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Taboola metrics and dimensions

  • Updated on Mar 5, 2026
  • Published on Aug 5, 2025
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Supermetrics brings all your Taboola data into Google Sheets, Looker Studio, Power BI, Excel, BigQuery, Snowflake, Redshift, Azure

35 metrics99 dimensions

ACCOUNT

advertiser_id
Field label Advertiser ID
Description The account_id of the campaign's advertiser account
Field type dimension
Data type string.text.value
content_provider
Field label Provider ID
Description Machine readable provider name
Field type dimension
Data type string.text.value
content_provider_name
Field label Provider name
Description Human readable content provider name
Field type dimension
Data type string.text.value

AD METRICS

impressions
Field label Impressions
Field type metric
Data type int.number.value
clicks
Field label Clicks
Description The number of times a user clicks on a sourced content
Field type metric
Data type int.number.value
viewable_impressions
Field label Viewable impressions
Description Total viewable impressions
Field type metric
Data type int.number.value
spent
Field label Spend
Field type metric
Data type float.currency.value
spent_eur
Field label Spend (EUR)
Description Expenditure converted to euros
Field type metric
Data type float.currency.value
Services Currency conversion
spent_gbp
Field label Spend (GBP)
Description Expenditure converted to British pounds
Field type metric
Data type float.currency.value
Services Currency conversion
spent_usd
Field label Spend (USD)
Description Expenditure converted to US dollars
Field type metric
Data type float.currency.value
Services Currency conversion
ctr
Field label CTR (%)
Description Average CTR (Click Through Rate). Calculated as Clicks/Impressions
Field type metric
Data type float.number.percentage
ctr_revenue
Field label CTR (%)
Description Average CTR (Click Through Rate). Calculated as Clicks/Page views with ads
Field type metric
Data type float.number.percentage
ctr_recirculation
Field label CTR (%)
Description Average CTR (Click Through Rate). Calculated as Clicks/Page views
Field type metric
Data type float.number.percentage
cpc
Field label CPC
Description Average CPC of total clicks. Calculated as Spend/Clicks
Field type metric
Data type float.currency.value
cpc_campaign
Field label Avg. CPC
Description Average CPC
Field type metric
Data type float.currency.value
Aggregation Non-aggregatable metric
cpm
Field label CPM
Description Average CPM (Cost Per 1000 Impressions). Calculated as Spend/Impressions
Field type metric
Data type float.currency.value
cpa_actions_num
Field label Total action
Description Total number of actions (also referred to as conversions)
Field type metric
Data type int.number.value
cpa
Field label CPA
Description Average CPA (Cost Per Action). Calculated as Spend/Actions
Field type metric
Data type float.currency.value
cpa_conversion_rate
Field label Avg conversion rate (%)
Description Average Conversion Rate. Calculated as Actions/Clicks
Field type metric
Data type float.number.percentage
campaigns_num
Field label Number of campaigns
Description Number of campaigns the specific provider has
Field type metric
Data type int.number.value
conversions_value
Field label Conversion value
Field type metric
Data type float.currency.value
impressions_pct
Field label Impression (%)
Description Audience ID Impressions percent. Calculated as Audience ID Impressions / Total Campaign Impressions. Only relevant for user segment breakdown dimension
Field type metric
Data type float.number.percentage
roas
Field label ROAS
Description Return on ad spend - the total conversion value amount divided by the total ad spend
Field type metric
Data type float.currency.value
cvr
Field label Avg conversion rate (%)
Description Average Conversion Rate. Calculated as Actions/Clicks
Field type metric
Data type float.number.percentage
page_views
Field label Page views
Description A page view is counted every time a user views a page displaying a unit. We will count one page view regardless of the number of widgets presented on the page
Field type metric
Data type int.number.value
page_views_with_ads_pct_revenue
Field label Fill rate
Description The Fill Rate is calculated by dividing the number of views with ads by the number of page views. Views with Ads / Page Views
Field type metric
Data type float.number.percentage
page_views_with_ads_pct_visits
Field label Fill rate
Description The Fill Rate is calculated by dividing the number of views with ads by the number of page views. Views with Ads / Page Views
Field type metric
Data type float.number.percentage
Aggregation Non-aggregatable metric
page_views_with_ads_revenue
Field label Page views with ads
Description The number of pages on which we display sourced content (SC). We will count one page view with SC regardless of the number of SC units on the page
Field type metric
Data type int.number.value
page_views_with_ads_visits
Field label Page views with ads
Description The number of pages on which we display sourced content (SC). We will count one page view with SC regardless of the number of SC units on the page
Field type metric
Data type float.number.value
ad_cpc
Field label CPC
Description The Cost per Click (CPC) is the average earned amount each time a user clicks on an ad. CPC is calculated by dividing the ads’ revenue by the number of clicks received. Ads Revenue / Ad Clicks (SC Clicks)
Field type metric
Data type float.currency.value
ad_rpm
Field label Page revenue (RPM)
Description Page revenue per thousand impressions (RPM) is calculated by dividing your revenue by the number of page views with SC, multiplied by 1000. Revenue Share From Taboola / Page Views With SC * 1000
Field type metric
Data type float.currency.value
Aggregation Non-aggregatable metric
ad_rpm_revenue
Field label Page revenue (RPM)
Description Page revenue per thousand impressions (RPM) is calculated by dividing your revenue by the number of page views with SC, multiplied by 1000. Revenue Share From Taboola / Page Views With SC * 1000
Field type metric
Data type float.currency.value
ad_revenue
Field label Revenue
Description The revenue generated from sponsored content on the Taboola widgets
Field type metric
Data type float.currency.value
visits
Field label Visits
Description A visit is counted every time a user starts a session, arriving to the site from the specified referral. A visit can initiate one or more page views
Field type metric
Data type int.number.value
bounce_rate
Field label Bounce rate
Description Represents the percentage of visits which resulted with the user leaving the site after viewing only one page
Field type metric
Data type float.number.percentage
Aggregation Non-aggregatable metric
views_visit
Field label Views visits
Description Represents the average number of page views initiated by each visit Page views / Visits
Field type metric
Data type int.number.value
ad_visit_rpm
Field label Page visits RPM
Description Page revenue per thousand visits (Ad RPM per Visit) is calculated by dividing the revenue by the number of visits, multiplied by 1000. Ad Revenue / Visits * 1000
Field type metric
Data type float.currency.value
average_views_after_click
Field label Avg. views after click
Description Average views after click
Field type metric
Data type float.number.value
Aggregation Non-aggregatable metric

AUDIENCE & PARTNER

partner_name
Field label Partner name
Description Human-readable data partner
Field type dimension
Data type string.text.value
audience_name
Field label Audience name
Description Human-readable audience (segment) name
Field type dimension
Data type string.text.value
data_partner_audience_id
Field label Partner audience ID
Description Machine-readable data partner audience ID
Field type dimension
Data type string.text.value
audience_segments_multi_targeting
Field label Audience segments
Description In case of EXISTS state, holds a reference to full audience segments’ targeting details
Field type dimension
Data type string.text.value
audience_segments_multi_targeting_state
Field label Audience segments state
Description The state of the full audience segments’ targeting details
Field type dimension
Data type string.text.value
audience_segments_multi_targeting_value
Field label Audience segments value
Description The value of the full audience segments’ targeting details
Field type dimension
Data type string.text.value
audience_segments_multi_targeting_href
Field label Audience segments API URL
Description The API endpoint where more details of the full audience segments’ targeting details could be fetched
Field type dimension
Data type string.text.value

CAMPAIGN

campaign
Field label Campaign ID
Description ID of the campaign in question
Field type dimension
Data type string.text.value
campaign_name
Field label Campaign name
Field type dimension
Data type string.text.value
branding_text
Field label Branding text
Description This text will appear below the title of each of your items
Field type dimension
Data type string.text.value
status
Field label Campaign status
Field type dimension
Data type string.text.value
is_active
Field label Is active
Field type dimension
Data type bool
approval_state
Field label Approve state
Description This field determines whether the campaign is approved to be served. The campaign can only be served if its approval_state is APPROVED
Field type dimension
Data type string.text.value
bid_type
Field label Bid type
Description This field defines whether the CPC bid is fixed or optimized, based on the objective
Field type dimension
Data type string.text.value
comments
Field label Campaign comments
Field type dimension
Data type string.text.value
traffic_allocation_mode
Field label Traffic allocation mode
Description OPTIMIZED - most engaging creatives will be served more than others,EVEN - The creatives of your campaign will be exposed evenly, based on the traffic
Field type dimension
Data type string.text.value
activity_schedule
Field label Schedule type
Description Object including scheduling parameters for serving only during specific days and hours
Field type dimension
Data type string.text.value
activity_schedule_mode
Field label Schedule mode
Description Scheduling parameter mode setting for serving only during specific days and hours
Field type dimension
Data type string.text.value
activity_schedule_rules
Field label Schedule rules
Description Scheduling parameter rules for serving only during specific days and hours
Field type dimension
Data type string.text.value
activity_schedule_time_zone
Field label Schedule timezone
Description Scheduling parameter time zone for serving only during specific days and hours
Field type dimension
Data type string.time.timezone
tracking_code
Field label Tracking code
Description Query-string parameter added to the URL of your items, so you can track the traffic generated from Taboola
Field type dimension
Data type string.text.value
marketing_objective
Field label Marketing objective
Description Main goal for campaign
Field type dimension
Data type string.text.value

CAMPAIGN BUDGET

daily_cap
Field label Campaign daily budget
Field type dimension
Data type string.text.value
spending_limit
Field label Campaign budget
Field type dimension
Data type string.text.value
spending_limit_model
Field label Campaign recurring type
Field type dimension
Data type string.text.value
daily_ad_delivery_model
Field label Campaign delivery type
Description Defines the way the campaign will be delivered on a daily basis
Field type dimension
Data type string.text.value

CURRENCY

currency
Field label Currency
Description The account currency
Field type dimension
Data type string.currency.code

DATASOURCE

dataSourceName
Field label Data source
Description The name of the source for this data, as listed on supermetrics.com/docs
Field type dimension
Data type string.text.value
Destinations API, Data warehouse
system_metadata.data_source_logins
Field label Data source logins
Description The data source login accounts that were used to authenticate against the data source
Field type dimension
Data type string.text.json
system_metadata.data_source_login_owners
Field label Data source login owners
Description The Supermetrics users that created the data source login connections
Field type dimension
Data type string.text.json

ITEM

item
Field label Item ID
Description Unique ID of an item
Field type dimension
Data type string.text.value
item_name
Field label Item name
Description The "display name" of an item (item.title)
Field type dimension
Data type string.text.value
thumbnail_url
Field label Thumbnail URL
Description The URL of the item's thumbnail
Field type dimension
Data type string.text.url
url
Field label Item URL
Description The URL of the item
Field type dimension
Data type string.text.url

LOCATION

country
Field label Country code
Description Machine-readable country name (2-letter code)
Field type dimension
Data type string.geo.country.twolettercode
country_name
Field label Country
Field type dimension
Data type string.geo.country
country_targeting
Field label Target countries
Description List of countries the campaign will target or exclude
Field type dimension
Data type string.geo.country.twolettercode
country_targeting_type
Field label Target countries filtering type
Description The way in which target countries are filtered
Field type dimension
Data type string.text.value
sub_country_targeting
Field label Sub countries targeting
Description List of regions or DMAs the campaign will target or exclude
Field type dimension
Data type string.geo.country.twolettercode
sub_country_targeting_type
Field label Sub countries filtering type
Description The way in which target sub countries are filtered
Field type dimension
Data type string.text.value
postal_code_targeting
Field label Postal code targeting
Description In case of a non-default value,holds a reference to full postal code targeting details
Field type dimension
Data type string.geo.zip
postal_code_targeting_type
Field label Target postal codes filtering type
Description The way in which target postal codes are filtered
Field type dimension
Data type string.text.value

PLATFORM

platform
Field label Device ID
Description Machine-readable platform name
Field type dimension
Data type string.text.value
platform_name
Field label Device name
Description Human-readable platform name
Field type dimension
Data type string.text.value
platform_targeting
Field label Device types
Description List of platform device types (desktop/tablet/smartphone) to run the campaign on. NULL means to run on all platform device types
Field type dimension
Data type string.text.value
platform_targeting_type
Field label Device filtering type
Description The way in which target devices are filtered
Field type dimension
Data type string.text.value
os_targeting
Field label Operating system
Description List of operating systems to target/exclude the campaign on
Field type dimension
Data type string.text.value
os_targeting_type
Field label Operating systems filtering type
Description The way in which target operating systems are filtered
Field type dimension
Data type string.text.value
tracking_code_source_medium
Field label Tracking code source
Description Source/Medium pairs
Field type dimension
Data type string.text.value
tracking_code_campaign
Field label Tracking code campaign
Description Tracking code campaign
Field type dimension
Data type string.text.value
tracking_code_custom
Field label Tracking code custom values
Description Custom_key: Custom_value pairs
Field type dimension
Data type string.text.value
referral_tracking_codes
Field label Referral tracking codes
Description Referral and tracking code combinations
Field type dimension
Data type string.text.value

PUBLISHER

publisher_targeting
Field label Black listed partner account ID
Description List of partner accounts account_id to blacklist from publishing this campaign.The account_id must reference an account with type=PARTNER
Field type dimension
Data type string.text.value
publisher_targeting_type
Field label Black listed partner account ID Type
Description The type of the filtering rule
Field type dimension
Data type string.text.value
publisher_targeting_value
Field label Black listed partner account ID Values
Description List of partner accounts account_id to blacklist from publishing this campaign.The account_id must reference an account with type=PARTNER
Field type dimension
Data type string.text.value
publisher_targeting_href
Field label Black listed partner account ID API URL
Description The API endpoint where more details of the filtering rule can be fetched
Field type dimension
Data type string.text.value
publisher_bid_modifier
Field label Publisher bid modifier type
Description An object representing the wanted publisher bid modifiers for this campaign
Field type dimension
Data type string.text.value

QUERY

system_metadata.query_date_range_start
Field label Start date
Description The start date of the requested query
Field type dimension
Data type string.time.date
system_metadata.query_date_range_end
Field label End date
Description The end date of the requested query
Field type dimension
Data type string.time.date
system_metadata.query_timezone
Field label Timezone
Description The timezone that is supplied to the query
Field type dimension
Data type string.time.timezone
system_metadata.query_filters
Field label Filters
Description All filters used in the query
Field type dimension
Data type string.text.json
system_metadata.query_date_start
Field label Start
Description When the query was started
Field type dimension
Data type string.time.datetime
system_metadata.query_date_end
Field label End
Description When the query completed
Field type dimension
Data type string.time.datetime
system_metadata.query_duration
Field label Duration
Description The duration in seconds of the query
Field type dimension
Data type int.duration.seconds
system_metadata.query_accounts
Field label Accounts
Description A list of accounts of which the data was pulled from
Field type dimension
Data type string.text.json
system_metadata.query_excluded_accounts
Field label Excluded invalid accounts
Description A list of unavailable accounts excluded from the query due to the "Exclude invalid accounts" setting
Field type dimension
Data type string.text.json

SITE

site
Field label Machine readable site ID
Description Machine-readable site name
Field type dimension
Data type string.text.value
site_name
Field label Site name
Field type dimension
Data type string.text.value
site_id
Field label Site ID
Description Unique ID of the site
Field type dimension
Data type string.text.value
blocking_level
Field label Blocking level
Description Indicates the level of blocking.Possible values are NONE,CAMPAIGN,ADVERTISER,AUTO,EMULATED,NETWORK,ADVERTISER_NETWORK
Field type dimension
Data type string.text.value
referral_domain
Field label Referral domain
Description Referral domain
Field type dimension
Data type string.text.value
referral_name
Field label Referral name
Description Referral name
Field type dimension
Data type string.text.value
landing_page
Field label Landing page ID
Description The landing page ID
Field type dimension
Data type string.text.value
landing_page_title
Field label Landing page title
Description The landing page's title
Field type dimension
Data type string.text.value
landing_page_url
Field label Landing page URL
Description The landing page's URL
Field type dimension
Data type string.text.url
landing_page_thumb
Field label Landing page thumbnail URL
Description The landing page's thumbnail URL
Field type dimension
Data type string.text.url
page_type
Field label Page type
Description Page type (text, video, etc.)
Field type dimension
Data type string.text.value
placement
Field label Placement
Description Placement name
Field type dimension
Data type string.text.value
publisher
Field label Publisher ID
Description Partner ID of the publisher/site in Backstage
Field type dimension
Data type string.text.value
publisher_name
Field label Publisher name
Description Display name for the publisher as displayed in Backstage
Field type dimension
Data type string.text.value

TIME

today
Field label Today
Description Today's date, e.g. 2017-01-31
Field type dimension
Data type string.time.date
Destinations API, Data warehouse
year
Field label Year
Field type dimension
Data type string.time.year
yearOfWeek
Field label Year of week
Field type dimension
Data type string.time.year
yearOfWeekIso
Field label Year of week (Mon-Sun)
Field type dimension
Data type string.time.year
yearMonth
Field label Year & month
Field type dimension
Data type string.time.yearmonth
month
Field label Month
Field type dimension
Data type string.time.month
yearWeek
Field label Year & week (Sun-Sat)
Field type dimension
Data type string.time.yearweek
yearWeekIso
Field label Year & week (Mon-Sun)
Field type dimension
Data type string.time.yearweekiso
week
Field label Week (Sun-Sat)
Field type dimension
Data type string.time.week
weekIso
Field label Week (Mon-Sun)
Field type dimension
Data type string.time.weekiso
dayOfMonth
Field label Day of month
Field type dimension
Data type string.time.dayofmonth
dayOfWeekName
Field label Day of week (Sun-Sat)
Field type dimension
Data type string.time.dayofweek
dayOfWeekNameIso
Field label Day of week (Mon-Sun)
Field type dimension
Data type string.time.dayofweekiso
date
Field label Date
Field type dimension
Data type string.time.date
date_end_period
Field label Date end period
Description End of period for week/month dimensions
Field type dimension
Data type string.time.date
query_start_date
Field label Query start date
Description Requested start date, e.g. 2017-01-31
Field type dimension
Data type string.time.date
Destinations API, Data warehouse

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