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 number of campaigns. This is a derived metric, typically an aggregation in reporting rather than a direct API field.	dimension
1 day	1 day	Represents a 1-day attribution window or reporting period for various marketing metrics.	metric
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 day	30 day	Represents a 30-day attribution window or reporting period for various marketing metrics.	metric
30 days	30 days	Represents a 30-day attribution window or reporting period for various marketing metrics.	metric
7 days	7 days	Represents a 7-day attribution window or reporting period for various marketing metrics.	metric
ACoS	ACoS	Advertising Cost of Sale, a key performance indicator (KPI) measuring the efficiency of advertising spend. While not explicitly listed, it is a common advertising metric typically derived from performance data available in reports.	metric
ASIN	ASIN	The Amazon Standard Identification Number, a unique identifier for products on Amazon, used for product-related reporting.	metric
Account Name	Account Name	The name of the advertising account.	dimension
Ad Format	Ad Format	The specific layout and structure of an advertisement (e.g., text, image, video).	dimension
Ad Group	Ad Group	A collection of ads with a common theme, targeting the same set of keywords or audiences.	dimension
Ad Group Category	Ad Group Category	A classification or label assigned to an ad group for organizational and reporting purposes.	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.	metric
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
Ad group ID	Ad group ID	The unique identifier for an ad group.	metric
AdGroup ID in Kenshoo	AdGroup ID in Kenshoo	A unique identifier assigned by Skai (formerly Kenshoo) to an ad group.	metric
AdGroup Status	AdGroup Status	The current operational status of the ad group (e.g., Active, Paused, Deleted).	dimension
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
Ads Count	Ads Count	The total number of ads within a specific campaign, ad group, or account.	metric
Appearances in Top Search Terms	Appearances in Top Search Terms	The number of times an ad appeared for high-volume or prominent search terms.	dimension
Avg CPC	Avg CPC	Average Cost-Per-Click, the average amount paid for each click on an ad.	metric
Avg Pos.	Avg Pos.	Average Position, the average ranking of an ad relative to other ads in search results.	metric
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
Bid	Bid	The maximum amount an advertiser is willing to pay for a click or other ad interaction.	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 Creation Date	Campaign Creation Date	The date when the advertising campaign was created.	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
Category	Category	A classification or group for products, keywords, or other entities.	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.	metric
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
Channel Keyword ID	Channel Keyword ID	The unique identifier for a keyword on a specific advertising channel.	metric
Channel Product Group ID	Channel Product Group ID	The unique identifier for a product group on a specific advertising channel.	metric
Clicks	Clicks	The number of times users clicked on an ad.	dimension
Continent	Continent		dimension
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
Conversion	Conversion	A desired action taken by a user after interacting with an ad, such as a purchase or lead.	metric
ConversionRate	ConversionRate	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.	dimension
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
Day	Day	The specific calendar day for which the data is reported.	dimension
Destination	Destination		dimension
Device Preference	Device Preference	The preferred device type (e.g., mobile, desktop, tablet) for displaying ads.	dimension
Device targeting	Device targeting	The strategy of showing ads to users on specific device types (e.g., mobile, desktop, tablet).	dimension
Dimension - Date	Dimension - Date	A time-based dimension representing the specific calendar date for data aggregation and reporting.	metric
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 dimension categorizing the type of audience targeted by an ad group or campaign. While not a direct field, targeting parameters for audiences exist within ad group extensions.	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		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		dimension
Dimensions: UTM_Medium Parameter	Dimensions: UTM_Medium Parameter		dimension
Display URL	Display URL	The URL that is shown in an advertisement to users.	dimension
Ean	Ean	The European Article Number, a barcode standard used to identify products, often used for product data reporting.	metric
Engagement	Engagement	The total number of interactions users had with an ad or content, such as likes, comments, shares, and clicks.	metric
From	From	The start date or point in time for a reporting period.	dimension
GTIN	GTIN	The Global Trade Item Number, a globally unique identifier for products, used for product data reporting.	dimension
Google	Google	Indicates data specifically originating from or related to Google advertising channels.	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
Imp. Share	Imp. Share	Impression Share, the percentage of impressions that your ads received compared to the estimated number of impressions they were eligible to receive.	metric
Import Date	Import Date	The date on which the data was imported or processed into the system. This is an attribute for data management.	dimension
Impr. (Abs.Top)%	Impr. (Abs.Top)%	The percentage of impressions that appeared in the absolute top position of the search results page.	metric
Impr. (Top)%	Impr. (Top)%	The percentage of impressions that appeared anywhere at the top of the search results page.	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.	dimension
Keyword	Keyword	A word or phrase that advertisers use to match their ads with the terms people are searching for.	dimension
Keyword Creation Date	Keyword Creation Date	The date when the keyword was created.	dimension
Keyword ID	Keyword ID	The unique identifier for a keyword.	metric
Keyword Targeting	Keyword Targeting	The strategy of using specific keywords to show ads to relevant audiences.	dimension
Land URL	Land URL	The final URL where users are directed after clicking on an ad.	dimension
Language	Language		dimension
Last Modified	Last Modified	The timestamp indicating the last time an entity was changed.	dimension
Last Updated	Last Updated	The timestamp indicating the last time an entity was updated.	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
Location	Location	A geographical dimension used for reporting or targeting, indicating specific geographic areas. The API supports a ‘LOCATIONS’ entity for reports.	dimension
Lost IS-rank	Lost IS-rank	The percentage of impression share lost due to ad rank, indicating how often ads did not show up higher due to a low Ad Rank.	metric
Lowest Sale Price	Lowest Sale Price	The lowest recorded selling price for a product, often used in retail media reporting.	dimension
Marketplace	Marketplace	The e-commerce platform or channel (e.g., Amazon, Walmart) where products are being advertised or sold.	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
Min. Bid	Min. Bid	The minimum bid required for an ad to be eligible to show.	metric
Mobile Bid Adjustment	Mobile Bid Adjustment	A percentage adjustment to bids for ads shown on mobile devices.	dimension
Mobile URL	Mobile URL	The URL optimized for mobile devices where users are directed after clicking on an ad.	dimension
Mobile effective bid	Mobile effective bid	The actual bid amount after applying mobile bid adjustments.	dimension
Modified	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.		metric
Parent Product	Parent Product	The identifier for a main product under which multiple variations (e.g., different sizes or colors) are grouped.	dimension
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
Placement	Placement	The location on a website or app where an ad appears.	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
Potential Impressions	Potential Impressions	The estimated number of times an advertisement or content could be displayed to a target audience. This is often a projection of reach within a campaign.	metric
Price	Price	The selling price of a product.	dimension
Product Group	Product Group	A group of products used for targeting and bidding in shopping campaigns.	dimension
Product Group Level 1	Product Group Level 1	The highest level of categorization for product groups.	dimension
Product Group Level 2	Product Group Level 2	The second level of categorization for product groups.	dimension
Product Group Level 3	Product Group Level 3	The third level of categorization for product groups.	dimension
Product Group Level 4	Product Group Level 4	The fourth level of categorization for product groups.	dimension
Product Group Level 5	Product Group Level 5	The fifth level of categorization for product groups.	dimension
Product ID	Product ID	The unique identifier for a product.	dimension
Product Id	Product Id	The unique identifier for a product.	metric
Product Image	Product Image	The image associated with a product.	dimension
Product Pages Bid Adj.	Product Pages Bid Adj.		metric
Product Type	Product Type	A classification that describes the kind of product being advertised.	dimension
Profile Currency	Profile Currency	The currency set at the profile level, used for financial reporting.	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.	dimension
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.		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
Revenue	Revenue	The total income generated from advertising campaigns.	metric
SKU	SKU	The Stock Keeping Unit, an internal alphanumeric code used by retailers to identify products and track inventory.	dimension
SOV Keyword	SOV Keyword	Share of Voice (SOV) for a specific keyword, representing the percentage of times an ad appeared for that keyword compared to all eligible impressions.	dimension
Search (Abs.Top) IS%	Search (Abs.Top) IS%	The percentage of times an ad appeared in the absolute top position of search results out of all eligible impressions for that position.	metric
Search (Top) IS%	Search (Top) IS%	The percentage of times an ad appeared in the top section of search results out of all eligible impressions for the top section.	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
Status	Status	The current operational status of an entity (e.g., Active, Paused, Deleted).	dimension
Store visits (Publisher)	Store visits (Publisher)	The number of physical store visits attributed to ad campaigns, as measured and reported by the publisher.	metric
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 or placement for an ad group or campaign, such as demographic, interest, or geographical targeting. While not a singular field, targeting parameters are part of ad group configurations.	dimension
Title	Title	The main title or name of a product or ad creative.	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.		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
URL Category	URL Category	A classification or label assigned to a URL for organizing and reporting on website content or ad landing pages.	dimension
Upc	Upc	The Universal Product Code, a barcode symbology used for tracking trade items, primarily in North America.	metric
conv	conv	Abbreviation for Conversions, the total number of desired actions taken by users after interacting with an ad.	metric
conversions	conversions	The total number of desired actions taken by users after interacting with an ad.	metric
gross margin	gross margin		metric
gross margin_revenue	gross margin_revenue		metric
imp. share	imp. share	Impression Share, the percentage of impressions that your ads received compared to the estimated number of impressions they were eligible to receive.	metric
new to brand order rate	new to brand order rate	The rate at which new-to-brand customers place orders, calculated as new-to-brand orders divided by relevant impressions or clicks.	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 percentage	new to brand percentage	The percentage of total customers acquired who are new to the brand.	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
new to brand units percentage	new to brand units percentage	The percentage of total units sold that were purchased by new-to-brand customers.	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 total number of orders placed, typically tracked as a conversion event. This falls under general conversion metrics.	metric
orders_revenue	orders_revenue	The revenue generated from orders. The API supports including revenue columns for selected conversion types in reports.	metric
page views	page views	The total number of times pages on a website were viewed.	metric
page_views	page_views	The total number of times pages on a website were viewed.	metric
units 1 day	units 1 day	The number of units sold or converted within a 1-day attribution window.	metric
units 7 day	units 7 day	The number of units sold or converted within a 7-day attribution window.	metric
units sold	units sold	The total number of product units purchased by customers.	metric
videocomplete	videocomplete		metric
videostart	videostart		metric