| avgengagementtime | NUMERIC | Average Engagement Time | This metric shows the average engagement time of visible banners. A banner is visible when at least X % of its area is visible in user's screen. X parameter is collected from Campaign Details page. Three timed events are considered during calculation - mouse-over time, video play time, and expansion time. Measurement is based on sampled data. |
| avgviewabilitytime | NUMERIC | Average Viewability Time | This metric shows the average amount of time that users actually saw a viewable banner in their screen. TIP: A viewable impression is defined in the Ad Viewability settings, visible in the Campaign Details. |
| banner | TEXT | Banner | This dimension groups information by banner for Display campaigns, or by Adgroup for Search campaigns. Banner is an advertisement vehicle. The banner is displayed through different medias/publishers on different placements. Adgroup contains one or more keywords used in Search Engine campaigns. |
| banner_attribute1 | TEXT | Banner Attribute1 | This dimension groups information by Banner Attribute 1. Banner attribute is a user-defined property of a banner. Banner Attribute 1 is usually assigned to the banner batch column in Banner Overview page. |
| banner_size | TEXT | Banner Size | This dimension groups information by banner size. Banner size is shown as "width x height" in pixels, e.g. 300 x 250. |
| banner_type | TEXT | Banner Type | This dimension groups information by creative material type. Most common banner types include Flash, Image, Rich Media, Link, Keyword and other. |
| buy_type | TEXT | Buy Type | This dimension indicates the booking/buy types of the selected placement. Possible values - Impressions (CPM), Clicks (CPC), Viewable Impressions (vCPM), Days, Weeks, Months and Conversions. |
| campaign | TEXT | Campaign | This dimension shows and groups information by campaign. The campaign is the base item in Adform system, it contains media, placements, banners. |
| campaign_id | TEXT | Campaign_ID | This dimension groups data by Adform campaign ID. |
| campaign_type | TEXT | Campaign Type | This dimension groups information by campaign type. Campaign type can be assigned in Campaign Details page, possible values - Display, Affiliate, Email, Social Media and other. |
| clicks | NUMERIC | Clicks | This metric shows the number of clicks for the selected dimension. A click occurs when a user interacts with the advertisement by engaging a mouse button (usually the left) while the mouse pointer is hovering over the advertisement. |
| clicks_to_landing_page | NUMERIC | Clicks To Landing Page | This metric shows the percentage of clicks ending up as visits on the landing page for the selected dimension. |
| clickscrossdevice | NUMERIC | Clicks Cross Device | This metric shows the number of times that users clicked on a banner and were directed to an advertiser's destination. When selecting uniqueness levels, a user is considered unique across all their devices and identifiers. TIP - User engagements with rich media banners, e.g., click on video play start button, are not taken into account. |
| client | TEXT | Client | Displays client/advertiser information. Used to group campaigns, in benchmarking reports etc. |
| conversions | NUMERIC | Conversions | A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews displayed as a sum for all tracked conversion pages. |
| conversions_allcampaign | NUMERIC | Conversions for all Campaign interactions only | Display site tracking statistics for all Campaign ad interaction only |
| conversions_allnoncampaign | NUMERIC | Conversions for all Non Campaign interactions only | Display site tracking statistics for all Non Campaign ad interaction only |
| conversions_download | NUMERIC | Conversions for Download Pages | Display statistics for Download page category only |
| conversions_homepage | NUMERIC | Conversions for Home Pages | Display statistics for Home page category only |
| conversions_infopages | NUMERIC | Conversions for Info Pages | Display statistics for Info Pages page category only |
| conversions_landingpages | NUMERIC | Conversions for Landing Pages | Display statistics for Landing Pages page category only |
| conversions_nonepages | NUMERIC | Conversions for None defined category of Pages | Display statistics for None defined page category only |
| conversions_postclick | NUMERIC | Conversions for post Click interactions only | Display site tracking statistics for post Click ad interaction only |
| conversions_postimpression | NUMERIC | Conversions for post Impression interactions only | Display site tracking statistics for post Impression ad interaction only |
| conversions_productpage | NUMERIC | Conversions for Product Pages | Display statistics for Product page category only |
| conversions_recentclick | NUMERIC | Conversions for recent Click interactions only | Display site tracking statistics for recent Click ad interaction only |
| conversions_recentimpression | NUMERIC | Conversions for recent Impression interactions only | Display site tracking statistics for recent Impression ad interaction only |
| conversions_signuppages | NUMERIC | Conversions for Sign Up Pages | Display statistics for Sign Up page category only |
| conversions_thankyoupage | NUMERIC | Conversions for Thank you Pages | Display statistics for Thank you page category only |
| conversions_type1 | NUMERIC | Conversions Type 1 | |
| conversions_type2 | NUMERIC | Conversions Type 2 | |
| conversions_type3 | NUMERIC | Conversions Type 3 | |
| conversionsall | NUMERIC | Conversions (all) | A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews, displayed as a sum for all tracked conversion pages. It has predefined Uniqueness of 'No Repeat', which means that Conversion pageviews, generated by the same user within 15 minutes, are excluded. |
| cost | NUMERIC | Cost | This metric shows the cost value for the selected dimension (usually on a media, placement (line item) level). Please check documentation for more details. |
| cost_by_sales | NUMERIC | Cost By Sales | This metric shows Cost value divided by Sales value. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign. Sales is a system variable and represents the returned value of a campaign. |
| cost_non_view | NUMERIC | Cost Non View | This metric shows the cost value taking into account the percentage of non-viewable and undetermined impressions. TIP - Check documentation for more details. |
| cost_post_click | NUMERIC | Cost Post Click | This metric shows the post click conversions cost. |
| cost_view | NUMERIC | Cost View | This metric shows the cost value taking into account the percentage of viewable impressions. TIP - Check documentation for more details. |
| country | COUNTRY | Country | Geographical dimension, groups information by visitor's country e.g. Denmark, UK, USA, etc. |
| cov | NUMERIC | Cov | This metric shows the conversion rate for the selected dimension. Calculated as conversions divided from clicks, in percent. |
| ctr | PERCENT | Ctr | This metric shows click-through rate for the selected dimension. It is a percentage of users who have been exposed to an advertisement and then clicked. Calculated as clicks divided from impressions, in percent. |
| ctr_adjusted | NUMERIC | Ctr Adjusted | This metric shows click-through rate for the selected dimension. It is a percentage of users who have been exposed to an advertisement and then clicked. Calculated as clicks divided from impressions, in percent. This metric considers all tag serving types such as Impressions, Invisible, Offile, etc. except for Clicks in order to assure consistent metric values. |
| ctr_unique | NUMERIC | Ctr Unique | This metric shows unique click-through rate for the selected dimension. It is a percentage of unique users who have been exposed to an advertisement and then clicked. Calculated as campaign unique clicks divided from campaign impressions, in percent. |
| ctr_view | NUMERIC | Ctr View | This metric shows the percentage of impressions that resulted in a click, taking into account only those impressions that were actually in the users' screens. |
| date | DATE | Date | This dimension groups information by date when a transaction happened. |
| device_type | TEXT | Device type | Technical dimension, groups data by device type, which can be - Desktop and Laptop, Small Screen Phone, Smart Phone, Tablet, Other Mobile, Media Hub, Console, TV, eReader, Smart Watch, Smart Speaker. It shows what share of traffic comes from different device types. |
| ecpa | NUMERIC | Effective Cost per Action | This metric shows effective Cost per Conversion (ID Fusion) with the conversion pages listed as a sum. Here, the user may have interacted with the campaign and website on different devices. |
| ecpc | NUMERIC | Effective Cost per Click | This metric shows cost per click for the selected dimension. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign. |
| ecpm | NUMERIC | Effective Cost per Thousand Impressions | This metric shows cost per mille (thousand impressions) for the selected dimension. TIP: to report on eCPM (Reach) metric set Uniqueness as “Campaign Unique” and Cost type as “RTB” in metric settings. |
| engagements | NUMERIC | Engagements | This metric shows the count of user interactions with a banner. User interactions are tracked as user-initiated banner events for Rich Media, Flash and Image banner types. Examples of user-initiated banner events are mouse-over (only if > 1 sec.), video play button press, close button press, etc. Not user-initiated banner events are not included into this metric, except for auto-expand event. Examples of not user-initiated banner event are Floating Banner Shown, 25% of Video Play, etc. |
| engaging_impressions | NUMERIC | EngagingImpressions | This metric shows the sum of impressions, where at least one engagement occurred during each impression. Engagements are tracked as user-initiated banner events for Rich Media, Flash and Image banner types. Examples of user-initiated banner events are mouse-over (only if > 1 sec.), video play button press, close button press, etc. |
| event | TEXT | Event | This dimension groups information by banner event name. Banner events can be implemented in flash banners in order to track user interactions with banners, such as expands, clicks on play button, etc. |
| events | NUMERIC | Events | This metric shows how many times an event has been invoked in a banner. Events can be implemented in flash banners in order to track user interactions with banners, such as expands, clicks on play button, etc. Tip - use with dimension Event Name if several different events are implemented. |
| hour | TEXT | Hour | Time dimension, groups information by hour of the day (values from 0 to 23). |
| impressions | NUMERIC | Impressions | This metric shows the number of tracked ads (formerly known as impressions) and includes both rendered and served-but-not-rendered ads. Both client-initiated and server-initiated measurement is taken into account. Only client-initiated measurement is compliant with Media Rating Council (MRC) guidelines. |
| line_item | TEXT | LineItem | This dimension groups information by Line Item. Line Item is an advertisement spot on a media/publisher. |
| line_item_end_date | DATE | Line Item End Date | This dimension displays Line Item end date collected from Mediaplan scheduler. |
| line_item_id | TEXT | Line Item ID | This dimension groups data by Adform Line Item ID. |
| line_item_label1 | TEXT | Line Item Label 01 | This dimension groups data by Line Item Label 01 |
| line_item_label10 | TEXT | Line Item Label 1 | This dimension groups data by Line Item Label 10 |
| line_item_label11 | TEXT | Line Item Label 11 | This dimension groups data by Line Item Label 11 |
| line_item_label12 | TEXT | Line Item Label 12 | This dimension groups data by Line Item Label 12 |
| line_item_label13 | TEXT | Line Item Label 13 | This dimension groups data by Line Item Label 13 |
| line_item_label14 | TEXT | Line Item Label 14 | This dimension groups data by Line Item Label 14 |
| line_item_label15 | TEXT | Line Item Label 15 | This dimension groups data by Line Item Label 15 |
| line_item_label16 | TEXT | Line Item Label 16 | This dimension groups data by Line Item Label 16 |
| line_item_label17 | TEXT | Line Item Label 17 | This dimension groups data by Line Item Label 17 |
| line_item_label18 | TEXT | Line Item Label 18 | This dimension groups data by Line Item Label 18 |
| line_item_label19 | TEXT | Line Item Label 19 | This dimension groups data by Line Item Label 19 |
| line_item_label2 | TEXT | Line Item Label 02 | This dimension groups data by Line Item Label 02 |
| line_item_label20 | TEXT | Line Item Label 20 | This dimension groups data by Line Item Label 20 |
| line_item_label3 | TEXT | Line Item Label 03 | This dimension groups data by Line Item Label 03 |
| line_item_label4 | TEXT | Line Item Label 04 | This dimension groups data by Line Item Label 04 |
| line_item_label5 | TEXT | Line Item Label 05 | This dimension groups data by Line Item Label 05 |
| line_item_label6 | TEXT | Line Item Label 06 | This dimension groups data by Line Item Label 06 |
| line_item_label7 | TEXT | Line Item Label 07 | This dimension groups data by Line Item Label 07 |
| line_item_label8 | TEXT | Line Item Label 08 | This dimension groups data by Line Item Label 08 |
| line_item_label9 | TEXT | Line Item Label 09 | This dimension groups data by Line Item Label 09 |
| line_item_start_date | DATE | Line Item Start Date | This dimension displays Line Item start date collected from Mediaplan scheduler. |
| measurable_impressions | NUMERIC | Measurable Impressions | This metric shows the part of measured impressions that were actually in the users' screens, calculated as the percentage of viewable impressions in relation to measurable impressions |
| media | TEXT | Media | Media/publisher is the provider of online advertising space, such as an online newspaper, social network site or other. |
| mpamount | NUMERIC | Media Plan Amount | This metric shows the spent amount visible in the Mediaplan. It can be set to show gross amount or net amount. Could be used to report on the cost and fee breakdown of a campaign. |
| mpnetamount | NUMERIC | Media Plan Net Amount | This metric shows the net spent amount visible in the Mediaplan. |
| pageviewsall | NUMERIC | Total Pageviews | This metric shows the number of all tracked pages (tracking points) pageviews, displayed as a sum for all tracked pages. |
| roi | NUMERIC | Roi | This metric shows the return of investment. A positive value corresponds to capital growth, a negative value corresponds to capital decay, and a value of 0% corresponds to no change. It is calculated as (Sales - Cost) / Cost * 100%, or as (Sales - RTB Budget Spent) / RTB Budget Spent * 100% in case of Real Time Bidding campaign. |
| rtb_domain | TEXT | Rtb Domain | This dimension groups data by RTB domain. RTB domains show 2nd level URLs of publisher sites (e.g. cnn.com), where a banner was displayed when impression was registered. RTB domain values are tracked and sent to Adform by AdExchanges. |
| rtb_inventory_source | TEXT | Rtb Inventory Source | Groups information by RTB Inventory Source. Inventory source is an ad exchange, which can be selected for running a Real Time Bidding campaign, e.g. Admeld, Microsoft Ad Exchange, etc. |
| rtbbids | NUMERIC | Real-Time Bidding Bids | This metric shows the number of offers done by Adform in attempt to win an impression on an ad exchange auction. |
| rtbwinrate | NUMERIC | Real-Time Bidding Win Rate | This metric shows the proportion of impressions (won bids) in total number of bids (attempts to win an impression). Calculated as Impressions / Bids in %. |
| sales | NUMERIC | Sales | This metric shows the sales value collected from all visits on tracked pages and is an Order level variable. Collected only if variable is implemented in Tracking points. It has predefined Uniqueness of 'No Repeat', which means that sales value form pageviews, generated by the same user within 15 minutes, are excluded. |
| salesall | NUMERIC | Total Sales | This metric shows the sales value collected from all visits on tracked pages. Collected only if variable is implemented in Tracking points. |
| tag | TEXT | Tag | Tag is a small piece of code used to track online advertisements. This dimension groups information in relations to tags, it could be used to show rotators information. |
| totalcost | NUMERIC | Total Cost | This metric shows the cost value for the selected dimension (usually on a media, placement (line item) level). Please check documentation for more details. (Duplicate) |
| unique__impressions_percent | PERCENT | Unique Impressions Percent | This metric shows the percentage of unique tracked ads(formerly known as impressions) in relation to all registered tracked ads |
| video_views_100 | NUMERIC | Video views 100 | This metric shows 100% of the interactions with video banners,where banner events are implemented. Interactions such as Play, Pause, Stop, Sound On,and others can be reported |
| video_views_25 | NUMERIC | Video views 25 | This metric shows at least 25% of the interactions with video banners,where banner events are implemented. Interactions such as Play, Pause, Stop, Sound On,and others can be reported |
| video_views_50 | NUMERIC | Video views 50 | This metric shows at least 50% of the interactions with video banners,where banner events are implemented. Interactions such as Play, Pause, Stop, Sound On,and others can be reported |
| video_views_75 | NUMERIC | Video views 75 | This metric shows at least 75% of the interactions with video banners,where banner events are implemented. Interactions such as Play, Pause, Stop, Sound On,and others can be reported |
| viewimpressions | NUMERIC | Viewable Impressions | This metric shows the number of eligible impressions that were actually in the users' screens. According to IAB standards, an impression is counted as viewable when at least 50 % of the banner area is visible in the user's screen for at least 1 second; at least 30% of the large (greater than 242,000 pixels) banner area is visible in the user's screen for at least 1 second; at least 50% of the in-stream video is visible in the user's screen for at least 2 seconds. This metric is accredited by Media Rating Council (MRC) only when reported together with 'Ad Creative Type' dimension. |
| visitors | NUMERIC | Visitors | Shows the number of unique visitors in advertiser's website for the selected tracking setup. |
| visits | NUMERIC | Visits | Shows the number of visits in advertiser's website for the selected tracking setup. |
