Google DFA Table Layout

	A	B	C	D	E
1	Field Name	Field Format	Field Values	Field Type	Field Description
2	date	date		dimension	The date when the reported events took place
3	week	date		dimension	The day of the week
4	month	date		dimension	The month of the year
5	advertiser	string		dimension	An organization that creates and distributes a commercial message. In DCM, each campaign is associated with an advertiser
6	campaign	string		dimension	The basic framework for managing your advertising in DCM. A campaign is associated with an advertiser and contains creatives, ads, and placements
7	campaign_id	integer		dimension	The ID associated with a campaign
8	campaign_start_date	date		dimension	The start date of a campaign
9	campaign_end_date	date		dimension	The end date of a campaign
10	clickthrough_url	string		dimension	The URL to which the user is sent when he or she clicks on an ad. Usually the click-through URL points to a webpage in the advertiser's website
11	creative	string		dimension	The media package that's delivered to users to convey your advertising message. Generally, each creative consists of at least one asset, such as an image file, as well as additional information, such as a name for the creative. For rich media creatives, assets can include Flash files, HTML files, and files of other types. Typically, these creatives also include a backup image file that can be delivered to browsers that can't load the rich media content
12	creative_type	string		dimension	The type of creative that was delivered, such as Image, Flash In-Page, Rich Media, and so on
13	creative_id	integer		dimension	The ID associated with a creative
14	placement	string		dimension	A complete description of an area within a website where ads will be served, including pricing information and information on the dimensions of the creative. Before ads can run, they must be assigned to placements
15	placement_id	integer		dimension	The ID associated with a placement
16	placement_cost_structure	string	CPM CPC CPA Flat Rate - Impressions Flat Rate - Clicks	dimension	The pricing model specified for a placement
17	ad_type	string		dimension	The type of ad
18	ad	string		dimension	A commercial message that's delivered to a user. In DCM, an ad generally contains one or more creatives and is where you set the run dates and targeting criteria. To run, an ad must be assigned to a placement
19	ad_id	integer		dimension	The ID associated with an ad
20	platform_type	string	desktop tablet mobile high-end: smartphone mobile mid-range: feature phone	dimension	The platform to which ads were delivered or on which a conversion took place
21	browserplatform	string		dimension	Web browsers and mobile and chat platforms to which ads were delivered
22	site_dcm	string		dimension	A representation in your DCM account of a website, part of a website, or group of websites from which an advertiser or agency has purchased ad space
23	impressions	integer		metric	The number of times that a user's browser requested and was sent an ad during the specified date range. An impression is recorded each time the ad servers receive a request, regardless of whether a creative was subsequently delivered. For example, if a user loads a webpage with DCM ad tags, then closes the browser before the creative is delivered, an impression is still recorded
24	clicks	integer		metric	The number of times that users clicked on a creative during the specified date range. A click is recorded even if the user does not actually reach the landing page. For example, if a user clicks on an ad, then closes the browser before the landing page loads, a click is still recorded
25	click_rate	decimal		metric	The percentage of impressions that result in users clicking an ad calculated as: (Clicks ÷ Impressions) × 100%
26	active_view_viewable_impressions	integer		metric	The number of impressions on the site that were viewable out of all measurable impressions. An ad is counted as viewable if at least 50% of its pixels appeared on screen for at least one second for display ads or two seconds for video ads, regardless of screen resolution
27	active_view_pct_viewable_impressions	decimal		metric	The percentage of viewable impressions out of all measurable impressions
28	video_skips	integer		metric	The number of times a user has skipped a video clip that was playing
29	video_true_views	integer		metric	The number of times a user has either watched 30 seconds of a video or watched the entire video to its completion (whichever is shorter)
30	average_time	integer		metric	The average amount of time, in seconds, of Rich Media custom timers recorded during the specified date range
31	exits	integer		metric	Rich Media custom events that take place when a user clicks on or otherwise interacts with a Rich Media creative in a way that takes the user to a new webpage
32	expansions	integer		metric	The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression
33	interaction_rate	decimal		metric	The ratio of Rich Media ad interactions to the number of times the ad was displayed. This number is reached using the following calculation: Rich Media interactive impressions ÷ Rich Media impressions
34	rich_media_click_rate	decimal		metric	The percentage of Rich Media impressions that result in users clicking an ad, calculated as: (Rich Media clicks ÷ Rich Media impressions) × 100%
35	rich_media_clicks	integer		metric	Clicks on Rich Media creatives
36	rich_media_impressions	integer		metric	Impressions of Rich Media creatives
37	total_interactions	integer		metric	The total number of custom and standard events that are triggered when a user interacts with a Rich Media ad. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, Rich Media expansions, Rich Media interactive impressions, and Rich Media closes.
38	video_average_view_time	decimal		metric	The average amount of time that a user watched an ad clip
39	video_completions	integer		metric	The number of impressions for which an ad clip played to completion. An event is logged once per view. If the user restarts the clip, it's not counted again
40	video_interaction_rate	decimal		metric	The ratio of video interactions to video plays. This number is reached using the following calculation: Video interactions ÷ Video plays
41	video_interactions	integer		metric	The number of custom and standard events that were triggered when users interacted with Rich Media creatives. This number is reached by totaling all custom counter, exit, and timer events, as well as standard events triggered upon user interaction, such as video plays, video mutes, expansions, and so on
42	video_plays	integer		metric	The number of impressions for which a video clip was played. Only one video play is counted per impression, even if the user stopped and restarted the video
43	video_views	integer		metric	The number of impressions for which a video clip was viewed. An event is logged only once per impression, even if the video is viewed multiple times. The user doesn't need to view the entire clip; if any portion is played, an event is logged
44	video_view_rate	decimal		metric	Percentage of the ad clip that a user watched. For example, if a user watches 20 seconds of a 30-second ad clip, then the video view rate is reported as 66.66%. You must enter a video length value for this metric to be calculated
45	ob_transaction_id	string		system	A system generated unique id based on the hash of all field values for each row of data
46	ob_file_name	string		system	Null
47	ob_processed_at	date		system	Null
48	ob_modified_date	date		system	A system generated field representing the timestamp that the data was loaded
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