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Dimensions and metrics reference

Every dimension and metric of the report engine — key, label, formula, which data it applies to and who can see it.

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This is the complete list of what the report engine understands. The key is what the REST API (group_by, filter, metrics) and saved views use; the label is what the panel shows. Partners and advertisers only get the items marked for them.

Audience column: N = network staff, P = partner portal and partner API keys, A = advertiser portal and advertiser API keys.

How the sources combine#

A report merges up to four sources per row: clicks, impressions, conversions and report adjustments. A dimension that a source does not record reports an empty value for that source, so for example grouping by Sub 6 puts all impressions into the empty row. Conversions use the conversion time (or the click time with Conversions by → click time).

Dimensions#

Time#

All buckets are in the report's time zone.

KeyLabelNotesAudience
dateDateCalendar day.N P A
hourHourDay + hour, e.g. 2026-10-12 14:00.N P A
weekWeekWeeks start on Monday.N P A
monthMonthN P A

Network#

KeyLabelNotesAudience
offerOfferOffer name and code. 0 = "No offer" (e.g. workspace-level transparent links).N P A
affiliateAffiliateName and code; advertisers see the code only.N P A
advertiserAdvertiserN A
smart_linkSmart linkN P A
eventEventConversion event (goal). Clicks have no event and appear under "No event (clicks)".N P A
offer_urlLanding pageLanding page ID (url_id) an affiliate or smart-link click was sent to; 0 = the offer's destination URL. Clicks only.N P
referrer_offerReferred from offerOffer ID a click was forwarded or failed over from (forwarding rules, fail routes); 0 = none. Clicks only.N

Sub IDs#

KeyLabelNotesAudience
sub1 … sub5Sub 1 … Sub 5Partner sub IDs (all sources).N P A
sub6 … sub10Sub 6 … Sub 10Clicks and conversions (copied from the click when the tracking server records the conversion; manual and CSV conversions have none). Impressions fall into the empty row.N P A
source_idSource IDN P A

Traffic#

KeyLabelNotesAudience
traffic_sourceTraffic sourceThe click's ts parameter (lower-cased) when present; otherwise detected from click IDs: google (gclid, gbraid, wbraid), meta (fbclid), microsoft (msclkid), tiktok (ttclid). Empty when neither applies.N P A
domainTracking domainHostname the click arrived on.N P A
link_typeLink typetransparent (/c), affiliate (/r, /click), smartlink (/s), server (/clk), direct (click created by the landing-page SDK via /lp), coupon (synthetic click of a coupon-attributed conversion), impression (impressions).N P A
couponCoupon codeCoupon that attributed the conversion. Conversions only.N P

Fields captured from tracking-template parameters. The first five exist on clicks, impressions and conversions; the rest are recorded on clicks only.

KeyLabelSource parameter
ext_campaign_idCampaign ID{campaignid} / campaign_id / utm_campaign
ext_adgroup_idAd group ID{adgroupid} / adgroup_id / adset_id
ext_ad_idAd / creative ID{creative} / ad_id
ext_keywordKeyword{keyword} / utm_term
ext_placementPlacement{placement}
click_modeClick modeparallel (background call to google.com/asnc or gb=1) or sequential
ext_networkNetwork (Google){network}; labelled: g Google Search, s Search partners, d Display Network, ytv YouTube, vp Google video partners, gtv Google TV, x Cross-network (Performance Max), e Demand Gen
ext_matchtypeMatch type{matchtype}; e Exact, p Phrase, b Broad, a Automatic (dynamic)
ext_deviceDevice (Google){device}; m Mobile, t Tablet, c Computer
ext_locLocation (Google){loc_physical_ms}; named from Google's geo targets when that table is loaded, else the raw ID
ext_loc_interestLocation of interest{loc_interest_ms}
ext_keyword_idKeyword criterion IDkwd- part of {targetid}
ext_audience_idAudience IDaud- part of {targetid}
ext_dsa_idDynamic ad target IDdsa- part of {targetid}
ext_partition_idProduct partition IDpla- part of {targetid}
ext_feeditem_idFeed item ID{feeditemid}
ext_extension_idExtension ID{extensionid}
ext_asset_group_idAsset group ID{assetgroupid} (Performance Max)
ext_device_modelDevice model (Google){devicemodel}
ext_target_categoryPlacement category{target} (Display)
ext_product_idProduct ID{product_id} (Shopping)
ext_merchant_idMerchant Center ID{merchant_id} (Shopping)
ext_ad_typeAd type{adtype} (Shopping)

All Google Ads dimensions are available to N, P and A.

Geo and device#

KeyLabelNotes
countryCountryISO 3166-1 alpha-2, shown with its name.
regionRegion
cityCity
device_typeDevicedesktop, mobile, tablet, bot, other
osOS
browserBrowser

Available to N, P and A.

Status (filter only)#

KeyLabelValuesApplies to
click_statusClick statusredirect, fallback, blocked, errorClicks only
conversion_statusConversion statusapproved, pending, rejectedConversions only

Metrics#

KeyLabelDefinitionAudience
impressionsImpressionsImpression pixel hits.N P A
clicksClicksAll logged clicks (probes excluded).N P A
unique_clicksUnique clicksFirst click of a visitor (IP + user agent) on the offer and affiliate within 24 hours, or within the offer's own unique-click window when set.N P A
bot_clicksBot clicksClicks flagged as bots.N
ctrCTRClicks ÷ impressions.N P A
conversionsConversionsApproved conversions.N P A
pending_conversionsPendingConversions awaiting review.N P A
rejected_conversionsRejectedRejected conversions, including duplicates.N P A
cvrCVRApproved conversions ÷ unique clicks.N P A
revenueRevenue (advertisers: Cost)Approved revenue, plus unique clicks × RPC and impressions × RPM ÷ 1,000 for click/impression-priced offers.N A
payoutPayout (partners: Earnings)Approved payout, plus unique clicks × CPC and impressions × CPM ÷ 1,000.N P
profitProfitRevenue − payout.N
marginMarginProfit ÷ revenue.N
epcEPC (advertisers: Cost / click)Network and advertisers: revenue ÷ clicks. Partners: earnings ÷ clicks.N P A
rpcRPCRevenue ÷ clicks.N
cpcCPCPayout ÷ clicks.N
avg_sale_amountAvg. saleSale amount ÷ approved conversions (in the report currency).N P A
sale_amountSale amountSum of approved sale amounts.N P A
ad_costAd costImported media cost (Ad costs & ROAS), converted to the report currency at the ECB rate of the cost date. Splits only by date, hour, week, month, offer, affiliate, advertiser, traffic source, campaign ID and ad group ID; other dimensions put it on the empty row.N
roasROASRevenue ÷ ad cost, as a percentage (250 % = 2.5× return).N
net_profitNet profitRevenue − payout − ad cost.N

Rules that apply to every metric:

  • Money metrics include only amounts in the report currency; see Report builder. Ad cost is the exception: it is converted to the report currency (costs without an ECB rate are left out).
  • Ratios with a zero denominator are empty (—), never 0 or infinity.
  • Click- and impression-priced money uses the offer's current rate; offers keep no rate history.
  • Billable clicks for CPC/RPC are unique, non-bot clicks that reached the offer (status redirect with no status reason). Fallback, capped, paused and probe clicks earn nothing.
  • Partner reports never include private events.

Custom formulas built from these metrics are described in Custom metrics.

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