Data column reference
Use this page to learn what data is contained in each column. Most implementations don’t use every column, so this page can be referenced when determining which columns to include in a data feed export.
Columns, Descriptions, and Data Types
post_. Post columns contain values after server-side logic, processing rules, and VISTA rules. Adobe recommends using post columns in most cases. See Data feeds FAQ for more information.Previous updates to this table can be found on this page’s commit history on GitHub.
accept_languagepost_adloadpost_aemassetidpost_aemassetsourcepost_aemclickedassetidbrowserbrowser.tsv lookup table.carriercarrier.tsv Dynamic lookup.ch_hdrch_jscode_vercolorc_color column. References the color_depth.tsv lookup table.connection_typeconnection_type.tsv lookup table.countrycountry.tsv lookup table.post_currencycurrencyCode.ct_connect_typeconnection_type column. The most common values are LAN/Wifi, Mobile Carrier, and Modem.curr_factor2.curr_ratepost_customer_perspectivepost_cust_hit_time_gmtc_colorscreen.colorDepth().daily_visitordataprivacyconsentoptin|). Valid values include DMP and SELL.dataprivacyconsentoptout|). Valid values include SSF, DMP, and SELL.date_timeduplicated_fromduplicate_eventsduplicate_purchasepost_ef_idpost_evar1 - evar250post_event_listevent.tsv lookup.exclude_hitvisit_num column is not incremented for excluded hits.1: Not used. Part of a scrapped feature.
2: Not used. Part of a scrapped feature.
3: No longer used. User agent exclusion
4: Exclusion based on IP address
5: Vital hit info missing, such as
page_url, pagename, page_event, or event_list6: JavaScript did not correctly process hit
7: Account-specific exclusion, such as in a VISTA rules
8: Not used. Alternate account-specific exclusion.
9: Not used. Part of a scrapped feature.
10: Invalid currency code
11: Hit missing a timestamp on a timestamp-only report suite, or a hit contained a timestamp on a non-timestamp report suite
12: Not used. Part of a scrapped feature.
13: Not used. Part of a scrapped feature.
14: Target hit that did not match up with an Analytics hit
15: Not currently used.
16: Adobe Advertising hit that did not match up to an Analytics hit
first_hit_pagenamefirst_hit_page_urlfirst_hit_referrerfirst_hit_ref_domainfirst_hit_referrer. The very first referring domain of the visitor.first_hit_ref_typereferrer_type.tsv lookup table.first_hit_time_gmtgeo_citygeo_countrygeo_dmageo_regiongeo_zipzip.hitid_highhitid_low to identify a hit.hitid_lowhitid_high to identify a hit.hit_source1: Standard image request without timestamp
2: Standard image request with timestamp
3: Live data source upload with timestamps
4: Not used
5: Generic data source upload
6: No longer used; full processing data source upload
7: TransactionID data source upload
8: No longer used; Previous versions of Adobe Advertising data sources
9: No longer used; Adobe Social summary metrics
10: Audience Manager server-side forwarding used
hit_time_gmthourly_visitoripipv6; if this column contains a non-obfuscated IP address, ipv6 is blank.ipv6ip; if this column contains a non-obfuscated IP address, ip is blank.javascriptj_jscript. References the javascript_version lookup table.j_jscriptlanguagelanguages.tsv lookup table.last_hit_time_gmtlast_purchase_num0: No prior purchases (not a customer)
1: 1 prior purchase (new customer)
2: 2 prior purchases (return customer)
3: 3 or more prior purchases (loyal customer)
last_purchase_time_gmt0.latlon1latlon23latlon45mcvisidpost_mc_audiencespost_mc_audiences column changes the delimiter to --**--.post_mobileactiontrackAction is called in mobile implementations. Allows for automatic action pathing in the app.post_mobileappid[AppName] [BundleVersion]mobileappperformanceappidmobileappperformancecrashidmobileappstoreobjectidmobilebeaconmajormobilebeaconminormobilebeaconproximitymobilebeaconuuidpost_mobilecampaigncontentpost_mobilecampaignmediumpost_mobilecampaignnamepost_mobilecampaignsourcepost_mobilecampaigntermpost_mobiledayofweekpost_mobiledayssincefirstusepost_mobiledayssincelastusemobiledeeplinkida.deeplink.id. Used in acquisition reports as an identifier for mobile acquisition link.post_mobiledevicepost_mobilehourofdaypost_mobileinstalldatepost_mobilelaunchnumberpost_mobilemessagebuttonnamea.message.button.id. Used for in-app messaging to identify the button that closed the message.post_mobilemessageidpost_mobilemessageonlinepost_mobilemessagepushoptina.push.optin. Set to “true” when the user opts in to push messaging; otherwise the value is “false”.post_mobilemessagepushpayloadida.push.payloadid. Used in push messaging as the payload identifier.post_mobileosversionmobileplaceaccuracya.loc.acc. Indicates the accuracy of the GPS in meters at time of collection.mobileplacecategorya.loc.category. Describes the category of a specific place.mobileplaceida.loc.id. Identifier for a given point of interest.post_mobilepushoptinpost_mobilepushpayloadidmobilerelaunchcampaigncontentmobilerelaunchcampaignmediummobilerelaunchcampaignsourcemobilerelaunchcampaigntermmobilerelaunchcampaigntrackingcodea.launch.campaign.trackingcode. Used in acquisition as the tracking code for launch campaign.post_mobileresolution[Width] x [Height] in pixels.mobile_idmobile_attributes.tsv Dynamic lookup.monthly_visitorpost_mvvar1 - mvvar3post_mvvar1 - post_mvvar3 columns replace the original delimiter with --**--.post_mvvar1_instances - mvvar3_instances--**--. The post columns typically do not contain data.new_visitosuser_agent column. The key value for operating_system.tsv standard lookup and operating_system_type.tsv Dynamic lookup.post_pagenamepost_pagename_no_urlpagename, except it does not fall back to page_url. Only the post column is available.post_page_eventpost_page_event_var1post_page_event_var2page_event.post_page_urlpage_url: The URL of the hit. Uses a data type of text.post_page_url: Stripped for link tracking image requests (tl()). Uses a data type of varchar(255).varchar(255)
paid_searchpost_persistent_cookiepost_pointofinterestpost_pointofinterestdistancepost_product_listproducts page variable. Helps populate several dimensions and metrics, including Category, Product, Units, and Revenue.post_purchaseidpurchaseID variable. Used by the duplicate_purchase column.quarterly_visitorpost_referrerreferrer uses a data type of varchar(255), post_referrer uses a data type of varchar(244).varchar(244)
ref_type1: Inside your site
2: Other web sites
3: Search engines
4: Hard drive
5: USENET
6: Typed/Bookmarked (no referrer)
7: Email
8: No JavaScript
9: Social Networks
10: Conversational AI tools
resolutionresolution.tsv lookup table.post_search_enginesearch_engines.tsv lookup table.search_page_numsecondary_hitsourceidstats_serverpost_s_kwcids_resolutionscreen.width x screen.height.post_tntpost_tnt column persists values from previous hits, similar to eVars. To see only the activities and events for the current hit, use tnt_action. Multiple entries are comma-separated. Each entry uses the same format as tnt_action, but without the event ID.post_tnt_actionUsed in Adobe Target integrations. Lists only the Target activities and experiences that the current hit qualified for, along with the associated events. Unlike post_tnt, values do not persist from previous hits. Multiple entries are comma-separated. Each entry uses one of the following formats:
- Most activities:
activityID:experienceID:trafficType|eventID - Some automated activities, such as Auto-Target:
activityID:experienceID:trafficType:algorithmID|eventID
Algorithm ID values are internal to Target. Some events include a value, appended as |value. Event IDs include 0 (activity entry), 1 (visit), 2 (impression), and 32767 (conversion). If a hit has multiple events for the same activity and experience, each event is a separate entry.
tnt_instancespost_transactionidtransactionID variable.truncated_hitY: Hit was truncated; partial hit received
N: Hit was not truncated; full hit received
post_t_time_infoM/D/YYYY HH:MM:SS Month (0-11, 0=January) Timezone offset (in minutes)useridusername instead.usernameuser_agentuser_hashusername instead.va_closer_idva_finder_idpost_videogenrepost_videoqoebitrateaverageevarpost_videoqoebitratechangecountevarpost_videoqoebuffertimeevarpost_videoqoedroppedframecountevarvideoqoeextneralerrorspost_videoqoeplayersdkerrorspost_visid_highvisid_low to uniquely identify a visitor.post_visid_lowvisid_high to uniquely identify a visitor.visid_newvisid_timestamppost_visid_type0: Custom visitor ID or Unknown/not applicable1: IP and user agent fallback2: HTTP Mobile Subscriber Header3: Legacy cookie value (s_vi)4: Fallback cookie value (s_fid)5: Identity Servicepost_visit_keywords**post_keywords**, not **post_visit_keywords**.visit_numvisit_page_numvisit_referrervisit_ref_domainvisit_referrer column. The first referring domain of the visit.visit_ref_typereferrer_type.tsv lookup table.visit_search_enginesearch_engines.tsv lookup table.visit_start_page_urlvisit_start_time_gmtweekly_visitoryearly_visitorUnused or retired columns
The following list of columns are unused, retired, or otherwise do not contain value in reporting. Some of these columns are tied to features that have been sunset, while others are no longer needed because of new and more robust features. Most of these columns do not contain data; columns that might still contain data are not supported by current data collection libraries and are not available dimensions in Analysis Workspace.
post_adclassificationcreativeclick_actionclick_action_typeclick_contextclick_context_typeclick_sourceidclick_tagdataprivacydmaconsentpost_hier1 - hier5homepageip2mobileacquisitionclicksmobileactioninapptimemobileactiontotaltimemobileappperformanceaffectedusersmobileappperformanceappid.app-perf-app-namemobileappperformanceappid.app-perf-platformmobileappperformancecrashesmobileappperformancecrashid.app-perf-crash-namemobileappperformanceloadsmobileappstoreavgratingmobileappstoredownloadsmobileappstoreinapprevenuemobileappstoreinapproyaltiesmobileappstoreobjectid.app-store-usermobileappstoreobjectid.application-namemobileappstoreobjectid.application-versionmobileappstoreobjectid.appstore-namemobileappstoreobjectid.category-namemobileappstoreobjectid.country-namemobileappstoreobjectid.device-manufacturermobileappstoreobjectid.device-namemobileappstoreobjectid.in-app-namemobileappstoreobjectid.platform-name-versionmobileappstoreobjectid.rank-category-typemobileappstoreobjectid.region-namemobileappstoreobjectid.review-commentmobileappstoreobjectid.review-titlemobileappstoreoneoffrevenuemobileappstoreoneoffroyaltiesmobileappstorepurchasesmobileappstorerankmobileappstorerankdivisormobileappstoreratingmobileappstoreratingdivisormobileavgprevsessionlengthmobilecrashesmobilecrashratemobiledailyengagedusersmobiledayssincelastupgrademobiledeeplinkid.namemobileinstallsmobilelaunchesmobilelaunchessincelastupgradepost_mobileltvmobileltvtotalpost_mobilemessageclickspost_mobilemessageid.destpost_mobilemessageid.namepost_mobilemessageid.typepost_mobilemessageimpressionspost_mobilemessagepushpayloadid.namepost_mobilemessageviewsmobilemonthlyengagedusersmobileosenvironmentmobileplacedwelltimemobileplaceentrymobileplaceexitmobileprevsessionlengthmobilerelaunchcampaigntrackingcode.namemobileupgradesnamespacep_pluginspost_page_event_var3post_partner_pluginspluginsprev_pageproduct_merchandisingsampled_hitservicepost_socialaccountandappidspost_socialassettrackingcodepost_socialauthorpost_socialaveragesentimentpost_socialaveragesentiment (deprecated)post_socialcontentproviderpost_socialfbstoriespost_socialfbstorytellerspost_socialinteractioncountpost_socialinteractiontypepost_sociallanguagepost_sociallatlongpost_sociallikeaddspost_sociallinkpost_sociallink (deprecated)post_socialmentionspost_socialowneddefinitioninsighttypepost_socialowneddefinitioninsightvaluepost_socialowneddefinitionmetricpost_socialowneddefinitionpropertyvspostpost_socialownedpostidspost_socialownedpropertyidpost_socialownedpropertynamepost_socialownedpropertypropertyvsapppost_socialpageviewspost_socialpostviewspost_socialpropertypost_socialproperty (deprecated)post_socialpubcommentspost_socialpubpostspost_socialpubrecommendspost_socialpubsubscriberspost_socialtermpost_socialtermslistpost_socialtermslist (deprecated)post_socialtotalsentimentpost_statepost_surveysurvey_instancestnt_post_vistaua_colorua_osua_pixelsvideoadloadpost_videoauthorizedvideoaverageminuteaudiencevideochaptercompletevideochapterstartvideochaptertimevideopausevideopausecountvideopausetimevideoplayvideoprogress10videoprogress25videoprogress50videoprogress75videoprogress96videoqoebitrateaveragevideoqoebitratechangevideoqoebuffervideoqoedropbeforestartvideoqoedroppedframesvideoqoeerrorvideoresumevideotimevideototaltimevideouniquetimeplayed