How do I set up the Admiral key-values and reports in Google Ad Manager?

Overview

Admiral adds key-values to your ad requests so you can see recovered revenue in Google Ad Manager (GAM). To get credit for that revenue, you need to do two things: create the Admiral key-values in GAM, and send Admiral two scheduled reports.

Send the Monthly billing report to billing@getadmiral.com.

Send the Weekly proxy report to adops@getadmiral.com.

IMPORTANT: Put admiral-engaged=true and admiral-proxied=true in one Key-values filter set to is any of. If you add them as separate filters, GAM treats them as AND and drops most of your Admiral impressions.

IMPORTANT: admiral-engaged=true MUST be a Custom Dimension IF you are using another adblock recovery vendor.

Admiral's Key-Values

• admiral-engaged: Impressions and revenue from visitors who saw an Admiral Adblock Recovery engagement and disabled their adblocker within 30 days. For publishers using Proxy Protect, this also includes proxied impressions.
• admiral-proxied: Impressions and revenue served through Admiral Proxy.
• admiral-extended: Impressions and revenue from visitors who saw an Extend engagement and kept browsing in that session. Set this up the same way if you use Extend.

Admiral adds these key-values to your ad requests automatically. You only need to create them in GAM so GAM can report on them.

Part 1: Create The Key-Values

Repeat these steps for admiral-engaged and admiral-proxied (and admiral-extended, if you use Extend). If a key already exists, open it and confirm the settings match.

1) In GAM, go to Inventory > Key-values and click "New key-value".

2) Configure the settings:

• Name: admiral-engaged (exactly as written: lowercase, with a hyphen)
• Display name: Admiral Engaged
• Value type: Predefined
• Report on values: Include values in reporting & add key as custom dimension

3) Under Targeting values, click "New values", enter true (lowercase), and click "Save".

4) Confirm your settings match the screenshot below. You should see the message "Values saved."

5) Repeat steps 1–4 for admiral-proxied (Display name: Admiral Proxied), also with the single value true.

6) Back on the Key-values page, confirm both keys are listed with type Predefined, sample value true, and reporting turned on.

NOTE: Names and values are case-sensitive. Admiral-Proxied or TRUE won't match what Admiral sends. GAM only reports key-value data from the day reporting is turned on, so set these up as early as possible.

For more detail, see Google's guide to setting up key-values. You can skip the part about adding key-values to your ad tags; Admiral handles that.

Part 2: Create The Weekly Proxy Report

1) Go to Reporting > Interactive reports and click "Create my own report".

2) Name the report Admiral - Weekly Ad Ops (Proxy). Leave the report type as Historical.

3) In Select dimensions and metrics, add:

• Dimensions: Date, Ad unit (top level), Key-values
• Metrics: Total impressions, Total CPM and CPC revenue

TIP: Is Key-values grayed out or is Site in the report? Remove Site and any Admiral Engaged or Admiral Proxied custom dimensions. GAM won't run Key-values alongside those custom dimensions, or Site with Key-values and Total impressions.

4) Click "Add filter" and choose Key-values. Leave it set to is any of, type admiral, check both admiral-engaged=true and admiral-proxied=true, and click "Apply".

IMPORTANT: Use only one filter. GAM treats separate filters as AND and will only return impressions that match all of them, which drops most of your Admiral impressions.

5) Click the date range in the top left and choose Last week.

6) Optional: click the Settings (gear) icon to confirm Week starts on is set to Monday.

7) Click "Publish". GAM requires a report to be published before it can be scheduled.

8) Click the Schedule (calendar) icon, set the frequency to Weekly and the recipient to adops@getadmiral.com, then save the schedule.

Part 3: Update Your Monthly Billing Report

Edit the monthly report you already send to billing@getadmiral.com rather than creating a new one, so the schedule and recipients stay in place.

1) Go to Reporting > Interactive reports and open your existing Admiral billing report.

2) Make sure the dimensions are Date, Ad unit (top level), and Key-values. If the report has Site or the Admiral Engaged or Admiral Proxied custom dimensions, remove them, since GAM won't run them with Key-values and these metrics.

3) Edit the filters so there's a single filter: Key-values is any of admiral-engaged=true, admiral-proxied=true. Remove any other Admiral filters.

4) Confirm the metrics include Total impressions and Total CPM and CPC revenue.

5) Confirm the date range is Last month.

6) Click "Publish" to save your changes, then confirm the schedule is Monthly, starting on the 1st of the month, with billing@getadmiral.com as a recipient.

Check Your Reports

Run each report once. For each day and ad unit, you should see an admiral-engaged=true row and, if you use Admiral Proxy, an admiral-proxied=true row. The admiral-proxied=true rows are your Proxy revenue.

Your Admiral bill is based on the admiral-engaged=true rows. Proxied impressions are already part of that total.

IMPORTANT: Don't add the admiral-engaged=true and admiral-proxied=true rows together. GAM counts an impression in every key-value row it matches, so proxied impressions appear in both rows.

Checklist

• admiral-engaged and admiral-proxied exist under Inventory > Key-values, with value true and reporting set to include values and add the key as a custom dimension
• Weekly report: Date, Ad unit (top level), Key-values; one filter, Key-values is any of admiral-engaged=true, admiral-proxied=true; Last week; sent weekly to adops@getadmiral.com
• Monthly report: same dimensions and filter; Last month; sent monthly to billing@getadmiral.com
• A test run shows admiral-engaged=true rows, with Proxy revenue in the admiral-proxied=true rows
• If you use another adblock recovery vendor: admiral-engaged=true is set up as a custom dimension

If you have any questions or would like assistance, please reach out to customerlove@getadmiral.com.

Frequently Asked Questions

I don't see any admiral-proxied=true rows in my report.

Check that the admiral-proxied key exists, the value is lowercase true, and admiral-proxied=true is checked in your Key-values filter. Data appears from the day the key was set up; GAM doesn't backfill earlier dates.

The Key-values dimension is grayed out in my report.

That's expected when the Admiral Engaged or Admiral Proxied custom dimension is in the report, because GAM doesn't allow them alongside Key-values. Remove those custom dimensions and any filters on them, then add Key-values as described in Part 2. If Site is in the report, remove it too.

Each site in my network doesn't have its own top-level ad unit.

Contact customerlove@getadmiral.com before building the reports so we can help you choose the right dimension.

I'm using a reinsertion vendor (Acceptable Ads reinsertion or Proxy reinsertion). Will my report be accurate?

If a reinsertion vendor also serves ads to adblocking visitors, some impressions may be counted by both. To exclude them, follow the guide for your vendor:

• Excluding Acceptable Ads in Google Ad Manager Reporting
• Excluding Adshield In Google Ad Manager Reporting