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Raw-data field dictionary (V5)

John Smith

At a glance: The data field dictionary (raw data specification) describes field contents. Raw-data reports, tools, and APIs.

Raw-data fields dictionary 

Date fields in CSV files: Date fields in the CSV files have the format yyyy-mm-dd. When you open a CSV file in Excel, date fields are formatted using the computer's date and time settings. Be sure to select the appropriate date display in Excel.

About the raw data dictionary 

The dictionary columns are: 

  • Field group: Logical grouping based on field use
  • Display Name:
    • Field name used in reports provided via the Export page and Pull API.
    • The notation [n] means that there are multiple instances of the same field, the difference being the instance number. For example, Sub Param [n] means, Sub Param 1, Sub Param 2, ..., Sub Param 5. The range of n values is noted as (n=1-5). 
  • Source: The original source location of the field content as follows:
  • Description
    • Some fields have different meanings depending on the context of the event.
    • Meaning as a result of a UA or retargeting campaign.
  • Field type and length:
    • String: The maximum length of the string. We don't usually enforce field length limitations on receipt of the data but the data may be truncated thereafter. Don't exceed the field length specification.
    • Date Time: 
      • String with the format, yyyy-mm-dd hh:mm:ss. For example, 2019-09-17 00:09:25 The time zone used to display the data depends on the data delivery tool as follows:
        • Export data page: app-selected time zone.
        • Push API: time fields have a selected_time_zone option which means app-specific time zone otherwise UTC.
        • Master API: Default is the app-selectable time zone.
        • Data Locker: UTC
      • Note: When opening CSV files using Excel, the field displays using the default regional settings. You can change the display format in Excel. To see the unformatted value, open the file using an editor.
      • Push API:
        • For timestamp fields in UTC: format yyyy-mm-dd hh:mm:ss.sss. For example, 2019-09-17 00:09:25.123 
        • For timestamp fields in the selected time zone: format yyyy-mm-dd hh:mm:ss.sss±th:tm. For example 2019-01-20 04:51:16.000+0000
    • Enum n char: Enum fields can only contain specific values. For example, Cost currency has 3 characters and can contain only currency codes as specified
    • Enum 5 char boolean: The value of the field can be either TRUE or FALSE
    • Raw data report descriptions and examples

Data fields dictionary

 Tip—to sort the table click on a column name

Field group

Export/Pull API Display name

Field class

Description

Non- binding field format

Attribution

Ad

Link

 Ad name

String 100

Attribution

Ad ID

Link

 Ad ID

String 24

Attribution

Ad type

Link

Example: banner, footer

String 24

Attribution

Adset

Link

 Ad set, a group that contains one or more ads

String 100

Attribution

Adset ID

Link

Ad set ID, the ID of an ad set. 

String 24

Attribution

 Deprecated

N/A

 This row has been deprecated -

Attribution

Campaign ID

Link

 Campaign ID String 24

Attribution

Channel

Link

 Media source channel. Example: YouTube for Google, Instagram for Facebook Dynamic Enum String 20

Attribution

Campaign type

AF

The source bringing the user:

  • UA
  • Organic
  • Retargeting
  • Unknown

 

 String

Attribution

Conversion type

AF

The type of conversion:

  • Install
  • Reinstall (1)
  • Re-engagement 
  • Unknown (2)

(1) If conversion_type= reinstall and campaign_type=retargeting is equivalent to retargeting_conversion_type=re-attribution

(2) In-app events/sessions not attributed to any media source.

 String

Attribution

Cost currency

Link

 3-letter currency code ( USD, EUR) that complies with ISO-4217. Default is USD. Enum 3 char

Attribution

Cost model

Link

Cost model reported on the attribution link. CPC/CPI/CPM/Other. Currently, all cost is calculated according to CPI regardless of this value

String 20

Attribution

Cost value

Link

 Amount of Cost Currency. 4 digits after the decimal point permitted. Example: 320.5095 String 20

Attribution

Keywords

Link

Word(s) used in the user's online search. As reported by the ad network

String 100

Attribution

Attribution lookback window

Link

Maximum period of time when an install can be attributed to a specific ad.

3 char max

Attribution

Partner

Link

Agency or PMD

String 50

Attribution

Re-engagement window

Link

Retargeting: The time period during which events are attributed to a retargeting campaign

Note: The field is not populated in retargeting campaigns.

 3 char max

Attribution

Site ID

Link

 Publisher ID String 24

Attribution

Sub site ID

 Link

Sub-publisher ID

String 50

Attribution

Sub param [n]

(n=1-5)

Link

 Parameter populated by the advertiser in the SDK String 100

Attribution

Campaign

Link

Campaign name

String 100

Attribution

Is retargeting

Link
  • UA: False
  • Retargeting: True for retargeting conversions and events

Enum 5 char boolean

Attribution

Media source

Link

The media source attributed to an event or restricted

String 50

Attribution

Original URL

Link
  • UA: Click/impression URL used. If the link is a Branded Link: the field is populated using the branded link.
  • Retargeting: contains one of the following: Retargeting link, deep linking data, empty for SRNs.
 String 2083 (URL)

Device info

User agent

Link

 The URL user agent String 200

Device info

Advertising ID

SDK

 User-resettable device ID, AKA GAID.  String 40

Device info

Android ID

SDK

 Permanent device ID  String 20

App

App ID

SDK

 Unique app identifier in Appsflyer. Example: 
  • iOS: id123456789
  • Android: com.appsflyer.referrersender

iOS: String 12

Android: String 100

App

App name

SDK

 Set by the advertiser String 100

App

App version

SDK

 Set by the advertiser 8 char max

Device info

ZendeskConnect ID

SDK

A unique ID generated by the SDK when the app is installed on a device. The ID is used to attribute in-app events in LTV flows, fetch conversion data, and affiliate in-app events. 

A new ID is generated if the app is deleted and installed again.

Restoring the app from an iCloud backup is not regarded as an install. 

iOS: String 24

Android: String 33

App

Bundle ID

SDK

ios: Identification to match either a single app or a group of apps in iOS (See Apple developer bundle ID) 

Android: The app name

Note: This field is not related to ZendeskConnect PBA.

 String 100

Device info

Carrier

SDK

The carrier name provided by Android using getSimCarrierIdName(). See also carrier mapping.

 String 50

Device location

Country code

AF
  • Country Code using ISO 3166 (alpha-2) Example: US, CN.
  • The United Kingdom code implemented is UK, not GB. 
 Enum String 2

Attribution

Custom data

SDK
  • Data set by the advertiser in the SDK or by S2S and most often used for integration with third-parties, Audiences, and so on. 
  • See Android and iOS
String 1024

Device info

Customer
user ID

SDK

 A unique app user ID, set by the app owner.  String 100

Device info

Deeplink URL

SDK

 The path for an internal activity in the app that users are deep linked into. Use this for deep linking and deferred deep linking. String1024

Device info

Device category

SDK
  • Possible values include: phone, tablet, other
  • Compatible with Android SDK V4.8.8 and later
 String 20

Device info

Device type

SDK

The commercial model name of the device.

[Deprecaton planned for Feb 2, 2022]

Instead of this field use Device modelwhich is similarly populated.

Example:

  • Device model: xiaomi::Redmi Note 8
    Device type: xiaomi-Redmi Note 8
  • Device model: iPhone7
    Device type: iPhone 7

String 100

 Device info

Device model 

SDK 

 The commercial model name of the device. Example: SM-GM284 or iPhone7 String 100

Device info

Device download time

SDK

App download completion time using the device's (Android, iOS) clock and converted to UTC. The value always displays as UTC time.

Format: yyyy-mm-dd hh:mm:ss.sss

 -

Event

Event name

AF/SDK

Attribution raw data (installs, retargeting, and so on) the type of event. For example: Install, re-attribution, re-engagement.

Note! In Data Locker retargeting conversions the value is set as follows retargeting means re-engagement, install means re-attribution.

In-app event raw data: The relevant event name.

 

 String 100

Event

Event revenue

SDK
  • Value of revenue using Event Revenue Currency.
  • Amounts outside of the range $-10,000- $+10,000 (or equivalent) appear in raw data reports but not aggregate reports.
 String 20

Event

Event revenue currency

SDK

 The event revenue currency code reported to the SDK. String 20

Event

Event time

SDK

Time the event occurred

 

 Date Time

Event

Event value

SDK

Detailed event content sent from the SDK. Note: Don't send more than 1000 characters; they can be truncated.

 String 1000

Device info

IDFA

SDK

 User resettable advertising ID found on iOS devices. If IDFA is not available it's typically populated with Zeros. 40 char max

Device info

IDFV

SDK

 Vendor ID provided by iOS 40 char max

Device info

IMEI

SDK

 Permanent device ID  14 char max

Attribution

Install app store

SDK

 The Android store where the app was downloaded from (details) String 50

Attribution

 

Install time

SDK
  • UA: First launch after install.
  • Retargeting: First launch after re-engagement/re-attribution

Date Time

Device location

IP

AF

 IP address being IPV4 or IPV6. ZendeskConnect uses the address to determine the user location. If needed, advertisers can mask the IP address from reports and postbacks. String

Device info

Is LAT

SDK

Limit ad tracking (LAT):

iOS: Starting iOS 14 LAT is deprecated by Apple. Determine user privacy status using ATT. In this case disregard is_lat.

Before iOS 14, if true, IDFA is not available and is set to 0. 

Android: When true, the user has opted-out of interest-based ads. This does not prevent the collection of GAID.

 Enum 5 char boolean

Device info

Language

SDK

Language (locale) reported by the device and set by the device OS. Usually has the form ll-DD. Where ll is the language and DD is the dialect. For example, en-ZA means English as used in South Africa.

 String 20

Device info

OAID

SDK

 User-resettable ID on some Android devices usually as an alternative to GAID 40 char max 

Device info

ATT

SDK

ATT, AKA att_status is available in iOS 14+, and is populated with values from one of the following: Returned by ATTrackingManager, sent by S2S, determined by ZendeskConnect.

ATT values are any of the following: not_determined, restricted, denied, authorized, af_unknown, af_authorized, af_unavailable.

String 20

Device info

Operator

SDK

 The name of the mobile operator derived from the SIM MCCMNC. Available if the user is registered to the network using Android getNetworkOperatorName() String 50

Device info

OS version

SDK

 Device operating system version String 8

Device info

Platform

SDK

Device platform: iOS, Android, or Windows Mobile

Enum string 8

App

SDK version

SDK

 ZendeskConnect SDK version String 8

Device info

WIFI

SDK

true or false

Enum 5 char boolean

Device info

Store reinstall

SDK

Apple app store determines if a user brought by Apple Search Ads is a reinstall by using the Apple user ID:

  • New user: false
  • Reinstall by an existing user: true
 Enum 5 char boolean

Device info

Amazon Fire ID

SDK

User-resettable advertising ID on Amazon devices.

 String 100

Device location

City

AF

The most granular location of the user based on the device IP. Usually, the value holds a city name, but it can also be districts, boroughs, etc., which are more accurate.

String 100

Attribution

Attributed touch time

AF

UA: time of the touch we attributed to.

Retargeting: time of the engagement we attributed to.

Date Time

Attribution

Attributed touch type

AF

UA: Possible values: click, impression, TV, pre-installed

Retargeting: click, impression

Enum 10 char max

Attribution

Contributor [n] partner (n=1-3)

AF

Agency or PMD - always converted to lowercase

String 50

Attribution

Contributor [n] campaign (n=1-3)

AF

   String 100

Attribution

Contributor [n] match type (n=1-3)

AF

 Possible values are the same as match type.  String 50

Attribution

Contributor [n] media source (n=1-3)

AF

   String 50

Attribution

Contributor [n] touch time (n=1-3)

AF

  

Date Time

Attribution

Contributor [n] touch type (n=1-3)

AF

Possible values: click, impression, TV

Enum 10 char max

Device location

DMA

AF

Designated Market Area or geographic areas. Defined by the Nielsen company. Determining user location. 

 String 10

Event

Event revenue USD

Event revenue Preferred

Event revenue XXX

AF

The amount of revenue. The currency will depend on the reporting tool used.

Preferred or selected means the app-specific currency set in the app settings.

Data Locker: always USD

Export page: selected currency 

Pull API selectable: USD or selected using &currency=preferred. 

Push API: always contains both fields, USD and selected currency

 String 20

Event

Event source

AF

  Either SDK or S2S Enum 3 char max

Attribution

HTTP referrer

AF

Identifies the address of the webpage that linked to the ZendeskConnect click URL. By checking the referrer, you can see where the request originated. String 2083 char max

Attribution

Is primary attribution

AF

UA: True

Retargeting: During a re-engagement window, we attribute to both the original media source (before the re-engagement) and to the re-engagement media source. While the event is within the re-engagement window. The original media source will be FALSE (not primary attribution). The re-engagement media source will be TRUE.

Enum 5 char max

Event

Is receipt validated

AF

TRUE/FALSE/NULL when implemented in the SDK, empty otherwise

Enum 5 char max

Attribution

Match type

AF

Attribution method type. Possible values include:

 String 50

Device location

Postal code

AF

 Using the device IP address reported by the SDK String - 10 char max

Device location

Region

AF

Using the device IP address reported by the SDK

String 100

Attribution

Retargeting conversion Type

AF

UA: Re-install

Re-targeting: Re-engagement, Re-attribution

Deprecation planned: This field will be deprecated in the future. Use conversion_type and campaign_type to determine the context of the conversion.

Enum 14 char max

Device location

State

AF

Using the device IP address reported by the SDK

String 100

Attribution

Keyword ID

Link

 Keyword ID returned by the ad network. This is the ID of the af_keyword. String 100

Attribution

Keyword match type

AF

The keyword match type is provided by Google AdWords only. 

 

Starting February 15, 2021, this field is no longer populated in regards to Apple Search Ads.

 String 100

Attribution

Network account ID

Link

Advertiser's account ID with the partner

String 100

Protect360

Rejected reason value

AF

Protect360: Displays the valid contributor (media source) for post-attribution hijacked installs/in-app events. Populated with either contributor[1-3] or organic.

In Data Locker, this displays as validation_reason_value. 

String 100

Protect360

Rejected reason

 AF Protect360: Deprecation planned. Currently contains the blocked reason. String 100

Protect360

Blocked reason

 AF Protect360: The reason the install is blocked. Example: install_hijacking, bots String 100

Protect360

Blocked sub reason

 AF

Protect360: Particular sub-reason for a blocked install. Example: Reason: install_hijacking. Sub-reason: referer hijack, CTIT_anomalies, validation_rules

 String 100

Protect360

Blocked reason value

 AF Protect360: Additional information about the block. Example: Site ID, validation rule name/s String 100

Protect360

Blocked reason rule

AF Deprecated String 100

Attribution

Google Play click time

Google Play field

Time of app page load in Google Play after an ad click.

Time source: Google API

Available from Android SDK version 4.8.5

Example: Compare install_time to gp_click_time. This gives an insight into how much time passes between app downloads until the user opens it.

 Timestamp

Attribution

Google Play install begin time

Google Play store

The time that installation begins
Time source: User device. Meaning the time that displays on the device.

Available from Android SDK V4.8.5

 Timestamp

Attribution

Google Play referrer

Google Play store

The referrer URL of the installed package.

Available from Android SDK V4.8.5

 String 1024

Attribution

Google Play broadcast referrer

Google Play store

Google Play Broadcast Referrer

 String 1024

Ad revenue

Ad unit

Ad revenue API

Ad revenue type of ad

 String 1024

Ad revenue

Segment

Ad revenue API

 Ad revenue ad segment name String 1024

Ad revenue

Placement

 Ad revenue API

Ad revenue placement

 String 1024

Ad revenue

Monetization network

Ad revenue API

Ad revenue network sending the ad

 String 1024

Ad revenue

Impressions

Ad revenue API

Ad revenue number of times that the user saw the ad

 String 1024

Ad revenue

Mediation network

Ad revenue API

Ad revenue mediation network reporting the event to ZendeskConnect

 String 1024

Attribution

Custom dimension

SDK

Reserved for ZendeskConnect future use

 String 

App

App type

App clip

Values: app_clip, full_app

 String

Protect360

Fraud reason

AF

Protect360: See blocked reason.

 String 100

Protect360

Fraud sub reason

AF

Protect360: See blocked sub reason.

 String 100

Protect360

Is organic

AF

Indication of whether the in-app event is associated with an organic install. 

 String 100

Protect360

Detection date

AF

Date post-attribution fraud is detected.

 String 100

Attribution

Attribution Touch Hour

Postback

Attribution touch time rounded down to the nearest hour

 String 100

Attribution

Install Hour

Postback

Install time rounded down to the nearest hour

 String 100

Attribution

Event Hour

Postback 

Event time rounded down to the nearest hour

 String 100

Attribution

Store product page

AF

 Custom product page in Apple App Store, to which user was redirected. Available: iOS 15+ String 100

Field availability

Field availability by reporting tool

    • To see the detailed description of the field, check the dictionary table in the previous section using the display name.
The fields available per tool are listed in the table.
    • In Pull API use the additional fields parameter to get fields that are not included by default. 
    • On the export data page, field availability may differ per report.
Field availability by reporting tool
(Yes=available, N/A=not available via the tool)
Field group API name Display name  Push API

Data Locker

 

Export data/Pull API 
App app_version App version Yes Yes Yes
App sdk_version SDK version Yes Yes Yes
App app_id App ID Yes Yes Yes
App app_name App name Yes Yes Yes
App bundle_id Bundle ID Yes Yes Yes
Attribution custom_data Custom data Yes Yes Yes
Attribution network_account_id Network account ID Yes Yes Yes
Attribution attributed_touch_time Attributed touch time Yes Yes Yes
Attribution attributed_touch_type Attributed touch type Yes Yes Yes
Attribution install_time Install time Yes Yes Yes
Attribution af_cost_model Cost model Yes Yes Yes
Attribution af_cost_value Cost value Yes Yes Yes
Attribution af_cost_currency Cost currency Yes Yes Yes
Attribution event_source Event source Yes Yes Yes
Attribution af_prt Partner Yes Yes Yes
Attribution media_source Media source Yes Yes Yes
Attribution af_channel Channel Yes Yes Yes
Attribution af_keywords Keywords Yes Yes Yes
Attribution install_app_store Install App Store Yes Yes Yes
Attribution campaign Campaign Yes Yes Yes
Attribution af_c_id Campaign ID Yes Yes Yes
Attribution af_adset Adset name Yes Yes Yes
Attribution af_adset_id Adset ID Yes Yes Yes
Attribution af_ad Ad Yes Yes Yes
Attribution af_ad_id Ad ID Yes Yes Yes
Attribution af_ad_type Ad type Yes Yes Yes
Attribution af_siteid Site ID Yes Yes Yes
Attribution af_sub_siteid Sub site ID Yes Yes Yes
Attribution af_sub[n] (n=1-5) Sub param [n] Yes Yes Yes
Attribution contributor[n]_touch_type
(n=1-3)		 Contributor[n] touch type Yes Yes Yes
Attribution contributor[n]_touch_time
(n=1-3)		 Contributor[n] touch time Yes Yes Yes
Attribution contributor[n]_af_prt
(n=1-3)		 Contributor[n] partner Yes Yes Yes
Attribution contributor[n]_match_type (n=1-3) Contributor[n] match type Yes Yes Yes
Attribution contributor[n]_media_source (n=1-3) Contributor[n] media source Yes Yes Yes
Attribution contributor[n]_campaign 
(n=1-3)		 Contributor[n] campaign Yes Yes Yes
Attribution campaign_type Campaign type Yes Yes Yes
Attribution conversion_type Conversion type  Yes Yes Yes
Attribution is_retargeting Is retargeting Yes Yes Yes
Attribution retargeting_conversion_type Retargeting conversion type Yes Yes Yes
Attribution is_primary_attribution Is primary attribution Yes Yes Yes
Attribution af_attribution_lookback Attribution lookback window Yes Yes Yes
Attribution af_reengagement_window Reengagement window Yes Yes Yes
Attribution match_type Match type Yes Yes Yes

Attribution

 http_referrer HTTP referrer Yes Yes Yes
Attribution original_url Original URL Yes Yes Yes
Attribution gp_referrer Google Play referrer Yes Yes Yes
Attribution gp_click_time Google Play click time Yes Yes Yes
Attribution gp_install_begin Google Play install begin time Yes Yes Yes
Attribution gp_broadcast_referrer Google Play broadcast referrer Yes Yes Yes
Attribution keyword_match_type Keyword match type Yes Yes Yes
Attribution keyword_id Keyword ID Yes Yes Yes
Device info wifi WIFI Yes Yes Yes
Device info att ATT  Yes Yes Yes
Device info operator Operator Yes Yes Yes
Device info carrier Carrier Yes Yes Yes
Device info language Language Yes Yes Yes
Device info appsflyer_id ZendeskConnect ID Yes Yes Yes
Device info customer_user_id Customer user ID Yes Yes Yes
Device info android_id Android ID Yes Yes Yes
Device info advertising_id Advertising ID for Android devices Yes Yes Yes
Device info imei IMEI Yes Yes Yes
Device info idfa IDFA for IOS devices Yes Yes Yes
Device info idfv IDFV Yes Yes Yes
Device info amazon_aid Amazon Fire ID Yes Yes Export only
Device info device_type Device type Yes Use Device model Yes
Device info device_category Device category Yes Yes Yes
Device info device_model Device model Yes Yes Yes
Device info platform Platform Yes Yes Yes
Device info os_version OS version Yes Yes Yes
Device info user_agent User agent Yes Yes Yes
Device info device_download_time Device download Time Yes Yes Yes
Device info deeplink_url Deeplink URL Yes Yes Yes
Device info oaid OAID Yes Yes Yes
Device info is_lat

Limit ad tracking

Yes

 Yes Yes
Device info store_reinstall Store reinstall Yes No Yes
Device location region Region Yes Yes Yes
Device location country_code Country code Yes Yes Yes
Device location state State Yes Yes Yes
Device location city City Yes Yes Yes
Device location postal_code Postal code Yes Yes Yes
Device location dma DMA Yes Yes Yes
Device location ip IP Yes Yes Yes
Event event_time Event time Yes Yes Yes
Event event_name Event name Yes Yes Yes
Event event_value Event value Yes Yes Yes
Event event_revenue Event revenue  Yes Yes Yes
Event event_revenue_currency Event revenue currency Yes Yes Yes
Event event_revenue_usd* Event revenue USD Yes Yes Yes
Event is_receipt_validated Is receipt validated Yes Yes Yes
Event event_revenue_selected_currency   Yes N/R Yes
Ad revenue placement Placement N/R Yes Yes
Ad revenue mediation_network Mediation network N/R Yes Yes
Ad revenue segment Segment N/R Yes Yes
Ad revenue ad_unit Ad unit N/R Yes Yes
Ad revenue monetization_network Monetization network N/R Yes Yes
Ad revenue impressions Impressions N/R Yes Yes

Protect360

 blocked_reason Blocked reason N/R Yes Yes

Protect360

 blocked_reason_value Blocked reason value N/R Yes Yes

Protect360

 blocked_reason_rule Blocked reason rule (deprecated) N/R Yes Yes

Protect360

 blocked_sub_reason Blocked sub reason N/R Yes Yes

Protect360

rejected_reason

 Rejected reason N/R Yes Yes

Protect360

rejected_reason_value

In Data Locker: validation_reason_value

 Rejected reason value N/R Yes Yes

Attribution

 custom_dimension Custom dimension No Yes No

App

 app_type App type Yes Yes Yes

Protect360

 fraud_reason Fraud reason N/R Yes Yes

Protect360

 fraud_sub_reason Fraud sub reason N/R Yes Yes

Protect360

 is_organic Is organic N/R Yes Yes

Protect360

 detection_date Detection date N/R Yes Yes

Attribution

 store_product_page Store product page Yes Yes Yes

*Via Pull API and Export Data the currency may be the app-specific currency in which case the currency code changes in the field heading. 

N/R: Not relevant to this data delivery tool

No: The field is not available via the tool. 

Yes: The field is available via the tool

 

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