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Measurable Impressions

Active View Viewable Impressions / Measurable Impressions



*Campaigns using CPM bidding work differently to almost all other bidding types, as such they have their own metrics. These can only be used on the Display Network and is typically used with CPM bidding. The hosting website has to have enabled ‘Active View’ for your ads to collate this data.

Active View Viewable Impressions / Measurable Impressions

Quick Description = This is the percentage of viewable impressions compared to measureable impressions that your ads received

Calculation: Viewable Impressions / Measurable Impressions

Referred to as = Active View Viewable Impr / Measurable Impr.

This metric lets us know how often an ad was viewable on Active View measurable sites and is represented by a percentage (%). ‘Active View Viewable Impressions / Measurable Impressions’ is the ratio of times when your ad (appeared on an Active View enabled site) and was viewable. Thus this can show you how often your ads are viewable.

Calculating Viewable Impressions / Measurable Impressions

This metric is easily calculated by dividing the viewable impressions by the number of impressions that were also measurable. If you have

500,000 measurable impressions and 400,000 viewable impressions, you can calculate this metric like this:

400,000 / 500,000 = 0.8 = 80%

In this example, 80% of the time your ads are viewable.

Measurable Impressions

From the total volume of impressions that were eligible, Measureable Impressions are the ones that are measurable by Active View. Despite an ad tag having Active View enabled, there are several reasons that could prevent the tag from capturing data (being measurable). For example, an impression that is rendering in a cross-domain iFrame may not be measurable.

Viewable Impressions & vCPM Bidding

Viewable CPM (vCPM) bidding differs from CPM bidding because you are only charged for an impression if it qualifies as measurable viewable. This makes vCPM a more attractive bidding method than CPM for businesses that are trying to gain more impressions. A measureable viewable impression has to meet the following criteria to qualify for billing through this billing method:

  • 50% or more of the ad is visible on the screen
  • Display ads have to appear for at least 1 second
  • Video ads have to appear for at least 2 seconds

This bidding method means that your ads are more likely to have been seen by potential customers and prevents billing for ads that were less likely to have been seen.

Related Information

If you found this guide on Viewable Impression CTR (Click Through Rate) useful, you may also like our other guides on metrics within the Active View metrics suite:

  • Active View Viewable Impressions
  • Active View Avg. Viewable CPM
  • Active View Viewable Impressions / Measurable Impressions
  • Active View Viewable Measurable Cost
  • Active View Viewable Measurable Impressions / Impressions


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