Fields listing for Adform

This dimension groups information by date when a transaction happened.

This metric shows a percentage of new visits in relation to all registered visits on an advertiser's website for the selected tracking setup.

This dimension groups information by the following ad creative types: Video, Display, Pixel Tag. It helps to evaluate how different types contribute to campaign performance in order to optimize line item strategies accordingly.

This dimension can be used to group view-through and click-through activity e.g. conversions, orders etc.

This dimension groups data by Agency ID (OVK). Agency ID (OVK) is a unique identifier of an Agency or Agency office. Collected from Campaign Details page.

Number of conversions on all pages

This metric shows the spent amount visible in the Mediaplan. It can be set to show gross amount, net amount or net amount 2. Could be used to report on the cost and fee breakdown of a campaign.

Groups information by app ID provided by app store.

Groups information by app name provided by app store e.g. Angry Birds.

Groups information by app store name e.g. Apple App Store.

This metric shows the average amount of time that a user was exposed to an advertisement, taking into account the % of user's screen covered by the banner and its time in the user's screen. TIP: Check documentation for more details.

This metric shows the average engagement time of visible banners. A banner is visible when at least X % of its area is visible in user's screen. X parameter is collected from Campaign Details page. Three timed events are considered during calculation - mouse-over time, video play time, and expansion time. Measurement is based on sampled data.

This metric shows the average amount of time that a viewable expanding banner has been in its expanded state. Could be used to evaluate user exposure.

This metric shows the average number of impressions to which a user has been exposed. Tip: In order to see average frequency for unique user (all duplications excluded), use Campaign Unique setting for this metric.

This metric shows the average number of impressions (1st party) to which a user has been exposed. Data is limited to specific vendors and publishers.

This metric shows the average number of impressions to which a user has been exposed. When selecting uniqueness levels, a user is considered unique across all their devices and identifiers. Could be used to evaluate reach of a campaign. TIP: To evaluate frequency capping, select the appropriate uniqueness level, and use the corresponding dimensions. Check documentation for more details.

This metric shows the average mouse-over time on visible banners. A banner is visible when at least X % of its area is visible in user's screen. X parameter is collected from Campaign Details page. Only mouse-overs, which lasted 1 second or more, are considered. Measurement is based on sampled data.

This metric shows the average time spent on a tracked page. Measured in seconds.

This metric shows the sales value divided from number of conversions for the selected dimensions.

This metric shows the average amount of time that a viewable video banner was played. Both user-initiated and autoplay video plays are considered. Can be used to evaluate user engagement.

This metric shows the average amount of time that a non-viewable video banner was played. Both user-initiated and autoplay video plays are considered. Can be used to evaluate user engagement.

This metric shows the average amount of time that both viewable and non-viewable video banners were played. Both user-initiated and autoplay video plays are considered. Can be used to evaluate user engagement.

This metric shows the average amount of time that users actually saw a viewable banner in their screen. TIP: A viewable impression is defined in the Ad Viewability settings, visible in the Campaign Details.

This metric shows the average number of visited pages per visit (session).

This metric shows the average time spent on a tracked website per visit (session). Measured in seconds.

This dimension indicates with a "X" symbol whether a back-up banner exists or not. Usually used with Banner/Adgroups dimension. Collected from Banner Overview page.

This dimension indicates what ad message was used in XML enabled banner through Adform Content Manager.

This dimension groups information by Banner Attribute 1. Banner attribute is a user-defined property of a banner. Banner Attribute 1 is usually assigned to the banner batch column in Banner Overview page.

Groups metrics by the Adform Banner Attribute ID

This dimension groups information by Banner Attribute 2. Banner attribute is a user-defined property of a banner. Collected from Banner Overview page.

This dimension groups information by Banner Attribute 3. Banner attribute is a user-defined property of a banner. Collected from Banner Overview page.

This dimension groups information by Banner Attribute 4. Banner attribute is a user-defined property of a banner. Collected from Banner Overview page.

This dimension groups information by Banner Attribute 5. Banner attribute is a user-defined property of a banner. Collected from Banner Overview page.

Shows banner click interaction coordinate X. It is used to draw Banner Heat Map report overlay.

Shows banner click interaction coordinate Y. It is used to draw Banner Heat Map report overlay.

This metric shows the number of clicks interactions for Banner Click Coordinate X and Banner Click Coordinate Y. It is used to draw Banner Heat Map report overlay.

This dimension shows 2nd level URLs of publisher sites (e.g. *.cnn.com), where banner was displayed when a clicks or an impression was registered.

This dimension shows 3rd level URLs of publisher sites (e.g. *.editorial.cnn.com), where banner was displayed when a click was registered. When using this dimension with Impressions metric, 2nd level banner domain information is reported (less detailed information is provided).

This dimension indicates the format of the banner, such as "Skyscraper", "Advertorials", etc. Collected from Banner Overview page.

This dimension indicates the format of the banner, such as "Skyscraper", "Advertorials", etc. Collected from Banner Overview page.

Groups information by Banner Global ID. When banner is copied, all its copies will have the same Global ID as the original banner. This way, statistics could be used to check how the same banner is performing across different campaigns. Note: When banner is copied, a unique Banner ID is assigned each time, therefore to check banner performance across different client campaigns, Global ID has to be used.

This dimension groups data by Adform banner ID.

Groups data by the name of synchronized ads members. It shows data only for Synchronized Ads and is compatible with clicks and event only.

This dimension groups information by banner size. Banner size is shown as "width x height" in pixels, e.g. 300 x 250.

This dimension groups information by creative material type. Most common banner types include Flash, Image, Rich Media, Link, Keyword and other.

This dimension groups information by creative material type. Most common banner types include Flash, Image, Rich Media, Link, Keyword and other.

This dimension groups information by banner weight.

This dimension groups information by banner for Display campaigns, or by Adgroup for Search campaigns. Banner is an advertisement vehicle. The banner is displayed through different medias/publishers on different placements. Adgroup contains one or more keywords used in Search Engine campaigns.

This metric shows the number of impressions, which were blocked according to campaign's Brand Safety settings. Impression blocking in Brand Safety means that a blank, non-clickable image is displayed instead of actual banner for brand protection purpose.

This metric shows the proportion of Brand Safety blocked impressions in total number of impressions. Impression blocking in Brand Safety means that a blank, non-clickable image is displayed instead of actual banner for brand protection purpose.

This metric shows the number of booked units for a media placement (line item). Tip: use this metric with the Buy Type dimension to be able to discern units e.g. impressions.

This metric shows the number of booked clicks for a media placement. Clicking means interacting with an advertisement by engaging a mouse button (usually the left) while the mouse pointer is hovering over the advertisement.

This metric shows the number of booked conversions for the selected dimension. Any tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made.

This metric shows the number of booked impressions for the selected dimension. An impression occurs when a user is exposed to an advertisement.

This metric shows the number of booked time units for the selected dimension.

This metric shows the percentage of bounces in relation to registered visits on a client's website for the selected tracking setup.

This metric shows the number of bounces for the selected dimension. Bounces are such visits on a advertiser's website, when only one tracked page is visited during the entire visit (session).

Technical dimension, shows information grouped by visitors' web browser, such as "Explorer 8" or "Firefox 2".

This dimension indicates the booking/buy types of the selected placement. Possible values: Impressions (CPM), Clicks (CPC), Viewable Impressions (vCPM), Days, Weeks, Months and Conversions.

This dimension indicates the booking/buy type ID of the selected placement.

This dimension shows and groups information by campaign. The campaign is the base item in Adform system, it contains media, placements, banners.

This dimension groups data by Adform campaign billing ID, which is of the form AA-BB-0123, where AA is agency's abbreviation, BB is country's abbreviation and 0123 is an identifying number.

This dimension groups information by campaign currency. Campaign currency identifies a currency unit in which campaign bookings are done and reported. Data is collected from Campaign Details page.

This dimension indicates the date on which a campaign ends.

This dimension groups data by Adform campaign ID.

This dimension groups data by Campaign Label 1. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 2. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 3. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 4. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 5. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 6. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 7. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 8. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 9. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 10. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 11. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 12. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 13. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 14. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 15. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 16. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 17. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 18. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 19. Data collected from Campaign Details page.

This dimension groups data by Campaign Label 20. Data collected from Campaign Details page.

This dimension indicates the date on which a campaign starts.

This dimension groups information by campaign type. Campaign type can be assigned in Campaign Details page, possible values: Display, Affiliate, Email, Social Media and other.

Geographical dimension, groups information by visitor's city, e.g. Copenhagen, Oslo, Stockholm, London etc.

This dimension groups information by banner click details. Click details allow seperating clicks on back-up and flash banners, and clicks on different clickable areas defined by different click-tags implemented in the banners.

This metric shows the number of clicks for the selected dimension. A click occurs when a user interacts with the advertisement by engaging a mouse button (usually the left) while the mouse pointer is hovering over the advertisement.

This metric shows the number of clicks (1st party) for the selected dimension. Data is limited to specific vendors and publishers.

This metric shows the number of times that users clicked on a banner and were directed to an advertiser's destination. When selecting uniqueness levels, a user is considered unique across all their devices and identifiers. TIP: User engagements with rich media banners, e.g., click on video play start button, are not taken into account.

This metric shows the percentage of clicks ending up as visits on the landing page for the selected dimension.

This metric shows the percentage of unique clicks in relation to all registered clicks.

Displays client/advertiser information. Used to group campaigns, in benchmarking reports etc.

This dimension groups data by Adform client ID.

Technical dimension, groups data by users' connection type, such as "WiFi" or "3G".

This dimension groups data by Contextual Targeting Provider ID.

Geographical dimension, groups information by visitor's continent, e.g. Australia, Europe, etc.

Used for drilling.

A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews, displayed as a sum for all tracked conversion pages. It has predefined Uniqueness of 'No Repeat', which means that Conversion pageviews, generated by the same user within 15 minutes, are excluded.

A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews displayed as a sum for all tracked conversion pages.

This metric shows the number of times that users took the desired action on an advertiser's website, e.g., purchased an item, subscribed to a newsletter. Here, the user may have interacted with the campaign and website on different devices or identifiers.

A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews displayed as a sum for all tracked conversion pages. There is a possibility to change uniqueness setting for this metric.

Technical dimension, groups information by visitor's cookie acceptance setting. "Enabled", "Disabled" and "Opt out" are among possible values here. "Enabled" means that a visitor accepts all cookies, "Disabled" means that a visitor doesn't accept cookies at all, "Opt out" means that a visitor doesn't accept Adform cookies.

This metric shows the cost value for the selected dimension (usually on a media, placement (line item) level). Please check documentation for more details.

This metric shows the cost value taking into account the percentage of non-viewable and undetermined impressions. TIP: Check documentation for more details.

This metric shows the post click conversions cost.

This metric shows the cost value taking into account the percentage of viewable impressions. TIP: Check documentation for more details.

This metric shows Cost value divided by Sales value. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign. Sales is a system variable and represents the returned value of a campaign.

Geographical dimension, groups information by visitor's country e.g. Denmark, UK, USA, etc.

Used for drilling.

This metric shows the conversion rate for the selected dimension. Calculated as conversions divided from clicks, in percent.

This metric shows the conversion rate, calculated as the ratio of conversions to clicks. Here, the user may have interacted with the campaign and website on different devices or identifiers.

This metric shows the visit conversion rate for the selected dimension. Calculated as conversions divided from visits, in percent.

This metric shows click-through rate for the selected dimension. It is a percentage of users who have been exposed to an advertisement and then clicked. Calculated as clicks divided from impressions, in percent.

This metric shows click-through rate for the selected dimension. It is a percentage of users who have been exposed to an advertisement and then clicked. Calculated as clicks divided from impressions, in percent. This metric considers all tag serving types such as Impressions, Invisible, Offile, etc. except for Clicks in order to assure consistent metric values.

This metric shows click through rate for the selected dimension. It’s a percentage of users who have been exposed to an advertisement and then clicked. Calculated as clicks (1st party) divided from impressions (1st party), in percent. Data is limited to specific vendors and publishers.

This metric shows the percentage of impressions that resulted in a click. When selecting uniqueness levels, a user is considered unique across all their devices and identifiers.

The percentage of Product Retargeting item views that resulted in a click. One of the most commonly used KPIs to evaluate the performance of an item.

This metric shows the percentage of impressions that resulted in a click, taking into account only those impressions that were actually in the users' screens.

This metric shows unique click-through rate for the selected dimension. It is a percentage of unique users who have been exposed to an advertisement and then clicked. Calculated as campaign unique clicks divided from campaign impressions, in percent.

Year Month and day

Time dimension, groups information by date.

Time dimension, groups information by day of a month (from 1 to 31).

Day of the week

Day of the year

Groups information by Deal ID, used in Private Marketplaces.

Groups information by Deal Name, used in Private Marketplaces.

This metric shows the number of units delivered by a publisher. Could be used to monitor under-/overdelivery. TIP: Use with Buy Type dimension to discern units, e.g., impressions.

This metric shows the percentage of units delivered by a publisher in relation to planned units. Could be used to monitor under-/overdelivery. TIP: Use with Buy Type dimension to discern units, e.g., impressions.

This metric shows the number of times that users clicked on a banner and were directed to an advertiser's destination. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in clicks.

This metric shows the percentage of delivered clicks in relation to booked clicks. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in clicks.

This metric shows the number of times that users took the desired action on an advertiser's website, e.g., purchased an item, subscribed to a newsletter. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in conversions.

This metric shows the percentage of delivered conversions in relation to booked conversions. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in conversions.

This metric shows the percentage of cost delivered until now (using max cost, fixed price method) in relation to the net amount (or net amount 2, based on client settings), or RTB cost in relation to RTB budget. Could be used to monitor under-/overdelivery.

This metric shows the number of times that an advertisement was shown on a publisher's site. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in impressions.

This metric shows the percentage of delivered impressions in relation to booked impressions. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in impressions.

This metric shows the number of time units delivered by a publisher. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in time units.

This dimension indicates the device model name or number used primarily by the hardware vendor to identify the device, e.g. SM-T805S.

Technical dimension, groups data by device type, which can be: Desktop and Laptop, Small Screen Phone, Smart Phone, Tablet, Other Mobile, Media Hub, Console, TV, eReader, Smart Watch, Smart Speaker. It shows what share of traffic comes from different device types.

This dimension indicates the name of the company that manufactures the device or primarily sells it, e.g. Samsung.

DMA region is a geographical dimension that groups information by user‘s designated market area (DMA), also referred to as a media market.

This metric shows total data cost that was spent on DMP data to show an impression in creatives.

This metric shows total data cost that was spent on DMP data to win an impression in RTB.

This dimension groups data by DMP Data Providers whose data was used in creatives to show an impression.

This dimension groups data by DMP Data Providers whose data was used in RTB to win an impression.

This dimension groups data by IDs of DMP Data Providers whose data was used in creatives to show an impression.

This dimension groups data by IDs of DMP Data Providers whose data was used in RTB to win an impression.

This metric shows total ID Fusion extension cost that was spent on DMP ID Fusion extension data to win an impression in RTB.

This metric shows total lookalike extension cost that was spent on DMP Lookalike extension data to win an impression in RTB.

This dimension groups data by DMP Data Provider Segments that were used in creatives to show an impression.

This dimension groups data by DMP audiences that were used (included or excluded) in RTB to win an impression.

This dimension groups data by IDs of DMP Data Provider Segments that were used in creatives to show an impression.

This dimension groups data by DMP audience IDs that were used (included or excluded) in RTB to win an impression.

This dimension groups data by sources (e.g., original, ID Fusion, audience extension) of the DMP segments that were used in creatives to show an impression.

This dimension groups data by sources (e.g., original, ID Fusion, audience extension) of the DMP segments that were used in RTB to win an impression.

Number of download conversions

This dimension groups data by Dynamic Ad. A Dynamic Ad is an entity that links specific Creative Shell, Version List and Dynamic Ad Setup. Serving tag is created for each specific Dynamic Ad.

This dimension groups data by Dynamic Ad Creative Shell. A Dynamic Ad Creative Shell is a creative (banner) that is used as a shell containing dynamic variable rendering logic.

This dimension groups data by Dynamic Ad Setup. A Dynamic Ad Setup is an entity consisting of information about Creative Shells, Versions data and Dynamic Strategy set.

This dimension groups data by Dynamic Ad Version. A Dynamic Ad Version is a single set of data variables and values used for messaging.

This metric shows effective Cost per Conversion with the conversion pages listed as a sum. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign.

This metric shows effective Cost per Conversion (ID Fusion) with the conversion pages listed as a sum. Here, the user may have interacted with the campaign and website on different devices.

This metric shows effective Cost per Conversion with the conversion pages listed as a sum. Used for Search Engine campaigns, when Search Engine calculates cost, but Adform tracks conversions.

This metric shows cost per click for the selected dimension. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign.

This metric shows cost per impression for the selected dimension. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign.

This metric shows cost per mille (thousand impressions) for the selected dimension. TIP: to report on eCPM (Reach) metric set Uniqueness as “Campaign Unique” and Cost type as “RTB” in metric settings.

This metric shows the cost per thousand digital out-of-home (DOOH) opportunities for the selected dimension.

This metric shows the effective cost value of a thousand viewable impressions. TIP: Check documentation for more details.

This metric shows effective cost per pageview for the selected dimension. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign. All tracking points are taken into acount when calculating this metric.

This metric shows the number of eligible impressions. Eligible impressions are impressions that have been fully rendered in the user's browser, and were eligible for viewability measurement based on the creative format and tag type.

This metric is calculated as Engaging impressions / Impressions * 100 %. Engaging impressions stand for the sum of impressions, where at least one engagement occurred during each impression. Engagements are tracked as user-initiated banner events for Rich Media, Flash and Image banner types. Examples of user-initiated banner events are mouse-over (only if > 1 sec.), video play button press, close button press, etc.

This metric shows the count of user interactions with a banner. User interactions are tracked as user-initiated banner events for Rich Media, Flash and Image banner types. Examples of user-initiated banner events are mouse-over (only if > 1 sec.), video play button press, close button press, etc. Not user-initiated banner events are not included into this metric, except for auto-expand event. Examples of not user-initiated banner event are Floating Banner Shown, 25% of Video Play, etc.

This metric shows the sum of impressions, where at least one engagement occurred during each impression. Engagements are tracked as user-initiated banner events for Rich Media, Flash and Image banner types. Examples of user-initiated banner events are mouse-over (only if > 1 sec.), video play button press, close button press, etc.

This metric shows the number of session entries for the selected dimension. A session entry occurs when a user enters a website and starts browsing. Tip: use with dimension Page in order to see number of entries for each tracked page seperately.

This dimension groups data by the type of device environment: Desktop, Mobile (undefined), Mobile Web, Mobile In-App, CTV. The CTV category includes traffic from game consoles, streaming devices, and smart TVs. The CTV environment is not accredited by the Media Rating Council (MRC).

This dimension groups information by banner event name. Banner events can be implemented in flash banners in order to track user interactions with banners, such as expands, clicks on play button, etc.

This metric shows how many times an event has been invoked in a banner. Events can be implemented in flash banners in order to track user interactions with banners, such as expands, clicks on play button, etc. Tip: use with dimension Event Name if several different events are implemented.

This metric shows the number of session exits for the selected dimension. A session exit occurs when a user leaves a website (either due to literally leaving the site or due to the session time-out). Tip: use with dimension Page in order to see number of exits for each tracked page seperately.

This metric shows the ratio of banner expansions to the number of impressions. The Expansion rate is calculated as All Expands / Impressions * 100%. Data from automatically expanding banners is excluded.

Technical dimension, groups information by visitor's used Flash version.

This dimension groups information depending on the individual impression frequency on a campaign. A user, who has been exposed to a campaign advertisement twice, has a frequency of 2. A value of zero means that a user does not accept cookies. If this dimension is used with metric Clicks, then user may appear in several rows if s/he clicks several times. For example, a user clicks the first time after seeing a campaign banner twice (this click falls into frequency 2 row), and clicks the second time after seeing a banner the 5th time (this click falls into frequency 5 row).

This dimension groups information depending on the individual impression frequency on each and every Line Item. A user, who has been exposed to an advertisement from a Line Item twice, has a frequency of 2. A value of zero means that a user does not accept cookies. If this dimension is used with metric Clicks, then user may appear in several rows if s/he clicks several times. For example, a user clicks the first time after seeing a banner from a Line item twice (this click falls into frequency 2 row), and clicks the second time after seeing a banner from the same Line Item for the 5th time (this click falls into frequency 5 row). Tip: this dimension should always be used with Line Item dimension.

Groups information by media, automatically synchronized with the global media database.

Number of conversions on homepages

Time dimension, groups information by hour of the day (values from 0 to 23).

Hour of the day

This dimension groups data by Identity Data Providers whose algorithms are used to connect identifiers that belong to the same user.

This metric shows the part of eligible impressions that were measured for viewability, calculated as the percentage of measurable impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were not in the users' screens, calculated as the percentage of non-viewable impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were not in the users' screens, calculated as the percentage of non-viewable impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were not in the users' screens, calculated as the percentage of non-viewable impressions in relation to eligible impressions. This metric is accredited by Media Rating Council (MRC) only when reported together with "Ad Creative Type" dimension.

This metric shows part of rendered impressions that were not measured for viewability, calculated as the percentage of non-measured impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were in the users' screens, calculated as the percentage of viewable impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were in the users' screens, calculated as the percentage of viewable impressions in relation to eligible impressions. This metric has been accredited by the Media Rating Council (MRC).

This metric shows part of rendered impressions that were in the users' screens, calculated as the percentage of viewable impressions in relation to eligible impressions. This metric is accredited by Media Rating Council (MRC) only when reported together with "Ad Creative Type" dimension.

This metric shows the proportion of impressions for the selected dimension, in comparison with the total number of impressions.

This metric shows the number of times an advertisement was shown on a publisher’s site. Data is limited to specific vendors and publishers.

This metric shows the number of times that an advertisement was shown on a publisher's site. When selecting uniqueness levels, a user is considered unique across all their devices and identifiers.

This metric shows the percentage of unique impressions in relation to all registered impressions.

This dimension groups data by industry vertical, collected from Client Management section. Useful for benchmarking reports when analyzing multiple advertisers' data.

Number of conversions on info pages

Number of conversions on landing pages

This dimension groups data by user's browser language (e.g., English, Danish).

This dimension groups information by Line Item. Line Item is an advertisement spot on a media/publisher.

AdGap ID is used to minimize effort of comparing Advertiser and Publisher reports by sharing unique ID per line item with the publisher to gain a common, shareable report.

This dimension displays Line Item end date collected from Mediaplan scheduler.

This dimension groups data by Adform Line Item ID.

This dimension groups data by Line Item Label 01. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 02. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 03. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 04. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 05. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 06. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 07. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 08. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 09. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 10. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 11. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 12. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 13. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 14. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 15. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 16. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 17. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 18. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 19. Line Item Labels can be set in Mediaplan page.

This dimension groups data by Line Item Label 20. Line Item Labels can be set in Mediaplan page.

This dimension displays Line Item Notes for the selected Line Item. Collected from Mediaplan section.

This dimension displays Line Item start date collected from Mediaplan scheduler.

This metric shows the number of eligible impressions that were measured for viewability. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the part of rendered impressions that were measured for viewability, calculated as the percentage of measurable impressions in relation to rendered impressions. This metric has been accredited by the Media Rating Council (MRC).

Media/publisher is the provider of online advertising space, such as an online newspaper, social network site or other.

This dimension indicates media/publisher country, where the selected media is located. Collected from Media database.

This dimension groups information by media group 2 values. There can be several media groups containing different types of information, all of which describes medias and helps to group them, e.g. content, media type, target group, etc. Collected from Media database.

This dimension groups information by media group 3 values. There can be several media groups containing different types of information, all of which describes medias and helps to group them, e.g. content, media type, target group, etc. Collected from Media database.

This dimension groups information by media group 4 values. There can be several media groups containing different types of information, all of which describes medias and helps to group them, e.g. content, media type, target group, etc. Collected from Media database.

This dimension groups information by media group 5 values. There can be several media groups containing different types of information, all of which describes medias and helps to group them, e.g. content, media type, target group, etc. Collected from Media database.

This dimension groups data by Adform media ID.

This dimension groups information by media section. Media section can have several placements and it is usually devoted for publishing information of similar content, e.g. sports, finance, transportation etc.

A joint dimension to list Media:Line Item combination as one dimension values.

Time dimension, groups information by month, e.g. January, February, etc.

Month and day

Time dimension, groups information by month, e.g. 1, 2, etc.

Month of the year

This metric shows the ratio of mouse overs to the number of impressions. The Mouse Overs are counted when a user hovers his/her mouse pointer over a banner. Only mouse overs which lasted 1 second or more are counted.

This metric shows the number of mouse overs on banner. Only mouse overs, which lasted 1 second or more, are registered.

This dimension groups information by network. Networks are organisations containing several medias (publishers) usually of certain industry vertical.

This dimension groups data by Adform Network ID.

This metric shows the number of eligible impressions that were not in the users' screens. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the number of eligible impressions that were not in the users' screens. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the number of eligible impressions that were not in the users' screens. This metric is accredited by Media Rating Council (MRC) only when reported together with "Ad Creative Type" dimension.

Number of conversions with no page attribution

Week of the year

Technical dimension, groups information by operating system of a visitor, e.g. Windows, iOS.

This metric shows the number of served impressions multiplied by a publisher’s impression multiplier. The impression multiplier is the number of viewers per digital out-of-home (DOOH) ad estimated by the publisher.

This dimension shows and groups information by order. Usually, it is used to group line items for the long running campaigns.

This dimension groups data by Adform Order ID.

This metric shows the number of units delivered over the booked volume. Could be used to monitor under-/overdelivery. TIP: Use with Buy Type dimension to discern units, e.g., impressions.

This metric shows the percentage of units delivered over the booked volume, in relation to booked units. Could be used to monitor under-/overdelivery. TIP: Use with Buy Type dimension to discern units, e.g., impressions.

This metric shows the number of clicks delivered over the booked volume. Could be used to monitor under-/overdelivery. TIP: Values are only displayed for line items booked in clicks.

This metric shows the number of impressions delivered over the booked volume. Could be used to monitor under-/overdelivery.TIP: Values are only displayed for line items booked in impressions.

Website tracking dimension. Page is a definable content unit in advertiser's site. Usually one tracking point is implemented per page.

This dimension groups data by Adform Page ID, also known as Tracking Point ID.

This metric shows the number of times pages on an advertiser's website were viewed. Here, the user may have interacted with the campaign and website on different devices or identifiers. TIP: Use with dimension Page in order to see data for each page separately.

This metric shows the number of all tracked pages (tracking points) pageviews, displayed as a sum for all tracked pages. It has predefined Uniqueness of 'No Repeat', which means that pageviews, generated by the same user within 15 minutes, are excluded.

This metric shows the number of all tracked pages (tracking points) pageviews, displayed as a sum for all tracked pages.

This metric shows the number of all tracked pages (tracking points) pageviews, displayed as a sum for all tracked pages. There is a possibility to change uniqueness setting for this metric.

This dimension lists paid search keywords that visitors used to reach advertiser's website.

Geographical dimension, groups data by visitor's postal code.

This dimension groups data by the brand safety feature ID used to prevent adspace from being bought on domains with undesirable, brand-incompatible content.

This dimension groups data by the brand safety features used to prevent adspace from being bought on domains with undesirable, brand-incompatible content.

This dimension groups data by the pre-bid brand safety provider id whose data was used to prevent adspace from being bought on domains with undesirable, brand-incompatible content.

This dimension groups data by the pre-bid brand safety providers whose data was used to prevent adspace from being bought on domains with undesirable, brand-incompatible content.

This dimension groups data by feature ID used in Contextual Targeting.

This dimension groups data by features used in Contextual Targeting.

This dimension groups data by Contextual Targeting Providers names.

This metric shows the price paid per booked unit visible in the Mediaplan. It can be set to show gross price, net price or net price 2. Could be used to report on the cost and fee breakdown of a campaign.

Number of conversions on product pages

This dimension groups data by the items used in Product Retargeting ads.

The number of times that a Product Retargeting item was shown in a banner. One of the most commonly used KPIs to evaluate the performance of an item.

This dimension groups information by line item‘s buy type: RTB and Programmatic Guaranteed. Real-Time Bidding includes an open auction, private auction, and preferred deals. While Programmatic Guaranteed enables the buyer to buy inventory directly from the publisher.

Quarter of the year

This dimension groups information by reaction time in intervals (in days) between click and conversion (pageview). If there is no click in visitor's path, then between the impression and the conversion (pageview).

Website tracking dimension, groups information by referrer type, such as "Direct Traffic", "Referring Site" or "Natural Search".

Geographical dimension, shows visitor related information grouped by region.

Used for drilling.

The number of times that an advertisement was rendered anywhere in a user's browser. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the return of investment. A positive value corresponds to capital growth, a negative value corresponds to capital decay, and a value of 0% corresponds to no change. It is calculated as (Sales - Cost) / Cost * 100%, or as (Sales - RTB Budget Spent) / RTB Budget Spent * 100% in case of Real Time Bidding campaign.

Groups data by an ad's position on a page, such as "Above the fold" or "Below the fold".

This metric shows the amount of Adform included fee.

This dimension groups information by RTB audience selected in the Targeting step. An audience is a customized segment of users to be targeted, e.g. women from Denmark using Android devices.

This metric shows the number of offers done by Adform in attempt to win an impression on an ad exchange auction.

This metric shows the amount of Brand safety costs.

This dimension groups data by RTB categories. RTB categories shows Tier 1 and Tier 2 Categories, so that user can check on best/worst performing categories to be included/excluded in RTB Targeting, and evaluate current RTB Category targeting

This metric shows the amount of Contextual targeting costs.

This metric shows the amount of Custom third-party fee.

This dimension groups data by RTB domain. RTB domains show 2nd level URLs of publisher sites (e.g. cnn.com), where a banner was displayed when impression was registered. RTB domain values are tracked and sent to Adform by AdExchanges.

This metric shows the amount of ID Fusion costs.

Groups information by RTB Inventory Source. Inventory source is an ad exchange, which can be selected for running a Real Time Bidding campaign, e.g. Admeld, Microsoft Ad Exchange, etc.

Groups information by RTB Inventory Source ID. Inventory Source ID is an ID, used in Adform, for ad exchange, which can be selected for running a Real Time Bidding (RTB) campaign, e.g. Admeld, Microsoft Ad Exchange, etc.

This metric shows the part of all RTB bids that were lost (for instance, when a creative was outbid or if the creative requires additional review), calculated as Lost Bids / RTB Bids. Statistics are based on sampled lost bid data.

This metric shows the number of RTB bids that were lost (for instance, when a creative was outbid or if the creative requires additional review). Statistics are based on sampled data.

This metric shows the cost for which inventory was purchased from ad exchanges.

This dimension groups Lost bids by the reason why they were not won. The reasons are imported from integrated partners and have various names (e.g., Lost; Creative was outbid; Creative requires additional review).

This dimension groups data by RTB parent categories. RTB parent categories shows the best/worst performing Tier 2 categories.

This metric shows the amount of Rich Media fees which are applied to heavy banners, rich media banners and banners with video.

This metric shows the amount of Trading desk fee.

This dimension groups data by video placement type. The values indicate whether the ad was played in the video player itself (In-stream) or outside the video player and autoplays in a large format player whenever it is in view (Out-stream). If video placement type was not provided by exchange, it falls under "Unresolved".

This dimension groups data by video ad position. The values (Pre-roll, Mid-roll, Post-roll) indicate whether the ad was played before, during or after the streaming of the video content. If video ad position was not provided by exchange, it falls under "Unresolved".

This metric shows the proportion of impressions (won bids) in total number of bids (attempts to win an impression). Calculated as Impressions / Bids in %.

This metric shows the sales value collected from all visits on tracked pages and is an Order level variable. Collected only if variable is implemented in Tracking points. It has predefined Uniqueness of 'No Repeat', which means that sales value form pageviews, generated by the same user within 15 minutes, are excluded.

This metric shows the sales value collected from all visits on tracked pages. Collected only if variable is implemented in Tracking points.

This metric shows the sales value transmitted on conversion pages on an advertiser's website, e.g., thank you page. Here, the user may have interacted with the campaign and website on different devices or identifiers. TIP: Sales variable needs to be transmitted on a conversion tracking point.

This metric shows the sales value collected from all visits on tracked pages. Colected only if variable is implemented in Tracking points. There is a possibility to change uniqueness setting for this metric.

This metric shows Sales value divided by Cost value. Cost is either booked or accumulated cost for the selected dimension, or RTB Budget Spent in case of Real Time Bidding campaign. Sales is a system variable and represents the returned value of a campaign.

Technical dimensions, groups information by visitors' screen resolution e.g. 1280x1024.

This dimension groups information by Search Engine acount.

This metric shows average cost per click value for the selected dimension in Search Engine campaigns.

This metric shows average position value for the selected dimension in Search Engine campaigns.

Website tracking dimension. This dimension indicates whether tracked page (tracking point) sends variable data or not. A variable contains information collected from visitors on a tracked page of a client's website.

Number of conversions on sign-up pages

This dimension groups information by system variable 1. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 1, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 1 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 2. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 2, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 2 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 3. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 3, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 3 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 4. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 4, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 4 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 5. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 5, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 5 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 6. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 6, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 6 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable 7. A system variable contains information collected from visitors on a tracked page of a client's website. System variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by system variable 7, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases. System variable 7 name can be edited on the Variables tab in Tracking section.

This dimension groups information by system variable Age Group and is an Order level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Age Group variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Age Group variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This metric shows the size of the basket (shopping cart) and is an Order level variable. It is a system variable collected from visitors on a tracked page of advertiser's website.

This dimension groups information by a system variable Country and is an Order level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Country variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Country variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This dimension groups information by system variable Currency and is an Order level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Currency variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Currency variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This dimension groups information by system variable Gender and is an Order level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Gender variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Gender variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This metric shows numeric information collected from visitors on a tracked page of a client's website. It is a system variable and its name can be edited on the Variables tab in Tracking section.

This metric shows numeric information collected from visitors on a tracked page of a client's website. It is a system variable and its name can be edited on the Variables tab in Tracking section.

This dimension groups information by a system variable Product Category and is a Product level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Product Category variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Product Category variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This metric shows the number of ordered products and is a Product level variable. It is a system variable collected from visitors on a tracked page of advertiser's website.

This dimension groups information by a system variable Product ID and is a Product level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Product ID variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Product ID variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This dimension groups information by a system variable Product Name and is a Product level variable. A system variable contains information collected from visitors on a tracked page of a client's website. Product Name variable should be used to track information, which can be well aggregated and does not exceed 1000 different values. If more than 1000 different values are sent by Product Name variable, all the exceeding values will be represented by N/A row in this report. Please use Variable Data Export in order to see all different values in exceeding cases.

This metric shows the sales amount of ordered products and is a Product level variable. It is a system variable collected from visitors on a tracked page of advertiser's website.

This dimension groups data by Adform Tag ID, also known as BN number.

This dimension groups data by Tag UID. Tag UID is a unique identifier of a tag, and can be used for matching Adform's statistics to Media's data. Collected from Tags page.

Tag is a small piece of code used to track online advertisements. This dimension groups information in relations to tags, it could be used to show rotators information.

Number of conversions on thank-you pages

This metric shows the number of tracked ads (formerly known as impressions) and includes both rendered and served-but-not-rendered ads. Both client-initiated and server-initiated measurement is taken into account. Only client-initiated measurement is compliant with Media Rating Council (MRC) guidelines.

This metric shows the number of eligible impressions that could not be measured for viewability. This metric has been accredited by the Media Rating Council (MRC).

This compound metric consists of rendered impressions and tracked ads (filtered for pixel tags) and shows a net count of impressions rendered or tracked on a publisher's page.

Video completion rate is calculated as Video Completed / Video Play Started * 100%. For audio campaigns this rate represents LTR (Listen Through Rate).

This metric shows the number of times a video banner or in-stream video was played to 100% completion.

This metric shows the interactions with video banners, where banner events are implemented. Interactions such as Play, Pause, Stop, Sound On, and others can be reported.

This metric shows the percentage of video viewed for the selected dimension.

Technical dimension, groups data by video player size, such as "Small (240p or less)" or "HD (720p-1079p)".

This metric shows the number of user-initiated video plays ("play" button presses).

This dimension groups data by the start mode of the video ads: Auto-play, Click-to-play, and Unknown. If you are using Adform tags (3rd party tags) and want to track auto-play videos, an additional auto-play parameter needs to be added to the URL.

Video start rate is calculated as Video Play Started / Impressions * 100%

This metric shows the total number of video starts (including both auto-play and user-initiated video plays). TIP: Only unique starts are reported.

Amount of time that a banner was viewable. This dimension groups information by time intervals, e.g., 0-5 sec., 5-10 sec.

This metric shows the number of eligible impressions that were actually in the users' screens. Note: viewable impression custom thresholds #1 and #2 can be defined in the Ad Viewability Settings in Campaign Details. The custom thresholds can't be lower than stated in IAB standard. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the number of eligible impressions that were actually in the users' screens. Note: viewable impression custom thresholds #1 and #2 can be defined in the Ad Viewability Settings in Campaign Details. The custom thresholds can't be lower than stated in IAB standard. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the number of eligible impressions that were actually in the users' screens. According to IAB standards, an impression is counted as viewable when at least 50 % of the banner area is visible in the user's screen for at least 1 second; at least 30% of the large (greater than 242,000 pixels) banner area is visible in the user's screen for at least 1 second; at least 50% of the in-stream video is visible in the user's screen for at least 2 seconds. This metric is accredited by Media Rating Council (MRC) only when reported together with "Ad Creative Type" dimension.

This metric shows the part of measured impressions that were actually in the users' screens, calculated as the percentage of viewable impressions in relation to measurable impressions. Note: viewable impression custom thresholds #1 and #2 can be defined in the Ad Viewability Settings in Campaign Details. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the part of measured impressions that were actually in the users' screens, calculated as the percentage of viewable impressions in relation to measurable impressions. Note: viewable impression custom thresholds #1 and #2 can be defined in the Ad Viewability Settings in Campaign Details. This metric has been accredited by the Media Rating Council (MRC).

This metric shows the part of measured impressions that were actually in the users' screens, calculated as the percentage of viewable impressions in relation to measurable impressions. This metric is accredited by Media Rating Council (MRC) only when reported together with "Ad Creative Type" dimension.

Shows the number of unique visitors in advertiser's website for the selected tracking setup.

Shows the number of visits in advertiser's website for the selected tracking setup.

This metric shows the impression conversion rate for the selected dimension. Calculated as Conversions divided by Impressions and multiplied by 1000, in percents.

Website tracking dimension, groups information by tracking website. It is the highest member of tracking hierarchy, and can contain one or more tracking sections. Collected from Tracking page.

Website tracking dimension, groups information by tracking section. Tracking section can hold a group of tracking points assigned to a certain campaign, or a group of tracking points implemented on one section of client's website and used for many different campaigns. Collected from Tracking page.

Website tracking dimension, groups information by tracking subsection. Tracking subsection is a part of tracking section and can hold a group of tracking points assigned to a certain campaign, or a group of tracking points implemented on one subsection of client's website and used for many different campaigns. Collected from Tracking page.

Time dimension, groups information by the week number, e.g. 1, 2, etc.

Week of the year

Week of the year

Year such as 2017.

Year and month.

Year, month, day, and hour.

Year and quarter.

Year and week.