What Each Figure Means
Every metric here comes straight from Google's reporting API. Nothing is computed, estimated or smoothed by the App.
How many times your app or site asked for an ad. The top of the funnel — every other number below is a fraction of this one.
Requests that came back with an ad. The gap between this and requests is unfilled inventory.
Matched requests as a share of requests. A low rate points at demand or targeting, not at your traffic.
Ads actually shown. Lower than matched requests, because an ad can be returned and never rendered — the user leaves the screen first.
Clicks divided by impressions. Measured against ads seen, not ads requested.
Ad clicks Google counted as valid. Invalid clicks are filtered out, sometimes days later.
Average earnings per click. Swings with advertiser demand and the mix of countries your traffic came from.
Earnings per thousand impressions actually served. The number to compare between ad units, formats and countries — it's already normalised for volume.
Pages that carried at least one ad unit, counted once per page rather than per unit.
Earnings per thousand page views. Reads as the value of traffic itself, where eCPM reads as the value of an ad slot.
Today and yesterday are estimates. Google revises recent figures as invalid traffic is filtered. A day only settles once it's finalised — expect small downward corrections, not errors.
Date Ranges & Comparisons
Each range is shown with its change against the matching earlier period — like for like, so a partial period is never compared against a whole one.
Today so far
vs the same hours yesterday
Yesterday
vs the day before
Last 7 days
vs the 7 days before that
This month
vs the same days last month
Last month
vs the month before
Lifetime
no comparison — it's the total
Breakdowns
Any range can be split along these dimensions, so a change can be traced to where it actually happened:
App
Site
Ad unit
Country
Format
Platform
Plus a day-by-day chart you can drag across to read any single day's figures rather than estimating them from the curve.
Payouts
- Unpaid earnings — finalised earnings not yet paid out
- Your last payout, with its date and amount
- Progress toward the payment threshold set on your Google account
Thresholds, payment schedules and holds are set entirely by Google. Ads Earning reads and displays them; it cannot change or trigger a payment.
