You can create a historical report with additional inventory metrics to help you understand fill rate.
Jump to a section of the article:
- Create a report for sell-through
- Review metrics and dimensions for sell-through
- Video Solutions for sell-through
Create a report for sell-through
- Sign in to Google Ad Manager.
- Click Reporting, then Interactive reports.
- Click Create my own report.
The "Historical" report type is selected by default. - Enter a meaningful name for the report, and select a date range.
To learn more about report setup, visit Create an Interactive report. - Select one or more dimensions and metrics.
View the metrics available to determine sell-through, and the dimensions that support those metrics. - (Optional) Next to
, click Add filter and select filters to narrow the results of your report.
For video inventory, you can choose the Video ad break type to narrow your results to "Single ad video requests" or "Optimized pod video requests".
For more details, go to Video Solutions for sell-through.
- (Optional) To receive the report on a regular basis, schedule the report.
- Review the results.
Review metrics and dimensions for sell-through
| Metric category | Metric |
|---|---|
| Total | Total ad requests
The sum of all ad requests. It is equal to the sum of "Unfilled impressions" and "Total code served count". For single ads, each request is counted once.
Note: The final sum may not be accurate if you use optimized pods. For optimized pods:
|
| Total fill rate Formula: (# Total impressions) ∕ (# Total ad requests) |
|
| Total responses served The total responses served to an ad request. |
|
| Total unmatched ad requests Total requests where no ad was selected. Calculated from the unfilled time for optimized pods. |
|
| Ad server | Ad server responses served Ad requests that were filled by Ad Manager ads. |
| AdSense | AdSense responses served Ad requests that were filled by AdSense ads. |
| Ad Exchange | Ad Exchange responses served Ad requests that were filled by Ad Exchange ads. |
| Dimension category | Dimensions |
|---|---|
| Time unit |
|
| Inventory |
|
| Platform |
|
| Video |
|
| Geography |
|
The metrics used to determine sell-through are unavailable if any "Delivery" dimensions are added to your report.
Video Solutions for sell-through
You can run a sell-through report to specifically understand video fill rate. This report can be used with any video inventory, including display ads, single video ads, and video pods. For optimized pods, it includes total ad requests and unmatched ad requests, calculated from the unfilled time in the pod.
Tip: By default, Ad Manager uses 30 seconds as the unfilled duration used to report on unmatched ad requests. For example, using the network default of 30 seconds, an optimized pod with an unfilled duration of 2 minutes will be considered to have 4 unmatched ad requests in reporting.
To adjust this setting, click Admin, then Video and audio, and then scroll down to "Ad opportunity duration," and enter a value.
How video sell-through metrics are calculated
The values for video sell-through metrics are calculated per optimized pod, based on the number of filled ads and the unfilled duration of the pod. Each ad that serves in an optimized pod is counted as an "Ad server responses served," and the "Total unmatched ad requests" are calculated by dividing the unfilled duration of matched requests by a network constant default value of 30 seconds. You can view an example in the following section.
- Ads are requested for a 120-second optimized pod.
- Three ads serve to the optimized pod:
[30 second ad] + [20 second ad] + [20 second ad] = [70 seconds filled]
Calculations
Total unmatched ad requests
[ unfilled duration / "Ad opportunity duration" value ] *
[ 120 - 70 ] / [ 30 ] = 1 unmatched ad request **
Total ad requests
[ total responses served + unmatched ad requests ]
[ 3 + 1 ] = 4 total ad requests
* The network-level value set for the "Ad opportunity duration" (under "Video and audio" in "Admin"). The default 30 seconds is used for this example.
** Only whole values are counted; any remainder is not reported.