The Ads table aggregates data on advertising campaigns from various platforms, detailing when ads were run, through which channels, and their performance metrics such as spend, clicks, and conversions. By querying this table, users can uncover insights into the effectiveness of their ad campaigns across different platforms, optimize ad spend, and improve targeting strategies to enhance overall ad performance.

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Note

event_date is a required field for queries on this table.

Dimensions

Dimensions are immutable properties that can be used for grouping data.

NameTypeDescriptionSource
event_datedateThe date the ad was run. Based on the time zone of the shop at the moment of publishing.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_date.daydateThe day on which the ad was run. Derived from event_date.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_date.weekdateThe Sunday of the week during which the ad was run. Derived from event_date.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_date.monthdateThe month during which the ad was run. Derived from event_date.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_date.quarterdateThe first month of the quarter during which the ad was run. Derived from event_date.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_date.yeardateThe year during which the ad was run. Derived from event_date.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
event_hourstringThe 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
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
channelstringThe platform through which the ad was delivered.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
campaign_idstringThe unique ID for the marketing campaign associated with the ad. Assigned by the publisher platform.

Example values: 23852438666180053, 531011533, 20620285829
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
ad_set_idstringThe unique ID for the ad set within a campaign. Assigned by the publisher platform.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Klaviyo, Taboola, Outbrain
ad_idstringThe unique ad ID. Assigned by the publisher platform.

Example value: 120210439891110007
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Taboola, Outbrain
campaign_namestringThe name of the marketing campaign associated with the ad.

Example values: Catalog Retargeting, US | Generic | Search, Breakfast of Champions Campaign
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
ad_set_namestringThe name of the ad set within a campaign.

Example values: Broad Audience, Bracelets, Wellness
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Klaviyo
ad_namestringThe name of the specific ad.

Example values: Kids Ad 1, Read Our Latest Blog 03/12/2023, 8 best fall looks
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Taboola, Outbrain
ad_statusstringThe status of the ad.

Example values: active, paused
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Outbrain
campaign_statusstringThe status of the campaign.

Example values: active, paused
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Klaviyo
adset_statusstringThe status of the adset.

Example values: active, paused
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Klaviyo
currencystringThe currency used in the ad platform.

Example values: USD, GBP, EUR
Criteo, Yotpo Email and SMS, Taboola, Outbrain
ad_copystringThe full text (copy) of the ad.Facebook, Google, TikTok
ad_image_urlstring[The URL of the ad image.

Example value: https://www.example.com/ad-image.jpg
Facebook, Google, TikTok
ad_typestringThe format of the ad.

Example values: video, image, copy
Facebook, Google, TikTok
video_urlstringThe URL of the ad video.

Example values: https://www.youtube.com/embed/example
Facebook, Google, TikTok
breakdown_dimensionstringThe dimension used to break down the data (e.g. country, gender, age, publisher platform, frequency).Facebook, Google, TikTok, Mountain
breakdown_valuestringThe value of the breakdown dimension.Facebook
campaign_daily_budgetstringThe daily budget set for the campaign. By default shown in the shop's currency.Facebook, Criteo
adset_daily_budgetstringThe daily budget set for the ad set within a campaign. By default shown in the shop's currency.Facebook, Criteo
campaign_lifetime_budgetstringThe total budget set for the campaign over its lifetime. By default shown in the shop's currency.Facebook, Criteo
adset_lifetime_budgetstringThe total budget set for the ad set within a campaign over its lifetime. By default shown in the shop's currency.Facebook, Criteo
campaign_bid_strategystringThe bidding strategy for the campaign.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP
Criteo, Facebook
adset_bid_strategystringThe bidding strategy for the ad set.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP
Criteo, Facebook
ad_bid_amountstringThe bid amount for the ad.

Example values: 15, 28, 30
Facebook
adset_bid_amountstringThe bid amount for the ad set.

Example values: 25, 35, 40
Facebook
amazon_marketplace_idstringThe Amazon marketplace ID for the marketplace associated with the order. See list of marketplace IDs.Amazon
amazon_report_typestringThe type of report generated for Amazon advertising activities (e.g. sponsored products, sponsored brands, sponsored display).Amazon

Measures

Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.

NameTypeDescriptionSource
spendnumericThe total advertising expenditure from all ad channels (excluding custom ad spend). By default shown in the shop's currency.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Yotpo Email and SMS, Taboola, Outbrain
clicksnumericThe total number of clicks on the ad.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
visitsnumericVisits to the website or landing page from the ad.Criteo, Mountain, Taboola
outbound_clicksnumericThe total number of clicks from the ad leading to an external website.Facebook
impressionsnumericThe total number of times the ad was displayed.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Taboola, Outbrain
meta_conversion_valuenumericThe total value of purchases made on your Facebook or Instagram shop. By default shown in the shop's currency.Facebook
meta_purchasesnumericThe total number of purchases made on your Facebook or Instagram shop.Facebook
conversion_valuenumericThe total conversion value for all purchases (includes meta_conversion_value). By default shown in the shop's currency.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
conversionsnumericThe number of purchases attributed to the ad.Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
all_conversionsnumericThe total number of conversions of all types (e.g. purchases, registrations, subscriptions, applications) attributed to the ad.Google, Taboola, Outbrain
all_conversion_valuenumeric
one_day_view_purchasesnumericThe total number of purchases made within one day of viewing the ad.Facebook, Criteo
one_day_view_conversion_valuenumericThe total value of purchases made within one day of viewing the ad.Facebook, Criteo
thruplaysnumericThe number of times a video ad was played to completion or for at least 15 seconds.Facebook
reachnumericThe total number of unique individuals who saw the ad.Facebook
inline_post_engagementnumericThe engagement (likes, shares, comments) with the ad.Facebook
three_second_video_viewnumericThe number of times a video ad was viewed for at least 3 seconds.Facebook, Google, TikTok, Twitter

Derived

Derived fields are metrics that are pre-calculated using multiple measures or advanced formulas.

NameTypeDescriptionSource
roasformulaTotal revenue generated relative to ad spend.

Formula:
safe_divide(SUM(conversion_value), sum(spend)) roas
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain
cpmformulaCost of 1,000 impressions of the ad.

Formula:
safe_divide(SUM(spend), sum(impressions)) * 1000 cpm
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Yotpo Email and SMS, Taboola, Outbrain
ctrformulaRatio of visitors who click on a specific link to the total number of visitors who viewed the ad.

Formula:
safe_divide(SUM(clicks), sum(impressions)) ctr
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Taboola, Outbrain
cpcformulaCost for each click on an ad.

Formula:
safe_divide(SUM(spend), sum(clicks)) cpc
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Yotpo Email and SMS, Taboola, Outbrain
cpaformulaCost to acquire a single paying customer.

Formula:
safe_divide(SUM(spend), SUM(conversions)) cpa
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Yotpo Email and SMS, Taboola, Outbrain
cpocformulaCost for each click leading out from the publisher platform to an external website.

Formula:
safe_divide(SUM(spend), SUM(outbound_clicks)) cpoc
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Yotpo Email and SMS, Taboola, Outbrain
revenue_per_link_clickformulaAverage revenue generated from each outbound click on the ad.

Formula:
safe_divide(SUM(conversion_value), SUM(outbound_clicks)) revenue_per_link_click
Facebook, Google, TikTok, Twitter, Pinterest, Snapchat, Bing, Amazon, Criteo, Mountain, Klaviyo, Yotpo Email and SMS, Taboola, Outbrain