Adjust Report Service: Most-used fields

The table below gives information about most-used fields that you can import from Adjust Report Service. 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_account_id	ad_account_id	The unique identifier of the advertising account.	dimension
ad_impressions	ad_impressions	The total number of ad impressions served to end-users.	metric
ad_revenue	ad_revenue	The revenue generated from serving in-app advertisements.	metric
ad_revenue_to_cost	ad_revenue_to_cost	The ratio of ad revenue to advertising cost.	metric
ad_rpm	ad_rpm	Ad Revenue per Mille (thousand) Impressions, calculated as ad revenue per one thousand ad impressions.	metric
adgroup	adgroup	The ad group name, often including an ID, representing the second sub-level of a link.	dimension
adgroup_id_network	adgroup_id_network	The ID of the adgroup from the network.	dimension
adgroup_network	adgroup_network	The name of the adgroup from the network.	dimension
adjust_cost	adjust_cost	The amount of money spent on ads, calculated using Adjust’s ad spend on engagement method.	metric
all_revenue	all_revenue	The total revenue generated by an app from all sources, including ad revenue and in-app revenue.	metric
all_revenue_to_cost	all_revenue_to_cost	The ratio of total revenue (all sources) to advertising cost.	metric
app	app	The name of the application.	dimension
app_token	app_token	The unique identifier for the application within the Adjust system.	dimension
arpdau	arpdau	Average Revenue Per Daily Active User (ARPDAU), calculated using all revenue sources.	metric
arpdau_ad	arpdau_ad	Average Revenue Per Daily Active User (ARPDAU), calculated using only revenue from serving ads.	metric
arpdau_iap	arpdau_iap	Average Revenue Per Daily Active User (ARPDAU), calculated using in-app purchase revenue.	metric
att_consent_rate	att_consent_rate	The percentage of users who consented to the App Tracking Transparency (ATT) prompt.	metric
att_status_authorized	att_status_authorized	The number of users who have granted authorized App Tracking Transparency (ATT) status.	metric
att_status_denied	att_status_denied	The number of users who have denied App Tracking Transparency (ATT) status.	metric
att_status_non_determined	att_status_non_determined	The number of users whose App Tracking Transparency (ATT) status is not determined.	metric
att_status_restricted	att_status_restricted	The number of users whose App Tracking Transparency (ATT) status is restricted.	metric
attribution_clicks	attribution_clicks	The total number of clicks measured for campaigns, attributed by Adjust.	metric
attribution_impressions	attribution_impressions	The total number of ad impressions measured for campaigns, attributed by Adjust.	metric
attributions_total	attributions_total	The total count of all attributions, including both installs and reattributions.	metric
base_sessions	base_sessions	The number of user sessions, excluding initial installs and reattributions.	metric
campaign	campaign	The campaign name, often including an ID, representing the first sub-level of a link.	dimension
campaign_id_network	campaign_id_network	The unique identifier for the campaign as provided by the advertising network.	dimension
campaign_network	campaign_network	The name of the campaign as reported by the advertising network.	dimension
campaign_token	campaign_token	The unique identifier for the campaign within the Adjust system.	dimension
channel	channel	A combination of the partner name and the network.	dimension
click_conversion_rate	click_conversion_rate	The average number of clicks required for a user to install the app, expressed as a percentage.	metric
click_conversion_rate_attribution	click_conversion_rate_attribution	The average number of clicks it takes for a user to install your app, based on Adjust’s attribution.	metric
click_conversion_rate_network	click_conversion_rate_network	The average number of clicks it takes for a user to install your app, as reported by the advertising network.	metric
click_cost	click_cost	The total cost associated with clicks on advertising campaigns.	metric
clicks	clicks	The total number of clicks on advertising campaigns, either from the network or measured directly.	metric
cohort_ad_revenue	cohort_ad_revenue	The cumulative ad revenue generated by a specific user cohort over a selected period.	metric
cohort_all_revenue	cohort_all_revenue	The total cumulative revenue (from all sources) generated by a specific user cohort over a selected period.	metric
cohort_gross_profit	cohort_gross_profit	The gross profit generated by a specific user cohort over time.	metric
cohort_revenue	cohort_revenue	The total cumulative in-app revenue generated by a specific user cohort over a selected period.	metric
conversion_value_total	conversion_value_total	The total conversion value, often associated with in-app purchases or other monetized user actions.	metric
cost	cost	The total amount of money spent on ads, which is the sum of click, impression, install, and event costs.	metric
country	country	The name of the country where the user is located.	dimension
country_code	country_code	The 2-character ISO 3166 code for the country where the user is located.	dimension
creative	creative	The creative name, often including an ID, representing the third sub-level of a link.	dimension
creative_id_network	creative_id_network	The unique identifier for the creative as provided by the advertising network.	dimension
creative_network	creative_network	The name of the creative from the network.	dimension
creative_token	creative_token	The unique identifier for the creative within the Adjust system.	dimension
ctr	ctr	The Click-Through Rate (CTR), representing the percentage of clicks per impressions served.	metric
data_points_total	data_points_total	Represents the total count of all data points or events collected by Adjust within a specified reporting period. This metric provides an overall volume of tracked activities, such as installs, sessions, or custom in-app events.	metric
data_points_total_restricted	data_points_total_restricted	Represents the total count of data points that have been subject to privacy restrictions, such as those due to GDPR or Limit Ad Tracking (LAT) settings. This includes data points where personal information is anonymized or not collected due to user privacy choices or regulations.	metric
datapoints	datapoints	Represents individual records within a report, comprising a combination of dimensions (e.g., date, app, campaign) and metrics (e.g., installs, revenue, ad spend). These records provide granular data on mobile app performance as returned by the Adjust Report Service API.	metric
datapoints_restricted	datapoints_restricted	Refers to individual data records from a report that have been filtered or limited based on specific criteria, such as selected dimensions, metrics, or user access permissions. This field contains a subset of available data points.	metric
daus	daus	The average number of unique daily active users (DAU) for the selected timeframe.	metric
day	day	The specific day on which the data was recorded, used for time-based data aggregation and filtering.	dimension
deattributions	deattributions	The total number of users who were deattributed from their original source to a reattribution source.	metric
ecpc	ecpc	The Effective Cost Per Click (eCPC), calculated as ad spend divided by paid clicks.	metric
ecpi	ecpi	The Effective Cost Per Install (eCPI) on paid installs.	metric
ecpi_all	ecpi_all	The Effective Cost Per Install (eCPI) on all app installs.	metric
ecpm	ecpm	The Effective Cost Per Mille (eCPM), representing the cost per one thousand ad impressions based on attribution.	metric
event_cost	event_cost	The total cost associated with specific in-app events.	metric
events	events	The total number of all triggered in-app events.	metric
first_reinstalls	first_reinstalls	The number of first-time reinstalls within a given period.	metric
first_uninstalls	first_uninstalls	The number of first-time uninstalls within a given period.	metric
gdpr_forgets	gdpr_forgets	The total number of users who have exercised their GDPR right to be forgotten.	metric
gross_profit	gross_profit	The gross profit, calculated as total revenue minus ad spend.	metric
impression_conversion_rate	impression_conversion_rate	The Impression Conversion Rate (ICR), representing the percentage of app installs per ad impressions served.	metric
impression_cost	impression_cost	The total cost associated with ad impressions.	metric
impressions	impressions	The total number of ad impressions.	metric
install_cost	install_cost	The total cost associated with app installs.	metric
installandroid	installandroid	The total number of successful app installations attributed to Android devices. This metric provides insight into the performance of campaigns targeting the Android platform.	metric
installios	installios	The total number of successful app installations attributed to iOS devices. This metric provides insight into the performance of campaigns targeting the iOS platform.	metric
installs	installs	The total number of app installations.	metric
installs_per_mile	installs_per_mile	The number of installs per one thousand impressions (IPM).	metric
invalid_payloads	invalid_payloads	Count of SKAdNetwork postbacks (install/reinstall) that were invalid after verification of the attribution signature.	metric
lead_events_est	lead_events_est	The estimated number of ‘lead’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
lead_events_max	lead_events_max	The maximum number of ‘lead’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
lead_events_min	lead_events_min	The minimum number of ‘lead’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
limit_ad_tracking_install_rate	limit_ad_tracking_install_rate	The rate of installs from devices with Limit Ad Tracking (LAT) enabled, as a percentage of total installs.	metric
limit_ad_tracking_installs	limit_ad_tracking_installs	The total number of app installs from devices where Limit Ad Tracking (LAT) is enabled.	metric
limit_ad_tracking_reattribution_rate	limit_ad_tracking_reattribution_rate	The rate of reattributions from devices with Limit Ad Tracking (LAT) enabled, as a percentage of total reattributions.	metric
limit_ad_tracking_reattributions	limit_ad_tracking_reattributions	The total number of reattributions from devices where Limit Ad Tracking (LAT) is enabled.	metric
maus	maus	The average number of unique monthly active users (MAU) for the selected timeframe.	metric
maus_restricted	maus_restricted	The average number of unique monthly active users (MAUs) whose data is subject to privacy restrictions.	metric
network	network	The name of the advertising network from which traffic originated.	dimension
network_ad_spend_skan	network_ad_spend_skan	The total ad spend for SKAdNetwork campaigns, as reported by the advertising network API.	metric
network_clicks	network_clicks	The total number of clicks reported by the advertising network.	metric
network_cost	network_cost	The total ad spend data retrieved from the advertising network API.	metric
network_cost_diff	network_cost_diff	The absolute difference in ad spend between Adjust’s attribution and the advertising network’s reported data.	metric
network_ctr	network_ctr	The Click-Through Rate (CTR) as reported by the advertising network.	metric
network_ecpc	network_ecpc	The Effective Cost Per Click (eCPC) as reported by the advertising network API.	metric
network_ecpi	network_ecpi	The Effective Cost Per Install (eCPI) as reported by the advertising network API.	metric
network_ecpm	network_ecpm	The Effective Cost Per Mille (eCPM) as reported by the advertising network API.	metric
network_impressions	network_impressions	The total number of ad impressions reported by the advertising network.	metric
network_installs	network_installs	The total number of app installs reported by the advertising network.	metric
network_installs_diff	network_installs_diff	The absolute difference in app installs between the advertising network’s reported data and Adjust’s attribution.	metric
network_installs_diff_signed	network_installs_diff_signed	The signed difference in app installs between the advertising network’s reported data and Adjust’s attribution.	metric
network_token	network_token	The unique identifier for the advertising network within the Adjust system.	dimension
non_organic_installs	non_organic_installs	The number of app installs not attributed to an organic source.	metric
organic_install_rate	organic_install_rate	The percentage of app installs that are attributed to organic sources (e.g., direct downloads, app store search) rather than paid campaigns.	metric
organic_installs	organic_installs	The number of app installs attributed to an organic source.	metric
os_name	os_name	The operating system name of the device.	dimension
paid_clicks	paid_clicks	The number of clicks that have associated cost data.	metric
paid_impressions	paid_impressions	The number of impressions that have associated ad spend data.	metric
paid_installs	paid_installs	The number of installs for which associated ad spend data is available.	metric
partner	partner	The unique slug identifier for the partner.	dimension
partner_id	partner_id	The unique identifier for the partner in the Adjust system.	dimension
partner_name	partner_name	The name of the partner in the Adjust system.	dimension
platform	platform	The type of device platform, such as mobile app or web.	dimension
reattribution_reinstalls	reattribution_reinstalls	The total number of reinstalls that also resulted in a reattribution event.	metric
reattributions	reattributions	The total number of times existing users were re-attributed to a new source.	metric
reinstalls	reinstalls	The total number of times an app was reinstalled by a user.	metric
rejected_clicks	rejected_clicks	The number of clicks identified and rejected as fraudulent.	metric
rejected_clicks_engagement_spam	rejected_clicks_engagement_spam	The number of clicks identified and rejected as engagement spam by Adjust’s fraud prevention mechanisms.	metric
rejected_impressions	rejected_impressions	The number of impressions identified and rejected as fraudulent.	metric
rejected_impressions_engagement_spam	rejected_impressions_engagement_spam	The number of ad impressions identified and rejected as engagement spam by Adjust’s fraud prevention mechanisms.	metric
rejected_install_anon_ip_rate	rejected_install_anon_ip_rate	The rate of rejected installs due to anonymous IP addresses, as a percentage of total installs and rejected installs.	metric
rejected_install_click_injection_rate	rejected_install_click_injection_rate	The rate of rejected installs due to click injection, as a percentage of total installs and rejected installs.	metric
rejected_install_distribution_outlier_rate	rejected_install_distribution_outlier_rate	The rate of rejected installs due to distribution outliers, as a percentage of total installs and rejected installs.	metric
rejected_install_fraud_rate	rejected_install_fraud_rate	The rate at which app installs are identified and rejected as fraudulent by Adjust’s fraud prevention mechanisms.	metric
rejected_install_invalid_signature_rate	rejected_install_invalid_signature_rate	The rate of rejected installs due to invalid SDK signatures, as a percentage of total installs and rejected installs.	metric
rejected_install_malformed_advertising_id_rate	rejected_install_malformed_advertising_id_rate	The rate of rejected installs due to malformed advertising IDs, as a percentage of total installs and rejected installs.	dimension
rejected_install_rate	rejected_install_rate	The overall rate of installs identified and rejected as fraudulent, as a percentage of total installs and rejected installs.	metric
rejected_install_too_many_engagements_rate	rejected_install_too_many_engagements_rate	The rate of rejected installs due to an excessive number of engagements within the attribution window, as a percentage of total installs and rejected installs.	metric
rejected_installs	rejected_installs	The total number of app installs identified and rejected by Adjust as fraudulent.	metric
rejected_installs_anon_ip	rejected_installs_anon_ip	The total number of installs rejected because they originated from anonymous IP addresses.	metric
rejected_installs_click_injection	rejected_installs_click_injection	The total number of installs rejected due to falsified clicks (click injection).	metric
rejected_installs_distribution_outlier	rejected_installs_distribution_outlier	The total number of installs rejected due to falling outside distribution outlier thresholds.	metric
rejected_installs_fraud	rejected_installs_fraud	The number of app installs identified and rejected due to fraud by Adjust’s fraud prevention mechanisms.	metric
rejected_installs_invalid_signature	rejected_installs_invalid_signature	The total number of installs rejected due to an invalid or missing SDK signature.	metric
rejected_installs_malformed_advertising_id	rejected_installs_malformed_advertising_id	The total number of installs rejected due to a malformed advertising ID.	dimension
rejected_installs_too_many_engagements	rejected_installs_too_many_engagements	The total number of installs rejected due to an excessive number of engagements within the attribution window.	metric
rejected_reattribution_anon_ip_rate	rejected_reattribution_anon_ip_rate	The rate of rejected reattributions due to anonymous IP addresses, as a percentage of total reattributions and rejected reattributions.	metric
revenue	revenue	The total in-app revenue generated by the app within a selected timeframe.	metric
revenue_events	revenue_events	The total number of revenue events triggered within the app.	metric
revenue_to_cost	revenue_to_cost	The Revenue to Cost Ratio (RCR), calculated as cohort revenue divided by ad spend.	metric
sdk_version	sdk_version	The version of the Adjust SDK integrated into the mobile application that generated the data. This dimension helps in understanding data collection capabilities and compatibility across different app versions.	dimension
search_events_est	search_events_est	The estimated number of ‘search’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
search_events_max	search_events_max	The maximum number of ‘search’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
search_events_min	search_events_min	The minimum number of ‘search’ events calculated from the SKAdNetwork postback, using the events count condition for this specific named event.	metric
skad_coarse_conversion_values_high_0	skad_coarse_conversion_values_high_0	The number of first postbacks received with a coarse conversion value of ‘high’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_high_1	skad_coarse_conversion_values_high_1	The number of second postbacks received with a coarse conversion value of ‘high’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_high_2	skad_coarse_conversion_values_high_2	The number of third postbacks received with a coarse conversion value of ‘high’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_low_0	skad_coarse_conversion_values_low_0	The number of first postbacks received with a coarse conversion value of ‘low’ for SKAdNetwork 4. For the first postback, ‘low’ always corresponds to an install.	metric
skad_coarse_conversion_values_low_1	skad_coarse_conversion_values_low_1	The number of second postbacks received with a coarse conversion value of ‘low’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_low_2	skad_coarse_conversion_values_low_2	The number of third postbacks received with a coarse conversion value of ‘low’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_medium_0	skad_coarse_conversion_values_medium_0	The number of first postbacks received with a coarse conversion value of ‘medium’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_medium_1	skad_coarse_conversion_values_medium_1	The number of second postbacks received with a coarse conversion value of ‘medium’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_medium_2	skad_coarse_conversion_values_medium_2	The number of third postbacks received with a coarse conversion value of ‘medium’ for SKAdNetwork 4.	metric
skad_coarse_conversion_values_none_0	skad_coarse_conversion_values_none_0	The number of first postbacks received with a coarse conversion value of ‘none’ for SKAdNetwork 4. ‘None’ is sent by Apple when no conditions for low, medium, or high were met.	metric
skad_coarse_conversion_values_none_1	skad_coarse_conversion_values_none_1	The number of second postbacks received with a coarse conversion value of ‘none’ for SKAdNetwork 4. ‘None’ is sent by Apple when no conditions for low, medium, or high were met.	metric
skad_coarse_conversion_values_none_2	skad_coarse_conversion_values_none_2	The number of third postbacks received with a coarse conversion value of ‘none’ for SKAdNetwork 4. ‘None’ is sent by Apple when no conditions for low, medium, or high were met.	metric
skad_coarse_conversion_values_null_0	skad_coarse_conversion_values_null_0	The number of first postbacks received with a nulled coarse conversion value for SKAdNetwork 4. A null value means an install took place, but further data has been hidden due to Apple’s privacy framework.	metric
skad_coarse_conversion_values_null_1	skad_coarse_conversion_values_null_1	The number of second postbacks received with a nulled coarse conversion value for SKAdNetwork 4. A null value means a session took place, but further data has been hidden due to Apple’s privacy framework.	metric
skad_coarse_conversion_values_null_2	skad_coarse_conversion_values_null_2	The number of third postbacks received with a nulled coarse conversion value for SKAdNetwork 4. A null value means a session took place, but further data has been hidden due to Apple’s privacy framework.	metric
skad_conversion_value_gt_0	skad_conversion_value_gt_0	Returns the count of valid SKAdNetwork postbacks where the conversion value is greater than 0 (install).	metric
skad_conversion_value_null	skad_conversion_value_null	The number of SKAdNetwork 3 postbacks and SKAdNetwork 4 first postbacks received with a nulled conversion value. A null value indicates an install took place, but further data has been hidden due to Apple’s privacy framework.	metric
skad_conversion_value_null_rate	skad_conversion_value_null_rate	The rate of postbacks received with a conversion value of null, calculated as the number of null conversion values divided by the total number of SKAdNetwork conversions.	metric
skad_installs	skad_installs	The number of installs attributed via SKAdNetwork.	metric
skad_qualifiers	skad_qualifiers	The number of installs that had a touchpoint with the network but did not win the final SKAdNetwork attribution.	metric
skad_reinstalls	skad_reinstalls	The number of reinstalls attributed via SKAdNetwork.	metric
skad_total_installs	skad_total_installs	The total number of conversions (installs and reinstalls) reported by SKAdNetwork.	metric
source_id_network	source_id_network	The unique identifier for the source advertising network.	dimension
source_network	source_network	The name of the source advertising network, if applicable.	dimension
store_id	store_id	The unique identifier for the app in its respective app store.	dimension
store_type	store_type	The type of store where the app was installed, e.g., Google Play.	dimension
tracker_token	tracker_token	The unique identifier for the tracker within the Adjust system.	dimension
uninstall_cohort	uninstall_cohort	The number of uninstalls within a specific cohort, used to track user churn over time.	metric
uninstalls	uninstalls	The total number of app uninstalls.	metric
valid_conversions	valid_conversions	Counter of SKAdNetwork postbacks (install/reinstall) that have a valid conversion value attached. It shows the number of postbacks where the conversion value was not null, including both coarse and fine (0-63) conversion values.	metric
waus	waus	The average number of unique weekly active users (WAU) for the selected timeframe.	metric
week	week	The specific week of the year when the data was recorded, used for weekly data aggregation.	dimension