Viewable impressions	Number of ad impressions that met viewability standards (50% visible for 1+ seconds)
Viewable impressions %	Percentage of ad impressions that were viewable according to industry standards

Field	Description
Scroll depth	Average percentage of the page scrolled by visitors (0.0 to 1.0)
Avg. time on page	Average time (in seconds) visitors spent on each page
Avg. engaged time	Average time (in seconds) visitors actively engaged with the page (excludes idle time)
Total engaged time	Total minutes of active engagement across all pageviews

Field	Description
Pageviews	Total number of pages viewed by all visitors
Pageviews / session	Average number of pages viewed per session
Pageviews / user	Average number of pages viewed per user

Field	Description
Sessions	Total number of unique visitor sessions
Sessions / user	Average number of sessions per user

Field	Description
Users	Total number of unique users (both new and returning)
New users	Number of users visiting for the first time
Returning users	Number of users who have visited before

Field	Description
Monetized pageviews	Number of unique pageviews that showed at least one ad
Monetized pageviews / session	Average number of monetized pages viewed per session
Monetized pageviews / user	Average number of monetized pages viewed per user
Ad impressions / pageview	Average number of filled ad impressions shown per pageview (ad density)
Ad requests / pageview	Average number of ad requests (filled + unfilled) per pageview
Ad units / pageview	Average number of ad units loaded per pageview (initial loads only)

Field	Description
Monetized sessions	Number of unique sessions that saw at least one ad
Monetized sessions / user	Average number of monetized sessions per user
Ad impressions / session	Average number of filled ad impressions shown per session
Ad requests / session	Average number of ad requests (filled + unfilled) per session
Ad units / session	Average number of ad units loaded per session (initial loads only)

Field	Description
Monetized users	Total number of unique users who saw at least one ad
Monetized new users	Number of first-time visitors who saw at least one ad
Monetized returning users	Number of returning visitors who saw at least one ad

Field	Description
Bid requests	Total number of bid requests sent to bidders
Bid responses	Total number of bid responses received from bidders
Bids returned	Total number of bids returned by bidders
Bids won	Total number of bids that won the auction
Bid rate	Percentage of bid responses that included a bid
Response rate	Percentage of bid responses that included a bid
Win rate	Percentage of bids that won the auction
Avg. time to respond	Average time in milliseconds for bidders to respond to bid requests
Avg. floor price	Average floor price for bid requests
Avg. bid CPM	Average CPM of bids returned by bidders
Bid revenue	Total revenue from winning bids