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.

API name	Adverity UI name	Description	Use in Adverity
ADSQUARE_COSTS	ADSQUARE_COSTS	Costs incurred through the integration and usage of Adsquare services, typically for measuring and analyzing visitor flows for campaigns.	metric
ADVERTISER_FEE	ADVERTISER_FEE	The fee charged to the advertiser for running campaigns.	metric
ADVERTISER_ID	ADVERTISER_ID	The unique identifier for the advertiser.	dimension
AD_SLOT_ID	AD_SLOT_ID	Unique identifier for the ad slot where an ad is displayed.	dimension
AGENCY_ID	AGENCY_ID	The unique identifier for the agency managing the campaign.	dimension
AUCTION_PRICE_SUM	AUCTION_PRICE_SUM	The sum of auction prices for all winning bids.	metric
AUDIBLE_ADS	AUDIBLE_ADS	The number of audible ad impressions. This is a metric related to ad performance.	metric
AUTHENTIC_ADS	AUTHENTIC_ADS	Number of authentic or verified ad impressions served. This metric is often used for brand safety and quality assurance.	metric
Advertiser	Advertiser	Name or identifier of the advertiser associated with the campaign or creative.	dimension
BANNER_ID	BANNER_ID	The unique identifier for the ad banner.	dimension
BIDS_COSTS	BIDS_COSTS	The costs associated with bids placed for ad impressions.	metric
BID_SUM	BID_SUM	The sum of all bids placed in the auction.	metric
CAMPAIGN_ID	CAMPAIGN_ID	The unique identifier for the campaign.	dimension
CLICKS	CLICKS	The total number of clicks recorded for the ad.	metric
CONTACTS	CONTACTS	The number of unique users reached or exposed to an ad.	metric
CONTENTUNIT_ID	CONTENTUNIT_ID	Unique identifier for the content unit where ads are placed.	dimension
COUNT	COUNT	A standard metric representing a general count, such as the number of impressions or events.	metric
ClickRate	ClickRate	The percentage of ad impressions that resulted in a click, calculated as (Clicks / Impressions) * 100. It is a key performance indicator (KPI) for ad engagement.	metric
DATE	DATE	The specific date for which the data is reported.	dimension
DAY	DAY	The specific day of the month for which the data is reported.	dimension
DEAL	DEAL	An identifier for a programmatic advertising deal, used to filter or select specific deals, particularly relevant for perspective reports like PROGRAMMATIC_TV.	dimension
Date	Date	The specific date for which the data is reported.	dimension
Deal	Deal	Identifier or name of the programmatic deal (e.g., Private Marketplace, Preferred Deal) used for specific ad inventory.	dimension
EVENT_COMPLETE_COUNT	EVENT_COMPLETE_COUNT	Number of times a defined event (e.g., video complete, conversion) has been successfully completed.	metric
EVENT_IMPRESSION_COUNT	EVENT_IMPRESSION_COUNT	The total number of times an ad banner was displayed to a user.	metric
EVENT_START_COUNT	EVENT_START_COUNT	Number of times a defined event (e.g., video start) has been initiated.	metric
FULLY_ON_SCREEN_ADS	FULLY_ON_SCREEN_ADS	Number of ads that were displayed completely within the user’s screen viewport, indicating full visibility.	metric
GROSS_ADS	GROSS_ADS	The total number of gross ad impressions.	metric
IAS_COSTS	IAS_COSTS	Total costs incurred from Integral Ad Science (IAS), a third-party ad verification and measurement provider.	metric
Impressions	Impressions	Total number of times an advertisement was displayed to users.	metric
MONITORED_ADS	MONITORED_ADS	Count of ads that were successfully monitored for viewability, brand safety, or other quality metrics by a verification provider.	metric
MONTH	MONTH	The specific month for which the data is reported.	dimension
NETWORK_ID	NETWORK_ID	The unique identifier for the ad network.	dimension
NET_COST	NET_COST	The net cost of the ad campaign after any deductions or fees.	metric
NET_DISPLAY_ADS	NET_DISPLAY_ADS	The net number of display ad impressions served after any adjustments.	metric
NET_DISPLAY_ELIGIBLE_IMPRESSIONS	NET_DISPLAY_ELIGIBLE_IMPRESSIONS	The number of display ad impressions that were eligible to be viewed.	metric
NET_DISPLAY_IAB_VIEWED_IMPRESSIONS	NET_DISPLAY_IAB_VIEWED_IMPRESSIONS	The number of display ad impressions that were measured as viewed according to IAB standards.	metric
NET_DISPLAY_MEASURED_IMPRESSIONS	NET_DISPLAY_MEASURED_IMPRESSIONS	The number of display ad impressions that were successfully measured.	metric
NET_VIDEO_ADS	NET_VIDEO_ADS	The net number of video ad impressions served after any adjustments.	metric
NET_VIDEO_ELIGIBLE_IMPRESSIONS	NET_VIDEO_ELIGIBLE_IMPRESSIONS	The number of video ad impressions that were eligible to be viewed.	metric
NET_VIDEO_IAB_VIEWED_IMPRESSIONS	NET_VIDEO_IAB_VIEWED_IMPRESSIONS	The number of video ad impressions that were measured as viewed according to IAB standards.	metric
NET_VIDEO_MEASURED_IMPRESSIONS	NET_VIDEO_MEASURED_IMPRESSIONS	The number of video ad impressions that were successfully measured.	metric
ORDER_ID	ORDER_ID	The unique identifier for the insertion order.	dimension
POSTVIEW_TURNOVER	POSTVIEW_TURNOVER	Revenue generated from conversions where the user viewed an ad but did not click on it before converting.	metric
PRE_RENDERED_CALLS	PRE_RENDERED_CALLS	Number of calls made to pre-render ads, typically to improve load times and user experience.	metric
REFERRER	REFERRER	The URL of the page that referred the user to the current ad impression.	dimension
SSP	SSP	The Supply-Side Platform (SSP) through which the ad impression was purchased.	dimension
SUPPLY_PARTNER_ID	SUPPLY_PARTNER_ID	An identifier for the supply-side partner (SSP) or ad network responsible for delivering ad impressions.	dimension
TAGGING_COSTS	TAGGING_COSTS	Costs associated with ad tagging or creative serving.	metric
TECH_FEE	TECH_FEE	Fees charged for the use of advertising technology.	metric
THIRD_PARTY_COSTS	THIRD_PARTY_COSTS	Costs incurred from third-party vendors or services.	metric
TRAFFIC_TYPE	TRAFFIC_TYPE	The type of traffic associated with ad impressions, such as direct, referral, or programmatic.	dimension
TURNOVER	TURNOVER	Total revenue generated from advertising campaigns.	metric
TURNOVER_CLICKS	TURNOVER_CLICKS	Revenue generated from conversions that directly resulted from a user clicking on an advertisement.	metric
TURNOVER_VIEWS	TURNOVER_VIEWS	The revenue generated from views of an advertisement.	metric
VIDEO_COMPLETE_IMPRESSIONS	VIDEO_COMPLETE_IMPRESSIONS	The number of video ad impressions that played to 100% completion.	metric
WON_COUNT	WON_COUNT	Number of times an ad impression bid was successfully won in an auction.	metric
Win Rate	Win Rate	The percentage of bids won out of the total bids made for ad impressions.	metric
YEAR	YEAR	The specific year for which the data is reported.	dimension
ad_format	ad_format	The format of the advertisement, such as display, video, native, audio, or rich media.	dimension
banner.active	banner.active	Indicates if the banner is currently active and eligible for serving.	dimension
banner.activeThirdPartyFeatures	banner.activeThirdPartyFeatures	Features or functionalities activated for third-party integrations specifically for this banner.	dimension
banner.adSpotId	banner.adSpotId	Identifier for the specific ad spot or placement where the banner is intended to be displayed.	dimension
banner.assetId	banner.assetId	Identifier for the creative asset associated with the banner.	metric
banner.assetUrl	banner.assetUrl	The URL where the banner’s creative asset is hosted.	dimension
banner.bannerPoolId	banner.bannerPoolId	Identifier for the pool of banners to which this creative belongs, used for grouping or rotation.	metric
banner.callToAction	banner.callToAction	The call-to-action (CTA) text or phrase used in the banner, prompting users to take a specific action.	dimension
banner.campaignId	banner.campaignId	The unique identifier of the campaign to which the banner belongs.	metric
banner.childBannerIds	banner.childBannerIds	A list of identifiers for banners that are logically grouped as children of the current banner, often used for variations or dynamic creatives.	dimension
banner.clickTags	banner.clickTags	List of click tags or tracking URLs configured for the banner to record clicks.	dimension
banner.clickUrl	banner.clickUrl	The destination URL where the user is directed after clicking on the banner.	dimension
banner.combinedRuleId	banner.combinedRuleId	An identifier for a set of combined rules or conditions that apply to the banner, influencing its targeting, delivery, or optimization.	dimension
banner.compatibleSsps	banner.compatibleSsps	A list of Supply-Side Platforms (SSPs) that are compatible with and can serve this banner.	dimension
banner.creativeUrl	banner.creativeUrl	The URL where the banner’s creative asset is hosted.	dimension
banner.deeplinkUrlEncode	banner.deeplinkUrlEncode	Boolean flag indicating whether the deeplink URL parameters for the banner should be URL encoded.	dimension
banner.deeplinkUrlParams	banner.deeplinkUrlParams	Parameters appended to the deeplink URL for the banner, used to direct users to specific content within an app.	dimension
banner.deleted	banner.deleted	Indicates if the banner has been marked as deleted.	dimension
banner.description	banner.description	A textual description of the banner creative.	dimension
banner.duration	banner.duration	The length of time, typically in seconds, that the advertising banner creative is intended to be displayed or played.	metric
banner.errorMessage	banner.errorMessage	Any error message associated with the banner, indicating issues during upload, processing, or serving.	dimension
banner.externalIconFiles	banner.externalIconFiles	List or paths of icon files hosted externally and used within the banner creative.	dimension
banner.externalImageFiles	banner.externalImageFiles	List or paths of image files hosted externally and used within the banner creative.	dimension
banner.file	banner.file	Main file associated with the banner creative, such as an HTML, SWF, or image file.	dimension
banner.filePaths	banner.filePaths	List of file paths for all assets comprising the banner creative.	dimension
banner.filterIds	banner.filterIds	A list of identifiers for the filters applied to the banner, controlling its targeting or display.	dimension
banner.iconFiles	banner.iconFiles	A collection of file paths or URLs for icon assets associated with a specific advertising banner.	dimension
banner.id	banner.id	The unique identifier for the ad banner.	dimension
banner.imageFiles	banner.imageFiles	A collection of file paths or URLs for image assets used in a specific advertising banner creative.	dimension
banner.indexFilePath	banner.indexFilePath	The path to the main index file (e.g., index.html) for complex banner creatives.	dimension
banner.infiniteRuntime	banner.infiniteRuntime	Boolean flag indicating if the banner is configured to run indefinitely without an end date.	dimension
banner.landingPage	banner.landingPage	The landing page associated with the banner, where users are directed after clicking.	dimension
banner.lastUpdate	banner.lastUpdate	The timestamp of the last update made to the banner configuration.	metric
banner.name	banner.name	The name of the banner.	dimension
banner.networkId	banner.networkId	The unique identifier of the ad network associated with the banner.	metric
banner.params	banner.params	Additional parameters or key-value pairs associated with the banner creative.	dimension
banner.parentBannerId	banner.parentBannerId	Identifier of the parent banner if this banner is a child creative in a multi-part ad unit.	metric
banner.postHtmlCode	banner.postHtmlCode	HTML code to be inserted after the main banner creative, often used for tracking or additional content.	dimension
banner.preHtmlCode	banner.preHtmlCode	HTML code to be inserted before the main banner creative, often used for setup or custom scripts.	dimension
banner.redirectTag	banner.redirectTag	The redirect tag or URL used for the banner creative.	dimension
banner.redirectUrl	banner.redirectUrl	The URL to which a user is redirected if the banner is a redirect creative.	dimension
banner.runtime	banner.runtime	The configured duration or scheduled period during which the banner is active.	dimension
banner.shopId	banner.shopId	Identifier for the shop or advertiser associated with the banner.	dimension
banner.size	banner.size	The dimensions (e.g., width x height) of the banner creative.	dimension
banner.sponsored	banner.sponsored	Boolean flag indicating if the banner is a sponsored advertisement.	dimension
banner.ssl	banner.ssl	Indicates if the banner creative is SSL-compliant, meaning it can be served securely over HTTPS.	dimension
banner.status	banner.status	The current status of the banner (e.g., active, paused, archived).	dimension
banner.statusMessages	banner.statusMessages	Messages or alerts indicating the current operational status, any issues, or required actions for the banner.	dimension
banner.tag	banner.tag	The ad tag associated with the banner creative.	dimension
banner.tcfCompliant	banner.tcfCompliant	Indicates whether the banner creative is compliant with the Transparency and Consent Framework (TCF) standards for data privacy.	dimension
banner.tcfVendors	banner.tcfVendors	List of vendors associated with the banner that are compliant with the Transparency and Consent Framework (TCF).	dimension
banner.templateId	banner.templateId	The identifier of the banner template used to create this banner.	metric
banner.title	banner.title	The title of the banner creative.	dimension
banner.trackingUrl	banner.trackingUrl	The URL used to track impressions or other events for the banner.	dimension
banner.trackingUrls	banner.trackingUrls	URLs used to track impressions, clicks, or other interactions with the banner.	dimension
banner.type	banner.type	The type of the banner (e.g., image, HTML5, video).	dimension
banner.valid	banner.valid	Boolean flag indicating if the banner creative is currently valid and eligible for serving.	dimension
banner.vastEvents	banner.vastEvents	Video Ad Serving Template (VAST) events configured for video banners, such as start, quartile, or complete.	dimension
banner.vastSettings	banner.vastSettings	Configuration settings related to Video Ad Serving Template (VAST) for video banners.	dimension
banner.vastTemplateId	banner.vastTemplateId	Identifier of the Video Ad Serving Template (VAST) used for video banners.	metric
banner.vastVersion	banner.vastVersion	The version of the Video Ad Serving Template (VAST) specification used for video banners (e.g., VAST 2.0, VAST 3.0).	dimension
banner.vastXml	banner.vastXml	The raw XML content of the Video Ad Serving Template (VAST) for video banners.	dimension
banner.videoProperties	banner.videoProperties	Properties specific to video banners, such as aspect ratio, autoplay settings, or mute status.	dimension
banner.wrapperUrl	banner.wrapperUrl	The URL of a VAST wrapper tag used for video banners, which can chain multiple VAST responses.	dimension
campaign.active	campaign.active	Indicates if the campaign is currently active and running.	dimension
campaign.activeThirdPartyFeatures	campaign.activeThirdPartyFeatures	Features or functionalities activated for third-party integrations specifically for this campaign.	dimension
campaign.bannerIds	campaign.bannerIds	A list of identifiers for banners associated with this campaign.	dimension
campaign.bidFactorIds	campaign.bidFactorIds	A list of identifiers for bid factors applied to the campaign, influencing bid adjustments.	dimension
campaign.biddingStrategy	campaign.biddingStrategy	The bidding strategy configured for the campaign, which determines how bids are placed in ad auctions.	dimension
campaign.calculatedDailyBudget	campaign.calculatedDailyBudget	The daily budget calculated for the campaign based on its total budget and runtime.	metric
campaign.calculatedDailyImpressions	campaign.calculatedDailyImpressions	The estimated or projected number of ad impressions to be delivered daily for a campaign.	metric
campaign.dailyBudget	campaign.dailyBudget	The maximum budget allocated for the campaign on a daily basis.	metric
campaign.dailyImpressions	campaign.dailyImpressions	The total number of impressions recorded for the campaign on a daily basis.	metric
campaign.dailyPacing	campaign.dailyPacing	The daily pacing setting for the campaign, controlling the rate at which the daily budget is spent throughout the day.	dimension
campaign.deals	campaign.deals	A list of programmatic deals associated with the campaign.	dimension
campaign.deleted	campaign.deleted	Indicates if the campaign has been marked as deleted.	dimension
campaign.deliveryTechnique	campaign.deliveryTechnique	The specific method or strategy employed for serving ads within the campaign, such as standard, accelerated, or evenly distributed.	dimension
campaign.dsaBehalf	campaign.dsaBehalf	Indicates if the campaign is run on behalf of a third party under the Digital Services Act (DSA) regulations.	dimension
campaign.dsaPaid	campaign.dsaPaid	Indicates if the campaign is a paid advertisement and subject to Digital Services Act (DSA) transparency requirements.	dimension
campaign.filterIds	campaign.filterIds	A list of identifiers for the filters applied to the campaign, controlling its targeting or delivery.	dimension
campaign.id	campaign.id	The unique identifier for the campaign.	dimension
campaign.infiniteRuntime	campaign.infiniteRuntime	Indicates whether the campaign is configured to run indefinitely without an end date.	dimension
campaign.lastUpdate	campaign.lastUpdate	The timestamp of the last update made to the campaign configuration.	metric
campaign.maxCpc	campaign.maxCpc	The maximum Cost Per Click (CPC) bid set for the campaign.	metric
campaign.maxCpcv	campaign.maxCpcv	The maximum bid amount set for a campaign to achieve one completed view of a video advertisement (Cost Per Completed View).	metric
campaign.maxCpm	campaign.maxCpm	The maximum Cost Per Mille (CPM) bid set for the campaign.	metric
campaign.minVtr	campaign.minVtr	The minimum acceptable View-Through Rate (VTR) target for the campaign, indicating the desired percentage of impressions that result in a completed view.	metric
campaign.name	campaign.name	The name of the campaign.	dimension
campaign.networkId	campaign.networkId	The unique identifier of the ad network associated with the campaign.	metric
campaign.optimization	campaign.optimization	The optimization strategy applied to the campaign to improve performance based on defined goals (e.g., clicks, conversions).	dimension
campaign.orderId	campaign.orderId	The unique identifier of the order to which the campaign belongs.	metric
campaign.pace	campaign.pace	The pacing strategy or setting that controls the speed at which the campaign’s budget is spent.	metric
campaign.runtimePacing	campaign.runtimePacing	The runtime pacing setting for the campaign, which distributes the budget evenly across the campaign’s entire duration.	dimension
campaign.runtimePacingFactor	campaign.runtimePacingFactor	A factor that influences how the campaign’s budget is paced over its runtime.	metric
campaign.runtimes	campaign.runtimes	List of configured durations or scheduled periods during which the campaign is active.	dimension
campaign.templateId	campaign.templateId	The unique identifier of the template used to create or configure this campaign, streamlining setup.	metric
campaign.thirdPartyCostIds	campaign.thirdPartyCostIds	Identifiers for costs associated with third-party services that are relevant to the campaign.	dimension
campaign.totalBudget	campaign.totalBudget	The overall total budget allocated for the campaign’s entire duration.	metric
campaign.totalImpressions	campaign.totalImpressions	The cumulative total number of ad impressions delivered over the entire duration of a campaign.	metric
campaign.trackingPageIds	campaign.trackingPageIds	A list of identifiers for tracking pages or pixels used to monitor conversions or events related to the campaign.	dimension
campaign.type	campaign.type	The type of the campaign (e.g., branding, performance, video).	dimension
country	country	The geographical country where the ad was served or targeted.	dimension
currency	currency	The currency used for reporting or billing (e.g., USD, EUR).	dimension
eCPC	eCPC	Effective Cost Per Click, calculated as total cost divided by total clicks.	metric
eCPCV	eCPCV	Effective Cost Per Completed View, calculated as total cost divided by total completed video views.	metric
eCPV	eCPV	Effective Cost Per View, calculated as total cost divided by total video views (can be partial views).	metric
fiscal_year	fiscal_year	The fiscal year to which the reported data pertains, used for financial and annual reporting.	dimension
media_category	media_category	The category of media inventory (e.g., news, sports, entertainment) where the ad was displayed.	dimension
media_channel	media_channel	The channel through which the media was delivered (e.g., web, mobile app, connected TV).	dimension
media_type	media_type	The type of media inventory (e.g., display, video, audio).	dimension
network.accessibleFeatures	network.accessibleFeatures	A list of features and functionalities that are enabled or available for use within this specific advertising network.	dimension
network.adFarmId	network.adFarmId	Identifier for the specific ad farm or server cluster used by the advertising network.	metric
network.companyIds	network.companyIds	A list of identifiers for companies associated with the network.	dimension
network.deleted	network.deleted	Indicates if the network has been marked as deleted.	dimension
network.hasHostingFee	network.hasHostingFee	A boolean flag indicating whether the ad network charges a hosting fee for ad creatives or related services.	dimension
network.id	network.id	The unique identifier for the ad network.	metric
network.isDmp	network.isDmp	Indicates if the advertising network or an integrated platform functions as a Data Management Platform (DMP), enabling advanced audience segmentation and targeting.	dimension
network.isEnabledForRedirectCampaigns	network.isEnabledForRedirectCampaigns	A boolean flag indicating if the ad network is configured or supports campaigns that involve redirecting users to a landing page.	dimension
network.lastUpdate	network.lastUpdate	The timestamp of the last update made to the network configuration.	metric
network.name	network.name	The name of the ad network.	dimension
network.somThirdPartyUplift	network.somThirdPartyUplift	The uplift value for third-party costs specific to ‘Something Other’ (SOM) within the network.	metric
network.thirdPartyUplift	network.thirdPartyUplift	Represents the additional cost or value attributed to the use of third-party services or data providers within an ad network.	metric
order.activeThirdPartyFeatures	order.activeThirdPartyFeatures	Features or functionalities activated for third-party integrations specifically for this advertising order.	dimension
order.advertiserId	order.advertiserId	The unique identifier of the advertiser associated with the order.	metric
order.agencyId	order.agencyId	The unique identifier of the agency associated with the order.	metric
order.calculatedDailyBudget	order.calculatedDailyBudget	The daily budget calculated for the order based on its total budget and runtime.	metric
order.calculatedDailyImpressions	order.calculatedDailyImpressions	The estimated or projected number of ad impressions to be delivered daily for an advertising order.	metric
order.campaignIds	order.campaignIds	A list of identifiers for campaigns associated with this order.	dimension
order.dailyBudget	order.dailyBudget	The maximum budget allocated for the order on a daily basis.	metric
order.dailyPacing	order.dailyPacing	The daily pacing setting for the order, controlling the rate at which the daily budget is spent throughout the day.	dimension
order.deleted	order.deleted	Indicates if the order has been marked as deleted.	dimension
order.dsaBehalf	order.dsaBehalf	Indicates if the order is placed on behalf of a third party under the Digital Services Act (DSA) regulations.	dimension
order.dsaPaid	order.dsaPaid	Indicates if the order represents a paid advertisement and is subject to Digital Services Act (DSA) transparency requirements.	dimension
order.id	order.id	The unique identifier for the order.	dimension
order.lastUpdate	order.lastUpdate	The timestamp of the last update made to the order configuration.	metric
order.name	order.name	The name of the order.	dimension
order.networkId	order.networkId	The unique identifier of the ad network associated with the order.	dimension
order.pace	order.pace	The pacing strategy or setting that controls the speed at which the order’s budget is spent.	metric
order.runtimeBudgets	order.runtimeBudgets	The budget allocations and limits defined for different runtime periods or phases of the advertising order.	dimension
order.runtimePacing	order.runtimePacing	The runtime pacing setting for the order, which distributes the budget evenly across the order’s entire duration.	dimension
order.runtimePacingFactor	order.runtimePacingFactor	A factor that influences how the order’s budget is paced over its runtime.	metric
order.totalBudget	order.totalBudget	The overall total budget allocated for the order’s entire duration.	metric
order.totalImpressions	order.totalImpressions	The cumulative total number of ad impressions delivered over the entire duration of an advertising order.	metric
tactic	tactic	The advertising tactic or strategy employed for the campaign (e.g., retargeting, prospecting).	dimension
vendor	vendor	The third-party vendor or service provider associated with a specific data point or integration.	dimension