The ad_reward event for rewarded ads
ad_reward is a GA4 mobile event fired when a user finishes a rewarded ad and receives the in-app reward — extra lives, currency, or content. It is distinct from ad_impression (the ad was shown) and ad_click (the ad was tapped): ad_reward marks completion and payout. For apps using rewarded video to monetize, it is the event that ties ad engagement to the value the user got.
What this means
ad_reward is fired when a user is granted a reward after engaging with a rewarded ad format, typically rewarded video. It commonly carries parameters describing the ad source/unit and the reward (type and amount). It complements the other ad events: ad_impression (shown), ad_click (tapped), and ad_reward (completed and paid out).
Why completion matters
Rewarded ads only generate value when watched to the point of reward, so the gap between impressions and rewards is the signal that matters. A low reward rate can mean the ad is too long, the reward too small to motivate, or placement is annoying. Tracking ad_reward alongside ad_impression lets you tune monetization without degrading the experience — and every parameter stays about the ad, never the user.
- Fires on rewarded-ad completion and payout
- Distinct from ad_impression and ad_click
- Compare reward rate to impressions to tune UX
How it appears in analytics and logs
Many ad_impression but few ad_reward means users start rewarded ads but do not finish them, so the reward (and revenue) is rarely earned.
Diagnostic use case
Measure how often users complete rewarded ads and claim the reward, so you can balance ad monetization against user experience in an app.
What WebmasterID can help detect
WebmasterID centers on first-party web analytics; the same rule applies to app ad events — record what happened and its value, not who the person is.
Common mistakes
- Confusing ad_reward (completed) with ad_impression (shown).
- Reading impressions as revenue when rewards are rarely earned.
- Logging user identifiers on an ad event.
Privacy and accuracy notes
ad_reward records the ad unit and reward type, not the user. Keep the reward and source generic; attach no personal identifiers. This is educational, not legal advice.
Related pages
- The ad_impression event
ad_impression is a GA4 event used to record that an ad was shown, most commonly in mobile apps monetised through ad mediation. It can carry ad_platform, ad_source, ad_format, ad_unit_name, and a value/currency representing estimated revenue. It is distinct from internal view_promotion: ad_impression is about third-party ad inventory served in your app, not your own merchandising slots.
- The ad_click event
ad_click represents a user interacting with a served advertisement. In GA4's model it is the click counterpart to ad_impression for third-party ad inventory, just as select_promotion pairs with view_promotion for internal merchandising. This page clarifies which click event belongs where so you do not conflate paid ad interactions with on-site promotion clicks or generic outbound link clicks.
- The in_app_purchase event
in_app_purchase is an automatically collected GA4 event on mobile apps that fires when a user completes a purchase through the App Store or Google Play. It captures the product id, price, currency, and quantity from the store, giving app monetization reporting without manual instrumentation. It is the app-store analogue of the web purchase event, and like it, records the transaction, not the buyer.
- Event Explorer
Inspect rewarded-ad events.
Sources and verification notes
Last reviewed 2026-06-24. Facts are checked against primary/official sources where available; uncertain specifics are marked “Data not yet verified” rather than guessed.