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.
ad_group Dimension
The name assigned to an ad group, which is a structural component within a campaign used to organize creatives, budgets, and targeting.
ad_group_id Dimension
A unique identifier for an ad group, which organizes creatives, budgets, targeting, and other settings within a campaign.
ad_product_type Dimension
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).
add_to_cart Metric
The number of times a product was added to a shopping cart after an ad interaction.
advertiser Dimension
The name of the business entity running advertising campaigns on Amazon.
advertiser_id Dimension
A unique identifier for the advertiser account. AMC APIs can manage AMC instances and accounts.
advertiser_timezone Dimension
The time zone configured for the advertiser's account, used for timestamp conversions and reporting.
browser_family Dimension
The family or type of web browser used by the user who interacted with the ad.
campaign Dimension
The name of the advertising campaign.
campaign_end_date_utc Dimension
The end date of the campaign, represented in Coordinated Universal Time (UTC).
campaign_id Metric
The unique identifier for an advertising campaign.
campaign_start_date_utc Dimension
The start date of the campaign, represented in Coordinated Universal Time (UTC).
campaign_type Dimension
The classification or type of the advertising campaign, such as Sponsored Products, Sponsored Brands, or Sponsored Display.
channel Dimension
The advertising or sales platform (e.g., Amazon DSP, Sponsored Ads, Amazon Live, social media, advertiser's website) through which an ad event or conversion is attributed.
clicks Metric
The number of times an ad was clicked. AMC reports over event-level Amazon Ads inputs such as clicks.
conversion_rate_perc_all Metric
The percentage of ad interactions that resulted in a conversion.
conversions Metric
The total number of successful user actions (conversions) attributed to advertising efforts.
creative Dimension
Information pertaining to the advertisement's creative content, which can include its name, ID, or type.
creative_id Dimension
The unique identifier for a specific advertising creative.
creative_size Dimension
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).
creative_type Dimension
The classification of the advertisement's creative format or style.
currency_iso_code Dimension
The ISO 4217 code for the currency used in financial metrics (e.g., 'USD', 'EUR').
customer_search_term Dimension
The actual search query entered by a customer that led to an ad impression or click.
date_utc Dimension
The date in Coordinated Universal Time (UTC) for which the data is reported.
days Metric
The number of days in the reporting period or a duration.
detail_page_view Metric
The number of times a product's detail page was viewed after an ad interaction.
detail_page_view_clicks Metric
The number of detail page views that resulted from a click on an ad.
detail_page_view_views Metric
The number of detail page views that resulted from an impression (view-through) rather than a click.
detail_page_views Metric
The number of times a product's detail page was viewed.
device_type Dimension
The type of device used by the customer (e.g., mobile, desktop, tablet).
distinctusercount Metric
The count of unique users, or the minimum required user count, used to determine if a row passes Amazon Marketing Cloud's aggregation threshold rules for privacy-safe reporting.
dpv Metric
The number of detail page views.
end_date Dimension
The end date for the reporting period.
entity_id Dimension
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.
frequency_bucket Dimension
A categorized range representing the number of times a user was exposed to an ad.
hour_of_day Metric
Represents the hour of the day when an event occurred, derived from event timestamps.
id_type Dimension
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.
imp_total_cost Metric
The total cost associated with impressions.
impression_date Dimension
The date on which an advertisement impression occurred.
impression_month_utc Metric
The month in Coordinated Universal Time (UTC) when the impression occurred.
impression_year_utc Metric
The year in Coordinated Universal Time (UTC) when the impression occurred.
impressions Metric
The number of times an ad or product was displayed to a customer.
keyword Dimension
The keyword targeted by an advertising campaign.
line_item Dimension
A granular component within an advertising campaign that defines specific targeting, bidding, and creative assignments. It serves as a dimension to aggregate report data.
line_item_end_date_utc Dimension
The end date of the line item, represented in Coordinated Universal Time (UTC).
line_item_id Dimension
A unique identifier for the line item.
line_item_start_date_utc Dimension
The start date of the line item, represented in Coordinated Universal Time (UTC).
match_type Dimension
The type of match used for keywords in a campaign (e.g., exact, phrase, broad).
new_to_brand_product_sales Metric
Product sales attributed to new-to-brand customers.
new_to_brand_purchases Metric
The number of purchases made by new-to-brand customers.
new_to_brand_total_product_sales Metric
The aggregated total product sales attributed to new-to-brand customers.
new_to_brand_total_purchases Metric
The aggregated total number of purchases made by new-to-brand customers.
non_new_to_brand_product_sales Metric
Product sales attributed to existing customers (not new-to-brand).
non_new_to_brand_purchases Metric
The number of purchases made by existing customers (not new-to-brand).
non_new_to_brand_total_product_sales Metric
The aggregated total product sales attributed to existing customers (not new-to-brand).
non_new_to_brand_total_purchases Metric
The aggregated total number of purchases made by existing customers (not new-to-brand).
ntb_product_sales Metric
Product sales attributed to new-to-brand customers, meaning customers who had not purchased from the brand on Amazon in the past 12 months.
ntb_purchases Metric
The number of purchases made by customers identified as new to the brand.
ntb_units_sold Metric
The number of units sold to new-to-brand customers.
operating_system Dimension
The operating system of the device used by the user who interacted with the ad.
path Dimension
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).
product_sales Metric
The sales (in local currency) of promoted ASINs and brand halo ASINs purchased on Amazon, attributed to an ad view or click.
purchase_rate Metric
The rate at which ad interactions lead to a purchase.
purchases Metric
The number of customer purchases, often attributed to traffic events.
reach_percentage Metric
The percentage of the target audience that was reached by the campaign.
roas_sales_amount Metric
The sales revenue used to calculate Return on Ad Spend (ROAS).
roas_sales_amount_brand Metric
The brand-specific sales revenue used to calculate Return on Ad Spend (ROAS).
sales_amount Metric
The total sales revenue generated.
sales_amount_brand Metric
The total sales revenue specifically for the brand.
site Dimension
The website or placement where the ad was displayed.
spend Metric
The total cost incurred for an advertising campaign or specific ad activity.
start_date Metric
The start date for the reporting period.
supply_source Dimension
This field describes the inventory where a campaign ran, which can include real-time bidding exchanges or Amazon-owned sites.
time_window_end Dimension
The end of the time period for which data is reported.
time_window_start Dimension
The start of the time period for which data is reported.
total_clicks Metric
The overall total number of clicks on ads.
total_cost Metric
The overall total cost incurred for the advertising activity.
total_detail_page_view Metric
The total number of times a product's detail page was viewed.
total_detail_page_view_clicks Metric
The total number of detail page views driven by ad clicks.
total_detail_page_view_views Metric
The total number of detail page views driven by ad impressions (view-through).
total_dpv Metric
The overall total number of detail page views.
total_impressions Metric
The total number of times an ad was displayed. AMC reports over event-level Amazon Ads inputs such as impressions.
total_product_sales Metric
The aggregate monetary value of all product sales.
total_purchases Metric
The aggregate count of all purchases.
tracked_asin Dimension
The Amazon Standard Identification Number (ASIN) of the product that is being tracked for advertising performance.
unique_reach Metric
The number of unique users who were exposed to an ad or campaign.
units_sold Metric
The number of individual units of a product that were sold.
users_that_converted Metric
The number of unique users who completed a conversion event.
week_of_conversion_event_date_utc Dimension
The week in Coordinated Universal Time (UTC) when the conversion event occurred.