Fill Rate Report
The Fill Rate report is for you (supply account owners) to understand how much of your site inventory successfully shows ads, providing full visibility into the fill rate across all placements, page types, and platforms. It can help you make informed decisions about what demand you should aim to grow to maximize revenue.
Report Overview
This report provides insights into the percentage of retail media placements that are filled, as well as the revenue, delivered impressions, and clicks. It includes multiple breakdowns and filters, like:
Page Type
Environment
Placement
Page Category
Campaign type - Onsite Sponsored Products/Onsite Display
At the top of the report, you can find a snapshot of your report with three KPIs: Fill Rate, Total Revenue, and Placement impressions.
Then, below the metrics summary, you can find:
A chart with the top performers (based on your filter),
A table with a comprehensive list of metrics and all details, as well as a graph.
A table highlighting the reasons why placements are not all filled with ads - it provides insights into why available placements were not all filled by placement impressions (based on your filter).
For details on how it is calculated, please refer to the information below.
Understanding Placement Categorization and the Different Metrics
Placements are categorized in a way that helps you pinpoint exactly why a placement may not result in a delivered ad. Here’s a breakdown of the placement categories you'll see:
Available Placements: These are all the ad opportunities available across your site. Not all of these will be used, and many are filtered out before a real auction takes place.
Non-Deliverable Placements: These are placements that cannot run an auction due to technical or business constraints. They are excluded from the fill rate calculation. They include:
Reason | Description |
Test placements | Placements that are still in testing or not fully live. |
Unmapped categories | Product or category pages not mapped in the retailer’s product feed. |
Unknown products | Product pages where items can't be identified in the feed. |
Blocked opt-out delivery | Users opted out and retailer doesn’t permit ad spend on them. |
Blocked page category | The retailer blocked ad delivery on this category of pages. |
Insufficient organic results | The page doesn’t show enough product results to display an ad. |
Deliverable Placements: These are placements where Criteo is allowed to run an auction. They are used as the base for calculating your updated fill rate.
However, not all deliverable placements will show ads. That depends on demand and campaign setup. Deliverable placements can be affected by:
Reason | Description |
Keyword without category | Keywords exist, but can’t be matched to a category. |
No demand on branded/unbranded inventory | No campaign is bidding for these keywords or placements. |
No demand on branded keyword with conquesting enabled | On placements where conquesting is enabled, there may be available ad opportunities on branded keywords that currently have no candidate campaigns running. This means other brands could potentially appear in those spots unless the brand owner activates a campaign to capture that inventory. |
No demand on branded keyword with conquesting disabled | On placements where conquesting is disabled, branded keyword opportunities that lack active campaigns will remain unfilled, meaning no other brands can appear in those spots. This presents a chance for the brand owner to activate campaigns and fully capture their own branded inventory. |
Placements with Candidates: A subset of deliverable placements where:
There is at least one campaign with demand.
All technical and data requirements are met.
This means an auction can happen, but it's not guaranteed that the ad will be shown yet.
Covered Placements: Placements where Criteo responded with an ad (SKU or line item) for the auction. From here, placements may still not result in impressions, for reasons like:
Reason | Description |
Broken placements | Ads are returned but the placement almost never displays (e.g. painted <1% of the time in last 7 days). |
Not painted impressions | Ad is returned, but for technical reasons, it doesn’t display (e.g., page reloaded before ad painted). |
Placement Impressions: These are covered placements that successfully displayed an ad on the retailer’s site.
Unfilled Placements: The number of available ad placements that did not serve any impressions.
Coverage Rate - The proportion of deliverable placements that were successfully covered with ads.
And so,
Just like all in-platform reports, you can easily save your Fill Rate report in your Reports Library to retrieve your view later and download your report in a CSV or Excel output format.