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 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 configurable per conversion 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_valueandroas, 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.