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
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
experience	experience	This field captures data related to customer interactions with e-commerce websites and shoppable media, providing insights into the performance and engagement of digital 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
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
utmId	utmId	A unique ID for the UTM tracking instance or 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