Available Report Columns

Metric Type Subtype Column Name Description
Dimension Ad Ad External ID The ad ID assigned by the external ad server.
Dimension Ad Ad ID The unique identifier for the ad in Advertising Cloud.
Dimension Ad Ad Name The name of the ad as assigned by the user.
Dimension Ad Ad Type The format of the ad.
Dimension Ad Status The classification of the ad as altered by the user or denoted by the date inputs: live, scheduled, completed, or archived.
Dimension Advertiser Advertiser Name The name of the advertiser.
Dimension Campaign Budget The total budget assigned by the user for the campaign.
Dimension Campaign Campaign End Date The end date for the campaign.
Dimension Campaign Campaign ID The unique identifier for the campaign in Advertising Cloud.
Dimension Campaign Campaign Name The name of the campaign as assigned by the user.
Dimension Campaign Campaign Start Date The first date for the campaign.
Dimension Date/Time Day (YYYY-MM-DD) The year, month, and day.
Dimension Date/Time Day of Week The specific day, such as Monday or Tuesday.
Dimension Date/Time Hour (YYYY-MM-DD HH) The year, month, day, and hour.
Dimension Date/Time Month (YYYY-MM) The month and year.
Dimension Date/Time Time of Day The time to the hour, from 0-23.
Dimension Date/Time Week (YYYY-MM-DD to YYYY-MM-DD) The date range for the relevant week, from Sunday to Saturday. Example: 2021-02-18 to 2021-03-07.
Dimension Device Browser Vendor The vendor of the browser in which the ad was shown (such as Google or Mozilla).
Dimension Device Browser Version The version of the browser in which the ad was shown (such as Safari 4.3 or Chrome 7.0).
Dimension Device Browser The browser in which the ad was shown (such as Chrome or Firefox).
Dimension Device Environment Whether the ad was shown on  sites or Apps.
Dimension Device Hardware The type of device on which the ad was shown (such as Set Top Box or Mobile Phone).
Dimension Device Manufacturer The manufacturer of the device on which the ad was shown (such as Samsung, Lenovo, or Apple).
Dimension Device Model The model of the device on which the ad was shown (such as iPhone XS or Galaxy Note 7).
Dimension Device Operating System Vendor The vendor of the operating system on which the ad was shown (such as Microsoft or Apple).
Dimension Device Operating System Version The version of the operating system on which the ad was shown (such as Windows 10, iOS Mojave)
Dimension Device Operating System The operating system on which the ad was shown (such as Apple iOS or Android).
Dimension Feed Deal ID The unique identifier assigned to a deal through the external supply partner.
Dimension Feed Feed Name The user-assigned name for the deal, as entered in Advertising Cloud.
Dimension Feed Feed Source The supply-side partner providing the inventory. This is typically a publisher but can also be an SSP.
Dimension Feed Inventory Type The classification of the inventory: Private, On Demand, or Public.
Dimension Feed SSP The supply-side partner (SSP) to which the media is attributed.
Dimension Frequency Frequency The number of times a device has received an ad, based on the unique cookie or device ID.
Dimension Geos City The city to which the reported data is attributed.
Dimension Geos Country The country to which the reported data is attributed.
Dimension Geos DMA The Designated Market Area (DMA) to which the reported data is attributed.
Dimension Geos State The state to which the reported data is attributed.
Dimension Packages Package End Date The end date for the package.
Dimension Packages Package Goal Type The pacing goal amount for the package. This amount is in either spend or impressions.
Dimension Packages Package ID The unique identifier for the package in Advertising Cloud.
Dimension Packages Package Name The name of the package
Dimension Packages Package Start Date The package start date.
Dimension Packages Placement End Date The placement end date.
Dimension Pixel Conversion ID (Deprecated) The Conversion ID assigned by DSP to legacy TubeMogul conversion events.
Dimension Pixel Conversion Name (Deprecated) The conversion name assigned to legacy TubeMogul conversion events.
Dimension Placement Placement ID The unique identifier for the placement in Advertising Cloud.
Dimension Placement Placement Name The name of the placement as assigned by the user.
Dimension Placement Placement End Date The placement end date.
Dimension Placement Placement Start Date The placement start date.
Dimension Placement Placement Tags The placement tag used as a custom identifier for the placement.
Dimension Segment Billing Segment Description The description associated with a billable segment.
Dimension Segment Billing Segment Key The unique key associated with a billable segment.
Dimension Segment Billing Segment Name The name of a billable segment.
Dimension Segment Segment Membership Description The description associated with a segment, provided by the data provider.
Dimension Segment Segment Membership Key The unique key associated with a segment.
Dimension Segment Segment Membership Name The name of a segment.
Dimension Segment Segment Membership Provider Name The name of the data provider associated with a segment.
Dimension Site Site ID The unique identifier for the site or app in Advertising Cloud.
Dimension Site Site Name The name of the site.
Dimension Standard Metrics Avg. Player Width x Height The average player width and height.
Dimension Standard Metrics Connection The type of internet connection that was used to view the ad (such as Wifi or 4g LTE).
Dimension Video Video Duration The video length, which is processed after upload.
Dimension Video Video ID The unique identifier for the video creative in Advertising Cloud.
Dimension Video Video Name The name of the creative assigned by the user.
Metric Frequency % Distinct Uniques The App/Site Distinct Uniques divided by App/Site Uniques.
Metric Frequency App/Site Distinct Uniques The total number of devices that were reached on this app only. A viewer exposed to an ad across multiple publishers isn’t included in this value.
Metric Frequency Cost per Distinct Unique The total Spend divided by App/Site Distinct Uniques.
Metric Frequency Cost per Unique The total Spend divided by App/Site Uniques.
Metric Frequency Estimated % Reached The estimated percentage of the targeted household universe that received an exposure.
Metric Frequency Estimated Average Frequency The average number of impressions shown to uniques. For some inventory, publishers don’t pass along a device identifier, and those impressions aren’t included in this value. There is a similar metric in the Frequency (by App/Site) Report, but that metric isn’t estimated.
Metric Frequency Estimated Impressions (Device/Browser) (Included in the Frequency (by Impression) report) The estimated impressions for a given frequency breakout. Advertising Cloud estimates are based on a sample of impressions. For some inventory, publishers don’t pass along a device identifier, and those impressions aren’t included in this value. There is a similar metric in Frequency (by App/Site) Report, but that metric isn’t estimated.
Metric Frequency Estimated Uniques (Device/Browser) (Included in the Frequency (by Impression) report) The number of unique browsers or devices recorded for a given frequency. Advertising Cloud estimates are based on a sample of impressions. For some inventory, don’t pass along a device identifier, and those impressions aren’t included in this value. There is a similar metric in Frequency (by App/Site) Report, but that metric isn’t estimated.
Metric Frequency Estimated Universe The sum of unique households that DSP (auctions) has seen within the date range.
Metric Frequency Extended Impressions The total number of impressions served as a result of using a device graph for people-based, cross-device targeting.
Metric Performance Gross CPA The average gross cost per acquisition, calculated by Gross spend / Custom Goal.
Metric Performance Gross CPC The average gross cost per ad click, calculated by Gross Spend / Ad clicks.
Metric Performance Gross CPCV The average cost per completed video view, calculated by Gross spend / 100% Completions.
Metric Performance Gross CPM The average cost per 1000 impressions, calculated by Gross spend / Impressions x 1000.
Metric Performance Gross CPV The average cost per video view, calculated by Gross spend / Views.
Metric Performance Gross vCPM The average cost per 1000 viewable impressions, calculated by Gross spend / Viewable Impressions x 1000.
Metric Performance Net CPC The average net cost per ad click, calculated by Net Spend / Ad clicks.
Metric Performance Net CPCV The average net cost per completed video view, calculated by Net Spend / 100% completions
Metric Performance Net CPM The average net cost per 1000 impressions, calculated by Net spend / Impressions x 1000.
Metric Performance Net CPV The average net cost per video view, calculated by Net Spend / Views.
Metric Performance The total Data eCPM The average net data cost per 1000 impressions, calculated by Net spend (Data) / Impressions x 1000.
Metric Performance The total Media CPM The average net media cost per 1000 impressions, calculated by Net spend (Media) / Impressions x 1000.
Metric Performance The total Other eCPM The average net cost per 1000 impressions for other fees, calculated by Net spend (Other) / Impressions x 1000.
Metric Spend Billable Data Net Spend The total net cost of audience segment data fees billed through Advertising Cloud.
Metric Spend Billable Media Net Spend The total net cost of billable media, including the tech fee, billed through Advertising Cloud.
Metric Spend Billable Other Net Spend The total cost of other service fees (third-party verification partners, ad serving, and so on) billed through Advertising Cloud
Metric Spend Estimated Tax on Data The estimated tax on third-party audience segments and data services.
Metric Spend Estimated Tax on Media The estimated tax on media inclusive of tax applied to media cost rebilling and tech fee services in Advertising Cloud.
Metric Spend Estimated Tax on Other The estimated tax on other service fees (inclusive of third-party verification partners, topic targeting, and so on) billed through Advertising Cloud.
Metric Spend Margin % (When margin management is activated) The margin percentage, which is calculated by (Gross Spend - Net Spend) / Gross Spend.
Metric Spend Media Cost The sum of Non-billable and Billable media cost without tech fee
Metric Spend Net vCPM The average net cost per 1000 viewable impressions, calculated by Net spend / Viewable Impressions x 1000.
Metric Spend Non-Billable Data Net Spend The total net cost of audience segment data fees not billed through Advertising Cloud.
Metric Spend Non-Billable Media Fees The total net cost of non-billable media, including the tech fee, not billed through Advertising Cloud
Metric Spend Non-Billable Other Net Spend The total cost of other service fees (third-party verification partners, ad serving, and so on) not billed through Advertising Cloud.
Metric Spend Profit Gross Spend - Net Spend
Metric Spend The total Data Net Spend The total net cost of audience segment data fees.
Metric Spend The total Media Net Spend The total net cost of media, including tech fees.
Metric Spend The total Net Spend The sum of Net spend (Media), Net spend (Data), and Net spend (Other).
Metric Spend The total Non-Billable Net Spend The sum of Non-billable spend (Media), Non-billable spend (Data) and Non-billable spend (Other).
Metric Spend The total Other Net Spend The total net cost of other service fees (third-party verification partners, ad serving, and so on).
Metric Spend The total Billable Net Spend The sum of Billable spend (Media), Billable spend (Data) and Billable spend (Other).
Metric Standard Metrics 100% Completion Rate The percentage of views that watched the ad in its entirety.
Metric Standard Metrics 100% Completions The number of views that watched the ad in its entirety.
Metric Standard Metrics 100% Viewable Completion (%) The percentage of viewable impressions that watched the ad in its entirety.
Metric Standard Metrics 25% Completion Rate The percentage of views that watched at least one quartile of the ad.
Metric Standard Metrics 25% Completions The number of views that watched at least one quartile of the ad.
Metric Standard Metrics 50% Completion Rate The percentage of views that watched at least two quartiles of the ad.
Metric Standard Metrics 50% Completions The number of views that watched at least two quartiles of the ad.
Metric Standard Metrics 50% Viewable Completion (%) The percentage of viewable impressions that watched at least two quartiles of the ad.
Metric Standard Metrics 75% Completion Rate The percentage of views that watched at least three quartiles of the ad.
Metric Standard Metrics 75% Completions The number of views that watched at least three quartiles of the ad.
Metric Standard Metrics Avg Percent Viewed The average percentage an ad was watched to completion, accounting for all views.
Metric Standard Metrics Banner and Overlay Clicks The number of clicks on the ad overlay and banners.
Metric Standard Metrics Click Through Rate The percentage of clicks divided by ad impressions.
Metric Standard Metrics Clicks Per View Rate The percentage of clicks divided by video views.
Metric Standard Metrics Companion Clicks The number of companion banner clicks.
Metric Standard Metrics Companion CTR The percentage of clicks divided by companion banner impressions.
Metric Standard Metrics Companion Impressions The number of companion banner impressions.
Metric Standard Metrics Engagements The number of interactions on a served ad.
Metric Standard Metrics Impressions The total number of ad impressions.
Metric Standard Metrics Play Rate The percentage of impressions served that resulted in video views.
Metric Standard Metrics Playtime per View The average duration of a video view, measured in seconds.
Metric Standard Metrics The total Ad Clicks The sum of all clicks on an ad.
Metric Standard Metrics Viewed Minutes The total number of minutes a video ad was viewed.
Metric Standard Metrics Views The total number of video ad views.
Metric Viewability Measurable Impressions The total number of impressions served that were able to be measured for viewability.
Metric Viewability Measurable Rate (%) The percentage of impressions served that were able to be measured for viewability, calculated as Measurable impressions x 1000 /Impressions.
Metric Viewability Unmeasurable - iFrame (%) The percentage of impressions not measurable for viewability due to incompatible iFrames.
Metric Viewability Unmeasurable - Not Supported (%) The number of impressions not measurable for viewability due to unsupported viewability tracking on the ad unit.
Metric Viewability Unmeasurable - Other (%) The percentage of impressions not measurable for viewability due to other reasons.
Metric Viewability Unmeasurable Impressions The number of ad impressions not measurable for viewability.
Metric Viewability Unmeasurable Rate (%) The percentage of ad impressions not measurable for viewability.
Metric Viewability Unmeasurable rate (Not supported) The percentage of impressions not measurable for viewability due to unsupported viewability tracking on this ad unit.
Metric Viewability Viewability Rate (%) The percentage of viewable impressions out of all measurable impressions, calculated as Viewable Impressions / Measurable Impressions.
Metric Viewability Viewable Impressions The number of ad impressions considered viewable.
Conversions [Grouped by advertiser in report settings] [Advertiser-specific conversion] The total for a specified advertiser-specific conversion metric or Adobe Analytics event.
Custom Goals [Grouped by advertiser in report settings] [Advertiser-specific custom goal] The weighted sum of all conversions that are included in the specified custom goal.

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