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:
Previous Reading:
- Reporting vs. Inventory Reporting
- Reporting Aggregation Overview
- Reporting Attribution (Consolidation)
| 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) |