Reporting glossary

Programmatic and Wrapper time presets, dimensions, and metrics are described below. The structure and order below follows the structure and order in the Create a Report page of the Analytics UI. To access the Create a Report page: Analytics > Report Builder. 

Programmatic reports

Programmatic time presets, dimensions, and metrics are described in this section. For wrapper descriptions see below.

Time presets

Programmatic reporting time presets are described in the following table. For wrapper time preset see below.

Time presets

TodayView reporting for today only. This preset can't be select when Date is also selected.
YesterdayReport will generate data for yesterday.
Last 7 DaysReport will generate data for the last 7 days.
Last 30 DaysReport will generate data for the 30 days.
Last WeekReport will generate data for the last week.
This MonthReport will generate data for this month.
Last MonthReport will generate data for last month.
Quarter-to-DateReport will generate data for this quarter to date.
CustomReport will generate data based on the time internal you choose.

Dimensions

Programmatic reporting dimensions are described in the following tables. See wrapper reporter dimensions below.

You can select up to ten dimensions, but only five will display in the report. Dimensions can also be used as filters. This is useful if you don't want to view data for a dimension in a report, but want to use it to filter the values of other dimensions.


Time units

Date

Date (in the YYYY-MM-DD format) on which an impression was requested.

Hour

Time at which an impression was received. Format is YYYY-MM-DD'T'HH. This dimension can only be used for records generated in the last 48 hours.

Month

Month (YYYY-MM-format) at which an impression was received.


Ad attributes

Ad Format

Type of ad associated with the impression (example: video, display).

Ad Size

Size of ad associated with the impression (example: 200x800).


Buyer

Ad Network (Group)

Name of the ad network that monetized the impression.
Ad Network (Variant)Name of the ad network's campaign that monetized the impression.
AdvertiserName of the advertiser associated with the ad.
Advertiser DomainDomain name of the advertiser, also referred to as the web address. The domain is identified by the landing page of the impression displayed.
BuyerName of the ATD, agency, or buyer associated with the DSP that won the impression.
CampaignName of the campaign associated with the ad.
CategoryCategory of the advertiser.
DSPName of the DSP that won the impression.
DealName of the marketplace deal that won the impression.


General

Channel

Sale channel through which the impression was won (example, PMP, RTB).

Platform

Platform through which the impression was requested (example: mobile, web).


Geography

Country

Country from which an impression was requested.


Inventory

Ad Tag

Name of the ad tag used when an impression was requested.

Cookie Bid

Indicates whether the DSP's cookies were dropped when an impression was requested.

Fold Position (placement)Fold position associated with the ad tag used when an impression was requested.
Placement Type


SectionSection of the site from which an impression was requested.
Secure StatusIndicates whether the inventory is secure.
SiteURL of the site from which an impression was requested.
VerticalCategory of the site from which an impression was requested.


Mobile

Mobile - Device ID Present

Indicates whether the device ID is present in the impression requests.

Mobile - Device ID Type

Type of device ID on which the impression was generated.

Mobile - Device TypeType of device on which impression was generated.
Mobile - Geo SourceSource that provided the device's geographic location.
Mobile - Lat/LongIndicates whether the device's latitude/longitude details were included in the impression request.


Video

Video Error

Video error code. Includes the IAB VAST codes along with the PubMatic custom video error codes that provide more granularity for debugging.

Metrics

A note about sampled metrics

The results for certain metrics are estimates based on sampled data, which means our sampling framework looks at a subset of data to return   meaningful insights for the larger data set.

In  data analysis,  sampling is a statistical analysis technique used to analyze a representative subset of data to derive meaningful insights from a larger data set.   For example,  it’s  not only extremely costly, but  nearly impossible  to study a whole population  for a survey. However, if we identify an appropriate subset  of the population and study them to derive the insight for the overall population, it can work very well.   

If you have any questions or concerns, feel free to reach out to your PubMatic customer success manager.

This section provides programmatic metric descriptions. 

Viewability metrics

Measurability %

Percentage of measurable impressions.

Measured impressions

The number of impressions where viewability was measurable.

Total sampled impressionsThe number of impressions tracked by PubMatic for viewability.
Viewability %Percent of viewable impressions
Viewable impressionsThe number of valid impressions that were viewable under the MRC standard.


Standard metrics

Click Through Rate

The percentage of times an ad is clicked after it's been viewed.

Formula: CTR = (clicks ÷ impressions) x 100. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

ClicksNumber of paid impressions that were clicked.
DefaultsNumber of impressions not served (defaulted) by an ad network configured in the PubMatic system. 
Overall Passback ImpressionsNumber of impressions sent back to the publisher's passback networks because they were not monetized by the ad networks configured in the PubMatic system.
Paid ImpressionsNumber of paid impressions.
Queries Per SecondTotal number of queries received per second. This is an estimate based on sampled data.
SpendSpend generate by an impression request.
Timeout Rate

Rate at which an ad timed out or failed to load. This is an estimate based on sampled data.

Formula: Timeout Rate = (Number of timeouts / Total number of requests to the DSP) x 100

Total RequestsTotal number of impressions, including defaulted impressions, sent by the publisher to the PubMatic system.
eCPMeCPM stands for 'effective cost per mille' and is used to describe the ad revenue generated per 1,000 ad impressions.


Passback impressions

Bot Passback ImpressionsNumber of impressions passed back to the publisher because requests came from a web bot.
Net Passback ImpressionsNumber of impressions passed back to the publisher's network because they were not monetized by the ad networks configured in the PubMatic system.
Non Approved Passback ImpressionsNumber of impressions passed back to the publisher because its site URL was either: 1) not included in the publisher's allowlisted domains, or 2) included in the global supply-side blocklist.

PubMatic bids

Avg. PubMatic Bid eCPMAverage CPM of the bid responses from PubMatic.
PubMatic Bid amountPotential revenue generated by all PubMatic bid responses.
PubMatic Bid Loss RateHow often PubMatic bid responses lose to others.
PubMatic Bids (Unique)Number of non-zero responses to the publisher. This metric shows the impression requests for which PubMatic responded with non-zero bid responses.
PubMatic Multi-BidsNumber of non-zero responses to the publisher. If there is more than one bid response for an impression request, this metric will account for all bid responses.

Video metrics

25% ViewCount of impressions that completed 25% of the video ad.
50% ViewCount of impression that completed 50% of the video ad.
75% ViewCount of impression that completed 75% of the video ad.
CompletedCount of completed video ads .
Video ClicksVideo click count.
Video Error CountVideo error count.
View Through RatePercentage of impressions that completed 100% of the video ad.

Total bids

Total Bid requests for DSPTotal number of bid requests sent by PubMatic to a DSP. This is an estimate based on sampled data.

Non-zero bids

Non-zero bid responsesNumber of bids in responses from demand partners that had a non-zero bid value. Indicates bid responses intended to participate in the auction. This is an estimate based on sampled data.
Non-zero bids receivedNumber of bids in responses from demand partners that had a non-zero bid value. In case of multi-bid responses, each non-zero bid in the response is counted individually.
Total bid amountAmount of total bid responses received by the PubMatic system. This value is calculated as:
Total bid responses x Avg. bid eCPM This is an estimate based on sampled data.

Average bids

Avg. Bid eCPM for AdvertiserAverage CPM of the bid responses associated with an advertiser.
Avg. Bid eCPM for BuyerAverage CPM of the bid responses associated with an buyer.
Avg. Bid eCPM for DSPAverage CPM of the bid responses associated with an DSP. This is an estimate based on sampled data.

Bid rate

Bid rate (%) for DSP

Number of bids responded as % of bid request sent. This is an estimate based on sampled data.

The formula: (nonZeroBidResponses / totalBidRequests) x 100

Bid win rate for advertiser

As advertiser's paid impressions divided by non-zero bids received, expressed as a percentage.

The formula: (paid impressions x 100) / non-zero bids received

Bid win rate for buyer

A buyer's paid impressions divided by non-zero bids received, expressed as a percentage.

The formula: (paid impressions x 100) / non-zero bids received

Bid win rate for DSP

A DSP's paid impressions divided by non-zero bid responses, expressed as a percentage. This is an estimate based on sampled data.

The formula: (paid impressions x 100) / non-zero bid responses


Lost bids amount

Lost Bid Amount (creative block)Amount of bid responses that lost to the winning bid response in the creative block.
Lost Bid Amount (auction)Amount of bid responses that lost to the winning bid response in the auction.
Lost Bid Amount (blocklist)Amount of bid responses that lost to the winning bid response in the Brand Control blocklist.
Lost Bid Amount (deal allowlisted flag)Amount of the bid responses that lost because of the advertiser's associated category/name/domain was not included in the Marketplace Deals' allowlist.
Lost Bid Amount (floor)

Amount of the bid responses that lost because their value was below the floor set in the Marketplace Rule Manage.


Lost bids count

Lost Bid Count (creative block)Number of bid responses that did not win the impression because of a creative block.
Lost Bids (auction)

Number of bid responses that did not win the impression (lost to other bid responses from DSPs and ad networks).

Lost Bid (blocklist)

Number of bid responses that did not win the impression because the attributes were either included in the publisher's blocklist or not included in the publisher's allowlist.

Lost Bid (deal allowlisted flag)Number of bid responses that did not win the impression because the associated Marketplace Deal's allowlist did not include the advertiser associated with the bid.

Lost Bid (floor)

Number of bid responses that did not win the impression because the demand partner's bid value was below the floor set in the Marketplace Rule Manager.


Lost bids eCPM

Lost Bids eCPM (Auction)eCPM of the bid responses that lost to the winning bid response in the auction.
Lost Bids eCPM (Blocklist)

eCPM of the bid responses that lost because the advertiser's associated category/name/domain was added in the Brand Control blocklist.

Lost Bids eCPM (Deal Allowlisted Flag)eCPM of the bid responses that lost because the advertiser's associated category/name/domain was not included in the Marketplace Place deal's allowlist.
Lost Bids eCPM (Floor)

eCPM of the bid responses which lost because their value was below the floor set in the Marketplace Rule Manager.

Lost Bids eCPM for AdvertisereCPM of the bid responses associated with an advertiser that lost the impressions.
Lost Bids eCPM for BuyereCPM of the bid responses associated with a buyer that lost the impressions.
Lost Bids eCPM for DSPeCPM of the bid responses associated with a DSP that lost the impressions. This is an estimate based on sampled data.


Total lost bids

Lost bids total amount

Total amount of the bid responses that lost due to a reason other than that described in the Lost bids Amount (Auction) metric.
Total Lost bids for AdvertiserTotal number of advertiser bid responses that did not win the impressions.
Total lost bids for BuyerTotal number of buyer bid responses that did not win the impressions.
Total lost bids for DSPTotal number of DSP bid responses that did not win the impressions. This is an estimate based on sampled data.

Wrapper reports

This section provides descriptions for PubMatic Wrapper Time Presets, Dimensions, and Metrics. See Reporting glossary#Programmatic descriptions above.

Time presets

Time presets

TodayView reporting for today only. This preset can't be select when Date is also selected.
YesterdayReport will generate data for yesterday.
Last 7 DaysReport will generate data for the last 7 days.
Last 30 DaysReport will generate data for the 30 days.
Last WeekReport will generate data for the last week.
This MonthReport will generate data for this month.
Last MonthReport will generate data for last month.
Quarter-to-DateReport will generate data for this quarter to date.
CustomReport will generate data based on the time internal you choose.

Dimensions

This section provides a description for all reporting programmatic dimensions. See Reporting glossary#Programmatic dimensions below.

Wrapper

Partner

SSP/Exchanges whose header tag is included in the wrapper.

Profile

Defines inventory for the wrapper. Includes configuration settings for the OpenWrap.

Profile VersionA version of a profile. Refers to the settings included in the profile. One profile can include multiple versions (only one can be the live version in production).
Server/ClientAd requests go first to an OpenWrap server, which then sends them to partners. Server-side request processing can speed web page loading but can reduce user match rate compared to client-side processing.

Time internals

Date

Date (in the YYYY-MM-DD format) on which an impression was requested.

Hour

Time (in the 24-hour HH format) at which an impression was received. This dimension can only be used for records generated in the last 48 hours.

Metrics

Standard metrics

Avg. Latency (ms)

Average time taken for a demand partner to respond to a bid request.

Bid RateThe number of bids that occurred in an auction.
Bid eCPMAverage bid amount in CPM units.
Fill Rate

Fill rate = number of ads delivered / number of ads requested

Monetized ImpressionsNumber of monetized impressions.
Monetized eCPMAverage price for monetized impression in CPM units.
RequestsTotal number of impressions sent by the publisher to the PubMatic system.
Responses

Total number of bid responses received from demand partners.

Gross Revenue

Gross Revenue is generated by the winning impressions. It's computed using the bid amount before bid adjustment at the wrapper.  Whether this number is gross or net revenue depends on whether the demand partner is bidding into the wrapper using gross or net bids.

Other key points to know about Gross Revenue reporting:

  • PubMatic reports whatever is passed from SSPs.
  • We recommend configuring OpenWrap net reporting.
  • IF an SSP cannot pass a net bid, the publisher can adjust the bid value by your % rev share. When this is done, reporting will reflect the post-bid-adjusted value. 
  • If SSP IS sending net from the get-go, you do not need to adjust the bid, and Pubmatic wrapper reporting will reflect that net value we received from the SSP. 
S2S Match RatePercentage of ad requests that have a user ID.
Timeout RatePercentage of ad requests that timed-out.
TimeoutsNumber of ad requests that timed-out.
Win RateWin rate = number of impressions won / the number of impressions bid

Video metrics

25% ViewNumber of impressions that completed 25% of the video ad. Also referred to as first quartile.
50% View Number of impressions that completed 50% of the video ad. Also referred to as second quartile.
75% View Number of impressions that completed 75% of the video ad. Also referred to as third quartile.
CompletedNumber of impressions that completed 100% of the video ad.
View Completion Rate

Percentage of impressions that completed 100% of the video ad.

Formula: view completion rate = completed views (100%) / paid impressions for video format

Ad Pod Requests

Number of requests made for an Ad Pod.
Ad Pod Ads ReturnedTotal number of ads that were returned for an Ad Pod.
Avg. Ad Pod Ads Returned per Pod

Average number of Ad Pod ads that are returned per pod request.

Formula: Ad Pod ads returned/Ad Pod requests

Ad Pod Ad Paid ImpressionsNumber of monetized ad impressions in an Ad Pod.
Avg. Ad Pod Ad Paid Impressions Per Pod

Average number of Ad Pod ad impressions for each Ad Pod request.

Formula: Ad Pod Ad Paid Impressions/Ad Pod Requests

Ad Pod Ads Returned DurationNumber of aggregated passed, extracted, or maximum ad durations, expressed in seconds.

⇧ Top

Do you have feedback on this document? Let us know: email us.

Table of Contents