Amazon Marketing Cloud: Most-used fields

The table below gives information about most-used fields that you can import from Amazon Marketing Cloud. 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_product_type	ad_product_type	The type of Amazon Ads product responsible for the traffic event attributed to a conversion (e.g., ‘sponsored_products’, ‘sponsored_brands’, ‘sponsored_display’, ‘sponsored_television’, or NULL for Amazon DSP events).	dimension
ad_type	ad_type	The classification or format of an advertisement.	dimension
advertiser	advertiser	The name of the business entity running advertising campaigns on Amazon.	dimension
all_purchases	all_purchases	The total count of all purchases attributed to advertising efforts.	metric
behavior_segment_matched	behavior_segment_matched	An indicator of whether a specific behavior segment was targeted by an Amazon DSP line item and matched to the user at the time of impression. Possible values are ‘1’ (the segment was targeted and matched to the user) or ‘0’ (the user belonged to the segment, but the segment was not targeted).	metric
behavior_segment_name	behavior_segment_name	The name of the audience segment a user belonged to at the time of an impression. This name helps identify and categorize audience segments based on characteristics such as shopping behaviors, demographics, and interests.	dimension
campaign	campaign	The name of the advertising campaign.	dimension
cost	cost	The expenditure incurred for advertising or other activities.	metric
detail_page_views	detail_page_views	The number of times a product’s detail page was viewed.	metric
dpv_rate	dpv_rate	The rate of detail page views, indicating how often users view product detail pages.	metric
event_month	event_month	The month in which the event occurred.	metric
event_year	event_year	The year in which the event occurred.	metric
frequency_bucket	frequency_bucket	A categorized range representing the number of times a user was exposed to an ad.	dimension
impression_date	impression_date	The date of the impression event in the advertiser’s timezone.	dimension
impression_reach	impression_reach	The number of unique users who were exposed to an ad or received an impression.	metric
impressions	impressions	The number of times an ad or product was displayed to a customer.	metric
non_ntb_purchases	non_ntb_purchases	The number of purchases made by existing customers (not new to brand).	metric
ntb_purchases	ntb_purchases	The number of purchases made by customers identified as new to the brand.	metric
order_month	order_month	The month in which the order was placed.	metric
order_year	order_year	The year in which the order was placed.	metric
product_sales	product_sales	The sales (in local currency) of promoted ASINs and brand halo ASINs purchased on Amazon, attributed to an ad view or click.	metric
purchase_amount	purchase_amount	The monetary value of a purchase.	metric
purchase_rate	purchase_rate	The rate at which ad interactions lead to a purchase.	metric
purchase_uniques	purchase_uniques	The number of unique customers who made a purchase attributed to advertising.	metric
purchase_units_sold	purchase_units_sold	The number of units sold within a purchase event.	metric
purchases	purchases	The number of customer purchases, often attributed to traffic events.	metric
purchases_count	purchases_count	The total count of purchases.	metric
total_product_sales	total_product_sales	The aggregate monetary value of all product sales.	metric
total_purchases	total_purchases	The aggregate count of all purchases.	metric
user_purchase_rate	user_purchase_rate	The rate at which users make a purchase after interacting with an ad.	metric
users_count	users_count	The total number of unique users.	metric
users_that_purchased	users_that_purchased	The number of unique users who made a purchase.	metric