Report Metric

Active View Viewable

[IanCP]

Anybody care to share their thoughts on the report metric "Active View Viewable"?

[trebuchet]

Without doing any research, my understanding is that it measures the proportion of ads that are rendered and viewed in the browser viewport. So if an ad is positioned at the bottom of a page and the visitor doesn't scroll that far, it is not counted.

My AVV numbers are pretty low (about 72%). I suspect that's a sign of how long a lot of my pages are.

It's an interesting metric and I'd like to hear more about what figures other publishers are seeing.

[LuckyD]

My average (excluding link units) is about 30%. Should I be worried? This might be correlated with the fact that close to 50% of my impressions are "unbillable".

[netmeg]

My AVV is very low, because my responsive design puts almost all the ads way below the fold on mobile (and the vast majority of my traffic is mobile) I'm working on a better theme. My understanding is it's the percentage of ads actually viewed vs potential impressions.

BTW I got an email back from my rep on "Unbillable" impressions:

Unbillable ads are ads which are not billed the traditional way, and are directly managed by partners and networks. For example: AdMob has house ads and direct deal ads that are unbillable

[matbennett]

An ad impression is only measured as 'Active view viewable' when at least half of the creative was in view for at least 1 second. This is a good measure for advertisers who want to be sure that their impressions have impact.

Having high Active View scores can help in a few ways:
1. Advertisers can pay based on active views, so high scores mean more of that money
2. CPM advertisers can use AV scores as a measure of the quality of a placement
3. Its a good internal measure of which of your units are not being seen, which impacts CTRs as well

If you think that your site could be attracting CPM and AV bids but low scores from responsive units are dragging it down, there are some tricks. Organise your targetable placements so that high AV units are grouped together and look more inviting to those advertisers.

[trebuchet]

I've long suspected that Adsense is moving away from CPC ads and transitioning into a high paying CPM network. I've had some pretty interesting earnings figures lately that support this. And yes, my ads appearing above the fold are definitely attracting a higher percentage of CPM bids.

[matbennett]

I don't think it is about moving away from CPC. They are definitely growing in other areas though. There is a big push to win ad spend from traditional sources such as TV. Brand ads are more about awareness than engagement, so CPC isn't used much.