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Last Updated 5/23/17

TypeGroup in UI QueryUI NameDescriptionEquationAPI fieldsEventNotes
DimensionsAdvertiserAdvertiser Category IDAdvertiser Category ID in ADM (Art & Entertianment, Health & Fitness, Sports, Business, Education, etc.) advertiser_category_id  
DimensionsAdvertiserAdvertiser Category NameAdvertiser Category Name in ADM (Art & Entertianment, Health & Fitness, Sports, Business, Education, etc.) advertiser_category_name  
DimensionsAdvertiser Advertiser EmailThe email contact for the advertiser advertiser_email  
DimensionsAdvertiser Advertiser IDAdvertiser ID in ADM advertiser_id  
DimensionsAdvertiser Advertiser IOExternal client's internal Advertiser innsertion order reference number advertiser_io  
DimensionsAdvertiser Advertiser NameAdvertiser Name in ADM advertiser_name  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 01Advertiser Custom Field 01 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield01  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 02Advertiser Custom Field 02 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield02  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 03Advertiser Custom Field 03 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield03  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 04Advertiser Custom Field 04 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield04  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 05Advertiser Custom Field 05 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield05  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 06Advertiser Custom Field 06 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield06  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 07Advertiser Custom Field 07 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield07  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 08Advertiser Custom Field 08 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield08  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 09Advertiser Custom Field 09 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield09  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 10Advertiser Custom Field 10 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield10  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 11Advertiser Custom Field 11 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield11  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 12Advertiser Custom Field 12 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield12  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 13Advertiser Custom Field 13 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield13  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 14Advertiser Custom Field 14 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield14  
DimensionsAdvertiser Custom FieldsAdvertiser Custom Field 15Advertiser Custom Field 15 in ADM that allows users to add a non standard event to report out on for Enterprise advertiser_customfield15  
DimensionsCreativeCreative Click Through URLAsecondary action within the creative to drive the user to the URL for the advertisers webpage  creative_click_through_url  
DimensionsCreativeCreative HeightThe height of the Creative (pixels) creative_height  
DimensionsCreativeCreative IDADM Creative ID Creative_id  
DimensionsCreativeCreative KindThe type of Creative.
Can be either Creative::ThirdParty, Creative::Redirect or Creative::Display
 creative_kind  
DimensionsCreativeCreative NameADM Creative Name creative_name  
DimensionsCreativeCreative Primary FeaturesThe primary features of a creative primary_features  
DimensionsCreativeCreative Secondary FeaturesCreative Secondary Features (Calendar, Map, Video, etc.) The secondary artibute of a creative (all of these elements map to a call to action) secondary_features  
DimensionsCreativeCreative SizeDimensions of the creative width and height (pixels) creative_size  
DimensionsCreativeCreative WidthThe width of the Creative (pixels) creative_width  
DimensionsCreativeThrid Party Click Tracking URLthe destination url that is the user will go when they click on the ad third_party_click_tracking_url  
DimensionsCreativeThrid Party Impression Tracking URLthe destination url that is the user will go when the impression delivers third_party_impression_tracking_url  
DimensionsDate TimeDateThe date assocated to when the system recorded the event date  
DimensionsDate TimeDay of WeekThe day of the week for the data aggregated in the report day_of_week  
DimensionsDate TimeMonthThe month for the data aggregated in the report month  
DimensionsDate TimePeriodThe numbers of days since 2005. This is an internal field for data validation period  
DimensionsDate TimeQuarterThe Quarter fo the Year for the data aggregated in the report quarter_of_year  
DimensionsDate TimeWeekThe week for the data aggregated in the report week  
DimensionsFlightFlight Booked QuantityThe amount of impressions or clicks which have been booked for flight. Based on the Flight Metric then it is either impressions (CPM) or clicks (CPC) flight_quantity  
DimensionsFlightFlight Booked Rate The cost, either per 1,000 impressions or per click (Booked rate). Booked opperational rate flight_rate  
DimensionsFlightFlight BudgetThe Line Item budget entered in ADM in Dollars to support the opperational management of the contract.  flight_budget  
DimensionsFlightFlight End DateDate entered in ADM that determines the date the flight will be completed flight_end_date  
DimensionsFlightFlight IDThe ADM flight ID. The flight ID is currently manually put into the creative by the Ad ops team flight_id  
DimensionsFlightFlight Kind ADM Flight's Kind (CPM, RTB, National …) How we internally categorize flights. flight_kind  
DimensionsFlightFlight MetricADM Flight's Metric (CPM, CPC, Sponsorship…) The ability in ADM to chose the way a flight will be measured  flight_metric  
DimensionsFlightFlight NameThe name of the flight in ADM flight_name  
DimensionsFlightFlight PacingADM Flight Pacing (Life time ad server impressions divided by the amount of impressions or clicks which have been booked)(lifetime dfp_impressions) / flight_quantityflight_pacing  
DimensionsFlightFlight Start DateAdm Flight Start Date flight_start_date  
DimensionsFlight Custom FieldsFlight Custom Field 01Flight Custom Field 01 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield01  
DimensionsFlight Custom FieldsFlight Custom Field 02Flight Custom Field 02 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield02  
DimensionsFlight Custom FieldsFlight Custom Field 03Flight Custom Field 03 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield03  
DimensionsFlight Custom FieldsFlight Custom Field 04Flight Custom Field 04 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield04  
DimensionsFlight Custom FieldsFlight Custom Field 05Flight Custom Field 05 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield05  
DimensionsFlight Custom FieldsFlight Custom Field 06Flight Custom Field 06 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield06  
DimensionsFlight Custom FieldsFlight Custom Field 07Flight Custom Field 07 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield07  
DimensionsFlight Custom FieldsFlight Custom Field 08Flight Custom Field 08 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield08  
DimensionsFlight Custom FieldsFlight Custom Field 09Flight Custom Field 09 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield09  
DimensionsFlight Custom FieldsFlight Custom Field 10Flight Custom Field 10 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield10  
DimensionsFlight Custom FieldsFlight Custom Field 11Flight Custom Field 11 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield11  
DimensionsFlight Custom FieldsFlight Custom Field 12Flight Custom Field 12 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield12  
DimensionsFlight Custom FieldsFlight Custom Field 13Flight Custom Field 13 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield13  
DimensionsFlight Custom FieldsFlight Custom Field 14Flight Custom Field 14 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield14  
DimensionsFlight Custom FieldsFlight Custom Field 15Flight Custom Field 15 in ADM that allows users to add a non standard event to report out on. Up to the account to create their own custom fields flight_customfield15  
DimensionsFlight TargetingAudienceADM Flight Audience Targeting audience   
DimensionsFlight TargetingBehavioral AudiencesADM Flight/Line Item Behavioral Audience Targeting (Sports Enthusiasts, Affluent Customers, Moms with Childre in a househould). Behavioral Audiences derived from behavioral inferences - always Verve custom built behavioral_audiences  
DimensionsFlight TargetingCarrierMobile carriers targeted for Line Items in ADM carrier_name  
DimensionsFlight TargetingContent CategoriesADM Flight/Line Item Inventory Content Category Targeting (Business, Sport, Arts and Entertainmnet, etc.) content_categories  
DimensionsFlight TargetingExcluded CarriersExcluded mobile carriers from Targetting in ADM excluded_carrier_ids  
DimensionsFlight TargetingExcluded Content CategoriesExcluded inventory content categories from Targetting in ADM (Business, Sport, Arts and Entertainmnet, etc.) excluded_content_categories  
DimensionsFlight TargetingExcluded MetrosExcluded metro id's from Targetting in ADM excluded_metro_ids  
DimensionsFlight TargetingExcluded Operating SystemsExcluded opperating systems from Targetting in ADM excluded_os_ids  
DimensionsFlight TargetingExcluded SegmentsExcluded segments from Targetting in ADM. Excluding cutom geographical segments excluded_segment_ids  
DimensionsFlight TargetingExcluded StatesExcluded states/regions from Targetting in ADM. Geo-political region as provided in ad request. In US, this is state. In CAN is province. In UK is regions.  excluded_region_ids  
DimensionsFlight TargetingExcluded Zip CodesExcluded zip/postal codes from Targetting in ADM  excluded_postal_code_ids   
DimensionsFlight TargetingExcluded AddressExcluded geo addresses from Trageting in ADM (for OTAS only) flight_excluded_address  
DimensionsFlight TargetingExcluded Address RadiusExcluded geo radius from Targeting in ADM (for OTAS only) flight_excluded_address_radius  
DimensionsFlight TargetingExcluded AudiencesExcluded audiences from Targeting in ADM (for OTAS only) flight_excluded_audience_ids  
DimensionsFlight TargetingGeo AddressFlight targeting in ADM of geographical addresses.
If it is an OTAS flight then use the address field in the adm.vervemobile.com/admin/rule_sets.json
If it is not an OTAS flight than use address field in the https://adm.vervemobile.com/admin/flights.json
 geo_address  
DimensionsFlight TargetingGeo RadiusFlight targeting in ADM of a radius amount dependent on geo address.
Keep Geo Radius field using address_radius for OTAS flights from the adm.vervemobile.com/admin/rule_sets.json
For non OTAS flights use current formula from Geofence Range which we get from the geo_range_id from the flights.json and use a reference table to desifer how many miles it is
 geo_radius  
DimensionsFlight TargetingMetroFlight's Metro Targeting (Metropolitan area associated to the Flights) metro  
DimensionsFlight TargetingOperating SystemsThe targeted Operating System Names. Software opperating system for a mobile phone os_name/os  
DimensionsFlight TargetingSegment NamesThe flight targeting segments  segment_ids  
DimensionsFlight TargetingStateFlight State Targeting in ADM. Geo-political region as provided in ad request. In US, this is state. In CAN is province. In UK is regions.  region  
DimensionsFlight TargetingZip CodesIndicates the zipcode of a user. It should be used when a user enters a zipcode as a source of location and logged with the loc event. postal_codes  
DimensionsOrderOrder Booked BudgetThe sum of child flight's booked budget order_booked_budget  
DimensionsOrderOrder Booked QuantityThe sum of child flight's booked quantity order_booked_quantity  
DimensionsOrderOrder End DateThe date and time at which the Order and its associated line items stop being served.  order_end_date  
DimensionsOrderOrder IDThe ID of the Order in ADM order_id  
DimensionsOrderOrder NameOrder name in ADM order_name  
DimensionsOrderOrder Start DateThe date and time at which the Order and its associated line items are eligible to begin serving order_start_date  
DimensionsOrder Custom FieldsOrder Custom Field 01Order Custom Field 01 in ADM that allows users to add a non-standard event to report out on for Enterprise order_customfield01  
DimensionsOrder Custom FieldsOrder Custom Field 02Order Custom Field 02 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield02  
DimensionsOrder Custom FieldsOrder Custom Field 03Order Custom Field 03 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield03  
DimensionsOrder Custom FieldsOrder Custom Field 04Order Custom Field 04 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield04  
DimensionsOrder Custom FieldsOrder Custom Field 05Order Custom Field 05 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield05  
DimensionsOrder Custom FieldsOrder Custom Field 06Order Custom Field 06 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield06  
DimensionsOrder Custom FieldsOrder Custom Field 07Order Custom Field 07 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield07  
DimensionsOrder Custom FieldsOrder Custom Field 08Order Custom Field 08 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield08  
DimensionsOrder Custom FieldsOrder Custom Field 09Order Custom Field 09 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield09  
DimensionsOrder Custom FieldsOrder Custom Field 10Order Custom Field 10 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield10  
DimensionsOrder Custom FieldsOrder Custom Field 11Order Custom Field 11 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield11  
DimensionsOrder Custom FieldsOrder Custom Field 12Order Custom Field 12 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield12  
DimensionsOrder Custom FieldsOrder Custom Field 13Order Custom Field 13 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield13  
DimensionsOrder Custom FieldsOrder Custom Field 14Order Custom Field 14 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield14  
DimensionsOrder Custom FieldsOrder Custom Field 15Order Custom Field 15 in ADM that allows users to add a non standard event to report out on for Enterprise order_customfield15  
MetricsStandardAdvertiser CostThis field is exposed to external. Re-seller will use this field to collect money from their advertiser(Billable Impressions/1000)* flight booked rateadvertiser_cost  
MetricsStandardAdvertiser eCPMAdvertiser eCPM - which uses the Advertiser cost in calculations. This field should be defaulted as hidden, and available in "show columns" if the user wants to view.advertiser_cost / impressionsadvertiser_ecpm  
MetricsStandardBillable ImpressionsIf the flight is DFP the equation is if DFP Impressions > Booked Impressions(Flight Quantity), then Booked Impressions, else DFP impressions. If the flight is OTAS then the equation is if Rendered Impressions (e = imp) > Booked Impressions (Flight Quantity) then Booked, else Rendered Imps.  billable_impressions  
MetricsStandardClicksNumber of clicks delivered. If the flight is a DFP flight: Clicks come from DFP, If the flight is an Otas flight: Clicks come from Event Clicks clicks  
MetricsStandardCTRClick through rate. (clicks/impressions)clicks/impressionsctr  
MetricsStandardImpressionsNumber of Impressions delivered. If the flight is a DFP flight: Impression is from DFP (minor caveat: these are the DFP impressions after DW validates the numbers, DW validation includes that for each campaign each impression is tied to a specific creative ID and Property ID), If the flight is an Otas flight: Impression is from event = imps (Rendered Impressions) impressions  
MetricsStandard CTACoupon DeletedA call to action when a coupon entered into ADM through the Wallet application for both IOS and Android which was deleted  e=coupon_delete 
MetricsStandard CTACoupon InstalledA call to action when a coupon entered into ADM through the Wallet application for both IOS and Android which was installed onto the device  e=coupon_install 
MetricsStandard CTACoupon RedeemedA call to action when a coupon entered into ADM through the Wallet application for both IOS and Android which was redeemed on the device  e=coupon_redeem 
MetricsStandard CTACoupon UpdatedA call to action when a coupon entered into ADM through the Wallet application for both IOS and Android which was updated on the device  e=coupon_update 
MetricsStandard CTATotal CTA RateThe total CTA rate of the event for Enterprise. [Total CTA / Clicks]
The CTA rate of the event for National. [CTA/Clicks]
(agency_cta_any / event_clicks)event_cta_rate  
MetricsStandard CTAGallery SwipesThis event indicates the interaction when a user moves through a gallery. Each "swipe" is an interaction when they view the next picture/page/image. gallery_swipese=cta_swipe 
MetricsStandard CTATap ActionsCall to action-tap. This describes a tap on a page but doesn't direct the user to an external location. The object will specify what was specifically tapped. In the example of a JCP creative, a user can tap the logo to change the brand they want to view. Each brand is a different object such as jcp, fiesta, or cosmo. tap_actionse=cta_tap 
MetricsStandard CTATap to CalendarCall to action-tap to calendar. tap_to_calendarse=cta_cal 
MetricsStandard CTATap to CallsCall to action-tap to call. tap_to_callse=cta_call 
MetricsStandard CTATap to EmailsCall to action-tap to send e-mail. This event is sent regardless of a user entering their e-mail address or sending the client directly to the e-mail client. tap_to_emailse=cta_email 
MetricsStandard CTATap to FacebookTap to Facebooks  tap_to_facebooke=cta_face 
MetricsStandard CTATap to Landing PagesCall to action-tap to landing page tap_to_landing_pagese=cta_lp 
MetricsStandard CTATap to MapsCall to action-tap to map tap_to_mapse=cta_map 
MetricsStandard CTATap to PinsTap to Pins  tap_to_pinse=cta_pin 
MetricsStandard CTATap to Refresh LocationCall to action-tap for user to update their location voluntarily. This event only fires when the user taps yes on the secondary OS prompt. For this event to fire-two taps have to occur-the tap to refresh voluntarily and the tap on the OS to use location. tap_to_refresh_locatione=cta_refresh_location 
MetricsStandard CTATap to Save CouponsCall to action-tap to save image / coupon. Optionally the object param can be used to specify what type of coupon was downloaded. tap_to_save_couponse=cta_save_coupon 
MetricsStandard CTATap to Send CouponsCall to action when users are prompted to enter contact information to receive a coupon, for example, by email or SMS. tap_to_send_couponse=cta_send_coupon 
MetricsStandard CTATap to Show the Save CouponsTap to show the save Coupons  tap_to_show_the_save_couponse=cta_click_to_save_coupon 
MetricsStandard CTATap to Show the Send CouponsTap to show the send Coupons  tap_to_show_the_send_couponse=cta_click_to_send_coupon 
MetricsStandard CTATap to TextsCall to action when users are directed to send an SMS/text message. tap_to_textse=cta_txt 
MetricsStandard CTATap to TwittersTap to Twitters tap_to_twitterse=cta_twit 
MetricsStandard CTATotal CTACall to action events for EnterpriseSUM(e_cta_cal)
     + SUM(e_cta_call)
     + SUM(e_cta_email)
     + SUM(e_cta_lp)
     + SUM(e_cta_map)
     + SUM(e_cta_save_coupon)
     + SUM(e_cta_send_coupon)
     + SUM(e_cta_twit)
     + SUM(e_cta_face)
agency_cta_any Only includes the CTA events that are applicable to our channel partners. 
MetricsStandard CTAVideo PausedThe video event was paused video_pausede=pause 
MetricsStandard CTAVideo ResumedThe video event was resumed video_resumede=resume 
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