Available Report Columns

Last update: November 15, 2024

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DSP Custom Reports

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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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