MoPub Analytics for Publishers

Note: MoPub Analytics reporting is not used for billing.

Logging into your MoPub Analytics account

MoPub Analytics is reserved for our premier publishers and can be access by going to https://analytics.mopub.com. A login is created for your teams’ MoPub Analytics account. If you do not have the login or password, please reach out to your account team and we will send you your login information.

Publisher Auctions Data Cube

Use the ‘[Publisher] - My Auctions’ data cube to view data on all of the auctions on your inventory. You can review data as far back as July 17, 2018. Some common use-cases include:

  • Identify trends for specific applications
  • Track net revenue over a time period
  • Review performance by country

Platform Performance Data Cube

Use the ‘[Publisher] - Platform Performance’ data cube to view data of all demand sources (Network, Marketplace, Direct sold) in one view. You can review data from 2 days ago and as far back as 7/10/2019. Some common use-cases include:

  • Track estimated revenue for all demand sources by referring to the AdServer Revenue metric at ad unit, format, ad group, and app level.
    • AdServer Revenue is estimated revenue based on MoPub ad server calculation for all demand sources (Network, Marketplace, Direct sold).
  • Review accurate revenue for supported networks by referring NR Revenue metric at the account level.
    • The label “NR” indicates this revenue metric is “Network Reported”, which means this is the revenue reported by the individual network that is being mediated through MoPub.
    • To review “NR Revenue” metric, please make sure to enable “Network Reporting” via MoPub publisher portal.
    • MoPub scrapes and aggregates NR revenue at the account level.
    • From MoPub Analytics interface, the best way to look into metrics that come from “Network Reporting” is to only select “NR Revenue”, “NR Impression” or “NR eCPM” from the “MEASURE” dropdown menu, and then select “NR Network Type”, “Country” from “SHOW” or “FILTER” without any other dimensions and measures selected. See example below:

Example

  • Review performance for all demand sources by referring Requests, Attempts, Demand source fill rate and Inventory fill rate metrics.
    • Requests metric is the number of times an ad unit has requested an ad.
    • Attempts metric is the number of times MoPub made an ad attempt to an ad demand source (network, marketplace, direct sold) for a given ad request. Some of these attempts may be counted more than once as the attempt moves through the mediation waterfall.
    • Inventory fill rate represents the number of times an ad was shown to users (impressions) compared to the number of times an ad was requested from a specific ad unit (requests). Formula: Impression / Requests.
    • Demand source fill rate represents the number of times an ad was shown to users (impressions) compared to the number of times MoPub made an ad attempt to an ad demand source (attempts). Formula: Impression / Attempts.
    • A given ad request can make multiple ad attempt to ad sources.
    • These metrics can be broken down into a variety of granularity such as ad unit, format, ad group, app, etc.

Bookmarks and Downloading Reports

While you cannot yet bookmark specific views in MoPub Analytics through the UI yet, each view generates a unique URL and can be bookmarked via the browser for later use. We recommend opening the links once a week to ensure the bookmarks are saved. MoPub Analytics also allows you to download a report up to 5,000 rows. If you need additional rows please contact your account manager.

Video Walkthrough

A three-part video series was created to walk you through how to access and use MoPub Analytics. If you are interested in additional details that aren’t covered within the series, we go into more details futher down the page beyond the videos.

Introduction to MoPub Analytics

Functionality and Features

Visualizing your Data

Auctions Metrics

Dimension Description
Net revenue estimated publisher revenue (this is not used for billing but aligns within 1-3% of your final invoice)
Auctions number of MoPub auctions. This should be roughly equivalent to the number of Marketplace attempts, which may be more or less than the number of ad requests, depending on how your waterfall is setup.
Clicks number of clicks
Auctions Won number of auctions where at least one DSP bid above your price floor
Win Rate number of auctions won / total number of auctions
Cleared number of impressions from the MoPub Marketplace
Clear Rate number of cleared / total number of auctions
CTR click-through rate
Survival Rate number of cleared / number of auctions won
eCPM estimated cost per thousand impressions within the MoPub marketplace
Winning Bid Avg the average highest bid for the selected auctions
Bid Avg the average bid for the selected auctions
Bid Max the highest bid for the selected auctions
Bid Depth Average number of non-zero bids per auction
Floor Avg the average price floor
Competitive Factor Average number of non-zero bids per auction with a winner
Uniques number of unique devices

Auctions Dimensions

Dimension Description
Inventory-related
Publisher the name of you, the publisher
Application the name of your applications
Site the name of your mobile websites
Category the application’s app store category, as selected by you on the MoPub UI, as well as IAB category (MoPub created a mapping between the app store category to an IAB category per DSPs’ request)
Global AID for Android apps, this is the package name. For iOS apps, this is the iTunes ID
Ad Size the size of the adunit
Adunit internal MoPub ID for your adunit
Adgroup ID internal MoPub ID for the adgroup (line item)
Blocked Categories the IAB categories you have chosen to block from your inventory
Request Video Duration whether you have enabled 15 second video, 30 second video, both to be shown on your inventory
Price Floor the price floor in buckets for the selected auctions
Video Inventory Enabled Inventory enabled for video only or video & static, or not enabled for video
Interstitial Playables Enabled Interstitial playable inventory
Adgroup ID internal MoPub ID for the adgroup (line item)
Blocked Categories the IAB categories you have chosen to block from your inventory
Request Video Duration whether you have enabled 15 second video, 30 second video, both to be shown on your inventory
Price Floor the price floor in buckets for the selected auctions
Video Inventory Enabled Inventory enabled for video only or video & static, or not enabled for video
Interstitial Playables Enabled Interstitial playable inventory
Ad Group Name the name of the adgroup (line item)
Ad Group Priority the priority level of the adgroup (line item)
App Version the version of your applications
Inventory Package the MoPub created Inventory Packages that your inventory is a part of
Publisher ID internal MoPub ID for you, the publisher
Request Deal ID the deal ID for the Inventory Package that your inventory is a part of
User-related
Device device type
Device Model model of the device
OS operating system
OS Version operating system version
SDK Version MoPub SDK version
Country user’s country, determined based on user’s IP address
Has Location whether the SDK passes latitude/longitude info
Has Device ID whether the SDK passes device ID or not
Has Device ID whether the SDK passes device ID or not
Age Range the age ranges of your users (if passed in the bid request)
Carrier Name user's mobile carrier
Gender the gender of your users (if passed in the bid request)
Creative-related
Bidder Name name of the Demand Side Platform buying on the MoPub marketplace
Adomain advertiser domain of the shown ads
Buyer Seat the DSP’s ID for their buyers. Only select few DSPs pass this information correctly.
Creative MRAID whether the shown ad is MRAID or not
Creative Video Served Type of video that was served
Response Video Duration Winning bid response’s video duration
Creative ID the ID of the creative
Impression Latency time between the auction and impression
Response Deal ID the deal ID for the Inventory Package that your inventory is a part of sent in a bid response, indicating the buyer has bought your inventory via the Inventory Package
Viewability Vendors Response the viewability partner whose tag was used to measure viewability on your inventory
GDPR Applies Whether or not users are subject to GDPR. GDPR applies when MoPub detects that a user opened a given application for the first time in the European Economic Area, United Kingdom, or Switzerland or the publisher determines that GDPR applies for apps integrated with SDK v5.1+
Consent Status Whether or not the user has provided consent if they are subject to GDPR.
  • Yes = The user has provided consent to receive personalized ads
  • No = The user has not provided consent to receive personalized ads. We will only serve contextual ads.
  • N/A - GDPR Does Not Apply = Users are not subject to GDPR. This field should only be available when GDPR Applies is equal to ‘No’. Note: You should filter 'GDPR Applies' yes before reviewing consent status data.
Consent Status Details More granular breakdown of consent status when the user is subject to GDPR
  • Explicit Yes: The user either consented to the MoPub dialog or the publisher notified our SDK that the user provided consent via the publisher’s custom consent mechanism. MoPub and our partners have consent to serve personalized ads
  • Explicit No: No consent, only contextual ads served. The user explicitly said no to the MoPub dialog or the publisher notified our SDK that the user did not provide consent via the publisher custom consent mechanism.
  • Do Not Track Enabled: No consent, only contextual ads served. The user has their device limit ad tracking preferences enabled
  • Pending MoPub Approval: No consent, only contextual ads served. Publishers must be approved to use the publisher consent mechhanism. You will see this value if you are not approved
  • Unknown: No consent, only contextual ads served. This will be reported then the following occurs
    • Users have not been asked to provide consent in apps that contain SDKv 5.0+. This may occur if publishers do not ask the user to provide consent
    • Users have been asked to provide consent in apps that contains SDKv 5.0+ but they either closed the app before responding or clicked on the exit button of the MoPub consent dialog
    • Apps that are on an SDK older than version SDK 5.0
  • N/A - GDPR Does Not Apply: The user is not subject to GDPR

Platform Performance Metrics

Metric Name Definition
AdServer Revenue Estimated revenue reported by MoPub ad server for all demand sources (network, direct sold, marketplace). It can be broken down into a variety of granularity such as ad unit, format, ad group, app, etc.

AdServer Revenue metric includes the revenue of network, and it is estimated and calculated based on:
  • MoPub impressions
  • autoCPM/manually-entered eCPM
Direct sold and Marketplace revenue is accurate revenue based on MoPub ad server.

This is not used for building.
AdServer Impressions Total number of times the ad was shown to users. This is reported by MoPub.
AdServer CTR Click Through Rate is the number of times an ad was clicked compared to the number of times an ad was shown to users. This is reported by MoPub.
AdServer Clicks Number of times an ad was clicked. This is reported by MoPub.
AdServer eCPM Effective cost per thousand impressions. This is reported by MoPub.
AdServer Requests Request is the number of times an ad unit has requested an ad. It is the unique opportunity of an inventory (ad unit). It’s reported for all demand source types.
AdServer Attempts Attempt is the number of times MoPub made an ad attempt to an ad demand source (network, marketplace, direct sold) for a given ad request. Some of these attempts may be counted more than once as the attempt moves through the mediation waterfall.

The attempt includes both client and server side of attempt based on demand source type.
Inventory fill Rate Fill rate reported by MoPub for inventory (ad unit) context. It represents the number of times an ad was shown to users (impressions) compared to the number of times an ad was requested from a specific ad unit (requests).

It is calculated as:
Impressions / Requests
Demand Source Fill Rate Fill rate reported by MoPub for demand source (ad group) context.

It represents the number of times an ad was shown to users (impressions) compared to the number of times MoPub made an ad attempt to an ad demand source (attempts).

It is calculated as:
Impressions / Attempts

Note: If the same line item is placed multiple times in the waterfall, the number of attempts for this line item will be counted multiple times, which might cause the demand source fill rate goes down.
Uniques The number of unique device IDs reported by MoPub. It doesn’t include “DNT” and “GDPR non-consenting” devices.
Trackable DAUs Trackable daily active users is based on unique device IDs. This is calculated by the daily unique id count over a period of time and take the average.
Same as “Uniques”, it doesn’t include “DNT” and “GDPR non-consenting” users.
NR Revenue Revenue reported by supported network when network reporting is enabled.

Please note that the time zone of supported network may be different as shown below:
  • PDT: AdMob, Facebook
  • ET: Verizon
  • UTC: AppLovin, AdColony, Vungle, Tapjoy, Yahoo! Flurry, Unity, ironSource, Lifestreet, Chartboost
  • Customized Timezone: Conversant (NOTE: Can be adjusted in network's portal)
This is not used for billing.
NR Impressions Total number of times the ad was shown to users. NR Impressions is reported by the supported network in question when network reporting is enabled.
NR eCPM Effective cost per thousand impressions.

It is reported by supported network when network reporting is enabled. It is calculated as:
(NR Revenue / NR Impression) * 1000

Platform Performance Dimensions

Dimension Name Definition
AdGroup Type Ad Group Type is a dimension defined by MoPub. Use this dimension to break the metrics into individual Ad Group Type as shown below:
  • Guarantee
  • Non-guaranteed
  • Promotion
  • Marketplace/MPX Line Item
  • PMP/PMP Line Item
  • Network
AdGroup Network Type Ad Group Network Type is a dimension defined by MoPub. Use this dimension to break the metrics into individual Ad Group Network Type.

If you want to review the more accurate data for your “Supported Network” that has network reporting enabled please refer to the second bullet point from the [Publisher] - Platform Performance data cube section.
AdGroup ID Adgroup Id is the internal MoPub ID for the adgroup (line item). Use this dimension to break the metrics into individual ad group level. You can find your ad group ID by referring to the “Line Item Key” from MoPub Publisher Portal.
AdGroup Name Adgroup Name the name of the adgroup (line item). Use this dimension to break the metrics into individual ad group level.

You can find your ad group name by referring to the “Line Item name” from MoPub Publisher Portal.
Country Country breakdown that is merged with existing ad server cube and network reporting.
Adunit Format Ad Unit Format is a dimension defined by MoPub. Use this dimension to break the metrics into individual format as shown below:
  • 320x50
  • Native
  • 300x250
  • Fullscreen
  • Rewarded Video
  • 728x90
  • Fullscreen_Tablet
  • Custom
  • 160x600
Adunit ID Adunit Id is the internal MoPub Id for your adunit. Use this dimension to break the metrics into individual Ad Unit level. You can find your ad unit Id by referring the “Ad Unit Key” from MoPub Publisher Portal.
Adunit Name Adunit Name is the name for your adunit. Use this dimension to break the metrics into individual Ad Unit level. You can find your ad unit name by referring the “Ad Unit Name” from MoPub Publisher Portal.
OS OS is operating system. Use this dimension to break the metrics into individual OS/platform (Android, iOS)
App ID App ID is the internal MoPub Id for your application. Use this dimension to break the metrics into individual App level. You can find your App ID by referring the “App key” from MoPub Publisher Portal.
App Name App Name is the name for your application. Use this dimension to break the metrics into individual App level. You can find your application name by referring the “App Name” from MoPub Publisher Portal.
Time Use this dimension to customize your data’s date range. The granularity of Platform Performance data cube is daily data.
NR Network Type Supported network name with network reporting enabled. Please refer to use case 2 for more details on how to use this dimension.

Note on GDPR Data

  • MoPub reporting does not support a unique device identifier for users that have not provided consent. Therefore, the Uniques metric for non-consenting users will be zero and Uniques will only represent consenting users. This will only apply to users that ‘GDPR Applies’ to.
  • MoPub will send contextual only auctions when GDPR Applies to users and they do not provide consent (Consent Status is No). For more information, see MoPub OpenRTB GDPR Information
  • Unique users that have consented will be updated monthly
    • Reviewing consenting unique users for across months will lead to incorrect data
    • If you want to report on unique users from month to month, you will need to pull the number of unique users for each month and then average the count across multiple months.

FAQ for Platform Performance Data Cube

  1. What is the latest data in Platform Performance data cube?
    • The latest data in Platform Performance data cube is “Yesterday”’s data for all measures except NR Revenue, NR Impression, and NR eCPM.
    • The latest data of “NR Revenue, NR Impression and NR eCPM” is 2 days ago.
  2. What is the time granularity for Platform Performance data cube?
    • Daily data.
  3. Can network reporting measures (NR revenue, NR impression, NR eCPM) be broken down into more granular level such as ad unit, app level?
    • At this time, we do not have a 1:1 relationship between ad unit ID, line item ID, and network ID, therefore the ability to report on this precise network revenue data at a more granular level than at the account level without double-counting becomes an ongoing challenge we’re actively solving for.
    • However, we do provide estimated network revenue data at more granular levels based on Auto CPM and/or manually inputted CPM, which should serve well as a proxy in providing a comprehensive view of your monetization efforts.
    • Currently, the network reporting measures can be broken down by “country” dimension.
  4. Please be aware of how the MoPub Marketplace fill rate metric is calculated.
    • The demand source fill rate formula is Impressions / Attempts. The denominator is the number of times MoPub makes an attempt to an ad demand source in waterfall.
    • For all demand sources except Marketplace, MoPub will only count the attempt of the demand sources when MoPub has reached the priority of which the demand sources belong to. If MoPub hasn’t reached the priority of which the demand sources belong to, no attempts would be counted for the said demand sources. Example: there are 2 demand sources and each belongs in its own priority. If the ad request is filled by the first demand source in the first priority, demand source #2 in the second priority would not have triggered an “attempt”.
    • However, the “attempt” for Marketplace specifically, will always be triggered to prepare an auction when the waterfall starts no matter what priority Marketplace belongs to. Meaning, there will always be attempts counted towards MoPub Marketplace as long as it is one of the demand sources within the waterfall.
    • As a result, the number of “attempts” for Marketplace could be inflated in relative to other demand sources, making its fill rate (Impressions / Attempts) artificially lower.
  5. Will the “Demand source fill rate” go down if I set up a complicated waterfall by using the same line item for multiple times?
    • Yes. The demand source fill rate formula is (Impressions / Attempts). The “attempt” is not “Unique attempt by network”, which means if the same line item is reached multiple times in the waterfall, the “number of attempts” will be counted multiple times as well.
    • Example: Line item “AdMob 12345” is placed in a waterfall for 4 times and got the impression from the 4th attempt. The total attempt for “AdMob 12345” will be 4 instead of 1, as a result, the demand source fill rate will be 25% instead of 100%.
  6. I have multiple accounts with MoPub, will my network reporting data in Platform Performance data cube be accurate?
    • If you have more than 1 account (account key) with MoPub and use the same network reporting credentials for all of your accounts, the network reporting data you see from the data cube will be the aggregation of all of your accounts.

Last updated August 26, 2019

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