AdRoll Metrics and Breakdowns
This page provides a comprehensive reference of all supported metrics and breakdowns available for AdRoll data extraction through Adzviser.
Metrics
Audience metrics
| Field Name | Description |
|---|---|
| Synced audience size | Number of users synced to the audience segment |
| Audience total size | Total number of users in the audience segment |
| Audience current size | Current active number of users in the audience segment |
Reporting metrics
| Field Name | Description |
|---|---|
| Conversions | Total number of conversions attributed to your ads |
| Conversion rate | Percentage of clicks that resulted in a conversion (conversions ÷ clicks) |
| Click-through conversions | Conversions attributed to a user clicking on an ad |
| View-through conversions | Conversions attributed to a user viewing (but not clicking) an ad |
| CTC rate | Click-through conversion rate (click-through conversions ÷ clicks) |
| VTC rate | View-through conversion rate (view-through conversions ÷ impressions) |
| Revenue | Total revenue attributed to your ads |
| Revenue (account currency) | Total revenue in the account's native currency |
| Click revenue | Revenue attributed to click-through conversions |
| View revenue | Revenue attributed to view-through conversions |
| CPA | Cost per acquisition — average cost for each conversion |
| Click CPA | Cost per acquisition from click-through conversions only |
| View CPA | Cost per acquisition from view-through conversions only |
| ROI | Return on investment — ratio of revenue to spend |
| Click ROI | Return on investment from click-through conversions only |
| View ROI | Return on investment from view-through conversions only |
| Sends | Number of email sends (for email campaigns only) |
| Attributed conversions | Total conversions attributed across all touchpoints |
| Impressions | Total number of times your ads were displayed |
| Clicks | Total number of clicks on your ads |
| Cost (USD) | Total advertising spend in US dollars |
| Cost (account currency) | Total advertising spend in the account's native currency |
| CTR | Click-through rate — percentage of impressions that resulted in a click |
| CPC | Cost per click — average cost for each ad click |
| CPM | Cost per mille — average cost per 1,000 impressions |
| Average order value | Average revenue per conversion (revenue ÷ conversions) |
| Segment conversion value (USD) | Monetary value assigned to segment conversions in US dollars |
| New visitors | Number of new unique visitors driven by your ads |
| Engaged visitors | Number of visitors who engaged meaningfully with your site |
| Non-bounced visitors rate | Percentage of visitors who viewed more than one page |
| New visitor cost | Average cost to acquire each new visitor |
| Engaged visitor cost | Average cost to acquire each engaged visitor |
Breakdowns
Ad fields
| Field Name | Description |
|---|---|
| Ad EID | Unique identifier (Entity ID) for the ad |
| Ad type | Ad format type (e.g., "display", "native", "video") |
| Ad status | Current ad status (e.g., "running", "paused", "rejected") |
| Ad created date | Date and time the ad was created |
| Ad updated date | Date and time the ad was last modified |
| Is ad active | Whether the ad is currently active (true/false) |
| Ad format ID | Numeric identifier for the ad format template |
| Ad format | Name of the ad format template used |
| Has future campaigns | Whether the ad is scheduled in upcoming campaigns (true/false) |
| Ad destination URL | Landing page URL the ad links to |
| Ad headline | Headline text displayed in the ad |
| Ad body | Body text displayed in the ad |
| Ad message | Message text used in social ad formats |
| Original Ad | EID of the original ad if this is a copy/variant |
| Ad source | Source URL or path of the ad creative asset |
| Ad image | Image URL used in the ad |
| AdRoll EID | Internal AdRoll entity identifier |
| Ad height | Height of the ad creative in pixels |
| Ad width | Width of the ad creative in pixels |
| Ad outline color | Border/outline color applied to the ad (hex value) |
| Ad name | Name of the ad creative |
| Playbook name | Name of the playbook |
| Playbook EID | Playbook EID |
AdGroup fields
| Field Name | Description |
|---|---|
| Adgroup EID | Unique identifier (Entity ID) for the ad group |
| Adgroup status | Current ad group status (e.g., "running", "paused") |
| Adgroup created date | Date and time the ad group was created |
| Adgroup updated datetime | Date and time the ad group was last modified |
| Is adgroup active | Whether the ad group is currently active (true/false) |
| Adgroup name | Name of the ad group |
Advertiser fields
| Field Name | Description |
|---|---|
| Advertiser EID | Unique identifier (Entity ID) for the advertiser |
| Advertiser status | Current status of the advertiser account |
| Advertiser created date | Date and time the advertiser account was created |
| Advertiser currency | Default currency for the advertiser account |
| Is advertiser active | Whether the advertiser account is currently active (true/false) |
| Advertiser URL | Website URL associated with the advertiser |
| Advertiser name | Name of the advertiser account |
Audience/Segment fields
| Field Name | Description |
|---|---|
| Audience EID | Unique identifier (Entity ID) for the audience |
| Audience type | Type of audience segment (e.g., "user_attributes", "pages_viewed", "composite") |
| Audience currency | Currency associated with the audience segment's conversion value |
| Audience created date | Date and time the audience segment was created |
| Is conversion audience | Whether this segment is used for conversion tracking (true/false) |
Campaign fields
| Field Name | Description |
|---|---|
| Campaign EID | Unique identifier (Entity ID) for the campaign |
| Campaign type | Campaign type (e.g., "retargeting", "prospecting") |
| Campaign status | Current campaign status (e.g., "running", "paused", "ended") |
| Campaign currency | Currency used for the campaign's budget and spend |
| Campaign created date | Date and time the campaign was created |
| Campaign updated date | Date and time the campaign was last modified |
| Campaign start date | Scheduled start date for the campaign |
| Campaign end date | Scheduled end date for the campaign |
Conversion/Attribution fields
| Field Name | Description |
|---|---|
| AdRoll conversion ID | Unique identifier for the conversion event |
| Conversion time | Timestamp when the conversion occurred |
| Placement | Ad placement or position where the ad was displayed |
Segment fields
| Field Name | Description |
|---|---|
| Segment name | Name of the segment |
| Segment type | Classification of the segment (e.g., "user_attributes", "pages_viewed", "composite") |
| Segment currency | Currency used for conversion values in this segment |
| Segment duration | Cookie/membership duration for the segment (in days) |
| Is segment active | Whether the segment is currently active (true/false) |
| Is segment conversion | Whether the segment is configured as a conversion segment (true/false) |
| Ad utm_source parameter value | UTM source parameter configured on the ad (e.g., "ads-AdRoll") |
| Ad utm_medium parameter value | UTM medium parameter configured on the ad (supports AdRoll macros like [ADROLL:CAMPAIGN_NAME]) |
| Ad utm_campaign parameter value | UTM campaign parameter configured on the ad |
| Ad utm_term parameter value | UTM term parameter configured on the ad |
| Ad utm_content parameter value | UTM content parameter configured on the ad |
| Ad has edits | Whether the ad has been edited since creation (true/false) |
| Ad has pending edits | Whether the ad has edits awaiting review (true/false) |
| Is Ad outlined | Whether the ad has an outline/border enabled (true/false) |
| Ad valid click tag | Whether the ad's click tracking tag is valid (true/false) |
| Adgroup ad optimization | Ad optimization strategy applied to the ad group |
| Adgroup site exclusions | List of sites excluded from ad delivery |
| Adgroup flights | Flight schedule configuration (start/end dates for ad delivery) |
| Adgroup flight timezone | Timezone used for the ad group's flight schedule |
| Advertiser business unit | Business unit or division the advertiser belongs to |
| Advertiser organization EID | EID of the parent organization |
| Advertiser click-through conversions duration (days) | Lookback window (in days) for attributing click-through conversions |
| Advertiser view-through conversions duration (days) | Lookback window (in days) for attributing view-through conversions |
| Advertiser rev share view | Revenue share percentage for view-through conversions |
| Advertiser rev share click | Revenue share percentage for click-through conversions |
| Audience name | Name of the audience segment |
| Audience source campaign | Campaign that originally created or feeds this audience |
| Audience parent advertiser | Advertiser account that owns this audience segment |
| Audience segment EID | Internal segment identifier |
| Audience description | Targeting configuration and rules for the audience (returned as JSON) |
| Audience inclusion rule | Rules defining which users are included in the audience |
| Campaign name | Name of the campaign as configured in AdRoll |
| Campaign budget | Daily or lifetime budget amount for the campaign |
| Campaign max CPM | Maximum CPM bid set for the campaign |
| Campaign channel | Advertising channel (e.g., "web", "social", "email") |
| Campaign KPI currency | Currency used for KPI-related values |
| Campaign KPI goal | Target value for the campaign's KPI metric |
| Campaign KPI metric | Key performance indicator metric being tracked |
| Campaign source | Traffic source for the campaign |
| Conversion device | Device type used for the conversion (e.g., "desktop", "mobile", "tablet") |
| Conversion country | Full country name where the conversion occurred |
| Conversion country code | ISO country code where the conversion occurred |
| Conversion city | City where the conversion occurred |
| Conversion cookie | Cookie identifier associated with the converting user |
| Conversion ad size | Size of the ad that led to the conversion |
| Conversion referrer URL | URL of the page that referred the user before converting |
| Conversion days to first touch | Number of days between the first ad touchpoint and conversion |
| Conversion days to last touch | Number of days between the last ad touchpoint and conversion |
| Conversion first touch timestamp | Timestamp of the user's first ad interaction |
| Conversion last touch timestamp | Timestamp of the user's last ad interaction before converting |
| Conversion external data | Custom external data passed with the conversion event |
| Conversion last touch attribution | Attribution details for the last touchpoint before conversion |
| Conversion touchpoint timestamp | Timestamp of the attributed touchpoint |
| Conversion attribution credit | Fractional credit assigned to this touchpoint in multi-touch attribution |
| Conversion attribution model | Attribution model used (e.g., "last_touch", "first_touch", "linear") |
| Campaign group name | Name of the campaign group |