Adform (Buyer): Most-used fields

The date on which a conversion event associated with a campaign or ad interaction was recorded.

A segment of a Data Management Platform (DMP) audience that was used in ad delivery or targeting.

The date representing the start of the week.

The week number within the year.

The year in which the ad event occurred.

Indicates whether a campaign or line item is currently active. This field can be used for filtering reports.

The classification of the ad creative, e.g., display, video, native.

Indicates the specific level of granularity for reporting or configuring ad serving, such as campaign, line item, or banner level.

Describes the method used for ad delivery, distinguishing between different approaches like Real-Time Bidding (RTB) or direct deals.

The total number of video starts, including both auto-play and user-initiated video plays. Only unique starts are reported.

Represents the percentage of a video ad that was played to 100% completion. This is a metric indicating full video view-through.

Represents the percentage of a video ad that was played to at least 25% completion. This is a metric indicating partial video view-through.

Represents the percentage of a video ad that was played to at least 50% completion. This is a metric indicating partial video view-through.

Represents the percentage of a video ad that was played to at least 75% completion. This is a metric indicating partial video view-through.

A unique identifier for the advertiser account.

The name of the advertiser.

The unique identifier for the agency associated with the campaign or advertiser.

The average number of times a unique user was shown an ad.

The average number of times an ad is delivered to the same user across different devices within a defined time frame. This metric helps understand user exposure across their various devices.

The average time an ad was viewable on screen.

The name or identifier of the creative banner used in the ad campaign.

A custom label assigned to banners for reporting data in different splits.

The identifier for the first custom attribute associated with a banner, allowing for custom grouping or filtering of banner data.

Groups information by Banner Attribute 2, which is a user-defined property of a banner.

Groups information by Banner Attribute 3, which is a user-defined property of a banner.

The format or layout specification of the ad banner, such as size or type.

Unique identifier for the format of the banner ad.

A global unique identifier for the banner ad.

A unique identifier for the ad banner.

The dimensions (e.g., width x height) of the ad banner.

The specific type of the ad banner creative.

The weighting assigned to a banner for ad serving rotation, influencing its frequency of display.

Indicates whether the item (e.g., impressions, clicks) was booked or reserved.

The number of clicks that were booked or reserved for a campaign.

The number of impressions that were booked or reserved for a campaign.

The amount of time booked for a campaign or ad placement.

The web browser used by the user when viewing the ad.

The allocated financial budget for a campaign, defining the total spend limit.

The method of purchasing ad inventory, such as programmatic or direct.

The name or identifier of the advertising campaign.

A unique identifier for a campaign, primarily used for financial tracking and billing purposes.

The total allocated budget for a specific campaign, as defined within the Adform platform.

Represents the actual amount of money spent against a campaign's budget.

The currency in which the campaign budget and costs are reported.

The scheduled end date of the campaign.

A unique identifier for the advertising campaign.

A unique identifier for an advertising campaign.

An identifier that references the manager or entity responsible for the specific campaign.

The purchase order number associated with a campaign, used for internal or external procurement and financial reconciliation.

The date on which the advertising campaign is scheduled to begin.

The current status of the campaign (e.g., active, paused, completed).

The specific type of a campaign, such as Google, Microsoft, display, search (non-API), social media, real-time bidding (RTB), affiliate, or email.

The geographical timezone setting for the campaign, which impacts scheduling of ad delivery and the reporting of time-based metrics.

The classification or category of the advertising campaign (e.g., brand awareness, direct response).

The marketing or media channels through which an ad campaign is delivered, such as Display, Affiliate, Email, or Social Media.

The city of the user's location.

The total number of clicks on an ad.

The number of unique clicks within a campaign per day, counting each user's click once per campaign per day.

The number of unique clicks within a campaign, counting each user's click once per campaign.

The number of clicks recorded, with 'lineItemDayUnique' indicating that clicks are counted uniquely per line item per day.

The number of unique clicks within a line item, counting each user's click once per line item.

The number of unique clicks on a media asset, counting each user's click once per media.

The number of first-party clicks for the selected dimension, with data limited to specific vendors and publishers.

The total number of clicks attributed across multiple devices.

The name of the client or advertiser associated with the campaign.

A unique identifier for the client or advertiser.

A unique identifier for a client or advertiser account.

The continent of the user's location.

The total number of conversions recorded.

The total number of conversions attributed to all ad interactions.

The number of conversions attributed to a user clicking on an ad.

The number of conversions attributed to a user viewing an ad impression without clicking.

The count of user actions, such as purchases or sign-ups, attributed to a specific conversion type.

The count of user actions, such as purchases or sign-ups, attributed to a specific conversion type.

The number of conversions for a specific conversion type, Conversion Type 3.

The number of conversions where the conversion event was a download.

The number of conversions where the conversion event occurred on an information page.

The number of conversions where the conversion event occurred on a product page.

The number of conversions where the conversion event occurred on a sign-up page.

The number of conversions where the conversion event occurred on a thank you page.

The total number of all recorded conversions, regardless of type or category.

The total number of conversions attributed to post-click ad interactions.

The total number of conversions from a tracked website for a specific conversion type, including all conversions from relevant tracking points.

All conversions of a specific type (conversionType2), representing desired actions taken by users.

All conversions of a specific type (conversionType3), representing desired actions taken by users.

The total number of conversions attributed to a 'thank you page' category.

The number of all Conversion pageviews displayed as a sum for all tracked conversion pages, with the possibility to change uniqueness settings for this metric.

The number of conversions where the page category is a 'Thank You Page'.

The total number of conversions attributed across multiple devices.

The total number of cross-device conversions, where 'adInteraction=all' indicates that all types of ad interactions are considered for attribution.

The number of cross-device conversions for Conversion Type 1.

The number of cross-device conversions for Conversion Type 2.

The number of cross-device conversions where the conversion event was a download.

The number of cross-device conversions where the conversion event occurred on an information page.

The number of cross-device conversions where the conversion event occurred on a product page.

The number of cross-device conversions where the conversion event occurred on a sign-up page.

The number of cross-device conversions where the conversion event occurred on a thank you page.

The duration, in hours, for which a cookie remains active after a user click for attribution purposes.

The duration, in seconds, considered for a recent click in cookie-based attribution models.

The duration, in seconds, considered for a recent view (impression) in cookie-based attribution models.

The duration, in hours, for which a cookie remains active after a user view (impression) for attribution purposes.

Technical dimension that groups information by a visitor's cookie acceptance setting (e.g., 'Enabled', 'Disabled', 'Opt out').

The total cost associated with the ad campaign or specific ad activity.

The fixed cost incurred for the specified metric.

The maximum possible cost incurred for the specified metric.

The cost incurred from Real-Time Bidding (RTB) activities.

The cost incurred, expressed in US Dollars.

The country from which the ad interactions originated.

The timestamp indicating when an entity or record was created.

The Click-Through Rate, calculated as clicks divided by impressions, indicating the effectiveness of an ad.

The currency code used for budget, cost, and other financial metrics within a campaign.

The currency code used for financial transactions.

The date for which the data is reported.

A unique identifier representing the specific date for which reporting data is aggregated.

Represents the date when a record, such as a statistic or metadata entry, was last modified or updated in the Adform platform. This field is commonly used to track data freshness or for filtering data within a specific time frame.

A dimension representing the specific day and month for which the data is reported.

The day of the week when the ad event occurred (e.g., Monday, Tuesday).

The name or identifier of a programmatic deal used to purchase ad inventory.

A unique identifier for a programmatic deal.

A unique identifier assigned by Adform to a specific advertising deal.

The total number of clicks that were successfully registered or delivered.

The total number of ad impressions that were delivered to users.

The specific model of the device used by the user.

The type of device (e.g., desktop, mobile, tablet) on which the ad was displayed.

The vendor or manufacturer of the device used by the user.

Groups data by DMP (Data Management Platform) audiences that were used (included or excluded) in Real-Time Bidding (RTB) to win an impression.

Groups data by DMP (Data Management Platform) Data Provider Segments that were used in creatives to show an impression.

Specifies the types or formats of advertisements handled by the Demand-Side Platform (DSP), such as display, video, or native ads.

This dimension groups data by Dynamic Ad Version, representing a single set of data variables and values used for messaging.

The effective cost-per-click, calculated based on the maximum cost type for advertising, indicating the cost for each user click.

The total number of impressions that were eligible to be displayed.

The end date of a campaign or other time-bound entity, following ISO-8601 format.

The total number of user interactions or engagements with an ad.

Impressions that resulted in user engagement beyond just being viewable.

The digital platforms or contexts where ads are served, such as websites, mobile applications, or connected TV.

A specific user interaction or action tracked within a banner or ad.

The total count of all tracked events or user interactions.

The number of times a video ad started playing.

The average number of times a unique user was exposed to a campaign's ads.

A unique identifier for an entity.

The total number of times an ad was displayed.

The number of unique impressions within a campaign per day, counting each user's impression once per campaign per day.

The number of unique impressions within a campaign, counting each user's impression once per campaign.

The number of unique impressions within a line item, counting each user's impression once per line item.

The number of unique impressions for a media asset, counting each user's impression once per media.

The total number of times an ad was displayed, specifically reported from the Adform data source.

The number of times a visitor with a first-party ID sees an ad on a publisher's site.

Impressions delivered to users across multiple devices.

The share of impressions for the selected dimension in relation to the total number of impressions.

The industry sector or vertical associated with the advertiser or campaign.

A unique identifier for the specific source of ad inventory where ads can be displayed.

The language setting of the user's web browser.

The name of the line item within a campaign.

An AdGap ID used to facilitate comparison between Advertiser and Publisher reports by providing a unique identifier per line item.

The scheduled end date of the line item.

A unique identifier for the line item.

The scheduled start date of the line item.

The unique identifier for the manager responsible for the campaign or account.

The total number of impressions that were eligible for viewability measurement.

The number of measurable impressions within a campaign, indicating impressions that met certain measurement criteria, counting each user once per campaign.

The number of measurable impressions for a media asset, indicating impressions that met certain measurement criteria, counting each user once per media.

The specific media placement or ad slot where the ad was displayed.

A unique identifier for the media placement where the ad was displayed.

The month component of the date for which the data is reported.

The unique identifier for the month in which the ad was served.

The number of times a user's mouse pointer hovered over an ad.

The monetary amount related to media spend or revenue.

The gross monetary amount, including all fees and taxes.

The net monetary amount, excluding certain fees or taxes.

The second net monetary amount type, used for specific financial calculations.

The total monetary amount for the selected period, calculated across all transactions.

The gross price of media, including all fees and taxes.

The net price of media, excluding certain fees or taxes.

The second net price type of media, used for specific cost calculations.

The name of an entity.

The advertising network or publisher network where the ads were served.

Groups data by the Adform Network ID.

The percentage of new visits to the website or landing page.

The number of impressions that were not deemed viewable according to IAB standards.

The operating system of the device used by the user.

The name or identifier of an order, which is a grouping level for managing line items within a campaign.

A unique identifier for an order.

The specific web page on which an ad was displayed or a tracked event occurred.

The unique identifier for a specific page, commonly used as a dimension to group metrics and analyze performance by page.

The total number of times a page was viewed.

The total number of pageviews across all tracked pages.

The total number of pageviews that occurred after an ad click.

The total number of pageviews that occurred after an ad impression.

The number of times pages were viewed by unique visitors, distinguished using ID Fusion across different devices, domains, and browsers for all campaign sites.

The booking or buy type of the selected ad placement, such as Impressions (CPM), Clicks (CPC), Viewable Impressions (vCPM), or Conversions.

The monetary cost associated with an ad impression, click, or conversion. This can vary based on the calculation method, such as net, gross, fixed, or RTB pricing.

The geographic region of the user's location.

The number of impressions that were fully loaded and displayed in the user's browser.

The number of unique impressions where the ad creative was fully rendered within a campaign, counting each user once per campaign.

The number of unique impressions where the ad creative was fully rendered for a media asset, counting each user once per media.

Fees included by Adform in Real-Time Bidding (RTB) transactions.

The cost associated with cross-device targeting in Real-Time Bidding (RTB).

The source of the ad inventory acquired through Real-Time Bidding.

The cost of media purchased through Real-Time Bidding.

Fees associated with serving rich media ads in Real-Time Bidding (RTB) transactions.

The total revenue or value generated from conversions.

The total number of sales conversions, aggregating all conversion types, as tracked and reported by Adform.

The number of sales conversions categorized under 'conversionType1', as defined in the Adform platform.

The number of sales conversions categorized under 'conversionType2', as defined in the Adform platform.

Groups information by Search Engine account.

The name of the connector or platform where the data originated.

The start date of a campaign or other time-bound entity, following ISO-8601 format.

The current operational status of an entity, such as active or paused.

A more specific classification or category for a campaign or line item.

The name or description of the ad tag.

Unique identifier for the ad tag.

A unique identifier for a tag, used for matching Adform's statistics to Media's data.

The time zone setting for a campaign, used for scheduling and reporting data.

The priority assigned to different tracking methods for attributing conversions.

Indicates whether tracking is enabled for a specific entity or feature.

Indicates whether view-through conversions are enabled for tracking, attributing conversions to ad impressions.

The domain used for tracking ad interactions and conversions.

A flag indicating if tracking is enabled for user interactions.

A unique identifier for a specific tracking setup.

The process of setting up, scheduling, and managing ad campaigns and creative assets within an ad server for delivery.

The category or classification type of an entity.

The number of served impressions that were not measured for viewability.

The percentage of total clicks that represent unique users clicking on an advertisement.

The percentage of unique tracked ads (formerly known as impressions) in relation to all registered tracked ads.

The number of unique users who were exposed to the ad or campaign.

A metric representing the unique number of users reached within a specific campaign, ensuring that each user is counted only once per campaign.

The percentage of unique users who were reached by the advertising campaign.

The timestamp indicating when an entity or record was last updated.

The date when the record or associated entity was last updated.

The number of times a video advertisement was played as a direct result of user interaction.

Impressions that have been verified against specific quality criteria, such as viewability standards.

The total number of times a video ad played to 100% completion.

The total number of events related to video ad playback.

The percentage of the video ad that was played by users.

The number of video plays that reached 100% completion.

The number of video plays that reached 25% completion.

The number of video plays that reached 50% completion.

The number of video plays that reached 75% completion.

The number of times a video ad started playing.

The number of times a video ad was played for at least 25% of its duration.

This metric indicates that 50% of a video ad has been viewed, based on the percentage of video watched.

This metric indicates that 75% of a video ad has been viewed, based on the percentage of video watched.

The rate at which video advertisements began playing, typically calculated as video starts divided by impressions or video load events.

The number of ad impressions that met the IAB viewability standards.

The number of unique impressions that were deemed viewable according to IAB standards within a campaign, counting each user once per campaign.

The number of unique impressions that were deemed viewable according to IAB standards for a media asset, counting each user once per media.

The percentage of the ad's area that was visible for a 'first level' viewability measurement, which can be based on custom thresholds beyond standard IAB definitions.

The duration (in seconds) that the 'first level' of an ad's viewability criteria was met. This relates to custom viewability thresholds.

The percentage of the ad's area visible for a 'second level' viewability measurement, which is part of Adform's additional viewability services with custom thresholds.

A boolean indicator specifying whether Adform's 'second level' viewability measurement service, which offers custom thresholds, is active for the campaign.

The duration (in seconds) that the 'second level' of an ad's viewability criteria was met. This relates to custom viewability thresholds from Adform's additional services.

The percentage of the ad's area visible for a 'third level' viewability measurement, provided by Adform's additional viewability services with custom thresholds.

A boolean indicator specifying whether Adform's 'third level' viewability measurement service, which offers custom thresholds, is active for the campaign.

The duration (in seconds) that the 'third level' of an ad's viewability criteria was met. This relates to custom viewability thresholds from Adform's additional services.

The number of unique visitors who interacted with the ad or website.

The year component of the date for which the data is reported.

The year component of the date for which the data is reported.

A combined dimension representing the year and month of the data reporting period.