In this section, you will find the Dimensions and Metrics found in Teads Ad Manager reporting section, along with their definition.
Note:
* Label: as displayed on Teads Ad Manager Reporting tab & generated reports (xlsx, csv).
** API Name: For querying the API only.
⚠️ Viewability metrics has been updated
The viewability measurement has been provided by MOAT until the 23/09/2024. After this date, measurement is provided by Teads.
Dimensions
Category | Label* | Definition |
Date | Day (day**) | Day of the data. |
Date | Hour (hour**) | Hour of the data. |
Date | Month (month**) | Month of the data. |
Date | Week (week**) | Week of the data. |
Date | Year (year**) | Year of the data. |
Campaign | Advertiser ID (advertiser_id**) | Unique identifier of the advertiser. |
Campaign | Advertiser Name (advertiser_name**) | Name of the advertiser. |
Campaign | Advertising Solution (advertising_solution**) | Advertising Solution of the campaign (i.e. "Clicks", "Contextual Reachcast", "Conversions", etc.) |
Campaign | Auction has Billable? (auction_has_advertiser_billable**) | True if auction billed, false otherwise. Note: due to technical implementation, there can be false negatives (but no false positives). |
Campaign | Budget Spent Currency (turnover_currency**) | Currency of the budget spent. |
Campaign | Campaign Budget (io_budget**) | Total budget booked for a campaign. |
Campaign | Campaign Currency (io_currency**) | Currency of the campaign budget. |
Campaign | Campaign External Integration Code (ad_external_integration_code**) | User-defined code to integrate campaign data with another reporting system. |
Campaign | Campaign ID (ad_id**) | Unique identifier of the campaign. |
Campaign | Campaign Name (ad_external_name**) | Name of the campaign. |
Campaign | Campaign Objective (campaign_objective**) | Objective of the campaign. Allows to breakdown between Branding and Performance campaigns. |
Campaign | Conversion Name (conversion_name**) | Name of a conversion event (as configured in Events Manager, which allows the setup and management of website event). |
Campaign | Conversion Type (conversion_type**) | Type of a conversion event (as configured in Events Manager, which allows the setup and management of website event).
Note: event types are standardized and are predefined by Teads, they can be used to log conversions (ex: Lead, Purchase, Add to cart). |
Campaign | Cookieless Delivery | True or False - indicates if the targeting applied to deliver the impression only used cookieless signals (true) or relied on a 3rd party cookie (false)
This dimension is only available from May 12th, 2023. Anything pulled before this date will display 0. |
Campaign | Line End Date (io_line_end_date**) | End date of the line item. |
Campaign | Line Group ID (io_line_id_v3**) | Unique identifier of the Line Group |
Campaign | Line Group Name | Name of the Line Group |
Campaign | Line Item Billable Event (price_advertiser_event**) | Billing event of the line item depending on your buying model.
Note: for CPM billing event is Start (video) or Impression (display), for CPCV billing event is Complete, for vCPM billing event is Viewable Impression, for CPC billing event is Click. |
Campaign | Line Item Budget (io_line_budget**) | Total budget booked for the line item. |
Campaign | Line Item ID (insertion_id**) | Unique identifier of the line item. |
Campaign | Line Item Name (insertion_name**) | Name of the line item. |
Campaign | Line Item Targeting Mode (insertion_targeting_mode**) | Cookieless if the line item is forced to use only cookieless signals in its targeting, otherwise standard. |
Campaign | Line Start Date (io_line_start_date**) | Start date of the line item. |
Campaign | Seat ID (ad_owner_id**) | Unique identifier of the seat. |
Campaign | Seat Name (ad_owner_name**) | Name of the seat. |
Campaign | - | Indicates the last time the campaign object was updated. |
Campaign | - (advertiser_updated_at**) | Indicates the last time the advertiser object was updated. |
Campaign | - | Indicates the last time the Line Group object was updated. |
Campaign | - | Indicates the last time the Line Item object was updated. |
Creative | Creative External Integration Code (creative_external_integration_code**) | User-defined code to integrate creative data with another reporting system. |
Creative | Creative Family (format_creative_type_family_name**) | Family of the creative (values: Video, Viewable Display, etc.). |
Creative | Creative ID (creative_id**) | ID of the creative. |
Creative | Creative Name (creative_external_name**) | Name of the creative. |
Creative | - | Indicates the last time the creative object was updated. |
Creative | Creative Portfolio Item (portfolio_item_name**) | Commercial name of the creative. |
Creative | Creative Size (format_size_name**) | Size of the creative (values: Landscape, Square, Vertical, etc.). |
Creative | Creative Type (format_creative_type_name**) | Type of the creative (values: Carousel, Scroller, etc.). |
Creative | Position (placement_format_integration_type**) | Position of the slot displaying the creative (values: in Article, instream etc.) |
Creative | Studio Action (studio_action**) | Custom creative actions tracked through Teads Studio (ex: Click on Endscreen) |
Creative | Studio Creative ID (studio_creative_id**)
| Unique identifier of the Studio creative. |
Creative | Studio Segment (studio_segment**)
| Unique identifier of a Studio creative's personalization segment, for dynamic creatives. |
Creative | Video or Display (business_common_video_or_display**) | Type of the creative delivered: video or display. |
Custom Deal | Deal Currency (deal_currency**) | Currency of the Deal ID (i.e., USD, EUR). |
Custom Deal | Deal ID Key (deal_id_key**) | An identifier shared by the Publisher or Exchange for a Deal ID in their system. |
Custom Deal | Deal Rate CPM (deal_rate_cpm**) | The minimum or fixed cost per thousand impressions (CPM) for the inventory associated with a Deal ID. |
Custom Deal | Deal Rate Type (deal_rate_type**) | The rate type of the inventory. For example: Fixed or Dynamic. |
Geo | Country Code (country_code**) | Code of the country where the user saw the ad. Uses the ISO 3166-1 alpha-2 standard. |
Geo | Country Name (country_name**) | Name of the country where the user saw the ad. |
Geo | City Name (city_name**) | Name of the city where the user saw the ad. |
Geo | Market Area Code (dma_code**) | Code of the market area where the user saw the ad. |
Geo | Market Area Name (dma_name**) | Name of the market area name where the user saw the ad. |
Geo | Postal Code (postal_code**) | Postal code where the user saw the ad. |
Geo | Region Code (region_code**) | Code of the region where the user saw the ad. |
Geo | Region Name (region_name**) | Name of the region where the user saw the ad. |
Inventory | App Bundle ID (app_bundle_id**) | Unique identifier of the application on the application store. |
Inventory | App Name (app_name**) | Name of the application. |
Inventory | App Platform (app_platform**) | Platform or Operating System where the application is used. |
Inventory | Channel (channel**) | Delivery channel of the line item (values: "Web & Mobile App" or "CTV") |
Inventory | Website Domain (website_domain**) | Domain of the website where the ad was delivered. |
Inventory | Website or App (website_or_app**) | Website domain (if the impression happened on a website) or App Name / App Platform / App Bundle ID (if the impression happened on a CTV app). |
User Information | Browser (browser**) | Name of the browser of the user seeing the ad. |
User Information | Browser Version (browser_version**) | Version of the browser of the user seeing the ad. |
User Information | Device (device**) | Device where the ad was delivered (values: Desktop, Smartphone, etc.). |
User Information | Operating System (operating_system**) | Operating system of the device where the ad was delivered. |
Other (Deprecated) | Line ID (io_line_id**)
| Unique identifier of the Line Group.
Note: Please use "Line Group ID" instead. |
Metrics
Category | Label* | Definition |
KPI | Billable Events (advertiser_billable_volume**) | Number of billable events delivered (ex: clicks for CPC, impressions for Display CPM, etc.). |
KPI | Clicks (click**) | Number of clicks. |
KPI | Clickthrough Rate (click-rate**) | Number of clicks that your ad receives divided by the number of times your ad is shown. |
KPI | Cookieless Impressions (cookieless_impression**) | Number of impressions delivered using cookieless signals. |
KPI | Cookieless Impressions Rate (cookieless_impression-rate**) | "Cookieless Impressions" / Impression". |
KPI | Impressions (impression**) | Number of impressions delivered. |
KPI | Visits | A visit occurs when a user is served an ad, clicks on it and then lands on your site. |
KPI | Qualified Visits | A qualified visit is one where the user spends 10 seconds or more on the website, or visits more than one page. |
KPI | Post Click Conversions (post_click_conversion**) | Number of post-click conversions. Post-click conversions occur when a user is served an ad, clicks on it and then converts on your site within a set period. |
KPI | Post View Conversions (post_view_conversion**) | Number of post view conversions. Post-view conversions occur when a user is served an ad and didn’t click it. They later returned your site (via some other path) and converted within a set period. |
KPI | Unique Viewers (uv_impression**) | Estimated number of unique Teads IDs exposed to an ad. Note: this metric is only compatible with a limited set dimensions & metrics (learn more about Unique Viewers) |
Budget | Budget Delivered (budget_delivered_value**) | Advertiser budget consumed. Includes added value budget, TAM fee and agency fee. |
Budget | Budget Delivered - Cost per Result (budget_delivered_average_cost_per_result_value**) | Average price of a result, based on "Budget Delivered". This is the cost per result paid by the advertiser, including advertising cost, TAM fee and agency fee. |
Budget | Budget Delivered - CPC (budget_delivered_average_cpc_value**) | Average price of a click, based on "Budget Delivered". This is the CPC value paid by the advertiser, including advertising cost, TAM fee and agency fee). |
Budget | Budget Delivered - CPM (budget_delivered_average_cpm_value**) | Average price of 1000 impressions (display) or starts (video), based on "Budget Delivered". This is the CPM value paid by the advertiser, including advertising cost, TAM fee and agency fee. |
Budget | Budget Delivered Agency Fee (budget_delivered_agency_fee_value**) | Agency fee. It is not invoiced by Teads. |
Budget | Budget Delivered Fee (budget_delivered_fee_value**) | TAM fee. It is invoiced by Teads. |
Budget | Budget Delivered Teads (budget_delivered_teads_value**) | Total value delivered by Teads. Includes added value budget and TAM fee. Does not include agency fee. |
Budget | Budget Delivered Teads - Cost per Result (budget_delivered_teads_average_cost_per_result_value**) | Average price of a result, based on "Budget Delivered Teads". This is the cost per result delivered by Teads, including advertising cost and TAM fee. |
Budget | Budget Delivered Teads - CPC (budget_delivered_teads_average_cpc_value**) | Average price of a click, based on "Budget Delivered Teads". This is the CPC value delivered by Teads, including advertising cost and TAM fee. |
Budget | Budget Delivered Teads - CPM (budget_delivered_teads_average_cpm_value**) | Average price of 1000 impressions (display) or starts (video), based on "Budget Delivered Teads". This is the CPM value delivered by Teads, including advertising cost and TAM fee. |
Budget | Budget Delivered Total Ad Cost (budget_delivered_advertising_value**) | Advertising value (media & data) delivered by Teads. Includes added value budget, but excludes TAM fee and agency fee. |
Budget | Budget Delivered Total Ad Cost - Cost per Result (budget_delivered_advertising_average_cost_per_result_value**) | Average price of a result, based on "Budget Delivered Total Ad Cost". This is the cost per result considering only the advertising cost. |
Budget | Budget Delivered Total Ad Cost - CPC (budget_delivered_advertising_average_cpc_value**) | Average price of a click, based on "Budget Delivered Total Ad Cost". This is the CPC value considering only the advertising cost. |
Budget | Budget Delivered Total Ad Cost - CPM (budget_delivered_advertising_average_cpm_value**) | Average price of 1000 impressions (display) or starts (video), based on "Budget Delivered Total Ad Cost". This is the CPM value considering only the advertising cost. |
Budget | Budget Spent (turnover_value**) | Budget spent invoiced by Teads. Includes TAM fee, but excludes added value budget and agency fee. |
Budget | Budget Spent - Cost per Result (turnover_average_cost_per_result_value**) | Average price of a result, considering the budget spend (invoiced by Teads) and the total volume delivered. |
Budget | Budget Spent - CPC (turnover_average_cpc_value**) | Average price of a click, considering the budget spend (invoiced by Teads) and the total volume delivered. |
Budget | Budget Spent - CPM (turnover_average_cpm_value**) | Average price of 1000 impressions (display) or starts (video), considering the budget spend (invoiced by Teads) and the total volume delivered. |
Budget | Fee (turnover_fee_value**) | Budget spent on TAM fee. |
Budget | Total Ad Cost (turnover_advertising_value**) | Budget spent on advertising cost. Does not include added value budget, nor TAM fee, nor agency fee. |
Video Progress | Video Completes (video_complete**) | Number of times a video ad was played to completion. |
Video Progress | Video Completion Rate (video_complete-rate**) | The percentage of video ad impressions that played to completion ("Video Completes" / "Video Starts"). |
Video Progress | Video First Quartile (video_firstQuartile**) | Number of times a video ad played for 25% of its duration.. |
Video Progress | Video Midpoint (video_midpoint**) | Number of times a video ad played for 50% of its duration.. |
Video Progress | Video Progress [X] Second (video_progress-[X]**) | Number of times a video ad played for [X] seconds. |
Video Progress | Video Starts (video_start**) | Number of times a video ad started playing. |
Video Progress | Video Third Quartile (video_thirdQuartile**) | Number of times a video ad played for 75% of its duration. |
Display Viewability | Display [X] Second View (display_progress-[X]**) | Number of times a display ad was in view for [X] seconds. |
Viewability | [X] Sec In-View Impressions (moat_[X]s_inview_impression**) | The number of impressions where the ad played for at least [X] seconds with at least 50% of the player visible on-screen and the page in-focus (from Teads). |
Viewability | Average Ad Length (moat_video_average_ad_length**) | "Total Ad Length" / "Valid and Viewable Impressions". |
Viewability | Average In-View Time (moat_average_inview_time**) | "Total In-View Time" / "Valid and Viewable Impressions". |
Viewability | Complete In-View Impressions (moat_video_complete_inview_impression**) | Number of impressions that have been in-view on complete (from Teads). |
Viewability | Impressions Analyzed (filtered for IVT) (moat_analyzed_impression_filtered**) | Number of impressions tracked by Teads, filtered for invalid traffic. |
Viewability | Impressions Analyzed (unfiltered for IVT) (moat_analyzed_impression**) | Number of impressions tracked by Teads, not filtered for invalid traffic. |
Viewability | In-View Measurable Impressions (moat_inview_measurable_impression**) | The number of impressions where viewability was measurable by Teads. |
Viewability | Time Measurable Impressions | Number of impressions where an in-view time was measurable. This is helpful to calculate an overall average inview time with the following formula: "Total In-View Time" / "Time Measurable Impressions" |
Viewability | Total Ad Length (ms) (moat_total_ad_length**) | Total ad length in milliseconds (from Teads). |
Viewability | Total In-View Time (ms) (moat_total_inview_time**) | The total time in milliseconds that the ad was visible for users who met the requirement for a 2 Sec in-view impression (from Teads). |
Viewability | Valid and Viewable % (moat_viewable_rate**) | "Valid and Viewable Impressions" / "In-View Measurable Impressions". |
Viewability | Valid and Viewable Impressions (moat_inview_viewable_impression**) | Number of valid impressions that were viewable under the MRC standard (50% of pixels in-view for at least 2 continuous seconds for video, 1 continuous second for display). |
Lumen (Attention) | Lumen - Attention Seconds Per 1000 Impressions (lumen_attention_per_1000_impressions**) | Aggregate amount of "eyes on" visual attention received by 1000 impressions |
Lumen (Attention) | Lumen - Eyes-On Dwell Time (lumen_average_dwell_time**) | The average amount of time - in seconds - that viewed ads were looked at, as predicted by Lumen attention models. |
Lumen (Attention) | Lumen - View Rate (lumen_average_view_rate**) | Percentage of impressions receiving at least 1 eye fixation (minimum duration 100ms) as predicted by Lumen attention models. |
Scope3 | Scope3 - Ad Selection Emissions (scope3_ad_selection_emissions**) | Ad tech supply emissions including servers and cloud computing; analytics; network traffic; storage; data providers; and vendor overhead. Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Creative Distribution Emissions (scope3_creative_distribution_emissions**) | Emissions associated with the data transfer of the creative asset. Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Media Distribution Emissions (scope3_media_distribution_emissions**) | Media delivery including CMS; CDNs and hosting services; publishing overhead including employee and office expenses; data transfer. Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Media Consumer Device Emissions (scope3_media_consumer_device_emissions**) | Emissions associated with the consumer device during media consumption. Includes both emissions based on the use of the device and embodied emissions of the device. Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Creative Consumer Device Emissions (scope3_creative_consumer_device_emissions**) | Emissions associated with the consumer device during ad exposure. Includes both emissions based on the use of the device and embodied emissions of the device. Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Total Emissions (scope3_total_emissions**) | Sum of all the five emissions metrics above Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Total Emissions Without Device (scope3_total_emissions_without_device**) | Sum of the Ad Selection, Creative Distribution and Media Distribution emissions metrics Unit: grams of CO₂ equivalent (gCO₂e) |
Scope3 | Scope3 - Measured Impressions (scope3_measured_impressions**) | Number of impressions for which the Scope3 API returned emissions Unit: Impression |
Scope3 | Scope3 - Total Emissions per Mille (scope3_total_emissions_per_mille**) | Carbon score per Mille including all the emissions metrics Unit: grams of CO₂ equivalent per 1000 impressions (gCO2PM) |
Other (Deprecated) | [X] Second View (progress-[X]**) | Number of times an ad has been seen for [X] seconds.
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Frequently Asked Questions
What is the compatibility between dimensions and metrics?
What is the compatibility between dimensions and metrics?
For information on the compatibility between dimensions and metrics, refer here.
Where can I learn more about the Unique Viewers metric?
Where can I learn more about the Unique Viewers metric?
For information on unique viewers, refer here.
Where can I find attention metrics (powered by Lumen)?
Where can I find attention metrics (powered by Lumen)?
You can learn more about attention metrics here.
Where can I find metrics related to Performance campaigns?
Where can I find metrics related to Performance campaigns?
To understand more about performance metrics, refer here.
How precise are the Geo dimensions ?
How precise are the Geo dimensions ?
The location is determined with the user's IP adress. Inaccuracies can be caused by several factors out of Teads control. For example users using a VPN, switching internet networks, being located between 2 areas, etc. may cause inaccuracies.
Confidence in the precision depends on the granularity of the dimension. More granularity leads to less confidence in its accuracy. Dimensions ordered from most to less precise : Country, Region, Market Area, City, Postal Code.
Note: In certain cases, the exact casing of the UI labels might differ between the Teads Ad Manager Reporting tab and the column titles in generated files. Find the detailed list here.