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If you've spent time wandering around the Performance reports tab in the new interface, you've likely stumbled upon the Columns button. This button lets you customize your report to view earnings by page views , ad requests , matched requests and individual ad impressions . Selecting one of these options will change the columns and data shown in the table and graph. All other metrics, like CTR & RPM, will be based on the selection you choose. We've received some questions about understanding these reports, especially when viewing by 'page views' and 'ad requests'. To get an overall sense of your ad performance, view your earnings by 'page views'. When looking at specific ad units or channels, however, we recommend using the 'ad requests' view. This will provide you the most accurate numbers for specific reports like ad units, ad sizes, custom channels, ad types, targeting types, and bid types. Why is this? When analyzing the performanc...