Ad fill rate calculator
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Worked example
- Paid impressions: 800
- Eligible ad opportunities: 1,000
Paid fill rate · 80%
See the formula
Paid impressions ÷ Eligible ad opportunities × 100.
How to interpret the result
Compare the same eligible slot definition across reports. An excluded slot can raise the rate without selling any additional ads.
Publisher example
If 720 of 900 eligible slots sell, fill is 80%. Counting 1,000 raw requests gives 72%. Ask why 100 requests were excluded before comparing dashboards.
Related reading: Fill rate
Measurement reference: Google AdSense reporting metrics