Event Hour

event_hour

string

The hour of the day the ad was run, according to a 24-hour clock. Based on the time zone of the shop at the moment of publishing.

Example values: 07, 16, 21

Event Date

event_date

date

The date the ad was run. Based on the time zone of the shop at the moment of publishing.

Event Day

event_date.day

date

The day on which the event occurred. Derived from event_date.

Event Week

event_date.week

date

The Sunday of the week during which the event occurred. Derived from event_date.

Event Month

event_date.month

date

The month during which the event occurred. Derived from event_date.

Event Quarter

event_date.quarter

date

The first month of the quarter during which the event occurred. Derived from event_date.

Event Year

event_date.year

date

The year during which the event occurred. Derived from event_date.

Ad Account ID

account_id

string

The unique ID for the ad account associated with the ad. Assigned by the ad platform.

Example values: act_2168791943307744, 18ce55770zl, 1986494684391480

Ad Account Name

account_name

string

The name of the advertiser's account as defined in the ad platform.

Example values: Example Shop, example_shop, ES - International

Ad Bid Amount

ad_bid_amount

string

The bid amount for the ad.

Example values: 15, 28, 30

Ad Copy

ad_copy

string

The full text (copy) of the ad.

Ad ID

ad_id

string

The unique ad ID. Assigned by the ad platform.

Example value: 120210439891110007

Ad Image URL

ad_image_url

string

The URL of the ad image.

Example value: https://www.example.com/ad-image.jpg

Ad Name

ad_name

string

The internal name of the ad within the ad platform.

Example values: Kids Ad 1, Blog 03/12/2023, 10460_video_black_#5

Ad Status

ad_status

string

The status of the ad.

Example values: ACTIVE, PAUSED

Ad Title

ad_title

string

The external, published title that viewers see when the ad is served.

Example values: UP TO 50% OFF, The Hype Is Real, Trusted by 4 Million+ Women Worldwide

Ad Type

ad_type

string

The format of the ad.

Example values: video, image, copy

Ad Set Bid Amount

adset_bid_amount

string

The bid amount for the ad set.

Example values: 25, 35, 40

Ad Set Bid Strategy

adset_bid_strategy

string

The bidding strategy for the ad set.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

Ad Set ID

adset_id

string

The unique ID for the ad set associated with the ad click. Assigned by the ad platform.

Example value: 120210439890740003

Ad Set Name

adset_name

string

The name of the ad set within a campaign.

Example values: Broad Audience, Bracelets, Wellness

Ad Set Status

adset_status

string

The status of the ad set.

Example values: ACTIVE, PAUSED

Ad Set Targeting

adset_targeting

record repeated

Details on targeting parameters for the ad set, including specific audience segments. Learn more about ad set targeting data

Target Key

adset_targeting.target_key

string

The targeting category key within the ad set (e.g., location, age, gender). Learn more about ad set targeting data

Example values: age_min, age_max, geo_locations_countries, device_platforms, genders

Target Values

adset_targeting.target_values

record repeated

The specific values associated with the targeting category key, returned as an array. Learn more about ad set targeting data

Amazon Marketplace ID

amazon_marketplace_id

string

The Amazon marketplace ID for the marketplace associated with the order. See list of marketplace IDs.

Amazon Report Type

amazon_report_type

string

The type of report generated for Amazon advertising activities (e.g. sponsored products, sponsored brands, sponsored display).

Breakdown Dimension

breakdown_dimension

string

The dimension used to break down the data, e.g., Country, Gender, Age, Ad Platform, Frequency.

Breakdown Value

breakdown_value

string

The value of the breakdown dimension.

Campaign Bid Strategy

campaign_bid_strategy

string

The bidding strategy for the campaign.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

Campaign ID

campaign_id

string

The unique ID for the marketing campaign associated with the ad. Assigned by the ad platform.

Example values: 23852438666180053, 531011533, 20620285829

Campaign Name

campaign_name

string

The name of the marketing campaign associated with the ad.

Example values: Catalog Retargeting, US Generic Search, Breakfast of Champions Campaign

Campaign Status

campaign_status

string

The status of the campaign.

Example values: ACTIVE, PAUSED

Channel

channel

string

The platform through which the ad was delivered.

Example values: facebook-ads, google-ads, tiktok-ads

Creative CTA Type

creative_cta_type

string

The type of call-to-action button displayed on the ad, indicating the action the advertiser wants users to take.

Example values: SHOP_NOW, LEARN_MORE

Creative Distribution Format

creative_distribution_format

string

The ad distribution format.

Example values: Standard Ad, Dynamic Creative Ad, Unknown

Creative Format

creative_format

string

The format of the ad creative.

Example values: SHARE, VIDEO

Creative ID

creative_id

string

The unique identifier assigned to the creative asset by the ad platform.

Example value: 1326015151986179

Currency

currency

string

The currency used in the ad platform.

Example values: USD, GBP, EUR

Custom Conversions

custom_conversions

record repeated

Custom conversions defined by the user in the ad platform.

Custom Conversion Name

custom_conversions.custom_conversion_name

string

The name of the custom conversion event, defined by the user in the ad platform.

Example values: $65+ Purchase, NC Purchase, Over60Value

Custom Conversion ID

custom_conversions.custom_conversion_id

string

The unique ID of the custom conversion event, assigned by the ad platform.

Example value: 358833132159405

One-Day Click Custom Conversions

custom_conversions.one_day_click

numeric

Number of conversions (for the custom conversion event) within one day of clicking the ad.

Seven-Day Click Custom Conversions

custom_conversions.seven_day_click

numeric

Number of conversions (for the custom conversion event) within seven days of clicking the ad.

One-Day View Custom Conversions

custom_conversions.one_day_view

numeric

Number of conversions (for the custom conversion event) within one day of viewing the ad.

Seven-Day View Custom Conversions

custom_conversions.seven_day_view

numeric

Number of conversions (for the custom conversion event) within seven days of viewing the ad.

Destination URL

destination_url

string

The destination URL where users land after clicking the ad.

Example value: https://www.myshop.com/products/productA

URL Template

url_template

string

A template URL used to dynamically populate ad URLs with relevant tracking parameters.

Example value: utm_source=facebook&utm_campaign={{campaign.name}}

Video URL

video_url

string

The direct link to the video ad hosted on the ad platform.

Example value: https://www.youtube.com/embed/abcdef12345

Video URL Iframe

video_url_iframe

string

The iframe embed code for displaying the video ad within a web page or app.

Example value: https://www.facebook.com/plugins/ video.phpwidth=1080&href=https:// www.facebook.com/123456789/videos/987654321

Video URL Source

video_url_source

string

The direct file path to the hosted video source, typically used for playback.

Example value: https://video-ord5-2.xx.fbcdn.net/o1/v/t2/f2/m69/example-video.mp4?_nc_ht=video-ord5-2.xx.fbcdn.net&_nc_cat=111& oh=1234567890abcdef&oe=67C3D77F

Ad Set Daily Budget

adset_daily_budget

numeric

The daily budget (in cents) set for the ad set within a campaign. By default shown in the shop's currency.

Example values: 1750, 6000, 40000

Ad Set Lifetime Budget

adset_lifetime_budget

numeric

The total budget (in cents) set for the ad set within a campaign over its lifetime. By default shown in the shop's currency.

Example values: 5000, 10000, 20000

All Conversion Value

all_conversion_value

numeric

Revenue generated from channel-reported conversions of all types (e.g. purchases, registrations, add-to-carts).

All Conversions

all_conversions

numeric

The total number of channel-reported conversions of all types (e.g. purchases, registrations, add-to-carts).

Campaign Daily Budget

campaign_daily_budget

numeric

The daily budget (in cents) for the campaign.

Example values: 8000, 10000, 15000

Campaign Lifetime Budget

campaign_lifetime_budget

numeric

The lifetime budget (in cents) for the campaign.

Example values: 5000, 10000, 20000

Clicks

clicks

numeric

Number of channel-reported clicks.

Channel-Reported Conversion Value

conversion_value

numeric

Revenue generated from channel-reported conversions (purchases).

Channel-Reported Conversions (Purchases)

conversions

numeric

Number of channel-reported conversions (purchases).

Engagements

engagements

numeric

Number of interactions with the ad (likes, shares, etc).

Follows

follows

numeric

Number of new follows attributed to the ad.

Impressions

impressions

numeric

Number of channel-reported impressions.

Inline Post Engagement

inline_post_engagement

numeric

Number of inline engagement (likes, shares, comments) with the ad.

One-Day Click Comments

one_day_click_comments

numeric

Number of comments within one day of clicking the ad.

One-Day Click Conversion Value

one_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within one day of clicking the ad.

One-Day Click Likes

one_day_click_likes

numeric

Number of likes within one day of clicking the ad.

One-Day Click Link Clicks

one_day_click_link_clicks

numeric

Number of link clicks within one day of clicking the ad.

One-Day Click Conversions (Purchases)

one_day_click_purchases

numeric

Number of channel-reported conversions (purchases) made within one day of clicking the ad.

One-Day Click Reactions

one_day_click_reactions

numeric

Number of reactions within one day of clicking the ad.

One-Day Click Shares

one_day_click_shares

numeric

Number of shares within one day of clicking the ad.

One-Day View Conversion Value

one_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within one day of viewing the ad.

One-Day View Conversions (Purchases)

one_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made within one day of viewing the ad.

Onsite Conversion Value

onsite_conversion_value

numeric

Revenue from channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop).

Onsite One-Day Click Conversion Value

onsite_one_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within one day of clicking the ad.

Onsite One-Day Click Conversions (Purchases)

onsite_one_day_click_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within one day of clicking the ad.

Onsite One-Day View Conversion Value

onsite_one_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within one day of viewing the ad.

Onsite One-Day View Conversions (Purchases)

onsite_one_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within one day of viewing the ad.

Onsite Conversions (Purchases)

onsite_purchases

numeric

Number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop).

Onsite Seven-Day Click Conversion Value

onsite_seven_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within seven days of clicking the ad.

Onsite Seven-Day Click Conversions (Purchases)

onsite_seven_day_click_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within seven days of clicking the ad.

Onsite Seven-Day View Conversion Value

onsite_seven_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within seven days of viewing the ad.

Onsite Seven-Day View Conversions (Purchases)

onsite_seven_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within seven days of viewing the ad.

Onsite 28-Day Click Conversion Value

onsite_twenty_eight_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within 28 days of clicking the ad.

Onsite 28-day Click Conversions (Purchases)

onsite_twenty_eight_day_click_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within 28 days of clicking the ad.

Onsite 28-Day View Conversion Value

onsite_twenty_eight_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within 28 days of viewing the ad.

Onsite 28-day View Conversions (Purchases)

onsite_twenty_eight_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop) within 28 days of viewing the ad.

Outbound Clicks

outbound_clicks

numeric

Number of channel-reported outbound clicks.

Reach

reach

numeric

The total number of unique individuals who saw the ad.

search_absolute_top_impression_share

numeric

The percentage of your Search ad impressions that are shown in the most prominent Search position.

search_budget_lost_absolute_top_impression_share

numeric

The number estimating how often your ad wasn't the very first ad among the top ads in the search results due to a low budget.

Reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_budget_lost_top_impression_share

numeric

The number estimating how often your ad didn't show adjacent to the top organic search results due to a low budget.

Reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_impression_share

numeric

The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive.

Reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

search_rank_lost_impression_share

numeric

The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank.

Reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_rank_lost_top_impression_share

numeric

The number estimating how often your ad didn't show adjacent to the top organic search results due to poor Ad Rank.

Reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_top_impression_share

numeric

The impressions you've received among the top ads compared to the estimated number of impressions you were eligible to receive among the top ads.

Reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999. Top ads are generally above the top organic results, although they may show below the top organic results on certain queries.

Seven-Day Click Comments

seven_day_click_comments

numeric

Number of comments within seven days of clicking the ad.

Seven-Day Click Conversion Value

seven_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within seven days of clicking the ad.

Seven-Day Click Likes

seven_day_click_likes

numeric

Number of likes within seven days of clicking the ad.

Seven-Day Click Link Clicks

seven_day_click_link_clicks

numeric

Number of link clicks within seven days of clicking the ad.

Seven-Day Click Conversions (Purchases)

seven_day_click_purchases

numeric

Number of channel-reported conversions (purchases) made within seven days of clicking the ad.

Seven-Day Click Reactions

seven_day_click_reactions

numeric

Number of reactions within seven days of clicking the ad.

Seven-Day Click Shares

seven_day_click_shares

numeric

Number of shares within seven days of clicking the ad.

Seven-Day View Conversion Value

seven_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within seven days of viewing the ad.

Seven-Day View Conversions (Purchases)

seven_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made within seven days of viewing the ad.

Ad Spend

spend

numeric

Channel-reported ad spend, excluding any custom expenses marked as ad spend.

Three-Second Video View

three_second_video_view

numeric

The number of times a video ad was viewed for at least 3 seconds (thumbstop ratio).

Thruplays

thruplays

numeric

The number of times a video ad was played to completion or for at least 15 seconds.

Twenty-Eight-Day Click Conversion Value

twenty_eight_day_click_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within 28 days of clicking the ad.

Twenty-Eight-Day Click Link Clicks

twenty_eight_day_click_link_clicks

numeric

Number of link clicks within 28 days of clicking the ad.

Twenty-Eight-Day Click Conversions (Purchases)

twenty_eight_day_click_purchases

numeric

Number of channel-reported conversions (purchases) made within 28 days of clicking the ad.

Twenty-Eight-Day View Conversion Value

twenty_eight_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within 28 days of viewing the ad.

Twenty-Eight-Day View Conversions (Purchases)

twenty_eight_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made within 28 days of viewing the ad.

Video 100% Watched

video_p100_watched

numeric

The number of times a video ad was watched for 100% of the video.

Video 25% Watched

video_p25_watched

numeric

The number of times a video ad was watched for 25% of the video.

Video 50% Watched

video_p50_watched

numeric

The number of times a video ad was watched for 50% of the video.

Video 75% Watched

video_p75_watched

numeric

The number of times a video ad was watched for 75% of the video.

Video 95% Watched

video_p95_watched

numeric

The number of times a video ad was watched for 95% of the video.

Visits

visits

numeric

Number of channel-reported visits.

All Cost Per Acquisition (All CPA)

all_cpa

formula

Cost per conversion of all types (e.g. purchases, registrations, subscriptions, applications).

All CPA = Ad Spend / All Conversions

All Return on Ad Spend

all_roas

formula

Revenue generated per dollar spent on ads, for channel-reported conversions of all types (e.g. purchases, registrations, subscriptions, applications).

All ROAS = All Conversion Value / Ad Spend

Average Order Value

aov

formula

The average order value as reported by the ad channel.

Channel-Reported AOV = Channel-Reported Conversion Value / Number of Channel-Reported Conversions

Conversion Rate

conversion_rate

formula

The percentage of visits that convert into orders, as reported by the channel.

Channel-Reported Conversion Rate = Number of Channel-Reported Conversions / Number of Visits

Cost Per Acquisition

cpa

formula

The cost to acquire a single conversion, as reported by the channel.

Channel-Reported CPA = Ad Spend / Number of Channel-Reported Conversions

Cost Per Click

cpc

formula

The average cost for each ad click.

CPC = Ad Spend / Clicks

Cost Per Mille

cpm

formula

The cost for 1,000 ad impressions.

CPM = Ad Spend / Impressions x 1000

Cost Per Outbound Click

cpoc

formula

Cost for each click leading out from the ad platform to an external website.

CPOC = Ad Spend / Outbound Clicks

Cost Per Visit

cpv

formula

The cost for each visit driven by ads.

CPV = Ad Spend / Number of Visits

Click-Through Rate

ctr

formula

The percentage of impressions that result in a click.

Click-Through Rate (CTR) = Clicks / Impressions

Revenue Per Link Click

revenue_per_link_click

formula

Average revenue generated from each outbound click on the ad.

Revenue Per Link Click = Conversion Value / Outbound Clicks

Channel-Reported Return on Ad Spend

roas

formula

Revenue generated per dollar spent on ads, as reported by the channel.

Channel-Reported ROAS = Channel-Reported Conversion Value / Ad Spend