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 DSP.
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 DSP.
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 or 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 DSP.
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
Household
Audience
The audience. The report supports up to 10 unique audiences.
Dimension
Household
Campaign
The campaign.
Dimension
Household
Creative Length
The length of the creative. The report supports up to 10 unique creative lengths.
Dimension
Household
Device
The device. The report supports up to 10 unique devices.
Dimension
Household
Feed Type
The type of feed. The report supports up to 10 unique feed types.
Dimension
Household
Media Type
The media type. The report supports up to 10 unique media types.
Dimension
Household
Publisher
The publisher. The report supports up to 10 unique publishers.
Dimension
Household
Package
The package.
Dimension
Household
Placement
The placement.
Dimension
Household
Site/Apps
The site or app on which the ad impression was served. The report supports up to 10 unique sites or apps.
Dimension
Household
Tags
The placement tag used as a custom identifier for the placement. The report supports up to 10 unique placement tags.
Dimension
Household Conversions
Audience
The audience.
Dimension
Household Conversions
Campaign
The campaign.
Dimension
Household Conversions
Creative Length
The length of the creative.
Dimension
Household Conversions
Device
The device. (such as CTV, Desktop etc.)
Dimension
Household Conversions
Media Type
The media type. (such as Display, Audio etc.)
Dimension
Household Conversions
Publisher
The publisher.
Dimension
Household Conversions
Placement
The placement.
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 DSP.
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 DSP.
Dimension
Placement
Placement Name
The name of the placement as assigned by the user.
Dimension
Placement
Budget
The placement budget.
Dimension
Placement
Max Bid
The maximum bid for the placement.
Dimension
Placement
Device Environment
The device environments that the placement targets: (Desktop, Mobile, and/or Connected TV).
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 DSP.
Dimension
Site
Site Name
The name of the site.
Dimension
Video
Video Duration
The video length, which is processed after upload.
Dimension
Video
Video ID
The unique identifier for the video creative in DSP.
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. DSP 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 the 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. DSP 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 the 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
Household
Frequency
The frequency of impressions per household.
Metric
Household
Frequency Overlap
The frequency of reaching households by only the reported dimension, including intersections of up to three values for the dimension. For example, if you use the Placement dimension, then you can see the frequency reached by individual placements, frequencies reached by a combination of any two placements, and frequencies reached by combinations of any three placements.
Metric
Household
Incremental Household Reached
The number of households that were reached by only the reported dimension, calculated as
[IP addresses that were reached by only the reported dimension] - [IP addresses that were reached by any other dimension].Metric
Household
% Incremental Household Reached
The percentage of households that were reached by only the reported dimension, calculated as
[the percentage of IP addresses that were reached by the dimension] - [the percentage IP addresses that were reached by any other dimension].Metric
Household
Impressions
The total number of ad impressions served.
Metric
Household
Measurable Impressions
The total number of impressions served that were able to be measured for viewability.
Metric
Household
Measurable Impressions (Overlap)
The total number of measureable impressions served only by the reported dimension, including intersections of up to three values for the dimension. For example, if you use the Placement dimension, then you can see the measureable impressions reached by individual placements, measureable impressions reached by a combination of any two placements, and measureable impressions reached by combinations of any three placements.
Metric
Household
Total Media Spend
The total spend.
Metric
Household
Unique Household Reached
The total unique households (distinct IP addresses) reached.
Metric
Household
Unique Household (Overlap)
The total unique households (distinct IP addresses) reached only by the reported dimension, including intersections of up to three values for the dimension. For example, if you use the Placement dimension, then you can see the unique households reached by individual placements, common households reached by a combination of any two placements, and common households reached by combinations of any three placements.
Metric
Household Conversions
Cost per Incremental HH
The Total Spend divided by Incremental Household Reached.
Metric
Household Conversions
Cost per Unique HH
The Total Spend divided by Unique Household Reached.
Metric
Household Conversions
Frequency
The frequency of impressions per household.
Metric
Household Conversions
Incremental Household Reached
The number of households that were reached by only the reported dimension, calculated as [IP addresses that were reached by only the reported dimension] - [IP addresses that were reached by any other dimension].
Metric
Household Conversions
% Incremental Household Reached
The percentage of households that were reached by only the reported dimension, calculated as [the percentage of IP addresses that were reached by the dimension] - [the percentage IP addresses that were reached by any other dimension].
Metric
Household Conversions
Impressions
The total number of ad impressions served.
Metric
Household Conversions
Measurable Impressions
The total number of impressions served that were able to be measured for viewability.
Metric
Household Conversions
Total Media Spend
The total spend.
Metric
Household Conversions
Unique Household Reached
The total unique households (distinct IP addresses) reached.
Metric
Identifier
Identifier Type
The type of ID targeted.
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 / Total 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 / Total 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
% bid at Max CPM
The percentage of total bids that were bid at the Max CPM.
Metric
Performance
Unique Users Bid On
The number of distinct users for which DSP bid for the placement.
Metric
Spend
Billable Data Net Spend
The total net cost of audience segment data fees billed through DSP.
Metric
Spend
Billable Media Net Spend
The total net cost of billable media, including the tech fee, billed through DSP.
Metric
Spend
Billable Other Net Spend
The total cost of other service fees (third-party verification partners, ad serving, and so on) billed through DSP.
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 DSP.
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 DSP.
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 any tech fees.
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 DSP.
Metric
Spend
Non-Billable Media Fees
The total net cost of non-billable media, including the tech fee, not billed through DSP.
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 DSP.
Metric
Spend
Profit
Gross Spend - Net Spend
Metric
Spend
Total Billable Net Spend
The sum of Billable Spend (Media), Billable Spend (Data), and Billable Spend (Other).
Metric
Spend
Total Data eCPM
The average net data cost per 1000 impressions, calculated by
Net Spend (Data) / Impressions x 1000.Metric
Spend
Total Data Net Spend
The total net cost of audience segment data fees.
Metric
Spend
Total Media CPM
The average net media cost per 1000 impressions, calculated by
Net Spend (Media) / Impressions x 1000.Metric
Spend
Total Media Net Spend
The total net cost of media, including tech fees.
Metric
Spend
Total Net Spend
The sum of Net Spend (Media), Net Spend (Data), and Net Spend (Other).
Metric
Spend
Total Non-Billable Net Spend
The sum of Non-billable Spend (Media), Non-billable Spend (Data), and Non-billable Spend (Other).
Metric
Spend
Total Other eCPM
The average net cost per 1000 impressions for other fees, calculated by
Net Spend (Other) / Impressions x 1000.Metric
Spend
Total Other Net Spend
The total net cost of other service fees (third-party verification partners, ad serving, and so on).
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
Connection
The type of internet connection that was used to view the ad (such as Wifi or 4g LTE).
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
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
Avg. Player Width x Height
The average player width and height.
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.
Conversion Metrics
[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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