Flashtalking
The table below gives information about all the data fields that you can import from Flashtalking.
The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs. As a result, the fields shown here may not be the same as the fields available in Adverity. If you notice a difference between this documentation and the fields you see in Adverity, please contact your Adverity account manager for more information.
To see the fields you can collect from another data source, go back to the Available fields in Adverity overview.
Field UI name 
Field API name 
Description 
Use in Adverity 
Docs 


Category 
Content categories are used to group placements in reports. For example create categories such as ‘Sports’ or ’News’ and ‘Music’. 
dimension 


ClickNoScript 
A click on an ad where a no script tag was called rather than the script tag. 
metric 


ClickTag1 
The number of clicks on the clickTag 1 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag10 
The number of clicks on the clickTag 10 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag11 
The number of clicks on the clickTag 11 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag12 
The number of clicks on the clickTag 12 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag13 
The number of clicks on the clickTag 13 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag14 
The number of clicks on the clickTag 14 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag15 
The number of clicks on the clickTag 15 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag16 
The number of clicks on the clickTag 16 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag17 
The number of clicks on the clickTag 17 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag18 
The number of clicks on the clickTag 18 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag19 
The number of clicks on the clickTag 19 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag2 
The number of clicks on the clickTag 2 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag20 
The number of clicks on the clickTag 20 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag3 
The number of clicks on the clickTag 3 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag4 
The number of clicks on the clickTag 4 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag5 
The number of clicks on the clickTag 5 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag6 
The number of clicks on the clickTag 6 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag7 
The number of clicks on the clickTag 7 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag8 
The number of clicks on the clickTag 8 section of the Flash ad. Maximum of 20 variations. 
metric 


ClickTag9 
The number of clicks on the clickTag 9 section of the Flash ad. Maximum of 20 variations. 
metric 


CombinedDeliveredImpressions 
Combination of Desktop and Mobile App and Mobile Web Rendered Impressions. 
metric 


ContentCategoryID 
ID associated with a Content Category 
dimension 


CostPerAquisition 
Total Cost/Acquisition 
metric 


CreativeDimensions 
The size in pixels of the creative asset. 
dimension 


CreativeGroup1ID 
ID associated with Creative Group 1 
dimension 


CreativeGroup2ID 
ID associated with Creative Group 2 
dimension 


FTCostType 
The media cost model for the placement (e.g. CPM or CPC) 
dimension 


MediaCostTotal 
The units of media cost type multiplied by media cost rate. For example for CPM (impressions/1000) x Media Cost Rate. 
metric 


PlacementId 
ID associated with a Placement 
dimension 


Strategy 
Strategies are used to group placements in reports. They are typically used to describe marketing approaches for each placement. For example ‘10 percent discount’ or ‘Free shipping’ and ‘Free Trial Membership. 
dimension 


StrategyID 
ID associated with a Strategy 
dimension 


ThirdPartyIDCreative 
In ad server there is a free form name for Third Party IDS (dimension name). 
dimension 


ThirdPartyIdPlacement 
Identifier for a placement created by a third party. 
dimension 


TotalConversionValue 
Total value captured as a passed value against the selected spotlights 
metric 


TotalConversionValuefromclicks 
Total value captured as a passed value against the selected spotlights following a click attributed event 
metric 


TotalConversionValuefromviews 
Total value captured as a passed value against the selected spotlights following a view attributed event 
metric 


TotalSpotRatefromclicks 
Calculated as (Total Spotlights (from clicks)/ Requested Impressions) * 100 
metric 


TotalSpotRatefromviews 
Calculates as (Total Spotlights (from views)/ Requested Impressions) * 100 
metric 


TotalSpotlightRate 
Calculated as (Total Spotlights/ Requested Impressions) * 100 
metric 


TotalSpotlights 
The number of individual last touch attributed users that have reached any of the targeted spotlight pages. 
metric 


TotalSpotlightsfromclicks 
The number of individual last touch attributed users that have reached any of the targeted spotlight pages following a click 
metric 


TotalSpotlightsfromviews 
The number of individual last touch attributed users that have reached any of the targeted spotlight pages following an impression with no click 
metric 


U1 
U1 
dimension 


U2 
U2 
dimension 


adGapId 
Ad Gap Id 
dimension 


altGifImpressions 
The number of times the backup GIF has been called from the ad server; mostly due to the user not having an HTML5 compatible browser. 
metric 


averageInteractionTime 
The average time the user has been interacting with the ad. 
metric 


backupGifclick 
The number of times the backup GIF has been clicks; mostly due to the user not having an HTML5 compatible browser. 
metric 


bookedCost 
Booked costs 
metric 


broadband 
The percentage of users who were on broadband internet connections. 
metric 


browser 
Browser the conversion occured in 
dimension 


campaign 
Coordinated media delivery plan that includes placements or creatives etc 
dimension 


campaignID 
ID associated with a Campaign 
dimension 


city_code 
City Code 
dimension 


clickThroughRate 
The number of clicks per impressions. Calculated as clicks/impressions. 
metric 


clickViewDate 
Date the attributed click or view was served on 
dimension 


clickViewHour 
Hour within the day the attributed click or view was served at 
dimension 


clicks 
The total number of times the ad has been clicked on. 
metric 


clientID 
ID of the client 
dimension 


clientName 
Name of the client 
dimension 


configID 
Configuration ID 
dimension 


configuration 
Configuration is one of the default names 
dimension 


conversionType 
Event associated with conversion either click or impression 
dimension 


costCapPeriod 
The time period a fix cost cap applies to. 
dimension 


costGroupID 
Identifier assigned by Report Builder to a cost group. 
dimension 


costGroupName 
A group of two or more placements within a single publisher that are bought as a package. 
dimension 


costPerClick 
The count of clicks multiplied by CPC or cost/count of clicks. 
metric 


country_code 
Country code 
dimension 


creative 
The visual advertisement that will be shown to users. 
dimension 


creativeGroup1 
Collection of related creatives that have been grouped together. 
dimension 


creativeGroup2 
Additional collection of related creatives that have been grouped together. 
dimension 


creativeID 
ID associated with a Creative 
dimension 


creativeType 
The classification of creative asset 
dimension 


currency 
The monetary unit used to buy or sell media (ex. USD or EUR or etc.) 
dimension 


date 
Date of performance 
dimension 


dimensions 
The size in pixels of the creative asset. 
dimension 


eMediaCostRate 
Effective Media Cost Rate  the fixed cost calculated CPM (see Cost Cap Period) or applied Media Cost Rate (CPM/CPC). 
metric 


endDate 
Placement End Date (inherited from Campaign when absent). 
dimension 


enhancedAveIntTime 
The average time the user has been interacting with the enhanced ad 
metric 


enhancedCTR 
The number of clicks per impressions on enhanced ad. Calculated as clicks/impressions. 
metric 


enhancedClick 
The total number of times the enhanced ad has been clicked on. 
metric 


enhancedImp 
The number of times the enhanced ad has been served 
metric 


enhancedInt 
The number of users who interacted with the enhanced ad 
metric 


enhancedIntRate 
The total number of interactions as a percentage of impressions requested for an enhancement ad 
metric 


enhancedIntTime 
The total time value of all interactions with enhanced ad 
metric 


expandClickThroughRate 
The number of clicks per impressions on expand ads. 
metric 


expandDimensions 
The size in pixels of the fully expanded creative. 
dimension 


expandRate 
The rate in which an ad is viewed in the expanded state (total number of expands/total impressions). 
metric 


expandViews 
The number of times ad expand ad was seen by a user while the ad was expanded. 
metric 


facebookClick 
Facebook Click 
metric 


flashtalkingunitcost 
The cost per thousands units if CPM or cost per unit if other buying model 
metric 


frequency 
Requested Impressions / Impression Reach 
metric 


ft_custom 
Custom 
dimension 


ft_section 
Section 
dimension 


fullscreen 
The number of video creatives that played in fullscreen mode 
metric 


geoMatch 
Geo match 
dimension 


geoProximityMatch 
Geo proximity match 
dimension 


goalimp 
Goal Impressions 
metric 


goalrate 
Goal Rate 
metric 


goalvalue 
Goal Value 
metric 


groupType 
Type of the group 
dimension 


guid 
Unique identifier of user 
dimension 


impressionsBooked 
Number of booked impressions 
metric 


impressionsDelivered 
Number of delivered impressions 
metric 


interactionRate 
The total number of interactions as a percentage of impressions requested. 
metric 


interactionsUniqueByImpressions 
The number of users who interacted with the ad. 
metric 


ispMatch 
Isp match 
dimension 


itemname 
Name of item 
dimension 


keyword 
Keyword 
dimension 


keywordMatch 
Keyword match 
dimension 


market 
Market 
dimension 


measuredRate 
The percentage of viewable and nonviewable impressions compared to the number of impressions 
metric 


mediaCostRate 
The rate applied to cost type. 
metric 


mediacosttype 
The cost model applied to media (CPM or CPC or CPA or fixed). 
dimension 


metro_code 
Metro Code 
dimension 


metro_name 
Metro ID 
dimension 


narrowband 
The percentage of users who were on narrowband internet connections. 
metric 


natSearchClick 
Nat search click 
metric 


natsearchtponly 
Nat search tp only 
metric 


noScriptGifImpressions 
The number of times the backup GIF has been called from the ad server due to the user not having JavaScript installed/enabled on their computer. 
metric 


nonViewableRenderedImp 
Impressions measured as nonviewable when an ad is not rendered to a browser and less 50% of the pixels in the ad were on an infocus browser tab on the viewable space of the browser page or they were viewable for less that one continuous second. 
metric 


os 
Operating System the Conversion occured on 
dimension 


percentageNonViewable 
Calculated as ( nonviewable impressions / rendered impressions) x 100 
metric 


percentageUndetermined 
Calculated as (undetermined served impressions / rendered impressions) x 100 where udetermined impression occurred in an environment where Flashtalking determined that they could not accurately detect the visible status of an ad. 
metric 


percentageViewable 
Calculated as (viewable served impressions / rendered impressions) x 100 
metric 


placement 
An object that contains tags and represents a unit of available ad space on a web page. 
dimension 


profitPerThousandImpressions 
ROI / (Impressions/1000) 
metric 


retargetingMatch 
Retargeting match 
dimension 


richAveIntTime 
The average time the user has been interacting with the rich media ad 
metric 


richCTR 
The number of clicks per impressions on rich media ad. Calculated as clicks/impressions. 
metric 


richClick 
The total number of times the rich media ad has been clicked on. 
metric 


richImp 
The number of times the rich media ad has been served 
metric 


richInt 
The number of users who interacted with the rich media ad 
metric 


richIntRate 
The total number of interactions as a percentage of impressions requested for an rich media ad 
metric 


richIntTime 
The total time value of all interactions with rich media ad 
metric 


salesHour 
Hour of Day the Sale occured at 
dimension 


salesTimestamp 
Time The sale occured at 
dimension 


salesType 
Type of sales 
dimension 


salesValue 
The sales value of the order as provided by the advertiser on confirmation page 
metric 


site 
Publisher or ad network or website or SSP which provides inventory space where media can be bought. 
dimension 


siteID 
ID associated with a Site 
dimension 


soundOn 
The number of users who clicked on the sound on button. 
metric 


spotlightID 
ID Associated with Spotlight 
dimension 


spotlightName 
Spotlight Name as it Appears in Flashtalking Spot Manager 
dimension 


standardCTR 
The number of clicks per impressions on standard ad. Calculated as clicks/impressions. 
metric 


standardClick 
The total number of times the standard ad has been clicked on. 
metric 


standardImp 
The number of times the standard ad has been served 
metric 


startDate 
Placement Start Date (inherited from Campaign when absent). 
dimension 


timeToSale 
The lapsed time in hours from the last click / view event prior to the conversion. 
metric 


totalCost 
The combination of media total cost and FT Cost. 
metric 


totalIncome 
Total Income 
metric 


totalInteractionTime 
The total time value of all interactions. 
metric 


totalProfit 
Calculated as (Total Income  Total Cost) 
metric 


transactionID 
Id of transaction 
dimension 


transaction_quantity 
Number of transactions 
metric 


undetermined 
Undetermined Impressions occurred in an environment where Flashtalking determined that they could not accurately detect the visible status of an ad. 
metric 


uniqueUserClicks 
The number of unique users who clicked the ad. 
metric 


uniqueUsers 
The number of unique users 
metric 


uniqueuserClickthroughRate 
Unique users click through rate 
metric 


vid1Average 
The average percentage of the video 1 that has been viewed. 
metric 


vid1Played100 
The number of times video 1 is viewed to completion. 
metric 


vid1Played25 
The number of times video 1 is viewed to 25% completion. 
metric 


vid1Played50 
The number of times video 1 is viewed to 50% completion. 
metric 


vid1Played75 
The number of times video 1 is viewed to 75% completion. 
metric 


vid1Replay 
The number of users who replayed the video 1. 
metric 


vid1Start 
The number of users the video 1 began to play for. 
metric 


vid2Average 
The average percentage of the video 2 that has been viewed. 
metric 


vid2Played100 
The number of times video 2 is viewed to completion. 
metric 


vid2Played25 
The number of times video 2 is viewed to 25% completion. 
metric 


vid2Played50 
The number of times video 2 is viewed to 50% completion. 
metric 


vid2Played75 
The number of times video 2 is viewed to 75% completion. 
metric 


vid2Replay 
The number of users who replayed the video 2. 
metric 


vid2Start 
The number of users the video 2 began to play for. 
metric 


vid3Average 
The average percentage of the video 3 that has been viewed. 
metric 


vid3Played100 
The number of times video 3 is viewed to completion. 
metric 


vid3Played25 
The number of times video 3 is viewed to 25% completion. 
metric 


vid3Played50 
The number of times video 3 is viewed to 50% completion. 
metric 


vid3Played75 
The number of times video 3 is viewed to 75% completion. 
metric 


vid3Replay 
The number of users who replayed the video 3. 
metric 


vid3Start 
The number of users the video 3 began to play for. 
metric 


vid4Average 
The average percentage of the video 4 that has been viewed. 
metric 


vid4Played100 
The number of times video 4 is viewed to completion. 
metric 


vid4Played25 
The number of times video 4 is viewed to 25% completion. 
metric 


vid4Played50 
The number of times video 4 is viewed to 50% completion. 
metric 


vid4Played75 
The number of times video 4 is viewed to 75% completion. 
metric 


vid4Replay 
The number of users who replayed the video 4. 
metric 


vid4Start 
The number of users the video 4 began to play for. 
metric 


vid5Average 
The average percentage of the video 5 that has been viewed. 
metric 


vid5Played100 
The number of times video 5 is viewed to completion. 
metric 


vid5Played25 
The number of times video 5 is viewed to 25% completion. 
metric 


vid5Played50 
The number of times video 5 is viewed to 50% completion. 
metric 


vid5Played75 
The number of times video 5 is viewed to 75% completion. 
metric 


vid5Replay 
The number of users who replayed the video 5. 
metric 


vid5Start 
The number of users the video 5 began to play for. 
metric 


vid6Average 
The average percentage of the video 6 that has been viewed. 
metric 


vid6Played100 
The number of times video 6 is viewed to completion. 
metric 


vid6Played25 
The number of times video 6 is viewed to 25% completion. 
metric 


vid6Played50 
The number of times video 6 is viewed to 50% completion. 
metric 


vid6Played75 
The number of times video 6 is viewed to 75% completion. 
metric 


vid6Replay 
The number of users who replayed the video 6. 
metric 


vid6Start 
The number of users the video 6 began to play for. 
metric 


vid7Average 
The average percentage of the video 7 that has been viewed. 
metric 


vid7Played100 
The number of times video 7 is viewed to completion. 
metric 


vid7Played25 
The number of times video 7 is viewed to 25% completion. 
metric 


vid7Played50 
The number of times video 7 is viewed to 50% completion. 
metric 


vid7Played75 
The number of times video 7 is viewed to 75% completion. 
metric 


vid7Replay 
The number of users who replayed the video 7. 
metric 


vid7Start 
The number of users the video 7 began to play for. 
metric 


vid8Average 
The average percentage of the video 8 that has been viewed. 
metric 


vid8Played100 
The number of times video 8 is viewed to completion. 
metric 


vid8Played25 
The number of times video 8 is viewed to 25% completion. 
metric 


vid8Played50 
The number of times video 8 is viewed to 50% completion. 
metric 


vid8Played75 
The number of times video 8 is viewed to 75% completion. 
metric 


vid8Replay 
The number of users who replayed the video 8. 
metric 


vid8Start 
The number of users the video 8 began to play for. 
metric 


vid9Average 
The average percentage of the video 9 that has been viewed. 
metric 


vid9Played100 
The number of times video 9 is viewed to completion. 
metric 


vid9Played25 
The number of times video 9 is viewed to 25% completion. 
metric 


vid9Played50 
The number of times video 9 is viewed to 50% completion. 
metric 


vid9Played75 
The number of times video 9 is viewed to 75% completion. 
metric 


vid9Replay 
The number of users who replayed the video 9. 
metric 


vid9Start 
The number of users the video 9 began to play for. 
metric 


videoAveIntTime 
The average time the user has been interacting with the video ad 
metric 


videoCTR 
The number of clicks per impressions on video ad. 
metric 


videoClick 
The total number of times the video ad has been clicked on. 
metric 


videoImp 
The number of times the video ad has been served 
metric 


videoInt 
The number of users who interacted with the video ad 
metric 


videoIntRate 
The total number of interactions as a percentage of impressions requested for an video ad 
metric 


videoIntTime 
The total time value of all interactions with video ad 
metric 


viewability 
Dimension that aims to track only impressions that were actually seen by users. If an ad is loaded at the bottom of a webpage but a user doesn't scroll down far enough to see it that impression would be deemed nonviewable. 
dimension 


viewableImpressions 
Viewable Impressions measured as viewable when an advertisement is rendered to a browser and greater than or equal to 50% of the pixels in the advertisement were on an infocus browser tab on the viewable space of the browser page for at least one continuous second. 
metric 


viewableRate 
The percentage of ads served that were actually seen by a user. Calculated as (Viewable Impressions / (Viewable Impressions + NonViewable Impressions) 
metric 


zipCodeMatch 
zipCodeMatch 
dimension 
