AdMob has introduced the ad load latency metric in the Ads Activity Report, which measures the total time in seconds for an ad to load—from the moment an ad is requested until a response is received. There are two types of ad load latency:
Types of Ad Load Latency
- Ad source latency: Time taken for an ad request to receive a response from a specific ad source or ad source instance.
- Mediation group latency: Time taken for an ad request to pass through the mediation waterfall, viewable only when using the mediation group dimension in reports.
Details on Ad Load Latency
Ad load latency includes the time for third-party SDKs or the Google Mobile Ads (GMA) SDK to load and render the ad. It excludes the time for the AdMob bidding auction and the interval between ad rendering and display. Latency does not account for ad request timeouts exceeding 60 seconds, which usually happen if the app is backgrounded before the ad serves.
Reporting with Dimensions
- Applying the ad source or ad source instance dimension shows the time for a response from that source.
- Applying only the mediation group dimension shows the total time for the ad request to move through the mediation waterfall.
