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What data does OpenX make available for each event?

The information that OpenX collects for each ad serving event is defined by an event schema. While request, impressionA single display of an ad on a web page, mobile app, or other delivery medium. For deals, impression is a metric to relay the total number of ads that have served. See also billable impression, forecasted impressions., and click events use the same schema, conversion events use a different schema. The following tables describe the fields recorded for each event. For the most up-to-date list of available fields, you should access the live schemas using the URL and schema name returned in the schema object's @locator and @name key in the JSON response (highlighted in the sample response.) For example, if you want to access the schema for the last event feed file in the sample response, you would use the following URL (escaping slashes are removed):

http://openx_server_name/ox/4.0/eventfeed/schema

These fields are represented in the file as columns for each event record (row) in the file (listed in the order in which they appear in the file). New fields may be added to the event schemas at any time, so it is important to ensure that your parsing code can handle this.

Request, impression, and click event fields

Field name Description
ad_height Height dimension for the ad space associated with the ad serving event
ad_id ID for the ad associated with the ad serving event
ad_unit_grp_id ID of the ad unit groupA collection of ad units where related ads display together at the same time., if any, associated with the ad serving event
ad_unit_id ID of the ad unitThe smallest inventory component that represents the space on a site where ads display. associated with the ad serving event
ad_width Width dimension for the ad space associated with the ad serving event
advertiserIn OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites._id ID for the advertiser account whose ad serves to the ad inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit. associated with the ad serving event
audience_segments A comma-separated list of segment IDs to which the user was assigned at the time of the request event
browser_language Language code sent by the end-user's browser, which is typically the end-user's preferred browsing language
browser_name Short-form name of the end-user's browser
browser_version Version of the end-user's browser
content_topic_id A comma-delimited list of content topicDescribes the main subject of the online content surrounding the ad space, such as sports or automotive. IDs for the ad inventory associated with this ad serving event, such as: 3501,2531,2304
content_type_id ID for the content type assigned to the ad inventory, which is associated with this ad serving event, such as: 99
custom_fields

A caret-delimited list of custom variables for the event. These are passed as key-value pairs in the call, using the format: c.<key>=<value>. For example: c.gender=male or c.age=30.

Note: OpenX populates custom_fields values if they are whitelisted. Please contact your OpenX account manager for details on how to whitelistMarking a particular entity as “approved” in order to ensure it is included. A whitelist will block new entities by default whereas a blacklist will allow new entities by default. For example, you could use a whitelist to only allow the "Technology" industry. custom_fields.

delivery_medium_id ID for the delivery mediumThe manner in which an end-user is exposed to ad inventory, such as web or mobile. of the event, such as: DMID.WEB, DMID.EMAIL DMID.LINEARVIDEO, DMID.NONLINEARVIDEO, DMID.VIDEOCOMPANION, DMID.OVERLAYVIDEO, or DMID.VIDEO
event_time Date and time of the actual ad serving event in YYYY-MM-DD hh:mm:ss format, such as: 2011-02-28 12:45:30
is_auto_refresh Indicates whether the ad serving event is based on the auto-refresh of an ad tagA small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space.. This is True if the ad serving event is based on the auto-refresh of an ad tag or False if the ad serving event is not based in the auto-refresh of an ad tag.
is_companion Indicates whether the selected ad is a secondary ad in a companion delivery situation. In the case of companion ad delivery, this is True if the ad is not delivered to the master ad unitThe ad unit that anchors ad delivery for an ad unit group when a companion line item wins the impression for the master ad unit. The remaining ad units are filled with ads from the companion line item, as appropriate, based on the line item’s Companion Delivery Mode. See ad delivery mode., or False if the ad is delivered to the master ad unit.
is_fallback_ad Indicates whether the ad serving event is related to a fallback mechanism; that is, due to a lack of media support (e.g., no flash support). This is True if the ad serving event is related to a fallback mechanism or False if the ad serving event is not related to a fallback mechanism.
is_pre_fetch Indicates whether X-moz: prefetch is present in the HTTP header. This is True if it is included in the header or False if it is not included in the header.
line_item_id ID for the line itemThe primary unit of execution for an order, which represents a specific inventory purchase and the required conditions for ad delivery. associated with the ad serving event, such as: 4389
matched_targeting This field is currently not used.
mobile_carrier The mobile carrier for the end-user's mobile device expressed as MCC-MNC where MCC is the mobile country code and MNC is the mobile network code, such as: 310-410
mobile_net_type The mobile network connection type for the end-user associated with the ad serving event, such as: wifi
order_id ID for the order associated with the ad serving event, such as: 876
page_url URL of the webpage where the ad call originated
publisherAn account type that represents a business with ad space to sell._id ID of the publisher account that the ad inventory, which is associated with this ad serving event, belongs to, such as: 25
referrer_url URL of the referring webpage
screen_location_id ID for the screen locationWhere the ad is on the page, such as above the fold (ATF) or below the fold (BTF). This is also referred to as "page position" or "page placement." of the ad inventory associated with the ad serving event, such as: 785
siteAn OpenX component that represents top-level domains or sub-domains and is used to organize ad units. Sites enable you to target and report on inventory performance._id ID of the site associated with the ad serving event, such as: 342
site_section_id ID for the section of the site where the ad inventory, which is associated with this ad serving event, resides, such as: 847
traffic_rejected Summarizes traffic quality for the event (either True or False). For example, True indicates if any request, impression, or click was rejected based on traffic quality flags, such as IP blocklists.
transaction_id ID for the original request event; OpenX generates this ID for the request event and includes this in feeds for subsequent related events. For example: f0e6cd54-7232-4db5-8b25-c4ad7fdea840
transaction_time Date and time of the original request event, to which this ad serving event is tied, using the format: YYYY-MM-DD hh:mm:ss, such as: 2011-02-28 12:45:30 (so, in the case of a request event, this time is the same as the event_time).
user_agent User agent string sent by the end-user's browser
user_city City of the end-user associated with the ad serving event, as derived from their IP address
user_connection_speed Internet connection speed of the end-user's computing environment, as derived from their IP address
user_connection_type Connection type of the end-user's computing environment as derived from their IP address, such as: Cable or Mobile Wireless
user_continent Continent of the end-user associated with the ad serving event
user_country Country of the end-user associated with the ad serving event, as derived from their IP address
user_device The mobile device type of the end-user associated with the ad serving event, such as: Apple iPad or Motorola Droid
user_dma (United States only) The designated market area (DMA) code of the end-user associated with the ad serving event as derived from their IP address.
user_id ID for the user, which OpenX generates and tracks through request events, such as: 49be9663-ab0c-4af6-a1b1-c9e357f523bd
user_id_new Indicates whether OpenX generated the user ID on this request (True) or if it originated in a separate request event (False)
user_ip_address IP address of the end-user associated with the ad serving event
user_latitude Latitude coordinate of the end-user associated with the ad serving event
user_longitude Longitude coordinate of the end-user associated with the ad serving event
user_msa Metropolitan statistical area (MSA) code of the end-user associated with the ad serving event, as derived from their IP address
user_operating_system Operating system of the end-user's computing environment
user_os_version Version of the end-user's operating system
user_screen_res Screen resolution of the end-users computing environment
user_state State or region of the end-user associated with the ad serving event as derived from their IP address
user_zip ZIP code for the end-user associated with the ad serving event, such as: 90066

Conversion event fields

Field name Description
action_type The kind of action that triggered the conversion beaconAn element on a publisher’s website that is invisible to users while it gathers information. AKA “tracking pixels.”, such as: sign-up or lead
ad_id ID for the ad associated with the conversion, such as: 6732
ad_unit_grp_id ID of the ad unit group, if any, associated with the conversion, such as: 3492
ad_unit_id ID of the ad unit associated with the conversion, such as: 3302
audience_segments A comma-separated list of segment IDs to which the user was assigned at the time of the request event
beacon_id ID for the beacon associated with the conversion, such as: 3344
browser_language Language code sent by the end-user's browser, which is typically the end-user's preferred browsing language
browser_name Short-form name of the end-user's browser
browser_version Version of the end-user's browser
custom_fields

A caret-delimited list of custom variables for the conversion event. These are passed as key-value pairs in the conversion call using the format: c.<key>=<value> For example: c.gender=male or c.age=30.

Note: OpenX populates custom_fields values if they are whitelisted. Please contact your OpenX account manager for details on how to whitelist custom_fields.

event_time The date and time of the actual conversion, using the format: YYYY-MM-DD hh:mm:ss. For example: 2011-02-28 12:45:30
is_click Indicates if the conversion was set by a click event (True) or an impression event (False)
line_item_id The ID for the line item associated with the conversion, such as: 4389
mobile_carrier The mobile carrier for the end-user's mobile device, expressed as MCC-MNC, such as 310-410
mobile_net_type The mobile network connection type for the end-user associated with the ad serving event. For example: wifi
page_url URL of the webpage where the ad call originated
referrer_url URL of the referring webpage
traffic_rejected Summarizes traffic quality for the conversion event (True or False). For example, True indicates if any conversion was rejected based on traffic quality flags, such as IP blocklists.
transaction_id ID for the original request event; OpenX generates this ID for the request event and includes this in feeds for subsequent related events. For example: f0e6cd54-7232-4db5-8b25-c4ad7fdea840
transaction_time Date and time of the original request event, to which this ad serving event is tied, using the format: YYYY-MM-DD hh:mm:ss, such as: 2011-02-28 12:45:30 (so, in the case of a request event, this time is the same as the event_time)
user_agent User agent string sent by the end-user's browser
user_city City of the end-user associated with the conversion as derived from their IP address
user_connection_speed Internet connection speed of the end-user's computing environment as derived from their IP address
user_connection_type Connection type of the end-user's computing environment, as derived from their IP address. For example: Cable or Mobile Wireless
user_continent Continent of the end-user associated with the ad serving event
user_country Country of the end-user associated with the conversion as derived from their IP address
user_device Device type of the end-user associated with the ad serving event. For example: Apple iPad or Motorola Droid
user_dma (United States only) The DMA code of the end-user associated with the conversion as derived from their IP address
user_id ID for the user; OpenX generates this ID and tracks it through request events. Example: 49be9663-ab0c-4af6-a1b1-c9e357f523bd
user_id_new Indicates if OpenX generated the user ID on this request (True), or if it originated in a separate request event (False)
user_ip_address IP address of the end-user associated with the conversion
user_latitude Latitude coordinate of the end-user associated with the ad serving event
user_longitude Longitude coordinate of the end-user associated with the ad serving event
user_msa MSA code of the end-user associated with the ad serving event as derived from their IP address
user_operating_system Operating system of the end-user's computing environment
user_os_version Version of the end-user's operating system.
user_screen_res Screen resolution of the end-users computing environment
user_state State or region of the end-user associated with the conversion as derived from their IP address
user_zip ZIP code for the end-user associated with the ad serving event, such as: 90066

This topic applies to Ad Server. This topic applies to Ad Exchange. This topic applies to Programmatic Direct.

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