When you connect Yahoo Ad Tech (Yahoo DSP), pick a report type that matches the question you want to answer. If you are unsure, start with Standard metrics. To get data from Yahoo Native, connect a data source with the Taboola connector instead.
Which report type should you choose?
Report type | When to use it |
Standard metrics | Use this for spend, impressions, clicks, conversions and video metrics. You can add breakdowns such as campaign, line item, ad, device or location. |
Reach and frequency | Use this for the number of unique viewers and how often they saw your ads, over one or more time windows. |
Options when you connect
Metrics: Choose Standard metrics or Reach and frequency.
Dimensions: For Standard metrics, select the breakdowns you want: Ad, Ad Position, Age, City, Country, Creative, Creative Custom ID, Deal, Device Type, Domain, Dot Rule, Gender, Inventory Type, Layout, Line Item, Market Area, Media Type, Order / Campaign, Package, Pixel (Beacon), Pixel Query String, Postal Code, Publisher, Region / State and Target Segment. Each breakdown you add makes the report take longer to generate. If downloads are slow, remove breakdowns you don't need.
Level: For Reach and frequency, choose Advertiser, Campaign, Line Item or Ad.
Time windows: For Reach and frequency, choose one or more of 1 Day, 7 Days (Weekly), 14 Days, 30 Days, 60 Days, 90 Days and Month to date (Monthly), or choose Lifetime on its own.
Yahoo keeps reporting data for 13 months. See the Yahoo DSP Reporting API documentation.
Standard metrics
Dimensions
These dimensions are always included:
Date: The reporting date.
Advertiser ID: The ID of the advertiser.
Advertiser name: The name of the advertiser.
Currency: The advertiser currency.
These dimensions are only included if you select the matching breakdown when you connect:
Ad: The ID and name of the ad.
Ad ID: The ID of the ad.
Ad Position: The location on the page where an ad appears.
Ad Position ID: The ID of the ad position.
Age: The age range of the visitor. Possible values: 13-17, 18-20, 21-24, 25-29, 30-34, 35-39, 40-44, 45-49, 50-54, 55-59, 60-64, 65+.
Age ID: The ID of the age range.
Campaign: The ID and name of the campaign.
Campaign ID: The ID of the campaign.
City: The city of the visitor.
City ID: The ID of the city.
Country: The country of the visitor.
Country ID: The ID of the country.
Creative: The ID and name of the creative.
Creative Custom ID 1: The first custom ID of the creative.
Creative Custom ID 2: The second custom ID of the creative.
Creative Custom ID 3: The third custom ID of the creative.
Creative ID: The ID of the creative.
Creative landing page URL: The landing page URL of the creative. Included if you select Creative.
Creative landing page domain: The landing page domain of the creative. Included if you select Creative.
Creative type: The type of creative. Included if you select Creative.
Deal: The name of the deal.
Deal ID: The ID of the deal.
Device Type: The type of device the visitor used. Possible values: Desktop, Phone, Tablet, Unknown.
Device Type ID: The ID of the device type.
Domain: The domain where the ad was shown.
Dot Rule: The name of the dot rule.
Dot Rule ID: The ID of the dot rule.
Gender: The gender of the visitor.
Gender ID: The ID of the gender.
Inventory type: The type of inventory.
Layout: The ad layout.
Line: The ID and name of the line item.
Line ID: The ID of the line item.
Market Area: The market area of the visitor.
Market Area ID: The ID of the market area.
Media Type: The type of line item. Possible values: Display, Video or Native.
Media Type ID: The ID of the media type.
Package: The name of the package.
Package ID: The ID of the package.
Pixel (Beacon): The name of the conversion pixel.
Pixel ID (Beacon ID): The ID of the conversion pixel.
Pixel Query String: The parameters passed to a pixel query.
Postal Code: The postal code of the visitor.
Publisher: The name of the publisher, the supply source that maintains the website or other inventory with ad space for sale to advertisers.
Publisher Id: The ID of the publisher.
Region: The region or state of the visitor.
Target segment: The name of the target segment.
Target segment ID: The ID of the target segment.
Metrics
Impressions: The number of impressions served during the selected date range.
Clicks: The number of ads clicked. A click happens whenever someone responds to an impression by clicking an ad.
Advertiser Spending: The total budget delivered, as measured by the ad server.
Conversions: The number of conversions.
Click Through Conversions: The number of post-click conversions. A click-based conversion happens when a user clicks an ad and later converts on the advertiser's site.
View Through Conversions: The number of view-through conversions. A view-based conversion happens when someone sees an ad impression and later converts.
ROAS: The return on ad spend, calculated as Conversion Value / Advertiser Spending.
Start Views / Video Starts: The number of videos started during the selected date range.
25% Completed: The number of video starts that reached at least 25% of the video.
50% Completed: The number of video starts that reached at least 50% of the video.
75% Completed: The number of video starts that reached at least 75% of the video.
100% Completed: The number of video starts that reached the end of the video.
Skipped Views: The total number of video skips.
Yahoo Measureable impressions: The impressions measured for viewability. Not all delivered impressions can be measured, because of technical limits or publisher page design.
Yahoo Non-Measureable Impressions: The impressions for which viewability couldn't be measured.
Fees and costs
These metrics aren't available if you connect with GAN access.
Estimated Billable Amount: The costs and fees for lines or campaigns.
Inventory Cost: The amount paid to publishers. Also known as Publisher Earnings or Publisher Cost.
Seat Data Fees: The fee charged for using Yahoo audience data.
Seat Management Fees: The fee charged for professional services from the platform account team.
Dynamic conversion value: The dynamic conversion value.
ROAS Action Value Advertiser Currency: The ROAS conversion value.
Reach and frequency
Note: The Reach and Frequency report is a daily snapshot. Funnel records the values as they are on the day it downloads the data. You can't backfill this report, so historical dates keep the values from the first download and don't update if the data later changes in Yahoo Ad Tech.
Dimensions
The Level you choose decides which dimensions are included. Each level also includes the levels above it.
Date: The reporting date.
Advertiser ID: The ID of the advertiser. Included at all levels.
Campaign: The name of the campaign. Included at the Campaign level and below.
Campaign ID: The ID of the campaign. Included at the Campaign level and below.
Line: The name of the line item. Included at the Line Item level and below.
Line ID: The ID of the line item. Included at the Line Item level and below.
Ad: The name of the ad. Included at the Ad level.
Ad ID: The ID of the ad. Included at the Ad level.
Metrics
Each metric comes in one version per time window you select. You can't add these metrics up across days or time windows.
Reach: The number of unique users who saw your ads. In Yahoo Ad Tech this is Unique Viewers.
Frequency: The average number of impressions served per unique user. In Yahoo Ad Tech this is Average Frequency.
API documentation
For full field definitions and updates, see the Yahoo DSP dimensions and metrics documentation.
Change history
Reach and frequency Lifetime reports now include level dimensions
From 26 Aug, 2026, Reach and frequency data sources with the Lifetime time window include the dimensions for the level you chose, like the other time windows. Choose the Advertiser level for a single total.
Data for other advertisers on shared seats removed
From 18 Aug, 2026, Funnel removes rows that Yahoo returns for a different advertiser on the same seat. If an advertiser has no data of its own, its data source can now show no data instead of another advertiser's data.