If you’re facing the issue of unfilled impressions in your Google Ad Manager account and you want to track the details of unfilled ads. Here you will get the complete guide how you can run unfilled impressions reports in Google Ad Manager.
What is Unfilled Impressions?
Contents
The unfilled impressions are reported in Google Ad Manager. Unfilled impressions may cause of blank ads and revenue loss for empty ad slots. An unfilled impression happens when an ad request fails to return a line item because none are eligible to serve. In this guide, we will show you how to run a report in Google Ad Manager to properly identify where unfilled impressions are going.
How to Run Unfilled Impression Report
In Google Ad Manager, go to Reporting, then Reports, and click on New Report. The report type should be Historical. We suggest that you run a report covering the last 30 days. You can also do the last 7 days or any fixed date range.
Under Dimensions, select Ad Unit (all levels). This will open the report down by each and every ad unit. Under Metrics, select both the Unfilled and Total Impressions. Next, select Ad Server Impressions. Also, select Ad Exchange Impressions and Ad Exchange Average CPM for revenue calculations.
Note that Total Impressions does not include unfilled impressions. Therefore, your percentage of unfilled impressions equals unfilled impressions divided by unfilled impressions plus total impressions.
You may now run the report and use this data to help determine your next steps, including investigating the source of unfilled impressions at the ad unit level and whether it’s caused by latency, insufficient line item setup, or something else. A great solution to minimize and fix unfilled impressions is to populate your network with widely targeted run-of-network, house, or ad exchange line items.
Benefit Of The Report
The benefit of running the unfilled impression report is that when you exactly know which ad unit is giving you the most unfilled ads you can change the ad size of that ad unit. Also, you can optimize the ad unit to reduce unfilled impressions. When you control the lost impressions definitely it will help you to boost your ad revenue.
