Iterable: Most-used fields

The table below gives information about most-used fields that you can import from Iterable. 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
Average Order Value	Average Order Value	The average amount spent by customers per transaction, calculated as total revenue divided by the total number of purchases. This metric helps evaluate the performance of campaigns across various channels.	metric
Purchases / M	Purchases / M	The rate of purchases per thousand messages for the campaign, calculated across all message mediums.	metric
Purchases / M (Email)	Purchases / M (Email)	The rate of purchases per thousand email messages for the campaign.	metric
Purchases / M (Push)	Purchases / M (Push)	The rate of purchases per thousand push notifications for the campaign.	metric
Revenue	Revenue	The total revenue generated by the campaign.	metric
Revenue / M	Revenue / M	The rate of revenue generated per thousand messages for the campaign, calculated across all message mediums.	metric
Revenue / M (Email)	Revenue / M (Email)	The rate of revenue generated per thousand email messages for the campaign.	metric
Revenue / M (Push)	Revenue / M (Push)	The rate of revenue generated per thousand push notifications for the campaign.	metric
Sum of Custom Conversions	Sum of Custom Conversions	The total count of all custom conversion events associated with a campaign. Multiple events for the same user are counted as multiple conversions. Purchase events are not counted.	metric
Total App Uninstalls	Total App Uninstalls	The total number of app uninstalls attributed to the campaign. This metric applies to in-app and push campaigns.	metric
Total Custom Conversions	Total Custom Conversions	The total count of all custom conversion events associated with a campaign. Multiple events for the same user are counted as multiple conversions. Purchase events are not counted.	metric
Total Email Holdout	Total Email Holdout	The total number of email messages that were not sent to users because they were part of an experiment’s holdout group.	metric
Total Email Opens	Total Email Opens	The total number of times emails from the campaign were opened. Multiple opens by the same user are counted multiple times.	metric
Total Email Opens (filtered)	Total Email Opens (filtered)	The total number of times emails from the campaign were opened, after applying certain filters. The specific filtering criteria would be defined by Iterable.	metric
Total Email Send Skips	Total Email Send Skips	The total number of email messages that Iterable was unable to send to an intended recipient due to various reasons, such as a deactivated campaign, empty content, or frequency capping.	metric
Total Email Sends	Total Email Sends	The total number of emails sent for the campaign, including multiple sends to the same user.	metric
Total Emails Bounced	Total Emails Bounced	The total number of times emails from the campaign resulted in a bounce. Multiple bounces from the same user are counted multiple times.	metric
Total Emails Clicked	Total Emails Clicked	The total number of times links within emails from the campaign were clicked. Multiple clicks by the same user are counted multiple times.	metric
Total Emails Delivered	Total Emails Delivered	The total number of email messages from the campaign that were successfully delivered to recipients.	metric
Total Hosted Unsubscribe Clicks	Total Hosted Unsubscribe Clicks	The total number of times users clicked on a hosted unsubscribe link. This metric indicates a click event on the unsubscribe link and does not necessarily mean the user has successfully unsubscribed or submitted a form.	metric
Total In-App Sent	Total In-App Sent	The total number of in-app messages sent for the campaign, including multiple sends to the same user.	dimension
Total In-app Clicks	Total In-app Clicks	The total number of times users clicked on elements within in-app messages from the campaign. Multiple clicks by the same user are counted multiple times.	dimension
Total In-app Closes	Total In-app Closes	The total number of times users closed in-app messages from the campaign. Multiple closes by the same user are counted multiple times.	dimension
Total In-app Deletes	Total In-app Deletes	The total number of times users deleted in-app messages from the campaign. Multiple deletes by the same user are counted multiple times.	dimension
Total In-app Deliveries	Total In-app Deliveries	The total number of in-app messages from the campaign that were successfully delivered to user devices.	metric
Total In-app Holdout	Total In-app Holdout	The total number of in-app messages that were not sent to users because they were part of an experiment’s holdout group.	dimension
Total In-app Opens	Total In-app Opens	The total number of times in-app messages from the campaign were opened. Multiple opens by the same user are counted multiple times.	dimension
Total In-app Send Skips	Total In-app Send Skips	The total number of times an in-app message was not sent to an intended recipient for various reasons. Iterable automatically captures these ‘In-App Send Skip’ events.	dimension
Total In-app Sent	Total In-app Sent	The total number of in-app messages that Iterable attempted to send to users. This metric represents the count of ‘In App Send’ events.	dimension
Total In-apps Delivered	Total In-apps Delivered	The total number of in-app messages from the campaign that were successfully delivered to user devices.	dimension
Total Inbox Impressions	Total Inbox Impressions	The total number of times an in-app message from the campaign was displayed to a user in their inbox. This applies to in-app campaigns.	dimension
Total Purchases	Total Purchases	The total number of purchase events attributed to the campaign. Multiple purchases by the same user are counted multiple times.	metric
Total Push Send Skips	Total Push Send Skips	The total number of push notifications that Iterable was unable to send to an intended recipient, for reasons documented in Send Skip Events.	metric
Total Pushes Bounced	Total Pushes Bounced	The total number of times push notifications from the campaign resulted in a bounce. Multiple bounces from the same user are counted multiple times.	metric
Total Pushes Delivered	Total Pushes Delivered	The total number of push notifications from the campaign that were successfully delivered to user devices.	metric
Total Pushes Opened	Total Pushes Opened	The total number of times push notifications from the campaign were opened (clicked). Multiple opens by the same user are counted multiple times.	metric
Total Pushes Sent	Total Pushes Sent	The total number of push notifications sent for the campaign.	metric
Total Unsubscribes	Total Unsubscribes	The total number of times users unsubscribed from communications due to the campaign. Multiple unsubscribes from the same user are counted multiple times.	metric
Unique Custom Conversions	Unique Custom Conversions	The number of unique users for whom the campaign recorded at least one custom conversion event. Purchase events are not counted.	metric
Unique Email Clicks	Unique Email Clicks	The number of unique email addresses that clicked on links within emails from the campaign. Each unique user is counted once, regardless of how many times they clicked.	metric
Unique Email Opens	Unique Email Opens	The number of unique email addresses that opened emails from the campaign. Each unique user is counted once, regardless of how many times they opened.	metric
Unique Email Opens (filtered)	Unique Email Opens (filtered)	The number of unique email addresses that opened emails from the campaign, after applying certain filters. The specific filtering criteria would be defined by Iterable.	metric
Unique Email Sends	Unique Email Sends	The number of unique email addresses to which an email was sent for the campaign.	metric
Unique Emails Bounced	Unique Emails Bounced	The number of unique email addresses for which an email from the campaign resulted in a bounce.	metric
Unique Emails Delivered	Unique Emails Delivered	The number of unique email addresses to which an email from the campaign was successfully delivered.	metric
Unique Emails Opens	Unique Emails Opens	The number of unique email addresses that opened emails from the campaign. Each unique user is counted once, regardless of how many times they opened.	metric
Unique Hosted Unsubscribe Clicks	Unique Hosted Unsubscribe Clicks	The number of unique users who clicked on a hosted unsubscribe link. ‘Unique metrics’ are calculated by email or user ID, counting each user only once, regardless of multiple clicks.	metric
Unique In-app Clicks	Unique In-app Clicks	The number of unique users who clicked on elements within in-app messages from the campaign. Each unique user is counted once.	dimension
Unique In-app Opens	Unique In-app Opens	The number of unique users who opened in-app messages from the campaign. Each unique user is counted once.	dimension
Unique In-app Sends	Unique In-app Sends	The number of unique users to whom an in-app message was sent for the campaign.	dimension
Unique In-apps Delivered	Unique In-apps Delivered	The number of unique users who received an in-app message from the campaign.	dimension
Unique Purchases	Unique Purchases	The number of unique users (by email or userId) who made a purchase attributed to the campaign. Each unique user is counted once, even if they made multiple purchases.	metric
Unique Pushes Bounced	Unique Pushes Bounced	The number of unique user devices for which a push notification from the campaign resulted in a bounce.	metric
Unique Pushes Delivered	Unique Pushes Delivered	The number of unique user devices to which a push notification from the campaign was successfully delivered.	metric
Unique Pushes Opened	Unique Pushes Opened	The number of unique user devices that opened (clicked) a push notification from the campaign. Each unique user is counted once.	metric
Unique Pushes Sent	Unique Pushes Sent	The number of unique user devices to which a push notification was sent for the campaign.	metric
Unique Unsubscribes	Unique Unsubscribes	The number of unique users who unsubscribed from communications due to the campaign. Each unique user is counted once.	metric
campaign_createdAt	campaign_createdAt	The timestamp when the campaign was created.	dimension
campaign_createdByUserId	campaign_createdByUserId	The user ID of the Iterable user who created the campaign.	dimension
campaign_endAt	campaign_endAt	The scheduled end timestamp for the campaign.	dimension
campaign_endedAt	campaign_endedAt	The actual timestamp when the campaign finished or was terminated.	dimension
campaign_id	campaign_id	A unique identifier for the campaign.	dimension
campaign_labels	campaign_labels	A list of labels associated with a campaign. Labels help organize and filter campaigns within Iterable.	dimension
campaign_listIds	campaign_listIds	A list of user list IDs targeted by the campaign.	dimension
campaign_messageMedium	campaign_messageMedium	The communication channel used for the campaign, such as Email, Push, SMS, or In-App.	dimension
campaign_name	campaign_name	The name of the campaign.	dimension
campaign_recurringCampaignId	campaign_recurringCampaignId	The ID of the parent recurring campaign if this campaign is a child campaign generated by a recurring schedule.	dimension
campaign_sendSize	campaign_sendSize	The total number of sends for a specific campaign. This metric is available as part of the campaign metadata.	metric
campaign_startAt	campaign_startAt	The scheduled start timestamp for the campaign.	dimension
campaign_state	campaignState	The current state of the campaign (e.g., Draft, Ready, Scheduled, Running, Finished).	dimension
campaign_suppressionListIds	campaign_suppressionListIds	A list of user list IDs to be suppressed from the campaign’s target audience.	dimension
campaign_templateId	campaign_templateId	The ID of the template used to create the campaign.	metric
campaign_type	campaign_type	The type of campaign, such as blast or triggered.	dimension
campaign_updatedAt	campaign_updatedAt	The timestamp when the campaign was last updated.	dimension
campaign_updatedByUserId	campaign_updatedByUserId	The user ID of the Iterable user who last updated the campaign.	dimension
campaign_workflowId	campaign_workflowId	The identifier for the workflow (now referred to as a Journey) associated with a campaign. This ID links a campaign to its automation workflow.	metric
date	date	The date for which the campaign metrics are reported.	dimension