Columns
Column Metadata#
This page describes the available columns returned in the row data. They fall under the category of our 5 data types (String, Numeric, Date, Money, and Percent). For more information see Data Types.
Which columns appear in a given response depends on the endpoint you called. start_time and end_time are always present; the breakdown endpoints add site, device, creative_headline, or creative_id as described on the Publishers and Advertisers pages.
Publishers#
| Name | Type | Description |
|---|---|---|
ad_unit |
String | Ad unit name. |
start_time |
Date | ISO-8601 e.g. “2025-05-23”. The start date (inclusive) for the requested data. Must be a specific day. Currently we do not support hourly granularity for time ranges. |
end_time |
Date | ISO-8601 e.g. “2025-05-23”. The end date (inclusive) for the requested data. Must be a specific day. Currently we do not support hourly granularity for time ranges. |
estimated_revenue |
Money | Total revenue estimated for ad unit in the selected date range. |
ad_requests |
Numeric | Number of times the ad unit requested a contractually obligated ad impression. |
impressions |
Numeric | Total number of impressions delivered to this ad unit or publisher. |
referrals |
Numeric | The number of users that hit an advertiser’s landing page. |
cpm |
Money | Cost Per Thousand Impressions represents total dollars spent divided by the number of served impressions. |
fill_rate |
Percent | The rate at which an ad request is successfully filled with an ad impression. Calculated as (Impressions / Ad Requests). |
rtr |
Percent | Referral Rate measures the ratio of users who (i) click on an ad; and (ii) are successfully referred to the advertiser’s landing page, relative to total ad impressions. RTR is calculated as (Referrals/Impressions)*100. Comparative to CTR, RTR is a more accurate representation of real clicks. |
device |
String | The type of device the user used to interact with the ad (e.g. “mobile”). Only present on device breakdowns. |
site |
String | The publisher website. Only present on site breakdowns. |
Advertisers#
| Name | Type | Description |
|---|---|---|
campaign |
String | Campaign name. |
start_time |
Date | ISO-8601 e.g. “2025-05-23”. The start date (inclusive) for the requested data. Must be a specific day. Currently we do not support hourly granularity for time ranges. |
end_time |
Date | ISO-8601 e.g. “2025-05-23”. The end date (inclusive) for the requested data. Must be a specific day. Currently we do not support hourly granularity for time ranges. |
cpa |
Money | Cost Per Acquisition represents total dollars spent divided by the total number of conversions. |
cpc |
Money | Cost Per Click represents total dollars spent divided by the total number of referrals. |
cpm |
Money | Cost Per Thousand Impressions represents total dollars spent divided by the total number of paid and free impressions. |
impressions |
Numeric | Total number of paid, bonus, and organic impressions delivered for this ad or collection of ads. |
conversions |
Numeric | The total number of times an agreed upon action has been completed. |
referrals |
Numeric | The number of users that hit an advertiser’s landing page. |
spent |
Money | Total amount spent on this ad or collection of ads in the selected date range. |
device |
String | The type of device the user used to interact with the ad (e.g. “mobile”). Only present on device breakdowns. |
creative_headline |
String | The headline text for a creative. Only present on creative breakdowns. |
creative_id |
Numeric | Unique ID for a creative entity. Only present on creative breakdowns. |