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Available Data

  • Impressions
    AgencyId [not included by default]

    An ID of an agency, which is unique across Adform. The name of an agency can be retrieved using the metadata.

    BackupBanner

    If a user is unable to view rich media, a static backup image serves instead of the rich media. Some common reasons why the backup image serves instead of the rich media:

    • A user is using an unsupported browser or operating system;
    • A user's browser does not have JavaScript enabled;
    • Flash is not installed in a user's browser;
    • The Flash version of a creative is more recent than the Flash version installed in the user's browser.

    Value "1" is displayed if an impression was counted for a backup banner. 
    Value "0" is displayed if an impression was counted for the main rich media banner.

    BannerId-AdGroupId

    Banner ID (or Ad Group ID, in Search Engine campaign case) is unique across Adform. The name of a banner or an ad group can be retrieved using the metadata.

    BannerElementGroupId

    Used only for Content Enabled Banners with templates, e.g. Ad Messages. The value "0"  is displayed for the rest of the types of banners.

    BatchId

    Internal information used for the Master Data service. An interrupted upload of data can be seamlessly resumed by using a Batch ID.

    BrandSafetyVars [json] [not included by default]
    Type Name Explanation
    flag showimpression

    The indication whether the banner was actually shown, possible values:

    true - impression was checked with Brand Satefy service and was allowed to be shown

    false - impression was blocked

    number providerid Brand Safety povider ID, name can be found in metadata
    list<number> categoryids Only blocked impressions have category
    decimal number cost Brand Safety cost for this single impression
    Example #1: "{
      ""showimpression"": true,
      ""providerid"": 1,
      ""cost"": 0.0000805730985841753737762055
    }
    "			
    Example #2
    "{
      ""providerid"": 6,
      ""categoryids"": [
        3671,
        3657,
        3659,
        3663,
        3665,
        3661,
        3667,
        4101,
        3669
      ]
    }"
    Browserid

    An ID of a browser, which is unique across Adform. The name of a browser can be retrieved using the metadata.

    CampaignId

    Campaign ID is unique across Adform. The name of a campaign can be retrieved using the metadata.

    Cityid

    An ID of a city, which is unique across Adform. The name of a city can be retrieved using the metadata.

    CookieID

    Adform cookie which was assigned to the user's browser. The value "0" means that cookies were disabled or opted-out.

    ClientId

    A client ID of an Agency, which is unique across Adform. The name of a client can be retrieved using the metadata.

    CookiesEnabled

    This column contains one of the 5 possible values:

    • 1 – Enabled;
    • 2  Disabled;
    • 3  OptOut;
    • 4  Robot;
    • 5  BrandSafety.
    CookieOlderThanCampaign [not included by default]

    If a value "1" is returned, it means that a cookie existed before a campaign. This data can be useful for improved uniqueness calculations. The known name is "adjusted unique" – the main idea is that users, who delete/block cookies, view ads with the same frequency as users who do not delete/block cookies. By calculating an average frequency of “good” cookies, it is possible to project that frequency on all the served impressions and calculate an adjusted number of unique users.
    “Good” cookies, or cookies representing users, who do not delete/block cookies, are defined as cookies which existed before the start of a campaign.

    DeviceTypeId

    Currently, Adform has 5 different device type categories:

    • 1 – Mobile;
    • 2  Desktop and Laptop;
    • 3  Unknown;
    • 4  TV;
    • 5  Tablet.
    DmpVars [json] [not included by default]

    Data Management Platform (DMP) information, such as data provider, cost, segments, publisher, site and pricing model. Read more about DMP here.

    Type Name Explanation
    list<structures> fees Contains DMP fee structures
    Type Name Explanation
    number dataproviderid The data provider ID
    decimal datacostincampaigncurrency The data cost in campaign currency
    string campaigncurrency The campaign currency
    list<number> segments  Contains Numbers with user segment IDs
    string  pricing  The pricing model name
    string  source  The source name

    Every impression can be engaged or not:

    • Value "1" is displayed when an engaging event occurred within 10 minutes time frame since an impression was shown to a user;
    • Value "0" is displayed when there was no engaging event during 10 minutes after an impression was shown to a user.
    FrequencyCampaignViewInterval

    An ID of a frequency interval. The ID indicates the beginning of the interval (i.e. 51 stands for [51-70]). This is calculated on a campaign level.

    Read about Campaign Frequency.

     

    FrequencyPlacementViewInterval

    Same as the FrequencyCampaignViewInterval, only on a Placement level.

    InnerBannerId

    Used only for Synchronized Ads. It is a unique internal ID which is assigned to each of the synchronized ad's members. The value "0" is displayed if it is not a Synchronized Ad.

    IsRobot

    A field that indicates wheter it was a robot transaction, e.g. a banner was seen by a robot. Can be passed as:

    • Yes – if it was a robot transaction;
    • No – if it was not a robot transaction.
    PublisherDomain

    A URL of a publisher's (media's) domain. The URL is already formatted to save space and do not negative impact the overall performance of our self-service reports. That is why partial domain information is being stored: 2 subdomain levels for impression, 3 levels for clicks.
    For example, finance.yahoo.co.uk (for the impression); portfolio.finance.yahoo.co.uk (for the click).

    Can be passed blank for:

    • RTB hidden domains;
    • Non-javascript tags (not supported javascript tags on a device).

    Can be passed as "-" for:

    • Xaxis domains, which are removed due to an agreement.
    PlacementId-ActivityId

    Placement ID (or Activity ID) is unique across Adform. The name of a placement can be retrieved using the metadata.

    RotatorId

    An ID of a rotator, available only when a rotator was used. The value "0" means that the rotator was not used.
    Can be used as an additional dimension for grouping information. 

    It cannot be determined whether it is a simple rotator or a nested one.

     

    Timestamp

    Timestamp with the applied campaign time zone. Each campaign has its own time zone. 
    Adform works with agencies around the world and do not have data centers in every country. The time zone setting is used for showing statistics according to the agency/client time zone.

    TransactionId

    An auto-increment field with an absolute unique value for each transaction (impression). The same ID is used in the tracking points' attribution column.

    TagId

    A tag id.

    Read more

     

    IP

    A user IP address. In the database, the IP is stored as a number. Master Data service provides IP in a more user-friendly format. IP is shown as 4 octets: xxx.xxx.xxx.xxx.
    Due to the IP legislation in some countries, Adform must obfuscate the last octet xxx.xxx.xxx.0 (a setting in the Admin Tools or on the campaign level).

    InventorySourceId

    An RTB Inventory Source – the same one that is set for an RTB activity, e.g. Doubleclick Ad Exchange by Google, Pubmatic, etc.
    The value "0" means that it was not an RTB impression.

    Media ID [not included by default]

    A media ID is a provider of an advertising space, such as an online newspaper, a community or other site, where banners are displayed.

    MediaOverlapForCampaign [not included by default]

    An overlap of a Media ID on a campaign level. An empty cell is displayed if there is no media overlapping.

    Example: media":3978,"with":[258608] means that an impression was shown on a media which ID is 3978 and, also, the same cookie was seen on a media which ID is 258608.

     

    MouseOvers

    This field is inherited from an impression and indicates the number of mouse overs during an impression, during which the click was made.

    MouseOverTime

    A field that indicates the total amount of mouse overs’ time (in milliseconds) during an impression.

    PublisherURL [not included by default]

    Full URL of a publisher's (media's) domain where impression occurred. This information is available in Master data only.
    Can be passed blank for:

    • RTB hidden domains;
    • Xaxis domains, which are removed due to an agreement;
    • Non-javascript tags (not supported javascript tags on a device).
    RtbVars [json] [not included by default]

    Additional information about an RTB impression, e.g. price, domain, etc.

    Type Name Explanation
    string requestid The RTB request ID
    number partyid The Ad Exchange ID
    number inventorysourceid The Ad Exchange inventory source ID
    number siteid The ID for further inventory source details
    number siteid The ID for further inventory source details
    number mastertagid The publisher placement ID
    number packageid The inventory source package ID
    string deal The contract information
    number publisherid The publisher ID
    number creativesettingid The publisher advertisement format ID
    number contextualcategoryproviderid The contextual category provider ID
    list<number> categoryids Contains contextual category IDs, matching this interaction
    string rtbdomain The original, un-altered RTB domain
    decimal rtbcost The final RTB winning price or RTB cost of the interaction
    decimal richmediacost The price component - branding solutions cost
    decimal datacost The price component - cookie data cost
    decimal datacostinprovidercurrency The price component - cookie data cost specified in data provider currency
    decimal brandsafetycostincampaigncurrency The price component - brand safety cost
    decimal contextualcategoriescostincampaigncurrency The price component - contextual categories cost
    structure inappdata Contains application description in case in-app advertisement. Detailed description of columns are in the table below
    decimal rtbwinningcost The winning cost of the interaction
    decimal rtbwinningcostwithincludedfee The winning cost of the interaction with included fee
    decimal rtbwinningcostwithtradingdeskfee The winning cost of the interaction with trading desk fee
    structure dmp Contains DMP information. Detailed description of columns are in the table below
    Type Name Explanation
    string appid The application ID
    list<number> appcategories The application category
    number storetype The type of application store
    Type Name Explanation
    string dmpdataproviderids The comma-separated list of dmp data provider ids
    string dmpdataproviders The comma-separated list of dmp data providers
    string dmpsegmentids The comma-separated list of dmp segment ids
    string dmpsegmentsources The comma-separated list of dmp segment sources
    string dmpsegments The comma-separated list of dmp segments
    decimal dmpdatacost The dmp data cost
    string currencycode The currency code of dmp data cost
    RtbCost

    A field that indicates the price which was paid for an impression on RTB.

    RtbDomain

    A second level URL of a publisher’s site where a banner was displayed when an impression was registered. Can be passed back if a publisher does not provide such data.

    UserSettingsVars [json] [not included by default]

    Information is retrieved from a browser's User Agent String, e.g. operating system ID, browser language ID, etc. Names can be retrieved using the metadata.

    Type Name Explanation
    number cityid The user city ID. The corresponding name can be found in metadata
    number countryid The user country ID
    number browserid The user browser ID
    number osid The user operating system ID
    number oslanguageid The user operating system language ID
    number browserlanguageid The user browser language ID
    number screensizeid The user screen size ID
    string screencolorsid The user color scheme ID
    string devicerecognitionid Device Identifier (IDFA or Advertising ID)
    UnloadVars [json] [not included by default]

    Additional information about impression that can be collected, like viewability settings, viewable or not, etc.
    Not all the browsers provide such information, for example browser without JavaScript cannot send this additional information and cases when unloadvars cannot be passed value is empty. Value {"visibility":{"percentageinterval":0,"time":0}} means that unload was collected, but user have not seen a banner.

    Type Name Explanation
    number id The unload event ID
    structure visibility Contains unload visibility information
    structure interaction Contains unload interaction information
    list<structure> clicks Contains user click structures
    Type Name Explanation
    number percentage The maximum visibility percentage
    number time The duration (ms) when banner was visible
    flag visible1 Indicates whether banner is considered visible by the first set of rules
    flag visible2 Indicates whether banner is considered visible by the second set of rules
    flag visible3 Indicates whether banner is considered visible by the third set of rules
    flag activetab Indicates whether banner was shown in active tab
    Type Name Explanation
    number mouseovercount The number of times mouse was over the banner
    number mouseovertime The cumulative amount of duration (ms) mouse was over the banner
    number videoplaytime The cumulative amount of duration (ms) video was playing
    number engagementtime The cumulative amount of duration (ms) user was interacting with banner
    number expandtime The cumulative amount of duration (ms) banner was expanded
    number exposuretime The cumulative amount of duration (ms) user was exposed to banner
    UniqueCampaignDayFlag

    A field that indicates whether an impression was unique on the Campaign day level. Can be passed as:

    • 1 - if an impression was unique;
    • 0 – if an impression was not unique
    UniqueBannerFlag

    A field that indicates whether an impression was unique on the Banner level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniquePlacementDayFlag

    A field that indicates whether an impression was unique on the Placement day level. Can be passed as:

    • 1 - if an impression was unique;
    • 0 – if an impression was not unique.
    UniquePlacementFlag

    A field that indicates whether an impression was unique on the Placement level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniqueCampaignFlag

    A field that indicates whether an impression was unique on the Campaign level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniqueMediaFlag

    A field that indicates whether an impression was unique on the Media level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    Visibility1Flag

    A field that indicates whether an impression was vieawable. Can be passed as:

    • 1 – if an impression match viewability settings (time and percentage) set in the Adform system, i.e. viewable impression;
    • 0 – if it was not a viewable impression, i.e. did not match viewability settings. 
    VisibilityTime

    A field that indicates for how long a banner was visible (viewable) during an impression (in milliseconds).

    VisibilityPercentage

    A percentage of the banner area which was visible in a user’s screen when an impression was registered.

  • Clicks
    AgencyId [not included by default]

    An ID of an agency, which is unique across Adform. The name of an agency can be retrieved using the metadata.

    BackupBanner

    If a user is unable to view rich media, a static backup image serves instead of the rich media. Some common reasons why the backup image serves instead of the rich media:

    • A user is using an unsupported browser or operating system;
    • A user's browser does not have JavaScript enabled;
    • Flash is not installed in a user's browser;
    • The Flash version of a creative is more recent than the Flash version installed in the user's browser.

    Value "1" is displayed if an impression was counted for a backup banner. 
    Value "0" is displayed if an impression was counted for the main rich media banner.

    BannerId-AdGroupId

    Banner ID (or Ad Group ID, in Search Engine campaign case) is unique across Adform. The name of a banner or an ad group can be retrieved using the metadata.

    BannerElementGroupId

    Used only for Content Enabled Banners with templates, e.g. Ad Messages. The value "0"  is displayed for the rest of the types of banners.

    BatchId

    Internal information used for the Master Data service. An interrupted upload of data can be seamlessly resumed by using a Batch ID.

    Browserid

    An ID of a browser, which is unique across Adform. The name of a browser can be retrieved using the metadata.

    ClientId

    A client ID of an Agency, which is unique across Adform. The name of a client can be retrieved using the metadata.

    CampaignID

    Campaign ID is unique across Adform. The name of a campaign can be retrieved using the metadata.

    ClickDetailID-PaidKeywordID

    In Search Engine campaign case, this column represents Paid Keyword ID, in other cases show Click Details.

    CookieID

    Adform cookie which was assigned to the user's browser. The value "0" means that cookies were disabled or opted-out.

    CookiesEnabled

    This column contains one of the 5 possible values:

    • 1 – Enabled;
    •  Disabled;
    •  OptOut;
    •  Robot;
    •  BrandSafety.
    Cityid

    An ID of a city, which is unique across Adform. The name of a city can be retrieved using the metadata.

    CookieOlderThanCampaign [not included by default]

    If a value "1" is returned, it means that a cookie existed before a campaign. This data can be useful for improved uniqueness calculations. The known name is "adjusted unique" – the main idea is that users, who delete/block cookies, view ads with the same frequency as users who do not delete/block cookies. By calculating an average frequency of “good” cookies, it is possible to project that frequency on all the served impressions and calculate an adjusted number of unique users. 
    “Good” cookies, or cookies representing users, who do not delete/block cookies, are defined as cookies which existed before the start of a campaign.

    DestinationURL

    Full destination URL where user was directed after click on an ad. This information is available in Master data and Data Exports.

    This column cannot be blank.

     

    FrequencyPlacementViewInterval

    Same as the FrequencyCampaignViewInterval, only on a Placement level.

    FrequencyCampaignViewInterval

    An ID of a frequency interval. The ID indicates the beginning of the interval (i.e. 51 stands for [51-70]). This is calculated on a campaign level.

    Read about Campaign Frequency.

     

    InnerBannerId

    Used only for Synchronized Ads. It is a unique internal ID which is assigned to each of the synchronized ad's members. The value "0" is displayed if it is not a Synchronized Ad.

    IP

    A user IP address. In the, the database IP is stored as a number. Master Data service provides IP in a more user-friendly format. IP is shown as 4 octets: xxx.xxx.xxx.xxx.
    Due to the IP legislation in some countries Adform must obfuscate the last octet xxx.xxx.xxx.0 (a setting in the Admin Tools or on the campaign level).

    InventorySourceId

    An RTB Inventory Source – the same one that is set for an RTB activity, e.g. Doubleclick Ad Exchange by Google, Pubmatic, etc.
    The value "0" means that it was not an RTB impression.

    PublisherDomain

    A URL of a publisher's (media's) domain. The URL is already formatted to save space and do not negative impact the overall performance of our self-service reports. That is why 3 levels of subdomain information is being stored for clicks. Full URL is available in the column PublisherDomain(TBD name).
    For example, finance.yahoo.co.uk (for the impression); portfolio.finance.yahoo.co.uk (for the click).

    Can be passed blank for:

    • RTB hidden domains;
    • Non-javascript tags (not supported javascript tags on a device).

    Can be passed as "-" for:

    • Xaxis domains, which are removed due to an agreement.
    PlacementId-ActivityId

    Placement ID (or Activity ID) is unique across Adform. The name of a placement can be retrieved using the metadata.

    TransactionId

    An auto-increment field with an absolute unique value for each transaction (click). The same ID is used in the tracking points' attribution column.

    IsRobot

    A field that indicates wheter it was a robot transaction, e.g. a banner was clicked by a robot. Can be passed as:

    • Yes – if it was a robot transaction;
    • No – if it was not a robot transaction.
    UniqueBannerFlag

    A field that indicates whether a click was unique on the Banner level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniquePlacementFlag

    A field that indicates whether a click was unique on the Placement level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniqueMediaFlag

    A field that indicates whether a click was unique on the Media level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniqueCampaignFlag

    A field that indicates whether a click was unique on the Campaign level. Can be passed as:

    • 1 – if an impression was unique;
    • 0 – if an impression was not unique.
    UniquePlacementDayFlag

    A field that indicates whether a click was unique on the Placement day level. Can be passed as:

    • 1 - if an impression was unique;
    • 0 – if an impression was not unique.
    UniqueCampaignDayFlag

    A field that indicates whether a click was unique on the Campaign day level. Can be passed as:

    • 1 - if an impression was unique;
    • 0 – if an impression was not unique
    RotatorId

    An ID of a rotator, available only when a rotator was used. The value "0" means that the rotator was not used.
    Can be used as an additional dimension for grouping information. 

    It cannot be determined whether it is a simple rotator or a nested one.

     

    DeviceTypeId

    Currently Adform has 5 different device type categories:

    • 1 – Mobile;
    • 2  Desktop and Laptop;
    • 3  Unknown;
    • 4  TV;
    • 5  Tablet.
    Media ID [not included by default]

    A media ID is a provider of an advertising space, such as an online newspaper, a community or other site, where banners are displayed.

    MouseOvers

    This field is inherited from an impression and indicates the number of mouse overs during an impression, during which the click was made.

    MouseOverTime

    This field is inherited from an impression and indicates the total amount of mouse overs’ time (in milliseconds) whithin an impression, during which a click was made.

    PublisherURL

    Full URL of a publisher's (media's) domain where click occurred. This information is available in Master data and Data Exports.
    Can be passed blank for:

    • RTB hidden domains;
    • Xaxis domains, which are removed due to an agreement;
    • Non-javascript tags (not supported javascript tags on a device).
    RtbVars [json] [not included by default]

    Additional information about an RTB click, e.g. price, domain, etc.

    Type Name Explanation
    string requestid The RTB request ID
    number partyid The Ad Exchange ID
    number inventorysourceid The Ad Exchange inventory source ID
    number siteid The ID for further inventory source details
    number siteid The ID for further inventory source details
    number mastertagid The publisher placement ID
    number packageid The inventory source package ID
    string deal The contract information
    number publisherid The publisher ID
    number creativesettingid The publisher advertisement format ID
    number contextualcategoryproviderid The contextual category provider ID
    list<number> categoryids Contains contextual category IDs, matching this interaction
    string rtbdomain The original, un-altered RTB domain
    decimal rtbcost The final RTB winning price or RTB cost of the interaction
    decimal richmediacost The price component - branding solutions cost
    decimal datacost The price component - cookie data cost
    decimal datacostinprovidercurrency The price component - cookie data cost specified in data provider currency
    decimal brandsafetycostincampaigncurrency The price component - brand safety cost
    decimal contextualcategoriescostincampaigncurrency The price component - contextual categories cost
    structure inappdata Contains application description in case in-app advertisement. Detailed description of columns are in the table below
    decimal rtbwinningcost The winning cost of the interaction
    decimal rtbwinningcostwithincludedfee The winning cost of the interaction with included fee
    decimal rtbwinningcostwithtradingdeskfee The winning cost of the interaction with trading desk fee
    structure dmp Contains DMP information. Detailed description of columns are in the table below
    Type Name Explanation
    string appid The application ID
    list<number> appcategories The application category
    number storetype The type of application store
    Type Name Explanation
    string dmpdataproviderids The comma-separated list of dmp data provider ids
    string dmpdataproviders The comma-separated list of dmp data providers
    string dmpsegmentids The comma-separated list of dmp segment ids
    string dmpsegmentsources The comma-separated list of dmp segment sources
    string dmpsegments The comma-separated list of dmp segments
    decimal dmpdatacost The dmp data cost
    string currencycode The currency code of dmp data cost
    RtbCost

    A field that indicates the price which was paid for a click on RTB.

    Rtbdomain

    A second level URL of a publisher’s site where a banner was displayed when a click was registered. Can be passed black if a publisher does not provide such data.

    Visibility1Flag

    This field is inherited from an impression. This means, that if an impression was viewable, the value in the field is passed as "1" and, if the impression was not viewable, the value is passed as "0".

    VisibilityTime

    This field is inherited from an impression and indicates for how long a banner was visible (viewable) during an impression (in milliseconds).

    TagId

    A tag id.

    Read more

     

    Timestamp

    Timestamp with the applied campaign time zone. Each campaign has its own time zone. 
    Adform works with agencies around the world and do not have data centers in every country. The time zone setting is used for showing statistics according to the agency/client time zone.

    UnloadVars [json] [not included by default]

    Additional information about click that can be collected, like viewability settings, viewable or not, etc.
    Not all the browsers provide such information, for example browser without JavaScript cannot send this additional information and cases when unloadvars cannot be passed value is empty. Value {"visibility":{"percentageinterval":0,"time":0}} means that unload was collected, but user have not seen a banner.

    Type Name Explanation
    number id The unload event ID
    structure visibility Contains unload visibility information
    structure interaction Contains unload interaction information
    list<structure> clicks Contains user click structures
    Type Name Explanation
    number percentage The maximum visibility percentage
    number time The duration (ms) when banner was visible
    flag visible1 Indicates whether banner is considered visible by the first set of rules
    flag visible2 Indicates whether banner is considered visible by the second set of rules
    flag visible3 Indicates whether banner is considered visible by the third set of rules
    flag activetab Indicates whether banner was shown in active tab
    Type Name Explanation
    number mouseovercount The number of times mouse was over the banner
    number mouseovertime The cumulative amount of duration (ms) mouse was over the banner
    number videoplaytime The cumulative amount of duration (ms) video was playing
    number engagementtime The cumulative amount of duration (ms) user was interacting with banner
    number expandtime The cumulative amount of duration (ms) banner was expanded
    number exposuretime The cumulative amount of duration (ms) user was exposed to banner
    Type Name Explanation
    number x The X coordinate of the click
    number y The Y coordinate of the click
    UserSettingsVars [json] [not included by default]

    Information is retrieved from a browser's User Agent String, e.g. operating system ID, browser language ID, etc. Names can be retrieved using the metadata.

    Type Name Explanation
    number cityid The user city ID. The corresponding name can be found in metadata
    number countryid The user country ID
    number browserid The user browser ID
    number osid The user operating system ID
    number oslanguageid The user operating system language ID
    number browserlanguageid The user browser language ID
    number screensizeid The user screen size ID
    string screencolorsid The user color scheme ID
    number flashversion The user flash version
    string devicerecognitionid Device Identifier (IDFA or Advertising ID)
  • Tracking Points
    BatchId

    Internal information used for the Master Data service. An interrupted upload of data can be seamlessly resumed by using a Batch ID.

    TransactionId

    An auto-increment field with an absolute unique value for each transaction (tracking point). In the Tracking points' attribution column Impression on Click ID is used. Otherwise, this tracking point is considered as non-campaign.

    Timestamp

    Timestamp with applied tracking campaign time zone. Each tracking campaign (do not confuse with a campaign) has its own time zone.
    Adform works with agencies around the world and do not have data centers in every country. The time zone setting is used for showing statistics according to the agency/client time zone.

    CookieId

    Adform cookie which was assigned to the user's browser. The value "0" means that cookies were disabled or opted-out.

    TrackingPointID

    Internal unique Adform ID for a page of the website of an advertiser.

    AdInteraction

    If value is "0", then pageview was non-campaign, no attribution info is provided in next columns.

    Read more.

     

    TagId

    A tag id.

    Read more

     

    RotatorId

    An ID of a rotator, available only when a rotator was used. The value "0" means that the rotator was not used.
    Can be used as an additional dimension for grouping information. 

    It cannot be determined whether it is a simple rotator or a nested one.

     

    BannerId-AdGroupId

    Banner ID (or Ad Group ID, in Search Engine campaign case) is unique across Adform. The name of a banner or an ad group can be retrieved using the metadata.

    ClickDetailID-PaidKeywordID

    In Search Engine campaign case, this column represents Paid Keyword ID, in other cases show Click Details.

    InnerBannerId

    Used only for Synchronized Ads. It is a unique internal ID which is assigned to each of the synchronized ad's members. The value "0" is displayed if it is not a Synchronized Ad.

    BannerElementGroupId

    Used only for Content Enabled Banners with templates, e.g. Ad Messages. The value "0"  is displayed for the rest of the types of banners.

    PublisherDomain

    A URL of a publisher's (media's) domain. The URL is already formatted to save space and do not negative impact the overall performance of our self-service reports. That is why partial domain information is being stored: 2 subdomain levels for impression, 3 levels for clicks.
    For example, finance.yahoo.co.uk (for the impression); portfolio.finance.yahoo.co.uk (for the click).

    Can be passed blank for:

    • RTB hidden domains;
    • Non-javascript tags (not supported javascript tags on a device).

    Can be passed as "-" for:

    • Xaxis domains, which are removed due to an agreement.
    ReferrerType

    Read about Referrer Type.

     

    Referrer

    URL of a referrer indicating where a session has started. Attribution is being made on a session level.

    NaturalSearchKeywords

    Keywords of natural search.

    OrderId

    A field that indicates the system variable Order ID which contains information collected from the tracked pages of a client's website.

    CampaignID

    Campaign ID is unique across Adform. The name of a campaign can be retrieved using the metadata.

    PlacementId-ActivityId

    Placement ID (or Activity ID) is unique across Adform. The name of a placement can be retrieved using the metadata.

    CookiesEnabled

    This column contains one of the 5 possible values:

    • 1 – Enabled;
    •  Disabled;
    •  OptOut;
    •  Robot;
    •  BrandSafety.
    IsRobot

    A field that indicates wheter it was a robot transaction, e.g. a banner was visited by a robot. Can be passed as:

    • Yes – if it was a robot transaction;
    • No – if it was not a robot transaction.
    FrequencyCampaignViewInterval

    An ID of a frequency interval. The ID indicates the beginning of the interval (i.e. 51 stands for [51-70]). This is calculated on a campaign level.

    Read about Campaign Frequency.

    FrequencyPlacementViewInterval

    Same as the FrequencyCampaignViewInterval, only on a Placement level.

    VisitNumber [not included by default]

    A field that indicates the number of visits which were made by the same user (cookie).

    Read more about Visits.

     

    VisitPageNumber [not included by default]

    A field that indicates the number of pages which were visited during the last visit of a user (cookie).

    RecentAdInteractionFlag

    Recent ad interaction is defined as the start of a user session on a website within a given timeframe (which is 30 seconds by default).
    Can be passed as:

    • 1 – if a user started a session within 30 seconds from the ad display. In such case all hits on a tracking point within a visit are registered as recent.
    • 0 – if a user did not start a session within 30 seconds from the ad display.
    ReactionTime

    Reaction time indicates how much time (in seconds) passed between the last click on a banner and lead. If there are no clicks in visitor's path, then reaction time is calculated between the last impression and lead. Reaction time is calculated for all the tracked pages, not only for lead ones.

    Read more about Reaction Time.

     

    AllSitesUniqueDayFlag [not included by default]

    A field that indicates whether a user was unique within all websites during a day. Can be passed as:

    • 1 – if a user was unique within all websites during a day;
    • 0 – if a user was not unique within all websites during a day.
    PointUniqueSessionFlag [not included by default]

    A field that indicates whether a user was unique for each tracking point within a visit. Can be passed as:

    • 1 – if a user was unique for each tracking point within a visit;
    • 0 – if a user was not unique for each tracking point within a visit.
    IsNoRepeats

    A field that indicates whether a user visited each tracking point without repeats, i.e. page refreshing. Can be passed as:

    • Yes – if a user visited each tracking point without refreshing a page;
    • No – if a user visited each tracking point but refreshed all/some of the pages.
    AllSitesUniqueCampaignFlag [not included by default]

    A field that indicates whether a user was unique within all websites during a campaign. Can be passed as:

    • 1 – if a user was unique within all websites during a campaign;
    • 0 – if a user was not unique within all websites during a campaign.
    SiteUniqueCampaignFlag [not included by default]

    A field that indicates whether a user was unique within each website during a campaign. Can be passed as:

    • 1 – if a user was unique within each website during a campaign;
    • 0 – if a user was not unique within each website during a campaign.
    PointUniqueCampaignFlag [not included by default]

    A field that indicates whether a user was unique for each tracking point within a campaign. Can be passed as:

    • 1 – if a user was unique for each tracking point within a campaign;
    • 0 – if a user was not unique for each tracking point within a campaign.
    UniqueOrderIdFlag [no included by default]

    A field that indicates the tracking point where a visit has started. Can be passed as:

    • 1 – if a visit started on that tracking point;
    • 0 – if a visit has not started on that tracking point.
    PreviuosPageURL

    A field that indicates a page (URL) which a user was visiting before he/she entered a page with the tracking point implemented. 

    PageURL

    A field that indicates a URL of a page where the tracking point is implemented.

    IP

    A user IP address. In the database, the IP is stored as a number. Master Data service provides IP in a more user-friendly format. IP is shown as 4 octets: xxx.xxx.xxx.xxx.
    Due to the IP legislation in some countries Adform must obfuscate the last octet xxx.xxx.xxx.0 (a setting in the Admin Tools or on the campaign level).

    DeviceTypeId

    Currently Adform has 5 different device type categories:

    • 1 – Mobile;
    • 2  Desktop and Laptop;
    • 3  Unknown;
    • 4  TV;
    • 5  Tablet.
    CustomVars [json] [not included by default]

    A field that indicates Custom Variables and their values in the following format, e.g. {“A”:“0”}, where “A” – custom variable, “0” – its value.

    Type Name Explanation
    String orderid The Order ID
    String orderstatus The Order status (initial value, does not reflect further Order status changes)
    String country The country variable
    String categoryid The category ID variable
    String productgroup The product group variable
    String productid The product ID variable
    String productname The product name variable
    Number productcount The product count variable
    Decimal productsales The product sales variable
    Decimal productsales The product sales variable
    Decimal productsales The product sales variable
    Number basketsize The basket size variable
    Decimal sales The sales variable
    String currency The currency variable
    String agegroup The age group variable
    String gender The gender variable
    Key-value systemvariables The storage for sv# variables. The key is Number, the value is String
    Key-value numericsystemvariables The storage for svn# variables. The key is Number, the value is Number
    Key-value customvariables The storage for custom page variables. Legacy storage, left for compatibility
    List subitems Contains sub-items. Their structure is identical to the parent object
    Assists [json] [not included by default]

    A field that indicates the number of conversions for which the media played an assisting role, i.e. was present in the path to conversion at least once.

    Read more

     

    ClientId

    A client ID of an Agency, which is unique across Adform. The name of a client can be retrieved using the metadata.

    AgencyId [not included by default]

    An ID of an agency, which is unique across Adform. The name of an agency can be retrieved using the metadata.

    P2CLeadFlag

    A field that indicates whether a lead is present in a Path to Conversion filter. Can be passed as:

    • 1 – if a lead is present in a Path to Conversion filter;
    • 0 – if a lead is not present in a Path to Conversion filter.
    UserSettingsVars [json] [not included by default]

    Information is retrieved from a browser's User Agent String, e.g. operating system ID, browser language ID, etc. Names can be retrieved using the metadata.

    Type Name Explanation
    number cityid The user city ID. The corresponding name can be found in metadata
    number countryid The user country ID
    number browserid The user browser ID
    number osid The user operating system ID
    number oslanguageid The user operating system language ID
    number browserlanguageid The user browser language ID
    number screensizeid The user screen size ID
    string screencolorsid The user color scheme ID
    number flashversion The user flash version
    string devicerecognitionid Device Identifier (IDFA or Advertising ID)
    Cityid

    An ID of a city, which is unique across Adform. The name of a city can be retrieved using the metadata.

    Browserid

    An ID of a browser, which is unique across Adform. The name of a browser can be retrieved using the metadata.

    RtbVars [json] [not included by default]

    Additional information about an pageview that was visited by RTB campaign, e.g. price, domain, etc.

    Type Name Explanation
    string requestid The RTB request ID
    number partyid The Ad Exchange ID
    number inventorysourceid The Ad Exchange inventory source ID
    number siteid The ID for further inventory source details
    number siteid The ID for further inventory source details
    number mastertagid The publisher placement ID
    number packageid The inventory source package ID
    string deal The contract information
    number publisherid The publisher ID
    number creativesettingid The publisher advertisement format ID
    number contextualcategoryproviderid The contextual category provider ID
    list<number> categoryids Contains contextual category IDs, matching this interaction
    string rtbdomain The original, un-altered RTB domain
    decimal rtbcost The final RTB winning price or RTB cost of the interaction
    decimal richmediacost The price component - branding solutions cost
    decimal datacost The price component - cookie data cost
    decimal datacostinprovidercurrency The price component - cookie data cost specified in data provider currency
    decimal brandsafetycostincampaigncurrency The price component - brand safety cost
    decimal contextualcategoriescostincampaigncurrency The price component - contextual categories cost
    structure inappdata Contains application description in case in-app advertisement. Detailed description of columns are in the table below
    decimal rtbwinningcost The winning cost of the interaction
    decimal rtbwinningcostwithincludedfee The winning cost of the interaction with included fee
    decimal rtbwinningcostwithtradingdeskfee The winning cost of the interaction with trading desk fee
    Type Name Explanation
    sting appid The application ID
    list<number> appcategories The application category
    number storetype The type of application store
    RtbCost

    This field is inherited from an impression and indicates the price which was paid for an impression, after which a user visited the tracking point, on RTB.

    InventorySourceId

    An RTB Inventory Source – the same one that is set for an RTB activity, e.g. Doubleclick Ad Exchange by Google, Pubmatic, etc.
    The value "0" means that it was not an RTB impression.

    RtbDomain

    This field is inherited from an impression and indicates the domain on which an impression, after which a user visited the tracking point, was shown on RTB.

    Visibility1Flag

    This field is inherited from an impression and indicates an impression, from which a user visited the tracking point, was viewable. Can be passed as:

    • 1 – if an impression match viewability settings (time and percentage) set in the Adform system, i.e. viewable impression;
    • 0 – if it was not a viewable impression, i.e. did not match viewability settings. 
    UnloadVars [json] [not included by default]

    Additional information about click that can be collected, like viewability settings, viewable or not, etc.
    Not all the browsers provide such information, for example browser without JavaScript cannot send this additional information and cases when unloadvars cannot be passed value is empty. Value {"visibility":{"percentageinterval":0,"time":0}} means that unload was collected, but user have not seen a banner.

    Type Name Explanation
    number id The unload event ID
    structure visibility Contains unload visibility information
    structure interaction Contains unload interaction information
    list<structure> clicks Contains user click structures
    Type Name Explanation
    number percentage The maximum visibility percentage
    number time The duration (ms) when banner was visible
    flag visible1 Indicates whether banner is considered visible by the first set of rules
    flag visible2 Indicates whether banner is considered visible by the second set of rules
    flag visible3 Indicates whether banner is considered visible by the third set of rules
    flag activetab Indicates whether banner was shown in active tab
    Type Name Explanation
    number mouseovercount The number of times mouse was over the banner
    number mouseovertime The cumulative amount of duration (ms) mouse was over the banner
    number videoplaytime The cumulative amount of duration (ms) video was playing
    number engagementtime The cumulative amount of duration (ms) user was interacting with banner
    number expandtime The cumulative amount of duration (ms) banner was expanded
    number exposuretime The cumulative amount of duration (ms) user was exposed to banner
    Type Name Explanation
    number x The X coordinate of the click
    number y The Y coordinate of the click
    VisibilityTime

    This field is inherited from an impression and indicates for how long a banner was visible (viewable) during an impression (in milliseconds), from which a user visited the tracking point.

    MouseOvers

    This field is inherited from an impression and indicates the number of mouse overs during an impression, from which a user visited the tracking point.

    MouseOverTime

    This field is inherited from an impression and indicates the total amount of mouse overs’ time (in milliseconds) during an impression, from which a user visited the tracking point.

    Media ID [not included by default]

    A media ID is a provider of an advertising space, such as an online newspaper, a community or other site, where banners are displayed.

  • Events
    AssetID [not included by default]

    An ID of an asset, which is unique across Adform. The name of an asset can be retrieved using the metadata.

    BackupBanner

    If a user is unable to view rich media, a static backup image serves instead of the rich media. Some common reasons why the backup image serves instead of the rich media:

    • A user is using an unsupported browser or operating system;
    • A user's browser does not have JavaScript enabled;
    • Flash is not installed in a user's browser;
    • The Flash version of a creative is more recent than the Flash version installed in the user's browser.

    Value "1" is displayed if an impression was counted for a backup banner. 
    Value "0" is displayed if an impression was counted for the main rich media banner.

    Banner events that were triggered by the users. The list of all possible banner event values: Reserved Banner Events.

    BannerId-AdGroupId

    Banner ID (or Ad Group ID, in Search Engine campaign case) is unique across Adform. The name of a banner or an ad group can be retrieved using the metadata.

    BannerVars [json] [not included by default]

    A field that indicates user-entered information from a banner.

    Type Name Explanation
    Key-value variable The storage for various custom banner variables. The key is Number, the value is String.
    BatchId

    Internal information used for the Master Data service. An interrupted upload of data can be seamlessly resumed by using a Batch ID.

    Browserid

    An ID of a browser, which is unique across Adform. The name of a browser can be retrieved using the metadata.

    CampaignId

    Campaign ID is unique across Adform. The name of a campaign can be retrieved using the metadata.

    Cityid

    An ID of a city, which is unique across Adform. The name of a city can be retrieved using the metadata.

    ClientId [not included by default]

    A client ID of an Agency, which is unique across Adform. The name of client can be retrieved through api.adform.com.

    CookieID

    Adform cookie which was assigned to the user's browser. The value "0" means that cookies were disabled or opted-out.

    CookiesEnabled

    This column contains one of the 5 possible values:

    • 1 – Enabled;
    • 2  Disabled;
    • 3  OptOut;
    • 4  Robot;
    • 5  BrandSafety.
    DeviceTypeId

    Currently Adform has 5 different device type categories:

    • 1 – Mobile;
    • 2  Desktop and Laptop;
    • 3  Unknown;
    • 4  TV;
    • 5  Tablet.

    Every impression can be engaged or not:

    • Value "1" is displayed when an engaging event occurred within 10 minutes time frame since an impression was shown to a user;
    • Value "0" is displayed when there was no engaging event during 10 minutes after an impression was shown to a user.
    EventID

    An ID of an event, which is unique across Adform. The name of an event can be retrieved using the metadata.

    InnerBannerId

    Used only for Synchronized Ads. It is a unique internal ID which is assigned to each of the synchronized ad's members. The value "0" is displayed if it is not a Synchronized Ad.

    IP

    A user IP address. In the database, the IP is stored as a number. Master Data service provides IP in a more user-friendly format. IP is shown as 4 octets: xxx.xxx.xxx.xxx.
    Due to the IP legislation in some countries Adform must obfuscate the last octet xxx.xxx.xxx.0 (a setting in the Admin Tools or on the campaign level).

    IsRobot

    A field that indicates wheter it was a robot transaction, e.g. a banner was interacted by a robot. Can be passed as:

    • Yes – if it was a robot transaction;
    • No – if it was not a robot transaction.
    Media ID [not included by default]

    A media ID is a provider of an advertising space, such as an online newspaper, a community or other site, where banners are displayed.

    PlacementId-ActivityId

    Placement ID (or Activity ID) is unique across Adform. The name of a placement can be retrieved using the metadata.

    TagId

    A tag id.

    Read more

     

    Timestamp

    Timestamp with the applied campaign time zone. Each campaign has its own time zone. 
    Adform works with agencies around the world and do not have data centers in every country. The time zone setting is used for showing statistics according to the agency/client time zone.

    TransactionId

    An auto-increment field with an absolute unique value for each transaction (event).

    UserSettingsVars [json] [not included by default]

    Information is retrieved from a browser's User Agent String, e.g. operating system ID, browser language ID, etc. Names can be retrieved using the metadata.

    Type Name Explanation
    number cityid The user city ID. The corresponding name can be found in metadata
    number countryid The user country ID
    number browserid The user browser ID
    number osid The user operating system ID
    number oslanguageid The user operating system language ID
    number browserlanguageid The user browser language ID
    number screensizeid The user screen size ID
    string screencolorsid The user color scheme ID
    number flashversion The user flash version
    string devicerecognitionid Device Identifier (IDFA or Advertising ID)