Standard Columns

Standard columns contain performance metrics and are present for most dimensions.

Name	Type	Description
`clicks`	`Number`	Total clicks
`impressions`	`Number`	Total Number of Served Ads Corresponds to the `Served Ads` column in `Realize`. To measure impressions, use `visible_impressions` (as per MRC guidelines).
`visible_impressions`	`Integer`	Total number of viewable impressions (At least 50% of the pixels were visible.) This is the recommended metric for impressions, and corresponds to the `Impressions` column in `Realize`.
`spent`	`Money`	Total spent (on campaign bidding)
`conversions_value`	`Money`	Total revenue from conversions
`roas`	`Percent`	Return On Ad Spend (%) `= conversions_value/spent`
`roas_clicks`	`Percent`	Return On Ad Spend for Click Through Conversions (%)
`roas_views`	`Percent`	Return On Ad Spend for View Through Conversions (%)
`ctr`	`Percent`	= Clicks/Impressions This column is deprecated. Use `vctr` instead (as per MRC guidelines).
`vctr`	`Percent`	Average viewable CTR (Click-Through Rate). Calculated as Clicks/Viewable Impressions This is the recommended metric for click-through rate, and corresponds to the `CTR` column in `Realize`.
`cpm`	`Money`	Cost Per 1000 Impressions `= spent/impressions * 1000`
`vcpm`	`Money`	Cost Per 1000 Viewable Impressions `= spent/visible_impressions * 1000`
`cpc`	`Money`	(Actual) Cost Per Click `= spent/clicks`
`campaigns_num`	`Long`	Number of campaigns (visible for relevant dimensions only e.g. `day`, `week`, `month`)
`cpa`	`Money`	Cost Per Action (Conversion) = Spent/Conversions (considers all conversions)
`cpa_clicks`	`Money`	Click CostPer Action (Conversion) = Spent/_Click Through Conversions (considers conversions attributed via click throughs only)
`cpa_views`	`Money`	View CostPer Action (Conversion) = Spent/_View Through Conversions (considers conversions attributed via view throughs only)
`cpa_conversion_rate`	`Percent`	Conversion Rate (%) = Conversions/Clicks (considers all conversions)
`cpa_conversion_rate_clicks`	`Percent`	ClickConversion Rate (%) = _Click Through Conversions/Clicks (considers conversions attributed via click throughs only)
`cpa_conversion_rate_views`	`Percent`	ViewConversion Rate (%) = _View Through Conversions/Clicks (considers conversions attributed via view throughs only)
`cpa_actions_num`	`Integer`	Total number of actions (conversions)
`cpa_actions_num_from_clicks`	`Integer`	Total number of click through actions (conversions) Look-back window is configurable perconversion rule (default = 30 days)
`cpa_actions_num_from_views`	`Integer`	Total number of view through actions (conversions) Look-back window is configurable perconversion rule (default = 24 hours)
`currency`	`String`	The currency for columns of type `Money`. An `ISO 4217` currency code.

📘
ROAS
In order to report on conversions_value and roas, you must do either of the following:

Assign a static conversion value to a given conversion.

Pass dynamic conversion values.

If you are using the Taboola Shopify App, the App will pass the purchase value to Taboola dynamically.

🚧
Attribution
To enable click-through and view-through attribution:

Integrate Taboola Pixel in your landing pages.

Set your attribution settings in Taboola Ads to clicks and view-through.