Simpli.fi: Most-used fields

The table below gives information about most-used fields that you can import from Simpli.fi. 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 Ad File Type	Ad Ad File Type	The file format of the advertisement creative (e.g., JPG, PNG, GIF, MP4).	dimension
Ad Ad ID	Ad Ad ID	Unique identifier for an individual advertisement.	metric
Ad Ad Name	Ad Ad Name	The name of the specific advertisement.	dimension
Ad Ad Size	Ad Ad Size	The dimensions of the ad creative, typically expressed as width x height (e.g., 300x250).	dimension
Ad Group Name	Ad Group Name	The name of the ad group to which an advertisement belongs.	dimension
Campaign Advertiser Name	Campaign Advertiser Name	The name of the advertiser associated with the campaign.	dimension
Campaign Campaign ID	Campaign Campaign ID	Unique identifier for an advertising campaign.	metric
Campaign Campaign Name	Campaign Campaign Name	The name of the advertising campaign.	dimension
Campaign Campaign Type	Campaign Campaign Type	The classification or category of an advertising campaign (e.g., display, video, search).	dimension
Campaign Daily Estimated Budget	Campaign Daily Estimated Budget		metric
Campaign End Date	Campaign End Date	The scheduled end date for the advertising campaign.	dimension
Campaign Media Type	Campaign Media Type	The type of media used for advertising within a campaign (e.g., image, video, audio).	dimension
Campaign Start Date	Campaign Start Date	The scheduled start date for the advertising campaign.	dimension
Campaign Total Budget	Campaign Total Budget		metric
Companies Client ID	Companies Client ID	A unique identifier for the client associated with the advertising campaign.	metric
Companies Client Name	Companies Client Name	The name of the client associated with the advertising campaign.	dimension
Companies Company ID	Companies Company ID	A unique identifier for the company managing or owning the advertising campaigns.	metric
Companies Company Name	Companies Company Name	The name of the company managing or owning the advertising campaigns.	dimension
Companies Platform ID	Companies Platform ID	A unique identifier assigned by the Simpli.fi platform to a specific company or organization.	metric
Companies Platform Name	Companies Platform Name	The human-readable name of the company or organization within the Simpli.fi platform.	dimension
Conversion Rate Campaign Conversion Rate	Conversion Rate Campaign Conversion Rate	The percentage of ad interactions (e.g., clicks, impressions) that resulted in a conversion for a specific campaign.	metric
Conversion Rate Natural Conversion Rate	Conversion Rate Natural Conversion Rate	The percentage of users who completed a desired action (conversion) relative to the total number of ad interactions.	metric
Conversion Segment Conversion Segment Name	Conversion Segment Conversion Segment Name	The name of the specific audience segment targeted for conversions, enabling detailed analysis of conversion performance by audience group.	dimension
Conversions CPA	Conversions CPA	The Cost Per Acquisition (CPA) for conversions, calculated as total spend divided by the total number of conversions.	dimension
Conversions Clickthrough Leads	Conversions Clickthrough Leads	The number of leads generated from users who clicked on an ad.	dimension
Conversions Clickthrough Other	Conversions Clickthrough Other	The total number of conversions that occurred after a user clicked on an ad, excluding conversions specifically categorized otherwise.	dimension
Conversions Clickthrough Sales	Conversions Clickthrough Sales	The number of sales generated from users who clicked on an ad.	dimension
Conversions Clickthrough Signups	Conversions Clickthrough Signups	The number of sign-ups or registrations generated from users who clicked on an ad.	dimension
Conversions Clickthrough Total	Conversions Clickthrough Total	The total number of conversions that occurred as a result of a user clicking on an ad.	metric
Conversions Clickthrough Visits	Conversions Clickthrough Visits	The number of website visits generated from users who clicked on an ad.	metric
Conversions Total Leads	Conversions Total Leads	The total number of leads generated from advertising efforts.	dimension
Conversions Total Other	Conversions Total Other	The total number of conversions that do not fall into specific categories like clickthrough or viewthrough.	dimension
Conversions Total Sales	Conversions Total Sales	The total number of sales generated from advertising efforts.	dimension
Conversions Total Signups	Conversions Total Signups	The total number of user sign-ups or registrations attributed to advertising campaigns.	dimension
Conversions Total Visits	Conversions Total Visits	The total number of website visits attributed to advertising campaigns.	dimension
Conversions Viewthrough Leads	Conversions Viewthrough Leads	The number of leads generated from users who viewed an ad but did not click on it.	dimension
Conversions Viewthrough Other	Conversions Viewthrough Other	The total number of conversions that occurred after a user viewed an ad but did not click on it, excluding conversions specifically categorized otherwise.	dimension
Conversions Viewthrough Sales	Conversions Viewthrough Sales	The number of sales generated from users who viewed an ad but did not click on it.	dimension
Conversions Viewthrough Signups	Conversions Viewthrough Signups	The number of sign-ups or registrations generated from users who viewed an ad but did not click on it.	dimension
Conversions Viewthrough Total	Conversions Viewthrough Total	The total number of conversions that occurred after a user viewed an ad but did not click on it.	metric
Conversions Viewthrough Visits	Conversions Viewthrough Visits	The number of website visits generated from users who viewed an ad but did not click on it.	metric
Conversions Weighted Actions	Conversions Weighted Actions	An aggregate metric that combines various user actions such as clicks, impressions, conversions, and engagement, often with specific weights applied to each.	metric
Day Counts By User Campaign Days to Convert	Day Counts By User Campaign Days to Convert	The number of days it takes for a user exposed to a campaign to complete a conversion.	metric
Day Counts By User Natural Days to Convert	Day Counts By User Natural Days to Convert	The number of days it took for a user to naturally convert, without specific campaign influence.	metric
Domain Domain Name	Domain Domain Name	The domain name of the website where an ad was displayed or where a conversion occurred.	dimension
End Date	End Date	The end date for the reporting period or campaign.	dimension
Geography Conversion Geo Fence ID	Geography Conversion Geo Fence ID	A unique identifier for the geo-fenced area where a conversion event occurred.	metric
Geography Conversion Geo Fence Name	Geography Conversion Geo Fence Name	The name of the geo-fenced area where a conversion event occurred.	dimension
Geography Country	Geography Country	The country where an advertising event occurred or where the target audience is located.	dimension
Geography Geo Fence Name	Geography Geo Fence Name	The name of a defined geographic boundary or geo-fence used for targeting or reporting.	dimension
Geography Postal Code	Geography Postal Code	The postal code where an advertising event occurred or where the target audience is located.	dimension
Keyword Keyword Name	Keyword Keyword Name	The specific keyword used in a search campaign that led to an ad impression or interaction.	dimension
Lift Conversion Lift	Lift Conversion Lift	A metric quantifying the incremental increase in conversions directly attributable to an advertising campaign.	metric
Lift New Conversion Lift	Lift New Conversion Lift	A metric quantifying the incremental increase in new conversions (from users who haven’t converted before) directly attributable to an advertising campaign.	metric
Margins by CPM Behavioral CPM	Margins by CPM Behavioral CPM	The cost per thousand impressions for ad placements targeted based on user behavioral data.	metric
Margins by CPM Contextual CPM	Margins by CPM Contextual CPM	The cost per thousand impressions for ad placements targeted based on the content of the web page or app where the ad appears.	metric
Margins by CPM Demographic CPM	Margins by CPM Demographic CPM	The cost per thousand impressions for ad placements targeted based on specific demographic attributes of the audience.	metric
Margins by CPM Geographic CPM	Margins by CPM Geographic CPM	The cost per thousand impressions for ad placements targeted to specific geographic locations, such as cities, states, or zip codes.	metric
Margins by CPM Media CPM	Margins by CPM Media CPM	The cost per thousand impressions related to the specific media type or channel used for advertising.	metric
Margins by CPM Platform CPM	Margins by CPM Platform CPM	The cost per thousand impressions incurred when advertising on a particular demand-side platform (DSP) or ad exchange.	metric
Margins by CPM Search CPM	Margins by CPM Search CPM	The cost per thousand impressions for ads delivered within search-related advertising campaigns.	metric
Margins by CPM Segment CPM	Margins by CPM Segment CPM	The cost per thousand impressions for targeting specific audience segments defined within the advertising platform.	metric
Performance CTR	Performance CTR	The click-through rate, calculated as clicks divided by impressions, indicating ad effectiveness.	dimension
Performance Clicks	Performance Clicks	The total number of clicks received by the advertisement or campaign.	dimension
Performance Impressions	Performance Impressions	The total number of times an advertisement was displayed.	metric
Performance Total Spend	Performance Total Spend	The total monetary amount spent on advertising campaigns.	metric
Performance eCPC	Performance eCPC	The effective Cost Per Click (eCPC), calculated by dividing the total advertising spend by the total number of clicks.	dimension
Performance eCPM	Performance eCPM	The effective Cost Per Mille (eCPM), or cost per thousand impressions, calculated by dividing the total advertising spend by the number of impressions in thousands.	dimension
Plat Plat City	Plat Plat City	The city associated with the platform or the targeted geographic area for ad delivery.	dimension
Plat Plat State	Plat Plat State	The state associated with the platform or the targeted geographic area for ad delivery.	dimension
Plat Plat Zip Code	Plat Plat Zip Code	The zip code associated with the platform or the targeted geographic area for ad delivery.	dimension
Plat Plat Zip Short	Plat Plat Zip Short	A shortened or specific format of the postal code associated with the geographic location of an impression or conversion, used for localized targeting and reporting.	metric
Platform	Platform	The name of the advertising platform or channel where the ad was delivered (e.g., display, mobile, CTV).	dimension
Start Date	Start Date	The start date for the reporting period or campaign.	dimension
Time Event Date	Time Event Date	The specific date on which an event or statistic was recorded.	dimension
Time Event Hour	Time Event Hour	The hour of the day when an advertising event (e.g., impression, click, conversion) occurred.	metric
User Counts Campaign Converters	User Counts Campaign Converters	The number of unique users who converted after being exposed to a specific advertising campaign.	metric
User Counts Campaign Users	User Counts Campaign Users	The total number of unique users who were exposed to a specific advertising campaign.	metric
User Counts Natural Converters	User Counts Natural Converters	The count of users who converted naturally, without direct influence from the ad campaign.	metric
User Counts Natural Target Fence Users	User Counts Natural Target Fence Users	The number of unique users identified within a geo-fenced target area, relevant for localized campaigns.	metric
User Counts New Campaign Converters	User Counts New Campaign Converters	The number of unique users who had not previously converted but did so after being exposed to a specific advertising campaign.	metric
User Counts New Natural Converters	User Counts New Natural Converters	The count of newly identified users who converted naturally, without direct influence from the ad campaign.	metric
Video Events Complete	Video Events Complete	The count of times a video ad was played to 100% completion.	dimension
Video Events Complete Rate	Video Events Complete Rate	The percentage of video ad plays that were completed.	dimension
Video Events First Quartile	Video Events First Quartile	The count of times a video ad was played to at least 25% completion.	dimension
Video Events Fullscreen	Video Events Fullscreen	The count of instances where users expanded a video ad to fullscreen mode.	dimension
Video Events In Banner	Video Events In Banner	The count of video ad plays that occurred within a standard banner ad unit.	dimension
Video Events In Stream Mid Roll	Video Events In Stream Mid Roll	The count of video ads played during the middle of other video content (mid-roll).	dimension
Video Events In Stream Post Roll	Video Events In Stream Post Roll	The count of video ads played after other video content has concluded (post-roll).	dimension
Video Events In Stream Pre Roll	Video Events In Stream Pre Roll	The count of video ads played before other video content begins (pre-roll).	dimension
Video Events Interstitial	Video Events Interstitial	The count of video ads that appear as a full-screen interruption during content transitions.	dimension
Video Events Midpoint	Video Events Midpoint	The count of times a video ad was played to at least 50% completion.	dimension
Video Events Mute	Video Events Mute	The count of instances where users muted the audio of a video ad.	dimension
Video Events Mute Rate	Video Events Mute Rate	The percentage of video ad plays during which users muted the audio.	dimension
Video Events Pause	Video Events Pause	The count of instances where users paused a video ad.	dimension
Video Events Pause Rate	Video Events Pause Rate	The percentage of video ad plays during which users paused the video.	dimension
Video Events Resume	Video Events Resume	The count of instances where users resumed a previously paused video ad.	dimension
Video Events Start	Video Events Start	The count of times a video ad began to play.	dimension
Video Events Third Quartile	Video Events Third Quartile	The count of times a video ad was played to at least 75% completion.	dimension
Video Events Unknown Type	Video Events Unknown Type	The count of video events that do not fall into any predefined category.	dimension
Video Events Unmute	Video Events Unmute	The count of instances where users unmuted the audio of a video ad.	dimension
ad_id	ad_id	Unique identifier for an individual advertisement.	dimension
campaign_id	campaign_id	Unique identifier for an advertising campaign.	dimension
campaign_name	campaign_name	The name of the advertising campaign.	dimension
clicks	clicks	The total number of clicks received by the advertisement or campaign.	dimension
cpa	cpa	The Cost Per Acquisition (CPA), representing the cost incurred for each conversion.	metric
cpc	cpc	The Cost Per Click (CPC), representing the cost incurred for each click on an advertisement.	dimension
cpm	cpm	The Cost Per Mille (CPM), or cost per thousand impressions, representing the cost for one thousand ad impressions.	dimension
ctr	ctr	The click-through rate, calculated as clicks divided by impressions.	metric
impressions	impressions	The total number of times an advertisement was displayed.	metric
name	name	The name associated with the data entry, which can be a campaign name or an ad name depending on the report granularity.	dimension
stat_date	stat_date	The date for which the statistics are reported.	dimension
total_spend	total_spend	The overall monetary amount expended on advertising campaigns.	metric
vcr	vcr	The Video Completion Rate (VCR), which is the percentage of video ads played to completion.	metric
weighted_actions	weighted_actions	The sum of conversions, where different conversion types are assigned specific weight values.	metric