The hour of the day the ad was run, according to a 24-hour clock. Based on the shop time zone at the moment of the event (or the user time zone, if no sales platform is connected).

Example values: 07, 16, 21

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

Example values: act_2168791943307744, 18ce55770zl, 1986494684391480

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

Example values: Example Shop, example_shop, ES - International

The specific type of action tracked by Facebook Ads. This includes raw action names reported by various Facebook data sources, such as pixel events, app events, and unified totals.

Example values: lead, omni_add_to_cart, offsite_conversion. fb_pixel_initiate_checkout).

The user-friendly name for the action, standardized across Facebook's reporting sources.

Example values: achievements_unlocked, add_payment_info, add_to_cart, add_to_wishlist, app_activations, app_installs, applications_submitted, checkouts_initiated, contacts, donations, game_plays, leads, subscriptions, trials_started, tutorials_completed

Number of times the action occurred within 1 day of viewing the ad.

Example values: 2, 5, 14

Number of times the action occurred within 7 days of viewing the ad.

Example values: 3, 8, 21

Number of times the action occurred within 28 days of viewing the ad.

Example values: 4, 12, 30

Number of times the action occurred within 1 day of clicking the ad.

Example values: 2, 5, 14

Number of times the action occurred within 7 days of clicking the ad.

Example values: 3, 8, 21

Number of times the action occurred within 28 days of clicking the ad.

Example values: 4, 12, 30

Total monetary value attributed to the action when it occurred within 1 day of viewing the ad.

Example values: 4500, 12999, 17500

Total monetary value attributed to the action when it occurred within 7 days of viewing the ad.

Example values: 6000, 17000, 22350

Total monetary value attributed to the action when it occurred within 28 days of viewing the ad.

Example values: 9000, 25000, 31500

Total monetary value attributed to the action when it occurred within 1 day of clicking the ad.

Example values: 4500, 12999, 17500

Total monetary value attributed to the action when it occurred within 7 days of clicking the ad.

Example values: 6000, 17000, 22350

Total monetary value attributed to the action when it occurred within 28 days of clicking the ad.

Example values: 9000, 25000, 31500

The bid amount for the ad.

Example values: 15, 28, 30

The unique ad ID. Assigned by the ad platform.

Example value: 120210439891110007

The URL of the ad image.

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

The internal name of the ad within the ad platform.

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

The ID of the ad post.

Example value: 123456789012345_987654321098765

The status of the ad.

Example values: ACTIVE, PAUSED

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

The format of the ad.

Example values: video, image, carousel, link, VIDEO, GRAPHIC

Currently available for Meta and Axon.

The bid amount for the ad set.

Example values: 25, 35, 40

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

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

Example value: 120210439890740003

The name of the ad set within a campaign.

Example values: Broad Audience, Bracelets, Wellness

The status of the ad set.

Example values: ACTIVE, PAUSED

Details on targeting parameters for the ad set, including specific audience segments.

Learn more about ad set targeting data

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

The specific values associated with the targeting category key, returned as an array.

Learn more about ad set targeting data

The Amazon marketplace ID for the marketplace associated with the order. See

list of marketplace IDs

.

The 10-character alphanumeric code that uniquely identifies a product on Amazon (unique per marketplace). Shows which specific product an Amazon ad or search keyword performance metric is associated with.

Example values: B08N5WRWNW, B0CXYZ1234

The dimension used to break down the data.

• age — Audience age bucket.
• gender — Audience gender category.
• ageGender — Combination of age bucket and gender.
• country — Audience or delivery country.
• region — Sub-country region.
• dma — U.S. Nielsen Designated Market Area (media market).
• frequency — How many times a person saw the ad (bucketed).
• publisherPlatform — App or network where delivery occurred.
• platformPosition — Specific placement/slot within a platform surface.
• publisherPlatformPosition — Combination of platform and placement.

The value of the selected breakdown_dimension. Values differ by dimension and platform.

• age — 25-34, 35-44, 45-54, 55-64, 65+
• gender — female, male, unknown
• ageGender — 25-34|female, 35-44|male, 65+|unknown
• country — US, CA, GB (The breakdown_country_name column provides the corresponding full country name. See list of countries.)
• region — California, New York, Washington, District of Columbia
• dma — Boston (Manchester), Albany-Schenectady-Troy, Dallas-Ft. Worth
• frequency — 1, 6-10, 31+
• publisherPlatform — facebook, instagram, messenger, audience_network, threads, unknown
• platformPosition — feed, facebook_stories, instagram_stories, messenger_stories, facebook_reels, instagram_reels, marketplace, right_hand_column, instream_video, search, video_feeds
• publisherPlatformPosition — facebook|feed, instagram|feed, facebook|facebook_stories, instagram|instagram_reels, facebook|right_hand_column

The country name for the ad breakdown. Only populated when breakdown_dimension is set to country. When no breakdown is set, or when a different breakdown dimension is selected, this column returns NULL. See list of countries.

Example values: United States, Canada, United Kingdom

The bidding strategy for the campaign.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

The time the campaign was created. Formatted according to the ISO 8601 international standard.

Example value: 2019-04-15 08:26:00

Currently available for Meta only.

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

Example values: 23852438666180053, 531011533, 20620285829

The name of the marketing campaign associated with the ad.

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

The status of the campaign.

Example values: ACTIVE, PAUSED

The type of campaign.

Example values: PERFORMANCE_MAX, SEARCH, VIDEO, DEMAND_GEN

The platform through which the ad was delivered.

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

See full list of standardized ad channel IDs

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

The ad distribution format.

Example values: Standard Ad, Dynamic Creative Ad, Unknown

The format of the ad creative.

Example values: SHARE, VIDEO

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

Example value: 1326015151986179

The original currency used in the ad platform, before conversion to the shop's currency. All monetary values are automatically converted to the shop's selected currency for display.

Example values: USD, GBP, EUR

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

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

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

Example value: 358833132159405

The destination URL where users land after clicking the ad. Currently available for Meta, Google, and Pinterest.

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

Indicates whether the UTM setup in the platform is valid.

Possible values: true, false

The unique ID of the shop (often corresponds to the shop domain). Can be used to group or filter data by shop in multi-store reports.

Example values: example-US.myshopify.com, example-EU.myshopify.com

The name of the shop. Can be used to group or filter data by shop in multi-store reports.

Example values: example-US, example-EU

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

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

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

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

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

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

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

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

The cost per acquisition (CPA) goal defined at the ad set level. Represents the maximum amount the advertiser is willing to spend to generate a single conversion within this ad set.

Currently available for Google Ads only.

The return on ad spend (ROAS) goal defined at the ad set level. Indicates the minimum amount of revenue the advertiser aims to generate for each dollar spent within this specific ad set.

Currently available for Google Ads only.

The daily budget (in cents) for the campaign.

Example values: 8000, 10000, 15000

The lifetime budget (in cents) for the campaign.

Example values: 5000, 10000, 20000

The cost per acquisition (CPA) goal defined at the campaign level. Represents the maximum amount the advertiser is willing to spend to generate a single conversion across the campaign.

Currently available for Google Ads only.

The return on ad spend (ROAS) goal defined at the campaign level. Indicates the minimum amount of revenue the advertiser aims to generate for each dollar spent across the entire campaign.

Currently available for Google Ads only.

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

All CPA = Ad Spend / All Conversions

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

The average order value as reported by the ad channel.

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

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

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

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

The average cost for each ad click.

CPC = Ad Spend / Clicks

The cost for 1,000 ad impressions.

CPM = Ad Spend / Impressions x 1000

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

CPOC = Ad Spend / Outbound Clicks

The cost for each visit driven by ads.

CPV = Ad Spend / Number of Visits

The percentage of impressions that result in a click.

Click-Through Rate (CTR) = Clicks / Impressions

Average revenue generated from each outbound click on the ad.

Revenue Per Link Click = Conversion Value / Outbound Clicks

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

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

The percentage of impressions your ads received in the absolute top location (the very first ad above organic results).

Search Absolute Top Impression Share = Search Absolute Top Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of absolute top impressions your ads did not receive because the campaign budget was limited.

Search Budget Lost Absolute Top Impression Share = Search Budget Lost Absolute Top Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of top impressions your ads did not receive because the campaign budget was limited.

Search Budget Lost Top Impression Share = Search Budget Lost Top Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of impressions your ads received on the Search Network out of the total impressions they were eligible to receive.

Search Impression Share = Search Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of impressions your ads did not receive because Ad Rank was too low.

Search Rank Lost Impression Share = Search Rank Lost Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of top impressions your ads did not receive because Ad Rank was too low.

Search Rank Lost Top Impression Share = Search Rank Lost Top Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).

The percentage of impressions your ads received in the top location (any position above organic results).

Search Top Impression Share = Search Top Impressions / Impressions

Note: Accurate only when grouping by ad set (ad group).