PubRankPublisher Experience Scores

Sample report

A Media Plan Analysis report, on a sample plan

Below is the report screen itself. The sites in the plan are illustrative and every figure comes from synthetic demo data: these are not real publishers or real Chrome measurements. A real report shows the publishers in your plan, on real Chrome UX Report data.

How to use it to revise a plan

  1. Start with the plan score

    The budget-weighted plan score says in one number what experience the budget is buying.

  2. Read why scores are low

    Each site has a score on phone and desktop, and the metric that pulls it down most: ad density, ad weight or page experience.

  3. Revise and run it again

    Weigh low-scoring sites together with your other planning criteria; if needed, revise the publisher selection or the budget split, run the plan again within the same Media Plan Analysis, and compare the new plan score with the previous one.

Media plan analysis

15 Sept 2026, 00:00 · 10 publishers in 12 plan lines · United Kingdom benchmark · Phone + Desktop · CrUX data 2026-08-17 → 2026-09-13 · Score v1.0.0

Synthetic demo data — these are not real Chrome UX Report measurements.
How to read this reportWhat the scores and metrics mean

Each publisher is scored on two things people notice when they visit a site: how much advertising gets in their way (ad load) and how fast and stable the page is (page experience). The data comes from the Chrome UX Report — anonymous measurements from real Chrome users over the last 28 days. Hover or tap the i icons in the report for the same explanations.

Scores

0–100, higher is better.

Plan score
The overall score for this line of the plan, from 0 to 100. With Phone + Desktop it blends both devices by how much of the site’s Chrome traffic comes from each. Higher is better.
Publisher experience
The combined score on one device, from ad load and page experience. 0–100, higher is better.
Ad load
How heavy the advertising is for visitors compared with similar publishers: how many ads are on screen, how much of the screen they cover, and how much processing and data they use. 0–100; a higher score means a lighter ad load than peers.
Page experience
How fast and stable the page feels to real visitors, based on Google’s Core Web Vitals (LCP, INP, CLS). 0–100, higher is better.
Score colours
Green is 75 or more, amber 50–74, red below 50. The bands are relative to the publishers we compare against; they are not official Google thresholds.

Ad metrics

Measured by Chrome for real visitors. Lower is better.

Ad count
The average number of ads visible on screen at the same time while people scroll the page. Lower is better.
Ad density
The average share of the visible screen covered by ads while people scroll the page. Lower is better.
Ad weight – CPU
The total processor time used by ads during a visit. High values slow the page down and drain phone batteries. Lower is better.
Ad weight – Network
The total data downloaded by ads during a visit. High values slow loading and use mobile data. Lower is better.

Page experience metrics

Lower is better.

Core Web Vitals (CWV)
Google’s three standard measures of page experience — LCP, INP and CLS — each with published “good” and “poor” thresholds.
Largest Contentful Paint (LCP)
How long it takes for the main content of the page to appear. Good: 2.5 s or less. Poor: more than 4 s.
Interaction to Next Paint (INP)
How quickly the page responds when someone taps, clicks or types. Good: 200 ms or less. Poor: more than 500 ms.
Cumulative Layout Shift (CLS)
How much the content jumps around while the page loads, for example when an ad pushes text down. Good: 0.1 or less. Poor: more than 0.25.

Reading the tables

p75
The value that 75% of real Chrome visits over the last 28 days matched or beat. It describes a typical-to-worse visit rather than the best case.
Score
The metric converted to 0–100. Ad metrics: rank among the compared publishers (100 = lightest). Core Web Vitals: position against Google’s thresholds (80 at “good”, 50 at “poor”).
Compared with
Which publishers an ad metric was ranked against: the same category when at least 20 other publishers are available, otherwise all publishers on that device. n is the number compared.
Weekly trend
The p75 value week by week. Ad metrics only have history since Chrome began reporting them. A rising line means the metric is getting worse.
Experience-adjusted CPM
The planned CPM multiplied by the market’s typical score and divided by the site’s score; scores below 10 count as 10. A site whose ad experience is above the market’s typical publisher comes out below its CPM; one that falls behind the typical publisher comes out above it. The typical score is the market’s median on the line’s devices, blended like the plan score. It is a hypothetical comparison figure built on the PubRank method, not a price: the CPM that applies is the one in your media plan. It does not measure viewability, delivery or the actual value of an impression. Lower is better.
Status
Scored: enough data on every device. Partial: one device or page experience is missing. Insufficient CrUX data: too little real Chrome traffic, or no ads detected. Benchmark too small: not enough comparable publishers yet.
Worsening
At least one ad metric is 20% or more worse than four weeks earlier.
Average plan score55.6
Budget-weighted score54.2
Average CPM (GBP)6.37impression-weighted, 12 lines
Average experience-adjusted CPM (GBP)6.878% above the average CPM
Plan lines scored12 / 12
Not scored0
Ad load worsening3publishers, last 4 weeks

Highest publisher experience

  1. healthy-living.exampleNative
    71.3
  2. motoring-world.exampleDisplay
    66.7
  3. sport-central.exampleDisplayVideo
    61.8

Lowest publisher experience

  1. tech-guide.exampleDisplayMany ads on screen
    39.5
  2. money-today.exampleDisplayHigh ad density
    43.3
  3. recipes-hub.exampleNativeHigh ad density
    47.1

By format

Scores describe the publisher environment and are the same for every format.

Format LinesScoredAverage score Budget shareBudget-weighted score Avg. CPM (GBP) Avg. adj. CPM (GBP) Below 50
Display88
54.0
74%
53.0
6.016.643
Video22
58.1
17%
57.3
11.5811.550
Native22
59.2
9%
58.1
4.714.841
Status
healthy-living.example
HealthNative
71.3
69.873.75.004.02Scored
motoring-world.example
AutomotiveDisplay
66.7
Phone only		66.7No data7.506.32Scored
sport-central.example
SportsDisplay
61.8
61.762.05.505.11Scored
sport-central.example
SportsVideo
61.8
61.762.011.0010.22Scored
travel-notes.example
TravelDisplay
59.1
58.361.55.004.81Scored
game-world.example
GamingDisplay
58.5
58.259.24.003.90ScoredWorsening
daily-news.example
NewsDisplay
54.3
55.547.26.006.25Scored
daily-news.example
NewsVideo
54.3
55.547.212.0012.51Scored
celebrity-buzz.example
EntertainmentDisplay
49.1
49.747.74.004.65ScoredHeavy ad dataWorsening
recipes-hub.example
FoodNative
47.1
45.550.74.505.46ScoredHigh ad densityWorsening
money-today.example
FinanceDisplay
43.3
45.639.48.0010.59ScoredHigh ad density
tech-guide.example
TechnologyDisplay
39.5
38.940.97.0010.12ScoredMany ads on screen

1 line scored on one device: Chrome carries the ad metrics for the other one on too few visits.

This score compares the browser-observed advertising and page experience of publisher environments. Ad load metrics are ranked against comparable publishers on the same device; page experience uses Core Web Vitals thresholds. Scores are relative and based on Chrome UX Report field data (p75, 28-day windows).

It does not measure viewability, invalid traffic, brand safety or campaign performance, and it is not a Google rating. The four ad metrics are experimental in CrUX; their history currently covers only the weeks since Chrome began reporting them.

Chrome measures all ads on a page together and does not separate display, video or native formats. Format comes from the media plan and is used for grouping only: a publisher has the same score in every format.

Try it with your own plan

Compare 5 sites freeSee the plans