Standard columns contain performance metrics.
| Name | Type | Description |
|---|---|---|
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 |
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.
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