Instacart Ads: Most-used fields

The table below gives information about most-used fields that you can import from Instacart Ads. 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
Advertiser	Advertiser	The name or identifier of the advertiser running the campaign. Instacart Ads provides solutions for advertisers.	dimension
ad_group	ad_group	An object representing the ad group, which organizes ads with common targeting and bidding settings.	dimension
ad_group.bid	ad_group.bid	The bid amount set for the ad group.	metric
ad_group.creative_type	ad_group.creative_type	The classification of the ad creative within an ad group, such as an image, video, or product listing. The API supports various display advertising concepts and formats.	dimension
ad_group.enabled	ad_group.enabled	Indicates whether the ad group is currently enabled or disabled.	dimension
ad_group.id	ad_group.id	The unique identifier of the ad group. Used for filtering reports.	dimension
ad_group.name	ad_group.name	The name of the ad group.	dimension
ad_group.state	ad_group.state	The current operational state of the ad group.	dimension
ad_group_name	ad_group_name	The name of the ad group.	dimension
ad_group_uuid	ad_group_uuid	A unique identifier for the ad group.	dimension
advertiser	advertiser	The name or identifier of the advertiser running the campaign. Instacart Ads provides solutions for advertisers.	dimension
attributed_quantities	attributed_quantities	The number of units sold that are attributed to ad campaigns.	metric
attributed_quantities_last_touch	attributed_quantities_last_touch	The number of units sold attributed to ad campaigns using a last-touch attribution model.	metric
attributed_sales	attributed_sales	The total sales revenue attributed to ad campaigns.	metric
attributed_sales_last_touch	attributed_sales_last_touch	Total sales revenue attributed to ad campaigns using a last-touch attribution model.	metric
average_cpc	average_cpc	The average cost-per-click for ad campaigns.	metric
avg_cpm	avg_cpm	The average cost per mille (thousand impressions) for ad campaigns.	metric
bid_type	bid_type	The type of bidding strategy used for an ad campaign, such as automatic or manual bidding. This is a common setting within advertising campaign management.	dimension
budget	budget	The allocated budget for the ad campaign or ad group.	metric
budget_type	budget_type	The method or classification of how a campaign budget is set, for example, daily or lifetime. This field is associated with campaign management.	dimension
campaign	campaign	An object representing the campaign, which groups ad groups and defines overall advertising goals.	dimension
campaign.budget	campaign.budget	The allocated budget for the advertising campaign.	metric
campaign.enabled	campaign.enabled	Indicates whether the advertising campaign is currently enabled or disabled.	dimension
campaign.ends_at	campaign.ends_at	The timestamp when the advertising campaign is scheduled to end.	dimension
campaign.id	campaign.id	The unique identifier of the campaign. Used as a column in reports.	dimension
campaign.name	campaign.name	The name of the campaign.	dimension
campaign.objective	campaign.objective	The primary goal or objective of the advertising campaign.	dimension
campaign.pacing_type	campaign.pacing_type	The method by which the campaign budget is spent over time.	dimension
campaign.payment_type	campaign.payment_type	The billing model for the campaign.	dimension
campaign.starts_at	campaign.starts_at	The timestamp when the advertising campaign is scheduled to start.	dimension
campaign.state	campaign.state	The current operational state of the advertising campaign.	dimension
campaign.status	campaign.status	The current operational status of the advertising campaign (e.g., active, paused, ended).	dimension
campaign_name	campaign_name	The name of the advertising campaign.	dimension
campaign_uuid	campaign_uuid	A unique identifier for the advertising campaign.	dimension
clicks	clicks	The total number of clicks on the ad campaign.	metric
ctr	ctr	The click-through rate, which is the percentage of ad impressions that resulted in a click.	metric
current_cpc_bid	current_cpc_bid	The current Cost-Per-Click (CPC) bid amount set for an ad, which influences how much an advertiser pays for each click their ad receives. This is a core metric within performance analytics and campaign management.	metric
date	date	The date for which the data is reported.	dimension
default_bid	default_bid	The standard or initial bid amount automatically applied if a specific bid is not provided, used in campaign settings.	metric
direct_sales	direct_sales	Sales directly attributed to the ad campaign.	metric
direct_units	direct_units	The number of units sold directly attributed to the ad campaign.	metric
end	end	The end date of an advertising campaign or reporting period, used for defining the duration of data collection. The API utilizes a date_range for reporting.	dimension
ends_at	ends_at	The timestamp when an ad campaign or ad group is scheduled to end.	dimension
event.attributed_sales_last_touch	event.attributed_sales_last_touch	Total sales revenue attributed to ad events using a last-touch attribution model.	metric
event.attributed_sales_linear	event.attributed_sales_linear	Total sales revenue attributed to ad events using a linear attribution model.	metric
event.attributed_units_last_touch	event.attributed_units_last_touch	Total units sold attributed to ad events using a last-touch attribution model.	metric
event.attributed_units_linear	event.attributed_units_linear	Total units sold attributed to ad events using a linear attribution model.	metric
event.clicks	event.clicks	The total number of clicks on the advertisement for a specific event.	metric
event.cpm	event.cpm	Cost per mille (thousand impressions) for ad events.	metric
event.ctr	event.ctr	Click-through rate for ad events, which is the percentage of ad impressions that resulted in a click.	metric
event.date	event.date	The date when the ad event occurred.	dimension
event.direct_roas_last_touch	event.direct_roas_last_touch	Return on Ad Spend (ROAS) for direct sales attributed using a last-touch attribution model.	metric
event.direct_roas_multi_touch_linear	event.direct_roas_multi_touch_linear	Return on Ad Spend (ROAS) for direct sales attributed to ad events using a multi-touch linear attribution model.	metric
event.direct_sales_last_touch	event.direct_sales_last_touch	Direct sales attributed to ad events using a last-touch attribution model.	metric
event.direct_sales_multi_touch_linear	event.direct_sales_multi_touch_linear	Direct sales attributed to ad events using a multi-touch linear attribution model.	metric
event.halo_roas_last_touch	event.halo_roas_last_touch	Return on Ad Spend (ROAS) for halo sales attributed using a last-touch attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.halo_roas_multi_touch_linear	event.halo_roas_multi_touch_linear	Return on Ad Spend (ROAS) for halo sales attributed to ad events using a multi-touch linear attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.halo_sales_last_touch	event.halo_sales_last_touch	Halo sales attributed to ad events using a last-touch attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.halo_sales_multi_touch_linear	event.halo_sales_multi_touch_linear	Halo sales attributed to ad events using a multi-touch linear attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.impressions	event.impressions	The total number of impressions for the advertisement for a specific event.	metric
event.ntb_attributed_sales_last_touch	event.ntb_attributed_sales_last_touch	New-to-brand attributed sales revenue attributed using a last-touch attribution model.	metric
event.ntb_attributed_sales_linear	event.ntb_attributed_sales_linear	New-to-brand attributed sales revenue attributed using a linear attribution model.	metric
event.ntb_direct_sales_last_touch	event.ntb_direct_sales_last_touch	New-to-brand direct sales attributed using a last-touch attribution model.	metric
event.ntb_direct_sales_multi_touch_linear	event.ntb_direct_sales_multi_touch_linear	New-to-brand direct sales attributed using a multi-touch linear attribution model.	metric
event.ntb_halo_sales_last_touch	event.ntb_halo_sales_last_touch	New-to-brand halo sales attributed using a last-touch attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.ntb_halo_sales_multi_touch_linear	event.ntb_halo_sales_multi_touch_linear	New-to-brand halo sales attributed using a multi-touch linear attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.ntb_roas_linear	event.ntb_roas_linear	Return on Ad Spend (ROAS) for new-to-brand sales, calculated using a linear attribution model.	metric
event.percent_ntb_attributed_sales_last_touch	event.percent_ntb_attributed_sales_last_touch	Percentage of attributed sales that are new-to-brand, based on a last-touch attribution model.	metric
event.percent_ntb_direct_sales_last_touch	event.percent_ntb_direct_sales_last_touch	Percentage of new-to-brand direct sales attributed using a last-touch attribution model.	metric
event.percent_ntb_direct_sales_multi_touch_linear	event.percent_ntb_direct_sales_multi_touch_linear	Percentage of new-to-brand direct sales attributed using a multi-touch linear attribution model.	metric
event.percent_ntb_halo_sales_last_touch	event.percent_ntb_halo_sales_last_touch	Percentage of new-to-brand halo sales attributed using a last-touch attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.percent_ntb_halo_sales_multi_touch_linear	event.percent_ntb_halo_sales_multi_touch_linear	Percentage of new-to-brand halo sales attributed using a multi-touch linear attribution model. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
event.percent_ntb_sales_last_touch	event.percent_ntb_sales_last_touch	Percentage of new-to-brand sales attributed using a last-touch attribution model.	metric
event.percent_ntb_sales_linear	event.percent_ntb_sales_linear	Percentage of new-to-brand sales attributed using a linear attribution model.	metric
event.roas_last_touch	event.roas_last_touch	Return on Ad Spend (ROAS) attributed using a last-touch attribution model.	metric
event.roas_linear	event.roas_linear	Return on Ad Spend (ROAS) attributed to ad events using a linear attribution model.	metric
event.spend	event.spend	The advertising spend for a specific event. Used as a column in reports.	metric
event.viewability_rate	event.viewability_rate	The rate at which ad impressions are considered viewable, indicating that the ad was displayed in a user’s viewport for a sufficient duration. The API tracks frontend viewport impressions.	metric
format	format	The specific advertising format, such as Sponsored Product, Display Ad, or Brand Page. The API supports various ad formats for display.	dimension
halo_roas	halo_roas	Return on Ad Spend (ROAS) specifically for halo sales, which are incremental sales from other products of the brand due to advertising a specific product.	metric
halo_sales	halo_sales	Incremental sales generated from other products of the brand due to advertising a specific product.	metric
id	id	A unique identifier for an entity, such as a campaign, ad group, or product.	dimension
impressions	impressions	The total number of times an ad was displayed.	metric
keyword	keyword	An object representing the keyword used for targeting.	dimension
keyword.name	keyword.name	The name of the keyword used for targeting.	dimension
keyword_uuid	keyword_uuid	A unique identifier for the keyword associated with an ad.	dimension
name	name	The name of an entity, such as a product or ad creative.	dimension
ntb_attributed_sales	ntb_attributed_sales	Total sales revenue from new-to-brand customers attributed to ad campaigns.	metric
ntb_attributed_sales_last_touch	ntb_attributed_sales_last_touch	New-to-brand attributed sales revenue attributed using a last-touch attribution model.	metric
ntb_direct_sales	ntb_direct_sales	Direct sales revenue from new-to-brand customers attributed to ad campaigns.	metric
ntb_halo_sales	ntb_halo_sales	Halo sales revenue from new-to-brand customers attributed to ad campaigns. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
ntb_roas	ntb_roas	Return on Ad Spend (ROAS) specifically for new-to-brand sales.	metric
ntb_roas_last_touch	ntb_roas_last_touch	Return on Ad Spend (ROAS) for new-to-brand sales, calculated using a last-touch attribution model.	metric
ntb_spend	ntb_spend	The total amount spent on advertising campaigns that generated new-to-brand sales or customers. This metric is part of the overall performance and revenue analytics.	metric
objective	objective	The primary goal or objective of the advertising campaign (e.g., sales, awareness).	dimension
pacing_type	pacing_type	The strategy for distributing an ad campaign’s budget over its duration, e.g., standard or accelerated pacing. This field relates to campaign management.	dimension
payment_type	payment_type	The method or model by which an advertiser is charged for their ads, such as Cost-Per-Click (CPC) or Cost-Per-Impression (CPM). This is relevant to ad monetization and revenue.	dimension
percent_ntb_attributed_sales	percent_ntb_attributed_sales	The percentage of total attributed sales that came from new-to-brand customers.	metric
percent_ntb_attributed_sales_last_touch	percent_ntb_attributed_sales_last_touch	The percentage of total attributed sales that came from new-to-brand customers, based on a last-touch attribution model.	metric
percent_ntb_direct_sales	percent_ntb_direct_sales	The percentage of direct sales that came from new-to-brand customers.	metric
percent_ntb_halo_sales	percent_ntb_halo_sales	The percentage of halo sales that came from new-to-brand customers. Halo sales refer to the incremental sales generated from other products of the brand due to advertising a specific product.	metric
product.enabled	product.enabled	Indicates whether a specific product is currently enabled or active for advertising. This is relevant for sponsored product placements.	dimension
product.id	product.id	A unique identifier for the product being advertised.	dimension
product.image_url	product.image_url	The URL of the image associated with a product, used for displaying product ads. Sponsored products and display ads often feature product images.	dimension
product.name	product.name	The name of the product being advertised.	dimension
product.product_id	product.product_id	A unique identifier for the product.	dimension
product.size	product.size		dimension
product.status	product.status	The current status of a product, such as active, paused, or archived, which impacts its eligibility for advertising. This is relevant for sponsored product placements.	dimension
roas	roas	Return on Ad Spend, calculated as (attributed sales / spend).	metric
roas_last_touch	roas_last_touch	Return on Ad Spend (ROAS) attributed using a last-touch attribution model.	metric
spend	spend	The total amount spent on ad campaigns.	metric
start	start	The start date of an advertising campaign or reporting period, used for defining the beginning of data collection. The API utilizes a date_range for reporting.	dimension
starts_at	starts_at	The timestamp when an ad campaign or ad group is scheduled to start.	dimension
status	status	The current operational status of an entity (e.g., report, campaign).	dimension
suggested_bid	suggested_bid	A recommended bid amount provided by the platform to help optimize campaign performance, often based on competitive data. This is a common feature in ad platforms for campaign optimization.	dimension
target_daily_budget	target_daily_budget	The specific daily budget amount set for an advertising campaign, indicating the maximum spend per day. This is a key parameter in campaign management.	metric