Site reporting provides you with performance data for your app or site, including revenue, inventory, impressions, fill rate, click-through rate and more. You can view performance data for individual or multiple apps and sites.
For site reporting:

1. Log in at www.admob.com or click here: www.admob.com/login.
2. Click the Reporting tab at the top and click through to Site Reporting.
3. Select the apps and sites for which you would like to view reporting.
4. Select the desired date range.
   Note: If you select the date range Today, reporting is updated at approximately 20-minute intervals.
5. Select the format you would like to view, a detailed report of each selected app or site, or a summary of all the selected apps and sites.
6. Select the increments of time (day, week, month) that you would like to see summarized.
7. Click Create Report.

The report includes the following metrics:

• Requests: The number of times your app or site requests to show an ad.
• Impressions: The number of times ads are shown on your app or site.
• Exchange Impressions: The number of times exchange ads are shown on your app or site via download exchange. Download exchange allows you to increase awareness and drive downloads of your iPhone app by exchanging your app ads with other developers’ app ads. To learn more about download exchange, see Download Exchange.
• Fill Rate: The number of times ads are shown on your app or site, divided by the number of times your app or site requests to show an ad.
• Clicks: The total number of times ads shown on your app or site are clicked by users.
• CTR (click-through rate): The number of times ads on your app or site are clicked on divided by the number of times ads are shown on your app or site. For example, if you show an ad on your app or site 1000 times and receive 11 clicks, your CTR is 1.1%.
• eCPM: Effective cost-per-thousand impressions is an indication of developer or publisher earnings per thousand ad impressions. eCPM is calculated as (Total Earnings / Impressions) x 1000. For example, if your total earnings are $10 and impressions are 9000, your eCPM is $1.11.
• Revenue: The amount of money you earn from your sites/apps

You can export the report (.CSV or .XML formats) to Microsoft Excel to further analyze your performance data.

Related Topics:
Site Geo Stats for Developers & Publishers
Edit Your App or Site Settings
Policies & Tips for Developers & Publishers