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