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.
account.name Dimension
The name of the advertiser's account. This data is retrieved from the /account endpoint.
ad_group.bid Metric
The bid amount set for the ad group. This represents the general bid amount for ad placements within the ad group.
ad_group.creative_type Dimension
Describes the specific format or type of ad creative within an ad group, such as sponsored products, display ads, or video ads.
ad_group.enabled Dimension
Indicates whether the ad group is currently enabled and active, allowing ads within it to run.
ad_group.id Dimension
The unique identifier for the ad group.
ad_group.name Dimension
The name assigned to the ad group.
ad_group.state Dimension
The current operational status or state of the ad group.
ad_group.status Dimension
The current operational status of the ad group, indicating whether it is active, paused, or archived. This data is part of the ad group metadata retrieved from the /ad_groups endpoint.
ad_group.targeting_type Dimension
The method used to target the audience for an ad group, such as keyword or behavioral targeting. This data is retrieved from the /ad_groups endpoint.
ad_group_uuid Dimension
A unique identifier for an ad group within the Instacart Ads platform. Ad group metadata is fetched from the /ad_groups endpoint.
attributed_quantities_last_touch Metric
The number of units sold that are attributed to ad interactions (views or clicks) where the ad was the last touchpoint before conversion. This metric is based on an attribution model.
attributed_sales_last_touch Metric
The sales revenue in USD or CAD attributed to ad interactions (views or clicks) where the ad was the last touchpoint before conversion. This metric is based on an attribution model.
campaign.budget Metric
This field represents the total budget allocated for the advertising campaign. When the campaign's spend reaches this amount, the campaign becomes inactive.
campaign.enabled Dimension
Indicates whether the campaign is currently enabled and active, allowing its ad groups and ads to run.
campaign.ends_at Dimension
The date and time when the campaign is scheduled to end.
campaign.id Dimension
The unique identifier of the campaign. Used as a column in reports.
campaign.name Dimension
The name of the campaign.
campaign.objective Dimension
The primary goal or desired outcome of an advertising campaign, such as increasing reach, engagement, sales, or customer acquisition.
campaign.pacing_type Dimension
The strategy for distributing a campaign's budget over its duration.
campaign.payment_type Dimension
Specifies the billing model used for the campaign, such as Cost Per Click (CPC) or Cost Per Impression (CPM).
campaign.starts_at Dimension
The date and time when the campaign is scheduled to begin.
campaign.state Dimension
The current operational status of the advertising campaign, such as active, paused, scheduled, out of budget, or ended.
campaign.status Dimension
The current operational status of the campaign, indicating whether it is active, paused, or archived. This data is part of the campaign metadata retrieved from the /campaigns endpoint.
campaign_uuid Dimension
A unique identifier for an advertising campaign within the Instacart Ads platform. Campaign metadata is fetched from the /campaigns endpoint.
clicks Metric
The total number of times users clicked on an ad. This metric is accredited by the Media Rating Council (MRC).
current_cpc_bid Metric
The current Cost Per Click (CPC) bid amount set for a specific ad, keyword, or ad group within an advertising campaign. This is the maximum amount an advertiser is willing to pay for each click on their ad.
date Dimension
The specific date for which the advertising performance data is reported.
event.2_second_views Metric
The number of times a video ad player was visible for a continuous duration of 2 seconds.
event.attributed_sales_last_touch Metric
Total sales attributed to an ad campaign where the ad was identified as the final interaction (last touch) before a conversion occurred. [3]
event.attributed_sales_linear Metric
Total sales attributed to an ad campaign using a linear attribution model, where credit for a conversion is evenly distributed across all ad touchpoints in the customer journey. [3]
event.attributed_units_last_touch Metric
The total number of units sold attributed to an ad campaign where the last customer interaction with an ad received full credit for the conversion.
event.attributed_units_linear Metric
The number of units sold attributed to an ad campaign using a linear attribution model. Instacart Ads API reporting primarily uses linear attribution for sales reporting.
event.clicks Metric
The total number of clicks on the advertisement for a specific event.
event.cpm Metric
The cost per thousand impressions (CPM) for the advertisement.
event.ctr Metric
The click-through rate (CTR) for the advertisement, calculated as clicks divided by impressions.
event.date Dimension
The date when the ad event occurred.
event.direct_roas_last_touch Metric
The return on ad spend (ROAS) from direct sales attributed to an ad campaign using a last-touch attribution model.
event.direct_roas_multi_touch_linear Metric
The return on ad spend (ROAS) from direct sales attributed to an ad campaign using a multi-touch linear attribution model.
event.direct_sales_last_touch Metric
The total sales amount directly attributed to an ad campaign where the last customer interaction with an ad received full credit for the conversion.
event.direct_sales_multi_touch_linear Metric
The total sales amount directly attributed to an ad campaign using a linear attribution model.
event.halo_roas_last_touch Metric
The return on ad spend (ROAS) from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign using a last-touch attribution model.
event.halo_roas_multi_touch_linear Metric
The return on ad spend (ROAS) from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign using a multi-touch linear attribution model.
event.halo_sales_last_touch Metric
The total sales amount from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign using a last-touch attribution model.
event.halo_sales_multi_touch_linear Metric
The total sales amount from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign using a multi-touch linear attribution model.
event.impressions Metric
The total number of impressions for the advertisement for a specific event.
event.ntb_attributed_sales_last_touch Metric
The total sales amount attributed to an ad campaign from new-to-brand (NTB) customers within the last 26 weeks, where the last ad interaction receives full credit for the conversion.
event.ntb_attributed_sales_linear Metric
The total sales amount attributed to an ad campaign from new-to-brand (NTB) customers, where credit is equally distributed across all ad touchpoints in the customer journey.
event.ntb_direct_sales_last_touch Metric
The dollar amount of direct sales attributed to an ad campaign from consumers who have not purchased any products from the overall brand in the last 26 weeks, using a last-touch attribution model.
event.ntb_direct_sales_multi_touch_linear Metric
The dollar amount of direct sales attributed to an ad campaign from consumers who have not purchased any products from the overall brand in the last 26 weeks, using a linear attribution model.
event.ntb_halo_sales_last_touch Metric
The total sales amount from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign from new-to-brand consumers, using a last-touch attribution model.
event.ntb_halo_sales_multi_touch_linear Metric
The total sales amount from 'halo' sales (sales beyond the directly advertised product but within the same brand) attributed to an ad campaign from new-to-brand consumers, using a multi-touch linear attribution model.
event.percent_ntb_attributed_sales_last_touch Metric
The percentage of total sales attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.
event.percent_ntb_direct_sales_last_touch Metric
The percentage of total direct sales that are attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.
event.percent_ntb_direct_sales_multi_touch_linear Metric
The percentage of total direct sales that are attributed to new-to-brand (NTB) customers, based on a linear attribution model.
event.percent_ntb_halo_sales_last_touch Metric
The percentage of total 'halo' sales (sales beyond the directly advertised product but within the same brand) that are attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.
event.percent_ntb_halo_sales_multi_touch_linear Metric
The percentage of total 'halo' sales (sales beyond the directly advertised product but within the same brand) that are attributed to new-to-brand (NTB) customers, based on a multi-touch linear attribution model.
event.roas_last_touch Metric
The Return on Ad Spend (ROAS) attributed using the last-touch attribution model. This metric measures the revenue generated for every dollar spent on advertising, with credit given to the last ad interaction before a conversion.
event.roas_linear Metric
The Return on Ad Spend (ROAS) attributed using the linear attribution model. This metric measures the revenue generated for every dollar spent on advertising, with credit equally distributed across all ad interactions leading to a conversion.
event.spend Metric
The advertising spend for a specific event. Used as a column in reports.
event.viewability_rate Metric
The percentage of ad impressions that are considered viewable, meaning at least 50% of the ad was visible on screen for at least 1 second.
impressions Metric
The number of times an ad was displayed and deemed viewable to customers, meaning at least 50% of the ad was visible for at least 1 second. This metric is accredited by the Media Rating Council (MRC).
keyword Dimension
A specific word or phrase used for targeting ads within an ad group, for which performance metrics are reported.
keyword.name Dimension
The name or text of the keyword used for targeting in an advertising campaign.
keyword_uuid Dimension
A unique identifier for a keyword used in ad targeting within the Instacart Ads platform.
ntb_attributed_sales_last_touch Metric
Sales revenue generated from consumers who had not purchased from the advertised brand within the last 26 weeks, attributed to ad interactions where the ad was the last touchpoint.
product.enabled Dimension
Indicates whether a product is currently available or enabled for advertising on the Instacart platform, affecting if ads for the product can be served.
product.id Dimension
A unique identifier for the specific product being advertised. [1, 2]
product.image_url Dimension
The URL of the image associated with the product.
product.name Dimension
The name or title of the product. [1]
product.product_id Dimension
A unique identifier for a product in the advertiser's catalog.
product.size Dimension
This field represents the size of a product, which can include various dimensions (e.g., height, length, width), volume, or weight, as it is displayed on the storefront. It is a composite attribute reflecting how product size appears to customers.
product.status Dimension
Indicates the current status of the product, such as whether it is enabled and eligible for advertising.
spend Metric
The total amount of budget spent on advertising activities within a given period.