Singular: Most-used fields

The table below gives information about most-used fields that you can import from Singular. 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
ARPU	ARPU	Average Revenue Per User, a metric that calculates the average revenue generated from each active user over a specific period.	dimension
Ad ARPU	Ad ARPU	Average Revenue Per User (ARPU) specifically generated from ad monetization activities.	dimension
Ad ROI	Ad ROI	Return on Investment (ROI) specifically from advertising campaigns, measuring the profitability of ad spend.	dimension
Ad Revenue	Ad Revenue	The revenue generated from advertisements displayed within the mobile application.	dimension
Ads CPE	Ads CPE	Cost Per Engagement (CPE) for ads, representing the average cost incurred for each user engagement with an advertisement.	dimension
Ads ECVR	Ads ECVR		dimension
Date	Date	The specific date for which the reporting data is displayed.	dimension
Net Revenue	Net Revenue	The total revenue generated, potentially after deductions, contributing to the overall financial performance of campaigns or products.	dimension
Original Revenue	Original Revenue	The revenue figure before any adjustments, currency conversions, or modeling.	dimension
Paying Users	Paying Users	The count of unique users who have completed at least one purchase or paid transaction within a defined period.	dimension
ROI	ROI	Return on Investment, measuring the profitability of marketing campaigns.	dimension
ROI (roi)	ROI (roi)	Return on Investment, measuring the profitability of marketing campaigns.	dimension
ROI (tracker_roi)	ROI (tracker_roi)	Return on Investment as calculated and reported specifically by the attribution tracker.	dimension
Raw Revenue	Raw Revenue	The total gross revenue generated from in-app purchases or other monetization events before any deductions or adjustments.	dimension
Retained Users	Retained Users	The number of users who have returned to the app after their initial install or conversion within a specific period, indicating user loyalty.	dimension
Retention Rate	Retention Rate	The percentage of users who continue to use an application or service over a given period, calculated based on cohort data.	dimension
Revenue	Revenue	The total financial income generated from user activities. This is a core cohort metric tracked by Singular.	dimension
Revenue (revenue)	Revenue (revenue)	The total financial income generated from user activities. This is a core cohort metric tracked by Singular.	dimension
Revenue (tracker_revenue)	Revenue (tracker_revenue)	The total revenue reported specifically by the attribution tracker.	dimension
Sign-Up	Sign-Up	Represents a conversion event, typically tracking user registrations or account creations within the app.	metric
Sources	Sources	Represents the ad network or other third-party platform that is the origin of user acquisition or engagement.	dimension
Total ARPU	Total ARPU	The average revenue generated per user over a specified period, calculated by dividing total revenue by the number of active users.	dimension
Total ROI	Total ROI	The Return on Investment (ROI) from marketing campaigns, calculated as the ratio of net profit to total campaign cost.	dimension
ad_arpu	ad_arpu	Average Revenue Per User (ARPU) specifically generated from ad monetization activities.	dimension
ad_monetization_roi	ad_monetization_roi	Return on Investment specifically for ad monetization campaigns.	dimension
adn_account_id	adn_account_id	The unique identifier for the ad network account.	dimension
adn_account_name	adn_account_name	The name of the ad network account.	dimension
adn_campaign_id	adn_campaign_id	The identifier for the ad network campaign.	dimension
adn_campaign_name	adn_campaign_name	The name of the ad network campaign.	dimension
adn_campaign_url	adn_campaign_url	The URL associated with the ad network campaign.	dimension
adn_clicks	adn_clicks	The number of clicks reported by the ad network.	metric
adn_cost	adn_cost	The total cost reported by the ad network for campaigns.	metric
adn_creative_id	adn_creative_id	The unique identifier for the creative asset used in the ad campaign.	dimension
adn_creative_name	adn_creative_name	The name of the creative asset used in the ad campaign.	dimension
adn_impressions	adn_impressions	The number of ad impressions reported by the ad network.	metric
adn_installs	adn_installs	The number of installs reported by the ad network.	metric
adn_original_cost	adn_original_cost	The original cost reported by the ad network, before any currency conversions or adjustments.	metric
adn_sub_adnetwork_name	adn_sub_adnetwork_name	The name of the sub-ad network, if applicable.	dimension
adn_sub_campaign_id	adn_sub_campaign_id	The identifier for a sub-campaign within the ad network.	dimension
adn_sub_campaign_name	adn_sub_campaign_name	The name of a sub-campaign within the ad network.	dimension
app	app	The name of the application as identified in Singular.	dimension
asset_id	asset_id	The identifier for the creative asset.	dimension
asset_name	asset_name	The name of the creative asset.	dimension
bid_amount	bid_amount	The amount of the bid placed for the campaign.	dimension
bid_strategy	bid_strategy	The strategy used for bidding on ad placements.	dimension
bid_type	bid_type	The type of bid placed for the campaign (e.g., CPC, CPM).	dimension
campaign_objective	campaign_objective	The primary goal or objective of the advertising campaign.	dimension
campaign_status	campaign_status	The current operational status of the advertising campaign.	dimension
city_field	city_field	The city where the user is located, used as a geographical dimension.	dimension
completed_video_view_rate	completed_video_view_rate	The percentage of video views that were completed.	metric
completed_video_views	completed_video_views	The number of times a video ad was watched to completion.	metric
country_field	country_field	The country where the user is located, often inferred from campaign targeting settings if not directly available.	dimension
creative_height	creative_height	The height dimension of the creative asset.	dimension
creative_image	creative_image	The URL or identifier for the image creative.	dimension
creative_is_video	creative_is_video	A boolean indicator specifying if the creative asset is a video.	dimension
creative_text	creative_text	The textual content of the creative asset.	dimension
creative_type	creative_type	The classification or format of the creative asset (e.g., image, video, carousel).	dimension
creative_url	creative_url	The URL associated with the creative asset.	dimension
creative_width	creative_width	The width dimension of the creative asset.	dimension
ctr	ctr	Click-through rate, calculated as the ratio of clicks to impressions for an advertisement.	metric
custom_clicks	custom_clicks	The number of clicks on ads or marketing content recorded via custom tracking mechanisms.	metric
custom_impressions	custom_impressions	The number of times an ad or marketing content was displayed, as recorded via custom tracking mechanisms.	metric
custom_installs	custom_installs	The number of application installs attributed through custom tracking mechanisms.	metric
daily_active_users	daily_active_users	The number of unique users who engaged with the application on a given day.	metric
data_connector_id	data_connector_id	A unique identifier for the data connector that retrieves data from a specific source.	dimension
data_connector_source_name	data_connector_source_name	The name of the source from which the data connector retrieves data.	dimension
data_connector_timestamp_utc	data_connector_timestamp_utc	The UTC timestamp indicating when data was last pulled from the specific data connector.	dimension
data_connector_username	data_connector_username	The username associated with the data connector’s credentials for the source.	dimension
dma_id_field	dma_id_field	The identifier for the Designated Market Area (DMA), used for geographical targeting and reporting.	dimension
dma_name_field	dma_name_field	The name of the Designated Market Area (DMA), used for geographical targeting and reporting.	dimension
end_date	end_date	The end date for the data query range (inclusive).	dimension
iap	iap	The number of in-app purchase events recorded. This is typically a custom event defined within the Singular platform.	dimension
iap (unique) CPE	iap (unique) CPE	Cost Per Engagement (CPE) for unique in-app purchases, representing the average cost incurred for each distinct user’s in-app purchase engagement.	dimension
iap (unique) ECVR	iap (unique) ECVR	The Effective Conversion Rate for unique in-app purchase events, indicating the percentage of unique users who completed an in-app purchase.	dimension
iap CPE	iap CPE	Cost Per Engagement (CPE) for in-app purchases, representing the average cost incurred for each in-app purchase engagement.	dimension
iap ECVR	iap ECVR	The Effective Conversion Rate for in-app purchase events, indicating the efficiency of campaigns or user segments in driving in-app purchases.	dimension
iap_custom (unique) CPE	iap_custom (unique) CPE	The Cost Per Event for unique instances of a custom-defined in-app purchase event, measuring the average cost to acquire a unique user performing this specific action.	dimension
iap_custom (unique) ECVR	iap_custom (unique) ECVR	The Effective Conversion Rate for unique instances of a custom-defined in-app purchase event, indicating the percentage of unique users who completed this specific custom in-app purchase.	dimension
iap_custom CPE	iap_custom CPE	The Cost Per Event for a custom-defined in-app purchase event, measuring the average cost to drive a specific custom in-app purchase action.	dimension
iap_custom ECVR	iap_custom ECVR	The Effective Conversion Rate for a custom-defined in-app purchase event, indicating the efficiency in driving a specific custom in-app purchase.	dimension
iap_revenue	iap_revenue	Revenue generated specifically from In-App Purchases (IAP).	metric
iap_revenue (unique)	iap_revenue (unique)	The total revenue generated by unique users from in-app purchases.	metric
iap_revenue (unique) CPE	iap_revenue (unique) CPE	The Cost Per Event for a unique user generating in-app purchase revenue, representing the average cost to acquire a unique user who contributes to iap revenue.	dimension
iap_revenue (unique) ECVR	iap_revenue (unique) ECVR	The Effective Conversion Rate for unique users who generate in-app purchase revenue.	dimension
iap_revenue CPE	iap_revenue CPE	The Cost Per Event associated with generating in-app purchase revenue, measuring the average cost for each instance of iap revenue generation.	dimension
iap_revenue ECVR	iap_revenue ECVR	The Effective Conversion Rate for in-app purchase revenue generation, indicating the efficiency in driving revenue through in-app purchases.	dimension
iapauto (unique) CPE	iapauto (unique) CPE	The Cost Per Event for unique users making automatic or recurring in-app purchases, measuring the average cost to acquire a unique user who engages in such purchases.	dimension
iapauto (unique) ECVR	iapauto (unique) ECVR	The Effective Conversion Rate for unique users who make automatic or recurring in-app purchases.	dimension
iapauto CPE	iapauto CPE	The Cost Per Event for automatic or recurring in-app purchases, measuring the average cost to drive such purchase actions.	dimension
iapauto ECVR	iapauto ECVR	The Effective Conversion Rate for automatic or recurring in-app purchases, indicating the efficiency in driving these types of purchases.	dimension
keyword	keyword	The keyword used in search campaigns, used for breaking down report data.	dimension
keyword_id	keyword_id	The unique identifier for a specific keyword.	dimension
min_roas	min_roas	The minimum Return on Ad Spend (ROAS) target set for a campaign.	dimension
modeled_conversion_value_count	modeled_conversion_value_count	The estimated number of conversions, based on Singular’s modeling, for which a conversion value is attributed.	metric
modeled_conversion_value_count_confidence_interval	modeled_conversion_value_count_confidence_interval	The confidence interval for the modeled conversion value count, indicating the range within which the true value is expected to fall.	metric
original_bid_amount	original_bid_amount	The initial bid amount set for a campaign before any adjustments.	dimension
original_metadata_currency	original_metadata_currency	The original currency used in the campaign’s metadata.	dimension
os	os	The operating system of the user’s device (e.g., iOS, Android).	dimension
platform	platform	The platform on which the application is running (e.g., iOS, Android). Often similar to OS.	dimension
publisher_id	publisher_id	The identifier for the publisher site or app where the ad was displayed.	dimension
publisher_site_id	publisher_site_id	The identifier for the specific site or placement within a publisher.	dimension
publisher_site_name	publisher_site_name	The name of the publisher site or app where the ad was displayed.	dimension
region_field	region_field	The geographical region (e.g., state, province) where the user is located.	dimension
skan_app_id	skan_app_id	The application ID parameter from Apple’s SKAdNetwork postback.	dimension
skan_campaign_id	skan_campaign_id	The campaign identifier from Apple’s SKAdNetwork postback, which is either the Campaign ID (SKAN 3 and older) or the first two digits of the Source ID (SKAN 4).	dimension
skan_conversion_value	skan_conversion_value	The SKAdNetwork conversion value, a number between 0 and 63, provided in the postback. This field is deprecated for SKAN 4.	dimension
skan_conversion_values_count	skan_conversion_values_count	The count of SKAdNetwork installs for which a conversion value has been received by Singular, including conversion value 0 but excluding Null values.	dimension
skan_conversion_values_ratio	skan_conversion_values_ratio	The percentage of SKAdNetwork installs for which a conversion value was received, calculated as the conversion values count divided by the total SKAdNetwork installs.	dimension
skan_ecpi	skan_ecpi	Effective Cost per Install (ECPI), calculated as the total campaign cost divided by the number of SKAdNetwork installs.	dimension
skan_estimated_revenue	skan_estimated_revenue	An older metric representing the estimated revenue attributed via SKAdNetwork. It has been replaced by skan_revenue.	metric
skan_estimated_roi	skan_estimated_roi	An older metric representing the estimated Return on Investment (ROI) attributed via SKAdNetwork. It has been replaced by skan_roi.	dimension
skan_installs	skan_installs	The number of application installs reported by the SKAdNetwork framework.	metric
skan_network_id	skan_network_id	The ad network ID parameter from Apple’s SKAdNetwork postback.	dimension
skan_ocvr	skan_ocvr	The conversion rate from impressions to SKAdNetwork installs.	dimension
skan_publisher_id	skan_publisher_id	The source application ID (publisher ID) parameter from Apple’s SKAdNetwork postback.	dimension
skan_redownloads	skan_redownloads	Indicates if an SKAdNetwork install is a redownload (user has previously installed the app) as reported in the SKAdNetwork postback.	dimension
skan_report_network_clicks	skan_report_network_clicks	The number of ad clicks reported by the ad network within an SKAdNetwork context.	metric
skan_report_network_impressions	skan_report_network_impressions	The number of ad impressions reported by the ad network within an SKAdNetwork context.	metric
skan_validated	skan_validated	A boolean indicator of whether an SKAdNetwork install postback has been validated by Singular as a legitimate install.	dimension
source	source	The name of the ad network or traffic source where campaigns are run, as identified in Singular.	dimension
standardized_bid_strategy	standardized_bid_strategy	The normalized or standardized bid strategy across different ad networks.	dimension
standardized_bid_type	standardized_bid_type	The normalized or standardized bid type across different ad networks.	dimension
start_date	start_date	The start date for the data query range (inclusive).	dimension
sub_campaign_id	sub_campaign_id	A unique identifier for a sub-campaign, allowing for granular tracking and analysis of marketing performance.	dimension
sub_campaign_name	sub_campaign_name	The name of a sub-campaign, used to identify and categorize marketing efforts at a more detailed level.	dimension
total_revenue_14d	total_revenue_14d	The total revenue generated within 14 days after a user’s install or conversion, as a cohort metric.	metric
total_revenue_1d	total_revenue_1d	The total revenue generated within 1 day after a user’s install or conversion, as a cohort metric.	metric
total_revenue_2d	total_revenue_2d	The total revenue generated within 2 days after a user’s install or conversion, as a cohort metric.	metric
total_revenue_30d	total_revenue_30d	The total revenue generated within 30 days after a user’s install or conversion, as a cohort metric.	metric
total_revenue_360d	total_revenue_360d	The cumulative total revenue generated by a user cohort within 360 days from their conversion date.	metric
total_revenue_3d	total_revenue_3d	The total revenue generated within 3 days after a user’s install or conversion, as a cohort metric.	metric
total_revenue_7d	total_revenue_7d	The total revenue generated within 7 days after a user’s install or conversion, as a cohort metric.	metric
total_revenue_90d	total_revenue_90d	The cumulative total revenue generated by a user cohort within 90 days from their conversion date.	metric
total_revenue_actual	total_revenue_actual	The actual total revenue generated from a user, often representing the Lifetime Value (LTV) without a fixed period.	metric
total_revenue_ltv	total_revenue_ltv	The total Lifetime Value (LTV) revenue generated from a user.	metric
tracker_campaign_id	tracker_campaign_id	The campaign identifier used by the attribution tracker, distinct from ad network or SKAdNetwork campaign IDs.	dimension
tracker_campaign_name	tracker_campaign_name	The name of the campaign as identified by the attribution tracker.	dimension
tracker_clicks	tracker_clicks	The number of clicks recorded by the attribution tracker.	metric
tracker_conversions	tracker_conversions	The number of conversions attributed by the tracker.	metric
tracker_impressions	tracker_impressions	The number of ad impressions recorded by the attribution tracker.	metric
tracker_installs	tracker_installs	The number of application installs attributed by the mobile attribution tracker using device matching methods.	metric
tracker_reengagements	tracker_reengagements	The number of re-engagements (users returning to an app) attributed by the tracker.	metric
unified_campaign_id	unified_campaign_id	A standardized campaign identifier used across different data sources (ad networks and trackers) for unified reporting.	dimension
unified_campaign_name	unified_campaign_name	A standardized campaign name used across different data sources for unified reporting.	dimension
video_views	video_views	The total number of times a video ad was viewed.	metric
video_views_25pct	video_views_25pct	The number of times a video ad was viewed to at least 25% of its duration.	metric
video_views_50pct	video_views_50pct	The number of times a video ad was viewed to at least 50% of its duration.	metric
video_views_75pct	video_views_75pct	The number of times a video ad was viewed to at least 75% of its duration.	metric