MikMak: Most-used fields

The table below gives information about most-used fields that you can import from MikMak. 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
Avg Purchase Intent Value EUR	Avg Purchase Intent Value EUR	The average estimated monetary value of consumer actions indicating a strong intention to purchase, expressed in Euros. This metric is derived from MikMak’s purchase intent tracking.	metric
Brand	Brand	The brand associated with the products or commerce activities being tracked, used as a dimension for reporting.	dimension
City	City	The city from which consumer activity or purchase intent originated, used as a geographical dimension for reporting.	dimension
Country	Country	The country related to the data, such as a user’s location or a store’s country.	dimension
Offline Purchase Intent Clicks	Offline Purchase Intent Clicks	The total number of clicks or engagements indicating a strong intent to purchase through offline channels, as tracked by MikMak.	metric
Offline Purchase Intent Value EUR	Offline Purchase Intent Value EUR	The estimated monetary value of consumer actions indicating a strong intent to purchase through offline channels, expressed in Euros.	dimension
Online Purchase Intent Clicks	Online Purchase Intent Clicks	The total number of clicks or engagements indicating a strong intent to purchase through online channels, as tracked by MikMak.	metric
Online Purchase Intent Value EUR	Online Purchase Intent Value EUR	The estimated monetary value of consumer actions indicating a strong intent to purchase through online channels, expressed in Euros.	dimension
Product	Product	The specific product or SKU associated with the commerce activities, used as a dimension for detailed reporting.	metric
Product Info Provided	Product Info Provided	Indicates whether product-specific information, such as product name, is available for the collected data, crucial for detailed e-commerce analytics and reporting.	metric
Product Name	Product Name	The descriptive name of the product.	dimension
Purchase Intent Value EUR	Purchase Intent Value EUR	The total monetary value, in Euros, associated with all expressed purchase intents.	dimension
Store Group	Store Group	A classification or grouping of retail stores, used as a dimension for aggregated reporting across multiple locations.	dimension
Store name	Store name	The name of the individual retail store where a purchase intent or sale event occurred.	dimension
Total Purchase Intent Clicks	Total Purchase Intent Clicks	The aggregate number of clicks or engagements across all channels that indicate a strong consumer intent to purchase.	metric
commerceType	commerceType	The type of commerce interaction or channel, such as online retail, in-store, or other transaction methods.	dimension
date	date	The date when the reported data or event occurred.	dimension
endDate	endDate	The end date for the data collection period.	dimension
experience	experience	Categorizes various aspects of a consumer’s interaction journey with a brand’s e-commerce ecosystem, encompassing engagements with media, customized website content, and specific retailer touchpoints. This field is used to analyze and optimize different customer experiences.	dimension
offlinePurchaseIntentClicks	offlinePurchaseIntentClicks	The number of clicks indicating an intent to purchase a product through an offline channel.	metric
onlinePurchaseIntentClicks	onlinePurchaseIntentClicks	The number of clicks indicating an intent to purchase a product through an online channel.	metric
purchaseIntentClicks	purchaseIntentClicks	The total number of clicks indicating a user’s intent to purchase a product, combining both online and offline channels.	metric
purchaseIntentValue	purchaseIntentValue	The estimated monetary value associated with the purchase intent clicks.	metric
rawSalesAccountAmount	rawSalesAccountAmount	The raw sales amount attributed to a specific account, before any adjustments or aggregations.	metric
rawSalesAmount	rawSalesAmount	The raw total sales amount generated, before any adjustments or aggregations.	metric
skuSelected	skuSelected	The identifier for the specific Stock Keeping Unit (SKU) of a product that was selected by a user.	dimension
startDate	startDate	The start date for the data collection period.	dimension
transactions	transactions	The total number of completed purchase transactions.	metric
utmAdId	utmAdId	The unique identifier for a specific advertisement within a campaign, as tracked by UTM parameters.	dimension
utmAdvertiserId	utmAdvertiserId	The unique identifier for the advertiser associated with the UTM parameters.	dimension
utmCampaign	utmCampaign	The name of the marketing campaign being tracked by the UTM parameters.	dimension
utmClicktype	utmClicktype	The type of click that initiated the user’s journey, as recorded by UTM parameters.	dimension
utmContent	utmContent	The specific content that led to the click, often used for A/B testing or identifying ad content.	dimension
utmCreativeFormat	utmCreativeFormat	The format of the creative asset used in the marketing campaign, as tracked by UTM parameters.	dimension
utmCreativeid	utmCreativeid	The unique identifier for the specific creative asset used in the marketing campaign, as tracked by UTM parameters.	dimension
utmFormat	utmFormat	The format of the UTM (Urchin Tracking Module) used to track marketing campaign performance.	dimension
utmId	utmId	A unique ID for the UTM tracking instance or campaign.	dimension
utmMarketingTactic	utmMarketingTactic	The specific marketing tactic associated with the UTM, indicating the strategic approach of the campaign.	dimension
utmMedium	utmMedium	The marketing medium (e.g., cpc, banner, email) that brought the user to the site.	dimension
utmPlacement	utmPlacement	The specific placement where the advertisement or content was displayed, as tracked by UTM parameters.	dimension
utmPlacementId	utmPlacementId	The unique identifier for the placement where the advertisement or content was displayed, as tracked by UTM parameters.	dimension
utmSource	utmSource	The source of the traffic (e.g., google, newsletter) as defined by the UTM parameters.	dimension
utmSourcePlatform	utmSourcePlatform	The platform where the traffic originated from, as specified by the UTM parameters (e.g., Facebook, Google Ads).	dimension
utmTerm	utmTerm	This dimension tracks the specific keyword or phrase used in a search ad that led a user to a shoppable experience, helping to understand the performance of paid search campaigns.	dimension
utmVariant	utmVariant	The specific variant of an ad or content being tested, as tracked by UTM parameters.	dimension
zipCode	zipCode	The postal code associated with the consumer’s location or the store, used as a geographical dimension.	dimension