When you connect StackAdapt, pick a report type that matches the question you want to answer, then pick a breakdown. If you are unsure, start with the Delivery report and the Creative breakdown. Report types are not interchangeable: fields and totals can differ, so compare Funnel to the matching report in StackAdapt.
Which report type should you choose?
Report type | When to use it |
Delivery | Use this for daily spend and results per creative or per campaign group. Choose the Creative or Campaign group breakdown. Start here if you are unsure. |
Insight | Use this to split campaign performance by one attribute, such as audience, device, location or B2B company attributes. Choose one breakdown per data source. |
Reach & Frequency | Use this for how many distinct people saw your ads, and how often, over a weekly, bi-weekly or monthly window. Choose the Campaign group or Campaign group → Campaign grain. These values cannot be summed across days. |
Fields in every report
Dimensions
Advertiser ID
Advertiser name
Campaign group: Also known as Insertion order or Line item.
Campaign group ID: Also known as Insertion order ID or Line item ID.
Delivery report
Dimensions
These dimensions are only available with the Creative breakdown:
Campaign
Campaign ID
Campaign type
Click URL
Creative
Creative ID
Image creative URL
Video creative thumbnail URL
Metrics
Audio completed 95%
Audio completed 95% Rate
Audio started
Click secondary conversions
Clicks
Conversion clicks
Conversion cookie
Conversion impressions
Conversion revenue
Conversions
Cost
CTR: Click-through rate.
Engagement rate
Impression secondary conversions
Impressions
Measured impressions
Page starts
Page time: Total time spent on the page.
Page time 15s: Number of times 15 seconds was spent on the page.
Profit
Revenue
Secondary conversion
Time on site
Video completed 25%
Video completed 25% Rate
Video completed 50%
Video completed 50% Rate
Video completed 75%
Video completed 75% Rate
Video completed 95%
Video completed 95% Rate
Video started
Viewed measured impressions
Creative breakdown metrics
These metrics are non-aggregatable.
Frequency (1 Day, Creative): Average number of impressions per unique user for this creative on this day (1-day window). Comparable to Frequency in the Reach & Frequency report, which supports more time windows.
Unique impressions (1 Day, Creative): Of all users who ever saw this creative, how many received their first impression on this day. This counts new viewers per day, not total distinct viewers in a window. For total distinct reach over a period, use the Reach & Frequency report.
View percent (Creative)
Campaign group breakdown metrics
These metrics are non-aggregatable.
Frequency (1 Day, Campaign group): Average number of impressions per unique user within this campaign group on this day (1-day window). Comparable to Frequency in the Reach & Frequency report, which supports more time windows.
Unique conversions
Unique impressions (1 Day, Campaign group): Of all users who ever saw this campaign group's ads, how many received their first impression on this day. This counts new viewers per day, not total distinct viewers in a window. For total distinct reach over a period, use the Reach & Frequency report.
View percent (Campaign group)
Insight report
Dimensions
These dimensions are available with every breakdown:
Campaign
Campaign ID
Each breakdown adds its own dimensions:
Breakdown | Dimensions |
Audiences | Audience |
Categories | Categories |
Conversion tracker | Conversion tracker, Conversion tracker ID, Conversion type, Count type |
Demographics | Demographics segment |
Devices | Device type |
DMA (Designated Market Area) | DMA |
Geos (Country, Region) | Country, Region |
Supply sources | Supply source |
B2B Insight Attributes | The attributes you select (see below) |
Breakdown dimension details:
Conversion type: Specifies whether the conversion is matched by an impression or a click.
Count type: Specifies whether the conversion can be counted multiple times, or only once, by the same user.
DMA: The number of the United States Designated Market Area (DMA) region. Maps to the standard Funnel DMA Region field.
B2B Insight Attributes
When you choose the B2B Insight Attributes breakdown, select at least one attribute under Select B2B insight attributes. Funnel only imports the attributes you select.
Attribute in the connection form | Dimension in Funnel |
Domain | ABM Domain |
Seniority | B2B Seniority |
Seniority Breakdown | B2B Seniority Breakdown |
Company Size | B2B Company Size |
Company Fortune | B2B Fortune Company |
Company Revenue | B2B Company Revenue |
Industry | B2B Industry |
Functional Area | B2B Functional Area |
Provider | B2B Provider |
Metrics
Audio completed 25%
Audio completed 25% Rate
Audio completed 50%
Audio completed 50% Rate
Audio completed 75%
Audio completed 75% Rate
Audio completed 95%
Audio completed 95% Rate
Audio started
Click secondary conversions
Clicks
Conversion clicks
Conversion cookie
Conversion impressions
Conversion revenue
Conversions
Cost
CTR: Click-through rate.
Engagement rate
Impression secondary conversions
Impressions
Page starts
Page time: Total time spent on the page.
Page time 15s: Number of times 15 seconds was spent on the page.
Profit
Revenue
Time on site
Video completed 25%
Video completed 25% Rate
Video completed 50%
Video completed 50% Rate
Video completed 75%
Video completed 75% Rate
Video completed 95%
Video completed 95% Rate
Video started
Views
Reach & Frequency report
Dimensions
Campaign: Only available with the Campaign group → Campaign grain.
Campaign ID: Only available with the Campaign group → Campaign grain.
Period start: The first day of the reach and frequency reporting period this row covers.
Metrics
All Reach & Frequency metrics are non-aggregatable.
Reach: How many distinct people saw the campaign's or campaign group's ads in the time window, regardless of when they first saw them. Unlike Unique impressions in the Delivery report, this is the total distinct viewers for the full period.
Frequency: Average impressions per unique user in the time window (Impressions divided by Reach).
Residential unique impressions: Unique impressions from residential (non-bot) users in the time window.
Time windows
Under Time windows, choose Weekly (7 days), Bi-Weekly (14 days), Monthly (30 days), or more than one. Funnel adds a version of each metric for every window you select:
Version | Time windows | Date in Funnel |
Complete period | Weekly, Bi-Weekly, Monthly | The last day of the period. |
In-progress period | Weekly, Bi-Weekly, Monthly | The download date. Shows the value so far in the current period. |
Current calendar period | Weekly, Monthly | The last day of the period for complete weeks or months. During the current week or month, shows the week-to-date or month-to-date value on today's date. |
API documentation
For full field definitions and updates, see the StackAdapt GraphQL API reference.
Change history
Added DMA breakdown to the Insight report
From 1 Oct, 2026, you can choose the DMA (Designated Market Area) breakdown in the Insight report. It adds the DMA dimension.
Added B2B Insight Attributes breakdown to the Insight report
From 16 Sep, 2026, you can choose the B2B Insight Attributes breakdown in the Insight report. From 18 Sep, 2026, you select which attributes to import when you connect, and you need to select at least one.