Adform (Buyer): Most-used fields

The table below gives information about most-used fields that you can import from Adform (Buyer). 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
Ad Group	Ad Group	A group of ads within a campaign that share common targeting.	dimension
Ad Interaction	Ad Interaction	The type of interaction a user had with an ad (e.g., click, impression, hover).	dimension
BannerCost	BannerCost	The cost associated with a particular ad banner.	metric
BannerCurrency	BannerCurrency	The currency in which the banner cost is reported.	dimension
BannerFixedCost	BannerFixedCost	The fixed cost assigned to an ad banner.	metric
BannerFixedPrice	BannerFixedPrice	The fixed price for an ad banner.	metric
BannerRTB	BannerRTB	The type of banner content (e.g., video, display) associated with a Real-Time Bidding (RTB) placement.	metric
COV	COV	The conversion rate for the selected dimension, calculated as conversions divided by clicks.	dimension
CTR	CTR	The Click-Through Rate, calculated as clicks divided by impressions.	metric
Campaign	Campaign	The name of the advertising campaign.	dimension
Campaign Type	Campaign Type	The classification or category of the advertising campaign.	dimension
Campaign type	Campaign type	The classification or category of the advertising campaign.	dimension
CampaignID	CampaignID	A unique identifier for the advertising campaign.	metric
CampaignId	CampaignId	A unique identifier for the advertising campaign.	metric
Campaign_Status	Campaign_Status	The current operational status of the advertising campaign.	dimension
Channel	Channel	The marketing channel through which the ad was delivered (e.g., display, social, search).	dimension
City	City	The city from which the ad interactions originated.	dimension
ClickUrl	ClickUrl	A banner click tag or keyword, indicating the URL or destination associated with a click.	dimension
Client	Client	The name of the client or advertiser.	dimension
ClientID	ClientID	A unique identifier for the client or advertiser.	metric
Country	Country	The country from which the ad interactions originated.	dimension
Creative Name	Creative Name	The name of the ad creative used in the campaign.	dimension
Datasource	Datasource	The origin of the data, such as ‘adform’.	dimension
DateConverted	DateConverted	The date on which a conversion event occurred.	metric
Destination URL	Destination URL		dimension
IMPRESSIONS	IMPRESSIONS	The total number of times an advertisement was displayed.	metric
Media	Media	The specific media placement or ad slot where the ad was displayed.	dimension
Media Channel	Media Channel	The channel category for the media placement.	dimension
Media Format	Media Format	The format of the ad media, such as display, video, or native.	dimension
ModifiedUtc	ModifiedUtc		dimension
Order ID	Order ID	A unique identifier for an advertising order.	metric
Page	Page	The specific web page on which an ad was displayed or a tracked event occurred.	dimension
Placement	Placement	The specific placement or position where the ad was displayed.	dimension
Platform	Platform	The advertising platform used for ad delivery.	dimension
Product	Product	The name or ID of a product used in product retargeting ads or collected from tracked pages on an advertiser’s website.	dimension
Publisher	Publisher	The publisher website or application that provided the ad inventory.	dimension
Status	Status	The operational status of an entity, such as a campaign or ad group (e.g., Active, Paused, Deleted).	dimension
TAG	TAG	The name or identifier of a tracking tag.	dimension
Tactics	Tactics	The strategic approach or type of campaign, which may include display, search, social media, or real-time bidding.	dimension
Timestamp	Timestamp	The exact date and time when an event occurred.	dimension
Tracking Segment	Tracking Segment	A segment of a Data Management Platform (DMP) audience that was used in ad delivery or targeting.	metric
VideoQuartileViews100	VideoQuartileViews100	The number of video views that reached 100% completion.	metric
VideoQuartileViews25	VideoQuartileViews25	The number of video views that reached 25% completion.	metric
VideoQuartileViews50	VideoQuartileViews50	The number of video views that reached 50% completion.	metric
VideoQuartileViews75	VideoQuartileViews75	The number of video views that reached 75% completion.	metric
WeekAsDate	WeekAsDate	The starting date of the week for reporting purposes.	dimension
WeekNum	WeekNum	The number of the week within a year (1 to 52).	metric
Year	Year	The year for which the data is reported.	metric
ad type	ad type	The classification of an advertisement based on its characteristics or purpose.	dimension
adCreativeType	adCreativeType	The classification of the ad creative, e.g., display, video, native.	dimension
adInteractionType	adInteractionType	The specific type of interaction a user had with an ad.	dimension
adServing.level	adServing.level		dimension
adServing.method	adServing.method		dimension
ad_id	ad_id	A unique identifier for a specific ad creative.	dimension
ad_name	ad_name	The name of a banner or, in the case of search campaigns, an AdGroup name.	dimension
ad_size	ad_size	The dimensions (e.g., width x height) of the ad creative.	dimension
ad_weight	ad_weight	The size of a banner in kilobytes.	dimension
adform_video_start	adform_video_start	The number of times a video playback was initiated, as recorded by Adform.	metric
adform_vtr_100	adform_vtr_100	The video completion rate, indicating how many times a video ad or in-stream video plays to 100% completion. This is related to the Video Events (Play Time %) (Rate) metric.	metric
adform_vtr_25	adform_vtr_25	The percentage of times a video ad or in-stream video plays to 25% of its length. This is related to the Video Events (Play Time %) (Rate) metric.	metric
adform_vtr_50	adform_vtr_50	The percentage of times a video ad or in-stream video plays to 50% of its length. This is related to the Video Events (Play Time %) (Rate) metric.	metric
adform_vtr_75	adform_vtr_75	The percentage of times a video ad or in-stream video plays to 75% of its length. This is related to the Video Events (Play Time %) (Rate) metric.	metric
adserver_ad_id	adserver_ad_id	The identifier of the ad creative as recorded by the ad server.	dimension
adserver_ad_name	adserver_ad_name	The name of the ad creative as recorded by the ad server.	dimension
adserver_ad_size	adserver_ad_size	The dimensions of the ad creative as recorded by the ad server.	dimension
adserver_ad_weight	adserver_ad_weight	The size of a banner in kilobytes, as reported by the ad server.	dimension
adserver_clicks	adserver_clicks	The number of clicks on ads as reported by the ad server.	metric
adserver_client_id	adserver_client_id	The identifier of the client or advertiser as recorded by the ad server.	dimension
adserver_client_name	adserver_client_name	The name of the client or advertiser as recorded by the ad server.	dimension
adserver_impressions	adserver_impressions	The number of impressions as reported by the ad server.	metric
adserver_medium_id	adserver_medium_id	The identifier of the media placement as recorded by the ad server.	dimension
adserver_medium_name	adserver_medium_name	The name of the media placement as recorded by the ad server.	dimension
adserver_placement_id	adserver_placement_id	The identifier of the ad placement as recorded by the ad server.	dimension
adserver_placement_name	adserver_placement_name	The name of the ad placement as recorded by the ad server.	dimension
adserver_tag_id	adserver_tag_id	The identifier of the tracking tag as recorded by the ad server.	dimension
adserver_tag_name	adserver_tag_name	The name of the tracking tag as recorded by the ad server.	dimension
adserver_tracking_point_id	adserver_tracking_point_id	The identifier of the tracking point as recorded by the ad server.	dimension
adserver_tracking_point_name	adserver_tracking_point_name	The name of the tracking point as recorded by the ad server.	dimension
advertiser	advertiser	The name of the advertiser.	dimension
advertiserId	advertiserId	A unique identifier for the advertiser.	metric
advertiser_name	advertiser_name	The name of the advertiser.	dimension
agencyId	agencyId	A unique identifier for the advertising agency.	metric
appID	appID	A unique identifier for the mobile application where an ad was served.	dimension
appName	appName	The name of the mobile application where the ad was displayed.	dimension
appStore	appStore	The app store (e.g., Apple App Store, Google Play Store) associated with the application.	dimension
avgEngagementTime	avgEngagementTime	The average time spent while engaging with a viewable rich media or image banner, including hover, video play, and expansion time.	metric
avgFrequency	avgFrequency	The average number of times a unique user was exposed to an ad.	metric
avgFrequency (adUniqueness=campaignUnique)	avgFrequency (adUniqueness=campaignUnique)	The average number of times a visitor is exposed to an ad, specifically for unique visitors at the campaign level.	metric
avgFrequencyFirstParty (adUniqueness=campaignUnique)	avgFrequencyFirstParty (adUniqueness=campaignUnique)	The average number of impressions (with a first-party ID) a visitor was exposed to, specifically for a campaign-unique level.	metric
avgFrequencyV2	avgFrequencyV2	The average number of times a visitor is exposed to an ad per selected level and time interval. This metric includes first-party IDs and ID Fusion relations if enabled.	metric
avgFrequencycrossdevice	avgFrequencycrossdevice	The average number of times a visitor is exposed to an ad, considering unique visitors across different devices, domains, and browsers (using ID Fusion).	metric
avgNonViewableVideoPlayTime	avgNonViewableVideoPlayTime	The average duration of video playback for video impressions that were not deemed viewable according to industry standards.	metric
avgOrderSales	avgOrderSales	The average sales value, calculated as total sales divided by the number of conversions.	metric
avgOrderSales (conversionType=conversionType1)	avgOrderSales (conversionType=conversionType1)	The average sales value for a specific conversion type, calculated as sales divided by the number of conversions for that type.	metric
avgReach	avgReach	The average number of unique visitors reached per selected level and time interval.	dimension
avgVideoPlayTime	avgVideoPlayTime	The average time users spent playing a video ad.	metric
avgViewabilityTime	avgViewabilityTime	The average duration an ad was in a viewable state.	metric
avgVisitDuration (adInteraction=postClick)	avgVisitDuration (adInteraction=postClick)	The average time, in seconds, spent per visit to a tracked website following a post-click ad interaction.	metric
avgVisitDuration (adInteraction=postImpression)	avgVisitDuration (adInteraction=postImpression)	The average time, in seconds, spent per visit to a tracked website following a post-impression ad interaction.	metric
banner	banner	The name or identifier of the creative banner used in the ad campaign.	dimension
bannerAttribute1	bannerAttribute1	A custom label assigned to banners for reporting data in different splits.	dimension
bannerAttribute1ID	bannerAttribute1ID	A unique identifier for a custom label assigned to a banner.	metric
bannerAttribute2	bannerAttribute2	A second custom label assigned to banners for reporting data in different splits.	dimension
bannerAttribute3	bannerAttribute3	A third custom label assigned to banners for reporting data in different splits.	dimension
bannerAttribute4	bannerAttribute4	A custom attribute used to categorize or describe banners. This is a generic attribute, similar to bannerAttribute1ID.	dimension
bannerAttribute5	bannerAttribute5	A custom attribute used to categorize or describe banners. This is a generic attribute, similar to bannerAttribute1ID.	dimension
bannerDomain2Level	bannerDomain2Level	The second-level domain (e.g., ‘domain.com’) that displays the banner at the time of a click or impression.	dimension
bannerDomain3Level	bannerDomain3Level	The third-level domain (e.g., ‘subdomain.domain.com’) that displays the banner at the time of a click or impression.	dimension
bannerFormat	bannerFormat	The format or layout specification of the ad banner, such as size or type.	dimension
bannerFormatID	bannerFormatID	A unique identifier for the format of the ad banner.	metric
bannerGlobalID	bannerGlobalID	A globally unique identifier for the ad banner.	metric
bannerID	bannerID	A unique identifier for the ad banner.	metric
bannerSize	bannerSize	The dimensions (e.g., width x height) of the ad banner.	dimension
bannerType	bannerType	The specific type of the ad banner creative.	dimension
bannerTypeID	bannerTypeID	A unique identifier for the type of banner used in an advertisement.	metric
bannerWeight	bannerWeight	The size of a banner in kilobytes.	dimension
blockedImpressions	blockedImpressions	The total number of ad impressions that were blocked and not served, often due to ad blockers or brand safety settings.	metric
blockedImpressionsPercent	blockedImpressionsPercent	The percentage of total impressions that were blocked from being served.	metric
blockedImpressionsPercent (adUniqueness=campaignUnique)	blockedImpressionsPercent (adUniqueness=campaignUnique)	The percentage of impressions blocked, counted uniquely per campaign.	metric
blockedImpressionsPercent (adUniqueness=lineItemDayUnique)	blockedImpressionsPercent (adUniqueness=lineItemDayUnique)	The percentage of impressions blocked, counted uniquely per line item and day.	metric
booked	booked	The number of booked units (clicks, impressions, conversions, or days, weeks, or months) based on the media plan.	metric
bookedClicks	bookedClicks	The number of clicks booked according to the media plan, specifically for placements booked in clicks.	metric
bookedConversions	bookedConversions	The number of conversions booked according to the media plan, specifically for placements booked in conversions.	metric
bookedImpressions	bookedImpressions	The number of impressions booked according to the media plan, specifically for placements booked in impressions.	metric
bookedTime	bookedTime	The number of booked time units (days, weeks, or months) according to the media plan, for placements booked in time units.	metric
bookedTime (timeScope=months)	bookedTime (timeScope=months)	The number of booked time units in months, according to the media plan.	metric
bookedTime (timeScope=weeks)	bookedTime (timeScope=weeks)	The number of booked time units in weeks, according to the media plan.	metric
bookedTime (timeScope=years)	bookedTime (timeScope=years)	The number of booked time units in years, according to the media plan.	metric
bounceRate (adInteraction=postClick)	bounceRate (adInteraction=postClick)	The share of bounces in relation to website visits, specifically for post-click ad interactions.	metric
bounceRate (adInteraction=postImpression)	bounceRate (adInteraction=postImpression)	The share of bounces in relation to website visits, specifically for post-impression ad interactions.	metric
bounces	bounces	The number of visits to a tracked website where only one tracking point was triggered before the visitor exited.	metric
bounces (adInteraction=postClick)	bounces (adInteraction=postClick)	The number of bounces attributed to post-click ad interactions.	metric
brand	brand	The brand or advertiser name as defined in the account.	dimension
browser	browser	The web browser used by the user when interacting with the ad.	dimension
budget	budget	The allocated financial amount for a campaign or order.	metric
buyType	buyType	The method of purchasing ad inventory, such as programmatic or direct.	dimension
buyTypeID	buyTypeID	A unique identifier for the type of ad inventory purchase.	metric
buytype	buytype	The category or method of purchasing ad inventory, such as programmatic or direct buy.	dimension
campaign	campaign	The name or identifier of the advertising campaign.	dimension
campaignBillingCode	campaignBillingCode	A unique campaign identifier used for billing purposes.	dimension
campaignBillingID	campaignBillingID	A unique identifier used for billing purposes related to the campaign.	dimension
campaignBudget	campaignBudget	The total budget allocated to an advertising campaign.	metric
campaignCurrency	campaignCurrency	The currency in which the campaign budget and costs are reported.	dimension
campaignEndDate	campaignEndDate	The date on which the advertising campaign is scheduled to end.	dimension
campaignID	campaignID	A unique identifier for the advertising campaign.	metric
campaignId	campaignId	A unique campaign identifier specified by Adform.	metric
campaignPurchaseOrderNumber	campaignPurchaseOrderNumber	The purchase order number associated with the advertising campaign.	dimension
campaignStartDate	campaignStartDate	The date on which the advertising campaign is scheduled to begin.	dimension
campaignStatus	campaignStatus	The current operational status of the advertising campaign (e.g., active, paused, completed).	dimension
campaignSubType	campaignSubType	The specific type of a campaign, such as Google, Microsoft, display, search (non-API), social media, real-time bidding (RTB), affiliate, or email.	dimension
campaignTimeZone	campaignTimeZone		dimension
campaignType	campaignType	The classification or category of the advertising campaign (e.g., brand awareness, direct response).	dimension
campaign_id	campaign_id	A unique identifier for an advertising campaign.	dimension
campaign_name	campaign_name	The name of the advertising campaign.	dimension
campaign_type	campaign_type	The classification or category of the advertising campaign, such as ‘display’ or ‘search’.	dimension
channels	channels	The various media platforms or communication paths through which ads are delivered, such as display, social media, or email.	dimension
city	city	The city from which the ad interactions originated.	dimension
clicks	clicks	The total number of clicks on an ad.	metric
clicks (adUniqueness=all)	clicks (adUniqueness=all)	The total number of clicks on advertisements.	metric
clicks (adUniqueness=campaignDayUnique)	clicks (adUniqueness=campaignDayUnique)	The number of unique clicks, counted once per campaign per day.	metric
clicks (adUniqueness=campaignUnique)	clicks (adUniqueness=campaignUnique)	The number of clicks, counted uniquely per campaign.	metric
clicks (dataSource=adform)	clicks (dataSource=adform)	The total number of clicks on an ad, as reported by the Adform platform.	metric
clicks (dataSource=se)	clicks (dataSource=se)	The number of clicks where the data source is a search engine.	metric
clicksFirstParty	clicksFirstParty	The number of clicks recorded using first-party tracking methods.	metric
clicksToLandingPage	clicksToLandingPage	The number of clicks that directed users to the campaign’s designated landing page.	metric
clicks_total	clicks_total	The total number of clicks on advertisements.	metric
clickscrossdevice	clickscrossdevice	The number of clicks tracked across multiple user devices.	metric
client	client	The name of the client or advertiser associated with the campaign.	dimension
clientID	clientID	A unique identifier for the client or advertiser.	metric
clientId	clientId	A unique identifier for the client or advertiser.	metric
client_id	client_id	A unique identifier for the client or advertiser.	dimension
client_name	client_name	The name of the client or advertiser.	dimension
continent	continent	The continent from which the ad interactions originated.	dimension
continentID	continentID	A unique identifier for the continent where the ad was served or the user is located.	metric
conversion_type	conversion_type	The category or type of conversion event, such as a purchase or lead.	dimension
conversions	conversions	The total number of conversions recorded.	metric
conversions (adInteraction=all)	conversions (adInteraction=all)	The total number of conversions attributed to any type of ad interaction.	metric
conversions (adInteraction=allCampaign)	conversions (adInteraction=allCampaign)	The total number of conversions attributed to any interaction with campaigns.	metric
conversions (adInteraction=postClick)	conversions (adInteraction=postClick)	The number of conversions attributed to a user clicking on an ad.	metric
conversions (adInteraction=postImpression)	conversions (adInteraction=postImpression)	The number of conversions attributed to a user viewing an ad impression without clicking.	metric
conversions (adInteraction=recentClick)	conversions (adInteraction=recentClick)	The number of conversions attributed to a recent ad click within a defined lookback window.	metric
conversions (adInteraction=recentImpression)	conversions (adInteraction=recentImpression)	The number of conversions attributed to a recent ad impression within a defined lookback window.	metric
conversions (conversionType=allConversionTypes)	conversions (conversionType=allConversionTypes)	The total number of all conversions recorded for ad interactions.	metric
conversions (conversionType=conversionType1)	conversions (conversionType=conversionType1)	The number of conversions for a specific conversion type, indicated as ‘conversionType1’.	metric
conversions (conversionType=conversionType1)_post_click	conversions (conversionType=conversionType1)_post_click	The number of post-click conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user clicks an ad.	metric
conversions (conversionType=conversionType1)_post_view	conversions (conversionType=conversionType1)_post_view	The number of post-view conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user views an ad.	metric
conversions (conversionType=conversionType2)	conversions (conversionType=conversionType2)	The number of conversions for a specific conversion type, indicated as ‘conversionType2’.	metric
conversions (conversionType=conversionType2)_post_click	conversions (conversionType=conversionType2)_post_click	The number of post-click conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user clicks an ad.	metric
conversions (conversionType=conversionType2)_post_view	conversions (conversionType=conversionType2)_post_view	The number of post-view conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user views an ad.	metric
conversions (conversionType=conversionType3)	conversions (conversionType=conversionType3)	The number of conversions for a specific conversion type, indicated as ‘conversionType3’.	metric
conversions (conversionType=conversionType3)_post_click	conversions (conversionType=conversionType3)_post_click	The number of post-click conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user clicks an ad.	metric
conversions (conversionType=conversionType3)_post_view	conversions (conversionType=conversionType3)_post_view	The number of post-view conversions for a specific conversion type on a tracked website, indicating unique conversions that occur after a user views an ad.	metric
conversions (pageCategory=allPages)	conversions (pageCategory=allPages)	The total number of conversions that occurred across all page categories.	metric
conversions (pageCategory=download)	conversions (pageCategory=download)	Conversions attributed to user actions involving downloads.	metric
conversions (pageCategory=infoPages)	conversions (pageCategory=infoPages)	Conversions attributed to actions on informational pages.	metric
conversions (pageCategory=landingPages)	conversions (pageCategory=landingPages)	Conversions attributed to actions on landing pages.	metric
conversions (pageCategory=productPage)	conversions (pageCategory=productPage)	Conversions attributed to actions on product pages.	metric
conversions (pageCategory=signUpPages)	conversions (pageCategory=signUpPages)	Conversions attributed to actions on sign-up pages.	metric
conversions (pageCategory=thankYouPage)	conversions (pageCategory=thankYouPage)	The number of conversions that occurred on pages categorized as ‘thankYouPage’.	metric
conversionsAll	conversionsAll	The total number of all recorded conversions, regardless of type or category.	metric
conversionsAll (adInteraction=all)	conversionsAll (adInteraction=all)	The total number of all conversions attributed to any type of ad interaction.	metric
conversionsAll (adInteraction=allCampaign)	conversionsAll (adInteraction=allCampaign)	Total conversions resulting from all interactions across campaigns.	metric
conversionsAll (adInteraction=postClick)	conversionsAll (adInteraction=postClick)	Conversions that occurred after a user clicked on an ad.	metric
conversionsAll (adInteraction=postImpression)	conversionsAll (adInteraction=postImpression)	Conversions that occurred after a user viewed an ad impression but did not click.	metric
conversionsAll (conversionType=allConversionTypes)	conversionsAll (conversionType=allConversionTypes)	The total number of all conversions across all types, including those that are not specifically categorized.	metric
conversionsAll (conversionType=conversionType1)	conversionsAll (conversionType=conversionType1)	The total number of conversions from a tracked website for a specific conversion type, including all conversions from relevant tracking points.	metric
conversionsAll (conversionType=conversionType2)	conversionsAll (conversionType=conversionType2)	All conversions of a specific type (conversionType2), representing desired actions taken by users.	metric
conversionsAll (conversionType=conversionType3)	conversionsAll (conversionType=conversionType3)	All conversions of a specific type (conversionType3), representing desired actions taken by users.	metric
conversionsAll (pageCategory=allPages)	conversionsAll (pageCategory=allPages)	The total number of all conversions that occurred across all page categories.	metric
conversionsAll (pageCategory=download)	conversionsAll (pageCategory=download)	The total number of conversions recorded where the conversion event occurred on a download page.	metric
conversionsAll (pageCategory=infoPages)	conversionsAll (pageCategory=infoPages)	All conversions attributed to actions on informational pages.	metric
conversionsAll (pageCategory=landingPages)	conversionsAll (pageCategory=landingPages)	All conversions attributed to actions on landing pages.	metric
conversionsAll (pageCategory=productPage)	conversionsAll (pageCategory=productPage)	The total number of conversions recorded where the conversion event occurred on a product page.	metric
conversionsAll (pageCategory=signUpPages)	conversionsAll (pageCategory=signUpPages)	All conversions attributed to actions on sign-up pages.	metric
conversionsAll (pageCategory=thankYouPage)	conversionsAll (pageCategory=thankYouPage)	The total number of conversions that occurred on pages categorized as ‘thankYouPage’.	metric
conversionsSpecs	conversionsSpecs	The number of all conversions for all tracked conversion pages, including uniqueness levels based on the selected dimension.	metric
conversionsSpecs (adInteraction=postClick)	conversionsSpecs (adInteraction=postClick)	The number of all conversions for all tracked conversion pages, specifically for post-click ad interactions, including uniqueness levels.	metric
conversionsSpecs (adInteraction=postImpression)	conversionsSpecs (adInteraction=postImpression)	The number of all conversions for all tracked conversion pages, specifically for post-impression ad interactions, including uniqueness levels.	metric
conversionsSpecs (conversionType=conversionType1)	conversionsSpecs (conversionType=conversionType1)	The number of all conversions for a specific conversion type, across all tracked conversion pages, including uniqueness levels.	metric
conversionsSpecs (conversionType=conversionType2)	conversionsSpecs (conversionType=conversionType2)	The number of all conversions for a specific conversion type, across all tracked conversion pages, including uniqueness levels.	metric
conversionsSpecs (conversionType=conversionType3)	conversionsSpecs (conversionType=conversionType3)	The number of all conversions for a specific conversion type, across all tracked conversion pages, including uniqueness levels.	metric
conversionsSpecs (pageCategory=landingPages)	conversionsSpecs (pageCategory=landingPages)	Conversions specifically defined for actions on landing pages.	metric
conversionsSpecs (pageCategory=thankYouPage)	conversionsSpecs (pageCategory=thankYouPage)	Conversions attributed to actions completed on ‘Thank You’ pages, indicating a successful user journey.	metric
conversions_post_click	conversions_post_click	The number of conversions attributed to an ad click.	metric
conversions_post_click_total	conversions_post_click_total	The total number of conversions attributed to an ad click.	metric
conversions_post_view	conversions_post_view	The number of conversions attributed to an ad impression (post-view).	metric
conversions_post_view_total	conversions_post_view_total	The total number of conversions attributed to an ad impression (post-view).	metric
conversionscrossdevice	conversionscrossdevice	The number of conversions tracked across different user devices.	metric
conversionscrossdevice (adInteraction=postClick)	conversionscrossdevice (adInteraction=postClick)	The number of conversions tracked across multiple devices, attributed to a post-click ad interaction.	metric
conversionscrossdevice (adInteraction=postImpression)	conversionscrossdevice (adInteraction=postImpression)	The number of conversions tracked across multiple devices, attributed to a post-impression ad interaction.	metric
conversionscrossdevice (conversionType=conversionType1)	conversionscrossdevice (conversionType=conversionType1)	Conversions of a specific type (conversionType1) tracked across multiple devices.	metric
conversionscrossdevice (conversionType=conversionType2)	conversionscrossdevice (conversionType=conversionType2)	Conversions of a specific type (conversionType2) tracked across multiple devices.	metric
conversionscrossdevice (conversionType=conversionType3)	conversionscrossdevice (conversionType=conversionType3)	Conversions of a specific type (conversionType3) tracked across multiple devices.	metric
conversionscrossdevice (pageCategory=download)	conversionscrossdevice (pageCategory=download)	Conversions attributed to user downloads, tracked across multiple devices.	metric
conversionscrossdevice (pageCategory=infoPages)	conversionscrossdevice (pageCategory=infoPages)	Conversions attributed to actions on informational pages, tracked across multiple devices.	metric
conversionscrossdevice (pageCategory=productPage)	conversionscrossdevice (pageCategory=productPage)	Conversions attributed to actions on product pages, tracked across multiple devices.	metric
conversionscrossdevice (pageCategory=signUpPages)	conversionscrossdevice (pageCategory=signUpPages)	Conversions attributed to actions on sign-up pages, tracked across multiple devices.	metric
conversionscrossdevice (pageCategory=thankYouPage)	conversionscrossdevice (pageCategory=thankYouPage)	Conversions attributed to actions on ‘Thank You’ pages, tracked across multiple devices.	metric
conversionscrossdevice (visitUniqueness=all)	conversionscrossdevice (visitUniqueness=all)	The number of conversions tracked across multiple devices, with uniqueness measured across all visits.	metric
conversionscrossdevice (visitUniqueness=orders)	conversionscrossdevice (visitUniqueness=orders)	The number of conversions tracked across multiple devices, with uniqueness measured specifically for orders.	metric
cookieLifeTime.clickHours	cookieLifeTime.clickHours	The duration, in hours, for which click-related cookies remain active for tracking purposes.	metric
cookieLifeTime.recentClickSeconds	cookieLifeTime.recentClickSeconds	The duration, in seconds, for which recent click-related cookies remain active for tracking purposes.	metric
cookieLifeTime.recentViewSeconds	cookieLifeTime.recentViewSeconds	The duration, in seconds, for which recent view-related cookies remain active for tracking purposes.	metric
cookieLifeTime.viewHours	cookieLifeTime.viewHours	The duration, in hours, for which view-related cookies remain active for tracking purposes.	metric
cookiesEnabled	cookiesEnabled	Visitor cookie acceptance settings, indicating if cookies are enabled, disabled, or opted out.	dimension
cost	cost	The total cost associated with the ad campaign or specific ad activity.	metric
cost (costDataSource=adform)	cost (costDataSource=adform)	The advertising cost as reported by the Adform platform.	metric
cost (costDataSource=se)	cost (costDataSource=se)	The cost of delivered units or programmatic budget spent where the cost data source is a search engine.	metric
cost (costType=fixedCost)	cost (costType=fixedCost)	The financial cost incurred for advertising, specifically when the cost type is fixed.	metric
cost (costType=fixedPrice)	cost (costType=fixedPrice)	The financial cost incurred for advertising, specifically when the cost type is based on a fixed price.	metric
cost (costType=maxCost)	cost (costType=maxCost)	The cost metric where ‘maxCost’ indicates the maximum allowable cost for an advertising component.	metric
cost (costType=rtb)	cost (costType=rtb)	The cost incurred from Real-Time Bidding (RTB) activities.	metric
costBySales	costBySales	The advertising cost in relation to the sales generated.	metric
cost_usd	cost_usd	The total cost incurred for advertising activities, denominated in US Dollars.	metric
country	country	The country from which the ad interactions originated.	dimension
countryID	countryID	A unique identifier for the country where the ad was served or the user is located.	metric
country_code	country_code	The two-letter ISO country code for the location where the ad was served or the user is located.	dimension
cov	cov	The conversion rate for the selected dimension, calculated as conversions divided by clicks.	metric
covVisitsPercent (adInteraction=postImpression)	covVisitsPercent (adInteraction=postImpression)	The visit conversion rate for the selected dimension, calculated as conversions divided by visits, specifically for post-impression ad interactions.	metric
createdAt	createdAt	The timestamp indicating when an entity or record was created.	dimension
creative_group	creative_group	A grouping or categorization for ad creatives, allowing for aggregate reporting.	dimension
ctr	ctr	The Click-Through Rate, calculated as clicks divided by impressions, indicating the effectiveness of an ad.	metric
ctrDco	ctrDco	The Click-Through Rate specifically for Dynamic Creative Optimization (DCO) ads.	metric
currency	currency	The currency code used for financial transactions and reporting.	dimension
currency_code	currency_code	The currency specified in campaign settings for all monetary values in reporting.	dimension
date	date	The date for which the data is reported.	dimension
dateID	dateID	A unique identifier for a specific date.	dimension
date_date	date_date	The specific calendar date for which the data is reported.	dimension
date_start	date_start	The beginning date of the reporting period or campaign duration.	dimension
date_stop	date_stop	The end date of the reporting period or campaign duration.	dimension
date_time	date_time	The specific date and time an event occurred.	dimension
date_updated	date_updated	The date and time when a particular record or entry was last modified.	dimension
day of week	day of week	The day of the week (e.g., Monday, Tuesday) when an event occurred, used for reporting segmentation.	dimension
dayMonth	dayMonth	The day and month of the year when an event occurred, used for reporting segmentation.	metric
dayofweek	dayofweek	The day of the week (e.g., Sunday, Monday).	dimension
dcoProduct	dcoProduct	A unique identifier or name for a product featured in a Dynamic Creative Optimization (DCO) ad.	dimension
dcoProductViews	dcoProductViews	The number of times a product retargeting item appears in a banner, related to Dynamic Creative Optimization (DCO).	metric
deal	deal	The name or identifier of a programmatic deal used to purchase ad inventory.	dimension
dealID	dealID	A unique identifier for a programmatic deal.	dimension
deleted	deleted	The status of an entity, such as a search engine ad group or campaign, indicating whether it has been deleted.	dimension
delivered	delivered	The number of delivered units (clicks, impressions, conversions, days, weeks, or months) based on the media plan.	metric
deliveredClicks	deliveredClicks	The total number of clicks that were successfully registered or delivered.	metric
deliveredConversions	deliveredConversions	The number of delivered conversions for the selected dimension, specifically for direct line items.	metric
deliveredCostPercent	deliveredCostPercent	The percentage of cost delivered relative to the Net Amount or RTB Budget, used to monitor underdelivering or overdelivering.	metric
deliveredImpressions	deliveredImpressions	The total number of ad impressions that were delivered to users.	metric
deliveredPercent	deliveredPercent	The share of delivered units (clicks, impressions, conversions, days, weeks, or months) based on what is in the media plan.	metric
device	device	The type of device used to visit the site, such as desktop, tablet, or mobile.	dimension
deviceModel	deviceModel	The specific model of the device (e.g., iPhone 12, Samsung Galaxy S21) used by the user.	dimension
deviceType	deviceType	The type of device (e.g., desktop, mobile, tablet) on which the ad was displayed.	dimension
deviceVendor	deviceVendor	The vendor or manufacturer of the device used by the user.	dimension
device_Type	device_Type	The specific type of device (e.g., smartphone, tablet, desktop) used by the user.	dimension
device_category	device_category	The general category of device (e.g., mobile, desktop) used by the user.	dimension
dma	dma	The Designated Market Area, a geographic area used for television and radio broadcasting markets.	dimension
dmpDspDataCost	dmpDspDataCost	The total cost spent on Data Management Platform (DMP) data to win an impression in Real-Time Bidding (RTB).	metric
dmpDspDataProvider	dmpDspDataProvider	The Data Management Platform (DMP) provider whose data was used in Real-Time Bidding (RTB) to win an impression.	dimension
dmpDspSegment	dmpDspSegment	A Data Management Platform (DMP) audience that was used (included or excluded) in Real-Time Bidding (RTB) to win an impression.	dimension
dmpDspSegmentIds	dmpDspSegmentIds	A unique identifier of a Data Management Platform (DMP) audience that was used in Real-Time Bidding (RTB) to win an impression.	dimension
dmpDspSegmentSource	dmpDspSegmentSource	The source (e.g., original, cross-device, or audience extension) of the Data Management Platform (DMP) audience used in Real-Time Bidding (RTB).	dimension
dmpRotatorsDataCost	dmpRotatorsDataCost	The total cost spent on Data Management Platform (DMP) data to show impressions in rotators or dynamic ads.	metric
dmpRotatorsDataProvider	dmpRotatorsDataProvider	A Data Management Platform (DMP) provider whose data is used in a rotator or a dynamic ad to show an impression.	dimension
dmpRotatorsSegment	dmpRotatorsSegment	A Data Management Platform (DMP) audience that was used in a rotator or a dynamic ad to show an impression.	dimension
dmpRotatorsSegmentIds	dmpRotatorsSegmentIds	A unique identifier of a Data Management Platform (DMP) audience that was used in a rotator or a dynamic ad to show an impression.	dimension
dmpRotatorsSegmentSource	dmpRotatorsSegmentSource	The source (e.g., original, cross-device, or audience extension) of the Data Management Platform (DMP) audience used in a rotator or dynamic ad.	dimension
dynamicAdCreativeShell	dynamicAdCreativeShell	A banner used as a template for dynamic ads, containing the rendering logic for dynamic content.	dimension
dynamicAdVersion	dynamicAdVersion	A single set of data variables and values used for messaging a dynamic ad, typically from a version spreadsheet.	dimension
ecpa	ecpa	Effective Cost Per Acquisition, a metric representing the cost to acquire a conversion.	metric
ecpacrossdevice	ecpacrossdevice	The cost per conversion, considering unique visitors across different devices, domains, and browsers (using ID Fusion) for conversion calculations.	metric
ecpc	ecpc	Effective Cost Per Click, a metric representing the cost incurred for each click.	metric
ecpm	ecpm	Effective Cost Per Mille (thousand impressions), a metric representing the cost incurred for one thousand ad impressions.	metric
ecpm (costType=rtb)	ecpm (costType=rtb)	The effective cost per mille (eCPM) for Real-Time Bidding (RTB) advertising, representing the cost per thousand impressions.	metric
eligibleImpressions	eligibleImpressions	The total number of impressions that were eligible to be displayed.	metric
eligibleImpressions (adUniqueness=campaignUnique)	eligibleImpressions (adUniqueness=campaignUnique)	The number of ad impressions that were eligible to be served, counted uniquely per campaign.	metric
endDate	endDate	The date on which a campaign or line item is scheduled to end.	dimension
engagementRate	engagementRate	The share of impressions during which visitors were interacting with banners (at least one engagement occurred).	metric
engagements	engagements	The total number of user interactions or engagements with an ad.	metric
engagingImpressions	engagingImpressions	The number of impressions that resulted in some form of user engagement.	metric
engagingImpressions (adUniqueness=all)	engagingImpressions (adUniqueness=all)	Impressions that resulted in user engagement (e.g., clicks, video plays), counting all such occurrences.	metric
environmentType	environmentType	The type of device environment where an ad was displayed, such as desktop, mobile (unidentified), mobile in-application, mobile web, or OTT.	dimension
environments	environments	The type of device environment where an ad was displayed, such as desktop, mobile in-application, or mobile web.	dimension
event	event	The number of banner events or visitor interactions with a banner.	dimension
events	events	The total number of tracked events.	metric
events (adUniqueness=all)	events (adUniqueness=all)	The total number of events recorded, such as video plays or custom events, counting all occurrences.	metric
events (eventType=videoPlayStart)	events (eventType=videoPlayStart)	The number of times a video ad began playing.	metric
frequencyCampaign	frequencyCampaign	The average number of times a unique user saw a campaign’s ads over a given period.	dimension
frequencyLineItem	frequencyLineItem	The number of times a visitor sees an ad while a specific line item runs.	dimension
geo	geo	Geographical information related to the visitor’s location, such as city, country, region, or continent.	dimension
hour	hour	The hour of the day for which the data is reported.	metric
id	id	A generic unique identifier for various entities within the Adform system, such as a campaign, line item, or order.	dimension
impressionDistributionViewablePct	impressionDistributionViewablePct	The percentage distribution of viewable impressions.	metric
impressions	impressions	The total number of times an ad was displayed.	metric
impressions (adUniqueness=all)	impressions (adUniqueness=all)	The total number of ad impressions, counting all instances regardless of uniqueness.	metric
impressions (adUniqueness=bannerUnique)	impressions (adUniqueness=bannerUnique)	The number of unique impressions, counted once per banner.	metric
impressions (adUniqueness=campaignDayUnique)	impressions (adUniqueness=campaignDayUnique)	The total number of times an ad was displayed, counted uniquely per campaign and day.	metric
impressions (adUniqueness=campaignUnique)	impressions (adUniqueness=campaignUnique)	The number of ad impressions, counted uniquely per campaign.	metric
impressions (adUniqueness=lineItemDayUnique)	impressions (adUniqueness=lineItemDayUnique)	The number of unique impressions, counted once per line item per day.	metric
impressions (adUniqueness=lineItemUnique)	impressions (adUniqueness=lineItemUnique)	The number of ad impressions, counted uniquely per line item.	metric
impressions (adUniqueness=mediaUnique)	impressions (adUniqueness=mediaUnique)	The number of ad impressions, counted uniquely per media placement.	metric
impressions (dataSource=adform)	impressions (dataSource=adform)	The total number of ad impressions, as reported by the Adform platform.	metric
impressions (dataSource=se)	impressions (dataSource=se)	The number of registered impressions where the data source is a search engine.	metric
impressionsFirstParty	impressionsFirstParty	The number of times a visitor with a first-party ID sees an ad on a publisher’s site.	metric
impressionsFirstParty (adUniqueness=lineItemUnique)	impressionsFirstParty (adUniqueness=lineItemUnique)	The number of times a visitor with a first-party ID sees an ad, specifically for unique impressions at the line item level.	metric
impressions_adserver	impressions_adserver	The total number of impressions as recorded by the ad server.	metric
impressions_measurable	impressions_measurable	The number of impressions for which Adform could measure viewability based on the IAB definition.	metric
impressions_unique	impressions_unique	The number of unique users who saw an ad at least once.	metric
impressions_viewable	impressions_viewable	The number of ad impressions that met the industry standard for viewability.	metric
impressionscrossdevice	impressionscrossdevice	Impressions delivered to users across multiple devices.	metric
impressionscrossdevice (adUniqueness=all)	impressionscrossdevice (adUniqueness=all)	Total number of impressions recorded across all devices, counting every impression regardless of uniqueness within a campaign.	metric
impressionscrossdevice (adUniqueness=campaignDayUnique)	impressionscrossdevice (adUniqueness=campaignDayUnique)	Number of unique impressions across devices, counted once per campaign per day.	metric
impressionscrossdevice (adUniqueness=campaignUnique)	impressionscrossdevice (adUniqueness=campaignUnique)	Number of unique impressions across devices, counted once per campaign.	metric
impressionscrossdevice (dataSource=adform)	impressionscrossdevice (dataSource=adform)	The number of impressions for unique visitors across different devices, domains, and browsers, where Adform is the data source.	metric
impressionscrossdevice (dataSource=se)	impressionscrossdevice (dataSource=se)	The number of impressions for unique visitors across different devices, domains, and browsers, where the search engine is the data source.	metric
impressionspct	impressionspct	The share of impressions for the selected dimension in relation to the total number of impressions.	metric
industryVertical	industryVertical	The industry category or vertical to which an advertiser belongs.	dimension
lineItem	lineItem	The name of the line item within a campaign.	dimension
lineItemEndDate	lineItemEndDate	The date on which the line item is scheduled to end.	dimension
lineItemID	lineItemID	A unique identifier for the line item.	metric
lineItemStartDate	lineItemStartDate	The date on which the line item is scheduled to begin.	dimension
line_item_id	line_item_id	A unique identifier for an ad line item within a campaign.	dimension
managerId	managerId	A unique identifier for the manager associated with an account or campaign.	metric
measurableImpressions	measurableImpressions	The total number of impressions that were eligible for viewability measurement.	metric
measurableImpressions (adUniqueness=all)	measurableImpressions (adUniqueness=all)	Total number of impressions that meet specific measurement criteria, such as viewability, across all unique ad deliveries.	metric
media	media	The specific media placement or ad slot where the ad was displayed.	dimension
mediaCountry	mediaCountry	The country where the media for advertising is intended to be served.	dimension
mediaID	mediaID	A unique identifier for the media placement where the ad was displayed.	metric
mediaformat	mediaformat	The format of the ad media, such as display, video, or native.	dimension
mediatype	mediatype	The general type of media used for advertising, such as display or video.	dimension
medium_id	medium_id	A unique identifier for the advertising medium.	dimension
medium_name	medium_name	The name of the advertising medium.	dimension
month	month	The month for which the data is reported.	dimension
month of year	month of year	The month of the year when an event occurred, used for reporting segmentation.	dimension
mouseovers	mouseovers	The number of times a mouse pointer moves over a banner for more than 1 second, based on JavaScript tracking.	metric
mpAmount	mpAmount	The amount from the media plan, which can represent Gross Amount, Net Amount, or Net Amount 2.	metric
mpAmount (mpAmountType=net2)	mpAmount (mpAmountType=net2)	The budget from the media plan after applying all discounts (rebate and agency discount).	metric
name	name	The name of the tracking point or tracking entity.	dimension
network	network	The advertising network or publisher network where the ads were served.	dimension
networkID	networkID	A unique identifier for the advertising network.	dimension
newVisitsPercent	newVisitsPercent	The share of new visits in relation to the total number of visits for the selected dimension, representing first-time visitors to a publisher’s site.	metric
nonViewableImpressionsIAB	nonViewableImpressionsIAB	The number of impressions that were not considered viewable according to IAB standards.	metric
objective	objective	The stated goal or objective of an advertising campaign (e.g., brand awareness, lead generation).	dimension
order	order	The name or identifier of an order, which is a grouping level for managing line items within a campaign.	dimension
orderID	orderID	A unique identifier for an order.	metric
orderId	orderId	A unique identifier assigned by Adform for a campaign order, used to group line items.	metric
overdelivered	overdelivered	The number of overdelivered units (clicks, impressions, conversions, days, weeks, or months) based on the media plan.	metric
page	page	The specific web page on which an ad was displayed or a tracked event occurred.	dimension
pageID	pageID	A unique identifier for a specific web page.	metric
pageviews	pageviews	The number of pageviews (without repeats, including refreshed pages) on a tracked website.	metric
pageviews (adInteraction=postClick)	pageviews (adInteraction=postClick)	The number of pageviews on a tracked website that occurred after a post-click ad interaction.	metric
pageviews (adInteraction=postImpression)	pageviews (adInteraction=postImpression)	The number of pageviews on a tracked website that occurred after a post-impression ad interaction.	metric
pageviews (adInteraction=recentClick)	pageviews (adInteraction=recentClick)	The number of pageviews on a tracked website that occurred after a recent click ad interaction.	metric
pageviewsAll	pageviewsAll	The total number of all tracked page views on a website, including pageviews from all relevant tracking points.	metric
pageviewsAll (adInteraction=postClick)	pageviewsAll (adInteraction=postClick)	The total number of all tracked page views on a website that occurred after a post-click ad interaction.	metric
pageviewsAll (adInteraction=postImpression)	pageviewsAll (adInteraction=postImpression)	The total number of all tracked page views on a website that occurred after a post-impression ad interaction.	metric
pageviewsSpecsTemp (pageCategory=landingPages)	pageviewsSpecsTemp (pageCategory=landingPages)	The number of page views recorded for landing pages.	metric
pageviewsSpecsTemp (pageCategory=none)	pageviewsSpecsTemp (pageCategory=none)	The number of page views where no specific page category is defined.	metric
pageviewsSpecsTemp (pageCategory=signUpPages)	pageviewsSpecsTemp (pageCategory=signUpPages)	The number of page views recorded for sign-up pages.	metric
pageviewsSpecsTemp (visitUniqueness=allSitesCampaign)	pageviewsSpecsTemp (visitUniqueness=allSitesCampaign)	Page views counted uniquely across all sites participating in a specific campaign.	metric
pageviewsSpecsTemp (visitUniqueness=noRepeat)	pageviewsSpecsTemp (visitUniqueness=noRepeat)	Page views where repeat visits within a specified timeframe are not counted.	metric
pageviewscrossdevice	pageviewscrossdevice	The total number of page views recorded across multiple devices.	metric
pageviewscrossdevice (visitUniqueness=all)	pageviewscrossdevice (visitUniqueness=all)	Total page views across devices, counting all visits regardless of uniqueness.	metric
pageviewscrossdevice (visitUniqueness=allSitesCampaign)	pageviewscrossdevice (visitUniqueness=allSitesCampaign)	The number of times pages were viewed by unique visitors, distinguished using ID Fusion across different devices, domains, and browsers for all campaign sites.	metric
pageviewscrossdevice (visitUniqueness=orders)	pageviewscrossdevice (visitUniqueness=orders)	Page views across devices, counted uniquely per order.	metric
pageviewscrossdevice (visitUniqueness=pointCampaign)	pageviewscrossdevice (visitUniqueness=pointCampaign)	Page views across devices, counted uniquely per campaign touchpoint.	metric
paidKeyword	paidKeyword	The specific keyword that was targeted in a paid search campaign.	dimension
parentId	parentId		metric
paused	paused	The status of an entity, such as a search engine ad group or campaign, indicating whether it is currently paused.	dimension
placementId	placementId	A unique identifier for a placement or line item within the Adform system.	metric
placementViewType	placementViewType	The specific type of how a placement is viewed or booked, such as Impressions (CPM), Clicks (CTR), or Viewable Impressions (vCPM).	dimension
placement_id	placement_id	A unique identifier for the ad placement where an ad was served.	dimension
placement_name	placement_name	The name of the ad placement where an ad was served.	dimension
platform	platform	The operating system or advertising platform where ads are displayed.	dimension
product	product	The name or ID of a product used in product retargeting ads or collected from tracked pages on an advertiser’s website.	dimension
programmaticBuyType	programmaticBuyType	The specific method used for programmatic ad buying (e.g., Open Auction, Private Marketplace).	dimension
publisher	publisher	The entity or website that hosts the advertisements.	dimension
reach	reach	The number of unique visitors per selected level and time interval who were exposed to an ad.	metric
referrerType	referrerType	The category or type of the referring source that led a user to a website.	dimension
region	region	The geographical region (e.g., state, province) from which the ad interactions originated.	dimension
regionID	regionID	A unique identifier for a geographic region.	metric
renderedImpressions	renderedImpressions	The number of impressions that were fully loaded and displayed in the user’s browser.	metric
revenue_post_click	revenue_post_click	The total revenue generated from conversions attributed to an ad click.	metric
revenue_post_view	revenue_post_view	The total revenue generated from conversions attributed to an ad impression (post-view).	metric
rtbAdformIncludedFee	rtbAdformIncludedFee	Fees included by Adform for Real-Time Bidding activities.	metric
rtbAudience	rtbAudience	The audience segment targeted in a Real-Time Bidding (RTB) campaign.	dimension
rtbBids	rtbBids	The number of bids made in Real-Time Bidding auctions.	metric
rtbBrandSafetyCost	rtbBrandSafetyCost	The cost associated with brand safety measures in Real-Time Bidding.	metric
rtbCategory	rtbCategory	IAB Contextual categories (Tier 1 and Tier 2) of the placement included in the bid request for programmatic campaigns.	dimension
rtbContextualTargetingCost	rtbContextualTargetingCost	The cost associated with contextual targeting strategies in Real-Time Bidding.	metric
rtbCrossDeviceCost	rtbCrossDeviceCost	The cost incurred from Real-Time Bidding for advertising delivered across multiple devices.	metric
rtbDomain	rtbDomain	The domain where a Real-Time Bidding ad was served.	dimension
rtbInventorySource	rtbInventorySource	The source of the ad inventory acquired through Real-Time Bidding.	dimension
rtbInventorySourceID	rtbInventorySourceID	A unique identifier for the inventory source in Real-Time Bidding.	dimension
rtbMediaCost	rtbMediaCost	The cost of media purchased through Real-Time Bidding.	metric
rtbMediaId	rtbMediaId	The unique ID of the Sell-Side Platform (SSP) or ad exchange that ran an RTB auction.	metric
rtbParentCategory	rtbParentCategory	IAB Contextual parent categories (Tier 2) of the placement included in the bid request for programmatic campaigns.	dimension
rtbRichMediaFee	rtbRichMediaFee	Fees associated with rich media ad creatives in Real-Time Bidding.	metric
rtbTradingDeskFee	rtbTradingDeskFee	The fee charged by the trading desk for managing Real-Time Bidding campaigns.	metric
sales	sales	The total revenue or value generated from conversions.	metric
sales (adInteraction=postClick)	sales (adInteraction=postClick)	The revenue generated from sales attributed to a post-click ad interaction.	metric
sales (adInteraction=postImpression)	sales (adInteraction=postImpression)	The revenue generated from sales attributed to a post-impression ad interaction.	metric
sales (adInteraction=recentClick)	sales (adInteraction=recentClick)	The revenue generated from sales attributed to a recent ad click within a defined lookback window.	metric
sales (adInteraction=recentImpression)	sales (adInteraction=recentImpression)	The revenue generated from sales attributed to a recent ad impression within a defined lookback window.	metric
sales (conversionType=conversionType1)	sales (conversionType=conversionType1)	The revenue generated from sales for a specific conversion type, indicated as ‘conversionType1’.	metric
sales (conversionType=conversionType2)	sales (conversionType=conversionType2)	The monetary value of product sales collected from tracked pages on an advertiser’s website, for a specific conversion type.	metric
sales (conversionType=conversionType3)	sales (conversionType=conversionType3)	The monetary value of product sales collected from tracked pages on an advertiser’s website, for a specific conversion type.	metric
salesAll	salesAll	The total revenue generated from all sales.	metric
salesAll (conversionType=conversionType1)	salesAll (conversionType=conversionType1)	The total revenue generated from all sales for a specific conversion type, indicated as ‘conversionType1’.	metric
salesAll (conversionType=conversionType2)	salesAll (conversionType=conversionType2)	The total revenue generated from all sales for a specific conversion type, indicated as ‘conversionType2’.	metric
salesAll (conversionType=conversionType3)	salesAll (conversionType=conversionType3)	Total sales attributed to a specific conversion type (conversionType3).	metric
salesAll (pageCategory=productPage)	salesAll (pageCategory=productPage)	Total sales attributed to actions on product pages.	metric
salesAll (pageCategory=thankYouPage)	salesAll (pageCategory=thankYouPage)	The total sales value or count attributed to conversions occurring on a thank you page.	metric
salesSpecs	salesSpecs	The monetary value of product sales collected from tracked pages on an advertiser’s website, including uniqueness levels.	metric
salescrossdevice	salescrossdevice	The revenue generated from sales that are tracked across multiple user devices.	metric
seAccount	seAccount	The name of a search engine account connected to Adform, applicable for synchronized search engine campaigns.	dimension
source	source	The origin of the advertising inventory or data, such as a Sell-Side Platform (SSP), ad exchange, or search engine.	dimension
startDate	startDate	The date on which a campaign or line item is scheduled to begin.	dimension
status	status	The current operational status of a campaign or entity (e.g., active, paused, completed).	dimension
subType	subType	A secondary classification or type for various entities, such as banner content or campaign categories.	dimension
sysvarProductCount	sysvarProductCount	The number of products ordered or collected from the tracked pages of an advertiser’s website.	metric
sysvarProductCount (adInteraction=allCampaign)	sysvarProductCount (adInteraction=allCampaign)	The number of products ordered, specific to all campaign interactions, collected from the tracked pages of an advertiser’s website.	metric
sysvarProductSales	sysvarProductSales	The monetary value of how much a visitor paid for each product on the advertiser’s website, collected through site tracking.	metric
sysvarProductSales (adInteraction=all)	sysvarProductSales (adInteraction=all)	The monetary value of product sales collected from the tracked pages of an advertiser’s website for all ad interactions.	metric
sysvarProductSales (adInteraction=allCampaign)	sysvarProductSales (adInteraction=allCampaign)	The monetary value of product sales collected from the tracked pages of an advertiser’s website for all campaign ad interactions.	metric
tag	tag	The name or identifier of a tracking tag.	dimension
tagID	tagID	A unique identifier for a specific ad or tracking tag.	metric
tagUID	tagUID	A unique identifier for a tracking tag.	dimension
tag_id	tag_id	A unique identifier for a tracking tag or pixel.	dimension
tag_name	tag_name	The name of the tracking tag or pixel.	dimension
timeZone	timeZone	The time zone setting for an account or campaign.	dimension
today	today	The current date, used for reporting purposes.	dimension
tracking.conversionAttributionPriority	tracking.conversionAttributionPriority	The priority or model used for attributing conversions to different ad interactions or channels.	dimension
tracking.enabled	tracking.enabled	Indicates whether site tracking is enabled for a specific advertiser or campaign.	dimension
tracking.viewThroughEnabled	tracking.viewThroughEnabled	Indicates whether view-through tracking is enabled for a specific advertiser or campaign.	dimension
trackingDomain	trackingDomain	The domain used for tracking user interactions and conversions.	dimension
trackingEnabled	trackingEnabled	A flag indicating whether tracking is enabled.	dimension
trackingSetupId	trackingSetupId	A unique identifier for a specific tracking setup configuration.	metric
tracking_code	tracking_code	A unique identifier for a click tag or tracking point used in site tracking to monitor banner activity.	dimension
tracking_filter_name	tracking_filter_name	The name of the filter applied to tracking data.	dimension
tracking_point_id	tracking_point_id	A unique identifier for a specific tracking point on a website or app.	dimension
tracking_point_name	tracking_point_name	The name of the specific tracking point on a website or app.	dimension
traffic_source	traffic_source	The origin of the traffic to a website or app (e.g., organic, paid, direct).	dimension
trafficking	trafficking		dimension
type	type	The category or classification of an entity, such as campaign type, banner type, or buy type.	dimension
undeterminedImpressions	undeterminedImpressions	The number of served impressions for which viewability could not be measured.	metric
uniqueClicksPercent	uniqueClicksPercent	The percentage of unique clicks relative to the total number of clicks.	metric
uniqueImpressionsPercent	uniqueImpressionsPercent	The percentage of unique impressions relative to the total number of impressions.	metric
uniqueReach	uniqueReach	The number of unique visitors per selected level and time interval, calculated from all available identifiers, including first-party IDs and ID Fusion.	metric
unique_impressions	unique_impressions	The number of unique users who saw an ad at least once.	metric
unique_impressions_rate	unique_impressions_rate	The rate at which unique impressions are recorded.	metric
updatedAt	trackingUpdatedAt	The timestamp indicating when an entity or record was last updated.	dimension
verifiedImpressions	verifiedImpressions	Impressions that have been independently verified to meet certain quality or viewability standards.	metric
videoCompleteCount	videoCompleteCount	The total number of times a video ad played to 100% completion.	metric
videoCompletionRate	videoCompletionRate	The percentage of video plays that were completed entirely.	metric
videoEvents	videoEvents	The total number of events related to video ad playback.	metric
videoEvents (videoInteractionType=play)	videoEvents (videoInteractionType=play)	The total number of video playback events.	metric
videoEventsPlayTimePercent	videoEventsPlayTimePercent	The percentage of the video ad that was played by users.	metric
videoEventsPlayTimePercent (videoEventType=100Percent)	videoEventsPlayTimePercent (videoEventType=100Percent)	The number of video plays that reached 100% completion.	metric
videoEventsPlayTimePercent (videoEventType=25Percent)	videoEventsPlayTimePercent (videoEventType=25Percent)	The number of video plays that reached 25% completion.	metric
videoEventsPlayTimePercent (videoEventType=50Percent)	videoEventsPlayTimePercent (videoEventType=50Percent)	The number of video plays that reached 50% completion.	metric
videoEventsPlayTimePercent (videoEventType=75Percent)	videoEventsPlayTimePercent (videoEventType=75Percent)	The number of video plays that reached 75% completion.	metric
videoPlayStartCount	videoPlayStartCount	The number of times a video ad started playing.	metric
videoStartRate	videoStartRate	The rate at which video playback initiated after being loaded.	metric
video_plays_100_pct	video_plays_100_pct	The number of times a video was played to 100% completion.	metric
video_plays_100_percent	video_plays_100_percent	The number of times a video was played to 100% completion.	metric
video_plays_25_pct	video_plays_25_pct	The number of times a video was played to at least 25% completion.	metric
video_plays_25_percent	video_plays_25_percent	The number of times a video was played to at least 25% completion.	metric
video_plays_50_pct	video_plays_50_pct	The number of times a video was played to at least 50% completion.	metric
video_plays_50_percent	video_plays_50_percent	The number of times a video was played to at least 50% completion.	metric
video_plays_75_pct	video_plays_75_pct	The number of times a video was played to at least 75% completion.	metric
video_plays_75_percent	video_plays_75_percent	The number of times a video was played to at least 75% completion.	metric
video_plays_start	video_plays_start	The number of times a video playback was initiated.	metric
video_starts	video_starts	The number of times a video playback was initiated.	metric
viewImpressions	viewImpressions	The number of ad impressions that were considered viewable.	metric
viewImpressions (viewSettings=viewSettings2)	viewImpressions (viewSettings=viewSettings2)	The number of viewable impressions determined by ‘viewSettings2’.	metric
viewImpressions (viewSettings=viewSettings3)	viewImpressions (viewSettings=viewSettings3)	The number of viewable impressions determined by ‘viewSettings3’.	metric
viewImpressionsIAB	viewImpressionsIAB	The number of ad impressions that met the IAB viewability standards.	metric
viewImpressionsIAB (adUniqueness=all)	viewImpressionsIAB (adUniqueness=all)	Total number of viewable impressions as defined by IAB (Interactive Advertising Bureau) standards.	metric
viewImpressionsIAB (adUniqueness=campaignUnique)	viewImpressionsIAB (adUniqueness=campaignUnique)	The number of IAB viewable impressions, counted uniquely per campaign.	dimension
viewImpressionsIAB (adUniqueness=lineItemDayUnique)	viewImpressionsIAB (adUniqueness=lineItemDayUnique)	Viewable impressions, as defined by IAB standards, counted uniquely once per line item per day.	dimension
viewImpressionsPercent	viewImpressionsPercent	The percentage of impressions that were considered viewable according to industry standards.	metric
viewImpressionsPercent (viewSettings=viewSettings2)	viewImpressionsPercent (viewSettings=viewSettings2)	The percentage of impressions that were considered viewable based on ‘viewSettings2’.	metric
viewImpressionsPercent (viewSettings=viewSettings3)	viewImpressionsPercent (viewSettings=viewSettings3)	The percentage of impressions that were considered viewable based on ‘viewSettings3’.	metric
viewImpressionsPercentIAB	viewImpressionsPercentIAB	The share of measurable impressions that were on visitors’ screens, based on standard IAB Viewability settings.	metric
visibility.firstLevelArea	visibility.firstLevelArea	The percentage of a banner’s area that is viewable for the first defined level of visibility.	metric
visibility.firstLevelTime	visibility.firstLevelTime	The duration, in seconds, for which a banner is viewable at the first defined level of visibility.	metric
visibility.secondLevelArea	visibility.secondLevelArea	The percentage of a banner’s area that is viewable for the second defined level of visibility.	metric
visibility.secondLevelEnabled	visibility.secondLevelEnabled	Indicates whether the second level of viewability tracking is enabled.	dimension
visibility.secondLevelTime	visibility.secondLevelTime	The duration, in seconds, for which a banner is viewable at the second defined level of visibility.	metric
visibility.thirdLevelArea	visibility.thirdLevelArea	The percentage of a banner’s area that is viewable for the third defined level of visibility.	metric
visibility.thirdLevelEnabled	visibility.thirdLevelEnabled	Indicates whether the third level of viewability tracking is enabled.	dimension
visibility.thirdLevelTime	visibility.thirdLevelTime	The duration, in seconds, for which a banner is viewable at the third defined level of visibility.	metric
visitors	visitors	The total number of unique visitors.	metric
visitors (adInteraction=postClick)	visitors (adInteraction=postClick)	The number of unique visitors on a tracked website who engaged in a post-click ad interaction.	metric
visitors (adInteraction=postImpression)	visitors (adInteraction=postImpression)	The number of unique visitors on a tracked website who engaged in a post-impression ad interaction.	metric
visits	visits	The total number of visits to a website or landing page.	metric
visits (adInteraction=allCampaign)	visits (adInteraction=allCampaign)	The total number of visits on a tracked website for all campaign ad interactions within the selected report period.	metric
visits (adInteraction=postClick)	visits (adInteraction=postClick)	The total number of visits on a tracked website that occurred after a post-click ad interaction.	metric
visits (adInteraction=postImpression)	visits (adInteraction=postImpression)	The total number of visits on a tracked website that occurred after a post-impression ad interaction.	metric
visits (adInteraction=recentClick)	visits (adInteraction=recentClick)	The total number of visits on a tracked website that occurred after a recent click ad interaction.	metric
visits (pageCategory=allPages)	visits (pageCategory=allPages)	The total number of visits across all pages of a website.	metric
visits (pageCategory=landingPages)	visits (pageCategory=landingPages)	The total number of visits to landing pages.	metric
visits (pageCategory=signUpPages)	visits (pageCategory=signUpPages)	The total number of visits on a tracked website that included interaction with pages categorized as sign-up pages.	metric
vtr	vtr	The Video Through Rate, representing the percentage of video impressions that played to completion.	metric
website	website	The website domain where the ad was displayed or a tracked event occurred.	dimension
websiteSection	websiteSection	A specific section or category within a website.	dimension
websiteSubsection	websiteSubsection	A further subsection or subcategory within a website section.	dimension
week	week	The week for which the data is reported.	metric
weekday	weekday	The specific weekday (e.g., Monday, Sunday) when an event occurred.	dimension
year	year	The year when an event occurred, used for reporting segmentation.	metric
yearMonth	yearMonth	The year and month when an event occurred, used for reporting segmentation.	dimension
yearWeek	yearWeek	The year and week number when an event occurred, used for reporting segmentation.	dimension
{clicks}	{clicks}	The total number of clicks on an ad.	dimension
{conversions}	{conversions}	The total number of conversions recorded.	dimension