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.

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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.

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 number of page loads where the advertiser did not display an impression after capping out / total number of page loads
`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. More info: Product & Placement Impression Help Center article 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.
`videoResumed`	Line-item	Flexible reporting only	The number of times users activated the resume control after the creative had been stopped and paused.
`videoPaused`	Line-item	Flexible reporting only	The number of times users activated the pause control on the video.
`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 sku slots won at the auction divided by the number of skus that participated in the auction. ⚠️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

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
`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`
`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.

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

Dimension Name	Dimension Type	Description	Example
`adFormatSize`	Dimension	The format size of the placement ad, usually defined in width × height pixels.	`300x250`
`billingType`	Dimension	The ad strategy billing type. Typically Cost Per Click (CPC) or Cost Per Mille (CPM).	`CPC`
`inventoryType`	Dimension	Category of video ads not tied to video content. Seen in native feeds, slideshows, etc.	`In-content`
`mediaType`	Dimension	The type of creative asset used in the ad, such as Display or Video.	`Video`
`publisher`	Dimension	The domain of the publisher where the ad was rendered.	`example.com`
`ssp`	Dimension	The 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

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Help Center Article
For more details on attribution check out our Help Center articles

Attribution 101

Campaign Attribution Settings

Dimension Name	Dimension Type	Description	Example
`advDate`	Dimension	The date the ad was delivered	`10/21/2022`
`advEngagement`	Dimension	Type of ad engagement the purchase was attributed to. Available options are: `imp` for impression or `click` for clicks	`click`
`advHour`	Dimension	The hour the ad was delivered	`16`
`advProductCategory`	Dimension	Category of product advertised; categories are standardized across brands and retailers, which may differ from retailer-specific categories	`camping > clothing > women`
`advProductId`	Dimension	Advertised product ID; this references the same ID used in Catalogs	`426456`
`advProductName`	Dimension	Advertised product name	`Camping Jacket, W small`
`advProductMpn`	Dimension	Advertised product Manufacturer Part Number (MPN), if available
`advProductGtin`	Dimension	Advertised product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
`advToPurchasedProductRelationship`	Dimension	Attribution rule used to match the impression or click to a sale. Available options are: `same sku`, `same parent sku`, `same taxonomy`, `same brand`, `same seller`	`same sku`
`attributionWindow`	Dimension	Lookback click and view attribution window of the requested report. The attribution window is based on the parameters selected in the report API request. See DSP Analytics Endpoints Post-Click (C) lookback window 7, 14, 30 days Post-view (V) lookback window 0, 1, 7, 14, 30 days Example: A `C14V07` means that the click attribution (C) window was 14 days and view (V) attribution window was 7 days. Note**: that the Post-View lookback window cannot be greater than the Post-Click lookback window.	`C07V07`
`campaignId`	Dimension	Campaign ID of the requested report	`1234567890`
`campaignName`	Dimension	Campaign name of the request report	`_Fall Promotional Sale_`
`daysDifference`	Dimension	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*	`2`
`keyword`	Dimension	Keyword or phrase used to land on the search page where an ad creative was rendered
`lineItemId`	Dimension	Line item ID of the requested report	`10987654321`
`lineItemName`	Dimension	Line item name of the requested report	`Fall Sale - Camping Gear`
`pageTypeName`	Dimension	Retailer page type where the ad was served. Page types include: `home`, `search`, `productDetail`, `category`, `confirmation`, `checkout`, `merchandising`, `deals`	`category`
`purchasedDate`	Dimension	The date the attributed product was purchased	`2022`
`purchasedHour`	Dimension	The hour the attributed product was purchased	`10/21/2022`
`purchasedProductId`	Dimension	Purchased product ID; this references the same ID used in Catalogs	`426456`
`purchasedProductName`	Dimension	Purchased product name
`purchasedProductCategory`	Dimension	Category of product purchased; categories are standardized across brands and retailers, which may differ from retailer-specific categories	`Camping Jacket, W small`
`purchasedProductGtin`	Dimension	Purchased product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
`purchasedProductMpn`	Dimension	Purchased product Manufacturer Part Number (MPN), if available
`retailerName`	Dimension	Retailer name of the retailer the line item served on	`Camping Shop`
`salesChannel`	Dimension	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.	`online`
`attributedSales`	Metric	Sales revenue attributed to a click or impression	`8.68`
`attributedUnits`	Metric	Units sold attributed to a click or impression	`1`