Metrics and Dimensions (DSP) - Criteo Docs

Report Metrics

Most metrics are available for every report types with the exception of certain metrics that are only available at one report level or for certain report types. The table below breaks the the report level and report types where each metrics is found.

About Report Types Some metrics and dimensions are available only through flexible reporting. To generate a customized flexible report, explicitly specify all desired dimensions and metrics in the request. For requests that include both a report type and custom metrics/dimensions, the reportType will be ignored except for attributedTransactions and capout report types, which can’t be customized. For attributedTransactions and capout reports, metrics and dimensions cannot be modified. Requests with attributes exclusive to these reports return an error; requests with attributes shared across other reports return a warning.

Metric Report Level Report Types Description
assistedSales Campaigns Line-item summary, pageType, keyword, product category, product, served category, environment, Flexible reporting Sales revenue attributed to a click or impression of all the ads that appeared on a page within the chosen attribution window (specified at the campaign level) but were not determined to be the attributedSales (the last ad before the customer purchased).
💡 More Info: Demand Side Metrics Help Center article
assistedUnits Campaign Line-item summary, pageType, keyword, product category, product, served category, environment, Flexible reporting The number of events that occurred that helped generated a sale. Assisted units are excluded from attributedUnits. This means its not counted in the attributed units calculation.
attributedSales Campaign, Line-item summary, pageType, keyword, product-category, product, attributedTransactions, served category, environment, capout, Flexible reporting A sale that was a direct result of your marketing campaign (in accordance with your attribution rules). Also, a measure of the conversions of your campaign.
- Formula: Sum of all Sales
- Important: Sales are deduplicated between off-site and on-site, however the Criteo API will report on on-site campaigns only. A sale can only be attributed to one line item across all campaigns.
Also available for offsite
attributedOrders Campaign, Line-item summary, pageType, keyword, product category, product, environment, Flexible reporting Orders or buy transactions attributed to a click or an impression (can vary based on your attribution settings)
- Example: If a shopper purchases one order of two products, the number of Attributed Orders is one.
attributedUnits Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting Units sold attributed to a click or impression. Attributed units are exclusive of. assistedUnits meaning assisted units are not counted in the attribution.
- Example: If a shopper purchases one order of two products, the number of Attributed Units is two.
Also available for offsite
capoutHour Campaign, Line-item capout The average hour of the day where line item(s) capped out. The hour is based on the timezone of the account. If an account setting is set to USA Eastern Time, then a 6:00 pm means the line item caps out at 6:00pm EST.
If there was no capout on that day, the report will report “No cap-out”.
If line item was not in flight, and no data is present then report will present a dash ”-”
capoutMissedClicks Campaign, Line-item capout The estimated number of clicks the advertiser could have received if they had not cap out early.
- Formula: Total Numb of Clicks at the time of capout x (Missed Traffic)/ (1 - Missed Traffic)
capoutMissedImpressions Campaign, Line-item capout The estimated number of impressions the advertiser could have received if they had not cap out early.
- Formula: Total Numb. of Impressions at the time of capout x (Missed Traffic)/ (1 - Missed Traffic)
capoutMissedSales Campaign, Line-item capout The estimated missed revenue the advertiser could have received if they had not cap out early.
- Formula: Total Revenue x (Missed Traffic)/ (1 - Missed Traffic)
capoutMissedSpend Campaign, Line-item capout The estimated missed spend that advertiser would have received if they didn’t cap-out early. If the campaign is Sponsored Product or Onsite Display then
- Formula: (Missed traffic) / (1- Missed traffic) x Spend
capoutMissedTraffic Campaign, Line-item capout The percent of traffic events that the advertiser did not participate in throughout the day, weighted based on number of traffic events throughout the day.
clicks Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting Measured when an ad creative is clicked on, which incurs a cost to the advertiser for open auction campaigns.
Also available for offsite
cpc Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting The average cost you are paying per click. Available for On-site Sponsored Products campaigns only. Value is inclusive of platform fees.
- Formula: spend/clicks
Also available for offsite
cpm Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, Flexible reporting Calculated as the total cost of impressions served divided by the total number of impressions.
Onsite display campaigns only. Also available for offsite
cpo Campaign, Line-item summary, pageType, keyword, product category, product, Flexible reporting The amount spent on advertising that resulted in a purchase order from a shopper.
- Formula: spend/attributedOrders
- Example: If you spend $100 on advertising and you have 5 orders placed, the CPO would be $20 ($100/5).
ctr Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting The percentage of shoppers who clicked an ad rendered on a page.
Product and Product Category Report Types Formula: clicks/productImpressions
All other report types Formula: clicks/placementImpressions
💡 Note: there are two types of impressions that can be measured to know the success of your ads: placementImpressions and productImpressions. Preferred deals have placement impressions, while open auction uses product impressions.
- More info: Product & Placement Impression Help Center article
Also available for offsite
frequency Campaign, Line-item summary, environment, Flexible reporting An average representing how often an impression has been shown to the same user.
Also available for offsite
impressions Campaign, Line-item summary, pageType keyword, product category, product, served category, environment, capout, Flexible reporting Campaign Report Types Measured when an ad creative renders on a page; an ad creative may display products from one or more campaigns; each unique campaign is counted once; used in all report types except for Product and Product Category reports.
Line-Item Report Types Measured when an ad creative renders on a page; an ad creative may display products from one or more line items; each unique line item is counted once; used in all report types except for Product and Product Category reports.
Product, Product Category and Served Category Report Types Measured when a promoted product is rendered on the page, whether as a single ad creative or as one of many products in an ad creative; each product is counted once separately.
💡 More Info: Product & Placement Impression Help Center article
Also available for offsite
newToBrandAttributedSales Campaign, Line-item Flexible reporting only The total number of attributed sales that were new to brand
newToBrandAttributedSalesRate Campaign, Line-item Flexible reporting only The percentage of attributed that were new to brand
newToBrandAttributedUnits Campaign, Line-item Flexible reporting only The number of attributed units that were considered new to brand
newToBrandAttributedUnitsRate Campaign, Line-item Flexible reporting only The percentage of attributed units that were considered new to a brand
roas Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting A measurement of the revenue you will receive for every unit of currency you spend on ads. ROAS can vary based on your attribution settings. This metric is inclusive of platform fees.
- Formula: attributedSales/spend
Also available for offsite
spend Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting Total media spend.
For Criteo-billed campaigns, this includes platform fees. For retailer-billed campaigns, spend reflects media only.
Also available for offsite
uniqueVisitors Campaign, Line-item summary, environment, Flexible reporting The number of distinct shoppers exposed to an ad within the reporting period. Each shopper is counted once using the retailer cookie ID.
Criteo uses retailer cookie IDs to identify users across sessions on the same device. Each ID can last up to a year, provided the user does not clear their cookies.
💡 More Info: Demand Side Metrics Help Center article
Also available for offsite
videoCompletionRate Line-item Flexible reporting only The percentage of started videos that played for their entire duration.
- Formula: Number of videos that played to completion / Total number of videos started * 100
Also available for offsite
videosPlayedTo25 Line-item Flexible reporting only The number of times one of your videos played to at least 25% of its duration.
Also available for offsite
videosPlayedTo50 Line-item Flexible reporting only The number of times one of your videos played to at least 50% of its duration.
Also available for offsite
videosPlayedTo75 Line-item Flexible reporting only The number of times one of your videos played to at least 75% of its duration.
Also available for offsite
videosPlayedTo100 Line-item Flexible reporting only The number of times one of your videos played to 100% of its duration.
Also available for offsite
videoPlayingRate Line-item Flexible reporting only The average played percentage of a started video.
- Formula: Sum of Quartiles x 0.25 / (4 x Video starts)
videosStarted Line-item Flexible reporting only The percentage of videos printed that started playing.
- Formula: Video Starts / Placement Impressions
Also available for offsite
videoStartingRate Line-item Flexible reporting only The percentage of videos printed that started playing.
- Formula: Video Starts / Placement Impressions
Also available for offsite
videoViews Line-item Flexible reporting only The number of times at least 50% of the video ad appeared for at least 2 seconds (MRC standard).
videoMuted Line-item Flexible reporting only The number of times users clicked the “mute” button on your video.
videoUnmuted Line-item Flexible reporting only The number of times users clicked the “unmute” button on your video.
videoPaused Line-item Flexible reporting only The number of times users activated the pause control on the video.
videoResumed Line-item Flexible reporting only The number of times users activated the resume control after the creative had been stopped and paused.
videoViewability Line-item Flexible reporting only The percentage of video ads that were considered viewable. At least 50% of the ad’s pixels must be visible on the screen for at least two continuous seconds (MRC standard). Requires OMID support.
- Formula: Viewable Impressions / Placement Impressions
winRate Campaign, Line-item Flexible reporting only The number of sampledBidsWon at the auction divided by the number of sampledBidsParticipated in the auction.
Win rate is measured on a random sample of 25% of auction data.
⚠️ Important: Win rate will be available for sponsored products campaigns only.
When specifying winRate in the API call, the call will also require campaignTypeName to be specified in the list of dimensions or use “campaignType”: “sponsoredProducts” filter.
Also available for offsite
sampledBidsWon Campaign, Line-item Flexible reporting only The sum of bids won across all auctions. Bids are inclusive of a random sample of 25% of auction data.
sampledBidsParticipated Campaign, Line-item Flexible reporting only The sum of bids participated across all auctions. Bids are inclusive of a random sample of 25% of auction data.

Report Dimensions

Dimension Report Level Report Types Description
accountId Campaign, Line-item Flexible reporting only Account ID of the requested report
accountName Campaign, Line-item The supply or demand account name
activitySellerId Campaign, Line-item attributedTransactions ID of the seller responsible for the advertising event.
activitySellerName Campaign, Line Item attributedTransactions The name of the seller responsible for the advertising event.
saleSellerId Campaign, Line Item attributedTransactions ID of the seller responsible for the sale.
saleSellerName Campaign, Line Item attributedTransactions The name of the seller responsible for the sale
advDate The date the ad was delivered.
Available for onsite and offsite
advHour The hour the ad was delivered.
Available for onsite and offsite
advProductCategory Campaign, Line-item product category, product, attributedTransactions, Flexible reporting Category of the product advertised.
advProductId Campaign, Line-item product, attributedTransactions, Flexible reporting Advertised product ID; this references the same ID used in Catalogs
advProductName Campaign, Line-item product, attributedTransactions, Flexible reporting Advertised product name
brandId Campaign, Line-item product Advertised product brand ID
brandName Campaign, Line-item product Advertised product brand name; names are standardized across retailers
campaignId Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, capout, Flexible reporting Campaign ID of the requested report.
Available for onsite and offsite
campaignName Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, capout, Flexible reporting Campaign name of the requested report.
Available for onsite and offsite
campaignTypeName Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, capout, Flexible reporting The type of campaign. Available options are Open Auction or Preferred Deals
- Note: Offsite is not yet available through the API
creativeId Campaign, Line-item Flexible reporting only Creative ID
🚧 For Onsite Display Campaigns only
creativeName Campaign, Line-item Flexible reporting only Creative name
🚧 For Onsite Display Campaigns only
creativeTemplateId Campaign, Line-item Flexible reporting only Creative template ID
🚧 For Onsite Display Campaigns only
creativeTemplateName Campaign, Line-item Flexible reporting only Creative template name, (also referred as Ad Format). Available options will include:
- FlagShip
- Showcase
- SponsoredProducts
- Butterfly
- BundleBoost
- IAB
- DisplayPanel
- DigitalShelfTalker
- Custom
- Note *: For custom formats, we will provide the exact name given to that ad format. Names can vary depending on the number of custom formats used by the retailer.
🚧 For Onsite Display Campaigns only
creativeTypeId Campaign, Line-item Flexible reporting only Creative type ID
🚧 For Onsite Display Campaigns only
creativeTypeName Campaign, Line-item Flexible reporting only The creative type used with the display product offering. Options include:
- Commerce Display
- Commerce Video
- Standard Display
- Standard Video
🚧 For Onsite Display Campaigns only
date Campaign, Line-item summary, pageType, keyword, product category, product, served category, environment, capout, Flexible reporting The date of when events occurred for the requested line-item or campaign report. If there are no results to show for the requested dates, the API will return no results.
- Note: Dates are reflected based on the API call requested time zone. Dates are also reported at either the campaign level or line-item level.
Available for onsite and offsite
daypartingScheduled capout Flexible reporting only A binary indicator informs the user whether the ad event had dayparting enabled or disabled at the time of the recorded event.
On: dayparting was active during the capout period
Off: dayparting was inactive during the capout period
daysDifference The difference in hours divided by 24. The metric will display the number of days between when the ad was served and the attributed purchase occurred.
- Example: an 11pm ad leading to a 1 am sale the next day would have a 0 day difference
Available for onsite and offsite
environment Campaign, Line-item environment, Flexible reporting Type of environment an ad creative rendered on, such as web, mobile and app
Available for onsite and offsite
hour Campaign, Line-item Flexible reporting only The hour of when events occurred for the requested line-item or campaign report. If there are no results to show for the requested dates, the API will return no results.
Available for onsite and offsite
keyword Campaign, Line-item keyword, Flexible reporting Keyword or phrase used to land on the search page where an ad creative rendered. This is the normalized keyword submitted by the advertisers. Criteo also refers this as the “ stemmed search term”.
- Note: this dimension will only be populated when pageTypeName equals search, so it’s expected to have metrics reported to empty keywords
lineItemId Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting Line item ID of the requested report.
Available for onsite and offsite
lineItemName Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, environment, Flexible reporting Line item name of the requested report.
Available for onsite and offsite
pageTypeName Campaign, Line-item pageType, attributedTransactions, Flexible reporting Type of retailer web page an ad creative rendered on. Current page types include:
- home
- search
- category
- productDetail
- merchandising
- deals
- checkout
- confirmation
pageCategory Campaign, Line-item The retailer defined category of the page where ads are rendered.
retailerId Campaign, Line-item summary, pageType, keyword, product category, product, served category, capout, Flexible reporting Retailer ID of the retailer of the line item served on
retailerName Campaign, Line-item summary, pageType, keyword, product category, product, attributedTransactions, served category, capout, Flexible reporting Retailer name of the retailer the line item served on
salesChannel Campaign, Line-item Flexible reporting only Sales channel the attributed purchase was made through.
Available options are:
- online for sales attributed to an ad that was served and purchased online or in-app
- offline for sales to an ad that was served online but purchase in store.
Available for onsite and offsite
searchTerm Campaign, Line-item Flexible reporting only Searched keyword or phrase used by the shopper on a retailer’s website.
searchTermTargeting Campaign, Line-item Flexible reporting only Manual targeting happens when you add keywords to your campaign. Automatic targeting happens when the AI engine associates a keyword to your campaign.
- Manual targeting: If the search term matches either a keyword entered on CMax or one of the variations created from stemming a raw CMax keyword
- Automatic targeting: All other search terms added via the automated keyword tool
searchTermType Campaign, Line-item Flexible reporting only The match type used to associate a search term and keywords entered for the campaign.
- Entered: If the search term matches exactly what has been entered manually by the Commerce Max user
- Searched: If the search term broadly matches what has been entered manually by the Commerce Max user
- Null: For all other use cases corresponding to automatic keywords
targetedKeywordType Campaign, Line-item Flexible reporting only The conquesting ad strategy used with the keywords. Output values of this dimension includes:
Conquesting– Search terms the line item uses to target competitors’ branded keywords.
Branded– Search terms the line item uses to target its own branded keywords.
Generic– Search terms that are neutral or non-branded, targeted by the line item.
Unknown– Search term and SKU pairs that don’t have a defined conquesting type. These are typically keywords used before a conquesting strategy was implemented.
servedCategory Campaign, Line-item served category, Flexible reporting Category of the browser page the were ads served on.
- Note: Served category reports will be specific to the retailer while all other category report types will have standardized categories across brands and retailers.
taxonomyBreadcrumb Campaign, Line-item Flexible reporting only The category breadcrumb of the product using retailer product taxonomies (L1, L2, L3 etc.)

Offsite Dimensions

Those dimensions are specific to offsite reports.

Report level and report types are not applicable for offsite reporting.

Dimension Name Dimension Type Description Example
adFormatSize Dimension The format size of the placement ad, usually defined in width × height pixels. 300x250
billingType Dimension The ad strategy billing type. Typically Cost Per Click (CPC) or Cost Per Mille (CPM). CPC
inventoryType Dimension Category of video ads not tied to video content. Seen in native feeds, slideshows, etc. In-content
mediaType Dimension The type of creative asset used in the ad, such as Display or Video. Video
publisher Dimension The domain of the publisher where the ad was rendered. example.com
ssp Dimension The Supply-Side Platform (SSP) responsible for the ad event. Google Ad Manager

Attributed Transactions Report Dimensions & Metrics

Help Center For more details on attribution check out our Help Center articles

  1. Attribution 101
  2. Campaign Attribution Settings
Dimension Name Dimension Type Description Example
activitySellerId Dimension ID of the seller responsible for the advertising event
activitySellerName Dimension The name of the seller responsible for the advertising event
advDate Dimension The date the ad was delivered 10/21/2022
advEngagement Dimension Type of ad engagement the purchase was attributed to. Available options are: imp for impression or click for clicks click
advHour Dimension The hour the ad was delivered 16
advProductCategory Dimension Category of product advertised; categories are standardized across brands and retailers, which may differ from retailer-specific categories camping > clothing > women
advProductGtin Dimension Advertised product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
advProductId Dimension Advertised product ID; this references the same ID used in Catalogs 426456
advProductMpn Dimension Advertised product Manufacturer Part Number (MPN), if available
advProductName Dimension Advertised product name Camping Jacket, W small
advToPurchasedProductRelationship Dimension Attribution rule used to match the impression or click to a sale. Available options: same sku, same parent sku, same taxonomy, same brand, same seller same sku
attributedSales Metric Sales revenue attributed to a click or impression 8.68
attributedUnits Metric Units sold attributed to a click or impression 1
attributionWindow Dimension Lookback click and view attribution window of the requested report. Example: C14V07 means 14-day click, 7-day view window C07V07
campaignId Dimension Campaign ID of the requested report 1234567890
campaignName Dimension Campaign name of the request report Fall Promotional Sale
daysDifference Dimension The difference in hours divided by 24 between when the ad was served and the attributed purchase occurred. 2
keyword Dimension Keyword or phrase used to land on the search page where an ad creative was rendered
lineItemId Dimension Line item ID of the requested report 10987654321
lineItemName Dimension Line item name of the requested report Fall Sale - Camping Gear
pageTypeName Dimension Retailer page type where the ad was served. Page types include: home, search, productDetail, category, confirmation, checkout, merchandising, deals category
purchasedDate Dimension The date the attributed product was purchased 2022
purchasedHour Dimension The hour the attributed product was purchased 10/21/2022
purchasedProductCategory Dimension Category of product purchased; categories are standardized across brands and retailers, which may differ from retailer-specific categories Camping Jacket, W small
purchasedProductGtin Dimension Purchased product Global Trade Item Number (GTIN), if available; also known as European Article Number (EAN) or Universal Product Code (UPC)
purchasedProductId Dimension Purchased product ID; this references the same ID used in Catalogs 426456
purchasedProductMpn Dimension Purchased product Manufacturer Part Number (MPN), if available
purchasedProductName Dimension Purchased product name
retailerName Dimension Retailer name of the retailer the line item served on Camping Shop
saleSellerId Dimension ID of the seller responsible for the sale
saleSellerName Dimension The name of the seller responsible for the sale
salesChannel Dimension Sales channel the attributed purchase was made through. online for online/in-app purchases, offline for in-store purchases online