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 type of ad or creative, such as static image, video, standard display, or mobile app.	dimension
add_to_cart	add_to_cart	The number of times a product was added to a shopping cart after an ad interaction.	metric
advertiser	advertiser	The name of the business entity running advertising campaigns on Amazon.	dimension
advertiser_id	advertiser_id	A unique identifier for the advertiser account. AMC APIs can manage AMC instances and accounts.	dimension
advertiser_timezone	advertiser_timezone	The time zone configured for the advertiser’s account, used for timestamp conversions and reporting.	dimension
amazon_conversion_event	amazon_conversion_event	An event representing a shopper’s action attributed to an ad campaign on Amazon.	dimension
browser_family	browser_family	The family or type of web browser used by the user who interacted with the ad.	dimension
campaign	campaign	The name of the advertising campaign.	dimension
campaign_end_date_utc	campaign_end_date_utc	The end date of the campaign, represented in Coordinated Universal Time (UTC).	dimension
campaign_id	campaign_id	The unique identifier for an advertising campaign.	metric
campaign_start_date_utc	campaign_start_date_utc	The start date of the campaign, represented in Coordinated Universal Time (UTC).	dimension
campaign_type	campaign_type	The classification or type of the advertising campaign, such as Sponsored Products, Sponsored Brands, or Sponsored Display.	dimension
clicks	clicks	The number of times an ad was clicked. AMC reports over event-level Amazon Ads inputs such as clicks.	metric
conversion_event_category	conversion_event_category	A high-level classification of a conversion event, such as ‘purchase’, ‘website’ (for browsing events like detail page views, add to wishlist), or ‘off-Amazon’ (for events occurring outside Amazon platforms).	dimension
conversion_event_name	conversion_event_name	The specific name or type of interaction associated with a conversion event, such as ‘purchase’, ‘detail page view’, ‘add to wishlist’, or ‘pixel fire’.	dimension
conversion_rate_perc_all	conversion_rate_perc_all	The percentage of ad interactions that resulted in a conversion.	metric
conversions	conversions	The total number of successful user actions (conversions) attributed to advertising efforts.	metric
cost	cost	The total amount of money spent on running the advertising campaign.	metric
creative	creative	Information pertaining to the advertisement’s creative content, which can include its name, ID, or type.	dimension
creative_id	creative_id	The unique identifier for a specific advertising creative.	dimension
creative_size	creative_size	The dimensions (width x height) of an ad creative, which can vary based on the ad format and placement (e.g., 300x250 for a medium rectangle or 320x50 for a mobile banner).	dimension
creative_type	creative_type	The classification of the advertisement’s creative format or style.	dimension
currency_iso_code	currency_iso_code	The ISO 4217 code for the currency used in financial metrics (e.g., ‘USD’, ‘EUR’).	dimension
customer_search_term	customer_search_term	The actual search query entered by a customer that led to an ad impression or click.	dimension
date_utc	date_utc	The date in Coordinated Universal Time (UTC) for which the data is reported.	dimension
days	days	The number of days in the reporting period or a duration.	metric
detail_page_view	detail_page_view	The number of times a product’s detail page was viewed after an ad interaction.	metric
detail_page_view_clicks	detail_page_view_clicks	The number of detail page views that resulted from a click on an ad.	metric
detail_page_view_views	detail_page_view_views	The number of detail page views that resulted from an impression (view-through) rather than a click.	metric
detail_page_views	detail_page_views	The number of times a product’s detail page was viewed.	metric
device_type	device_type	The type of device used by the customer (e.g., mobile, desktop, tablet).	dimension
dpv	dpv	The number of detail page views.	metric
end_date	end_date	The end date for the reporting period.	dimension
entity_id	entity_id	A unique identifier for an entity within the Amazon Marketing Cloud, such as an account, campaign, or creative. This ID is used to reference specific advertising components.	dimension
event_date	event_date	The calendar date on which a specific event, such as an ad impression, click, or conversion, took place. This is crucial for time-based analysis and reporting.	dimension
event_dt	event_dt	The date and time (timestamp) when the event occurred.	dimension
event_month	event_month	The month in which the ad event or data record occurred.	metric
event_year	event_year	The year in which the ad event or data record occurred.	metric
frequency_bucket	frequency_bucket	A categorized range representing the number of times a user was exposed to an ad.	dimension
id_type	id_type	This field indicates the type of identifier used for audience resolution and data matching, such as adUserId, hashed personally identifiable information (PII), Mobile Ad IDs (IDFA and AAID), or external IDs provided by identity onboarding partners.	dimension
imp_total_cost	imp_total_cost	The total cost associated with impressions.	metric
impression_date	impression_date	The date on which an advertisement impression occurred.	dimension
impression_month_utc	impression_month_utc	The month in Coordinated Universal Time (UTC) when the impression occurred.	metric
impression_year_utc	impression_year_utc	The year in Coordinated Universal Time (UTC) when the impression occurred.	metric
impressions	impressions	The number of times an ad or product was displayed to a customer.	metric
keyword	keyword	The keyword targeted by an advertising campaign.	dimension
line_item	line_item	A granular component within an advertising campaign that defines specific targeting, bidding, and creative assignments. It serves as a dimension to aggregate report data.	dimension
line_item_end_date_utc	line_item_end_date_utc	The end date of the line item, represented in Coordinated Universal Time (UTC).	dimension
line_item_id	line_item_id	A unique identifier for the line item.	dimension
line_item_start_date_utc	line_item_start_date_utc	The start date of the line item, represented in Coordinated Universal Time (UTC).	dimension
match_type	match_type	The type of match used for keywords in a campaign (e.g., exact, phrase, broad).	dimension
new_to_brand_product_sales	new_to_brand_product_sales	Product sales attributed to new-to-brand customers.	metric
new_to_brand_purchases	new_to_brand_purchases	The number of purchases made by new-to-brand customers.	metric
new_to_brand_total_product_sales	new_to_brand_total_product_sales	The aggregated total product sales attributed to new-to-brand customers.	metric
new_to_brand_total_purchases	new_to_brand_total_purchases	The aggregated total number of purchases made by new-to-brand customers.	metric
non_new_to_brand_product_sales	non_new_to_brand_product_sales	Product sales attributed to existing customers (not new-to-brand).	metric
non_new_to_brand_purchases	non_new_to_brand_purchases	The number of purchases made by existing customers (not new-to-brand).	metric
non_new_to_brand_total_product_sales	non_new_to_brand_total_product_sales	The aggregated total product sales attributed to existing customers (not new-to-brand).	metric
non_new_to_brand_total_purchases	non_new_to_brand_total_purchases	The aggregated total number of purchases made by existing customers (not new-to-brand).	metric
ntb_percentage	ntb_percentage	The percentage of attributed purchases that were made by customers identified as new to the brand within a specific lookback window.	metric
ntb_product_sales	ntb_product_sales	Product sales attributed to new-to-brand customers, meaning customers who had not purchased from the brand on Amazon in the past 12 months.	metric
ntb_purchases	ntb_purchases	The number of purchases made by customers identified as new to the brand.	metric
ntb_sales_amount	ntb_sales_amount	The total sales amount (in local currency) generated from purchases by customers new to the brand, attributed to an ad interaction.	metric
ntb_units_sold	ntb_units_sold	The number of units sold to new-to-brand customers.	metric
ntb_users_that_purchased	ntb_users_that_purchased	The number of first-time purchase events for products within the brand by new-to-brand customers, attributed to an ad interaction.	metric
off_amazon_conversion_value	off_amazon_conversion_value	The monetary value associated with a conversion event that occurred off-Amazon, but is attributed to Amazon Ads.	metric
off_amazon_product_sales	off_amazon_product_sales	The total sales amount generated from product purchases that occurred off-Amazon, but are attributed to Amazon Ads.	dimension
operating_system	operating_system	The operating system of the device used by the user who interacted with the ad.	dimension
path	path	The S3 bucket path where the generated report file is stored, including prefixes for the AMC instance name, workflow ID, and schedule type (daily, weekly, or adhoc).	dimension
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
product_type	product_type	The type or category of the product associated with the reported data.	dimension
purchase_amount	purchase_amount	The total sales amount (in local currency) generated from purchases attributed to an ad interaction.	metric
purchase_rate	purchase_rate	The rate at which ad interactions lead to a purchase.	metric
purchase_units_sold	purchase_units_sold	The total quantity of products purchased and attributed to an ad interaction.	metric
purchases	purchases	The number of customer purchases, often attributed to traffic events.	metric
purchases_count	purchases_count	The total number of purchase events attributed to an ad interaction.	metric
reach_percentage	reach_percentage	The percentage of the target audience that was reached by the campaign.	metric
roas	roas	Return on Advertising Spend, calculated as ad-attributed product sales per unit of ad spend.	metric
roas_sales_amount	roas_sales_amount	The sales revenue used to calculate Return on Ad Spend (ROAS).	metric
roas_sales_amount_brand	roas_sales_amount_brand	The brand-specific sales revenue used to calculate Return on Ad Spend (ROAS).	metric
sales_amount	sales_amount	The total sales revenue generated.	metric
sales_amount_brand	sales_amount_brand	The total sales revenue specifically for the brand.	metric
site	site	The website or placement where the ad was displayed.	dimension
spend	spend	The total cost incurred for an advertising campaign or specific ad activity.	metric
start_date	start_date	The start date for the reporting period.	metric
supply_source	supply_source	This field describes the inventory where a campaign ran, which can include real-time bidding exchanges or Amazon-owned sites.	dimension
time_window_end	time_window_end	The end of the time period for which data is reported.	dimension
time_window_start	time_window_start	The start of the time period for which data is reported.	dimension
total_clicks	total_clicks	The overall total number of clicks on ads.	metric
total_cost	total_cost	The overall total cost incurred for the advertising activity.	metric
total_detail_page_view	total_detail_page_view	The total number of times a product’s detail page was viewed.	metric
total_detail_page_view_clicks	total_detail_page_view_clicks	The total number of detail page views driven by ad clicks.	metric
total_detail_page_view_views	total_detail_page_view_views	The total number of detail page views driven by ad impressions (view-through).	metric
total_dpv	total_dpv	The overall total number of detail page views.	metric
total_impressions	total_impressions	The total number of times an ad was displayed. AMC reports over event-level Amazon Ads inputs such as impressions.	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
total_sales_amount	total_sales_amount	The total sales amount (in local currency) generated from all attributed purchases, including both promoted products and other products from the same brands.	metric
tracked_asin	tracked_asin	The Amazon Standard Identification Number (ASIN) of the product that is being tracked for advertising performance.	dimension
unique_reach	unique_reach	The number of unique users who were exposed to an ad or campaign.	metric
units_sold	units_sold	The number of individual units of a product that were sold.	metric
user_purchase_rate	user_purchase_rate	The rate of attributed purchase events relative to the number of ad impressions.	metric
users_count	users_count		metric
users_that_converted	users_that_converted	The number of unique users who completed a conversion event.	metric
users_that_purchased	users_that_purchased	The number of purchase events attributed to an ad interaction. This metric counts purchase events, not necessarily unique users.	metric
video_complete	video_complete	Indicates whether a video ad was played to completion.	metric
video_impressions	video_impressions	The number of times a video ad was displayed to users.	metric
video_spend	video_spend	The total cost incurred for video advertising campaigns.	metric
week_of_conversion_event_date_utc	week_of_conversion_event_date_utc	The week in Coordinated Universal Time (UTC) when the conversion event occurred.	dimension