Adform (Master Data): Most-used fields

The table below gives information about most-used fields that you can import from Adform (Master Data). 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
AdInteraction	AdInteraction	Represents a user’s interaction with an advertisement, such as a click, view, or other engagement.	dimension
AgencyId	AgencyId	Unique identifier for the advertising agency associated with the campaign or transaction.	metric
AllSitesUniqueCampaignFlag	AllSitesUniqueCampaignFlag	This flag indicates whether a unique campaign interaction is counted across all tracked websites or properties.	metric
AllSitesUniqueDayFlag	AllSitesUniqueDayFlag	Indicates whether an event or interaction is unique across all sites tracked within a single day. This is typically a boolean flag (0 or 1).	metric
Assists	Assists	Number of assisting interactions that contributed to a conversion but were not the final interaction.	dimension
AttributedByCookielessPostClickID	AttributedByCookielessPostClickID	Indicates if a conversion or action was attributed using a cookieless post-click identifier.	metric
AttributedTransactionGUID	AttributedTransactionGUID	Globally Unique Identifier (GUID) of the transaction that has been attributed to an ad interaction.	dimension
AttributedTransactionId	AttributedTransactionId	Identifier for a transaction that has been attributed to an ad interaction.	metric
BackupBanner	BackupBanner	This dimension indicates with an ‘X’ symbol whether a backup banner exists.	metric
BannerElementGroupId	BannerElementGroupId	Identifier for a group of elements within an ad banner.	metric
BannerId-AdGroupId	BannerId-AdGroupId	A combined identifier representing a specific banner within an ad group, used for grouping information by banner or ad group in Display and Search campaigns respectively.	metric
BatchId	BatchId	An identifier assigned to a group of data records processed together in a batch.	metric
BrowserId	BrowserId	A unique identifier for the web browser used during an ad interaction or website visit. Browsers are part of metadata files.	metric
BuyType	BuyType	The type of booking or buying model used for a placement, such as Impressions (CPM), Clicks (CPC), Viewable Impressions (vCPM), Days, Weeks, Months, or Conversions.	dimension
CampaignId	CampaignId	A unique identifier for an advertising campaign. Campaigns are the base item in the Adform system and are part of metadata files.	metric
CcpaPrivacyString	CcpaPrivacyString	A privacy string adhering to the California Consumer Privacy Act (CCPA) specification, indicating user consent and privacy preferences.	dimension
CityId	CityId	A unique identifier for a city.	metric
ClickCost	ClickCost	The cost incurred for a click on an advertisement.	metric
ClientId	ClientId	A unique identifier for a client or advertiser account. This dimension displays and groups client/advertiser information, used for benchmarking reports.	metric
CookieID	CookieID	A unique identifier stored in a user’s browser cookie for tracking purposes.	metric
CookielessPostClickID	CookielessPostClickID	An identifier used to track post-click actions without relying on traditional cookies.	dimension
CookiesEnabled	CookiesEnabled	A flag indicating if cookies are enabled in the user’s browser for tracking purposes.	metric
CrossDeviceData	CrossDeviceData	Data used to link user interactions and behaviors across multiple devices.	dimension
DecryptedIP	DecryptedIP	The decrypted IP address of the user’s device.	dimension
DecryptedIPv6	DecryptedIPv6	The decrypted IPv6 address of the user’s device.	dimension
DestinationURL	DestinationURL	The URL a user is directed to after clicking an advertisement.	dimension
DeviceTypeId	DeviceTypeId	A unique identifier for the type of device (e.g., desktop, mobile, tablet) used by the user. Devices are part of metadata files.	metric
Engagement	Engagement	A metric representing user interaction with an ad beyond a simple impression, such as mouseovers or video plays.	metric
EuConsentString	EuConsentString	A privacy string adhering to European Union (EU) consent regulations, such as GDPR and IAB TCF, indicating user consent.	dimension
EventId	EventId	A unique identifier for a specific event tracked in a banner or on a website. Events are part of transactional data.	metric
FirstPartyId	FirstPartyId	An identifier set by the website publisher or advertiser to track users directly on their own properties, supporting first-party data strategies.	dimension
FrequencyCampaignViewInterval	FrequencyCampaignViewInterval	The time interval used to measure how often a campaign is viewed by a user.	metric
FrequencyPlacementViewInterval	FrequencyPlacementViewInterval	The time interval used to measure how often an ad placement is viewed by a user.	metric
GUID	GUID	A globally unique identifier used for various entities within the Adform system.	dimension
GppPrivacyString	GppPrivacyString	Global Privacy Platform (GPP) privacy string, used to communicate user privacy choices across different platforms and vendors in the digital advertising ecosystem.	dimension
IP	IP	The Internet Protocol address of the user’s device during an ad interaction.	dimension
IPv6	IPv6	The IPv6 address of the user’s device.	dimension
ImpressionCost	ImpressionCost	The cost incurred for an impression of an advertisement.	metric
InteractionId	InteractionId	A unique identifier for a user interaction with an advertisement.	metric
InventorySourceId	InventorySourceId	Unique identifier for the platform or entity providing the ad inventory.	metric
IsNoRepeats	IsNoRepeats	This flag indicates whether unique visits or conversions are counted, excluding repeat actions from the same user within a defined time frame.	dimension
IsRobot	IsRobot	A boolean flag indicating whether the traffic source is identified as a robot or bot.	dimension
LineItem	LineItem	A specific component within a campaign that defines targeting, bidding, and creative settings. Often referred to as programmatic line items.	metric
LogTime	LogTime	The timestamp when a specific event or interaction was logged, usually in ISO-8601 format.	dimension
MediaId	MediaId	Unique identifier for the media (e.g., ad creative, video, image) associated with an impression or click.	metric
MouseOverTime	MouseOverTime	The duration a user’s mouse pointer hovered over an ad or banner.	metric
MouseOvers	MouseOvers	The count of times a user’s mouse pointer hovered over an ad or banner.	metric
NaturalSearchKeywords	NaturalSearchKeywords	Keywords used in organic (natural) search that led to a user’s visit.	dimension
OrderId	OrderId	Unique identifier for an order or purchase made by a user.	dimension
PageURL	PageURL	The full URL of the webpage where an event or interaction occurred.	dimension
PlacementId-ActivityId	PlacementId-ActivityId	A combined identifier representing a specific ad placement and a related user activity (e.g., click, conversion).	metric
PointUniqueCampaignFlag	PointUniqueCampaignFlag	This flag indicates whether a unique interaction at a specific tracking point is counted within a campaign.	metric
PointUniqueSessionFlag	PointUniqueSessionFlag	This flag indicates whether a unique interaction at a specific tracking point is counted within a user session.	metric
PublisherDomain	PublisherDomain	The domain of the publisher’s website where the ad was displayed.	dimension
PublisherURL	PublisherURL	The URL of the website where the ad was displayed.	dimension
ReactionTime	ReactionTime	The time taken, in intervals (days), between a user’s ad interaction (click or impression) and a subsequent conversion.	metric
RecentAdInteractionFlag	RecentAdInteractionFlag	This flag specifies if data relates to recent ad interactions, such as a recent click or impression.	metric
Referrer	Referrer	The URL of the previous webpage that directed the user to the current page.	dimension
ReferrerType	ReferrerType	The type of referrer (e.g., direct, search engine, social media).	dimension
RotatorId	RotatorId	An identifier for an ad rotator, which cycles through multiple creatives.	metric
RtbCost	RtbCost	The cost associated with a real-time bidding (RTB) impression or click.	metric
RtbDomain	RtbDomain	The second-level domain of publisher sites where a banner was displayed during a Real-Time Bidding (RTB) impression.	dimension
SiteUniqueCampaignFlag	SiteUniqueCampaignFlag	Indicates whether an event or interaction is unique within a specific campaign on a particular site. This is typically a boolean flag (0 or 1).	metric
TagId	TagId	A unique identifier for an Adform tracking tag implemented on a website.	metric
Timestamp	Timestamp	The date and time of an event or interaction, usually in ISO-8601 format.	dimension
Timestamp-Server	Timestamp-Server	The timestamp of when the event was recorded by the server.	dimension
TrackingPointId	TrackingPointId	Unique identifier for a specific tracking point configured in Adform, capturing various user actions.	metric
TransactionId	TransactionId	A unique identifier for a financial transaction or conversion.	metric
TransactioncostMax	TransactioncostMax	The maximum transaction cost recorded for a specific event or interaction.	metric
UniqueBannerFlag	UniqueBannerFlag	A flag indicating a unique banner view for a specific user.	metric
UniqueCampaignDayFlag	UniqueCampaignDayFlag	A flag indicating a unique campaign view for a specific user within a single day.	metric
UniqueCampaignFlag	UniqueCampaignFlag	A flag indicating a unique campaign view for a specific user.	metric
UniqueMediaFlag	UniqueMediaFlag	A flag indicating a unique media view for a specific user.	metric
UniqueOrderIdFlag	UniqueOrderIdFlag	A flag indicating if the OrderId is unique for a particular transaction.	metric
UniquePlacementDayFlag	UniquePlacementDayFlag	A flag indicating a unique placement view for a specific user within a single day.	metric
UniquePlacementFlag	UniquePlacementFlag	A flag indicating a unique placement view for a specific user.	metric
Visibility1Flag	Visibility1Flag	A flag indicating if an ad impression met the primary or default viewability standards (e.g., IAB standards), meaning the ad was properly loaded and visible to the user.	metric
VisibilityPercentage	VisibilityPercentage	The percentage of the ad creative that was viewable on screen.	metric
VisibilityTime	VisibilityTime	The length of time, in seconds, that an ad creative was viewable on screen.	metric
VisitNumber	VisitNumber	The sequential number of a user’s visit to a particular site. This helps in understanding user engagement and frequency.	metric
VisitPageNumber	VisitPageNumber	The sequential number of the page viewed within a single user visit, useful for analyzing user navigation paths.	metric
ZipCodeId	ZipCodeId	An identifier representing the geographical zip code associated with an event or user, valuable for targeting and reporting.	metric
active	active	A boolean flag indicating if an entity (e.g., campaign, line item) is currently active.	dimension
bannerAttribute1	bannerAttribute1	A user-defined custom attribute field (1) for banners, providing additional descriptive information.	dimension
bannerAttribute2	bannerAttribute2	A user-defined custom attribute field (2) for banners, providing additional descriptive information.	dimension
bannerAttribute3	bannerAttribute3	A user-defined custom attribute field (3) for banners, providing additional descriptive information.	dimension
bannerAttribute4	bannerAttribute4	A user-defined custom attribute field (4) for banners, providing additional descriptive information.	dimension
bannerAttribute5	bannerAttribute5	A user-defined custom attribute field (5) for banners, providing additional descriptive information.	dimension
bannerSize	bannerSize	The dimensions (width x height) of the creative banner, e.g., ‘300 x 250’.	dimension
bannerType	bannerType	The type of creative material used for the banner, such as Flash, Image, Rich Media, Link, or Keyword.	dimension
bidPrice	bidPrice	The price bid for an ad impression in a Real-Time Bidding (RTB) auction.	metric
budget	budget	The allocated financial budget for a campaign or line item.	metric
budgetGoalType	budgetGoalType	Defines the objective or strategy for a campaign’s budget allocation (e.g., maximizing clicks, conversions, or impressions).	dimension
budgetPeriodType	budgetPeriodType	Specifies the time frame over which a campaign budget is applied (e.g., daily, weekly, lifetime).	dimension
campaignStatus	campaignStatus	The current operational status of a campaign (e.g., Active, Paused, Ended).	dimension
capping	capping	The frequency capping settings applied to an ad or campaign, limiting the number of times a user sees an ad.	metric
cappingTypeName	cappingTypeName	The strategy used to limit the number of times an ad is shown to a unique user within a specified period.	dimension
channelTypeName	channelTypeName	The type of advertising channel used for a campaign, such as Display, Affiliate, Email, or Social Media.	dimension
city	city	The name of the city associated with an ad interaction or user location.	dimension
cityId	cityId	A unique identifier for a city.	metric
clientId	clientId	A unique identifier for the client or advertiser.	metric
country	country	The name of the country associated with an ad interaction or user location.	dimension
countryCodeISO3	countryCodeISO3	The three-letter ISO 3166-1 alpha-3 code representing the country of the user or related entity.	dimension
countryId	countryId	A unique numerical identifier for a country.	metric
currencyCode	currencyCode	The ISO currency code used for financial transactions or reporting.	dimension
currencyName	currencyName	The name of the currency used for financial transactions or reporting.	dimension
dealId	dealId	A unique identifier for a programmatic deal in which ads are bought or sold.	dimension
dealName	dealName	The name of the programmatic deal.	dimension
deleted	deleted	A boolean flag indicating if an entity (e.g., campaign, line item) has been marked as deleted.	dimension
endDate	endDate	The end date of a campaign, line item, or other time-bound entity, usually in ISO-8601 format.	dimension
id	id	A generic unique identifier for an entity within the Adform system.	dimension
isGlobal	isGlobal	A flag indicating if an entity has global scope or applicability.	dimension
isLead	isLead	A boolean flag indicating whether a conversion event is classified as a lead.	dimension
leadCategory	leadCategory	The categorization of a generated lead (e.g., qualified, unqualified, MQL, SQL).	dimension
leadType	leadType	The specific classification or nature of a lead.	dimension
name	name	The name of an entity (e.g., campaign name, banner name, line item name).	dimension
page	page	Refers to a specific web page where an event or interaction occurred.	dimension
partyid	partyid	An identifier for an entity or participant within the Adform ecosystem, such as an advertiser, agency, or publisher.	metric
paused	paused	A boolean flag indicating if an entity (e.g., campaign, line item) is currently paused.	dimension
region	region	The geographical region or state within a country associated with an ad interaction or user location.	dimension
regionCode	regionCode	The code representing a geographical region or state.	dimension
regionId	regionId	A unique numerical identifier for a geographical region or state.	metric
section	section	A general categorization or division used to organize data within the platform or for reporting purposes.	dimension
startDate	startDate	The start date of a campaign, line item, or other time-bound entity, usually in ISO-8601 format.	dimension
sysvar_sales	sysvar_sales	A system variable used to capture sales revenue data, configurable within Adform tracking points.	metric
sysvar_sv1	sysvar_sv1	A generic system variable (SV1) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv10	sysvar_sv10	A generic system variable (SV10) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv11	sysvar_sv11	A generic system variable (SV11) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv12	sysvar_sv12	A generic system variable (SV12) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv2	sysvar_sv2	A generic system variable (SV2) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv3	sysvar_sv3	A generic system variable (SV3) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv4	sysvar_sv4	A generic system variable (SV4) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv5	sysvar_sv5	A generic system variable (SV5) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv6	sysvar_sv6	A generic system variable (SV6) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv7	sysvar_sv7	A generic system variable (SV7) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv8	sysvar_sv8	A generic system variable (SV8) for capturing custom data, configurable within Adform tracking points.	dimension
sysvar_sv9	sysvar_sv9	A generic system variable (SV9) for capturing custom data, configurable within Adform tracking points.	dimension
timeZone	timeZone	The time zone relevant to the data, often in ISO-8601 format for dates.	dimension
type	type	The classification or category of an entity, such as banner type or campaign type.	dimension
videoDuration	videoDuration	The total playback duration of a video creative.	metric
visibilityArea	visibilityArea	Describes the primary area or region on a webpage or screen where an ad element was displayed and viewable.	metric
visibilityArea2	visibilityArea2	Describes a secondary area or region on a webpage or screen where an ad element was displayed and viewable.	metric
visibilityArea3	visibilityArea3	Describes a tertiary area or region on a webpage or screen where an ad element was displayed and viewable.	metric
visibilityTime	visibilityTime	The length of time, in seconds, that an ad creative was viewable on screen.	metric
visibilityTime2	visibilityTime2	A secondary metric or timestamp related to the duration for which an ad element was considered visible.	metric
visibilityTime3	visibilityTime3	A tertiary metric or timestamp related to the duration for which an ad element was considered visible.	metric
website	website	The domain name of the website where an event occurred or an ad was displayed.	dimension
websiteSection	websiteSection	The specific section of a website where an ad was shown or user interaction occurred.	dimension
websiteSubSection	websiteSubSection	A more granular classification, representing a subsection within a broader website section.	dimension
yyyymmdd	yyyymmdd	The date in YYYYMMDD format, used for time-based data grouping.	metric
zipCode	zipCode	The postal code associated with the user’s geographical location.	dimension
zipCodeId	zipCodeId	A unique identifier for a postal code.	metric