Explore the Industry benchmarks card

You can use the Industry benchmarks card to compare the performance of your network to the performance of similar inventory across other publishers. For the card to show data, your network administrator has to enable Benchmarks. By default, Benchmarks is enabled.

Available page-level filters

This card supports the following dimension filters (found on the workspace): Country, Demand channel, Device category, Inventory type, and Programmatic channel. If you select the App or Ad unit filters, only network data shows. The Yield partner filter isn’t currently supported for the card.

Understand the card's layout

The card includes a dimension column, an impression share column, and two benchmark charts.
Example of the Homepage dashboard overview in Ad Manager showing the "Industry benchmarks" card

Dimensions: Break down data by Continent, Demand channel, Device category, and Inventory type.
Impression share: Review your share of impressions as a percentage for the selected inventory type.
Benchmark charts: Check benchmark data visualizations for Ad Exchange eCPM, Ad Exchange revenue, CTR, Impressions, and Viewability metrics.

How the benchmark charts are calculated

On the two benchmark charts, you can select metrics to review, such as "Impressions (% change)" and "CTR." Then, review the results for "Your network," "Benchmark," and "Your network vs the benchmark."

Your Network and Benchmark: For percent change (% change) metrics, these two columns show the relative change from start to end of period, based on 7-day rolling average values. For other metrics, these columns show an average for the time period.
Your Network vs Benchmark: This column shows the difference between your network and the benchmark for the selected time period.

Get started with benchmarks and add the card

Step 1
To access the Industry benchmarks card, an administrator must enable Benchmark insights:

Sign in to Google Ad Manager.
Click Admin, then Global settings.
Under "Network settings," scroll down to "Report settings" and turn on Benchmark insights.

Learn more about Benchmarks.

Step 2
With Benchmark insights enabled, you can start using the card on your workspace.

Sign in to Google Ad Manager.
On a customizable workspace, add the Industry benchmarks card.^{(Help me add a data card)}

Use the card

Sign in to Google Ad Manager.
On your workspace, locate the Industry benchmarks card.
To view benchmarks broken down by dimension, click the menu and select a dimension, such as "Continent." Available dimensions include Continent, Demand channel, Device category, and Inventory type.
On the two metric menus, click and select metrics to review, such as "CTR" and "Viewability."
For detailed charts, on a table row, click .
- Compare your network (the blue line) against the industry benchmark (the red line).
  Values shown are based on a 7 day rolling-average to even out daily traffic fluctuations.
- For percent difference by date, hover over a chart.

Activate Google Analytics metrics in Industry benchmarks

There are 6 user metrics for Industry benchmarks that are available to publishers who have an active Google Analytics integration. To have an active integration:

Link a Google Analytics property to your network.
Have an Analytics impression in the past 7 days.
1. For the web: This starts happening once your property is linked to your network if Google Analytics 4 (GA4) tags already exist on your sites.
2. For mobile apps: After linking your web property, install the Firebase SDK.

You can verify your network is eligible when data is returned from the Analytics report type for the past 7 days. Include the "Date" dimension and "Impression" metric.

Available GA4 metrics

The following are available GA4 metrics.

Ad viewer share: Percent (%) of users that viewed ads on your site or mobile app. This is determined by active users with ad_impression events.
Engagement rate: Percent (%) of users that are actively engaged with your site or mobile app.
Average session duration: Average length of a user session during ad events.
Ad Exchange revenue per ad viewer: Ad Exchange revenue / ad viewers.
Ad Exchange impressions per ad viewer: Ad Exchange impressions / ad viewers.
Ad Exchange impressions per session: Ad Exchange impressions / sessions.

Discover why GA4 metrics aren't available

When there isn't GA4 metrics returned in the Industry benchmarks, verify the following:

Change the date range: The "Date range" filter applies to all cards on the dashboard. Try changing the date range filter.
Select a different metric: Not all metrics and dimension values are compatible.
For example, if the breakdown dimension is "Demand Channel" and an Ad Exchange metric is selected, the Ad Server row won't have any data.
Incompatible GA4 metrics: GA4 user metrics for some dimension values may not meet the required criteria to be displayed in benchmarks.

Reference the following example for when there isn't any GA4 benchmark data.

Example showing indicators of no valid G4 data ("–") and valid non-G4 data ("0%")

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