Instacart Ads Metrics and Breakdowns
Use these field names when requesting Instacart Ads reports through Adzviser.
Reports automatically select the appropriate sources across Sponsored Product, Display, and Video. No report-type selection or manual ad group IDs are needed. Add Ad format as a breakdown to split a metric by those three formats.
Spend, Impressions, and ad Clicks count each format once. Product and keyword reports are alternative reporting levels and are not added again to account totals. Adding a metric that only applies to Video preserves Spend from the other formats; fields that do not apply are returned as null. Landing page clicks and Landing page CTR describe landing-page activity separately from ad clicks and ad CTR.
Fields still need compatible breakdowns: for example, product fields select product reports, while landing-page metrics cannot be broken down by campaign name. Ratios with available component metrics are calculated from their combined totals. Dates use Pacific time and monetary values use the account currency.
If a breakdown excludes formats that normally contribute to a metric, include Ad format so the included formats are visible. Otherwise the request returns an error instead of an incomplete total. For example, Spend with Product name only supports Sponsored Product; Spend with Campaign status excludes Display. Remove these breakdowns to get the full total across formats.
CTR, CPC, CPM, ROAS, and percentage metrics are calculated for the selected dates and breakdowns. Do not sum or average the rates from individual rows. The Looker Studio connector uses Auto aggregation for these rates, while Spend, Clicks, and other additive metrics use Sum.
Metrics
Metrics are quantitative measurements of your Instacart Ads performance.
| Field Name | Description |
|---|---|
| Spend | Total spend across compatible Sponsored Product, Display, and Video reports, counted once per format |
| Impressions | Number of times content was shown |
| Clicks | Ad clicks across compatible formats; use Ad format to separate Sponsored Product, Display, and Video |
| CTR | Total ad clicks divided by total ad impressions; returned as a decimal ratio |
| CPC | Cost per click |
| ROAS linear | ROAS linear |
| ROAS last touch | ROAS last touch |
| Attributed sales linear | Attributed sales linear |
| Attributed sales last touch | Attributed sales last touch |
| Attributed units linear | Attributed units linear |
| Attributed units last touch | Attributed units last touch |
| NTB attributed sales linear | NTB attributed sales linear |
| NTB attributed sales last touch | NTB attributed sales last touch |
| Percent NTB sales linear | Percent NTB sales linear |
| Percent NTB sales last touch | Percent NTB sales last touch |
| NTB spend | NTB spend |
| NTB ROAS linear | NTB ROAS linear |
| NTB ROAS last touch | NTB ROAS last touch |
| CPM | Cost per thousand impressions |
| Direct ROAS last touch | Direct ROAS last touch |
| Direct ROAS multi touch linear | Direct ROAS multi touch linear |
| Direct sales last touch | Direct sales last touch |
| Direct sales multi touch linear | Direct sales multi touch linear |
| Halo ROAS last touch | Halo ROAS last touch |
| Halo ROAS multi touch linear | Halo ROAS multi touch linear |
| Halo sales last touch | Halo sales last touch |
| Halo sales multi touch linear | Halo sales multi touch linear |
| NTB direct sales last touch | NTB direct sales last touch |
| NTB direct sales multi touch linear | NTB direct sales multi touch linear |
| NTB halo sales last touch | NTB halo sales last touch |
| NTB halo sales multi touch linear | NTB halo sales multi touch linear |
| Percent NTB direct sales last touch | Percent NTB direct sales last touch |
| Percent NTB direct sales multi touch linear | Percent NTB direct sales multi touch linear |
| Percent NTB halo sales last touch | Percent NTB halo sales last touch |
| Percent NTB halo sales multi touch linear | Percent NTB halo sales multi touch linear |
| Percent NTB sales multi touch linear | Percent NTB sales multi touch linear |
| Percent NTB attributed sales last touch | Percent NTB attributed sales last touch |
| Viewability rate | Viewability rate percentage |
| 2 second views | 2 second views |
| Halo sales linear | Halo sales linear |
| Halo ROAS linear | Halo ROAS linear |
| NTB halo sales linear | NTB halo sales linear |
| Page views | Page views |
| Item detail page views | Item detail page views |
| Add to carts | Add to carts |
| Sales on page | Sales on page |
| Landing page clicks | Clicks reported by the Video Landing Page source, kept separate from ad clicks |
| Landing page CTR | CTR reported by the Video Landing Page source, kept separate from ad CTR |
Breakdowns
Breakdowns are dimensions that allow you to segment and analyze your data.
| Field Name | Description |
|---|---|
| Campaign budget type | Type of campaign budget |
| Campaign budget | Campaign budget |
| Campaign budget currency | Campaign budget currency |
| Campaign target daily budget | Campaign target daily budget |
| Campaign ends at | Campaign ends at |
| Campaign goal | Campaign goal |
| Campaign ID | Unique campaign identifier |
| Campaign name | Name of the campaign |
| Campaign starts at | Campaign starts at |
| Campaign status | Current campaign status |
| Campaign enabled | Campaign enabled |
| Campaign optimized bidding enabled | Campaign optimized bidding enabled |
| Campaign optimized bidding goal | Campaign optimized bidding goal |
| Campaign purchase order | Campaign purchase order |
| Campaign memo | Campaign memo |
| Campaign bill payer | Campaign bill payer |
| Campaign pacing method | Campaign pacing method |
| Campaign partner owned and operated | Campaign partner owned and operated |
| Ad group default bid | Ad group default bid |
| Ad group ID | Unique ad group identifier |
| Ad group name | Name of the ad group |
| Ad group status | Current ad group status |
| Ad group enabled | Ad group enabled |
| Product ID | Unique product identifier |
| Product product ID | Unique product product identifier |
| Product image URL | Product image URL |
| Product name | Name of the product |
| Product scan code | Product scan code |
| Product size | Product size |
| Product status | Current product status |
| Product enabled | Product enabled |
| Keyword keyword | Keyword keyword |
| Keyword ID | Unique keyword identifier |
| Keyword enabled | Keyword enabled |
| Keyword matching type | Type of keyword matching |
| Keyword status | Current keyword status |
| Keyword source | Traffic source |
| Keyword bid type | Type of keyword bid |
| Keyword CPC bid cents | Keyword CPC bid cents |
| Keyword bid rec | Keyword bid rec |
| Keyword bid strength | Keyword bid strength |
| Keyword confident bid | Keyword confident bid |
| Campaign goal format | Campaign goal format |
| Campaign state | Campaign state |
| Campaign objective | Campaign objective |
| Campaign pacing type | Type of campaign pacing |
| Campaign payment type | Type of campaign payment |
| Campaign optimized performance enabled | Campaign optimized performance enabled |
| Ad group ad format | Ad group ad format |
| Ad group creative type | Type of ad group creative |
| Ad group state | Ad group state |
| Ad group bid | Ad group bid |
| Keyword name | Name of the keyword |
| Ad format | Sponsored Product, Display, or Video; separates cross-format metrics without a setup parameter |