AdRoll fields

  • Updated on Oct 6, 2025
  • Published on Aug 5, 2025
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Supermetrics brings all your AdRoll data into Google Sheets, Looker Studio, Power BI, Excel, BigQuery, Snowflake, Redshift, Azure

40 metrics138 dimensions

AD

adName
Field label Ad
Description Name of the ad
Field type dimension
Data type string.text.value
adEid
Field label Ad EID
Description EID of the ad
Field type dimension
Data type string.text.value
adType
Field label Ad type
Description Ad type: liquid, image, flash or ad_network
Field type dimension
Data type string.text.value
adStatus
Field label Ad status
Description Ad status: approved, paused, review, draft, rejected or deleted
Field type dimension
Data type string.text.value
adCreatedDate
Field label Ad created date
Description Date the ad was created
Field type dimension
Data type string.time.date
adUpdatedDate
Field label Ad updated date
Description Date the ad was last updated
Field type dimension
Data type string.time.date
adIsActive
Field label Is ad active
Description Whether or not the ad is currently active
Field type dimension
Data type bool
adFormatID
Field label Ad format ID
Description Corresponding ad format ID in the AdRoll system
Field type dimension
Data type string.text.value
adFormat
Field label Ad format
Description Format string. i.e. '300 wide x 250 high'
Field type dimension
Data type string.text.value
adFormatName
Field label Ad format
Description Format string. i.e. '300x250'
Field type dimension
Data type string.text.value
hasFutureCampaigns
Field label Has future campaigns
Description Whether or not the ad has the possibility of serving based on the adgroups & campaigns in which it inhabits
Field type dimension
Data type bool
destinationURL
Field label Ad destination URL
Description URL that the browser will navigate to when the ad is clicked
Field type dimension
Data type string.text.url
utm_source
Field label utm_source parameter value
Description utm_source parameter value from the destination URL, can be used to join with Google Analytics data
Field type dimension
Data type string.text.value
utm_medium
Field label utm_medium parameter value
Description utm_medium parameter value from the destination URL, can be used to join with Google Analytics data
Field type dimension
Data type string.text.value
utm_campaign
Field label utm_campaign parameter value
Description utm_campaign parameter value from the destination URL, can be used to join with Google Analytics data
Field type dimension
Data type string.text.value
utm_term
Field label utm_term parameter value
Description utm_term parameter value from the destination URL, can be used to join with Google Analytics data
Field type dimension
Data type string.text.value
utm_content
Field label utm_content parameter value
Description utm_content parameter value from the destination URL, can be used to join with Google Analytics data
Field type dimension
Data type string.text.value
headline
Field label Ad headline
Description For Facebook ads, the text to be displayed as the ad's headline
Field type dimension
Data type string.text.value
body
Field label Ad body
Description For Facebook ads, the text to be displayed as the ad's body
Field type dimension
Data type string.text.value
message
Field label Ad message
Description For Facebook Newsfeed ads, the text to be displayed as the ad\s message
Field type dimension
Data type string.text.value
originalAd
Field label Original Ad
Description EID of the ad that was edited to create the ad
Field type dimension
Data type string.text.value
src
Field label Ad source
Description Ad's creative's source URL
Field type dimension
Data type string.text.url
ad_image
Field label Ad image
Description Ad's creative image
Field type dimension
Data type string.text.formula
Destinations Google Sheets
hasEdits
Field label Has edits
Description Whether or not the ad has been edited such that another ad has it's original ad parameter set to this ad's EID
Field type dimension
Data type bool
hasPendingEdits
Field label Has pending edits
Description Whether or not the ad has edits that must be reviewed by an AdRoll administrator
Field type dimension
Data type bool
isOutlined
Field label Is outlined
Description Whether or not an outline has been applied to the ad to satisfy network compliance
Field type dimension
Data type bool
validClicktag
Field label Valid click tag
Description Flag showing if the ad is in flash format, whether or not the clickTAG is compliant
Field type dimension
Data type bool
adrollEID
Field label AdRoll EID
Description AdRoll EID for prospecting ads
Field type dimension
Data type string.text.value
height
Field label Ad height
Description Height in pixels of the ad's creative
Field type dimension
Data type int.number.value
width
Field label Ad width
Description Width in pixels of the ad's creative
Field type dimension
Data type int.number.value
outlineColor
Field label Ad outline color
Description Hexadecimal color code corresponding to the outline of an ad
Field type dimension
Data type string.text.value

ADGROUP

adgroupName
Field label Adgroup
Description Name of the adgroup
Field type dimension
Data type string.text.value
adgroupEid
Field label Adgroup EID
Description EID of the adgroup
Field type dimension
Data type string.text.value
adgroupStatus
Field label Adgroup status
Description Adgroup status: approved, paused, draft, rejected or deleted
Field type dimension
Data type string.text.value
adgroupCreatedDate
Field label Adgroup created date
Description Date the adgroup was created
Field type dimension
Data type string.time.date
adgroupUpdatedDate
Field label Adgroup updated datetime
Description Date the adgroup was last updated
Field type dimension
Data type string.time.date
adgroupIsActive
Field label Is adgroup active
Description Whether or not the adgroup is currently active
Field type dimension
Data type bool
adOptimization
Field label Ad optimization
Description Strategy used to optimize ads when multiple ads fit a single ad space
Field type dimension
Data type string.text.value
siteExclusions
Field label Site exclusions
Description List of excluded domains for the adgroup, with ad format information, if any
Field type dimension
Data type string.text.json
flights
Field label Flights
Description Scheduled flight periods when ads will be served. Null if there is no limitation
Field type dimension
Data type string.text.json
flightTimezone
Field label Flight timezone
Description Timezone preference of all flights of this adgroup
Field type dimension
Data type string.time.timezone

ADVERTISER

advertisableName
Field label Advertiser
Description Advertiser profile
Field type dimension
Data type string.text.value
advertisableEid
Field label Advertiser EID
Description EID of the advertiser
Field type dimension
Data type string.text.value
advertisableStatus
Field label Advertiser status
Description Status of the advertiser: admin_review, approved or rejected
Field type dimension
Data type string.text.value
advertisableCreatedDate
Field label Advertiser created date
Description Date the advertiser profile was created
Field type dimension
Data type string.time.date
advertisableCurrency
Field label Advertiser currency
Description Currency code (ISO-4217) use by the advertiser's account
Field type dimension
Data type string.currency.code
advertisableIsActive
Field label Is advertiser active
Description Whether or not the advertiser is currently active
Field type dimension
Data type bool
businessUnit
Field label Business unit
Description The business unit this Advertisable has signed up for
Field type dimension
Data type string.text.value
url
Field label Advertiser URL
Description Advertiser's URL
Field type dimension
Data type string.text.url
organization
Field label Organization EID
Description EID of the advertiser's organization
Field type dimension
Data type string.text.value
clickThroughConversionWindow
Field label Click-through conversions duration (days)
Description Duration of the advertiser's Click-through conversions conversion window in days
Field type dimension
Data type int.number.value
viewThroughConversionWindow
Field label View-through conversions duration (days)
Description Duration of the advertiser's View-through conversions window in days
Field type dimension
Data type int.number.value
revshareViewPercent
Field label Rev share view
Description Percentage of the rev share views
Field type dimension
Data type float.number.percentage
revshareClickPercent
Field label Rev share click
Description Percentage of the rev share clicks
Field type dimension
Data type float.number.percentage

AUDIENCE

audienceName
Field label Audience
Description Name of the audience
Field type dimension
Data type string.text.value
audienceEid
Field label Audience EID
Description EID of the audience
Field type dimension
Data type string.text.value
audienceType
Field label Audience type
Description The type of the segment. url, crm, pages_viewed, products_viewed, etc
Field type dimension
Data type string.text.value
audienceCampaign
Field label Audience campaign
Description Campaign for the audience
Field type dimension
Data type string.text.value
audienceAdvertisable
Field label Advertiser audience
Description Advertiser EID for the audience
Field type dimension
Data type string.text.value
audienceCurrency
Field label Audience currency
Description Currency code (ISO-4217) for the audience. Default to the Advertiser's currency
Field type dimension
Data type string.currency.code
segmentEID
Field label Segment EID
Description EID of the segment
Field type dimension
Data type string.text.value
description
Field label Description
Description Pieces to build the Audience's description formatted following the type
Field type dimension
Data type string.text.json
audienceCreatedDate
Field label Audience created date
Description Date the audience was created
Field type dimension
Data type string.time.date
inclusion
Field label Inclusion
Description Is the audience an inclusion audience
Field type dimension
Data type bool
isConversion
Field label Is conversion audience
Description Is the audience a conversion audience
Field type dimension
Data type bool
audienceSyncSize
Field label Synced audience size
Description The size of the synced audience
Field type metric
Data type int.number.value

AUDIENCE PERFORMANCE

audienceSizeTotal
Field label Audience total size
Description Number of total audiences
Field type metric
Data type int.number.value
audienceSizeCurrent
Field label Audience current size
Description Number of current audiences
Field type metric
Data type int.number.value

CAMPAIGN

campaignName
Field label Campaign
Description Name of the campaign
Field type dimension
Data type string.text.value
campaignEid
Field label Campaign EID
Description EID of the campaign
Field type dimension
Data type string.text.value
campaignType
Field label Campaign type
Description Type for the campaign: prospecting, blended or retargeting
Field type dimension
Data type string.text.value
campaignStatus
Field label Campaign status
Description Status of the campaign: running, ended, paused, review, draft, rejected or deleted
Field type dimension
Data type string.text.value
campaignCurrency
Field label Campaign currency
Description ISO-4217 currency code for the given amount
Field type dimension
Data type string.currency.code
budget
Field label Budget
Description Daily budget of the campaign
Field type dimension
Data type float.number.value
maxCpm
Field label Max CPM
Description Maximum CPM for the campaign
Field type dimension
Data type float.number.value
campaignCreatedDate
Field label Campaign created date
Description Date the campaign was created
Field type dimension
Data type string.time.date
campaignUpdatedDate
Field label Campaign updated date
Description Date the campaign was last updated
Field type dimension
Data type string.time.date
channel
Field label Channel
Description Campaign channel: email, social or web
Field type dimension
Data type string.text.value
startDate
Field label Campaign start date
Description Date the campaign started
Field type dimension
Data type string.time.date
endDate
Field label Campaign end date
Description Date the campaign ended, exclusive
Field type dimension
Data type string.time.date
kpiCurrency
Field label KPI currency
Description ISO 4217 currency code for kpiGoal. If not provided assume the currency provided at the Advertiser level
Field type dimension
Data type string.currency.code
kpiGoal
Field label KPI goal
Description Goal for the kpiMetric that drives the campaign's bid strategy. Null for automatic
Field type dimension
Data type float.number.value
kpiMetric
Field label KPI metric
Description Metric being targeted by the campaign's bid strategy
Field type dimension
Data type string.text.value
source
Field label Source
Description Service responsible for the creation of the campaign
Field type dimension
Data type string.text.value

CONVERSIONS

conversions
Field label Conversions
Description Conversions (count) = View Conversions + Click Conversions
Field type metric
Data type int.number.value
conversionRate
Field label Conversion rate
Description Percentage of conversions per the amount of clicks
Field type metric
Data type float.number.percentage
clickThroughs
Field label Click-through conversions
Description Click-through conversions amount
Field type metric
Data type int.number.value
viewThroughs
Field label View-through conversions
Description View-through conversions amount
Field type metric
Data type int.number.value
ctcRate
Field label CTC rate
Description Click-through conversion rate, percentage of clicks that resulted in a click conversion. CTC Rate (%) = Click-through conversions / Clicks * 100
Field type metric
Data type float.number.percentage
vtcRate
Field label VTC rate
Description The percentage of impressions that resulted in a view-through conversion. VTC Rate (%) = View-through conversions / Impressions * 100
Field type metric
Data type float.number.percentage
revenue
Field label Revenue
Description Revenue (amount) = View Revenue + Click Conversions
Field type metric
Data type float.currency.value
revenue_campaignCurrency
Field label Revenue (account currency)
Description Revenue (amount) in your campaign currency
Field type metric
Data type float.currency.value
Services Currency conversion
clickRevenue
Field label Click revenue
Description Click revenue amount
Field type metric
Data type float.currency.value
viewRevenue
Field label View revenue
Description View revenue amount
Field type metric
Data type float.currency.value
cpa
Field label CPA
Description Cost per acquisition, spend divided by the number of conversions. CPA ($) = Spend / Conversions
Field type metric
Data type float.currency.value
clickCPA
Field label Click CPA
Description Cost per click acquisition, spend divided by the number of click conversions. Click CPA ($) = Spend / Click Conversions
Field type metric
Data type float.number.value
viewCPA
Field label View CPA
Description View CPA ($) = Cost / View-through
Field type metric
Data type float.currency.value
roi
Field label ROI
Description Return on investment: The profit per dollar spent on ads. ROI (x) = (Click Revenue + View Revenue) / Cost
Field type metric
Data type float.currency.value
clickROI
Field label Click ROI
Description Click return on investment: Profit per dollar spent, generated from conversions that happen after someone clicks the ad. Click ROI (x) = Click Revenue / Cost
Field type metric
Data type float.currency.value
viewROI
Field label View ROI
Description View return on investment: Profit per dollar spent, generated from conversions that happen after someone views the ad. View ROI (x) = View Revenue / Cost
Field type metric
Data type float.currency.value

DATASOURCE

dataSourceName
Field label Data source
Description The name of the source for this data, as listed on supermetrics.com/docs
Field type dimension
Data type string.text.value
Destinations API, Data warehouse
system_metadata.data_source_logins
Field label Data source logins
Description The data source login accounts that were used to authenticate against the data source
Field type dimension
Data type string.text.json
system_metadata.data_source_login_owners
Field label Data source login owners
Description The Supermetrics users that created the data source login connections
Field type dimension
Data type string.text.json

DEPRECATED

placementTargets
Field label Placement targets
Description List of strings for an adgroup's placement targets. Each entry can have a value of: all, newsfeed or rightcolumn.
Field type dimension
Data type string.text.json
🚫 Deprecated Deprecated on 2020-04-28
advertisableIsB2B
Field label Is a B2B customer
Description Whether or not the advertiser is a B2B customer.
Field type dimension
Data type bool
🚫 Deprecated Deprecated on 2022-04-28
segments
Field label Segments
Description List for the segments attached to the adgroup. Each entry has "id" and "is_negative" fields.
Field type dimension
Data type string.text.json
🚫 Deprecated Deprecated on 2020-04-28
platformTargets
Field label Platform targets
Description List for the adgroup's platform targets.
Field type dimension
Data type string.text.json
🚫 Deprecated Deprecated on 2020-04-28
totalVisitors
Field label Total visitors (deprecated)
Description Number of total visitors.
Field type metric
Data type int.number.value
🚫 Deprecated Deprecated on 2019-02-27
bouncedVisitors
Field label Bounced visitors
Description Visitors who have only viewed one page and left the site after viewing a prospecting ad.
Field type metric
Data type int.number.value
🚫 Deprecated Deprecated on 2022-04-28
bounceRate
Field label Bounce rate
Description Percentage of new visitors who have only viewed one page and left the site after viewing a prospecting ad. Bounce Rate (%) = Bounced visitors / New visitors * 100.
Field type metric
Data type float.number.percentage
🚫 Deprecated Deprecated on 2022-04-28
audienceSizeNew
Field label Audience new size
Description Number of new audiences who came to the site after viewing a prospecting ad.
Field type metric
Data type int.number.value
🚫 Deprecated Deprecated on 2022-04-28
nonBouncedVisitors
Field label Non-bounced visitors
Description Visitors who have only viewed more than one page after viewing a prospecting ad.
Field type metric
Data type int.number.value
🚫 Deprecated Deprecated on 2022-04-28

EMAIL

sends
Field label Sends
Description Number of emails sent by a campaign
Field type metric
Data type int.number.value

GRANULAR CONVERSIONS

adrollConversionId
Field label AdRoll conversion ID
Description The unique identifier for the attributed or influenced conversion
Field type dimension
Data type string.text.value
device
Field label Device
Description The device where the conversion happened
Field type dimension
Data type string.text.value
time
Field label Conversion time
Description When the conversion happened
Field type dimension
Data type string.time.datetime
country
Field label Country
Description The country where the conversion happened
Field type dimension
Data type string.geo.country
countryCode
Field label Country code
Description The two-letter code of the country where the conversion happened
Field type dimension
Data type string.geo.country.twolettercode
city
Field label City
Description The city where the conversion happened
Field type dimension
Data type string.geo.city
adSize
Field label Ad size
Description Size of the converting ad
Field type dimension
Data type string.text.value
referrerURL
Field label Referrer URL
Description URL preceding the conversion
Field type dimension
Data type string.text.url
daysToConversionFirstTouch
Field label Days to conversion first touch
Description Time from first AdRoll touch to conversion (days)
Field type dimension
Data type float.number.value
daysToConversionLastTouch
Field label Days to conversion last touch
Description Time from last AdRoll touch to conversion (days)
Field type dimension
Data type float.number.value
firstTouchTimestamp
Field label First touch timestamp
Description When the first AdRoll touch occurred
Field type dimension
Data type string.time.datetime
lastTouchTimestamp
Field label Last touch timestamp
Description When the final AdRoll touch occurred
Field type dimension
Data type string.time.datetime
externalData
Field label External data
Description Data recorded by the AdRoll Pixel on the conversion event
Field type dimension
Data type string.text.json
lastTouchAttribution
Field label Last touch attribution
Description True if it has been attributed as last touch
Field type dimension
Data type bool
touchpointTimestamp
Field label Touchpoint timestamp
Description The last preceding AdRoll touchpoint, such as an impression or a click
Field type dimension
Data type string.time.datetime
attributionCredit
Field label Attribution credit
Description The type of credit assigned: "attributed" or "influenced"
Field type dimension
Data type string.text.value
attributionModel
Field label Attribution model
Description The attribution model applied at the time of conversion
Field type dimension
Data type string.text.value
attributedConversions
Field label Attributed conversions
Description The number of conversions attributed to your AdRoll ads based on your selected attribution model
Field type metric
Data type int.number.value

PERFORMANCE

impressions
Field label Impressions
Description Sum of the number of ad impressions and the number of unique-by-session email opens collected
Field type metric
Data type int.number.value
clicks
Field label Clicks
Description Number of times an ad was clicked over the date range selected
Field type metric
Data type int.number.value
spend
Field label Cost (USD)
Description Cost amount in USD
Field type metric
Data type float.currency.value
spend_campaignCurrency
Field label Cost (account currency)
Description Cost amount in your campaign currency
Field type metric
Data type float.currency.value
Services Currency conversion
ctr
Field label CTR
Description Click-through rate, percentage of impressions that resulted in a click. Click-through rate. CTR (%) = Clicks / Impression * 100
Field type metric
Data type float.number.percentage
cpc
Field label CPC
Description Cost per click, spend divided by the number of clicks, in USD. CPC ($) = Spend / Clicks
Field type metric
Data type float.currency.value
cpm
Field label CPM
Description Cost per thousand impressions, average cost to have your ad serve 1000 times, in USD. CPM ($) = Spend / Impressions * 1000
Field type metric
Data type float.currency.value

PLACEMENT

placement
Field label Placement
Description Placement of the Ad in Facebook. For example "desktop", "feed"
Field type dimension
Data type string.text.value
avg_order_value
Field label Average order value
Description Average revenue per attributed conversion
Field type metric
Data type float.currency.value

QUERY

system_metadata.query_date_range_start
Field label Start date
Description The start date of the requested query
Field type dimension
Data type string.time.date
system_metadata.query_date_range_end
Field label End date
Description The end date of the requested query
Field type dimension
Data type string.time.date
system_metadata.query_timezone
Field label Timezone
Description The timezone that is supplied to the query
Field type dimension
Data type string.time.timezone
system_metadata.query_filters
Field label Filters
Description All filters used in the query
Field type dimension
Data type string.text.json
system_metadata.query_date_start
Field label Start
Description When the query was started
Field type dimension
Data type string.time.datetime
system_metadata.query_date_end
Field label End
Description When the query completed
Field type dimension
Data type string.time.datetime
system_metadata.query_duration
Field label Duration
Description The duration in seconds of the query
Field type dimension
Data type int.duration.seconds
system_metadata.query_accounts
Field label Accounts
Description A list of accounts of which the data was pulled from
Field type dimension
Data type string.text.json

SEGMENT

eid
Field label Segment EID
Description EID of the segment
Field type dimension
Data type string.text.value
name
Field label Segment name
Description Name of the segment, for use internally and for JS segment matching
Field type dimension
Data type string.text.value
type
Field label Segment type
Description Type of the segment: c or s (c=Conversion, s=Segment)
Field type dimension
Data type string.text.value
tags
Field label Segment tags
Description Tags explicitly assigned to the segment
Field type dimension
Data type string.text.value
segmentCurrency
Field label Segment currency
Description The value of a conversion from this segment
Field type dimension
Data type string.currency.code
duration
Field label Segment duration
Description Duration of the segment, in days
Field type dimension
Data type int.number.value
isActive
Field label Is segment active
Description Indicates if segment was deleted or active
Field type dimension
Data type bool
segmentIsConversion
Field label Is segment conversion
Description Is the audience a conversion audience
Field type dimension
Data type bool
conversionValue
Field label Segment conversion value (USD)
Description Value of a conversion from the segment (in USD)
Field type metric
Data type float.currency.value

TIME

today
Field label Today
Description Today's date, e.g. 2017-01-31
Field type dimension
Data type string.time.date
Destinations API, Data warehouse
year
Field label Year
Description Year, e.g. 2017
Field type dimension
Data type string.time.year
yearOfWeek
Field label Year of week (Sun-Sat)
Description Year of week for US weeks, e.g. 2017
Field type dimension
Data type string.time.year
yearOfWeekIso
Field label Year of week (Mon-Sun)
Description Year of week for ISO weeks, e.g. 2017
Field type dimension
Data type string.time.year
yearMonth
Field label Year & month
Description Year and month, e.g. 2017|06
Field type dimension
Data type string.time.yearmonth
quarter
Field label Quarter
Description Business quarter, e.g. Q1
Field type dimension
Data type string.time.quarter
month
Field label Month
Description Month, e.g. 6
Field type dimension
Data type string.time.month
yearWeek
Field label Year & week (Sun-Sat)
Description US week number, e.g. 51
Field type dimension
Data type string.time.yearweekiso
yearWeekIso
Field label Year & week (Mon-Sun)
Description Year and week for ISO weeks, e.g. 2017|08
Field type dimension
Data type string.time.yearweek
week
Field label Week (Sun-Sat)
Description Day of week name for US weeks, e.g. 0 Sunday
Field type dimension
Data type string.time.week
weekIso
Field label Week (Mon-Sun)
Description ISO week number, e.g. 51
Field type dimension
Data type string.time.weekiso
dayOfMonth
Field label Day of month
Field type dimension
Data type string.time.dayofmonth
dayOfWeekName
Field label Day of week (Mon-Sun)
Description Day of week name for US weeks, e.g. 0 Sunday
Field type dimension
Data type string.time.dayofweek
dayOfWeekNameIso
Field label Day of week (Mon-Sun)
Description Day of week name for US weeks, e.g. 0 Sunday
Field type dimension
Data type string.time.dayofweek
date
Field label Date
Description Date, e.g. 2017-01-31
Field type dimension
Data type string.time.date

VISITORS

newVisitors
Field label New visitors
Description Number of new visitors who came to the site after viewing a prospecting ad
Field type metric
Data type int.number.value
engagedVisitors
Field label Engaged visitors
Description Number of new visitors who have viewed at least 3 pages on the site after viewing a prospecting ad
Field type metric
Data type int.number.value
nonBouncedVisitorsRate
Field label Non-bounced visitors rate
Description Percentage of new visitors who have viewed more than one page after viewing a prospecting ad. Non-Bounced Visitors Rate (%) = Non-bounced visitors / New visitors * 100
Field type metric
Data type float.number.percentage
newVisitorCost
Field label New visitor cost
Description Cost for each new visitor that came to the site after viewing a prospecting ad (newVisitorCost = Cost / New visitors)
Field type metric
Data type float.currency.value
engagedVisitorCost
Field label Engaged visitor cost
Description Cost for each new visitor that has viewed at least 3 pages on the site after viewing a prospecting ad. Engaged visitor cost = Cost / Engaged visitors)
Field type metric
Data type float.currency.value