Ad Fill Rate Calculator

Use our Ad Fill Rate Calculator below to calculate your Ad Fill Rate and determine the number of impressions and ad requests needed to achieve a certain ad fill rate.

You can experiment with different scenarios using our Ad Fill Rate Calculator to better understand this metric.

Ad Fill Rate formula:

Ad Fill Rate = (Total ad impressions / Total ad requests) * 100

Ad Fill Rate Calculator

Example of Ad Fill Rate calculation

Let's assume you're a publisher with an ad network serving display ads on your website. Over the course of a day, you receive the following data: 10,000 ad requests, and 8,000 impressions. The ad fill rate would be calculated as follows:

Ad Fill Rate = (8,000 ad impressions / 10,000 ad requests) * 100 = 80%

In this case, the Ad Fill Rate is 80%, which means that 80% of the available ad inventory was filled with ads. A 20% fill rate gap suggests that, in 20% of the cases, there were ad opportunities where no ads were shown—this could be due to a variety of reasons, such as a lack of suitable advertisers, targeting issues, or technical problems.