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7. Reporting Table – Column Descriptions

Common Metrics (Calculated Fields)

There’s a wealth of data at your disposal when looking through our analytics tool-set.  Since it can be confusing to keep all combined data sources and naming conventions straight, we’ve taken the liberty of giving you a guide:

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Column Name Description
Ad Unit Name Ad Unit Name as defined in the MoPub Platform
Ad Unit Type The Ad Unit Type as defined by MoPub
AdLibertas Managed Line item / ad-unit managed by AdLibertas
AdLibertas Waterfall Name of the defined optimization waterfall as assigned by AdLibertas
App Name Application name as defined in MoPub
Clicks Clicks (network reporting)
Country Unified country name
Country ISO-2 Unified country ISO-2 code
Day Date
Network The attributed third-party network
Network Ad Unit ID The 3rd party network ad-unit ID, where applicable
Network Ad Unit Name The ad network name for the ad unit, where provided
Network Impressions Impression Count, as provided by Network Reporting
MoPub Ad Unit ID The unique ad unit ID as defined by MoPub
MoPub App ID The unique application ID, as defined by MoPub
MoPub Clicks Clicks (as reported by MoPub)
MoPub Impressions Impressions reported by MoPub
MoPub Line Item ID The unique line item, as defined by MoPub
MoPub Line Item Name The MoPub-defined line item name
MoPub Line Item Type The MoPub-defined line item type, for more please visit MoPub
MoPub Ad Attempts The number of attempts MoPub has tried for an impression
MoPub Segment ID Unique Segment identifier as defined by MoPub (where applicable)
MoPub Segment Name The Segment Name as defined by MoPub (where applicable)
Platform App Platform, as defined by MoPub
Network Attempts The number of attempts the network has recorded for an impression (where provided)
Revenue Attributed network revenue


Common Metrics (Calculated Fields)

Some common performance metrics have been pre-populated as calculated fields. These differ from the columns as these values are nonsensical when summed and must be calculated at the aggregated level. You can find these in the view section under “Common Metrics”

Calculated Field Description
MoPub CPM CPM as calculated using MoPub impression counts and network revenue
MoPub CTR Click-through-rate calculated using MoPub click & impression counts
MoPub Fill Rate Impressions divided by serving attempts using MoPub counts
Network CPM CPM calculated using the Network impression and revenue counts
Network CTR Click-through-Rate calculated using Network counts (where available)
Network Fill Rate Impressions divided by serving attempts using Network counts (where available)
Serving Discrepancy The difference of MoPub vs Network Impression counts. Calculated: 1 – (Network impressions – MoPub Impressions)
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