Metrics and Dimensions

Report Metrics

Most metrics are available for every report types with the exception of certain metrics that are only available at one report level or for certain report types. The table below breaks the the report level and report types where each metrics is found.

🗯️

Report Types

Some metrics and dimensions are available only through flexible reporting. To generate a customized flexible report, explicitly specify all desired dimensions and metrics in the request. Also, unless it is the attributedTransactions or capout report type, having dimensions and metrics while having a reportType will result in the reportType being ignored in the request.

Metric

Report Level

Report Types

Description

assistedSales

Campaigns Line-item

summary, pageType, keyword, product category, product, served category, environment, Flexible reporting

Sales revenue attributed to a click or impression of all the ads that appeared on a page within the chosen attribution window (specified at the campaign level) but were not determined to be the attributedSales (the last ad before the customer purchased).

💡 More Info: Demand Side Metrics Help Center article

assistedUnits

Campaign Line-item

summary, pageType, keyword, product category, product, served category, environment, Flexible reporting

The number of events that occurred that helped generated a sale. Assisted units are excluded from attributedUnits. This means its not counted in the attributed units calculation.

attributedSales

Campaign, Line-item

summary, pageType, keyword, product-category, product, attributedTransactions, served category, environment, capout, Flexible reporting

A sale that was a direct result of your marketing campaign (in accordance with your attribution rules). Also, a measure of the conversions of your campaign.

  • Formula*: Sum of all Sales
  • Important*: Sales are deduplicated between off-site and on-site, however the Criteo API will report on** on-site campaigns only**. A sale can only be attributed to one line item across all campaigns.

Also available for offsite

attributedOrders

Campaign, Line-item

summary, pageType, keyword, product category, product, environment, Flexible reporting

Orders or buy transactions attributed to a click or an impression (can vary based on your attribution settings)

  • Example:* If a shopper purchases one order of two products, the number of Attributed Orders is one.

attributedUnits

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting

Units sold attributed to a click or impression. Attributed units are exclusive of.assistedUnits meaning assisted units are not counted in the attribution.

  • Example:* If a shopper purchases one order of two products, the number of Attributed Units is two.

Also available for offsite

capoutHour

capout

Flexible reporting only

The average hour of the day where line item(s) capped out

The hour is based on the timezone of the account. If an account setting is set to USA Eastern Time, then a 6:00 pm means the line item caps out at 6:00pm EST

If there was no capout on that day, the report will report “No cap-out”

If line item was not in flight, and no data is present then report will present a dash "-"

capoutMissedClicks

capout

Flexible reporting only

The estimated number of clicks the advertiser could have received if they had not cap out early

  • Formula*: Total Numb of Clicks at the time of capout x (Missed Traffic)/ (1 - Missed Traffic)

capoutMissedImpressions

capout

Flexible reporting only

The estimated number of impressions the advertiser could have received if they had not cap out early

  • Formula*: Total Numb. of Impressions at the time of capout x (Missed Traffic)/ (1 - Missed Traffic)

capoutMissedSales

capout

Flexible reporting only

The estimated missed revenue the advertiser could have received if they had not cap out early

  • Formula*: Total Revenue x (Missed Traffic)/ (1 - Missed Traffic)

capoutMissedSpend

capout

Flexible reporting only

The estimated missed spend that advertiser would have received if they didn’t cap-out early. If the campaign is Sponsored Product or Onsite Display then

  • Formula*: (Missed traffic) / (1-Missed traffic) x Spend

capoutMissedTraffic

capout

Flexible reporting only

The percent of traffic events that the advertiser did not participate in throughout the day, weighted based on number of traffic events throughout the day.

clicks

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

Measured when an ad creative is clicked on, which incurs a cost to the advertiser for open auction campaigns

Also available for offsite

cpc

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

The average cost you are paying per click. Available for On-site Sponsored Products campaigns only. Value is inclusive of platform fees.

  • Formula*: spend / clicks

Also available for offsite

cpm

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, Flexible reporting

Calculated as the total cost of impressions served divided by the total number of impressions.

Onsite display campaigns only

Also available for offsite

cpo

Campaign, Line-item

summary, pageType, keyword, product category, product, Flexible reporting

The amount spent on advertising that resulted in a purchase order from a shopper.

  • Formula*: spend / attributedOrders
  • *Example: **If you spend $100 on advertising and you have 5 orders placed, the CPO would be $20 ($100/5)

ctr

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

The percentage of shoppers who clicked an ad rendered on a page.

Product and Product Category Report Types Formula: clicks / productImpressions

All other report types Formula: clicks / placementImpressions

💡 Note: there are two types of impressions that can be measured to know the success of your ads: placementImpressions and productImpressions. Preferred deals have placement impressions, while open auction uses product impressions.

Also available for offsite

frequency

Campaign, Line-item

summary, environment, Flexible reporting

An average representing how often an impression has been shown to the same user.

Also available for offsite

impressions

Campaign, Line-item

summary, pageType keyword, product category, product, served category, environment, capout, Flexible reporting

Campaign Report Types Measured when an ad creative renders on a page; an ad creative may display products from one or more campaigns; each unique campaign is counted once; used in all report types except for Product and Product Category reports

Line-Item Report Types Measured when an ad creative renders on a page; an ad creative may display products from one or more line items; each unique line item is counted once; used in all report types except for Product and Product Category reports

Product, Product Category and Served Category Report Types Measured when a promoted product is rendered on the page, whether as a single ad creative or as one of many products in an ad creative; each product is counted once separately

💡 More Info: Product & Placement Impression Help Center article

Also available for offsite

newToBrandAttributedSales

Campaign, Line-item

Flexible reporting only

The total number of attributed sales that were new to brand

newToBrandAttributedSalesRate

Campaign, Line-item

Flexible reporting only

The percentage of attributed that were new to brand

newToBrandAttributedUnits

Campaign, Line-item

Flexible reporting only

The number of attributed units that were considered new to brand

newToBrandAttributedUnitsRate

Campaign, Line-item

Flexible reporting only

The percentage of attributed units that were considered new to a brand

roas

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

A measurement of the revenue you will receive for every unit of currency you spend on ads. ROAS can vary based on your attribution settings. This metric is inclusive of platform fees.

  • Formula*: attributedSales / spend

Also available for offsite

spend

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

For open auctions campaigns, the total cost of clicks for the advertiser, inclusive of platform fees.

Also available for offsite

uniqueVisitors

Campaign, Line-item

summary, environment, Flexible reporting

The number of distinct shoppers exposed to an ad within the reporting period. Each shopper is counted once using the retailer cookie ID.

Criteo uses retailer cookie IDs to identify users across sessions on the same device. Each ID can last up to a year, provided the user does not clear their cookies.

💡 More Info: Demand Side Metrics Help Center article

Also available for offsite

videoCompletionRate

Line-item

Flexible reporting only

The percentage of started videos that played for their entire duration.

  • Formula*: Number of videos that played to completion / Total number of videos started * 100

Also available for offsite

videosPlayedTo25

Line-item

Flexible reporting only

The number of times one of your videos played to at least 25% of its duration.

Also available for offsite

videosPlayedTo50

Line-item

Flexible reporting only

The number of times one of your videos played to at least 50% of its duration.

Also available for offsite

videosPlayedTo75

Line-item

Flexible reporting only

The number of times one of your videos played to at least 75% of its duration.

Also available for offsite

videosPlayedTo100

Line-item

Flexible reporting only

The number of times one of your videos played to 100% of its duration.

Also available for offsite

videoPlayingRate

Line-item

Flexible reporting only

The average played percentage of a started video.

  • Formula*: Sum of Quartiles x 0.25 / (4 x Video starts)

videosStarted

Line-item

Flexible reporting only

The percentage of videos printed that started playing.

  • Formula*: Video Starts / Placement Impressions

Also available for offsite

videoStartingRate

Line-item

Flexible reporting only

The percentage of videos printed that started playing.

  • Formula*: Video Starts / Placement Impressions

Also available for offsite

videoViews

Line-item

Flexible reporting only

The number of times at least 50% of the video ad appeared for at least 2 seconds (MRC standard).

videoMuted

Line-item

Flexible reporting only

The number of times users clicked the “mute” button on your video.

videoUnmuted

Line-item

Flexible reporting only

The number of times users clicked the “unmute” button on your video.

videoPaused

Line-item

Flexible reporting only

The number of times users activated the pause control on the video.

videoResumed

Line-item

Flexible reporting only

The number of times users activated the resume control after the creative had been stopped and paused.

videoViewability

Line-item

Flexible reporting only

The percentage of video ads that were considered viewable. At least 50% of the ad’s pixels must be visible on the screen for at least two continuous seconds (MRC standard). Requires OMID support.

  • Formula*: Viewable Impressions / Placement Impressions

winRate

Campaign, Line-item

Flexible reporting only

The number of sampledBidsWon at the auction divided by the number of sampledBidsParticipated in the auction.

Win rate is measured on a random sample of 25% of auction data.

⚠️Important: Win rate will be available for sponsored products campaigns only

When specifying winRate in the API call, the call will also require campaignTypeName to be specified in the list of dimension or use "campaignTypeName": "sponsoredProducts" filter

Also available for offsite

sampledBidsWon

Campaign, Line-item

Flexible reporting only

The sum of bids won across all auctions. Bids are inclusive of a random sample of 25% of auction data.

sampledBidsParticipated

Campaign, Line-item

Flexible reporting only

The sum of bids participated across all auctions. Bids are inclusive of a random sample of 25% of auction data.


Report Dimensions

  • Available dimensions vary by report type,

  • Offsite only dimensions are documented in a separate table below,

  • The Attributed Transactions report is documented separately below.

Dimension

Report Level

Report Types

Description

accountId

Campaign, Line-item

Flexible reporting only

Account ID of the requested report

accountName

Campaign, Line-item

The supply or demand account name

activitySellerId

Campaign, Line-item

attributedTransactions

ID of the seller responsible for the advertising event.

activitySellerName

Campaign, Line Item

attributedTransactions

The name of the seller responsible for the advertising event.

saleSellerId

Campaign, Line Item

attributedTransactions

ID of the seller responsible for the sale.

saleSellerName

Campaign, Line Item

attributedTransactions

The name of the seller responsible for the sale

advDate

The date the ad was delivered.

Available for onsite and offsite

advHour

The hour the ad was delivered.

Available for onsite and offsite

advProductCategory

Campaign, Line-item

product category, product, attributedTransactions, Flexible reporting

Category of the product advertised.

advProductId

Campaign, Line-item

product, attributedTransactions, Flexible reporting

Advertised product ID; this references the same ID used in Catalogs

advProductName

Campaign, Line-item

product, attributedTransactions, Flexible reporting

Advertised product name

brandId

Campaign, Line-item

product

Advertised product brand ID

brandName

Campaign, Line-item

product

Advertised product brand name; names are standardized across retailers

campaignId

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, capout, Flexible reporting

Campaign ID of the requested report.

Available for onsite and offsite

campaignName

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, capout, Flexible reporting

Campaign name of the requested report.

Available for onsite and offsite

campaignTypeName

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting

The type of campaign. Available options are Open Auction or Preferred Deals

  • Note*: Offsite is not yet available through the API

creativeId

Campaign, Line-item

Flexible reporting only

Creative ID

🚧 For Onsite Display Campaigns only

Available for onsite and offsite

creativeName

Campaign, Line-item

Flexible reporting only

Creative name

🚧 For Onsite Display Campaigns only

Available for onsite and offsite

creativeTemplateId

Campaign, Line-item

Flexible reporting only

Creative template ID

🚧 For Onsite Display Campaigns only

creativeTemplateName

Campaign, Line-item

Flexible reporting only

Creative template name, (also referred as Ad Format). Available options will include:

  • FlagShip
  • Showcase
  • SponsoredProducts
  • Butterfly
  • BundleBoost
  • IAB
  • DisplayPanel
  • DigitalShelfTalker
  • CommerceVideoSpotlight
  • Custom
  • Note*: For custom formats, we will provide the exact name given to that ad format. Names can vary depending on the number of custom formats used by the retailer.

🚧 For Onsite Display Campaigns only

creativeTypeId

Campaign, Line-item

Flexible reporting only

Creative type ID

🚧 For Onsite Display Campaigns only

creativeTypeName

Campaign, Line-item

Flexible reporting only

The creative type used with the display product offering. Options include:

  • Commerce Display
  • Commerce Video
  • Standard Display
  • Standard Video

🚧 For Onsite Display Campaigns only

date

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting

The date of when events occurred for the requested line-item or campaign report. If there are no results to show for the requested dates, the API will return no results.

  • Note:* Dates are reflected based on the API call requested time zone. Dates are also reported at either the campaign level or line-item level.

Available for onsite and offsite

daypartingScheduled

capout

Flexible reporting only

A binary indicator informs the user whether the ad event had dayparting enabled or disabled at the time of the recorded event.

On: dayparting was active during the capout period

Off: dayparting was inactive during the capout period

daysDifference

The difference in hours divided by 24. The metric will display the number of days between when the ad was served and the attributed purchase occurred.

  • Example*: an 11pm ad leading to a 1 am sale the next day would have a 0 day difference

Available for onsite and offsite

environment

Campaign, Line-item

environment, Flexible reporting

Type of environment an ad creative rendered on, such as web, mobile and app

Available for onsite and offsite

hour

Campaign, Line-item

Flexible reporting only

The hour of when events occurred for the requested line-item or campaign report. If there are no results to show for the requested dates, the API will return no results.

Available for onsite and offsite

keyword

Campaign, Line-item

keyword, Flexible reporting

Keyword or phrase used to land on the search page where an ad creative rendered. This is the normalized keyword submitted by the advertisers. Criteo also refers this as the "stemmed search term".

  • Note*: this dimension will only be populated when pageTypeName equals search, so it's expected to have metrics reported to empty keywords

lineItemId

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting

Line item ID of the requested report.

Available for onsite and offsite

lineItemName

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting

Line item name of the requested report.

Available for onsite and offsite

pageTypeName

Campaign, Line-item

pageType, attributedTransactions, Flexible reporting

Type of retailer web page an ad creative rendered on. Current page types include:

  • home
  • search
  • category
  • productDetail
  • merchandising
  • deals
  • checkout
  • confirmation

pageCategory

Campaign, Line-item

The retailer defined category of the page where ads are rendered.

retailerId

Campaign, Line-item

summary, pageType, keyword, product category, product, served category, capout, Flexible reporting

Retailer ID of the retailer of the line item served on

retailerName

Campaign, Line-item

summary, pageType, keyword, product category, product, attributedTransactions, served category, capout, Flexible reporting

Retailer name of the retailer the line item served on

salesChannel

Campaign, Line-item

Flexible reporting only

Sales channel the attributed purchase was made through.

Available options are:

  • online for sales attributed to an ad that was served and purchased online or in-app
  • offline for sales to an ad that was served online but purchase in store.

Available for onsite and offsite

searchTerm

Campaign, Line-item

Flexible reporting only

Searched keyword or phrase used by the shopper on a retailer's website.

searchTermTargeting

Campaign, Line-item

Flexible reporting only

Manual targeting happens when you add keywords to your campaign. Automatic targeting happens when the AI engine associates a keyword to your campaign.

  • *Manual targeting **– If the search term matches either a keyword entered on CMax or one of the variations created from stemming a raw CMax keyword
  • Automatic targeting* – All other search terms added via the automated keyword tool

searchTermType

Campaign, Line-item

Flexible reporting only

The match type used to associate a search term and keywords entered for the campaign.

  • *Entered **– If the search term matches exactly what has been entered manually by the Commerce Max user
  • *Searched **– The search term matches what was searched by a shopper on the retailer's website
  • *Null **– For all other use cases corresponding to automatic keywords

targetedKeywordType

Campaign, Line-item

Flexible reporting only

The conquesting ad strategy used with the keywords. Output values of this dimension includes:

Conquesting – Search terms the line item uses to target competitors' branded keywords.

Branded – Search terms the line item uses to target its own branded keywords.

Generic – Search terms that are neutral or non-branded, targeted by the line item.

Unknown – Search term and SKU pairs that don’t have a defined conquesting type. These are typically keywords used before a conquesting strategy was implemented.

servedCategory

Campaign, Line-item

served category, Flexible reporting

Category of the browser page the were ads served on.

  • Note*: Served category reports will be specific to the retailer while all other category report types will have standardized categories across brands and retailers.

taxonomyBreadcrumb

Campaign, Line-item

Flexible reporting only

The category breadcrumb of the product using retailer product taxonomies (L1, L2, L3 etc.)


Offsite Dimensions

Those dimensions are specific to offsite reports.

⚠️

Report level and report types are not applicable for offsite reporting.

Dimension NameDimension TypeDescriptionExample
adFormatSizeDimensionThe format size of the placement ad, usually defined in width × height pixels.300x250
billingTypeDimensionThe ad strategy billing type. Typically Cost Per Click (CPC) or Cost Per Mille (CPM).CPC
inventoryTypeDimensionCategory of video ads not tied to video content. Seen in native feeds, slideshows, etc.In-content
mediaTypeDimensionThe type of creative asset used in the ad, such as Display or Video.Video
publisherDimensionThe domain of the publisher where the ad was rendered.example.com
sspDimensionThe Supply-Side Platform (SSP) responsible for the ad event.Google Ad Manager

Attributed Transactions Report Dimensions & Metrics

  • Note this report contains historical data, so you can always determine how each sale was attributed according to the data and rules enforced at the time.

  • Keep this in mind when comparing data against other reports - properties such as advProductCategory could drift as product categories may evolve.

  • All columns are available for both the campaign and line-item levels

🟠

Help Center

For more details on attribution check out our Help Center articles

  1. Attribution 101
  2. Campaign Attribution Settings
Dimension NameDimension TypeDescriptionExample
activitySellerIdDimensionID of the seller responsible for the advertising event
activitySellerNameDimensionThe name of the seller responsible for the advertising event
advDateDimensionThe date the ad was delivered10/21/2022
advEngagementDimensionType of ad engagement the purchase was attributed to. Available options are: imp for impression or click for clicksclick
advHourDimensionThe hour the ad was delivered16
advProductCategoryDimensionCategory of product advertised; categories are standardized across brands and retailers, which may differ from retailer-specific categoriescamping > clothing > women
advProductGtinDimensionAdvertised product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
advProductIdDimensionAdvertised product ID; this references the same ID used in Catalogs426456
advProductMpnDimensionAdvertised product Manufacturer Part Number (MPN), if available
advProductNameDimensionAdvertised product nameCamping Jacket, W small
advToPurchasedProductRelationshipDimensionAttribution rule used to match the impression or click to a sale. Available options: same sku, same parent sku, same taxonomy, same brand, same sellersame sku
attributedSalesMetricSales revenue attributed to a click or impression8.68
attributedUnitsMetricUnits sold attributed to a click or impression1
attributionWindowDimensionLookback click and view attribution window of the requested report. Example: C14V07 means 14-day click, 7-day view windowC07V07
campaignIdDimensionCampaign ID of the requested report1234567890
campaignNameDimensionCampaign name of the request report_Fall Promotional Sale_
daysDifferenceDimensionThe difference in hours divided by 24 between when the ad was served and the attributed purchase occurred.2
keywordDimensionKeyword or phrase used to land on the search page where an ad creative was rendered
lineItemIdDimensionLine item ID of the requested report10987654321
lineItemNameDimensionLine item name of the requested reportFall Sale - Camping Gear
pageTypeNameDimensionRetailer page type where the ad was served. Page types include: home, search, productDetail, category, confirmation, checkout, merchandising, dealscategory
purchasedDateDimensionThe date the attributed product was purchased2022
purchasedHourDimensionThe hour the attributed product was purchased10/21/2022
purchasedProductCategoryDimensionCategory of product purchased; categories are standardized across brands and retailers, which may differ from retailer-specific categoriesCamping Jacket, W small
purchasedProductGtinDimensionPurchased product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
purchasedProductIdDimensionPurchased product ID; this references the same ID used in Catalogs426456
purchasedProductMpnDimensionPurchased product Manufacturer Part Number (MPN), if available
purchasedProductNameDimensionPurchased product name
retailerNameDimensionRetailer name of the retailer the line item served onCamping Shop
saleSellerIdDimensionID of the seller responsible for the sale
saleSellerNameDimensionThe name of the seller responsible for the sale
salesChannelDimensionSales channel the attributed purchase was made through. online for online/in-app purchases, offline for in-store purchasesonline