Active Agent: Most-used fields#
The table below gives information about most-used fields that you can import from Active Agent. Other fields might also be available in Adverity.
The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.
ADVERTISER_FEE Metric
The fee charged to the advertiser for running campaigns.
ADVERTISER_ID Dimension
The unique identifier for the advertiser.
AGENCY_ID Dimension
The unique identifier for the advertising agency managing the campaigns.
AUCTION_PRICE_SUM Metric
The sum of the prices paid in ad auctions for delivered impressions or clicks.
AUDIBLE_ADS Metric
The number of audible ad impressions. This is a metric related to ad performance.
Advertiser Dimension
The name of the advertiser associated with the campaign or ad creative.
BANNER_ID Dimension
The unique identifier for the ad banner.
BIDS_COSTS Metric
The costs associated with bids placed for ad impressions.
CAMPAIGN_ID Dimension
The unique identifier for a specific advertising campaign.
CLICKS Metric
The total number of clicks recorded for an ad or campaign.
CONTACTS Metric
The number of unique users reached or exposed to an ad.
CONTEXTUAL_COSTS Metric
Costs associated with contextual targeting, which places ads on websites or apps with content related to the ad.
ClickRate Metric
The ratio of clicks to impressions, often expressed as a percentage (Click-Through Rate or CTR).
DATE Dimension
The specific date for which the reported data is aggregated.
DAY Dimension
The day of the month for which the reported data is aggregated.
DEAL Dimension
The unique identifier for a private marketplace (PMP) deal or guaranteed deal.
Date Dimension
The specific date for which the data is reported.
Deal Dimension
The name or description of the private marketplace (PMP) deal or guaranteed deal.
EVENT_COMPLETE_COUNT Metric
The count of instances where a defined event (e.g., video completion) was fully completed.
EVENT_IMPRESSION_COUNT Metric
The count of impressions recorded for a specific event type.
EVENT_START_COUNT Metric
The count of instances where a defined event (e.g., video playback) was initiated.
GROSS_ADS Metric
The total number of gross ad impressions.
Impressions Metric
The total number of times an ad was displayed.
NETWORK_ID Dimension
The unique identifier for the advertising network where the campaign is running.
NET_COST Metric
The net cost of the ad campaign after any deductions or fees.
NET_DISPLAY_ADS Metric
The net number of display ad impressions served after any adjustments.
NET_DISPLAY_ELIGIBLE_IMPRESSIONS Metric
The number of display ad impressions that were eligible to be viewed.
NET_DISPLAY_IAB_VIEWED_IMPRESSIONS Metric
This field provides the net count of display ad impressions that met the Interactive Advertising Bureau (IAB) viewability standards.
NET_DISPLAY_MEASURED_IMPRESSIONS Metric
The number of display ad impressions that were successfully measured.
NET_VIDEO_ADS Metric
The net number of video ad impressions served after any adjustments.
NET_VIDEO_ELIGIBLE_IMPRESSIONS Metric
The number of video ad impressions that were eligible to be viewed.
NET_VIDEO_IAB_VIEWED_IMPRESSIONS Metric
This field provides the net count of video ad impressions that met the Interactive Advertising Bureau (IAB) viewability standards.
NET_VIDEO_MEASURED_IMPRESSIONS Metric
The number of video ad impressions that were successfully measured.
ORDER_ID Dimension
The unique identifier for the insertion order.
POSTCLICK_CONVERSIONS Metric
The number of conversions that occurred after a user clicked on an ad.
POSTCLICK_REVENUE Metric
Revenue generated from conversions that occurred after a user clicked on an ad.
POSTVIEW_CONVERSIONS Metric
The number of conversions that occurred after a user viewed an ad, without necessarily clicking it.
POSTVIEW_REVENUE Metric
Revenue generated from conversions that occurred after a user viewed an ad, without necessarily clicking it.
PREBID_COSTS Metric
Costs incurred during the pre-bid phase of programmatic advertising, before the actual ad auction.
SSP Dimension
The Supply-Side Platform (SSP) through which ad inventory is procured.
SUPPLY_PARTNER_ID Dimension
The unique identifier for the supply partner providing the ad inventory.
TAGGING_COSTS Metric
Costs associated with implementing and managing ad tags or tracking pixels.
TECH_FEE Metric
Fees charged by technology providers in the ad tech ecosystem.
THIRD_PARTY_COSTS Metric
Costs associated with third-party vendors or services, such as measurement or data providers.
VIDEO_COMPLETE_IMPRESSIONS Metric
The number of video ad impressions that played to 100% completion.
Win Rate Metric
The percentage of bid requests won by the DSP in ad auctions.
ad_format Dimension
The format of the ad, e.g., banner, video, native.
banner.active Dimension
Indicates whether the banner ad is currently active and eligible for delivery.
banner.activeThirdPartyFeatures Dimension
A list of active third-party features enabled for the banner ad, such as specific tracking or verification services.
banner.adSpotId Dimension
Identifier for the specific ad spot where a banner is displayed.
banner.assetId Metric
The unique identifier for the creative asset associated with the banner ad.
banner.assetUrl Dimension
The URL where the creative asset for the banner ad is hosted.
banner.bannerPoolId Metric
Identifier for a group or pool of banners.
banner.callToAction Dimension
The call-to-action text displayed on the banner ad (e.g., 'Learn More', 'Shop Now').
banner.campaignId Metric
The unique identifier of the campaign to which the banner ad belongs.
banner.childBannerIds Dimension
A list of unique identifiers for child banner ads associated with this parent banner (e.g., for ad variations).
banner.clickTags Dimension
A list of click tags used for tracking clicks and redirecting users for the banner ad.
banner.clickUrl Dimension
The URL to which the user is redirected upon clicking the banner ad.
banner.combinedRuleId Dimension
Unique identifier for the combined rule applied to a specific banner within an advertising campaign. This field helps in tracking which set of targeting or bidding rules are associated with a banner.
banner.compatibleSsps Dimension
A list of Supply-Side Platforms (SSPs) that are compatible with the banner ad creative.
banner.creativeUrl Dimension
The URL where the banner ad creative is hosted.
banner.deeplinkUrlEncode Dimension
Indicates whether the deeplink URL for the banner ad should be URL-encoded.
banner.deeplinkUrlParams Dimension
Parameters to be appended to the deeplink URL for the banner ad.
banner.deleted Dimension
Indicates whether the banner ad has been soft-deleted.
banner.description Dimension
A descriptive text for the banner ad.
banner.duration Metric
The duration of the banner ad, particularly relevant for video or animated formats.
banner.errorMessage Dimension
Any error message associated with the banner, indicating issues during ad serving, creative approval, or other operational processes. This helps in troubleshooting and optimizing banner performance.
banner.externalIconFiles Dimension
A list of URLs or identifiers for external icon files used in the banner ad.
banner.externalImageFiles Dimension
A list of URLs or identifiers for external image files used in the banner ad.
banner.file Dimension
The file name or path of the primary creative file for the banner ad.
banner.filePaths Dimension
A list of file paths for assets used in the banner ad.
banner.filterIds Dimension
A list of unique identifiers for filters applied to the banner ad.
banner.iconFiles Dimension
A list of URLs or identifiers for icon files used in the banner ad.
banner.id Dimension
The unique identifier for the banner ad creative.
banner.imageFiles Dimension
A list of URLs or identifiers for image files used in the banner ad.
banner.indexFilePath Dimension
The file path to the main index file for complex HTML5 banner creatives.
banner.infiniteRuntime Dimension
Indicates whether the banner ad is configured to run indefinitely without an end date.
banner.landingPage Dimension
The URL of the landing page where users are directed after clicking the banner ad.
banner.lastUpdate Metric
The timestamp of the last update made to the banner ad configuration.
banner.name Dimension
The name of the banner ad creative.
banner.networkId Metric
The unique identifier for the network associated with the banner ad.
banner.params Dimension
This field contains various parameters or attributes associated with a specific advertising banner, providing detailed information and configuration beyond basic identification.
banner.parentBannerId Metric
The unique identifier of the parent banner ad if this is a child banner.
banner.postHtmlCode Dimension
HTML code to be inserted after the main banner ad creative, often used for tracking or additional content.
banner.preHtmlCode Dimension
HTML code to be inserted before the main banner ad creative, often used for custom styling or scripts.
banner.redirectTag Dimension
A redirect tag used for serving the banner ad, often from a third-party ad server.
banner.redirectUrl Dimension
The URL used for redirecting to the actual banner ad creative or landing page.
banner.runtime Dimension
The configured runtime period or schedule for the banner ad.
banner.shopId Dimension
The unique identifier of the shop or advertiser associated with a specific advertising banner. This ID helps in categorizing and reporting banner performance for individual client entities.
banner.size Dimension
The dimensions (width x height) of the banner ad.
banner.sponsored Dimension
Indicates whether the banner is part of a sponsored campaign or a sponsored content placement. This is a boolean flag (true/false) used for identifying sponsored inventory.
banner.ssl Dimension
Indicates whether the banner ad is SSL-compliant (served over HTTPS).
banner.status Dimension
The current status of the banner ad (e.g., active, paused, pending review).
banner.statusMessages Dimension
A list of messages providing details about the current status of the banner ad.
banner.tag Dimension
The ad tag or creative tag associated with the banner ad.
banner.tcfCompliant Dimension
Indicates whether the banner ad is compliant with the Transparency & Consent Framework (TCF) for privacy regulations.
banner.tcfVendors Dimension
A list of vendors associated with the banner ad that are compliant with the Transparency & Consent Framework (TCF).
banner.templateId Metric
The unique identifier of the template used to create the banner ad.
banner.title Dimension
The title of the banner ad creative.
banner.trackingUrl Dimension
The primary URL used for tracking impressions or clicks for the banner ad.
banner.trackingUrls Dimension
A list of URLs used for tracking impressions, clicks, or other interactions with the banner ad.
banner.type Dimension
The type of banner ad, such as image, HTML5, or video.
banner.valid Dimension
Indicates whether the banner ad is considered valid and properly configured for delivery.
banner.vastEvents Dimension
A list of VAST (Video Ad Serving Template) events configured for video banner ads.
banner.vastSettings Dimension
Settings specific to VAST (Video Ad Serving Template) for video banner ads.
banner.vastTemplateId Metric
The unique identifier of the VAST (Video Ad Serving Template) template used for video banner ads.
banner.vastVersion Dimension
The version of the VAST (Video Ad Serving Template) specification used for video banner ads.
banner.vastXml Dimension
The XML content of the VAST (Video Ad Serving Template) for video banner ads.
banner.videoProperties Dimension
Properties specific to video banner ads, such as aspect ratio or autoplay settings.
banner.wrapperUrl Dimension
The URL for a VAST wrapper tag, which can chain multiple video ad responses.
campaign.active Dimension
Indicates whether the campaign is currently active and delivering ads.
campaign.activeThirdPartyFeatures Dimension
A list of active third-party features enabled for the campaign, such as specific tracking or verification services.
campaign.bannerIds Dimension
A list of unique identifiers for banner ads associated with the campaign.
campaign.bidFactorIds Dimension
A list of unique identifiers for bid factors applied to the campaign, influencing bidding strategy.
campaign.biddingStrategy Dimension
The bidding strategy configured for the campaign (e.g., maximize clicks, target CPA).
campaign.calculatedDailyBudget Metric
The calculated daily budget for the campaign, taking into account pacing and overall budget.
campaign.calculatedDailyImpressions Metric
The calculated number of daily impressions for the campaign, considering pacing and total impressions.
campaign.cpxMetrics Dimension
Metrics related to Cost Per X (CPX) goals, where X can be action, install, lead, etc., for a campaign.
campaign.dailyBudget Metric
The maximum amount of money the campaign is allowed to spend per day.
campaign.dailyImpressions Metric
The target or actual number of impressions delivered per day for the campaign.
campaign.dailyPacing Dimension
The daily pacing setting for the campaign, controlling how the budget is spent throughout the day.
campaign.deals Dimension
A list of deals (e.g., PMP deals) associated with the campaign.
campaign.deleted Dimension
Indicates whether the campaign has been soft-deleted.
campaign.deliveryTechnique Dimension
The delivery technique used for the campaign (e.g., standard, accelerated).
campaign.dsaBehalf Dimension
Indicates if the campaign is running on behalf of another entity under the Digital Services Act (DSA).
campaign.dsaPaid Dimension
Indicates if the campaign is paid for by another entity under the Digital Services Act (DSA).
campaign.filterIds Dimension
A list of unique identifiers for filters applied to the campaign.
campaign.id Dimension
The unique identifier for the campaign.
campaign.infiniteRuntime Dimension
Indicates whether the campaign is configured to run indefinitely without an end date.
campaign.lastUpdate Metric
The timestamp of the last update made to the campaign configuration.
campaign.maxCpc Metric
The maximum Cost Per Click (CPC) bid allowed for the campaign.
campaign.maxCpcv Metric
The maximum Cost Per Completed View (CPCV) bid allowed for video campaigns.
campaign.maxCpm Metric
The maximum Cost Per Mille (CPM) bid allowed for the campaign.
campaign.minVtr Metric
The minimum Video Through Rate (VTR) required for video campaigns, representing the percentage of videos watched to completion.
campaign.name Dimension
The name of the campaign.
campaign.networkId Metric
The unique identifier for the network associated with the campaign.
campaign.optimization Dimension
Settings related to the optimization goals and methods for the campaign.
campaign.orderId Metric
The unique identifier of the order to which the campaign belongs.
campaign.pace Metric
The pacing strategy for the campaign, controlling the rate of budget spending.
campaign.runtimePacing Dimension
Indicates if runtime pacing is enabled for the campaign to distribute spending over its flight duration.
campaign.runtimePacingFactor Metric
The factor used in runtime pacing to adjust the spending rate for the campaign.
campaign.runtimes Dimension
A list of runtime periods or schedules configured for the campaign.
campaign.templateId Metric
The unique identifier of the template used to create the campaign.
campaign.thirdPartyCostIds Dimension
A list of unique identifiers for third-party costs associated with the campaign.
campaign.totalBudget Metric
The total budget allocated for the entire duration of the campaign.
campaign.totalImpressions Metric
The total number of impressions planned or delivered for the entire campaign duration.
campaign.trackingPageIds Dimension
A list of unique identifiers for tracking pages associated with the campaign, used for conversion tracking.
campaign.type Dimension
The type of campaign (e.g., branding, performance, video).
country Dimension
The country targeted by the campaign or where the ad impression occurred.
currency Dimension
The currency used for reporting financial metrics.
eCPC Metric
Effective Cost Per Click, calculated by dividing total cost by total clicks.
eCPCV Metric
Effective Cost Per Completed View, calculated by dividing total cost by total completed video views.
eCPV Metric
Effective Cost Per View, calculated by dividing total cost by total video views.
fiscal_year Dimension
This field represents the fiscal year to which the collected data belongs, enabling financial reporting and analysis aligned with a fiscal calendar.
media_category Dimension
The category of media where the ad was displayed (e.g., social, display, video).
media_channel Dimension
The channel of media where the ad was displayed (e.g., web, mobile app).
media_type Dimension
The type of media used for the ad creative (e.g., image, video, rich media).
network.accessibleFeatures Dimension
A list of features accessible within the network.
network.adFarmId Metric
Identifier for an ad farm within the ad network where ads are served.
network.companyIds Dimension
A list of company identifiers associated with the network.
network.deleted Dimension
Indicates whether the network has been soft-deleted.
network.hasHostingFee Dimension
Indicates whether the network incurs a hosting fee.
network.id Metric
The unique identifier for the network.
network.isDmp Dimension
Indicates whether the network functions as a Data Management Platform (DMP).
network.isEnabledForRedirectCampaigns Dimension
Indicates whether the network is enabled to support redirect campaigns.
network.lastUpdate Metric
The timestamp of the last update made to the network configuration.
network.name Dimension
The name of the network.
network.somThirdPartyUplift Metric
A metric representing the additional performance or value generated by a third-party integration within a specific ad network, potentially indicating a share of market uplift or similar value.
network.thirdPartyUplift Metric
The third-party uplift percentage applied within the network, often related to data or verification costs.
order.advertiserId Metric
The unique identifier of the advertiser associated with the order.
order.agencyId Metric
The unique identifier of the agency associated with the order.
order.calculatedDailyBudget Metric
The daily budget calculated for the order based on its total budget and runtime.
order.calculatedDailyImpressions Metric
The calculated number of daily impressions for the order, considering pacing and total impressions.
order.campaignIds Dimension
A list of identifiers for campaigns associated with this order.
order.dailyBudget Metric
The maximum amount of money the order is allowed to spend per day.
order.dailyPacing Dimension
The daily pacing setting for the order, controlling the rate at which the daily budget is spent throughout the day.
order.deleted Dimension
Indicates if the order has been marked as deleted.
order.dsaBehalf Dimension
Indicates if the order is running on behalf of another entity under the Digital Services Act (DSA).
order.dsaPaid Dimension
Indicates if the order is paid for by another entity under the Digital Services Act (DSA).
order.id Dimension
The unique identifier for the order.
order.lastUpdate Metric
The timestamp of the last update made to the order configuration.
order.name Dimension
The name of the order.
order.networkId Dimension
The unique identifier of the ad network associated with the order.
order.pace Metric
The pacing strategy or setting that controls the speed at which the order's budget is spent.
order.runtimeBudgets Dimension
The budget allocations and limits defined for different runtime periods or phases of the advertising order.
order.runtimePacing Dimension
The runtime pacing setting for the order, which distributes the budget evenly across the order's entire duration.
order.runtimePacingFactor Metric
The factor used in runtime pacing to adjust the spending rate for the order.
order.totalBudget Metric
The overall total budget allocated for the order's entire duration.
order.totalImpressions Metric
The cumulative total number of ad impressions delivered over the entire duration of an advertising order.
placement_id Dimension
The unique identifier for the ad placement where the ad is displayed.
tactic Dimension
This field identifies the specific advertising tactic or strategy employed for the reported data, allowing for granular analysis of campaign performance by different approaches.
vendor Dimension
The vendor associated with the ad impression or creative (e.g., ad server, data provider).