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	Categorization of the commerce interaction, such as ‘online’ or ‘offline’, indicating the type of sales channel.	dimension
date	date	The specific date for which the report data is provided.	dimension
endDate	endDate	The end date for the data collection period.	dimension
experience	experience	The type or identifier of the user experience provided, such as a specific landing page or interactive feature.	dimension
offlinePurchaseIntentClicks	offlinePurchaseIntentClicks	The number of clicks indicating a user’s intent to purchase through offline channels.	metric
onlinePurchaseIntentClicks	onlinePurchaseIntentClicks	The number of clicks indicating a user’s intent to purchase through online channels.	metric
purchaseIntentClicks	purchaseIntentClicks	The total number of clicks that signify a user’s intent to make a purchase.	metric
purchaseIntentValue	purchaseIntentValue	The total monetary value associated with all expressed purchase intents.	metric
rawSalesAccountAmount	rawSalesAccountAmount	The raw monetary amount of sales directly attributed to MikMak-tracked activities.	metric
rawSalesAmount	rawSalesAmount	The raw, unadjusted total monetary value of sales.	metric
skuSelected	skuSelected	The Stock Keeping Unit (SKU) identifier for the specific product that was selected.	metric
startDate	startDate	The start date for the data collection period.	dimension
transactions	transactions	The total number of completed purchase transactions.	metric
utmAdId	utmAdId	Identifier for a specific advertisement within a campaign.	dimension
utmAdvertiserId	utmAdvertiserId	Identifier for the advertiser associated with the marketing activity.	dimension
utmCampaign	utmCampaign	The name of the marketing campaign.	dimension
utmClicktype	utmClicktype	The type of click that led to the user interaction, such as a headline or site link.	dimension
utmContent	utmContent	Used to differentiate similar content or links within the same ad.	dimension
utmCreativeFormat	utmCreativeFormat	The format of the creative asset used in the advertisement (e.g., image, video, text).	dimension
utmCreativeid	utmCreativeid	Identifier for the specific creative asset used in the marketing campaign.	dimension
utmFormat	utmFormat		dimension
utmId	utmId	Unique identifier for tracking marketing campaign performance, often used to attribute traffic sources and campaign effectiveness.	dimension
utmMarketingTactic	utmMarketingTactic		dimension
utmMedium	utmMedium	The marketing medium, such as CPC, banner, or email newsletter.	dimension
utmPlacement	utmPlacement	The location or context where the advertisement or content was displayed.	dimension
utmPlacementId	utmPlacementId	Identifier for the specific placement of the advertisement or content.	dimension
utmSource	utmSource	The source of the traffic, such as a search engine or specific website.	dimension
utmSourcePlatform	utmSourcePlatform	The platform from which the traffic originated.	dimension
utmTerm	utmTerm	The paid search keywords used for the advertisement.	dimension
utmVariant	utmVariant	Identifies a specific version or variation of an ad creative or content for testing purposes.	dimension
zipCode	zipCode	The postal code associated with the consumer’s location or the store, used as a geographical dimension.	dimension