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.

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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:

  1. Assign a static conversion value to a given conversion.
  2. Pass dynamic conversion values.

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