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How do I measure a creative’s viewability?
The viewability tag is a separate script in the creative. It reports an impression as viewable once at least 50 per cent of its area has been in view for one second. Metrunio measures viewability from the Pro plan upwards, not on the free Start plan.
What is the viewability tag and when does an impression count as viewable?
<script async src="https://collector.example.com/v1/viewability.js"
data-metrunio-token="<TOKEN>"
data-metrunio-impression-id="[IMPRESSION_ID]"
data-metrunio-endpoint="https://collector.example.com"
data-metrunio-consent="granted"
data-metrunio-site-domain="[SITE_DOMAIN]"
data-metrunio-min-ratio="0.5"
data-metrunio-min-duration="1000"></script>The thresholds follow the common industry definition for display: 50 per cent of the area, one second. They sit in the tag itself and are therefore verifiable rather than merely asserted.
Viewable means opportunity, not attention
A viewable impression says the creative was inside the window long enough and large enough to be seen. Whether anyone actually looked is something no tag on earth measures. Turning viewability into attention means the figure has already been misread.
Formats and thresholds
| Format | Common industry threshold | What Metrunio measures |
|---|---|---|
| Display, regular size | 50% of the area, 1 second | 50% of the area, 1 second; the default in the tag |
| Display, large formats from 242,500 pixels | 30% of the area, 1 second | the same display rule; there is no separate threshold for large formats |
| Video | 50% of the area, 2 continuous seconds | no separate video rule; the tag uses the configured display threshold (one second), a shorter time than the video rule. The figure is therefore no proof of an impression viewable by video criteria |
The threshold sits in the tag as data-metrunio-min-ratio and data-metrunio-min-duration. Change it and the rule changes: what gets reported is what stands there, and we cannot verify it from outside. That is why post-view coverage in the portal shows which thresholds were actually reported and how many impressions fall under each. A figure without its threshold is not comparable.
What does not count as viewable
- A creative in a background tab: the browser’s visibility observer reports no area there.
- A creative that never reaches the threshold continuously. Two half seconds are not one second.
- A delivery without a tag. It counts as an impression and never as a viewable one, which is why the viewability rate is always a lower bound.
- Obvious bots, recognised by the browser identifier. That is a heuristic, not bot management: anything posing as an ordinary browser is counted.
Caution
Metrunio filters obvious bots. Invalid traffic beyond that is not reported separately, and Metrunio does not issue evidence of it to an industry standard.
The tag measures a second thing: whether the browser returns a view identifier and where it came from. If one comes back that your shop issued, it is proven that this browser lets the viewable impression and the purchase be linked. If only the one the pixel just set comes back, that is no proof yet: Firefox returns it from a partition that never reaches your shop. Both make up the post-view coverage in the portal, as lower and upper bound. data-metrunio-consent="granted" is the condition. Without consent nothing is set and nothing is read.
Caution
The pixel and the viewability tag must receive the same impression ID. Otherwise delivery and viewability cannot be joined, and viewable impressions appear without a matching delivery.
Note
The viewability tag measures from the Pro plan upwards and during the trial. On the free “Start” plan the collector does not accept its reports and answers with IMPRESSIONS_NOT_IN_PLAN; no view identifier is created.
Revisado por última vez el 15 oct 2026
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Artículos relacionados
- How do I install the impression pixel?
How do I measure that a creative was served?
The impression pixel is a 1×1 image you place in the creative or the ad tag. It counts delivery, not viewability; that is what the separate viewability tag is for. It measures from the Pro plan upwards; on the free Start plan Metrunio accepts no impressions.
- What do the macros in the tracking code mean?
What is [IMPRESSION_ID] and what happens if the macro is not replaced?
Your ad server replaces [IMPRESSION_ID] with the identifier of the individual delivery and [CACHEBUSTER] with a random value. If [IMPRESSION_ID] is left unreplaced, the collector detects it and gives the pixel its own impression ID per delivery. The impression then counts, but the viewability tag reports nothing: without a shared identifier, viewability cannot be matched to a delivery.
- How post-view is measured and where it is not
How does a viewable impression without a click get to a purchase in my shop?
Through a cookie on the measurement address: pixel and viewability tag set it with consent, the SDK in your shop returns it, and the link is made on the server. That works in Chrome and Edge, not in Safari, Firefox or Brave. How large the linkable share is for you is shown as post-view coverage in the portal.
- What is post-view and what does it tell me?
Why should I count viewable impressions without a click?
Post-view means: a viewable ad that was not followed by a click is linked to a later order or lead and taken into account by your model. That gives a number to contacts click measurement cannot see, display in particular; it only works where your own tag runs, both sides have consented and the browser returns the view identifier. Viewable impressions receive a share from the Pro plan, and how much they count is decided by model and view window.