Adobe Analytics 1.4 (Reports): Most-used fields

The table below gives information about most-used fields that you can import from Adobe Analytics 1.4 (Reports). 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
% of unique visitors	% of unique visitors	A calculated metric representing the percentage of total visitors who are unique within a specified reporting period.	metric
AOV	AOV	The average value of an order, calculated as total revenue divided by the total number of orders.	metric
AOV (Average Order Value)	AOV (Average Order Value)	The average value of an order, calculated as total revenue divided by the total number of orders.	metric
Activity Map Link	Activity Map Link	A dimension (element) that records the name of the specific link clicked on a web page, as tracked by the Activity Map feature in Adobe Analytics, providing insights into user engagement with interactive elements.	dimension
Average Order Value	Average Order Value	The average value of an order, calculated as total revenue divided by the total number of orders.	metric
Average Page Depth	Average Page Depth	The average number of pages a visitor viewed during their visit, calculated from the landing page. This corresponds to the ‘Average Page Depth’ metric.	metric
Average Time Spent on Page	Average Time Spent on Page	The average amount of time visitors spent on a specific page.	metric
Average Time Spent on Site	Average Time Spent on Site	The average amount of time visitors spent on the entire site.	metric
Average Time Spent on Site (min)	Average Time Spent on Site (min)	A metric that measures the average duration, in minutes, that visitors spend on the entire website during their sessions.	metric
Average Time per Visit	Average Time per Visit	The average duration of a visitor’s visit.	metric
Average Time spent /visit	Average Time spent /visit	A metric that calculates the average duration, per visit, that users spend on the site.	metric
Avg of PageViews	Avg of PageViews	A metric representing the average number of pages viewed per visit or user within the reporting period.	metric
Avg of Unique Visitors	Avg of Unique Visitors	A metric representing the average count of distinct individuals visiting the site over a specific period.	metric
Avg of Visits	Avg of Visits	A metric representing the average number of visits to the site over a specified reporting period.	metric
Bounce Rate	Bounce Rate	The percentage of visits that were single-page visits, where the visitor left from the entry page.	metric
Bounce Rate (Single Page Visits/Entries)	Bounce Rate (Single Page Visits/Entries)	The percentage of visits that were single-page visits, where the visitor left from the entry page.	metric
Bounces	Bounces	The number of single-page visits where the visitor left the site from the entry page.	metric
Brand Category	Brand Category	A dimension (element) used to classify and report on data based on specific brand categories.	dimension
Brand category	Brand category	A dimension (element) used to classify and report on data based on specific brand categories.	dimension
Browser	Browser	A dimension that identifies the web browser used by the visitor (e.g., Internet Explorer, Firefox).	dimension
Calendar Month	Calendar Month	A time dimension representing a specific calendar month.	dimension
Calendar Year	Calendar Year	A time dimension representing a specific calendar year.	metric
Campaign Tracking	Campaign Tracking	A dimension used to track specific marketing campaigns, often categorized under a ‘trackingCode’ element.	dimension
Cart Abandonment Rate	Cart Abandonment Rate	The percentage of online shopping carts that were initiated but not completed with a purchase, derived from ‘Carts’ and ‘Checkouts’ metrics.	metric
Cart Additions	Cart Additions	The number of times products were added to a shopping cart.	metric
Cart Views	Cart Views	The number of times a shopping cart was viewed.	metric
Carts	Carts	The number of times a shopping cart was viewed or interacted with.	metric
Category	Category	A dimension that groups products, organized into a category.	dimension
Channel	Channel	A dimension (element) that categorizes the marketing channel through which visitors arrived at the site, such as organic search, paid search, social media, or direct traffic.	dimension
Checkouts	Checkouts	The number of times visitors initiated the checkout process.	metric
Connection Type	Connection Type	A dimension that identifies the internet connection type used to access the site.	dimension
Content Type	Content Type	A dimension (element) used to classify and report on different types of content on the site, such as articles, videos, product pages, or blog posts.	dimension
Country	Country	A dimension (element) that identifies the geographic country from which a visitor accesses the site.	dimension
Customer Loyalty	Customer Loyalty	A dimension that classifies customers based on their loyalty to the site.	dimension
Daily Unique Customers	Daily Unique Customers	The number of unique customers observed on a daily basis.	metric
Daily Unique Visitors	Daily Unique Visitors	The number of unique visitors on a daily basis.	metric
Date	Date	A dimension representing the date for which the report data is collected.	dimension
Device Type	Device Type	A dimension that identifies the type of mobile device used by the visitor.	dimension
Devices	Devices	A dimension representing the types of devices used by visitors (e.g., mobile, desktop).	dimension
Entries	Entries	The number of times visitors entered the site.	metric
Entry Page	Entry Page	A dimension that identifies the first page a visitor accessed during a session.	dimension
First Launches	First Launches	A lifecycle metric that counts the number of times an application is launched for the very first time after installation or re-installation.	metric
First Touch Marketing Channel	First Touch Marketing Channel	A dimension that identifies the first marketing channel a customer interacted with.	dimension
First Touch Marketing Channel Detail	First Touch Marketing Channel Detail	A dimension that provides a detailed version of the first touch marketing channel.	dimension
Fiscal Month	Fiscal Month	A time-based dimension (element) that organizes data by the months within a defined fiscal year.	dimension
Fiscal Year	Fiscal Year	This field represents a specific fiscal year for reporting and data segmentation. The API supports data granularity by year, which can be aligned with an organization’s fiscal calendar.	metric
GeoSegmentation City	GeoSegmentation City	A dimension that segments data by the client’s city.	dimension
GeoSegmentation Country	GeoSegmentation Country	A dimension that segments data by the client’s country.	dimension
GeoSegmentation Region	GeoSegmentation Region	A dimension that segments data by geographical region.	dimension
GeoSegmentation State	GeoSegmentation State	A dimension that segments data by U.S. state.	dimension
GeoSegmentation U.S. DMA	GeoSegmentation U.S. DMA	A dimension that segments data by Designated Market Area (DMA) in the U.S.	dimension
Gross Revenue	Gross Revenue	The total revenue generated from sales before any deductions or adjustments.	metric
Hour	Hour	A time dimension representing a specific hour.	metric
Instances	Instances	The number of times a given variable or event was set.	metric
Language	Language	The language or locale setting used for the report or data interpretation, affecting how specific data points are presented or categorized.	dimension
Last Touch Marketing Channel	Last Touch Marketing Channel	A dimension that identifies the last marketing channel a customer interacted with before a conversion.	dimension
Last Touch Marketing Channel Detail	Last Touch Marketing Channel Detail	A dimension that provides a detailed version of the last touch marketing channel.	dimension
Link Click	Link Click	A metric or event that counts instances of users clicking on a link within the website or application.	metric
Link Name	Link Name	A dimension (element) that identifies the descriptive name of a clicked link, often associated with Activity Map tracking, to provide context about user interactions.	dimension
Max Month	Max Month	Refers to the end month of a reporting period, used for defining the upper boundary of a date range in reports.	metric
Max date	Max date	Specifies the end date of the data collection period for a report, representing the latest date for which data is included.	dimension
Min Date	Min Date	Specifies the start date of the data collection period for a report, representing the earliest date from which data is included.	dimension
Min Month	Min Month	Refers to the start month of a reporting period, used for defining the lower boundary of a date range in reports.	metric
Monthly Active Users	Monthly Active Users	A metric representing the number of unique users who interact with the application or website at least once within a given month. It is analogous to ‘Monthly Engaged Users’ in the API documentation.	metric
Monthly Unique Customers	Monthly Unique Customers	The number of unique customers observed on a monthly basis.	metric
Monthly Unique Visitors	Monthly Unique Visitors	The number of unique visitors on a monthly basis.	metric
Natural Search Engine	Natural Search Engine	A dimension that identifies the natural (unpaid) search engine used to locate the site.	dimension
New Customers	New Customers	The number of unique customers identified as new to the site.	metric
New Users	New Users	A metric that counts the number of first-time visitors or users to the website or application within a specified period.	metric
New Visitors	New Visitors	The number of unique visitors identified as new to the site.	metric
New Visits	New Visits	The number of visits to the site by visitors who have not previously visited, corresponding to the ‘New Visits’ metric.	metric
New vs. Repeat	New vs. Repeat	A dimension (element) that segments visitors into ‘new’ (first-time) and ‘repeat’ (returning) categories, enabling analysis of user loyalty and acquisition.	dimension
Operating System Type	Operating System Type	A dimension that identifies the client’s operating system.	dimension
Order (purchase event)	Order (purchase event)	The number of orders or purchase events.	metric
Order ID	Order ID	This field uniquely identifies an individual order or transaction within the collected commerce data, enabling tracking of specific purchases.	dimension
Orders	Orders	The number of orders or purchases made.	metric
Page	Page	A dimension that represents the names of pages viewed on the site.	dimension
Page Name	Page Name	The name assigned to a specific page on a website, used as a dimension to analyze content performance and user engagement on individual pages.	dimension
Page URL	Page URL	The full Uniform Resource Locator (URL) of a specific page, used as a dimension for detailed page analysis and traffic source identification.	dimension
Page Views	Page Views	The total number of times pages were viewed.	metric
Page Views per Visit	Page Views per Visit	The average number of page views recorded per visit. This is a calculated metric.	metric
Page by Category	Page by Category	A report dimension showing pages broken down by product category.	dimension
Page views / User	Page views / User	A calculated metric representing the average number of pages a single user views during their entire engagement with the site or app.	metric
Pages	Pages	A dimension that represents the names of pages viewed on the site.	dimension
Paid Search Engine	Paid Search Engine	A dimension that identifies the search engine with paid result placement used to locate the site.	dimension
Product	Product	A dimension that identifies individual products.	metric
Product Category	Product Category	A dimension that groups products, organized into a category.	dimension
PurchaseID	PurchaseID	A unique identifier for a purchase transaction, used to prevent duplicate purchase data from inflating reports by de-duplicating metrics when multiple hits share the same ID.	dimension
Quarterly Unique Visitors	Quarterly Unique Visitors	The number of unique visitors on a quarterly basis.	metric
Referred FROM	Referred FROM	Represents the domain or URL from which a visitor was directed to the site. This is a standard dimension (element) in web analytics to understand traffic sources.	dimension
Referrer	Referrer	A dimension that identifies the domain or URL from which a client came.	dimension
Referrer Type	Referrer Type	A dimension that identifies the type of referrer (e.g., Search engine, Social, Typed/Bookmarked).	dimension
Referring Domain	Referring Domain	A dimension that identifies the domains that referred clients to the site.	dimension
Report Suite ID	Report Suite ID	The unique identifier for a report suite, used to specify the data source for reports.	dimension
Returning Visitor Rate	Returning Visitor Rate	The percentage of visitors who have previously visited the site. This is a calculated metric.	metric
Revenue	Revenue	The total revenue generated from sales.	metric
Revenue (purchase event)	Revenue (purchase event)	The total revenue generated from purchase events.	metric
Server	Server	A dimension that identifies pages hosted by the same server.	dimension
Site	Site	Refers to the report suite, which is a container for collecting and storing data from a specific website or application. Each report suite has a unique ID (reportSuiteID).	dimension
Site Section	Site Section	A dimension (element) used to categorize and report on groups of web pages, allowing for analysis of engagement within specific areas of a website.	dimension
Time Spent per Visit (time format)	Time Spent per Visit (time format)	The average duration of a visitor’s visit, presented in a time format.	metric
Total Checkouts	Total Checkouts	The total number of times visitors initiated the checkout process.	metric
Total Daily Unique Visitors	Total Daily Unique Visitors	The total number of unique visitors on a daily basis.	metric
Total Monthly Unique Visitors	Total Monthly Unique Visitors	The total number of unique visitors on a monthly basis.	metric
Total Orders	Total Orders	The total number of orders or purchases made.	metric
Total Orders (Visit)	Total Orders (Visit)	The total number of orders that occurred during a single visit.	metric
Total Page Views	Total Page Views	The total number of times pages were viewed across the site.	metric
Total Quarterly Unique Visitors	Total Quarterly Unique Visitors	The total number of unique visitors on a quarterly basis.	metric
Total Revenue	Total Revenue	The total revenue generated from sales.	metric
Total Time Spent	Total Time Spent	The total number of seconds spent by visitors on the site.	metric
Total Unique Visitors	Total Unique Visitors	The aggregate count of unique visitors to the site over a specified period.	metric
Total Visits	Total Visits	The total number of visits to the site.	metric
Total Weekly Unique Visitors	Total Weekly Unique Visitors	The total number of unique visitors on a weekly basis.	metric
Tracking Code	Tracking Code	A dimension representing campaign tracking codes.	dimension
Tracking Code by Channel	Tracking Code by Channel	A dimension (element) that combines campaign tracking codes with the marketing channel through which the user arrived, enabling detailed analysis of campaign performance by channel.	dimension
URL	URL	This field represents the ‘Page URL’ dimension, which lists the full URLs of pages on your website. It captures the addresses of pages visited by users, providing insight into web traffic and user behavior.	dimension
Unique Visitors	Unique Visitors	The total number of unique visitors to the site.	metric
Units	Units	The number of individual products purchased in orders.	metric
Visit Number	Visit Number	A dimension (element) that indicates the sequence number of a visitor’s session, such as their first, second, or subsequent visit to the site.	metric
Visitor (Repeat)	Visitor (Repeat)	Refers to a visitor who has previously visited the site.	metric
Visitor ID	Visitor ID	This field uniquely identifies a specific visitor to the website. It allows for tracking individual user journeys, behavior, and activity across sessions.	dimension
Visitors	Visitors	The total number of unique visitors to the site.	metric
Visits	Visits	The total number of visits to the site.	metric
Visits Per Day	Visits Per Day	The average number of visits recorded per day. This is a calculated metric.	metric
Week	Week	A time dimension representing a specific week.	metric
Week Range	Week Range	A time-based dimension (element) that segments data by a specific range of days representing a week.	dimension
Weekly Unique Customers	Weekly Unique Customers	The number of unique customers observed on a weekly basis.	metric
Weekly Unique Visitors	Weekly Unique Visitors	The number of unique visitors on a weekly basis.	metric
channel	channel	The marketing or traffic channel through which users arrive at a website or interact with content, such as organic search, social media, or paid advertising.	dimension