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 of the advertiser account.	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 type of creative used within the ad group, e.g., Sponsored Product, Display, or Video.	dimension
ad_group.enabled	ad_group.enabled	Indicates whether the ad group is currently enabled and active.	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, such as active, paused, or archived.	dimension
advertiser	advertiser	The name or identifier of the advertiser.	dimension
campaign.budget	campaign.budget	The allocated budget for the advertising campaign.	metric
campaign.budget_type	campaign.budget_type	The type of budget applied to the campaign, such as daily or lifetime budget.	dimension
campaign.enabled	campaign.enabled	Indicates whether the campaign is currently enabled and active.	dimension
campaign.ends_at	campaign.ends_at	The date and time when the 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, such as sales, brand awareness, or traffic.	dimension
campaign.optimized_bidding_goal	campaign.optimized_bidding_goal	The specific objective or goal that the campaign’s optimized bidding strategy is designed to achieve, such as maximizing ROAS or clicks.	dimension
campaign.pacing_method	campaign.pacing_method	The method by which the campaign budget is spent over time, influencing how evenly ads are delivered throughout the campaign duration.	dimension
campaign.pacing_type	campaign.pacing_type	The type of pacing strategy used for the campaign, determining how its budget is spent over time.	dimension
campaign.payment_type	campaign.payment_type	The payment model for the campaign, e.g., Cost Per Click (CPC) or Cost Per Impression (CPM).	dimension
campaign.starts_at	campaign.starts_at	The date and time when the campaign is scheduled to begin.	dimension
campaign.state	campaign.state	The current operational state of the campaign, such as active, paused, or archived.	dimension
campaign.status	campaign.status	The current operational status of the campaign, indicating whether it is active, paused, or completed.	dimension
event.attributed_sales_last_touch	event.attributed_sales_last_touch	The total sales amount attributed to an ad campaign where the last customer interaction with an ad received full credit for the conversion. Instacart Ads historically used last touch attribution for sales reporting.	metric
event.attributed_sales_linear	event.attributed_sales_linear	The total sales amount attributed to ad events using a linear attribution model, where credit is equally distributed across all touchpoints in the customer journey.	metric
event.attributed_units_last_touch	event.attributed_units_last_touch	The number of units sold attributed to an ad campaign using a last-touch attribution model, where the last ad interaction receives full credit for the conversion. This aligns with historical attribution reporting by Instacart Ads.	metric
event.attributed_units_linear	event.attributed_units_linear	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.	metric
event.clicks	event.clicks	The total number of clicks on the advertisement for a specific event.	metric
event.cpc	event.cpc	The average cost-per-click (CPC) for an ad event, calculated by dividing the total spend by the number of clicks.	metric
event.cpm	event.cpm	The cost per thousand impressions (CPM) for an ad event.	metric
event.ctr	event.ctr	The click-through rate (CTR) for an ad event, calculated as the number of clicks divided by the number of impressions.	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. Direct sales are typically those directly resulting from a user’s interaction with the ad.	metric
event.direct_roas_multi_touch_linear	event.direct_roas_multi_touch_linear	Return on Ad Spend (ROAS) for direct sales attributed using a multi-touch linear attribution model.	metric
event.direct_sales_last_touch	event.direct_sales_last_touch	Sales directly attributed to ad interactions using a last-touch attribution model.	metric
event.direct_sales_multi_touch_linear	event.direct_sales_multi_touch_linear	Sales directly attributed to ad interactions 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 incremental sales across a brand’s product portfolio, beyond the specific advertised product.	metric
event.halo_roas_multi_touch_linear	event.halo_roas_multi_touch_linear	Return on Ad Spend (ROAS) for halo sales attributed using a multi-touch linear attribution model.	metric
event.halo_sales_last_touch	event.halo_sales_last_touch	Halo sales attributed to ad interactions using a last-touch attribution model.	metric
event.halo_sales_multi_touch_linear	event.halo_sales_multi_touch_linear	Halo sales attributed to ad interactions using a multi-touch linear attribution model.	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	The dollar amount of 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. These New-to-Brand metrics are available through the API.	metric
event.ntb_attributed_sales_linear	event.ntb_attributed_sales_linear	Sales attributed to new-to-brand (NTB) customers using a linear attribution model, where credit is equally distributed across all ad interactions in the conversion path.	metric
event.ntb_direct_sales_last_touch	event.ntb_direct_sales_last_touch	Direct sales attributed to new-to-brand (NTB) customers using a last-touch attribution model.	metric
event.ntb_direct_sales_multi_touch_linear	event.ntb_direct_sales_multi_touch_linear	Direct sales attributed to new-to-brand (NTB) customers using a multi-touch linear attribution model.	metric
event.ntb_halo_sales_last_touch	event.ntb_halo_sales_last_touch	Halo sales attributed to new-to-brand (NTB) customers using a last-touch attribution model.	metric
event.ntb_halo_sales_multi_touch_linear	event.ntb_halo_sales_multi_touch_linear	Halo sales attributed to new-to-brand (NTB) customers using a multi-touch linear attribution model.	metric
event.ntb_roas_last_touch	event.ntb_roas_last_touch	Return on Ad Spend (ROAS) for sales attributed to new-to-brand (NTB) customers using a last-touch attribution model. This metric indicates the revenue generated from NTB sales directly attributed to the last ad interaction.	metric
event.ntb_roas_linear	event.ntb_roas_linear	Return on Ad Spend (ROAS) for sales attributed to new-to-brand (NTB) customers using a linear attribution model.	metric
event.percent_ntb_direct_sales_last_touch	event.percent_ntb_direct_sales_last_touch	The percentage of direct sales that are attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.	metric
event.percent_ntb_direct_sales_multi_touch_linear	event.percent_ntb_direct_sales_multi_touch_linear	The percentage of direct sales that are attributed to new-to-brand (NTB) customers, based on a multi-touch linear attribution model.	metric
event.percent_ntb_halo_sales_last_touch	event.percent_ntb_halo_sales_last_touch	The percentage of halo sales that are attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.	metric
event.percent_ntb_halo_sales_multi_touch_linear	event.percent_ntb_halo_sales_multi_touch_linear	The percentage of halo sales that are attributed to new-to-brand (NTB) customers, based on a multi-touch linear attribution model.	metric
event.percent_ntb_sales_last_touch	event.percent_ntb_sales_last_touch	The percentage of total sales that are attributed to new-to-brand (NTB) customers, based on a last-touch attribution model.	metric
event.percent_ntb_sales_linear	event.percent_ntb_sales_linear	The percentage of total sales that are attributed to new-to-brand (NTB) customers, based on a linear attribution model.	metric
event.roas_last_touch	event.roas_last_touch	Return on Ad Spend (ROAS) for all attributed sales using a last-touch attribution model.	metric
event.roas_linear	event.roas_linear	Return on Ad Spend (ROAS) for all attributed sales using a linear attribution model.	metric
event.spend	event.spend	The advertising spend for a specific event. Used as a column in reports.	metric
product.enabled	product.enabled	Indicates whether the product is currently enabled and eligible to be advertised.	dimension
product.id	product.id	A unique identifier for a product. This ID is used in various event tracking contexts for sponsored products, display items, and brand pages.	dimension
product.image_url	product.image_url	The URL of the image associated with the product.	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 the product, indicating its availability or advertising eligibility.	dimension