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
Tracking Segment	Tracking Segment	A segment of a Data Management Platform (DMP) audience that was used in ad delivery or targeting.	metric
adCreativeType	adCreativeType	The classification of the ad creative, e.g., display, video, native.	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
avgFrequency	avgFrequency	The average number of times a unique user was exposed to an ad.	metric
avgVideoPlayTime	avgVideoPlayTime	The average time users spent playing a video ad.	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
bannerFormat	bannerFormat	The format or layout specification of the ad banner, such as size or type.	dimension
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
booked	booked	The total number of booked units (such as clicks, impressions, conversions, or time units like days, weeks, or months) as specified in the media plan.	metric
bookedClicks	bookedClicks	The number of clicks that were booked according to the media plan. This metric is displayed only for placements where clicks were the booked unit.	metric
buyType	buyType	The method of purchasing ad inventory, such as programmatic or direct.	dimension
campaign	campaign	The name or identifier of the advertising campaign.	dimension
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
campaignStartDate	campaignStartDate	The date on which the advertising campaign is scheduled to begin.	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
campaignType	campaignType	The classification or category of the advertising campaign (e.g., brand awareness, direct response).	dimension
clicks	clicks	The total number of clicks on an ad.	metric
clicks (dataSource=adform)	clicks (dataSource=adform)	The total number of clicks on an ad, as reported by the Adform platform.	metric
clicksToLandingPage	clicksToLandingPage	The number of clicks that directed users to the campaign’s designated landing page.	metric
clicksToLandingPage (adInteraction=postClick)	clicksToLandingPage (adInteraction=postClick)	The number of clicks that led users to a landing page, attributed specifically to a post-click ad interaction.	metric
clicksToLandingPage (adInteraction=postImpression)	clicksToLandingPage (adInteraction=postImpression)	The number of clicks that led users to a landing page, attributed specifically to a post-impression ad interaction (user saw the ad but clicked later, not directly after viewing).	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
conversions	conversions	The total number of conversions recorded.	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
conversionsAll	conversionsAll	The total number of all recorded conversions, regardless of type or category.	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
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
cost	cost	The total cost associated with the ad campaign or specific ad activity.	metric
cost (costType=rtb)	cost (costType=rtb)	The cost incurred from Real-Time Bidding (RTB) activities.	metric
country	country	The country from which the ad interactions originated.	dimension
createdAt	trackingCreatedAt	The timestamp indicating when an entity or record was created.	dimension
ctr	ctr	The Click-Through Rate, calculated as clicks divided by impressions, indicating the effectiveness of an ad.	metric
date	date	The date for which the data is reported.	dimension
dateID	dateID	A unique identifier for a specific date.	dimension
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
deliveredClicks	deliveredClicks	The total number of clicks that were successfully registered or delivered.	metric
deliveredImpressions	deliveredImpressions	The total number of ad impressions that were delivered to users.	metric
deviceType	deviceType	The type of device (e.g., desktop, mobile, tablet) on which the ad was displayed.	dimension
ecpa	ecpa	Effective Cost Per Acquisition, a metric representing the cost to acquire a conversion.	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
ecpmv	ecpmv	Effective Cost Per Mille (thousand viewable impressions), representing the cost an advertiser pays for one thousand viewable impressions of an advertisement.	metric
eligibleImpressions	eligibleImpressions	The total number of impressions that were eligible to be displayed.	metric
engagements	engagements	The total number of user interactions or engagements with an ad.	metric
events (eventType=videoPlayStart)	events (eventType=videoPlayStart)	The number of times a video ad began playing.	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 (dataSource=adform)	impressions (dataSource=adform)	The total number of ad impressions, as reported by the Adform platform.	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
impressionscrossdevice	impressionscrossdevice	Impressions delivered to users across multiple devices.	metric
impressionspct	impressionspct	The share of impressions for the selected dimension in relation to the total number of impressions.	metric
lineItem	lineItem	The name of the line item within a campaign.	dimension
lineItemID	lineItemID	A unique identifier for the line item.	metric
measurableImpressions	measurableImpressions	The total number of impressions that were eligible for viewability measurement.	metric
media	media	The specific media placement or ad slot where the ad was displayed.	dimension
mediaID	mediaID	A unique identifier for the media placement where the ad was displayed.	metric
month	month	The month for which the data is reported.	dimension
network	network	The advertising network or publisher network where the ads were served.	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
page	page	The specific web page on which an ad was displayed or a tracked event occurred.	dimension
pageID	pageID	The unique identifier for a specific page, commonly used as a dimension to group metrics and analyze performance by page.	metric
pageviews (adInteraction=postImpression)	pageviews (adInteraction=postImpression)	The number of pageviews on a tracked website that occurred after a post-impression ad interaction.	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
programmaticBuyType	programmaticBuyType	The specific method used for programmatic ad buying (e.g., Open Auction, Private Marketplace).	dimension
renderedImpressions	renderedImpressions	The number of impressions that were fully loaded and displayed in the user’s browser.	metric
rtbAdformIncludedFee	rtbAdformIncludedFee	Fees included by Adform for Real-Time Bidding activities.	metric
rtbBrandSafetyCost	rtbBrandSafetyCost	The cost associated with brand safety measures in Real-Time Bidding.	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
rtbMediaCost	rtbMediaCost	The cost of media purchased through Real-Time Bidding.	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 (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 (pageCategory=thankYouPage)	salesAll (pageCategory=thankYouPage)	The total sales value or count attributed to conversions occurring on a thank you page.	metric
salesByCost (adInteraction=postClick)	salesByCost (adInteraction=postClick)	The total sales revenue attributed to ad interactions where a user made a purchase after clicking on an ad, measured by cost.	metric
salesByCost (adInteraction=postImpression)	salesByCost (adInteraction=postImpression)	The total sales revenue attributed to ad interactions where a user made a purchase after seeing an ad (but not necessarily clicking it), measured by cost.	metric
undeterminedImpressions	undeterminedImpressions	The number of served impressions that were not measured for viewability.	metric
updatedAt	trackingUpdatedAt	The timestamp indicating when an entity or record was last updated.	dimension
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
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
viewImpressionsIAB	viewImpressionsIAB	The number of ad impressions that met the IAB viewability standards.	metric
viewImpressionsPercentIAB	viewImpressionsPercentIAB	The share of measurable impressions that were on visitors’ screens, based on standard IAB Viewability settings.	metric
visits	visits	The total number of visits to a website or landing page.	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
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