AdMob Network Guide
I have just started using AdMob in my applications and I am a little unsure about different terms (such as "Requests", "Impressions", etc.) and what they mean in Network Report. For example:
While I did find some information on what some of these terms mean, a complete guide to it would be more helpful.
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AdMob Terms Guide:
Requests
This is the number of requests your application has requested to serve an ad (not to be confused with Impressions). They will depend on the number of users of your application and the number of updates.
Impressions
Impressions are the number of times a single ad has been shown in your app. Please note that it is possible to have many queries for your ad, but there may not be ads available to serve, which will result in lower metrics.
Fill Level
This is the percentage that shows how often ads are shown (for example, how often they fill). In other words, the number of impressions is divided by the number of requests. For example, if your app has 50 ad requests and 50 impressions, that means your ad is displayed 50 times out of 50 times (i.e. 100%) it requested ads. However, if you have 5 impressions but 35 requests, your fill rate will be 5/35 (~ 14.29%). You can calculate this simply using the following formula:
Impressions ÷ Inquiries × 100
Clicks
This is completely understandable: this is the total number of times users click on the ads shown in your app.
CTR
"CTR" is an abbreviation for "Click Rate". An impression CTR is a percentage that shows how often ads are clicked in your app. Let's say I have 2 clicks and 46 impressions, my CTR Impression will be around 3.03%. It can be calculated with the following formula:
Clicks ÷ Impressions × 100
So in my example 2 divided by 46 and then multiplied by 100 will give me ~ 3.03, which is my CTR Impression.
RPM query
"RPM" means "Revenue per Million" or "Revenue Per Thousand" (mille means a thousand Latin words). In this case, we mean revenue per 1000 requests. As far as I know, this can be changed depending on various factors such as advertising.
RPM
Impression RPM refers to revenue per 1,000 impressions. As a query RPM, RPM Impression is an example of the estimated profit you will receive for every 1000 impressions. According to the AdMob help page, "It is calculated by dividing your estimated income by the number of page views, impressions, or queries you received and then multiplying by 1000." As with the request RPM, this value can be changed.
Estimated Profit
This is your estimated balance for the selected time / date period (in the image posted in your question, the time and date period can only be seen in the upper right corner of the image). Every month your estimated income is checked for accuracy, so it can be changed, just like with RPM. There is no easy way to calculate this figure because it depends on many different factors. The way AdMob works is similar to the auction system (as this answer explains ). The more money other developers pay for ads, the more likely they are to appear in apps. This means that the revenue you receive per click depends on the ad and can vary greatly.
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