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
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 timezone associated with the advertiser, used for defining time windows for data processing and reporting within Amazon Marketing Cloud. This can be specified when querying or retrieving workflow execution details.	dimension
all_purchases	all_purchases	The total count of all purchases attributed to advertising efforts.	metric
amazon_conversion_event	amazon_conversion_event	An event representing a shopper’s action attributed to an ad campaign on Amazon.	dimension
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
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 (UTC) of the advertising campaign.	dimension
campaign_id	campaign_id	The unique identifier for an advertising campaign.	metric
campaign_start_date_utc	campaign_start_date_utc	The start date (UTC) of the advertising campaign.	dimension
campaign_type	campaign_type	The type of advertising campaign, such as Sponsored Products, Sponsored Brands, Sponsored Display, or Amazon DSP.	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 expenditure incurred for advertising or other activities.	metric
creative	creative	The name or identifier of the ad creative used in the campaign.	dimension
creative_id	creative_id	The unique identifier for the ad 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 format or classification of the advertising creative, such as ‘image’, ‘video’, or ‘HTML5’. This helps categorize the visual content of an ad.	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
dpv_rate	dpv_rate	The rate of detail page views, indicating how often users view product detail pages.	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 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
id_type	id_type	The type of identifier used for identity resolution, such as Hashed PII (Personally Identifiable Information), Mobile Ad IDs (IDFA and AAID), or External IDs from identity onboarding partners.	dimension
imp_total_cost	imp_total_cost	The total cost associated with impressions.	metric
impression_date	impression_date	The date of the impression event in the advertiser’s timezone.	dimension
impression_month_utc	impression_month_utc	The month in Coordinated Universal Time (UTC) when the impression occurred.	metric
impression_reach	impression_reach	The number of unique users who were exposed to an ad or received an impression.	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 (UTC) for the line item within an advertising campaign.	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 (UTC) for the line item within an advertising campaign.	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
non_ntb_purchases	non_ntb_purchases	The number of purchases made by existing customers (not new to brand).	metric
ntb_percentage	ntb_percentage	The percentage of total sales or orders that are New-to-Brand, meaning purchases made by customers who have not bought from the brand on Amazon in the past 12 months.	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 revenue generated specifically from New-to-Brand customer orders.	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 unique customers who made their first-time purchase from the brand on Amazon within a specified lookback window, typically 12 months.	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
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
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 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
reach_percentage	reach_percentage	The percentage of the target audience that was reached by the campaign.	metric
roas	roas	A key performance indicator that measures the revenue generated for every dollar spent on advertising, reflecting the effectiveness of advertising campaigns.	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	The source of the ad inventory where the impression occurred.	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 revenue from all product sales, including both promoted and brand halo ASINs, attributed to advertising campaigns.	metric
tracked_asin	tracked_asin	The Amazon Standard Identification Number (ASIN) of the product being tracked or advertised.	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 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_converted	users_that_converted	The number of unique users who completed a conversion event.	metric
users_that_purchased	users_that_purchased	The number of unique users who made a purchase.	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