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| Category | Field | Code | Description |
|---|---|---|---|
| PERFORMANCE | Impressions | impressions | Sum of the number of ad impressions and the number of unique-by-session email opens collected |
| Clicks | clicks | Number of times an ad was clicked over the date range selected | |
| Cost (USD) | spend | Cost amount in USD | |
| Cost (account currency) | spend_campaignCurrency | Cost amount in your campaign currency | |
| CTR | ctr | Click-through rate, percentage of impressions that resulted in a click. Click-through rate. CTR (%) = Clicks / Impression * 100 | |
| CPC | cpc | Cost per click, spend divided by the number of clicks, in USD. CPC ($) = Spend / Clicks | |
| CPM | cpm | Cost per thousand impressions, average cost to have your ad serve 1000 times, in USD. CPM ($) = Spend / Impressions * 1000 | |
| CONVERSIONS | Conversions | conversions | Conversions (count) = View Conversions + Click Conversions |
| Conversion rate | conversionRate | Percentage of conversions per the amount of clicks | |
| Click-through conversions | clickThroughs | Click-through conversions amount | |
| View-through conversions | viewThroughs | View-through conversions amount | |
| CTC rate | ctcRate | Click-through conversion rate, percentage of clicks that resulted in a click conversion. CTC Rate (%) = Click-through conversions / Clicks * 100 | |
| VTC rate | vtcRate | The percentage of impressions that resulted in a view-through conversion. VTC Rate (%) = View-through conversions / Impressions * 100 | |
| Revenue | revenue | Revenue (amount) = View Revenue + Click Conversions | |
| Revenue (account currency) | revenue_campaignCurrency | Revenue (amount) in your campaign currency | |
| Click revenue | clickRevenue | Click revenue amount | |
| View revenue | viewRevenue | View revenue amount | |
| CPA | cpa | Cost per acquisition, spend divided by the number of conversions. CPA ($) = Spend / Conversions | |
| Click CPA | clickCPA | Cost per click acquisition, spend divided by the number of click conversions. Click CPA ($) = Spend / Click Conversions | |
| View CPA | viewCPA | View CPA ($) = Cost / View-through | |
| ROI | roi | Return on investment: The profit per dollar spent on ads. ROI (x) = (Click Revenue + View Revenue) / Cost | |
| Click ROI | clickROI | Click return on investment: Profit per dollar spent, generated from conversions that happen after someone clicks the ad. Click ROI (x) = Click Revenue / Cost | |
| View ROI | viewROI | View return on investment: Profit per dollar spent, generated from conversions that happen after someone views the ad. View ROI (x) = View Revenue / Cost | |
| VISITORS | New visitors | newVisitors | Number of new visitors who came to the site after viewing a prospecting ad |
| Engaged visitors | engagedVisitors | Number of new visitors who have viewed at least 3 pages on the site after viewing a prospecting ad | |
| Non-bounced visitors rate | nonBouncedVisitorsRate | Percentage of new visitors who have viewed more than one page after viewing a prospecting ad. Non-Bounced Visitors Rate (%) = Non-bounced visitors / New visitors * 100 | |
| New visitor cost | newVisitorCost | Cost for each new visitor that came to the site after viewing a prospecting ad (newVisitorCost = Cost / New visitors) | |
| Engaged visitor cost | engagedVisitorCost | Cost for each new visitor that has viewed at least 3 pages on the site after viewing a prospecting ad. Engaged visitor cost = Cost / Engaged visitors) | |
| Sends | sends | Number of emails sent by a campaign | |
| AUDIENCE PERFORMANCE | Audience total size | audienceSizeTotal | Number of total audiences |
| Audience current size | audienceSizeCurrent | Number of current audiences | |
| GRANULAR CONVERSIONS | Attributed conversions | attributedConversions | The number of conversions attributed to your AdRoll ads based on your selected attribution model |
| SEGMENT | Segment conversion value (USD) | conversionValue | Value of a conversion from the segment (in USD) |
| PLACEMENT | Average order value | avg_order_value | Average revenue per attributed conversion |
| AUDIENCE | Synced audience size | audienceSyncSize | The size of the synced audience |
| DEPRECATED | Total visitors (deprecated) | totalVisitors | Number of total visitors. Please note that this field will be removed on 2019-02-27 |
| Bounced visitors | bouncedVisitors | Visitors who have only viewed one page and left the site after viewing a prospecting ad. Please note that this field will be removed on 2022-04-28 | |
| Bounce rate | bounceRate | Percentage of new visitors who have only viewed one page and left the site after viewing a prospecting ad. Bounce Rate (%) = Bounced visitors / New visitors * 100. Please note that this field will be removed on 2022-04-28 | |
| Audience new size | audienceSizeNew | Number of new audiences who came to the site after viewing a prospecting ad. Please note that this field will be removed on 2022-04-28 | |
| Non-bounced visitors | nonBouncedVisitors | Visitors who have only viewed more than one page after viewing a prospecting ad. Please note that this field will be removed on 2022-04-28 |