Standard columns contain performance metrics and are present for most dimensions.
| Name | Type | Description |
|---|---|---|
| clicks | Number | Total clicks |
| impressions | Number | Total impressions |
| visible_impressions | Integer | Total viewable impressions |
| spent | Money | Total spent (on campaign bidding) |
| conversions_value * | Money | Total revenue from conversions -- Revenue is determined by the value assigned to that conversion |
| roas * | Percent | Return On Ad Spend (%)= conversions_value/spent |
| ctr | Percent | Click Through Rate (%)= clicks/impressions |
| vctr | Percent | Viewable Click Through Rate (%)= clicks/visible_impressions |
| 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 Cost Per Action (Conversion) = Spent/Click Through Conversions (considers conversions attributed via click throughs only) |
| cpa_views ** | Money | View Cost Per 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 | Click Conversion Rate (%) = Click Through Conversions/Clicks (considers conversions attributed via click throughs only) |
| cpa_conversion_rate_views ** | Percent | View Conversion 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 per conversion rule (default = 30 days) |
| cpa_actions_num_from_views ** | Integer | Total number of view through actions (conversions) -- Look-back window is 24 hours (fixed) |
| currency | Currency Code (ISO 4217) | The currency for columns of type Money |
* Column is present if a conversion value was assigned to the conversion.
** Column is present if clicks and view-through attribution is enabled under Taboola Pixel Settings.