Standard Columns

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.