MNTN (v3): Most-used fields

The table below gives information about most-used fields that you can import from MNTN (v3). 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
Ad ID	Ad ID	A unique identifier for the specific ad creative.	metric
Ad Name	Ad Name	The name assigned to the ad creative.	dimension
Advertiser Name	Advertiser Name	The name of the advertiser associated with the data.	dimension
Average Order Value	Average Order Value	Represents the average value generated per conversion. The MNTN API’s “Graph tables” contain numeric data, including “conversions” and calculated columns such as “ROAS” (Return On Ad Spend), indicating the availability of conversion value data necessary to derive this metric.	dimension
CPA	CPA	Cost Per Acquisition (CPA) measures the total cost of a conversion, calculated by dividing the total cost of an advertising campaign by the number of conversions. The API documentation refers to ‘eCPA’ as a calculated column within Graph tables.	dimension
Campaign Name	Campaign Name	The name of the campaign.	dimension
Conversion Rate	Conversion Rate	The rate at which visits result in a desired action, such as a purchase or lead generation, calculated by dividing the number of conversions by the total number of visits. The API documentation mentions ‘conversions’ and ‘visit rate’ as numeric data in Graph tables.	metric
Cost per Visit	Cost per Visit	The average cost incurred for each visit generated by advertising efforts. This is a calculated metric based on total advertising spend and the number of visits, commonly found in Graph tables.	dimension
CtvImpressions	CtvImpressions	The total number of Connected TV (CTV) ad impressions, representing how many times a CTV ad was displayed.	dimension
Day	Day	The specific date for which the data is reported.	dimension
Impressions	Impressions	The total number of times an ad was displayed.	dimension
Last Touch Order Value	Last Touch Order Value	The value of conversions attributed to the final customer interaction before a purchase. While not explicitly listed as a field in the documentation, the MNTN API handles conversion data, and the platform explicitly supports conversion attribution, making this a relevant metric for understanding last-touch impact.	dimension
TV Spend	TV Spend	The total amount of money spent on television advertising campaigns. The API documentation provides an example including ‘graph.tvcommercialsaired’, indicating tracking of TV commercial activity.	dimension
Total Conversions	Total Conversions	The total number of successful actions (conversions) recorded, such as purchases or sign-ups.	metric
Total Spend	Total Spend	The total financial amount spent on advertising campaigns.	dimension
Total Verified Visits	Total Verified Visits	The aggregated number of user visits to an advertiser’s property that have been recorded and verified by the MNTN platform, available as numeric data in Graph tables.	dimension