Amazon Marketing Cloud: Most-used fields

The name assigned to an ad group, which is a structural component within a campaign used to organize creatives, budgets, and targeting.

A unique identifier for an ad group, which organizes creatives, budgets, targeting, and other settings within a campaign.

The type of Amazon Ads product responsible for the traffic event attributed to a conversion (e.g., 'sponsored_products', 'sponsored_brands', 'sponsored_display', 'sponsored_television', or NULL for Amazon DSP events).

The number of times a product was added to a shopping cart after an ad interaction.

The name of the business entity running advertising campaigns on Amazon.

A unique identifier for the advertiser account. AMC APIs can manage AMC instances and accounts.

The time zone configured for the advertiser's account, used for timestamp conversions and reporting.

The family or type of web browser used by the user who interacted with the ad.

The name of the advertising campaign.

The calendar date when a marketing campaign is scheduled to conclude.

The end date of the campaign, represented in Coordinated Universal Time (UTC).

The unique identifier for an advertising campaign.

The calendar date when a marketing campaign is scheduled to begin.

The start date of the campaign, represented in Coordinated Universal Time (UTC).

The classification or type of the advertising campaign, such as Sponsored Products, Sponsored Brands, or Sponsored Display.

The advertising or sales platform (e.g., Amazon DSP, Sponsored Ads, Amazon Live, social media, advertiser's website) through which an ad event or conversion is attributed.

The number of times an ad was clicked. AMC reports over event-level Amazon Ads inputs such as clicks.

The percentage of ad interactions that resulted in a conversion.

The total number of successful user actions (conversions) attributed to advertising efforts.

Information pertaining to the advertisement's creative content, which can include its name, ID, or type.

The unique identifier for a specific advertising creative.

The dimensions (width x height) of an ad creative, which can vary based on the ad format and placement (e.g., 300x250 for a medium rectangle or 320x50 for a mobile banner).

The classification of the advertisement's creative format or style.

The ISO 4217 code for the currency used in financial metrics (e.g., 'USD', 'EUR').

The actual search query entered by a customer that led to an ad impression or click.

The date associated with the reported marketing or conversion event. This could refer to a traffic event date or a conversion event date within Amazon Marketing Cloud analyses.

The date in Coordinated Universal Time (UTC) for which the data is reported.

The number of days in the reporting period or a duration.

The number of times a product's detail page was viewed after an ad interaction.

The number of detail page views that resulted from a click on an ad.

The number of detail page views that resulted from an impression (view-through) rather than a click.

The number of times a product's detail page was viewed.

The type of device used by the customer (e.g., mobile, desktop, tablet).

The count of unique users, or the minimum required user count, used to determine if a row passes Amazon Marketing Cloud's aggregation threshold rules for privacy-safe reporting.

The number of detail page views.

The end date for the reporting period.

A unique identifier for an entity within the Amazon Marketing Cloud, such as an account, campaign, or creative. This ID is used to reference specific advertising components.

This field specifies a column to indicate whether data rows have been adjusted due to not meeting minimum distinct user count requirements. If this field is provided, rows that do not meet these requirements will have values in sensitive columns removed, and the output will be re-aggregated. Otherwise, such rows are completely filtered out of the workflow output.

The average number of times a unique user is exposed to an advertisement within a given period.

A categorized range representing the number of times a user was exposed to an ad.

The hour of the day when a specific event or activity occurred, useful for granular time analysis.

Represents the hour of the day when an event occurred, derived from event timestamps.

This field indicates the type of identifier used for audience resolution and data matching, such as adUserId, hashed personally identifiable information (PII), Mobile Ad IDs (IDFA and AAID), or external IDs provided by identity onboarding partners.

The total cost associated with impressions.

The date on which an advertisement impression occurred.

The month in Coordinated Universal Time (UTC) when the impression occurred.

The year in Coordinated Universal Time (UTC) when the impression occurred.

The number of times an ad or product was displayed to a customer.

The keyword targeted by an advertising campaign.

A granular component within an advertising campaign that defines specific targeting, bidding, and creative assignments. It serves as a dimension to aggregate report data.

The scheduled end date for a specific line item within an advertising campaign.

The end date of the line item, represented in Coordinated Universal Time (UTC).

A unique identifier for the line item.

The scheduled start date for a specific line item within an advertising campaign.

The start date of the line item, represented in Coordinated Universal Time (UTC).

The classification or category of an advertising line item, such as display, video, or sponsored ads.

The type of match used for keywords in a campaign (e.g., exact, phrase, broad).

Product sales attributed to new-to-brand customers.

The number of purchases made by new-to-brand customers.

The aggregated total product sales attributed to new-to-brand customers.

The aggregated total number of purchases made by new-to-brand customers.

Product sales attributed to existing customers (not new-to-brand).

The number of purchases made by existing customers (not new-to-brand).

The aggregated total product sales attributed to existing customers (not new-to-brand).

The aggregated total number of purchases made by existing customers (not new-to-brand).

The percentage of sales or customers that are identified as new-to-brand (NTB), indicating the effectiveness of advertising in attracting new customers.

Product sales attributed to new-to-brand customers, meaning customers who had not purchased from the brand on Amazon in the past 12 months.

The number of purchases made by customers identified as new to the brand.

The total sales revenue generated from customers who are new-to-brand (NTB).

The number of units sold to new-to-brand customers.

The number of unique users identified as new-to-brand (NTB) who made a purchase.

The operating system of the device used by the user who interacted with the ad.

The S3 bucket path where the generated report file is stored, including prefixes for the AMC instance name, workflow ID, and schedule type (daily, weekly, or adhoc).

The sales (in local currency) of promoted ASINs and brand halo ASINs purchased on Amazon, attributed to an ad view or click.

The rate at which ad interactions lead to a purchase.

The number of customer purchases, often attributed to traffic events.

The percentage of the target audience that was reached by the campaign.

Return on Ad Spend, a metric calculating the revenue generated for every dollar spent on advertising.

The sales revenue used to calculate Return on Ad Spend (ROAS).

The brand-specific sales revenue used to calculate Return on Ad Spend (ROAS).

The total sales revenue generated.

The total sales revenue specifically for the brand.

The website or placement where the ad was displayed.

The total cost incurred for an advertising campaign or specific ad activity.

The start date for the reporting period.

The cost associated with acquiring advertising inventory or media supply.

This field describes the inventory where a campaign ran, which can include real-time bidding exchanges or Amazon-owned sites.

The end of the time period for which data is reported.

The start of the time period for which data is reported.

The overall total number of clicks on ads.

The overall total cost incurred for the advertising activity.

The total number of times a product's detail page was viewed.

The total number of detail page views driven by ad clicks.

The total number of detail page views driven by ad impressions (view-through).

The overall total number of detail page views.

The total number of times an ad was displayed. AMC reports over event-level Amazon Ads inputs such as impressions.

The aggregate monetary value of all product sales.

The aggregate count of all purchases.

The aggregated monetary value of all sales generated.

The Amazon Standard Identification Number (ASIN) of the product that is being tracked for advertising performance.

The date on which a specific traffic event, such as an impression or click, occurred.

The specific date on which an advertising traffic event, such as an ad impression or click, was recorded.

The specific classification of a traffic event, such as an impression, click, or video view, as reported within Amazon Ads.

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

The number of individual units of a product that were sold.

The conversion rate indicating the proportion of users who complete a purchase.

The number of unique users who completed a conversion event.

The total number of unique users who completed one or more purchases within the analyzed time frame. This can be derived using distinct user counts on purchase events.

The week in Coordinated Universal Time (UTC) when the conversion event occurred.