Visualizing potential impressions

This reference article outlines how to visualize potential impressions calculated for the Google Ads data source.

Prerequisites

  • Make sure that your data extract contains the potential impressions metric. For more information, see Advanced Google Ads tips.

Procedure

Creating Unfulfilled potential impressions calculated metric

The following procedure explains how to create a calculated metric for a widget that visualizes unfulfilled or unused potential, the potential of impressions which has not been reached.

  1. Select the workspace you work with in Adverity and then, in the platform navigation menu, click Data Explorer.

  2. Next to the View tabs at the top of the page, click Create new view.

  3. In the central Metrics panel, click Create calculated metric.

  4. In the Formula field, paste the following:

    (potential_impressions)-(impressions)

  5. Click Validate.

  6. In Display name, write Unfulfilled potential impressions.

  7. Click Create.

  8. In the platform navigation menu, click Data Explorer.

  9. In the Filter columns field in the secondary menu, search for Unfulfilled potential impressions and select it.

Creating bar chart with potential impressions

To continue the procedure above and create a bar chart that displays potential impressions compared to impressions and includes the unfulfilled potential impressions, follow these steps:

  1. In the Filter columns field in the secondary menu, search for Daily and select it.

  2. In the list in the secondary menu, select Impressions.

  3. In the list in the secondary menu, select Potential Impressions.

  4. In the table that you have created in the middle of the page, click on one of the values in the Impressions column to see visualization options. Click Daily.

  5. Repeat the previous step for Potential Impressions and Unfulfilled potential impressions columns.

  6. Below the diagram which Adverity created under the table, click the Impressions: Daily tab.

  7. In Belongs to yAxis drop-down list, click Potential Impressions.

  8. In Type, click Area spline.

  9. Click the Unfulfilled potential impressions: Daily tab.

  10. In Belongs to yAxis drop-down list, click Potential Impressions.

  11. (Optional) In the Unfulfilled potential impressions: Daily tab, click More and select the second option marked with icon.

  12. (Optional) In Color, change the color of the displayed line.

  13. (Optional) In the Potential Impressions tab, change the name from Potential Impressions to Impressions.

  14. Under Data sets menu, drag Unfulfilled potential to the top. This ensures that the metric is displayed over the top of the other two metrics.

Use similar procedure to visualize Lost impressions (rank) and Lost impressions (budget) as described above. For more information about calculating Lost impressions (rank) and Lost impressions (budget), see Advanced Google Ads tips.