Viewability calculator

Calculate viewability, measurability and optional cost per thousand viewable impressions.

Use eligible, measurable and viewable impression counts from the same measurement report. These are different stages of measurement.

Eligible impressions Impressions eligible for this measurement.

Measurable impressions Eligible impressions successfully measured.

Viewable impressions Measured impressions meeting the applicable visibility criteria.

Spend (optional) Needed only for viewable CPM. Use spend for this same population.

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The formula

Viewability = viewable impressions ÷ measurable impressions × 100

Measurability = measurable impressions ÷ eligible impressions × 100

Viewable CPM = spend ÷ viewable impressions × 1,000

Worked example · sample data

56,000 viewable impressions out of 80,000 measurable gives 70% viewability. With 100,000 eligible impressions, measurability is 80%.

Before you use the result

Do not divide viewable impressions by all served impressions and call it viewability. The denominator here is measurable impressions.

A viewable impression represents an opportunity to see an ad. It does not establish attention, recall, or a purchase.

Counts must satisfy viewable ≤ measurable ≤ eligible for this calculation. If your export does not, check scope and measurement timing before interpreting the rates.

Reference: Google Ad Manager: measurement formulas