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Data Sources

Adform

Metrics & Dimensions List

Updated: 2026-08-01

Important

Adform data is reported at banner level.

  • adform__banner_{breakdowns}_daily
  • adform__banner_{breakdowns}_weekly
  • adform__banner_{breakdowns}_monthly

An order groups the line items of a long-running campaign, and a line item is an advertising spot on a media or publisher.

The granularity does not change the columns, only the period each row covers.

Choose the Right Time Granularity for Your Data

account_idText

Identifier of the Adform account the row belongs to.

account_nameText

Name of the Adform account the row belongs to.

campaignNameText

Name of the campaign the row is reported for.

orderNameText

Name of the order the row is reported for. Orders group the line items of long-running campaigns.

lineItemIDText

This dimension groups data by Adform Line Item ID.

lineItemNameText

Name of the line item the row is reported for. A line item is an advertising spot on a media or publisher.

bannerIDText

This dimension groups data by Adform banner ID.

bannerNameText

Name of the banner the row is reported for.

dateDate

Date, e.g. 2017-01-31.

costNumber

This metric shows the cost value for the selected dimension (usually on a media, placement (line item) level).

impressionsNumber

This metric shows the number of tracked ads (formerly known as impressions) and includes both rendered and served-but-not-rendered ads.

uniqueReachNumber
clicksNumber

This metric shows the number of clicks for the selected dimension. A click occurs when a user interacts with the advertisement by engaging a mouse button (usually the left) while the mouse pointer is hovering over the advertisement.

viewImpressionsIABNumber
measurableImpressionsNumber

This metric shows the number of eligible impressions that were measured for viewability. This metric has been accredited by the Media Rating Council (MRC).

salesNumber

This metric shows the sales value collected from all visits on tracked pages. Collected only if variable is implemented in Tracking points. It has predefined Uniqueness of 'No Repeat', which means that sales value form pageviews, generated by the same user within 15 minutes, are excluded.

conversionsNumber

A tracked page can be defined as a Conversion - usually a page where a sign-up is confirmed or a sale is made. This metric shows the number of all Conversion pageviews, displayed as a sum for all tracked conversion pages. It has predefined Uniqueness of 'No Repeat', which means that Conversion pageviews, generated by the same user within 15 minutes, are excluded.

visitsNumber

Shows the number of visits in advertiser's website for the selected tracking setup.

pageviewsNumber

This metric shows the number of all tracked pages (tracking points) pageviews, displayed as a sum for all tracked pages. It has predefined Uniqueness of 'No Repeat', which means that pageviews, generated by the same user within 15 minutes, are excluded.

avgVideoPlayTimeNumber

This metric shows the average amount of time that a viewable video banner played. Only user- initiated video plays are considered. Could be used to evaluate user engagement.

videoPlayStartCountNumber

This metric shows the total number of video starts (including both auto-play and user- initiated video plays).

videoCompleteCountNumber

This metric shows the number of times a video banner or in-stream video was played to 100% completion.