Fill Rate Calculator
Calculate your advertising fill rate using ad requests and ad impressions.
Calculate Your Fill Rate
Enter the total number of ad requests.
Enter the number of impressions generated from those requests.
Please enter valid values. Impressions cannot be greater than requests.
Your Estimated Fill Rate
0.00%
What is Fill Rate?
Fill rate is an advertising metric that indicates the percentage of ad requests that result in an ad impression.
Publishers can use fill rate to understand how effectively their available advertising opportunities are being monetized.
Fill Rate Formula
Fill Rate = (Ad Impressions ÷ Ad Requests) × 100
Fill Rate Calculation Example
Suppose a publisher receives:
Ad Requests: 1,000,000
Ad Impressions: 850,000
Fill Rate = (850,000 ÷ 1,000,000) × 100
Fill Rate = 85%
Ad Requests: 1,000,000
Ad Impressions: 850,000
Fill Rate = (850,000 ÷ 1,000,000) × 100
Fill Rate = 85%
Why is Fill Rate Important?
A low fill rate may indicate that some advertising opportunities are not being monetized.
Publishers may analyze demand sources, targeting, pricing, inventory availability, ad quality, user consent and other factors when investigating fill-rate performance.