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| Category | Field | Code | Type | Description |
|---|---|---|---|---|
| TIME | Year | year | dim | Year, e.g. 2017 |
| Year of week (Sun-Sat) | yearOfWeek | dim | Year of week for US weeks, e.g. 2017 | |
| Year of week (Mon-Sun) | yearOfWeekIso | dim | Year of week for ISO weeks, e.g. 2017 | |
| Year & month | yearMonth | dim | Year and month, e.g. 2017|06 | |
| Quarter | quarter | dim | Business quarter, e.g. Q1 | |
| Month | month | dim | Month, e.g. 6 | |
| Year & week (Sun-Sat) | yearWeek | dim | US week number, e.g. 51 | |
| Year & week (Mon-Sun) | yearWeekIso | dim | Year and week for ISO weeks, e.g. 2017|08 | |
| Week (Sun-Sat) | week | dim | Day of week name for US weeks, e.g. 0 Sunday | |
| Week (Mon-Sun) | weekIso | dim | ISO week number, e.g. 51 | |
| Day of month | dayOfMonth | dim | ||
| Day of week (Mon-Sun) | dayOfWeekName | dim | Day of week name for US weeks, e.g. 0 Sunday | |
| Day of week (Mon-Sun) | dayOfWeekNameIso | dim | Day of week name for US weeks, e.g. 0 Sunday | |
| Date | date | dim | Date, e.g. 2017-01-31 | |
| ADVERTISER | Advertiser | advertisableName | dim | Advertiser profile |
| Advertiser EID | advertisableEid | dim | EID of the advertiser | |
| Advertiser status | advertisableStatus | dim | Status of the advertiser: admin_review, approved or rejected | |
| Advertiser created date | advertisableCreatedDate | dim | Date the advertiser profile was created | |
| Advertiser currency | advertisableCurrency | dim | Currency code (ISO-4217) use by the advertiser's account | |
| Is advertiser active | advertisableIsActive | dim | Whether or not the advertiser is currently active | |
| Business unit | businessUnit | dim | The business unit this Advertisable has signed up for | |
| Advertiser URL | url | dim | Advertiser's URL | |
| Organization EID | organization | dim | EID of the advertiser's organization | |
| Click-through conversions duration (days) | clickThroughConversionWindow | dim | Duration of the advertiser's Click-through conversions conversion window in days | |
| View-through conversions duration (days) | viewThroughConversionWindow | dim | Duration of the advertiser's View-through conversions window in days | |
| Rev share view | revshareViewPercent | dim | Percentage of the rev share views | |
| Rev share click | revshareClickPercent | dim | Percentage of the rev share clicks | |
| CAMPAIGN | Campaign | campaignName | dim | Name of the campaign |
| Campaign EID | campaignEid | dim | EID of the campaign | |
| Campaign type | campaignType | dim | Type for the campaign: prospecting, blended or retargeting | |
| Campaign status | campaignStatus | dim | Status of the campaign: running, ended, paused, review, draft, rejected or deleted | |
| Campaign currency | campaignCurrency | dim | ISO-4217 currency code for the given amount | |
| Budget | budget | dim | Daily budget of the campaign | |
| Max CPM | maxCpm | dim | Maximum CPM for the campaign | |
| Campaign created date | campaignCreatedDate | dim | Date the campaign was created | |
| Campaign updated date | campaignUpdatedDate | dim | Date the campaign was last updated | |
| Channel | channel | dim | Campaign channel: email, social or web | |
| Campaign start date | startDate | dim | Date the campaign started | |
| Campaign end date | endDate | dim | Date the campaign ended, exclusive | |
| KPI currency | kpiCurrency | dim | ISO 4217 currency code for kpiGoal. If not provided assume the currency provided at the Advertiser level | |
| KPI goal | kpiGoal | dim | Goal for the kpiMetric that drives the campaign's bid strategy. Null for automatic | |
| KPI metric | kpiMetric | dim | Metric being targeted by the campaign's bid strategy | |
| Source | source | dim | Service responsible for the creation of the campaign | |
| ADGROUP | Adgroup | adgroupName | dim | Name of the adgroup |
| Adgroup EID | adgroupEid | dim | EID of the adgroup | |
| Adgroup status | adgroupStatus | dim | Adgroup status: approved, paused, draft, rejected or deleted | |
| Adgroup created date | adgroupCreatedDate | dim | Date the adgroup was created | |
| Adgroup updated datetime | adgroupUpdatedDate | dim | Date the adgroup was last updated | |
| Is adgroup active | adgroupIsActive | dim | Whether or not the adgroup is currently active | |
| Ad optimization | adOptimization | dim | Strategy used to optimize ads when multiple ads fit a single ad space | |
| Site exclusions | siteExclusions | dim | List of excluded domains for the adgroup, with ad format information, if any | |
| Flights | flights | dim | Scheduled flight periods when ads will be served. Null if there is no limitation | |
| Flight timezone | flightTimezone | dim | Timezone preference of all flights of this adgroup | |
| AD | Ad | adName | dim | Name of the ad |
| Ad EID | adEid | dim | EID of the ad | |
| Ad type | adType | dim | Ad type: liquid, image, flash or ad_network | |
| Ad status | adStatus | dim | Ad status: approved, paused, review, draft, rejected or deleted | |
| Ad created date | adCreatedDate | dim | Date the ad was created | |
| Ad updated date | adUpdatedDate | dim | Date the ad was last updated | |
| Is ad active | adIsActive | dim | Whether or not the ad is currently active | |
| Ad format ID | adFormatID | dim | Corresponding ad format ID in the AdRoll system | |
| Ad format | adFormat | dim | Format string. i.e. '300 wide x 250 high' | |
| Ad format | adFormatName | dim | Format string. i.e. '300x250' | |
| Has future campaigns | hasFutureCampaigns | dim | Whether or not the ad has the possibility of serving based on the adgroups & campaigns in which it inhabits | |
| Ad destination URL | destinationURL | dim | URL that the browser will navigate to when the ad is clicked | |
| utm_source parameter value | utm_source | dim | utm_source parameter value from the destination URL, can be used to join with Google Analytics data | |
| utm_medium parameter value | utm_medium | dim | utm_medium parameter value from the destination URL, can be used to join with Google Analytics data | |
| utm_campaign parameter value | utm_campaign | dim | utm_campaign parameter value from the destination URL, can be used to join with Google Analytics data | |
| utm_term parameter value | utm_term | dim | utm_term parameter value from the destination URL, can be used to join with Google Analytics data | |
| utm_content parameter value | utm_content | dim | utm_content parameter value from the destination URL, can be used to join with Google Analytics data | |
| Ad headline | headline | dim | For Facebook ads, the text to be displayed as the ad's headline | |
| Ad body | body | dim | For Facebook ads, the text to be displayed as the ad's body | |
| Ad message | message | dim | For Facebook Newsfeed ads, the text to be displayed as the ad\s message | |
| Original Ad | originalAd | dim | EID of the ad that was edited to create the ad | |
| Ad source | src | dim | Ad's creative's source URL | |
| Ad image | ad_image | dim | Ad's creative image | |
| Has edits | hasEdits | dim | Whether or not the ad has been edited such that another ad has it's original ad parameter set to this ad's EID | |
| Has pending edits | hasPendingEdits | dim | Whether or not the ad has edits that must be reviewed by an AdRoll administrator | |
| Is outlined | isOutlined | dim | Whether or not an outline has been applied to the ad to satisfy network compliance | |
| Valid click tag | validClicktag | dim | Flag showing if the ad is in flash format, whether or not the clickTAG is compliant | |
| AdRoll EID | adrollEID | dim | AdRoll EID for prospecting ads | |
| Ad height | height | dim | Height in pixels of the ad's creative | |
| Ad width | width | dim | Width in pixels of the ad's creative | |
| Ad outline color | outlineColor | dim | Hexadecimal color code corresponding to the outline of an ad | |
| SEGMENT | Segment EID | eid | dim | EID of the segment |
| Segment name | name | dim | Name of the segment, for use internally and for JS segment matching | |
| Segment type | type | dim | Type of the segment: c or s (c=Conversion, s=Segment) | |
| Segment tags | tags | dim | Tags explicitly assigned to the segment | |
| Segment currency | segmentCurrency | dim | The value of a conversion from this segment | |
| Segment duration | duration | dim | Duration of the segment, in days | |
| Is segment active | isActive | dim | Indicates if segment was deleted or active | |
| Is segment conversion | segmentIsConversion | dim | Is the audience a conversion audience | |
| PLACEMENT | Placement | placement | dim | Placement of the Ad in Facebook. For example "desktop", "feed" |
| AUDIENCE | Audience | audienceName | dim | Name of the audience |
| Audience EID | audienceEid | dim | EID of the audience | |
| Audience type | audienceType | dim | The type of the segment. url, crm, pages_viewed, products_viewed, etc | |
| Audience campaign | audienceCampaign | dim | Campaign for the audience | |
| Advertiser audience | audienceAdvertisable | dim | Advertiser EID for the audience | |
| Audience currency | audienceCurrency | dim | Currency code (ISO-4217) for the audience. Default to the Advertiser's currency | |
| Segment EID | segmentEID | dim | EID of the segment | |
| Description | description | dim | Pieces to build the Audience's description formatted following the type | |
| Audience created date | audienceCreatedDate | dim | Date the audience was created | |
| Inclusion | inclusion | dim | Is the audience an inclusion audience | |
| Is conversion audience | isConversion | dim | Is the audience a conversion audience | |
| GRANULAR CONVERSIONS | AdRoll conversion ID | adrollConversionId | dim | The unique identifier for the attributed or influenced conversion |
| Device | device | dim | The device where the conversion happened | |
| Conversion time | time | dim | When the conversion happened | |
| Country | country | dim | The country where the conversion happened | |
| Country code | countryCode | dim | The two-letter code of the country where the conversion happened | |
| City | city | dim | The city where the conversion happened | |
| Cookie | cookie | dim | The AdRoll cookie that was used to track this conversion's journey | |
| Ad size | adSize | dim | Size of the converting ad | |
| Referrer URL | referrerURL | dim | URL preceding the conversion | |
| Days to conversion first touch | daysToConversionFirstTouch | dim | Time from first AdRoll touch to conversion (days) | |
| Days to conversion last touch | daysToConversionLastTouch | dim | Time from last AdRoll touch to conversion (days) | |
| First touch timestamp | firstTouchTimestamp | dim | When the first AdRoll touch occurred | |
| Last touch timestamp | lastTouchTimestamp | dim | When the final AdRoll touch occurred | |
| External data | externalData | dim | Data recorded by the AdRoll Pixel on the conversion event | |
| Last touch attribution | lastTouchAttribution | dim | True if it has been attributed as last touch | |
| Touchpoint timestamp | touchpointTimestamp | dim | The last preceding AdRoll touchpoint, such as an impression or a click | |
| Attribution credit | attributionCredit | dim | The type of credit assigned: "attributed" or "influenced" | |
| Attribution model | attributionModel | dim | The attribution model applied at the time of conversion | |
| DEPRECATED | Placement targets | placementTargets | dim | List of strings for an adgroup's placement targets. Each entry can have a value of: all, newsfeed or rightcolumn. Please note that this field will be removed on 2020-04-28 |
| Is a B2B customer | advertisableIsB2B | dim | Whether or not the advertiser is a B2B customer. Please note that this field will be removed on 2022-04-28 | |
| Segments | segments | dim | List for the segments attached to the adgroup. Each entry has "id" and "is_negative" fields. Please note that this field will be removed on 2020-04-28 | |
| Platform targets | platformTargets | dim | List for the adgroup's platform targets. Please note that this field will be removed on 2020-04-28 | |
| PERFORMANCE | Impressions | impressions | met | Sum of the number of ad impressions and the number of unique-by-session email opens collected |
| Clicks | clicks | met | Number of times an ad was clicked over the date range selected | |
| Cost (USD) | spend | met | Cost amount in USD | |
| Cost (account currency) | spend_campaignCurrency | met | Cost amount in your campaign currency | |
| CTR | ctr | met | Click-through rate, percentage of impressions that resulted in a click. Click-through rate. CTR (%) = Clicks / Impression * 100 | |
| CPC | cpc | met | Cost per click, spend divided by the number of clicks, in USD. CPC ($) = Spend / Clicks | |
| CPM | cpm | met | Cost per thousand impressions, average cost to have your ad serve 1000 times, in USD. CPM ($) = Spend / Impressions * 1000 | |
| CONVERSIONS | Conversions | conversions | met | Conversions (count) = View Conversions + Click Conversions |
| Conversion rate | conversionRate | met | Percentage of conversions per the amount of clicks | |
| Click-through conversions | clickThroughs | met | Click-through conversions amount | |
| View-through conversions | viewThroughs | met | View-through conversions amount | |
| CTC rate | ctcRate | met | Click-through conversion rate, percentage of clicks that resulted in a click conversion. CTC Rate (%) = Click-through conversions / Clicks * 100 | |
| VTC rate | vtcRate | met | The percentage of impressions that resulted in a view-through conversion. VTC Rate (%) = View-through conversions / Impressions * 100 | |
| Revenue | revenue | met | Revenue (amount) = View Revenue + Click Conversions | |
| Revenue (account currency) | revenue_campaignCurrency | met | Revenue (amount) in your campaign currency | |
| Click revenue | clickRevenue | met | Click revenue amount | |
| View revenue | viewRevenue | met | View revenue amount | |
| CPA | cpa | met | Cost per acquisition, spend divided by the number of conversions. CPA ($) = Spend / Conversions | |
| Click CPA | clickCPA | met | Cost per click acquisition, spend divided by the number of click conversions. Click CPA ($) = Spend / Click Conversions | |
| View CPA | viewCPA | met | View CPA ($) = Cost / View-through | |
| ROI | roi | met | Return on investment: The profit per dollar spent on ads. ROI (x) = (Click Revenue + View Revenue) / Cost | |
| Click ROI | clickROI | met | 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 | met | 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 | met | Number of new visitors who came to the site after viewing a prospecting ad |
| Engaged visitors | engagedVisitors | met | Number of new visitors who have viewed at least 3 pages on the site after viewing a prospecting ad | |
| Non-bounced visitors rate | nonBouncedVisitorsRate | met | 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 | met | Cost for each new visitor that came to the site after viewing a prospecting ad (newVisitorCost = Cost / New visitors) | |
| Engaged visitor cost | engagedVisitorCost | met | 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 | met | Number of emails sent by a campaign | |
| AUDIENCE PERFORMANCE | Audience total size | audienceSizeTotal | met | Number of total audiences |
| Audience current size | audienceSizeCurrent | met | Number of current audiences | |
| GRANULAR CONVERSIONS | Attributed conversions | attributedConversions | met | The number of conversions attributed to your AdRoll ads based on your selected attribution model |
| SEGMENT | Segment conversion value (USD) | conversionValue | met | Value of a conversion from the segment (in USD) |
| PLACEMENT | Average order value | avg_order_value | met | Average revenue per attributed conversion |
| AUDIENCE | Synced audience size | audienceSyncSize | met | The size of the synced audience |
| DEPRECATED | Total visitors (deprecated) | totalVisitors | met | Number of total visitors. Please note that this field will be removed on 2019-02-27 |
| Bounced visitors | bouncedVisitors | met | 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 | met | 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 | met | 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 | met | 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 |