Singular Metrics and Dimensions Glossary

« Back to Singular Analytics

Learn about all the fields offered in Singular reports. Note that some of the metrics and dimensions below are limited to enterprise customers or customers using premium features.

 

Show: All  General Report Creative Report SKAdNetwork Raw SKAdNetwork Report Ad Mon Report

Field Name in Singular Web App Field Name in Singular API & Data Destinations (ETL) Description Availability in Reports
Pulled From
(Learn More)
Dimensions        
Account ID
adn_account_id
Your account ID from which we pulled the data. In some networks, such as Facebook and Google Ads, you may have multiple ad account IDs.
Network
Account Name
adn_account_name
The account name of the campaign, as reported by the ad network (when applicable).
Network
Ad Instance ID
instance_id
The targeting (be it country or a specific app) associated with the bid. Some networks refer to this dimension as Line Item or Mediation Group.
 
Ad Instance Name
instance_name
The targeting (be it country or a specific app) associated with the bid. Some networks refer to this dimension as Line Item or Mediation Group.
 
Ad Monetization Source
source
In Ad Monetization Reporting: the name of the monetization network.
 
Ad Placement ID
ad_placement_
id
The placement of the ad within the app (not to be confused with the ad type or the geo). Note that this dimension is given different names in different ad networks.

 

 
Ad Placement Name
ad_placement_
name
The placement of the ad within the app (not to be confused with the ad type or the geo). Note that this dimension is given different names in different ad networks.
 
Ad Type ID
ad_type_id
The type of the ad, e.g., "banner" or "rewarded video". In other platforms, this may be referred to as the Ad Unit or the Ad Format.
 
Ad Type Name
ad_type_name
The type of the ad, e.g., "banner" or "rewarded video". In other platforms, this may be referred to as the Ad Unit or the Ad Format.
 
Affiliate ID
affiliate_id
In cases where there is a third party involved in the campaign, e.g. if the network bought inventory from another platform, or a DSP bought inventory from an exchange, this is the ID of the platform/exchange.
Network
Affiliate Name
affiliate_name
In cases where there is a third party involved in the campaign, e.g. if the network bought inventory from another platform, or a DSP bought inventory from an exchange, this is the name of the platform/exchange.
Network
App
app
The app name as configured in the Apps page.
Network/ Tracker
Asset ID
asset_id
"Asset ID" and "Asset Name" apply only to Google Ads UAC (mobile app) campaigns and Facebook Ads AAA campaigns. These campaigns have an additional level of granularity in which a single creative (ad) can contain multiple assets (images, videos, and texts), and each asset has its own name and ID. For more information, see the Google Ads Data Connector Guide and Facebook Data Connector.
Note: Due to a Google Ads API limitation, you currently can't see Installs broken down by asset, only by creative.
Network
Asset Name
asset_name
"Asset ID" and "Asset Name" apply only to Google Ads UAC (mobile app) campaigns and Facebook Ads AAA campaigns. These campaigns have an additional level of granularity in which a single creative (ad) can contain multiple assets (images, videos, and texts), and each asset has its own name and ID. For more information, see the Google Ads Data Connector Guide and Facebook Data Connector.
Note: Due to a Google Ads API limitation, you currently can't see Installs broken down by asset, only by creative.
Network
Bid Amount
bid_amount
The bid amount in your organization's default currency (converted from Original Bid Amount). Note: For Google Ads, Singular only pulls the bid amount for campaigns in which the Bid Type is “Target CPA”.

See the Campaign Properties FAQ for more information.
 
Bid Strategy
bid_strategy
This dimension contains the original data that we pulled from the ad network in order to deduce the Standardized Bid Strategy.

See the Campaign Properties FAQ for more information. To see exactly which setting we pull from each network and the logic we use to standardize it, see Campaign Properties Data Mapping.
 
Bid Type
bid_type
This dimension contains the original data that we pulled from the ad network in order to deduce the Standardized Bid Type.

See the Campaign Properties FAQ for more information. To see exactly which setting we pull from each network and the logic we use to standardize it, see Campaign Properties Data Mapping.
 
Campaign ID
unified_ campaign_id
The ID of the campaign (see Campaign Name for more information).
Network/ Tracker
Campaign Name
unified_ campaign_name
The name of the campaign. Usually this is pulled from the ad network, but if it's missing in the ad network, the dimension reflects the campaign name reported by the attribution tracker.
Network/ Tracker
Campaign Objective
campaign_
objective
For ad networks that distinguish between the campaign objective and the bid type, such as Facebook and Snapchat, this dimension contains the campaign objective. You can also use it to find out if this is a mobile app install campaign. To see exactly which setting we pull from each network to populate this dimension, see Campaign Properties Data Mapping.
 
Campaign Status
campaign_status
Is the campaign live or not? Note that this is not a standardized dimension, so it may contain different values based on the ad network, e.g. “live/not live” vs. “true/false”.
 
Campaign URL
adn_campaign_
url
The URL that is triggered when a user clicks on a campaign ad (the tracking link URL), as reported by the network. See also: Final URL.
Network
City
city_field
The user's city, as reported by the ad network. The availability of this dimension depends on the network. Not available for creative reports.
Network
Click Type
adn_click_type
The click type as reported by the ad network, where applicable.
Network
Conversion Type
conversion_type
How the user interacted with the ad. Possible values: "Click-through" (an ad click) or "View-through" (an ad impression).
 
Conversion Value
skan_conversion_ value
The SKAdNetwork conversion value (a number between 0 and 63).
 
Conversion Value Description
skan_conversion_ value_description
A summary of the meaning of the conversion value in the context of the conversion model defined for the campaign.
 
Country
country_field
The user's country, as reported by the network.
Network/ Tracker
Country
ad_country
The country in which the ad was served.
 
Creative Format
creative_format
[NEW] The format of the creative as defined by the ad network. This dimension gives more detailed information than Normalized Creative Type. Currently available for Vungle, AppLovin, Unity, and IronSource campaigns.

The expected values are:
For Vungle: "dynamic interstitial", "square dynamic interstitial", "showcase", "looping", "carousel", "gradient", "swipe"
For AppLovin: "GRAPHIC", "VIDEO", "REWARD" (rewarded video), "PLAY" (playable ad)
For Ironsource: “Video & Carousel”, “Video & Full Screen”, “Video & Interactive End Card”, “Playable”, “Interactive Video”
 
Creative Height
creative_height
The height of an image/video creative, in pixels.
 
Creative ID
creative_id
The unique identifier of the creative.
 
Creative Name
creative_name
The name of the creative, usually given by the customer.
 
Creative Reported URL
creative_
reported_url
The URL that is triggered when the user clicks the creative.
 
Creative Width
creative_width
The width of an image/video creative, in pixels.
 
Device Model
device_model
In Aura campaigns only: the device model the ad was displayed in, e.g., LM-X320.
Network
DMA ID
dma_id_field
The ID of the Designated Marketing Area that the ad was targeted to. The availability of this dimension depends on the network. Not available for creative reports.
Network
DMA Name
dma_name_field
The name of the Designated Marketing Area that the ad was targeted to. The availability of this dimension depends on the network. Not available for creative reports.
Network
Facebook Ad Set ID
fb_adset_id
In Facebook campaigns only: the "Ad Set ID" given by Facebook.
Network
Facebook Campaign ID
fb_campaign_id
In Facebook campaigns only: the campaign ID given by Facebook.
Network
Facebook ROAS Bid
min_roas
For Facebook campaigns in which the campaign objective was set to Lowest Cost with Min ROAS (rather than having a set bid amount in dollars), we store the minimum ROAS percent in this dimension. The Bid Amount dimension for these campaigns will be empty.
 
Final URL
final_url
In Google Ads (AdWords) campaigns, this field contains the tracking link arguments (suffixes), as they are not included in the Campaign URL reported by Google.
Network
Is UAC
is_uac
In Google Ads (AdWords) campaigns only: is the campaign a "Universal App Campaign" (see Google's documentation for more information).
Network
Keyword
keyword
In search results ad campaigns: the search keyword as reported by the ad network. Applicable to Apple Search Ads, Bing, Google Ads (AdWords), Yahoo, etc.
Network
Keyword ID
keyword_id
The internal ID given by the ad network to the targeted search keyword.
Network
Network Campaign ID
adn_campaign_id
The ID of the campaign, as pulled from the ad network.
Network
Network Campaign Name
adn_campaign_
name
The name of the campaign, as pulled from the ad network.
Network
Network Creative ID
adn_creative_id
The creative ID as reported by the ad network.
Network
Network Creative Name
adn_creative_
name
The creative name as reported by the ad network.
Network
Network Sub Campaign ID
adn_sub_
campaign_id
The ID of the sub-campaign, as pulled from the ad network. A sub-campaign is Singular's name for an additional grouping of ads that some networks have under the campaign level. Some networks may call it "ad group" or "ad set".
 
Network Sub Campaign Name
adn_sub_
campaign_name
The name of the sub-campaign, as pulled from the ad network. A sub-campaign is Singular's name for an additional grouping of ads that some networks have under the campaign level. Some networks may call it "ad group" or "ad set".
 
Normalized Creative Type
creative_type
"Video", "Image", "Text", or "Carousel". If the Creative Type is "Text," it means the ad has only text. "Carousel" is a Facebook ad format that displays multiple images in a single ad.

Notes:
This dimension was formerly named "Creative Type" in the web UI.
See also the Creative Format dimension.
 
Original Bid Amount
original_bid_
amount
The bid amount in the original currency.
 
Original Bid Currency
original_ metadata_
currency
The original currency of the bid (see Original Bid Amount).
 
Original Currency
adn_original_
currency
The original currency as reported by the ad network. This may be different from the default currency set up for you in Singular.
Network
OS
os
The operating system of the marketed product. For an app, this usually indicates which app store the app is sold in, e.g., "iOS" or "Android".
Network/ Tracker
Platform
platform
The platform of the marketed product, e.g., "iPhone" or "iPad".
Network/ Tracker
Public Id
site_public_id
The app's ID in the Apple App Store or Google Play (see What is the difference between an app and an app site?).
 
Publisher ID
publisher_id
The hashed ID of the publisher (app) in which the ad has been displayed.
Network
Publisher Site ID
publisher_site_id
The public ID of the publisher (app) in which the ad has been displayed. This field is only populated if this information is provided by the ad network.
Network
Publisher Site Name
publisher_site_ name
The name of the publisher (app) in which the ad has been displayed. This field is only populated if this information is provided by the ad network.
Network
Region
region_field
The user's geographic region, as reported by the ad network. The availability of this dimension depends on the network. Not available for creative reports.
Network
Re-Downloads
skan_redownloads
Apple's SKAdNetwork postbacks include a "redownload" field. According to Apple, this is set to true if the app has already been downloaded and installed by the same user (same Apple ID). Singular marks every SKAdNetwork install accordingly as either a "download" or a "redownload."
 
Retargeting
retention
Whether the campaign is a retargeting campaign (Yes/No).
 
SKAN App ID
skan_app_id
The value of the 'app-id' parameter in Apple's SKAdNetwork postback.
 
SKAN Campaign ID
skan_campaign_id
The value of the 'campaign-id' parameter in Apple's SKAdNetwork postback.
 
SKAN Network ID
skan_network_id
The value of the 'ad-network-id' parameter in Apple's SKAdNetwork postback.
 
SKAN Publisher ID
skan_publisher_id
The value of the 'source-app-id' parameter in Apple's SKAdNetwork postback.
 
Source
source
The name of the data source (usually the ad network).
Network/ Tracker
Standardized Bid Strategy
standardized_
bid_strategy
The bid strategy for the campaign:

Manual: A fixed bid you determined in advance, e.g. $7 per install or $8 per action.
Target: Bidding based on a target bid amount, e.g. $7 CPI, as used in Facebook and Google Ads.
Max: Bidding based on a maximum bid amount (e.g. in Facebook when your choice is “Lowest Cost with Bid Cap”). If this is your Standardized Bid Strategy, the Bid Amount represents the maximum amount you were willing to pay.
Auto: Automatic bidding (e.g. in Facebook when your choice is “Lowest Cost without Cap”). If the Standardized Bid Strategy is Auto, the Bid Amount dimension is going to be empty.
 
Standardized Bid Type
standardized_
bid_type
The method by which the bid is set up: ROI (ROAS), CPM, CPC, CPI, CPA, or CPCV.
Network
Status
adn_status
The campaign status (enabled/disabled) as reported by the network (when applicable).
Network
Sub Ad Network
adn_sub_
adnetwork_name
The sub ad network, as reported by the ad network. This is an additional level of hierarchy that some networks have. E.g., Google Ads has YouTube, Shopping, etc.
Network
Sub Campaign ID
sub_campaign_id
The sub-campaign ID (when applicable). A sub-campaign is Singular's name for an additional grouping of ads that some networks have under the campaign level. Some networks may call it "ad group" or "ad set".
Network/ Tracker
Sub Campaign Name
sub_campaign_
name
The sub-campaign name (when applicable). A sub-campaign is Singular's name for an additional grouping of ads that some networks have under the campaign level. Some networks may call it "ad group" or "ad set".
Network/ Tracker
Text
creative_text
The text associated with the creative (the creative may or may not have other elements associated with it, such as an image or a video).
 
Tracking URL
tracking_url
In Google Ads (AdWords) campaigns, each ad click triggers two separate URLs: a destination (e.g. the advertiser's store) and a tracking URL. This field contains the tracking URL.
Network
Tracker Campaign ID
tracker_
campaign_id
The campaign ID as pulled from the tracker.
Tracker
Tracker Campaign Name
tracker_
campaign_name
The campaign name as pulled from the tracker.
Tracker
Tracker Creative ID
tracker_
creative_id
The creative ID as reported by the tracker.
Tracker
Tracker Creative Name
tracker_
creative_name
The creative name as reported by the tracker.
Tracker
Tracker Name
tracker_
name
The name configured in the attribution tracker's platform for the tracking link.
Tracker
Tracker Source Name
tracker_
source_name
The name of the ad network, as pulled from the tracker. May be slightly different than the Source field (which holds the network name as it's listed in Singular).
Tracker
Tracker Sub Campaign ID
tracker_sub_
campaign_id
The ID of the sub campaign (ad group/ad set), as pulled from the tracker.
Tracker
Tracker Sub Campaign Name
tracker_sub_
campaign_ name
The name of the sub campaign (ad group/ad set), as pulled from the tracker.
Tracker
UTC Offset
adn_utc_offset
The timezone offset of the campaign data, relative to UTC.
Network
Validated
skan_validated
As a part of Singular's SKAdNetwork solution, Singular not only receives and parses SKAdNetwork postbacks from ad networks but also checks with Apple to confirm that each postback represents an actual install. Validation ensures that installs are not fraudulent.
 
N/A *
admon_data_
source
The source of data for ad revenue. This dimension is useful if you are using more than one method of pulling ad revenue ROI data (learn about the available methods) and want to get the metrics broken down by source.

Notes:
-  To get the name of the ad revenue metric, query the Cohort Metrics endpoint.
- admon_data_source is only available in the API. If you are running reports in the Singular web app, see How can I tell where my ad revenue data is taken from?
 
N/A *
creative_hash
The calculated MD5 hash for the creative.
 
N/A *
creative_is_video
True if the creative is a video, false otherwise.
 
N/A *
creative_url
The URL of the creative (or ad).
 
N/A *
creative_image_
hash
The calculated MD5 hash specifically for the image (in contrast with creative_hash, which is a hash for the entire contents of any creative, including text).
 
N/A *
data_connector_id
The ID of the data connector through which the data was pulled.

Note on "data connector" vs. "source": In Singular, a "source" is an ad network partner from which Singular pulls your advertising data. A "data connector" is a tool that connects to an ad network and pulls data. You may have multiple data connectors sharing the same source. This means they pull data into Singular from the same platform (but with different account names, settings, etc.).
 
N/A *
data_connector_
source_name
The ad network that the data connector pulled data from.
 
N/A *
data_connector_
timestamp_utc
The date and time in which Singular started pulling data from the network. This tells you how fresh the data is.
 
N/A *
data_connector_
username
 
 
N/A *
singular_
campaign_id
The campaign ID in Singular. This may be different from the original campaign ID - for example, if there are duplicates.
 
N/A *
singular_
creative_id
An identifier given by Singular to the creative. This may be different from the original ID pulled from the ad network or the tracker (for example, if there are duplicates).
 
Metrics        
Ad Clicks
ad_clicks
The number of times a user clicked on an ad.
 
Ad Impressions
ad_impressions
How many times ads were viewed in your app (as reported by the network). This includes both videos and static ads.
 
Ad Requests
ad_requests
How many times your app contacted the network requesting an ad to display.
 
Ad Revenue
ad_revenue
The aggregated revenue reported by the network.
 
ARPU
arpu
Average revenue per user.
 
Bid Requests
bid_requests
The number of requests by the publisher to open an auction. Currently only applicable to Facebook’s RTB.
 
Bid Responses
bid_responses
The number of bids responded to by the auction, i.e. the bid payload for each bid. Currently only applicable to Facebook’s RTB.
 
Clicks
custom_clicks
Number of ad clicks. By default, this metric is pulled from the tracker side, but it can be set up to show clicks reported by the ad network.
 
Clicks Discrepancy
clicks_discrepancy
The difference between clicks reported by the tracker and clicks reported by the network. Use this metric to help you identify and troubleshoot major discrepancies. Formula: Tracker Clicks - Network Clicks
 
Completed Video View Rate
completed_video_
view_ rate
Percentage of videos that were viewed in their entirety out of videos that were initiated. Formula: (Completed Video Views / Video Views) * 100
 
Completed Video Views
completed_video_
views
How many videos were viewed in their entirety.
 
Completed Video Views
ad_completed_
video_views
How many users viewed a video in its entirety. Note that not all networks provide this information.
 
Completed Video View Rate
ad_completed_
video_view_rate
Percentage of videos that were viewed in their entirety out of videos that were initiated. Formula: (Completed Video Views / Video Views) * 100
 
Cost
adn_cost
Cost (ad spend) reported by the ad network, in your default currency configured in Singular.
 
CTR
ctr
Click-through rate (ratio of clicks to impressions).
 
CVR
cvr
Conversion rate (ratio of installs to clicks).
 
DAU
daily_active_users
Daily Active Users: Number of unique users who had at least one session in the day. The day is the rolling day since the user's time of attribution. For periods of more than one day, the DAU is the average of the daily active users for the selected days.
 
eCPC
ecpc
Effective Cost per Click: the total cost divided by the total click count.
 
eCPCV
ad_ecpcv
Effective cost per completed view. Formula: Revenue / Completed Video Views
 
eCPI
ecpi
Effective Cost per Install: the total cost divided by the total install count.
 
eCPI (Orig. Cost)
ecpi_original_cost
Effective Cost per Install, but based on the original cost, before any currency conversions.
 
eCPM
ecpm
Effective Cost per Mille: the cost per 1000 impressions.
 
eCPM
ad_ecpm
Effective cost per one thousand impressions.
 
eCPV
ad_ecpv
Effective cost per view. Formula: Revenue / Video Views
 
Est. Conversions
adn_estimated_
total_conversions
An estimate of total conversions as reported by the ad network (when available).
 
Estimated Revenue
skan_estimated_ revenue
Revenue from campaigns that use a Revenue-type model. For more information, see What is Estimated Revenue and How is It Calculated?
 
Estimated ROI
skan_estimated_ ROI
ROI calculated based on skan_estimated_revenue.
 
Filled Ad Requests
filled_ad_requests
How many ads the network served after receiving a request.
 
Fill Rate
ad_fill_rate
Percentage of ad requests that were answered by the network. Formula: (Filled Ad Requests / Ad Requests) * 100
 
Impressions
custom_
impressions
Number of ad views. By default, this metric is pulled from the network side.
 
Impressions Discrepancy
impressions_
discrepancy
The difference between impressions reported by the tracker and impressions reported by the network. Use this metric to identify and troubleshoot major discrepancies. Formula: Tracker Impressions - Network Impressions
 
Installs
custom_installs
Installs as displayed in the Singular UI. This is a custom field and can be set to show network-side installs for some sources and tracker-side installs for other sources.
 
Installs Discrepancy
installs_
discrepancy
The difference between installs reported by the tracker and installs reported by the network. Use this metric to help you identify and troubleshoot major discrepancies. Formula: Tracker Installs - Network Installs
 
Network Clicks
adn_clicks
The number of ad clicks as reported by the ad network.
 
Network Impressions
adn_impressions
The number of ad views as reported by the ad network.
 
Network Installs
adn_installs
The number of app installs as reported by the ad network.
 
oCVR
ocvr
Conversion rate from impressions to installs (the number of installs divided by impressions).
 
Original Cost
adn_original_cost
Original cost (presented in the original currency) reported by the ad network. In API queries, we recommend using this metric only when using the "adn_original_currency" dimension
 
Original Currency
adn_original_
currency
The currency of the Original Cost value.
 
Original Revenue
original_revenue
If there are any custom calculations applied to the "Revenue" metric in your account, use "Original Revenue" to see the original revenue value as reported by the source.
 
Re-Engagements
tracker_
reengagements
Number of re-engaged users.
 
Revenue
revenue
The revenue gained from the cohort of users in the selected cohort period.
 
ROI
roi
Return on Investment (return on ad spend): the revenue divided by the cost.
 
SKAN eCPI
skan_ecpi
Effective Cost per Install: the total cost divided by the number of SKAN installs.
 
SKAN Installs
skan_installs
Number of installs as reported by SKAdNetwork.
 
SKAN oCVR
skan_ocvr
Conversion rate from impressions to SKAN installs.
 
Tracker Clicks
tracker_clicks
Clicks reported by the attribution tracker.
 
Tracker Installs
tracker_installs
Number of installs as reported by the attribution tracker.

For SKAdNetwork Reports, these are installs that were attributed by the tracker based on device matching, as opposed to "SKAN Installs", which are based on SKAdNetwork postbacks. See What are tracker installs?
 
Video Views
video_views
How many videos were initiated. Depending on the network and ad type, this metric may be the same as "ad impressions".
 
Video Views
ad_video_views
How many videos were initiated. This metric can sometimes be the same as ad impressions. It depends on the network and the ad type.
 
Video Views 25%
video_views_
25pct
How many videos were viewed to the 25% point.
 
Video Views 50%
video_views_
50pct
How many videos were viewed to the halfway point.
 
Video Views 75%
video_views_
75pct
How many videos were viewed to the 75% point.
 

* Dimensions where the Name in Web App is "N/A" are only available through the Singular API.

Was this article helpful?