Key statistical metrics

The metrics you want to look at when analyzing your ad revenue can be classified into basic, analytical, and monetary.

Basic

The main quantitative metrics of an ad unit:

Requests: The number of valid requests of the ad code on the site.
Served impressions: The number of events when the Yandex Advertising Network served an impression in response to a request. A served impression does not mean the ad was displayed on your resource. This only means that the Yandex Advertising Network found an ad that meets the impression criteria, such as the CPM floor or category restrictions.
Impressions, Viewable impressions: The number of impressions where at least one pixel of the ad unit was in the visible area of the screen.
Clicks (Yandex Direct): The number of clicks on Yandex Direct ads.

The partner is paid only for viewable ad unit impressions. To learn more about how your revenue is calculated, see Documents and payments.

Analytical metrics help identify problems when displaying ads.

Fill rate: The percentage ratio of served impressions to ad requests.
Show rate: The percentage ratio of impressions to served impressions.
Show rate (viewable): The percentage ratio of viewable impressions to served impressions.
Full view rate: The percentage ratio of users who watched the video ad to the end out of all users who started watching it.

Try to keep these metrics as close to 100% as possible to maximize your ad revenue.

: A low fill rate indicates issues with requesting or serving ads, for example:

The network couldn't serve ads due to a high CPM floor in the ad unit settings, category, or other restrictions.
There were technical errors with requesting the ad code.

: To learn more about the reasons for a low fill rate and ways to increase it, see Fill rate.

A low show rate and low viewable impression rate might indicate that the user did not see the ad unit for some reason.

Possible reasons:

Caching:
- The app loads multiple banners (for example, three) but only displays one or two of them. This can happen, for example, if the user closes the app before all ads render.
Banner viewability validation errors:
- Partner-side code issues — for example, the banner’s rendering parameters are set up incorrectly.
- Ad network outages or glitches that can disrupt the ad serving mechanism.
- Poor banner placement in the product — for example, the banner is in an area where its impressions aren't counted, or it’s overlapped by other UI elements.

RPM: The amount you earn per one thousand requests of all ad units, including those for which no impressions were served. It is calculated using the following formula:

$\frac{\text{revenue}×1000}{\text{requests}}$
eCPM Served: The cost of one thousand served impressions. It is calculated using the following formula:

$\frac{\text{revenue}×1000}{\text{served impressions}}$
eCPM, eCPM: The cost of one thousand ad unit impressions in which at least one pixel of the ad unit was in the visible area of the screen. It is calculated using the following formula:

$\frac{\text{revenue}×1000}{\text{impressions}}$

Note

In statistics for the periods before July 10, 2024, eCPM is calculated as the cost per one thousand viewable ad unit impressions. An impression is considered viewable if at least 50% of the ad unit area was in the visible area of the screen for at least two seconds.

To learn more about how you can increase your ad revenue, see Increasing ad efficiency.