Abstract: Methods and computer storage media for tracking and reporting ad unit performance are described. Tags are associated with ad units and may be manually associated and/or extracted from content items to be presented on a webpage associated with an ad unit. Upon receipt of a request for an advertisement to be presented in association with an ad unit, one or more associated tags are also received. Performance of the ad unit may be tracked utilizing the associated tags and one or more performance data elements, for instance, click-through-rate, income generated by the ad unit, visitor data, number of impressions, and expected cost per thousand impressions (eCPM). Reports on the tracked performance may be generated as desired.