Standard columns

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Standard columns contain performance metrics.

Name	Type	Description
`visible_impressions`	`Number`	Total number of viewable impressions (At least 50% of the pixels were visible.) This is the recommended metric for impressions. -- Note: the `Impressions` column in `Realize` reflects viewable impressions.
`clicks`	`Number`	Total number of clicks
`spent`	`Money`	Total amount spent
`cpa_actions_num`	`Number`	Total number of actions (conversions)
`conversions_value`	`Money`	Total revenue from conversions Revenue is determined by thevalue assigned to that conversion
`roas`	`Percent`	Return On Ad Spend (%) (`= conversions_value/spent`)
`vcpm`	`Money`	Average Cost Per 1000 Viewable Impressions (`= spent/visible_impressions * 1,000`) This is the recommended metric for CPM.
`vctr`	`Percent`	Average Viewable Click Through Rate (%) (`= clicks/visible_impressions`)
`cpc`	`Money`	(Actual) Average Cost per click (`= spent/clicks`)
`cpa`	`Money`	Cost Per Action (Conversion) (`= spent/conversions`) Considers all conversions
`cpa_conversion_rate`	`Percent`	Conversion Rate (%) (`= conversions/clicks`) Considers all conversions

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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.

Updated 23 days ago

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