Standard Columns

campaign

String

The campaign_id (A numeric String)

campaign_name

String

Human-readable campaign name

content_provider

String

Machine-readable advertiser name

content_provider_name

String

Human-readable advertiser name

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.

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

= Spend/Impressions x 1,000

This column is deprecated. Use vcpm instead (as per MRC guidelines).

vcpm

Money

Average viewable CPM (Cost Per 1000 viewable Impressions).

Calculated as Spend/viewable Impressions x 1.000

This is the recommended metric for CPM, and corresponds to the CPM column in Realize.

cpc

Money

Average CPC of total clicks. Calculated as Spend/Clicks

spent

Money

Total amount spent

clicks

Number

Total Number of clicks

currency

String

Currency Code (ISO 4217)

The currency for columns of type “Money”.

actions

Number

Total Number of actions (also referred to as conversions)

cpa

Money

Average CPA (Cost Per Action). Calculated as Spend/Actions

cvr

Percent

Average Conversion Rate. Calculated as Actions/Clicks

roas

Money

Return on ad spend - the total conversion value amount divided by the total ad spend