Last reviewed 13 November 2026

Reporting and yield

Reporting you can read, and yield you can improve.

Know what your impressions, fill rate, viewability and page RPM really say, reconcile estimated revenue with what's paid, and turn the numbers into practical changes.

Review my numbers →Metrics explained

70%+Viewability rate reported

35–45%Average revenue increase reported

<50msPage-load impact reported

24/7Monitoring and alerts

What you get

Visibility plus practical optimization

Revenue breakdowns

See where revenue comes from, by placement, device, geography and ad format.

Custom date ranges
Segmentation
Exports

Smart ad refresh

Viewability-based refresh with frequency capping, built to respect the Better Ads Standards.

Viewability tracking
Frequency capping
Performance thresholds

Layout and speed

Lazy loading and layout controls that keep Core Web Vitals healthy while ads load.

Adaptive lazy loading
LCP optimization
Minimal load impact

Testing and optimization

A/B tests and data-led placement decisions instead of guesswork.

A/B testing
Predictive analytics
Heatmap analysis

Alerts and reviews

Round-the-clock monitoring so sudden drops are noticed quickly.

Alert system
Regular performance reviews
Dedicated contact

API access, where available

Reporting data you can pull into your own tools.

Revenue analytics endpoints
Real-time reporting API
Webhook notifications
OAuth 2.0 authentication

Metrics explained

The reporting metrics that matter

Plain-language definitions of the figures we review with publishers.

Impressions

How many times ads were served and counted on your pages or in your app.

Fill rate

The share of ad requests that returned an ad. Low fill usually means demand or setup issues.

Viewability

The share of impressions that were actually in view. Higher viewability tends to attract better demand.

Page RPM

Revenue per thousand pageviews across all ad units on the page, a useful whole-page measure.

Estimated revenue

Reported earnings before final adjustments and invoicing, so it may change later.

Payment reconciliation

Matching reported revenue with what's actually paid, including any deductions or adjustments.

How it works

A simple optimization loop

Set a baseline

Capture your current impressions, fill, viewability, page RPM and revenue.

Find the gaps

Look for weak placements, slow pages, low-fill geographies and unexplained drops.

Test changes

Change one thing at a time with an A/B test and a clear success measure.

Review regularly

Hold a recurring review so improvements stick and surprises are caught early.

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Plain-English guide

Ad revenue metrics, explained

Ad revenue reporting turns impressions, fill and prices into a clear picture of what your inventory earns and why it changes. The two numbers most publishers start with are page RPM, the revenue per thousand page views, and eCPM, the revenue per thousand ad impressions.

The metrics that matter

Fill rate: the share of ad requests that returned an ad.
Viewability: the share of impressions that were actually seen on screen, which Ad Manager measures with Active View. Buyers pay more for viewable ads.
eCPM: revenue divided by impressions, times 1,000.
Page RPM: revenue divided by page views, times 1,000. It shows the combined effect of ad layout and prices.

Reading changes the right way

A drop in revenue can come from traffic, prices, fill or viewability, and each needs a different fix. Compare like with like: the same days of the week, the same countries and the same devices. Seasonality is normal, so expect prices to move through the year. The Google Ad Manager Help Center defines each report metric, and a readiness review can spot setup issues behind weak numbers.

Good questions

Reporting and yield questions

What is a good viewability rate?

Partner-reported averages are 70% or higher, but the right target depends on your layout, device mix and content. Trend matters more than one number.

Why does estimated revenue differ from what I am paid?

Estimates are updated as the provider applies adjustments, invalid-traffic deductions and currency effects, and payment timing differs from reporting timing.

How often should I check reports?

A quick daily glance for anomalies, a weekly look at trends and a monthly reconciliation against payments works well for most publishers.

Can I get custom reports?

Where the setup supports it, yes. Tell us what you need to see and we'll advise on how to get it.

From the blog

Guides on this topic

Every Ad revenue and metrics guide in reading order →

Keep exploring

Reporting you can read, and yield you can improve.