The Ads Activity report supports several user metrics that are correlated with ads performance. Supported user metrics have a component that includes active users (AU), ad viewers (AV), or both. To view user metrics in the Ads Activity report, you must link your app to a Firebase project.
The table below outlines all supported user metrics in the Ads Activity report and their user metric components.
|
Metric |
Variant |
Definition |
User metric components |
|---|---|---|---|
|
Active users |
Active users (AU) (cumulative) |
The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date. |
AU |
| Daily active users (DAU) (average) |
The number of unique users who have opened the app, aggregated by date. Note: When the date dimension isn't selected, DAU is calculated as an average of daily DAU values in the date range. |
DAU | |
|
Ad viewers |
Ad viewers (AV) (cumulative) |
The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date. Note: The number of AVs must meet a minimum threshold before data can be shown. This means you may see zero AV even when the number of impressions is not zero.
|
AV |
| Daily ad viewers (DAV) (average) |
The number of unique users who have viewed ads, aggregated by date. Note: The number of AVs must meet a minimum threshold before data is displayed. This means you might see 0 (zero) AVs even when there are impressions. When the date dimension isn't selected, DAV is calculated as an average of daily DAV values in the date range. |
DAV | |
|
Ads ARPU |
Ads ARPU (cumulative) |
The average revenue per user (ARPU) from ad revenue. It’s calculated by:
ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. Important: This metric only includes Google Analytics integrated earnings. |
AU |
| Ads ARPDAU (average) |
The average revenue per daily active user (ARPDAU) from ad revenue. It’s calculated by:
Note: When the date dimension isn't selected, ARPDAU is calculated as an average of daily ARPDAU values in the date range. ARPU is calculated using cumulative unique users in the date range, so you may notice a difference between ARPU and ARPDAU in the Summary row. Important: This metric only includes Google Analytics integrated earnings.
|
DAU | |
|
Ads ARPV |
Ads ARPV (cumulative) |
The average revenue per viewer (ARPV) from ad revenue. It’s calculated by:
Important: This metric only includes Google Analytics integrated earnings. |
AV |
| Ads ARPDAV (average) |
The average revenue per daily ad viewer (ARPDAV) from ad revenue. It’s calculated by:
Note: When the date dimension isn't selected, ARPDAV is calculated as an average of daily ARPDAV values in the date range. Important: This metric only includes Google Analytics integrated earnings.
|
DAV | |
|
Imps / AU |
Imps / AU (cumulative) |
The average number of ads seen by an active user. It’s calculated by:
This is sometimes known as ad density or ad load. Important: This metric only includes Google Analytics integrated impressions. |
AU |
| IMPDAU (average) |
The impressions per daily active user (IMPDAU). It’s calculated by:
This is sometimes known as ad density or ad load. Note: When the date dimension isn't selected, IMPDAU is calculated as an average of daily IMPDAU values in the date range. Important: This metric only includes Google Analytics integrated impressions.
|
DAU | |
|
Imps / AV |
Imps / AV (cumulative) |
The average number of ads seen by an ad viewer. It’s calculated by:
Important: This metric only includes Google Analytics integrated impressions. |
AV |
| IMPDAV (average) |
The impressions per daily ad viewer (IMPDAV). It’s calculated by:
Note: When the date dimension isn't selected, IMPDAV is calculated as an average of daily IMPDAV values in the date range. Important: This metric only includes Google Analytics integrated impressions.
|
DAV | |
|
Ad viewer rate |
Ad viewer rate (cumulative) |
The percent of active users who have viewed ads. It’s calculated by:
|
AU & AV |
| Daily ad viewer rate (average) |
The percent of daily active users who have viewed ads. It’s calculated by:
Note: When the date dimension isn't selected, daily ad viewer rate is calculated as an average of daily ad viewer rate values in the date range. |
DAU & DAV |
Google Analytics Integrated Data
User metrics reported in AdMob are calculated only using data from apps linked to Firebase that can be attributed to an active user tracked by Google Analytics. We refer to this data as “Google Analytics integrated” (GA4 integrated).
Example
In this example, Google Analytics tracks 3 active users and attributes 4 impressions between these users. AdMob reporting displays 6 impressions, which means there are 4 impressions that are GA4 integrated and 2 impressions that are not.
|
Active user |
Impressions (GA4 integrated) |
Impressions (AdMob reported) |
|---|---|---|
|
user 1 |
1 |
6 |
|
user 2 |
2 |
|
|
user 3 |
1 |
There are several instances where active users may not have GA4 integrated data:
- Users of apps not linked to Firebase
- Users that do not provide analytics consent
To ensure user metrics are not inflated, user metrics calculated from earnings or impressions do not use values from AdMob but instead use GA4 integrated values. For example:
- Imps / AV may not precisely match impressions divided by ad viewers (AV). It’s likely only a subset of impressions may be GA4 integrated.
- Ads ARPU may not precisely match estimated earnings divided by active users (AU). It’s likely only a subset of estimated earnings may be GA4 integrated.
Example
In this example, 90 impressions are GA4 integrated and 10 impressions are not integrated. AdMob will report a total of 100 impressions.
|
Ad Viewers (AV) |
Impressions |
Imps / AV |
|---|---|---|
|
10 |
100 |
9 |
While it may appear the Imps / AV should be 10 (100 imps / 10 AV), this is not accurate. AdMob will more accurately display a value of 9 (90 imps / 10 AV). It’s not accurate to report Imps / AV as 100 / 10 because the actual number of viewers for these 100 impressions is not known. The 10 unintegrated impressions could have come from 1 ad viewer or 10 different ad viewers.
Metric breakdowns
When selecting metrics and dimensions together, the metrics are broken down by the selected dimensions into different rows. For example, if an app has 100 impressions over the last 7 days, selecting the "impressions" metric alongside the "format" dimension can produce the following breakdown.
|
Format |
Impressions |
|---|---|
|
App open |
50 |
|
Rewarded |
50 |
Breakdowns for user metrics are applied differently depending on the metric components and dimensions selected. If a user metric has an active user component, this component will not be broken down by dimensions tied to viewing ads.
|
Dimension Type |
Dimensions |
Breakdown behavior |
|---|---|---|
|
Not tied to viewing ads |
|
Breakdown all metric components |
|
Tied to viewing ads |
|
Breakdown all metric components except AU Impacted metrics
|
|
Unsupported |
|
No compatibility. These dimensions cannot be selected with user metrics. |
Breakdown Example
|
Active Users (AU) |
Impressions |
Imps / AU |
|---|---|---|
|
10 |
100 |
9 (90 imps / 10 AU) |
If country is selected. Country is not tied to viewing ads, so the AU component of Imps / AU is broken down between countries:
|
Country |
Active Users (AU) |
Impressions |
Imps / AU |
|---|---|---|---|
|
US |
2 |
20 |
10 (20 imps / 2 AU) |
|
CA |
4 |
40 |
8.75 (35 imps / 4 AU) |
|
MX |
4 |
40 |
8.75 (35 imps / 4 AU) |
If format is selected. Format is tied to viewing ads, so the AU component of Imps / AU is not broken down between formats:
|
Format |
Active Users (AU) |
Impressions |
Imps / AU |
|---|---|---|---|
|
App Open |
10 |
10 |
0.8 (8 imps / 10 AU) |
|
Rewarded |
10 |
40 |
3.6 (36 imps / 10 AU) |
|
Interstitial |
10 |
50 |
4.6 (46 imps / 10 AU) |
If format is selected and a complete metric breakdown is desired, you can select the analogous ad viewer metric. In this example, Imps / AV instead of Imps / AU
|
Format |
Ad viewers (AV) |
Impressions |
Imps / AV |
|---|---|---|---|
|
App Open |
1 |
10 |
8 (8 imps / 1 AV) |
|
Rewarded |
4 |
40 |
9 (36 imps / 4 AV) |
|
Interstitial |
5 |
50 |
9.2 (46 imps / 5 AV) |
