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
| 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).
|
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Network
|
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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.
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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.
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Ad Monetization Source
|
source
|
In Ad Monetization Reporting: the name of the monetization network.
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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.
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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.
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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.
|
|
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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.
|
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|
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.
|
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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.
|
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Network
|
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App
|
app
|
The app name as configured in the Apps page.
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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. |
|
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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. |
|
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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. |
|
|
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Campaign ID
|
unified_ campaign_id
|
The ID of the campaign (see Campaign Name for more information).
|
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Network/ Tracker
|
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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.
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Network/ Tracker
|
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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.
|
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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”.
|
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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.
|
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Network
|
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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
|
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Conversion Type
|
conversion_type
|
How the user interacted with the ad. Possible values: "Click-through" (an ad click) or "View-through" (an ad impression).
|
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Conversion Value
|
skan_conversion_ value
|
The SKAdNetwork conversion value (a number between 0 and 63).
|
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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.
|
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|
Country
|
country_field
|
The user's country, as reported by the network.
|
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Network/ Tracker
|
|
Country
|
ad_country
|
The country in which the ad was served.
|
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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” |
|
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Creative Height
|
creative_height
|
The height of an image/video creative, in pixels.
|
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Creative ID
|
creative_id
|
The unique identifier of the creative.
|
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Creative Name
|
creative_name
|
The name of the creative, usually given by the customer.
|
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Creative Reported URL
|
creative_
reported_url |
The URL that is triggered when the user clicks the creative.
|
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Creative Width
|
creative_width
|
The width of an image/video creative, in pixels.
|
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Device Model
|
device_model
|
In Aura campaigns only: the device model the ad was displayed in, e.g., LM-X320.
|
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Network
|
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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.
|
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Network
|
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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.
|
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Network
|
|
Facebook Ad Set ID
|
fb_adset_id
|
In Facebook campaigns only: the "Ad Set ID" given by Facebook.
|
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Network
|
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Facebook Campaign ID
|
fb_campaign_id
|
In Facebook campaigns only: the campaign ID given by Facebook.
|
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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.
|
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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.
|
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Network
|
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Is UAC
|
is_uac
|
In Google Ads (AdWords) campaigns only: is the campaign a "Universal App Campaign" (see Google's documentation for more information).
|
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Network
|
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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.
|
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Network
|
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Keyword ID
|
keyword_id
|
The internal ID given by the ad network to the targeted search keyword.
|
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Network
|
|
Network Campaign ID
|
adn_campaign_id
|
The ID of the campaign, as pulled from the ad network.
|
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Network
|
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Network Campaign Name
|
adn_campaign_
name |
The name of the campaign, as pulled from the ad network.
|
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Network
|
|
Network Creative ID
|
adn_creative_id
|
The creative ID as reported by the ad network.
|
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Network
|
|
Network Creative Name
|
adn_creative_
name |
The creative name as reported by the ad network.
|
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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".
|
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|
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".
|
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|
|
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. |
|
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Original Bid Amount
|
original_bid_
amount |
The bid amount in the original currency.
|
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Original Bid Currency
|
original_ metadata_
currency |
The original currency of the bid (see Original Bid Amount).
|
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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.
|
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Network
|
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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
|
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Platform
|
platform
|
The platform of the marketed product, e.g., "iPhone" or "iPad".
|
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Network/ Tracker
|
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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?).
|
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Publisher ID
|
publisher_id
|
The hashed ID of the publisher (app) in which the ad has been displayed.
|
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Network
|
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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.
|
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Network
|
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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.
|
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Network
|
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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.
|
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Network
|
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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."
|
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Retargeting
|
retention
|
Whether the campaign is a retargeting campaign (Yes/No).
|
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SKAN App ID
|
skan_app_id
|
The value of the 'app-id' parameter in Apple's SKAdNetwork postback.
|
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SKAN Campaign ID
|
skan_campaign_id
|
The value of the 'campaign-id' parameter in Apple's SKAdNetwork postback.
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SKAN Network ID
|
skan_network_id
|
The value of the 'ad-network-id' parameter in Apple's SKAdNetwork postback.
|
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SKAN Publisher ID
|
skan_publisher_id
|
The value of the 'source-app-id' parameter in Apple's SKAdNetwork postback.
|
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Source
|
source
|
The name of the data source (usually the ad network).
|
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Network/ Tracker
|
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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. |
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Standardized Bid Type
|
standardized_
bid_type |
The method by which the bid is set up: ROI (ROAS), CPM, CPC, CPI, CPA, or CPCV.
|
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Network
|
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Status
|
adn_status
|
The campaign status (enabled/disabled) as reported by the network (when applicable).
|
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Network
|
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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.
|
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Network
|
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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".
|
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Network/ Tracker
|
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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".
|
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Network/ Tracker
|
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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).
|
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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.
|
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Network
|
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Tracker Campaign ID
|
tracker_
campaign_id |
The campaign ID as pulled from the tracker.
|
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Tracker
|
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Tracker Campaign Name
|
tracker_
campaign_name |
The campaign name as pulled from the tracker.
|
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Tracker
|
|
Tracker Creative ID
|
tracker_
creative_id |
The creative ID as reported by the tracker.
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Tracker
|
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Tracker Creative Name
|
tracker_
creative_name |
The creative name as reported by the tracker.
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Tracker
|
|
Tracker Name
|
tracker_
name |
The name configured in the attribution tracker's platform for the tracking link.
|
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Tracker
|
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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).
|
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Tracker
|
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Tracker Sub Campaign ID
|
tracker_sub_
campaign_id |
The ID of the sub campaign (ad group/ad set), as pulled from the tracker.
|
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Tracker
|
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Tracker Sub Campaign Name
|
tracker_sub_
campaign_ name |
The name of the sub campaign (ad group/ad set), as pulled from the tracker.
|
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Tracker
|
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UTC Offset
|
adn_utc_offset
|
The timezone offset of the campaign data, relative to UTC.
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Network
|
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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.
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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? |
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N/A *
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creative_hash
|
The calculated MD5 hash for the creative.
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N/A *
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creative_is_video
|
True if the creative is a video, false otherwise.
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N/A *
|
creative_url
|
The URL of the creative (or ad).
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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).
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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.). |
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N/A *
|
data_connector_
source_name |
The ad network that the data connector pulled data from.
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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.
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N/A *
|
data_connector_
username |
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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.
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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).
|
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|
| Metrics | ||||
|
Ad Clicks
|
ad_clicks
|
The number of times a user clicked on an ad.
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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.
|
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Ad Requests
|
ad_requests
|
How many times your app contacted the network requesting an ad to display.
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Ad Revenue
|
ad_revenue
|
The aggregated revenue reported by the network.
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ARPU
|
arpu
|
Average revenue per user.
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Bid Requests
|
bid_requests
|
The number of requests by the publisher to open an auction. Currently only applicable to Facebook’s RTB.
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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.
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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.
|
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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
|
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|
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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
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Completed Video Views
|
completed_video_
views |
How many videos were viewed in their entirety.
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Completed Video Views
|
ad_completed_
video_views |
How many users viewed a video in its entirety. Note that not all networks provide this information.
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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
|
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Cost
|
adn_cost
|
Cost (ad spend) reported by the ad network, in your default currency configured in Singular.
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CTR
|
ctr
|
Click-through rate (ratio of clicks to impressions).
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CVR
|
cvr
|
Conversion rate (ratio of installs to clicks).
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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.
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|
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eCPC
|
ecpc
|
Effective Cost per Click: the total cost divided by the total click count.
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eCPCV
|
ad_ecpcv
|
Effective cost per completed view. Formula: Revenue / Completed Video Views
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|
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eCPI
|
ecpi
|
Effective Cost per Install: the total cost divided by the total install count.
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eCPI (Orig. Cost)
|
ecpi_original_cost
|
Effective Cost per Install, but based on the original cost, before any currency conversions.
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eCPM
|
ecpm
|
Effective Cost per Mille: the cost per 1000 impressions.
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eCPM
|
ad_ecpm
|
Effective cost per one thousand impressions.
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eCPV
|
ad_ecpv
|
Effective cost per view. Formula: Revenue / Video Views
|
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Est. Conversions
|
adn_estimated_
total_conversions |
An estimate of total conversions as reported by the ad network (when available).
|
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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?
|
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Estimated ROI
|
skan_estimated_ ROI
|
ROI calculated based on skan_estimated_revenue.
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Filled Ad Requests
|
filled_ad_requests
|
How many ads the network served after receiving a request.
|
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Fill Rate
|
ad_fill_rate
|
Percentage of ad requests that were answered by the network. Formula: (Filled Ad Requests / Ad Requests) * 100
|
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|
|
Impressions
|
custom_
impressions |
Number of ad views. By default, this metric is pulled from the network side.
|
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|
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
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Installs
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custom_installs
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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.
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Installs Discrepancy
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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
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Network Clicks
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adn_clicks
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The number of ad clicks as reported by the ad network.
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Network Impressions
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adn_impressions
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The number of ad views as reported by the ad network.
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Network Installs
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adn_installs
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The number of app installs as reported by the ad network.
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oCVR
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ocvr
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Conversion rate from impressions to installs (the number of installs divided by impressions).
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Original Cost
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adn_original_cost
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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
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Original Currency
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adn_original_
currency |
The currency of the Original Cost value.
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Original Revenue
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original_revenue
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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.
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Re-Engagements
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tracker_
reengagements |
Number of re-engaged users.
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Revenue
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revenue
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The revenue gained from the cohort of users in the selected cohort period.
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ROI
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roi
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Return on Investment (return on ad spend): the revenue divided by the cost.
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SKAN eCPI
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skan_ecpi
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Effective Cost per Install: the total cost divided by the number of SKAN installs.
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SKAN Installs
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skan_installs
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Number of installs as reported by SKAdNetwork.
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SKAN oCVR
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skan_ocvr
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Conversion rate from impressions to SKAN installs.
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Tracker Clicks
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tracker_clicks
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Clicks reported by the attribution tracker.
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Tracker Installs
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tracker_installs
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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? |
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Video Views
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video_views
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How many videos were initiated. Depending on the network and ad type, this metric may be the same as "ad impressions".
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Video Views
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ad_video_views
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How many videos were initiated. This metric can sometimes be the same as ad impressions. It depends on the network and the ad type.
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Video Views 25%
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video_views_
25pct |
How many videos were viewed to the 25% point.
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Video Views 50%
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video_views_
50pct |
How many videos were viewed to the halfway point.
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Video Views 75%
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video_views_
75pct |
How many videos were viewed to the 75% point.
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* Dimensions where the Name in Web App is "N/A" are only available through the Singular API.
