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_group	ad_group	A way to organize and manage ads within a campaign, grouping them by elements like brand, product, or category.	dimension
ad_prod_type	ad_prod_type	The type of Amazon Ads product, similar to ad_product_type.	dimension
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_slot_size	ad_slot_size	The size of the ad slot in which an Amazon DSP ad was served, expressed as width x height in pixels.	dimension
ad_type	ad_type	The classification or format of an advertisement.	dimension
add_to_cart	add_to_cart	The count of instances when a product was added to a customer’s shopping cart.	metric
adtype	adtype	The classification or format of an advertisement.	dimension
advertiser	advertiser	The name of the business entity running advertising campaigns on Amazon.	dimension
advertiser_id	advertiser_id	The unique identifier for the advertiser.	dimension
all_purchases	all_purchases	The total count of all purchases attributed to advertising efforts.	metric
amazon_conversion_event	amazon_conversion_event	An event occurring on Amazon that is classified as a conversion.	dimension
asin	asin	The Amazon Standard Identification Number, a unique identifier for products on Amazon.	dimension
atc	atc	The number of times a promoted ASIN was added to a customer’s cart on Amazon, attributed to an ad view or click.	metric
audience_fee	audience_fee	The fee (in microcents) charged by Amazon DSP for utilizing Amazon audiences.	metric
audience_type	audience_type	The classification of an audience (e.g., ‘Rule-Based Audience’, ‘Lookalike Audience’).	dimension
average_frequency	average_frequency	The average number of times a unique user saw an ad.	metric
behavior_segment_id	behavior_segment_id	The unique identifier for an audience segment, for segments targeted by Amazon DSP and matched to the user at the time of impression.	dimension
behavior_segment_matched	behavior_segment_matched	An indicator (1 or 0) of whether the behavior segment was targeted by the Amazon DSP line item and matched to the user at the time of impression.	metric
behavior_segment_name	behavior_segment_name	The name of the audience segment that the user belonged to at the time of impression.	dimension
brand_page_sessions	brand_page_sessions	The total number of sessions on a brand’s page.	metric
brand_page_visits	brand_page_visits	The total number of visits to a brand’s page.	metric
browser_family	browser_family	The family of web browsers used by users interacting with ads (e.g., Chrome, Firefox).	dimension
campaign	campaign	The name of the advertising campaign.	dimension
campaign_end_date	campaign_end_date	The end date of the campaign in the advertiser’s time zone.	dimension
campaign_id	campaign_id	The unique identifier for the Amazon DSP campaign. For Sponsored Ads campaign IDs, refer to campaign_id_string.	dimension
campaign_start_date	campaign_start_date	The start date of the campaign in the advertiser’s time zone.	dimension
channel	channel	The advertising channel through which an ad was delivered (e.g., DSP, Sponsored Products).	dimension
clicks	clicks	The total number of times an ad was clicked by users.	metric
conv_product_type	conv_product_type	The product type associated with a conversion event.	dimension
conversion_event_category	conversion_event_category	The category of the conversion event; for pixel conversions, this field is always ‘pixel’.	dimension
conversion_event_date	conversion_event_date	The date of the conversion event in the advertiser’s time zone.	dimension
conversion_event_name	conversion_event_name	A human-readable description of the conversion event (e.g., ‘Add to Shopping Cart’, ‘Product purchased’).	dimension
conversion_event_subtype	conversion_event_subtype	The subtype of the conversion event, providing further detail (e.g., detail page view, purchase on advertiser’s website).	dimension
conversion_event_type	conversion_event_type	The type of conversion event that occurred.	dimension
conversion_event_type_class	conversion_event_type_class	For ASIN conversions, this field represents the high-level classification of the event type, such as consideration or conversion. It is blank for pixel conversions and search conversions.	dimension
conversion_rate_perc_all	conversion_rate_perc_all	The overall conversion rate as a percentage, representing the proportion of ad interactions leading to a desired action.	metric
conversions	conversions	A count of conversion events, which include purchases and various interactions with the Amazon website, attributed to ad exposure.	metric
cost	cost	The expenditure incurred for advertising or other activities.	metric
creative	creative	The name or identifier of the ad creative, representing the actual advertisement shown to customers.	dimension
creative_category	creative_category	The category of the Amazon DSP creative/ad, classifying ads into broad format types like display or video.	dimension
creative_id	creative_id	A unique identifier for the ad creative.	dimension
creative_size	creative_size	The dimensions (e.g., width x height) of the ad creative.	dimension
creative_type	creative_type	The format or type of the ad creative (e.g., display, video).	dimension
currency_iso_code	currency_iso_code	The ISO currency code for the purchase order.	dimension
customer_search_term	customer_search_term	The search term entered by a customer.	dimension
date	date	The specific calendar date for which the data is reported.	dimension
date_end	date_end	The end date for a specified reporting or analysis period.	dimension
date_start	date_start	The start date for a specified reporting or analysis period.	dimension
date_utc	date_utc	A date field representing a specific date in Coordinated Universal Time (UTC).	dimension
days	days	The number of days in the reporting period or a specific day dimension.	metric
deduplicated_purchases	deduplicated_purchases	The number of unique purchases, where multiple purchases by the same user within a defined period are counted as one.	metric
detail_page_view	detail_page_view	An event indicating that a customer viewed a product’s detail page.	metric
detail_page_view_clicks	detail_page_view_clicks	The number of detail page views that resulted from clicks on ads.	metric
detail_page_view_views	detail_page_view_views	The number of detail page views that resulted from impressions/views of ads.	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 associated with an Amazon DSP impression or click event (e.g., ‘Tablet’, ‘Phone’, ‘TV’, ‘PC’).	dimension
dim_date	dim_date	A dimension representing the date.	dimension
dpv	dpv	The number of detail page views for a product.	metric
dpv_rate	dpv_rate	The rate of detail page views, indicating how often users view product detail pages.	metric
dwell_time	dwell_time	The average time a user spent actively engaged with a specific ad or page content.	metric
end_date	end_date	The end date of a campaign or other time-bound advertising activity.	dimension
entity_id	entity_id	The ID of the Amazon Ads entity (or seat) associated with a traffic event, representing an account where media is organized by advertiser and campaign.	dimension
event_category	event_category	The category of the recorded event, such as impression, click, or purchase.	dimension
event_date	event_date	The specific date when an advertising event (e.g., impression, click) occurred.	dimension
event_dt	event_dt	The timestamp of an event in the advertiser’s time zone.	dimension
event_hour	event_hour	The hour of the day in which the event occurred.	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	frequency	The number of times an ad is shown to the same unique user over a specific period.	metric
frequency_1	frequency_1	The number of unique users who saw an ad exactly 1 time.	metric
frequency_10	frequency_10	The number of unique users who saw an ad exactly 10 times.	metric
frequency_11	frequency_11	The number of unique users who saw an ad exactly 11 times.	metric
frequency_12	frequency_12	The number of unique users who saw an ad exactly 12 times.	metric
frequency_13	frequency_13	The number of unique users who saw an ad exactly 13 times.	metric
frequency_14	frequency_14	The number of unique users who saw an ad exactly 14 times.	metric
frequency_15	frequency_15	The number of unique users who saw an ad exactly 15 times.	metric
frequency_16	frequency_16	The number of unique users who saw an ad exactly 16 times.	metric
frequency_17	frequency_17	The number of unique users who saw an ad exactly 17 times.	metric
frequency_18	frequency_18	The number of unique users who saw an ad exactly 18 times.	metric
frequency_19	frequency_19	The number of unique users who saw an ad exactly 19 times.	metric
frequency_2	frequency_2	The number of unique users who saw an ad exactly 2 times.	metric
frequency_20	frequency_20	The number of unique users who saw an ad exactly 20 times.	metric
frequency_3	frequency_3	The number of unique users who saw an ad exactly 3 times.	metric
frequency_4	frequency_4	The number of unique users who saw an ad exactly 4 times.	metric
frequency_5	frequency_5	The number of unique users who saw an ad exactly 5 times.	metric
frequency_6	frequency_6	The number of unique users who saw an ad exactly 6 times.	metric
frequency_7	frequency_7	The number of unique users who saw an ad exactly 7 times.	metric
frequency_8	frequency_8	The number of unique users who saw an ad exactly 8 times.	metric
frequency_9	frequency_9	The number of unique users who saw an ad exactly 9 times.	metric
frequency_bucket	frequency_bucket	A categorized range representing the number of times a user was exposed to an ad.	dimension
frequency_buckets	frequency_buckets	Categories or ranges representing the number of times a user was exposed to an ad.	dimension
frequency_over_20	frequency_over_20	The number of unique users who saw an ad more than 20 times.	metric
hour	hour	The hour of the day when a conversion event occurred in the advertiser’s time zone.	metric
imp_total_cost	imp_total_cost	The total cost related to impressions.	metric
impression_cost	impression_cost	The cost incurred for ad 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 of the impression event in Coordinated Universal Time (UTC).	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 of the impression event in Coordinated Universal Time (UTC).	metric
impressions	impressions	The number of times an ad or product was displayed to a customer.	metric
keyword	keyword	A word or phrase used for targeting advertisements.	dimension
leads	leads	The count of potential customers or inquiries generated through lead-generation ad campaigns.	metric
line_item	line_item	A grouping of ads within a campaign, often matching the ad group field for sponsored ads.	dimension
line_item_end_date	line_item_end_date	The end date and time of the line item in the advertiser’s time zone.	dimension
line_item_id	line_item_id	The unique identifier for the Amazon DSP line item responsible for an impression event, where ad format and targeting are defined.	dimension
line_item_start_date	line_item_start_date	The start date and time of the line item in the advertiser’s time zone.	dimension
line_item_type	line_item_type	The type of line item.	dimension
marketplace_name	marketplace_name	The name of the marketplace where a conversion event occurred (e.g., AMAZON.COM, AMAZON.CO.UK).	dimension
match_type	match_type	The type of match used for targeting (e.g., broad, phrase, exact for keywords).	dimension
measurable_impressions	measurable_impressions	The total number of ad impressions that met industry standards for viewability, indicating that the ad was likely seen by a user.	metric
month_traffic	month_traffic	The total traffic (e.g., impressions, clicks) recorded for a given month.	dimension
nb_users	nb_users	The total number of users interacting with ads or content.	metric
new_to_brand	new_to_brand	A boolean indicator specifying if the user was new to the brand.	dimension
new_to_brand_product_sales	new_to_brand_product_sales	Product sales generated by customers identified as new to the brand.	metric
new_to_brand_purchases	new_to_brand_purchases	Purchases made by customers identified as new to the brand.	metric
new_to_brand_total_product_sales	new_to_brand_total_product_sales	The total product sales attributed to customers identified as new to the brand.	metric
new_to_brand_total_purchases	new_to_brand_total_purchases	The total number of purchases attributed to customers identified as new to the brand.	metric
new_to_brand_total_units_sold	new_to_brand_total_units_sold	The total units sold to customers identified as new to the brand.	metric
new_to_brand_units_sold	new_to_brand_units_sold	The units sold to customers identified as new to the brand.	metric
non_new_to_brand_product_sales	non_new_to_brand_product_sales	Product sales generated by customers not identified as new to the brand (existing customers).	metric
non_new_to_brand_purchases	non_new_to_brand_purchases	Purchases made by customers not identified as new to the brand (existing customers).	metric
non_new_to_brand_total_product_sales	non_new_to_brand_total_product_sales	The total product sales attributed to customers not identified as new to the brand (existing customers).	metric
non_new_to_brand_total_purchases	non_new_to_brand_total_purchases	The total number of purchases attributed to customers not identified as new to the brand (existing customers).	metric
non_ntb_purchases	non_ntb_purchases	The number of purchases made by existing customers (not new to brand).	metric
ntb_orders	ntb_orders	The number of orders placed by customers identified as new to the brand.	metric
ntb_percentage	ntb_percentage	The percentage of purchases made by customers who are new to the brand.	metric
ntb_product_sales	ntb_product_sales	Product sales generated by customers identified as new to the brand.	metric
ntb_purchases	ntb_purchases	The number of purchases made by customers identified as new to the brand.	metric
ntb_sales	ntb_sales	Sales generated by customers identified as new to the brand.	metric
ntb_sales_amount	ntb_sales_amount	The monetary value of sales attributed to new-to-brand customers.	metric
ntb_total_purchases	ntb_total_purchases	The total number of purchases made by customers identified as new to the brand.	metric
ntb_total_units_sold	ntb_total_units_sold	The total number of units sold to customers identified as new to the brand.	metric
ntb_units_sold	ntb_units_sold	The number of units sold to customers identified as new to the brand.	metric
ntb_users_that_purchased	ntb_users_that_purchased	The number of unique users new to the brand who made a purchase.	metric
off_amazon_conversion_value	off_amazon_conversion_value	The advertiser-defined, unitless value of off-Amazon non-purchase conversions.	dimension
off_amazon_product_sales	off_amazon_product_sales	The sales amount for off-Amazon purchase conversions.	dimension
operating_system	operating_system	The operating system of the device used by users interacting with ads (e.g., iOS, Android, Windows).	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
orders	orders	The total number of orders placed, attributed to advertising efforts.	metric
path	path	The customer’s journey or sequence of interactions leading to a specific outcome.	dimension
platform_fee	platform_fee	Fees charged by the advertising platform.	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
product_type	product_type	A dimension indicating the type of product advertised or purchased.	dimension
purchase_amount	purchase_amount	The monetary value of a purchase.	metric
purchase_path	purchase_path	The sequence of customer interactions and touchpoints leading to a purchase.	dimension
purchase_quantity	purchase_quantity	The quantity of products purchased within a single purchase event.	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_unit_price	purchase_unit_price	The unit price of the product sold in a purchase.	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_clicks	purchases_clicks	The number of purchases attributed to clicks on ads.	dimension
purchases_count	purchases_count	The total count of purchases.	metric
purchases_views	purchases_views	The number of purchases attributed to viewing ads (view-through conversions).	dimension
reach	reach	The number of unique users who were exposed to an ad or campaign.	metric
reach_detail_page_view	reach_detail_page_view	The number of unique users who viewed a product detail page.	metric
reach_percentage	reach_percentage	The percentage of the target audience that was exposed to the ad.	metric
reach_purchases	reach_purchases	The number of unique users who made a purchase.	metric
reach_total	reach_total	The total number of unique users reached by advertising campaigns.	metric
reach_total_add_to_cart	reach_total_add_to_cart	The total number of unique users who added an item to their cart.	metric
reach_total_detail_page_view	reach_total_detail_page_view	The total number of unique users who viewed a product detail page.	metric
reach_total_purchases	reach_total_purchases	The total number of unique users who made purchases.	metric
report_dt	report_dt	The date when the report was generated.	dimension
roas	roas	Return on Ad Spend, calculated as total sales divided by total ad cost.	metric
roas_sales_amount	roas_sales_amount	The sales amount used to calculate Return on Ad Spend (ROAS).	metric
roas_sales_amount_brand	roas_sales_amount_brand	The sales amount for a specific brand used to calculate Return on Ad Spend (ROAS).	metric
sales	sales	The revenue generated from product sales.	metric
sales_amount	sales_amount	The monetary value of sales.	metric
sales_amount_brand	sales_amount_brand	The monetary value of sales for a specific brand.	metric
search_term	search_term	The specific term a customer entered into a search query.	dimension
segment_name	segment_name	The name of an audience segment used for targeting or analysis.	dimension
site	site	The website or placement where an ad was shown.	dimension
slot_position	slot_position	The specific placement or position where an ad was displayed on a page (e.g., top-of-search, product detail page).	dimension
source	source	The origin or channel through which advertising data or user traffic is generated, such as Sponsored Products, Sponsored Brands, or Amazon DSP.	dimension
spend	spend	The total amount of money expended on advertising campaigns.	metric
start_date	start_date	The start date of a campaign or other time-bound advertising activity.	dimension
supply_cost	supply_cost	The cost associated with ad placements (media cost).	metric
supply_source	supply_source	The source of the ad inventory (e.g., Amazon DSP, third-party exchanges).	dimension
targeting	targeting	A dimension indicating the targeting strategy or criteria used for an ad campaign.	dimension
time_period	time_period	The aggregated time period for the report (e.g., daily, hourly).	metric
time_to_conversion	time_to_conversion	The duration between an initial ad interaction (e.g., impression, click) and a conversion event.	dimension
time_window_end	time_window_end	The end of the time period for which data is reported or analyzed.	dimension
time_window_start	time_window_start	The start of the time period for which data is reported or analyzed.	dimension
total_ad_exposed_unique_users	total_ad_exposed_unique_users	The total number of unique users who were exposed to an advertisement.	metric
total_add_to_cart	total_add_to_cart	The total number of times products were added to customer shopping carts.	metric
total_add_to_cart_clicks	total_add_to_cart_clicks	The total number of clicks that resulted in an ‘add to cart’ action.	metric
total_brand_purchases	total_brand_purchases	The total number of purchases made for a specific brand.	metric
total_clicks	total_clicks	The aggregate count of all clicks.	metric
total_cost	total_cost	The total cost of the advertising campaign, including all associated fees.	metric
total_detail_page_view	total_detail_page_view	The total number of product detail page views.	metric
total_detail_page_view_clicks	total_detail_page_view_clicks	The aggregate count of detail page views resulting from clicks on ads.	metric
total_detail_page_view_views	total_detail_page_view_views	The aggregate count of detail page views resulting from impressions/views of ads.	metric
total_dpv	total_dpv	The aggregate count of all detail page views.	metric
total_impressions	total_impressions	The total number of times an ad was displayed to users.	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_reach	total_reach	The overall total number of unique users reached by advertising campaigns.	metric
total_sales_amount	total_sales_amount	The total monetary value of all sales.	metric
total_units_sold	total_units_sold	The total number of units sold.	metric
tracked_asin	tracked_asin	The Amazon Standard Identification Number (ASIN) being tracked, which can be either the promoted or a brand halo ASIN.	dimension
traffic_event_date	traffic_event_date	The date of the traffic event (e.g., ad view or click) in the advertiser’s time zone, which can be credited for a conversion event.	dimension
unique_reach	unique_reach	The number of unique users who were exposed to an ad or campaign, often de-duplicated across multiple channels.	metric
unique_reach_prod_type	unique_reach_prod_type	The unique number of users exposed to an ad for a specific product type.	metric
units_sold	units_sold	The total quantity of promoted products and brand halo products purchased by customers on Amazon.	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
users_who_saw_ad	users_who_saw_ad	The total number of unique users who were shown an ad.	metric
video_complete	video_complete	The number of times a video ad was watched to completion.	metric
video_impressions	video_impressions	The number of impressions served for video advertisements.	metric
video_spend	video_spend	The total cost associated with video advertising campaigns.	metric
viewable_impressions	viewable_impressions	The number of ad impressions that were considered viewable according to industry standards.	metric
visitors	visitors	The total number of unique visitors to a specific property or content.	metric
week_of_conversion_event_date_utc	week_of_conversion_event_date_utc	The week number of the conversion event date in Coordinated Universal Time (UTC).	dimension