Metrics Glossary
This comprehensive glossary defines all available metrics and dimensions in the Uber Ads reporting system. Metrics and dimensions are organized by category for easier navigation.
¶ Dimensions
| Dimension | Type | Description |
|---|---|---|
day_of |
string | Date stored as text (YYYY-MM-DD HH:MM:SS) |
campaign_id |
string | Campaign identifier |
ad_group_id |
string | Ad group identifier |
currency_code |
string | Currency code (e.g., USD) |
ad_account_id |
string | Account identifier |
location_id |
string | Store/location identifier |
placement_l1 |
string | Ad placement level 1 (Browse, Search) |
placement_l2 |
string | Ad placement level 2 (Home Feed, Filtered Feed, etc.) |
audience_segment |
string | Audience segment (new, existing, lapsed) |
match_type |
string | Keyword matching type |
keyword |
string | Targeted keyword |
search_term |
string | Actual user search query |
sales_channel |
string | Distribution channel |
gtin |
string | Global Trade Item Number (up to 14 digits, stored as string to preserve leading zeros) |
product_name |
string | Product name |
brand |
string | Brand name |
product_unit |
string | Product unit measurement |
l1_category_name |
string | Category level 1 label |
l2_category_name |
string | Category level 2 label |
l3_category_name |
string | Category level 3 label |
l4_category_name |
string | Category level 4 label |
¶ Impressions & Clicks
| Metric | Type | Description |
|---|---|---|
impressions |
integer | Total number of times your ads were displayed |
clicks |
integer | Total number of clicks on your ads |
click_through_rate |
double | Percentage of impressions that resulted in clicks (clicks ÷ impressions × 100) |
¶ Spend & Cost Metrics
| Metric | Type | Description |
|---|---|---|
ad_spend |
integer | Total amount spent on advertising (in E5 format) |
cost_per_click |
double | Average cost per click (ad_spend ÷ clicks) |
cost_per_order_7d_on_click_date |
double | Average cost per order from clicks within 7 days |
cost_per_exposed_order_7d_on_impression_date |
double | Average cost per order from impressions within 7 days |
cost_per_order_7d_on_order_date |
double | Average cost per order by order date within 7 days |
cost_per_exposed_order_7d_on_order_date |
double | Average cost per exposed order by order date within 7 days |
¶ Orders (7-day Attribution)
| Metric | Type | Description |
|---|---|---|
orders_7d_on_click_date |
integer | Orders attributed to clicks within 7 days (by click date) |
orders_7d_on_order_date |
integer | Orders attributed to clicks within 7 days (by order date) |
exposed_orders_7d_on_impression_date |
integer | Orders attributed to impressions within 7 days (by impression date) |
exposed_orders_7d_on_order_date |
integer | Orders attributed to impressions within 7 days (by order date) |
¶ Sales Revenue (7-day Attribution)
| Metric | Type | Description |
|---|---|---|
sales_7d_on_click_date |
integer | Sales revenue attributed to clicks within 7 days (by click date) |
sales_7d_on_order_date |
integer | Sales revenue attributed to clicks within 7 days (by order date) |
exposed_sales_7d_on_impression_date |
integer | Sales revenue attributed to impressions within 7 days (by impression date) |
exposed_sales_7d_on_order_date |
integer | Sales revenue attributed to impressions within 7 days (by order date) |
¶ Return on Ad Spend (ROAS)
| Metric | Type | Description |
|---|---|---|
roas_7d_on_click_date |
double | Return on ad spend from clicks within 7 days (sales ÷ ad_spend) |
roas_7d_on_order_date |
double | Return on ad spend by order date within 7 days |
exposed_roas_7d_on_impression_date |
double | Return on ad spend from impressions within 7 days |
exposed_roas_7d_on_order_date |
double | Return on ad spend from exposed orders by order date |
¶ Conversion Rates
| Metric | Type | Description |
|---|---|---|
click_to_order_rate_7d_on_click_date |
double | Percentage of clicks that resulted in orders within 7 days (by click date) |
click_to_order_rate_7d_on_order_date |
double | Percentage of clicks that resulted in orders within 7 days (by order date) |
exposed_click_to_order_rate_7d_on_impression_date |
double | Percentage of impressions that resulted in orders within 7 days |
exposed_click_to_order_rate_7d_on_order_date |
double | Percentage of exposed impressions that resulted in orders within 7 days |
¶ Average Order Value
| Metric | Type | Description |
|---|---|---|
avg_order_value_7d_on_click_date |
double | Average order value from clicks within 7 days (by click date) |
avg_order_value_7d_on_order_date |
double | Average order value from clicks within 7 days (by order date) |
exposed_avg_order_value_7d_on_impression_date |
double | Average order value from impressions within 7 days |
exposed_avg_order_value_7d_on_order_date |
double | Average order value from exposed impressions within 7 days |
¶ Customer Segments
| Metric | Type | Description |
|---|---|---|
new_to_brand_customers |
integer | Number of customers making their first purchase from the brand |
42d_lapsed_to_brand_customers |
integer | Number of customers who hadn’t purchased in 42+ days but returned |
42d_existing_to_brand_customers |
integer | Number of customers who purchased within the last 42 days |
exposed_new_to_brand_customers |
integer | New-to-brand customers from impressions |
exposed_42d_lapsed_to_brand_customers |
integer | Lapsed customers from impressions |
exposed_42d_existing_to_brand_customers |
integer | Existing customers from impressions |
¶ Audience Metrics (Tenure Reports)
| Metric | Type | Description |
|---|---|---|
audience_clicked |
integer | Number of unique users who clicked on ads |
audience_exposed |
integer | Number of unique users who were exposed to ads |
customers_7d_on_click_date |
integer | Number of customers who made purchases within 7 days of clicking |
exposed_customers_7d_on_impression_date |
integer | Number of customers who made purchases within 7 days of impression |
¶ Search Insights
| Metric | Type | Description |
|---|---|---|
total_location_count |
integer | Total number of locations where the brand appears in search |
total_searches_where_brand_shows_up_rounded |
integer | Total searches where your brand appeared, rounded for privacy |
brand_appearances_in_top_2_slots_rounded |
integer | Number of times brand appeared in top 2 search positions, rounded |
brand_share_of_top_2_slots |
double | Decimal ratio of top 2 slot appearances relative to total brand appearances |
¶ Category Share Metrics
| Metric | Type | Description |
|---|---|---|
sales_category_share |
double | Brand or brand owner’s decimal ratio share of total category sales |
orders_category_share |
double | Brand or brand owner’s decimal ratio share of total category orders |
units_category_share |
double | Brand or brand owner’s decimal ratio share of total category units sold |
¶ Product Sales Metrics
| Metric | Type | Description |
|---|---|---|
units |
integer | Total number of product units sold |
total_orders |
integer | Total number of orders containing the product |
total_sales_usd |
double | Total sales revenue in USD |
total_sales_local |
double | Total sales revenue in local currency |