Skai: Most-used fields

The table below gives information about most-used fields that you can import from Skai. 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
# of Campaigns	# of Campaigns	A count of the total number of advertising campaigns. This is a summary metric often used in aggregated reports.	dimension
14 days	14 days	Represents a 14-day attribution window or reporting period for various marketing metrics.	metric
14 days units	14 days units	The number of units sold or converted within a 14-day attribution window.	metric
30 days	30 days	Represents a 30-day attribution window or reporting period for various marketing metrics.	metric
ACoS	ACoS	The total advertising cost of sale (TACoS), calculated as total ad cost divided by product ordered revenue.	metric
Account Name	Account Name	The name of the advertising account.	dimension
Ad Group ID	Ad Group ID	The unique identifier for an ad group.	dimension
Ad Group Name	Ad Group Name	The name assigned to the ad group.	dimension
Ad Group Status	Ad Group Status	The current operational state of an ad group, such as ‘Active’, ‘Paused’, or ‘Deleted’. This is available as the ‘status’ field for ad groups.	dimension
Ad ID	Ad ID	The unique identifier for an advertisement.	dimension
Ad Name	Ad Name	The name assigned to the advertisement.	dimension
Ad Type	Ad Type	The format or category of the advertisement (e.g., Text Ad, Product Ad, Image Ad).	dimension
AdGroup ID in Kenshoo	AdGroup ID in Kenshoo	A unique identifier assigned by Skai (formerly Kenshoo) to an ad group.	metric
AdGroup end date	AdGroup end date	The date when the ad group is scheduled to stop running.	dimension
AdGroup start date	AdGroup start date	The date when the ad group is scheduled to begin running.	dimension
Avg. CPC	Avg. CPC	Average Cost Per Click, a common performance metric indicating the average amount paid for each click on an advertisement. This metric is usually available in performance reports.	metric
Brand Name	Brand Name	The name of the brand associated with the product or campaign.	dimension
CTR	CTR	Click-Through Rate, the percentage of people who see an ad and click on it, calculated as (Clicks / Impressions) * 100.	metric
Campaign Bid Strategy	Campaign Bid Strategy	The strategy used to manage bids for a campaign or portfolio, which can include various automated or manual bidding methods to achieve specific marketing objectives like maximizing clicks or conversions. This is reflected in fields like ‘bidding_method’ for ad groups and ‘publisher_bid_strategy’ for portfolios.	dimension
Campaign End Date	Campaign End Date	The scheduled date when the campaign is set to conclude. This is available as the ‘end_date’ field for campaigns.	dimension
Campaign Goal	Campaign Goal	The primary objective of the campaign, such as increasing conversions, clicks, or brand awareness.	dimension
Campaign ID	Campaign ID	The unique identifier for an advertising campaign.	dimension
Campaign Name	Campaign Name	The name assigned to the advertising campaign.	dimension
Campaign Start Date	Campaign Start Date	The scheduled date when the campaign is set to begin. This is available as the ‘start_date’ field for campaigns.	dimension
Campaign Status	Campaign Status	The current operational status of the campaign (e.g., Active, Paused, Deleted).	dimension
Campaign Type	Campaign Type	A categorical attribute that classifies campaigns based on their objective or structure, such as search, social, or shopping.	dimension
Channel	Channel	The advertising channel where the campaign is running, such as Google, Facebook, or Amazon.	dimension
Channel Account ID	Channel Account ID	The unique identifier for an account on a specific advertising channel.	dimension
Channel Account Publisher ID	Channel Account Publisher ID	The unique identifier for a publisher account within a specific advertising channel.	metric
Channel Ad Group ID	Channel Ad Group ID	The unique identifier for an ad group on a specific advertising channel.	metric
Channel Ad ID	Channel Ad ID	The unique identifier for an ad on a specific advertising channel.	metric
Channel Campaign ID	Channel Campaign ID	The unique identifier for a campaign on a specific advertising channel.	metric
Clicks	Clicks	The number of times users clicked on an ad.	metric
Conv.	Conv.	The total number of conversions recorded. This corresponds to the ‘Conversions’ field (ID ‘T2106’) available in performance and conversion type reports.	metric
Conv. Rate	Conv. Rate	Conversion Rate, the percentage of clicks or ad interactions that result in a conversion.	metric
Conversions	Conversions	The total number of desired actions taken by users after interacting with an ad.	metric
Cost	Cost	The total amount spent on advertising.	metric
Cost/Conv.	Cost/Conv.	Cost per Conversion, the average cost incurred to achieve one conversion.	metric
Currency	Currency	The monetary unit used for financial transactions and reporting.	dimension
Custom Parameter 1	Custom Parameter 1	A user-defined custom parameter (Dimension) that can store additional data for reporting and segmentation.	dimension
Custom Parameter 2	Custom Parameter 2	A user-defined custom parameter (Dimension) that can store additional data for reporting and segmentation.	dimension
Custom Parameter 3	Custom Parameter 3	A user-defined custom parameter (Dimension) that can store additional data for reporting and segmentation.	dimension
Daily Budget	Daily Budget	The maximum amount allocated to be spent on a campaign or ad group per day. This can be found in the ‘budget’ field with ‘DAILY’ as the ‘budget_type’ for ad groups, and a general ‘budget’ for campaigns.	metric
Date	Date	The specific calendar date for which the data is reported.	dimension
Device Preference	Device Preference	The preferred device type (e.g., mobile, desktop, tablet) for displaying ads.	dimension
Dimension - Dimensions: Market	Dimension - Dimensions: Market	An organization-level labeling column representing a specific market. This is part of the ‘Dimensions’ column group, defined by users in the organization.	dimension
Dimension - Funnel stage (auto-tag)	Dimension - Funnel stage (auto-tag)	An automatically generated tag or label indicating the stage of the marketing funnel an ad group or campaign is targeting. This relates to ‘Smart Tags’ or ‘Dimensions’ which are AI-powered insights or user-defined labels.	dimension
Dimensions Ad Group Name	Dimensions Ad Group Name	The name of the ad group, used as a dimension for reporting and analysis. This corresponds to the ‘name’ field of an ad group.	dimension
Dimensions: Audience Type	Dimensions: Audience Type	A categorization of the target audience (e.g., remarketing audience, interest-based audience). This is a dimension available for reporting and segmentation.	dimension
Dimensions: Campaign Type	Dimensions: Campaign Type	The classification of a campaign, such as ‘TEXT_CAMPAIGN’ or ‘SHOPPING_STANDARD’. This is available as the ‘campaign_type’ field for campaigns.	dimension
Dimensions: Market	Dimensions: Market	An organization-level labeling column representing a specific market. This is part of the ‘Dimensions’ column group, defined by users in the organization.	dimension
Dimensions: Product Category	Dimensions: Product Category	A dimension identifying the category of products associated with ad groups or campaigns. This can be derived from product group nodes.	dimension
Dimensions: Product Name	Dimensions: Product Name	A dimension representing the name of a product. Data for individual products can be reported via the ‘PRODUCT_ASSET’ entity.	dimension
Dimensions: Promotions	Dimensions: Promotions	A custom dimension used for categorizing and reporting on advertising campaigns or assets related to specific promotions.	dimension
Dimensions: SKU ID	Dimensions: SKU ID	A dimension representing the Stock Keeping Unit (SKU) identifier for products. Product-level data is available through the ‘PRODUCT_ASSET’ entity.	dimension
Dimensions: Territory	Dimensions: Territory	A custom dimension used for categorizing and reporting on advertising campaigns or assets based on geographical territory or region.	dimension
Dimensions: UTM_Medium Parameter	Dimensions: UTM_Medium Parameter	The value of the ‘utm_medium’ URL parameter, used for tracking the originating channel or medium of traffic to a website. This is a common marketing attribution dimension.	dimension
Display URL	Display URL	The URL that is shown in an advertisement to users.	dimension
From	From	The start date or point in time for a reporting period.	dimension
Headline	Headline	The main title or heading of an advertisement.	dimension
Headline 2	Headline 2	The secondary headline text used in an advertisement.	dimension
Headline 3	Headline 3	The third headline text used in an advertisement, if applicable.	dimension
Headline Dim	Headline Dim	A dimension that categorizes or provides information about ad headlines.	dimension
Image Name	Image Name	The name of the image asset used in an advertisement.	dimension
Image Url	Image Url	The URL of the image asset used in an advertisement.	dimension
Imp.	Imp.	The total number of impressions, representing how many times an advertisement was displayed. This is available as the ‘Impressions’ field (ID ‘S3012’) in performance reports.	metric
Impression Share (IS)	Impression Share (IS)	The percentage of impressions that your ads received compared to the total number of impressions your ads were eligible to receive. This is a standard performance metric in advertising platforms.	metric
Impressions	Impressions	The number of times an ad was displayed to users.	metric
Keyword	Keyword	A word or phrase that advertisers use to match their ads with the terms people are searching for.	dimension
Land URL	Land URL	The final URL where users are directed after clicking on an ad.	dimension
Line 1	Line 1	The first line of description text in an advertisement.	dimension
Line 2	Line 2	The second line of description text in an advertisement.	dimension
Match Type	Match Type	The type of match (e.g., Broad, Exact, Phrase) applied to keywords to control which searches can trigger an ad.	dimension
Mobile URL	Mobile URL	The URL optimized for mobile devices where users are directed after clicking on an ad.	dimension
Modified	Modified	The date and time when a particular record or entity was last updated or modified.	dimension
Network	Network	The advertising network (e.g., Search Network, Display Network) where ads are displayed.	dimension
New to Brand Bid Adj.	New to Brand Bid Adj.	This field represents a bid adjustment applied to advertising campaigns with the goal of optimizing for the acquisition of new-to-brand customers. It reflects strategies to attract customers who have not previously purchased from the brand.	metric
Path 1	Path 1	The first optional path shown in the display URL of an ad.	dimension
Path 2	Path 2	The second optional path shown in the display URL of an ad.	dimension
Portfolio ID	Portfolio ID	A unique identifier for a portfolio, which groups campaigns for collective management and budgeting. This is available as the ‘id’ field for portfolios.	dimension
Portfolio Name	Portfolio Name	The name assigned to the portfolio.	dimension
Product ID	Product ID	The unique identifier for a product.	metric
Product Pages Bid Adj.	Product Pages Bid Adj.	A percentage increase or decrease in the bid for this placement, specifically on product pages.	metric
Product Type	Product Type	A classification that describes the kind of product being advertised.	dimension
Profile ID	Profile ID	The unique identifier for a user profile in the Skai platform, representing a distinct advertiser account or client.	dimension
Profile Name	Profile Name	The name of the user profile in the Skai platform.	dimension
Profit	Profit	The financial gain from advertising activities after deducting costs.	metric
Publisher	Publisher	The platform or network where ads are displayed (e.g., Google, Facebook, Amazon).	dimension
Quality Score	Quality Score	A diagnostic score reported by search engines that reflects the quality and relevance of keywords, ads, and landing pages.	metric
ROI	ROI	Return on Investment, a performance measure used to evaluate the efficiency of an investment, calculated as (Revenue - Cost) / Cost.	metric
Report End Date	Report End Date	The last date included in the report’s data range.	dimension
Report Start Date	Report Start Date	The first date included in the report’s data range.	dimension
Rest of Search Bid Adj.	Rest of Search Bid Adj.	A percentage increase or decrease in the bid for placements outside of the top-of-search results.	metric
Rev.	Rev.	Abbreviation for Revenue, the total income generated from advertising campaigns.	metric
Rev./Conv.	Rev./Conv.	Revenue per Conversion, the average revenue generated from each conversion.	metric
Serving Error	Serving Error	Indicates errors encountered during the delivery or ‘serving’ of ads or other marketing content. These errors can be reported in API responses, often within error arrays for specific entities, or through system-level HTTP status codes like 400 or 500.	dimension
Smart Tags	Smart Tags	Skai AI-powered insights or labels that provide automated categorization and analysis for various marketing entities. This is an explicit column group for reporting.	dimension
Tag ID	Tag ID	A unique identifier for a tag applied to marketing entities like campaigns or ad groups. The API supports getting and editing tags.	dimension
Targeting Type	Targeting Type	The method or criteria used to define the audience for an ad group, such as demographics, interests, or behaviors. This is part of the ‘targeting’ object in Ad Group entities.	dimension
To	To	The end date or point in time for a reporting period.	dimension
Top of Search Bid Adj.	Top of Search Bid Adj.	A percentage increase or decrease in the bid for top-of-search placement.	metric
Tracking ID	Tracking ID	A unique identifier used for tracking purposes, often associated with a conversion pixel or analytics tag.	metric
Tracking Template	Tracking Template	A URL template used to define how tracking information is appended to landing page URLs.	dimension
conversions	conversions	The total number of desired actions taken by users after interacting with an ad.	metric
new to brand orders	new to brand orders	The number of orders placed by customers who are new to the brand, as defined by the advertiser.	metric
new to brand units	new to brand units	The number of product units sold to customers who are new to the brand, as defined by the advertiser.	metric
offline purchase	offline purchase	A conversion event representing a purchase made offline. This can be categorized under ‘External report conversion’ or ‘Skai pixel conversion’ types which collect conversions from files, integrations, or Skai’s pixel.	metric
offline purchase_revenue	offline purchase_revenue	The revenue generated from offline purchase conversions. The API supports including revenue columns for selected conversion types in reports.	metric
orders	orders	The number of successful purchase transactions or conversions resulting from advertising efforts. This is a critical conversion metric.	metric
orders_revenue	orders_revenue	The revenue generated from orders. The API supports including revenue columns for selected conversion types in reports.	metric
units sold	units sold	The total number of product units purchased by customers.	metric
videocomplete	videocomplete	A performance metric indicating the number of times a video ad played to 100% completion. This is available as a video-specific performance metric.	metric
videostart	videostart	A performance metric indicating the number of times a video ad began playing. This is available as a video-specific performance metric.	metric