Google Ad Manager: Most-used fields

The total number of impressions delivered by AdSense ads that were technically capable of measuring viewability. These impressions are associated with an Active View-enabled ad tag and have successfully communicated with Google's servers.

The number of AdSense ad impressions that Active View technology was actually able to measure for viewability. This is a subset of all eligible impressions.

The number of AdSense ad impressions that were considered viewable according to MRC standards. These are a subset of measurable impressions, meaning they appeared within a user's browser and had the opportunity to be seen, based on criteria like percentage of pixels visible and duration.

The number of impressions delivered by an AdSense ad for line item-level dynamic allocation. This metric corresponds to 'AdSense impressions' in the Ad Manager UI.

The number of impressions delivered by an AdSense ad for line item-level dynamic allocation that specifically matched explicit custom criteria targeting.

The domain name of the advertiser.

The unique identifier of the advertiser.

The name of the advertiser.

The industry vertical or category of the advertiser (e.g., Automotive, Retail).

The number of Ad Exchange ad impressions that were eligible to be measured by Active View.

The number of Ad Exchange ad impressions that Active View technology was actually able to measure for viewability. This is a subset of all eligible Ad Exchange impressions.

The percentage of Ad Exchange Active View measurable impressions that were actually viewable.

The number of clicks recorded for Ad Exchange ads at the line item level.

The number of impressions delivered by an Ad Exchange ad for line item-level dynamic allocation. This metric corresponds to 'Ad Exchange impressions' in the Ad Manager UI.

The number of impressions delivered by an Ad Exchange ad for line item-level dynamic allocation that specifically matched explicit custom criteria targeting. This metric corresponds to 'Ad Exchange targeted impressions' in the Ad Manager UI.

The average duration, in milliseconds, that an ad server impression was viewable according to Active View metrics.

The count of ad server impressions for which Active View measurement was possible.

The count of ad server impressions that were considered viewable based on Active View standards.

The total revenue generated from all ad impressions served by the ad server.

The total gross revenue generated from all ad impressions served by the ad server, before any deductions.

The total number of clicks recorded on ads served by the ad server.

The revenue generated from ad server impressions billed on a Cost-Per-Day (CPD) basis.

The revenue generated from ad server impressions billed on a Cost-Per-Mille (CPM) or Cost-Per-Click (CPC) basis.

The gross revenue generated from ad server impressions billed on a Cost-Per-Mille (CPM) or Cost-Per-Click (CPC) basis, before any deductions.

The click-through rate (clicks divided by impressions) for ads served by the ad server.

The total number of ad impressions served by the ad server.

The dimensions (width x height) of the ad creative.

The unique identifier for the type of ad.

The name associated with the type of ad.

The specific ad unit within the inventory hierarchy where the ad was displayed.

The unique identifier for the ad unit.

The name of the ad unit.

The unique identifier for the buyer network associated with programmatic ad transactions.

The name of the buyer network associated with programmatic ad transactions.

The name of the mobile carrier network through which the ad was served.

Categorizes reporting data by channels, which represent logical groupings of inventory within the Ad Manager platform. This dimension corresponds to 'Channel' in the Ad Manager UI and is compatible with the Historical report type, enabling analysis of ad performance within defined channels.

The ISO-3166-1 alpha-2 country code associated with a geographic target. This code represents the country where an ad request originated or was targeted.

The unique ID for a country used in targeting criteria. This dimension breaks down reporting data by this ID, and the country name is automatically included in the report.

The human-readable name of the country. This dimension breaks down reporting data by country name and can be used for filtering, with the country criteria ID also automatically included.

The unique identifier for the creative.

The name of the creative.

The dimensions (width x height) of the creative as defined in the system.

The actual dimensions (width x height) of the creative that was served.

The type of creative that was served (e.g., image, HTML5, video).

The specific date for which the report data is aggregated.

The unique identifier for the demand channel through which the ad impression was generated.

The name of the demand channel through which the ad impression was generated.

The unique identifier for the category of device used (e.g., desktop, tablet, mobile).

The name of the device category (e.g., Desktop, High-end mobile device, Tablet).

Indicates if a creative restriction was applied during the forecast to limit eligible creatives.

Indicates if a creative restriction was explicitly excluded from the forecast calculation.

The system-determined status of the line item (e.g., active, paused, completed, draft).

The method by which the publisher is paid for the line item (e.g., CPM, CPC, CPD, Flat Rate).

The end date and time when a specific creative associated with a line item is scheduled to stop serving.

The start date and time when a specific creative associated with a line item is scheduled to begin serving.

An indicator showing the current pace or status of a line item's delivery.

The method used to distribute the delivery of a line item over its duration (e.g., Evenly, Frontloaded).

The date and time when the line item is scheduled to stop serving.

The limit on how many times an individual user can see an ad from this line item within a given period.

The total number of impressions or clicks targeted for delivery by the line item.

The unique identifier for the line item.

The labels (categories or attributes) that have been applied to the line item.

The name of the line item.

The booked revenue for line items that are not based on a Cost-Per-Day (CPD) pricing model.

The numerical priority assigned to the line item, influencing its serving order against other line items.

The date and time when the line item is scheduled to begin serving.

The classification of the line item, such as Sponsorship, Standard, Network, Bulk, Price Priority, House, or AdSense.

The month and year of the ad event.

The unique ID that identifies a specific version of an operating system. This ID is used for targeting and reporting on ad delivery across different OS versions.

The human-readable name of a specific operating system version. This name helps identify and report on ad performance across various OS versions.

The advertising agency associated with the order.

The unique identifier for the advertising agency associated with the order.

The date and time when the order is scheduled to conclude.

The unique identifier for the order.

The labels (categories or attributes) that have been applied to the order.

The name of the order.

The salesperson responsible for the order.

The date and time when the order is scheduled to begin.

The ad operations professional responsible for implementing and managing the order.

The classification of an order, which is a grouping of line items in Google Ad Manager.

The unique identifier for the ad placement.

The name of the ad placement.

The name of the programmatic channel that served the ad.

The unique ID for a geographic region used in targeting criteria. This dimension breaks down reporting data by this ID, with the region name automatically included in the report.

The human-readable name of a geographic region. This dimension breaks down reporting data by region name and can be used for filtering, with the region criteria ID also automatically included.

The method or classification of an ad request sent to the ad server. This can include various types of requests, such as standard ad requests, delayed-impression requests, or those for real-time video.

The unique identifier for the salesperson.

The total number of impressions that were sampled and measured by Active View.

The total number of impressions viewed on the user's screen.

The total number of conversion events recorded across the network.

The total number of ad requests that were not filled with an ad across all inventory.

The total revenue generated from all sources at the line item level.

The total number of clicks generated by line items.

The total revenue generated from Cost-Per-Mille (CPM) and Cost-Per-Click (CPC) models at the line item level.

The total number of impressions recorded for ads at the line item level.

The total number of impressions delivered to unique users within a specific reach report. This metric helps to understand the unique audience reached by ads.

The total number of times viewers chose to skip a video ad.

Indicates that a video ad was played to 100% completion.

Indicates that a video ad began playing.

The number of ad units (impressions or clicks) that are available for a given line item based on forecasting.

The cost per unit defined for the line item.

The method by which the publisher is paid for the line item (e.g., CPM, CPC, CPD, Flat Rate).

This field defines the dimensions (sizes) expected for creatives associated with a Line Item. Creatives linked to the Line Item must have sizes that are a subset of the specified creative placeholders.

Custom key-value pairs associated with an entity, providing additional configurable attributes.

The number of ad units (impressions or clicks) that have been successfully delivered for a line item to date.

This field specifies the type of discount applied to the cost of booking a Line Item. Discounts can be an ABSOLUTE_VALUE (a fixed amount) or a PERCENTAGE of the Line Item's cost.

Describes the type of discount applied to the cost of a line item. This can be either an absolute monetary value or a percentage of the line item's cost.

A unique identifier for the entity as recognized by an external system or integrated platform.

The end date for the period covered by the forecast.

The date on which the inventory forecast was generated.

The start date for the period covered by the forecast.

The unique system-generated identifier for a specific entity.

The classification of the line item, such as Sponsorship, Standard, Network, Bulk, Price Priority, House, or AdSense.

The number of ad units (impressions or clicks) that matched the targeting criteria of the line item.

The human-readable name of the entity.

The unique identifier of the advertiser associated with the order.

The name of the advertiser associated with the order.

The labels (categories or attributes) that have been applied to the order.

Custom key-value pairs associated with the order, providing additional configurable attributes.

Custom key-value pairs associated with the order, providing additional configurable attributes.

The date and time when the order is scheduled to conclude.

The unique identifier for the order as it exists in an external order management system.

The unique identifier for the order.

The name of the order.

The purchase order (PO) number associated with the order.

The date and time when the order is scheduled to begin.

Represents the various types of units that can be used for forecasting or setting delivery goals within Google Ad Manager. These units determine how inventory is measured and reserved for line items, such as impressions, clicks, or completed views.

The numerical priority assigned to the line item, influencing its serving order against other line items.

Specifies targeting based on the platform where the ad request originated (e.g., Web, Mobile Web, Mobile Application).

The number of ad units (impressions or clicks) that are reserved by competing line items, impacting availability.

The end date and time when an ad or campaign stopped serving.

The start date and time when an ad or campaign began serving.

Defines the specific ad inventory (e.g., ad units, key-values, geographical locations) that a line item is configured to target for ad delivery.

The type of unit used for pricing or inventory, such as impressions, clicks, or time.

Specifies targeting based on the position of the video ad within video content (e.g., pre-roll, mid-roll, post-roll).