Use Historical report core dimensions & metrics

Daily breakdown of data. In Ad Manager, the data is shown in an extended format, such as Monday, January 18, 2016. The exported format is more compact, for example YYYY-MM-DD.

Note: The exported date format is based on the language and/or location associated with the Google account of the person creating the report. In reports created by other users, such as scheduled reports, the exported date format may differ from the format in reports created by you. 

Displays the full path of ad units from the root ad unit. Nested ad units follow double chevrons (">>").

Name of the placement that currently includes an ad unit associated with an impression, click, or other event. This is a flattened version of the Placement (all) dimension. Impressions, clicks, revenue, and other metrics can appear in multiple report rows. Learn more

Displays the method buyers used to access your inventory. This dimension helps you report across your entire network. Values include:

• Open Bidding Direct
• Publisher-managed Demand
• Unknown
• Ad Exchange (includes First look)
• AdSense
• Ad server (direct-sold line items)
• Mediation
• Open Bidding
• Header Bidding
• SDK Bidding
• Protected Audience seller (non-Google) ^(Deprecated)

Shows performance broken out by the technology used to request the ad. This allows for advanced troubleshooting, such as investigating discrepancies between served and downloaded impressions. Possible values are:

• AMP Ad tag
  An impression is attributed to a request from an <amp-ad> tag. This tag allows AMP Ads to load faster than standard ads or ads from other tag types. If this value is something other than "AMP Ad tag" (such as "Google Publisher Tag" or "Other"), you're likely running ads from a custom domain. You may want to replace them with <amp-ad> tags, so AMP Ads can load faster. Learn more.
• Google Publisher Tag
  An impression is attributed to the Google Publisher Tag.
• GPT Light
  An impression is attributed to the GPT Light tag.
• GPT Simple URL
  An impression is attributed to a Tagless request, which allows ads in environments where JavaScript isn’t supported.
• Video Tag
  An impression is attributed to a request from a video player.
• Mobile Ads SDK
  An impression is attributed to a request that was built through the Google Mobile Ads SDK, so the ad is on an app.
• Show Ads 
  An impression attributed to the "Show ads" synchronous tag for Ad Exchange Direct traffic.
• Ads by Google 
  An impression attributed to the "Ads by Google" asynchronous tag for Ad Exchange Direct traffic.
• Other
  Indicates less common requests, such as Video Companion ad tag.

Note that the value "Google Ad Manager Tag" is no longer in use, but shows for compatibility reasons. 

This dimension represents the "Targeted Ad Unit Size" of the creative which is served. Creative size doesn't represent the actual size of a creative being served. Since a Creative size can only be associated with filled impressions, this dimension is not compatible with the Unfilled impressions metric.

When the Creative size dimension is included in a report, companion delivery that is otherwise rolled up under master delivery is surfaced, so you may see higher totals than expected.

For yield group impressions, this will be 0x0.

This field was previously called "Creative size."

Shows performance by general groups of inventory. Possible values are:

• Web: User is viewing the content through a PC or laptop computer, or from their mobile or tablet browser.
• App: User is viewing the content through a mobile app on their smartphone or tablet. Note that Ad Manager identifies mobile apps via use of the SDK. Publishers using simplified URL tags to make requests for an app may see inconsistent results.
• AMP: User is viewing the ad on an Accelerated Mobile Page, which has been designed to load mobile web content faster.
• Other: Ad Manager can't detect where the user is viewing the content.

The size of the ad slot where creatives are served from Ad Manager or Ad Exchange. This value may differ from the creative size reported in Ad Exchange. Possible values include:

• Audio: Audio ads 
• Fluid: Google rendered Native & Fluid ads
• Interstitial: Interstitial ads
• Native: Custom rendered native ads
• Video/Overlay: Video ads
• <width>x<height>: Fixed-size ads

Any other values show as "Unknown".

Note: This dimension can't appear in the same report as the "Unfilled impressions" metric. They are incompatible.

Total impressions from the Google Ad Manager server, AdSense, Ad Exchange, and yield group partners. Learn more about how Ad Manager counts impressions.

The "Total impressions" metric does not count impressions served by companion ads. To include the number of impressions served by companion in your report, add the "Master and Companion creative" dimension available in Historical report type.

Impressions counted after the ad is downloaded in the user's device. This doesn't require that the ad content be fully loaded. This total excludes impressions from Ad Exchange and AdSense. It usually takes about 30 minutes for new impressions to be recorded and added to the total displayed here.

Total clicks served by the Google Ad Manager server, AdSense, and Ad Exchange.

Total amount of CPM and CPC revenue based on the number of units served by the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.

Ratio of revenue generated by the Google Ad Manager server in relation to the total revenue.

eCPM averaged across the Google Ad Manager server, AdSense, Ad Exchange, and third-party Mediation networks.

Average effective cost-per-thousand-impressions earned from the ads delivered by the Google Ad Manager server.

Formula: [(Ad server CPM + CPC + CPD + vCPM revenue)/Ad server impressions] x 1000

The average effective cost-per-thousand-impressions earned from the ads delivered by AdSense through line item dynamic allocation.

A percentage showing how often people who see your ad end up clicking it. Click-through rate (CTR) is total clicks, divided by total impressions, multiplied by 100. Total CTR accounts for all impressions and clicks across Ad Manager, AdSense and Ad Exchange:

Formula: (total clicks ∕ total impressions) × 100

Percentage of impressions served by the Google Ad Manager server that resulted in users clicking on an ad. 

Formula: Ad server CTR = (Ad server clicks / Ad server impressions) x 100

The percentage of impressions served by AdSense that resulted in users clicking on an ad.

Formula: (AdSense clicks ∕ AdSense impressions) × 100 

The percentage of impressions served by the Ad Exchange that resulted in users clicking on an ad.

Formula: (Ad Exchange clicks ∕ Ad Exchange impressions) × 100

Note: The "Ad Exchange CTR" metric in Historical reports and the "CTR" metric in Ad Exchange historical reports are calculated differently, and they can't be compared.