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Google Ad Manager Reports You Need to Maximize Ad Revenue

Google Ad Manager Reports
What are the essential reports to pull out from Google DFP? But first, what are the available reports? We answer all your questions here.

Did you know that you can check the number of AdSense or Ad Exchange impressions available in the Google Ad Manager? Not only this, but you can also even check the total number of impressions or revenue received via the Safari browser. Sounds interesting, right?

That’s one of the reasons why Google Ad Manager is a central place for publishers. Ad Manager not only serves ads but also provides revenue optimization and advanced forecasting through its reporting feature. It is capable to scan all networks or demand partners to find where you get the most impressions and revenue and display the analytics via reports.

In this guide, we’ll show you what are Google Ad Manager reports and how to pull them out to collect data about the performance of your ad campaigns.

Table of Contents

Google Ad Manager Reporting

Google Ad Manager Reporting helps you to evaluate the performance of demand partners, yield partners, Ad Exchange, AdSense, and discover actionable insights to improve your ad revenue and yield management. 

To generate a Google Ad Manager report, a publisher has to take the help of the Query tool. A query typically consists of dimensions and metrics*, dates, filter values, etc. When you run a query, the output you get is a report. In other words, a query is a saved report that you can generate as many times as you need.

*A Dimension could be an attribute of your ad network, server, or exchange while A Metric is simply a number that is used to measure one of the characteristics of a Dimension.

Now that we’ve introduced both the terms to you, you might want to know why you’d use the Query tool or what are the benefits you can expect. So, we have listed down a few significant advantages you can get by utilizing the queries and generating reports.

Benefits of Query tool:

  1. A publisher can create robust reports that display various information based on various filters. You can save these reports and even schedule them to run again at a later date.
  2. You can pull-out large reports to Google Sheets, Microsoft Excel, CSV file, XML extension, and more.
  3. You can create and save queries based on a per-user basis which allows each user to create and manage their queries individually. Also, they can share queries via their email addresses.

Now, let’s see what are the types of reports available in Google Ad Manager.

  1. System-defined reports, and 
  2. Custom Reports that you can create from scratch.

So, before you start generating a report we’d recommend you get a brief overview of the types of reports and then experiment with the existing reports (i.e. System-defined).

System-generated Reports

Here, you can find eleven reports in the Ad Manager (If you have just created an account with Google Ad Manager and haven’t started serving ads yet on the website). Below is the list of system-generated reports.

  • Currently Running Campaign Report (all under an advertiser)  – This report presents an overview of the performance of all orders and associated line items which delivered ads yesterday.

When to Use? Use this report to know how many impressions a line item or a group of line items delivered yesterday or earned revenue. You can check the number of clicks or impressions a house ad or a line item gathered. 

Similarly, you can find out the performance of an order or a creative by selecting “Currently Running Campaign Report (all under an order)”.

Type of ReportDimensionsMetrics
Currently Running Campaign Report (all under an advertiser)Advertiser, Line item, and OrderTotal impressions, Total clicks, Total CPM and CPC revenue, Total average eCPM, and Total CTR.
Currently Running Campaign Report (all under an order)Order, Line item, and CreativeTotal impressions, Total clicks, Total CPM and CPC revenue, Total average eCPM, and Total CTR.
  • Creatives Report: It shows the total number of impressions or clicks an advertiser’s ad creative has delivered in the last month.
Type of ReportDimensionsMetrics
Creatives ReportAdvertiser, and CreativeTotal impressions, Total clicks, and Total CTR.
  • Network Performance Report: This report gives a view of the performance of AdSense, Ad Exchange, and Ad Manager (Including all demand channels) ads on a daily basis or in the last 30 days. Select Daily or Monthly type as per your requirement.

When to use? Use this report when you want to compare the performance of Ad Manager with AdSense or Ad Exchange in terms of impressions or revenue. You can pull-out report for current and the previous month or year, and check which one is the best-performing platform for you.

Type of ReportDimensionsMetrics
Daily Network Performance ReportDate Total impressions, Total CPM, CPC, CPD, and vCPM revenue, Ad server impressions, Ad server CPM, CPC, CPD, and vCPM revenue, AdSense impressions, and AdSense revenue.
Monthly Network Performance ReportMonth and Year Total impressions, Total CPM, CPC, CPD, and vCPM revenue, Ad server impressions, Ad server CPM, CPC, CPD, and vCPM revenue, AdSense impressions, and AdSense revenue.
  • Network Geography Report: This report shows the performance of AdSense, Ad Manager, and Ad Exchange in the last month. However, the results are displayed by breaking down on country-basis. 

When to use? Pull-out this report when you want to compare the performance of AdSense, Ad Exchange, and Ad Manager ads across different countries e.g. you want to compare how many impressions AdSense and Ad Manager ads got in the US and Canada and contributed to your revenue.

Type of ReportDimensionsMetrics
Network Geography ReportCountry Total impressions, Total CPM, CPC, CPD, and vCPM revenue, Ad server impressions, Ad server CPM, CPC, CPD, and vCPM revenue, AdSense impressions, and AdSense revenue.
  • Monthly Ad Unit Report: It shows how an ad unit or a set of ad units performed in the last month. 
Type of ReportDimensionsMetrics
Monthly Ad Unit ReportAd unit Total impressions, Total CPM, CPC, CPD, and vCPM revenue, Ad server impressions, Ad server CPM, CPC, CPD, and vCPM revenue, AdSense impressions, and AdSense revenue
  • Device and Browser Report: It shows various metrics related to AdSense and Ad server, broken out by different targeting criteria such as operating systems or browsers. 

When to use? Use this report to understand if the maximum impressions are coming from Safari or Chrome. Or if you are getting maximum revenue from Mobile or Tablet.

Type of ReportDimensionsMetrics
Device and Browser ReportTargetingAd server impressions, Ad server CPM and CPC revenue, AdSense impressions, AdSense revenue, Total impressions, Total CPM and CPC revenue.


  • Billing Report: It shows the total number of impressions an order has got in the last month. So, if you just want to know the impressions for a particular order, then generate this report.
Type of ReportDimensionsMetrics
Billing ReportOrderTotal impressions
  • Downloaded Impressions: This report displays a number of impressions and downloaded impressions got by the ad server in the last seven days. ICYDK, a downloaded impression is counted only after the initiation of ad retrieval by the publisher. However, a served impression is counted when an ad is sent.
Type of ReportDimensionsMetrics
Downloaded ImpressionsDate, Inventory types, Device category, Ad unit, and Request typeAd Server impressions and Ad Server downloaded impressions.
  • Safari Browser Report: It displays the performance of the ad server, ad network, and exchange based on the demand channel “safari browser” and includes the data for the last seven days.
Type of ReportDimensionsMetrics
Safari Browser ReportDemand Channel and TargetingTotal impressions, Total clicks, Total CPM and CPC revenue, Total average eCPM, Total CTR, Total Active View viewable impressions, and Total Active View % viewable impressions.


In addition to the above-discussed reports, there are a few more types of reports that are either available for Google Ad Manager 360 publishers or publishers who have been granted access to pull-out reports such as Inventory Sell-through, Network Sell-through, Geography Sell-through reports. These reports display the number of forecasted, available, and reserved impressions served by the Ad Manager. You can view the data for an inventory, network, or a particular region of your continent.

Custom Reports

If you want to create a report from scratch by adding custom query parameters to the report, then you can do that also. But first, you need to know the different types of custom reports available in the Ad Manager.

  • Historical
  • Ad Exchange historical
  • Future sell-through
  • Reach
  • Partner finance

Historical – This report shows the number of clicks, impressions, revenue, etc. you got in the past few dates through different demand channels.

Ad Exchange historical – This report helps publishers to analyze how their primary ad exchange account performing. Here, the primary exchange account indicates the one that is used for first look and exchange bidding.

Future sell-through – It compares the availability of ad impressions for the Google Ad Manager network. Publishers can even check how many impressions got served yesterday or will be served up to three months. However, Future sell-through is available only for Google Ad Manager Premium publishers*.

Reach – Reach report provides a combined view of the number of unique visitors exposed to different advertisers, line items, orders or ad units in the Ad Manager account over a given period of time. However, it doesn’t include impressions from Ad Exchange of AdSense. Also, a publisher having access to Ad Manager 360 can pull-out the Reach report*.

Partner finance – This report is for those publishers who collaborate with third-party publishers and place some of their ads on their websites. It gives a detailed view of host-partner revenue splits based on the ad impressions and date range.

*If you want to extract these reports through your Google Ad Manager Small Business account, then you need to contact your Google Account Manager to enable it for your account.

Now, let’s see how to pull-out these reports in Google Ad Manager.

How to Generate A System-Defined Report in The Google Ad Manager?

Google Ad Manager, by default, can create reports based on system-generated queries, digging into what your advertisers, line items, etc. have performed in the past and how much revenue you’ve got from them. These system queries work as templates and has certain recommended items pre-selected. And can save your lot of time since you don’t have to start from scratch. 

That said, follow the below steps to use these predefined templates or system queries to generate a report in the Ad Manager.

  • Sign in to your Google Ad Manager account.
  • Click Reports > Queries. And then, click on the System queries tab at the top of the Queries page.

System-defined DFP Reports

  • At last, select on the query type you’d like to run from the list of available system queries.
  • Once you select a report type, select the time zone and date range. Here, you can select either Dynamic or Fixed. Dynamic date range shows reports based on a given period of time while Fixed displays a snapshot of specific moments in time.

Select A Date Range for Ad Manager Report

  • Once you have defined the Query, you can apply various Filters to refine your search. You can use this Filter to view the performance of various programmatic order via private auctions, preferred deals, programmatic guaranteed, etc.

Filter on Query

  • Then, select the Dimensions and Metrics you want to view in the report.

Metrics in Google Ad Manager

  •  Now, schedule the time for report generation.

Schedule Ad Manager Report

  • You can even share the results generated with other people via their emails. At last, click Save and run your query.

Share Ad Manager Report

How to Generate A Custom Report in The Google Ad Manager?

In order to create a report in Google Ad Manager, a publisher has to follow the below steps:

  • Sign in to your Google Ad Manager account.
  • Go to Reports > Queries > New query. Then, enter a name for the query.

Create A New Query in Google Ad Manager

  • Select the type of report you want to create.

Custom Report Types in DFP

  • Once you select a report type, select the time zone and date range. And apply Filters just like you did for System-generated reports.
  • Now, schedule the time for report generation, and Run the query.

Note: You can up to 10 Dimensions to a report. Also, the complexity of the report increases with the number of dimensions. So, we suggest you choose wisely and the only required ones to reduce the latency and achieve higher accuracy while running a report.

Once you’re done with the steps, you can take a look at all of the reports and queries by going Reports > Queries


Undeniably, Google’s reporting dashboard is one of the best and the most extensive in the industry. By letting publishers know where they are at with their advertising partners, Google Ad Manager reports can ensure that sellers are on the right track. You can analyze thousands of events with a few clicks and get the dashboard ready in a matter of minutes. Use it regularly to identify opportunities and improve your revenue. Have any questions related to Google Ad Manager or it’s advanced reporting feature? Reach out to us now

Automatad Team

At Automatad, we help publishers to monetize better without hampering the user experience. Our products are live across hundreds of publishers, earning them incremental ad revenue with every passing second. You can request a free audit to get an estimated revenue uplift today.

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