Publisher Dashboard

The MoPub Publisher Dashboard is the first page you see when you log into the MoPub Publisher UI. It offers improved visualizations with new insights, such as inventory fill rate, demand source fill rate, and accurate revenue for supported networks. The dashboard also displays data from all your demand sources (networks, MPX, and direct ad serving), for a holistic view of your ad business. Access the Dashboard from any part of the app by clicking on the MoPub logo in the upper left corner.

Dashboard with Ad Sources Subtab

Understand Dashboard Basics

The data is updated at 3:00 a.m. UTC daily. Off-schedule updates may occur due to system maintenance. The latest data range displayed in the dashboard is yesterday’s data. Please note that all the data from “yesterday” on the dashboard is approximate.

Reporting Time Zone

The majority of dashboard data is updated based on UTC, with the exception of some third-party data coming from those supported networks who report in different time zones. When network reporting is enabled for the following supported networks, the time zones for the network Revenue and Impressions metrics are:

  • PDT: Admob, Facebook
  • ET: Verizon
  • UTCL: AppLovin, AdColony, Vungle, Tapjoy, Yahoo!, flurry, Unity, ironSource, Lifestreet, Chartboost
  • Customizable Timezone: Conversant (can be adjusted in network portal)

Time Comparisons for Reporting

The default comparison for data displayed in the dashboard is “Last 2 weeks vs previous 2 weeks.” This option appears in the upper left corner. Click on the drop list to select from a variety of comparison data ranges:

  • Yesterday vs previous day
  • Yesterday vs same day last week
  • Last week vs previous week
  • Last 2 weeks vs previous 2 weeks
  • Last month vs previous month

Network Reporting Data

Supported and Unsupported Networks

The dashboard displays data received from any supported ad networks with which you partner, provided that you have enabled network reporting for that partner. Network reporting data does not include any custom networks.

Certified and Non-certified Networks

The legend for the bar chart breaking down Revenue by ad source distinguishes between certified and non-certified networks. The revenue reported for a certified network has been provided by a supported network for which you have enabled network reporting. Certified networks are marked by blue indicators in the UI.

The revenue reported for a non-certified network is estimated revenue for custom networks, and for supported network with network reporting disabled. Non-certified networks are marked by green indicators in the UI.

Granularity of Network Data

The granularity of this data is at the account level, and can be broken down by individual supported network. For example, in the Account overview section, the Estimated revenue metric is the revenue reported by supported networks combined with the revenue reported by MoPub for your remaining demand sources. In the Top demand performance section, every supported network for which you have enabled network reporting will display Revenue and Impressions data.

If you have more than one account with MoPub and use the same network reporting credentials for all of your accounts, the certified network data will be the aggregation of all of your MoPub accounts.

Understand Dashboard Metrics

The following sections explain the source and calculation of each metric you’ll find in the various parts of the dashboard.

Account Overview

This table describes the metrics in the Account overview section of the dashboard.

Metric Description
Estimated Revenue Estimated revenue is reported by both MoPub and the individual supported network. We aggregate your MoPub revenue and supported-network revenue at the account level.
To receive revenue data directly from a supported network, you must enable network reporting. Refer to our instructions for enabling “network reporting” for supported networks.
eCPM This metric is calculated as estimated revenue divided by total impressions at the account level.
Inventory Fill Rate 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) at the account level.
This metric is calculated as impressions divided by requests.
Impressions The total number of times the ad is shown. It is reported by MoPub at the account level.
DAU MoPub DAUs means trackable daily active users. It is calculated by averaging the daily unique ID count over a period of time.This does not include “Do Not Track” and “GDPR non-consenting” users.
ARPDAU Trackable ARPDAUs is calculated as estimated revenue divided by trackable DAUs. This does not include “Do Not Track” and “GDPR non-consenting” users.

Top Demand Performance

This table describes the metrics in the Top demand performance section of the dashboard, which displays when the Ad sources subtab is selected. This table displays the total revenue generated, impressions, fill rates, and eCPM broken down by demand source.

Metric Description
Revenue
(Network Reporting Enabled w/ Blue Indicator)
This metric is reported by the individual supported network that is being mediated through MoPub.
Revenue
(Network Reporting Disabled w/ Green Indicator)
This metric is estimated and calculated based on MoPub ad server impressions and autoCPM or manually entered CPMs. Note: To view revenue data reported by individual supported networks, please see here for instructions on how to enable network reporting.
Revenue
(MPX)
This metrics is MoPub marketplace revenue reported by MoPub.
Revenue
(PMP)
This metrics is MoPub private marketplace revenue reported by MoPub.
Revenue
(Custom Networks)
This metric is the custom network revenue reported by MoPub based on MoPub’s impression and autoCPM/manually-entered CPM.
Revenue
(Direct)
This metric is Direct Serve (Guarantee, Non-guarantee, Promotion) revenue reported by MoPub based on MoPub’s impression and autoCPM/manually-entered CPM.
Impressions
(Global)
Impressions are reported by the MoPub Ad Server for all demand sources (network, Direct Serve, marketplace). For supported networks with network reporting enabled, Impressions are reported by the individual supported network.
Impressions
(Network Reporting Enabled w/ Blue Indicator)
The total number of times the ad is shown. This metric is reported by the individual supported network that your account is mediating through MoPub.
Impressions
(Network Reporting Disabled w/ Green Indicator)
The total number of times the ad is shown. This is reported by MoPub. Note: To view revenue data reported by individual supported networks, please see here for instructions on how to enable network reporting.
Impressions
(MPX)
The total number of times the ad is shown. This is reported by MoPub.
Impressions
(PMP)
The total number of times the ad is shown. This is reported by MoPub.
Impressions
(Custom Networks)
The total number of times the ad is shown. This is reported by MoPub.
Impressions
(Direct)
The total number of times the ad is shown. This is reported by MoPub.
eCPM
(Global)
The eCPM is the effective cost per thousand impressions.
eCPM
(NR Enabled)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.
eCPM
(NR Disabled)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.Note: To view revenue data reported by individual supported networks, please see here for instructions on how to enable network reporting.
eCPM
(MPX)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.
eCPM
(PMP)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.
eCPM
(Custom Network)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.
eCPM
(Direct)
The eCPM is the effective cost per thousand impressions. When network reporting is disabled, this metric is reported by MoPub.
Formula: (Revenue/Impressions)*1000.
Demand Source Fill Rate
(All Demand Source Types)
This metric 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). This is reported by MoPub for all demand source types.Formula: Impressions/Attempts
CTR
(All Demand Source Types)
The number of times an ad was clicked compared to the number of times an ad was shown to users. It is reported by MoPub for all demand source types.
Formula: Clicks/Impressions

App Performance

This table describes the metrics in the App performance section of the dashboard, which displays when the Apps subtab is selected.

Metric Description
Revenue
(All Demand Sources)
The revenue of the app as reported by MoPub.
Impressions
(All Demand Sources)
Total number of times the ad was shown to users for an app. This is reported by MoPub.
Inventory Fill Rate
(All Demand Sources)
The number of times an ad was shown to users compared to the number of times the ad was requested from a specific ad unit for an app. This is reported by MoPub.
eCPM
(All Demand Sources)
Effective cost per thousand impressions of the app. This is reported by MoPub.

Format and Platform Breakdown

This table describes the metrics in the Format and platform breakdown section of the dashboard, which displays when the Apps subtab is selected.

Metric Description
(Platform)
Revenue
(All Demand Sources)
The revenue of the OS as reported by MoPub.
(Ad formats)
Revenue
(All Demand Sources)
The revenue of the ad format as reported by MoPub.

FAQ

The dashboard excludes the fill rates for MoPub Marketplace to prevent confusion caused by the calculation of that metric. Marketplace fill rate is artificially lower than that of other demand sources. To learn how we calculate Marketplace fill rate and why it appears lower, keep reading.

Fill rate is typically calculated as (Impressions / Attempts). The denominator (Attempts) is the number of times the ad server makes an attempt to a demand source in the waterfall. For most demand sources, the number of Attempts only increases when the ad server actually hits this demand source in the waterfall. If the demand source’s priority is never reached in the course of the waterfall, no attempt is made (or counted).

However, in the case of Marketplace line items, once the ad server reaches the Marketplace line item’s priority, an attempt is automatically triggered in order to prepare the auction, regardless of whether or not the Marketplace line item was ultimately reached in the waterfall. This causes the Marketplace fill rate to appear artificially low. The following image illustrates this dynamic.

MPX Fill Rate Example

Yes. The demand source fill rate formula is (Impressions / Attempts). Attempts here does not mean “unique attempt by network,” so if the same line item is called multiple times in the waterfall, the number of attempts will be counted multiple times as well.

For example, let’s say Line Item ‘AdMob 12345’ is placed in a waterfall four times and receives the impression from the fourth attempt. The total attempts for ‘AdMob 12345’ will be four and not one; as a result, the demand source fill rate will be 25% instead of 100%.

This has to do with your MoPub SDK version. Early versions of the MoPub SDK did not support this metric. The formula to calculate fill rate in this table is (Impressions / Attempts). If your SDK version is lower than 5.3, the count of Direct Serve attempts is 0 because this metric is not supported. As a result, the Direct Serve fill rate will be 0% even though the impressions count is greater than 0. Please upgrade your SDK to the latest version to access more data.

Last updated October 18, 2019

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