Data Column Reference

Table data describing the columns in the data feed.

Note: For any given column (for instance, one that is defined as 255 characters), a data feed may send additional characters due to the addition of characters escaping values in a string.

Columns, Descriptions, and Data Types

Note: Most columns contain a similar column with a prefix of post_. Post columns contain values after server-side logic, processing rules, and VISTA rules. Adobe recommends using post columns in most cases.

Ranges

  • smallint(5) range is -32768 to 32767
  • smallint(5) unsigned range is 0 to 65535.
  • int(11) range is -2147483648 to 2147483647
  • int(10) unsigned range is 0 to 4294967295
Column name Column description Data type
accept_language Lists all accepted languages, as indicated in the Accept-Language HTTP header in an image request. varchar(20)
aemassetid A multi-value variable corresponding to Asset ID's (GUID's) of a set of Adobe Experience Manager Assets. Increments Impression Events. text
aemassetsource Identifies the source of the asset event. Used in Adobe Experience Manager. varchar(255)
aemclickedassetid Asset ID of an Adobe Experience Manager asset. Increments Click Events. varchar(255)
browser Numeric ID of the browser. References the browser.tsv lookup table. int(10) unsigned
browser_height Height in pixels of the browser window. smallint(5) unsigned
browser_width Width in pixels of the browser window. smallint(5) unsigned
c_color Bit depth of the color palette. Used as part of calculating the Color Depth dimension. Uses the JavaScript function screen.colorDepth(). varchar(20)
campaign Variable used in the Tracking Code dimension. varchar(255)
carrier Adobe Advertising Cloud integration variable. Specifies the mobile carrier. References the carrier lookup table. varchar(100)
channel Variable used in the Site Sections dimension. varchar(100)
click_action No longer used. Address of linked clicked in the legacy Clickmap tool. varchar(100)
click_action_type

No longer used. Link type of the legacy Clickmap tool.

0: HREF URL

1: Custom ID

2: JavaScript onClick event

3: Form element

tinyint(3) unsigned
click_context No longer used. Page name where the link click occurred. Part of the legacy Clickmap tool. varchar(255)
click_context_type

No longer used. Indicates if click_context had a page name or defaulted to page URL.

0: Page URL

1: Page Name

tinyint(3) unsigned
click_sourceid No longer used. Numeric ID for the location on the page of the clicked link. Part of the legacy Clickmap tool. int(10) unsigned
click_tag No longer used. Type of HTML element that was clicked. varchar(10)
code_ver AppMeasurement Library version used to compile and send the image request. varchar(16)
color Color depth ID based on the value of the c_color column. References the color_depth.tsv lookup table. smallint(5) unsigned
connection_type Numeric ID representing the connection type. Variable used in the Connection Type dimension. References the connection_type.tsv lookup table. tinyint(3) unsigned
cookies

Variable used in the Cookie Support dimension.

Y: Enabled

N: Disabled

U: Unknown

char(1)
country Numeric ID representing the country the hit came from. Adobe partners with Digital Envoy to match IP address to country. Uses country.tsv lookup. smallint(5) unsigned
ct_connect_type Related to the connection_type column. Most common values are LAN/Wifi, Mobile Carrier, and Modem. varchar(20)
curr_factor Determines the currency decimal place, and is used for currency conversion. For example, USD uses two decimal places, so this column value would be 2. tinyint(4)
curr_rate The exchange rate when the transaction occurred. Adobe partners with XE to determine the current day's exchange rate. decimal(24,12)
currency The currency code that was used during the transaction. varchar(8)
cust_hit_time_gmt Timestamp-enabled report suites only. The timestamp sent with the hit, based in Unix time. int
cust_visid If a custom visitor ID is set, it is populated in this column. varchar(255)
daily_visitor Flag to determine if the hit is a new daily visitor. tinyint(3) unsigned
date_time The time of the hit in readable format, based on the report suite's time zone. datetime()
domain Variable used in the Domain dimension. Based on the user's internet service provider (ISP). varchar(100)
duplicate_events Lists each event that was counted as a duplicate. varchar(255)
duplicate_purchase Flag indicating that the purchase event for this hit should be ignored because it is a duplicate. tinyint(3) unsigned
duplicated_from Only used in report suites containing hit copy VISTA rules. Indicates which report suite the hit was copied from. varchar(40)
ef_id The ef_id used in Adobe Advertising Cloud integrations. varchar(255)
evar1-evar250 Custom variables 1-250. Each organization uses eVars differently. The best place for more information on how your organization populates respective eVars would be a solution design document specific to your organization. varchar(255)
event_list Comma-separated list of numeric IDs representing events triggered on the hit. Includes both default events and custom events 1-1000. Uses event.tsv lookup. text
exclude_hit

Flag indicating the hit is excluded from reporting. The column visit_num is not incremented for excluded hits.

1,3: Exclusion based on user agent

2,4: Exclusion based on IP address

5: Hit did not have a value for page_url, pagename, page_event, or event_list

6: JavaScript escape value found in hit

7,8: Account-specific exclusion (such as in a VISTA rule)

9: Unused

10: Invalid currency code

11: Hit missing a timestamp on a timestamp-only report suite

tinyint(3) unsigned
first_hit_page_url The very first URL of the visitor. varchar(255)
first_hit_pagename Variable used in the Entry Page Original dimension. The original entry page name of the visitor. varchar(100)
first_hit_ref_domain Variable used in the Original Referring Domain dimension. Based on first_hit_referrer. The very first referring domain of the visitor. varchar(255)
first_hit_ref_type Numeric ID representing the referrer type of the very first referrer of the visitor. Uses referrer_type.tsv lookup. tinyint(3) unsigned
first_hit_referrer The very first referring URL of the visitor. varchar(255)
first_hit_time_gmt Timestamp of the very first hit of the visitor in Unix time. int(11)
geo_city Name of the city the hit came from, based on IP. Adobe partners with Digital Envoy to match IP address to city. varchar(32)
geo_country Abbreviation of the country the hit came from, based on IP. Adobe partners with Digital Envoy to match IP address to country. varchar(4)
geo_dma Numeric ID of the demographic area the hit came from, based on IP. Adobe partners with Digital Envoy to match IP address to demographic area. smallint(5) unsigned
geo_region Name of the state or region the hit came from, based on IP. Adobe partners with Digital Envoy to match IP address to state/region. varchar(32)
geo_zip The zip code the came came from, based on IP. Adobe partners with Digital Envoy to match IP address to zip code. varchar(16)
hier1-hier5 Used by hierarchy variables. Contains a delimited list of values. The delimiter is chosen under report suite settings. varchar(255)
hit_source

Indicates what source the hit came from.

1: Standard image request without timestamp

2: Standard image request with timestamp

3: Live data source upload with timestamps

4: Not used

5: Generic data source upload

6: Full processing data source upload

7: TransactionID data source upload

8: No longer used; Previous versions of Adobe Advertising Cloud data sources

9: No longer used; Adobe Social summary metrics

tinyint
hit_time_gmt The timestamp of the hit based in Unix time. int(11)
hitid_high Used in combination with hitid_low to uniquely identify a hit. bigint(20) unsigned
hitid_low Used in combination with hitid_high to uniquely identify a hit. bigint(20) unsigned
homepage No longer used. Indicated if the current URL is the browser's homepage. char(1)
hourly_visitor Flag to determine if the hit is a new hourly visitor. tinyint(3) unsigned
ip IP Address, based on the HTTP header of the image request. varchar(20)
ip2 Not used. Backend reference variable for report suites containing VISTA rules based on IP address. char(20)
j_jscript Version of JavaScript supported by the browser. varchar(5)
java_enabled

Flag indicating whether Java is enabled.

Y: Enabled

N: Disabled

U: Unknown

char(1)
javascript Lookup ID of JavaScript version, based on j_jscript. Uses lookup table. tinyint(3) unsigned
language Numeric ID of language. Uses languages.tsv lookup table. smallint(5) unsigned
last_hit_time_gmt Timestamp (in Unix time) of the prior hit. Used to calculate the Days Since Last Visit dimension. int(11)
last_purchase_num

Variable used in the Customer Loyalty dimension. Indicates the number of previous purchases the visitor has made.

0: No prior purchases (not a customer)

1: 1 prior purchase (new customer)

2: 2 prior purchases (return customer)

3: 3 or more prior purchases (loyal customer)

int(10) unsigned
last_purchase_time_gmt Used in the Days Since Last Purchase dimension. Timestamp (in Unix time) of the last purchase made. For first-time purchases and visitors that have not made a purchase before, this value is 0. int(11)
mc_audiences List of Audience Manager segment IDs that the visitor belongs to. text
mcvisid Experience Cloud Visitor ID. 128-bit number consisting of two concatenated 64-bit numbers padded to 19 digits. varchar(255)
mobile_id If the visitor is using a mobile device, the numeric ID of the device. int(15)
mobileaction Mobile action. Automatically passed in when trackAction is called in the Mobile Services SDK. Allows for automatic action pathing in the app. varchar(255)
mobileappid

Mobile app ID. Stores the application name and version in the following format:

[AppName] [BundleVersion]

varchar(255)
mobilecampaigncontent The name or ID of the content that displayed the link. Populated by Mobile App Acquisition. -
mobilecampaignmedium Marketing medium, such as banner or email. Populated by Mobile App Acquisition. -
mobilecampaignname Name of the campaign, also stored in the campaign variable. Populated by Mobile App Acquisition. -
mobilecampaignsource Original referrer, such as newsletter or social media network. Populated by Mobile App Acquisition. -
mobilecampaignterm Paid keywords or other terms you want to track with this acquisition. Populated by Mobile App Acquisition. -
mobiledayofweek Number of the weekday that the app was launched on. -
mobiledayssincefirstuse Number of days since the app was run for the first time. -
mobiledayssincelastuse Number of days since the app was last run. -
mobiledevice Mobile device name. On iOS, it is stored as a comma-separated 2-digit string. The first number represents the device generation, and the second number represents the device family. -
mobilehourofday Defines the hour of the day the app was launched. Follows 24-hour numerical format. -
mobileinstalldate Mobile install date. Provides the date of the first time a user opens the mobile app. -
mobileinstalls Also known as first launches. Triggered at the first run after installation or re-installation. -
mobilelaunchnumber Increments by one each time the mobile app is launched. -
mobileltv Populated by trackLifetimeValue methods. -
mobilemessageid Mobile message ID -
mobilemessageonline Mobile message online -
mobileosversion Mobile operating system version -
mobileprevsessionlength Total Session Length. Reports the number of seconds that a previous application session lasted based on how long the application was open and in the foreground. -
mobilepushoptin Indicates if a user has opted in for push messaging on the mobile app -
mobilepushpayloadid Identifier for a push message that has been clicked through by the user -
mobileresolution Resolution of the mobile device. Width x height in pixels. -
mobileupgrades Reports the number of app upgrades. Triggers at the first run after upgrade or anytime the version number changes. -
monthly_visitor Flag indicating the visitor is unique to the current month. tinyint(3) unsigned
mvvar1-3 List variable values. Contains a delimited list of custom values depending on implementation. text
namespace Not used. Part of a scrapped feature many years ago. varchar(50)
new_visit Flag that determines if the current hit is a new visit. Set by Adobe servers after 30 minutes of visit inactivity. tinyint(3) unsigned
os Numeric ID representing the operating system of the visitor. Based on the user_agent column. Uses os lookup. int(10) unsigned
p_plugins No longer used. List of plugins available to the browser. Used the JavaScript function navigator.plugins(). text
page_event The type of hit that is sent in the image request (standard hit, download link, custom link, exit link). tinyint(3) unsigned
page_event_var1 Only used in link tracking image requests. The URL of the download link, exit link, or custom link clicked. varchar(255)
page_event_var2 Only used in link tracking image requests. The custom name (if specified) of the link. varchar(100)
page_event_var3 No longer used. Contained Survey and Media module data. Populated legacy video reports in previous versions of Adobe Analytics. text
page_type Used to populate the Pages Not Found dimension, used exclusively for 404 pages. This variable should either be empty or contain "ErrorPage". varchar(20)
page_url The URL of the hit. Not used in link tracking image requests. varchar(255)
pagename Used to populate the Pages dimension. If the pagename variable is empty, Analytics uses page_url instead. varchar(100)
paid_search Flag that is set if the hit matches paid search detection. tinyint(3) unsigned
partner_plugins Not used. Part of a scrapped feature many years ago. varchar(255)
persistent_cookie Used by the Persistent Cookie Support dimension. Indicates if the visitor supports cookies that are not discarded after each hit. char(1)
plugins No longer used. List of numeric ID's that correspond to plugins available within the browser. Uses plugins.tsv lookup. varchar(180)
pointofinterest Mobile services Point of interest -
pointofinterestdistance Mobile services Point of interest distance -
post_ columns Contains the value ultimately used in reports. Each post column is populated after server-side logic, processing rules, and VISTA rules. Adobe recommends using post columns in most cases. See respective non-post column
prev_page Not used. Adobe proprietary identifier of the previous page. int(10) unsigned
product_list Product list as passed in through the products variable. Products are delimited by commas while individual product properties are delimited by semicolons. text
post_product_list Product list as passed in through the products variable. Products are delimited by commas while individual product properties are delimited by semicolons. mediumtext (16MB)
Note: This field type (currently 'text') takes effect on February 7th, 2019.
product_merchandising Not used. Use product_list instead. None
prop1-prop75 Custom traffic variables 1-75. varchar(100)
purchaseid Unique identifier for a purchase, as set using the s_purchaseID variable. Used by the duplicate_purchase column. varchar(20)
quarterly_visitor Flag to determine if the hit is a new quarterly visitor. tinyint(3) unsigned
ref_domain Based on the referrer column. The referring domain of the hit. varchar(100)
ref_type

A numeric ID representing the type of referral for the hit.

1: Inside your site

2: Other web sites

3: Search engines

4: Hard drive

5: USENET

6: Typed/Bookmarked (no referrer)

7: Email

8: No JavaScript

9: Social Networks

tinyint(3) unsigned
referrer Page URL of the previous page. varchar(255)
resolution Numeric ID representing the resolution of the monitor. Populates the Monitor Resolution dimension. Uses resolution.tsv lookup table. smallint(5) unsigned
s_kwcid Used in Adobe Advertising Cloud integrations. varchar(255)
s_resolution Raw screen resolution value. Gathered using the JavaScript function screen.width x screen.height. varchar(20)
sampled_hit No longer used. Was formerly used for sampling in Ad Hoc Analysis. char(1)
search_engine Numeric ID representing the Search Engine that referred the visitor to your site. Uses search_engines.tsv lookup. smallint(5) unsigned
search_page_num Used by the All Search Page Rank dimension. Indicates which page of search results your site appeared on before the user clicked through to your site. smallint(5) unsigned
secondary_hit Flag that tracks secondary hits. Normally originates from multi-suite tagging and VISTA rules that copy hits. tinyint(3) unsigned
service Not used. Use page_event instead. char(2)
socialaccountandappids No longer used. Social account and app ID's -
socialassettrackingcode No longer used. Social campaign variable -
socialauthor No longer used. Social Authors variable -
socialaveragesentiment No longer used. Social average sentiment -
socialcontentprovider No longer used. Social Platforms/Properties -
socialfbstories No longer used. Facebook interactions -
socialfbstorytellers No longer used. People talking about this -
socialinteractioncount No longer used. Social interaction count -
socialinteractiontype No longer used. Social interaction type -
sociallanguage No longer used. Social language -
sociallatlong No longer used. Social Latitude/Longitude -
sociallikeadds No longer used. Social Like adds -
sociallink No longer used. Social links -
socialmentions No longer used. Social mentions -
socialowneddefinitioninsighttype No longer used. Social owned definition insight type -
socialowneddefinitioninsightvalue No longer used. Social owned definition insight value -
socialowneddefinitionmetric No longer used. Social owned definition metric -
socialowneddefinitionpropertyvspost No longer used. Social owned definition property vs. post -
socialownedpostids No longer used. Social owned post ID's -
socialownedpropertyid No longer used. Social owned property ID -
socialownedpropertyname No longer used. Social owned property name -
socialownedpropertypropertyvsapp No longer used. Social owned property vs app -
socialpageviews No longer used. Social property views -
socialpostviews No longer used. Social post views -
socialproperty No longer used. Social property -
socialpubcomments No longer used. Social public comments -
socialpubposts No longer used. Social public posts -
socialpubrecommends No longer used. Social public recommends -
socialpubsubscribers No longer used. Social public subscribers -
socialterm No longer used. Hashed value of the social listening query -
socialtermslist No longer used. Social list of terms -
socialtotalsentiment No longer used. Social total sentiment -
sourceid Not used. Adobe proprietary column info int
state State variable. varchar(50)
stats_server Not of use. Adobe internal server that processed the hit. varchar(30)
t_time_info

Local time for the visitor. Format is as follows:

M/D/YYYY

HH:MM:SS

Month (0-11, 0=January)

Timezone offset (in minutes)

varchar(100)
tnt Used in Adobe Target integrations. text
tnt_action Used in Adobe Target integrations. text
tnt_post_vista No longer used. Use post_tnt instead. text
transactionid A unique identifier where various data points can be uploaded later via data sources. varchar(100)
truncated_hit

A flag indicating that the image request was truncated. Indicates that a partial hit was received.

Y: Hit was truncated; partial hit received

N: Hit was not truncated; full hit received

char(1)
ua_color No longer used. Formerly used as a fallback for color depth. varchar(20)
ua_os No longer used. Formerly used as a fallback for operating system. varchar(80)
ua_pixels No longer used. Formerly used as a fallback for browser height and width. varchar(20)
user_agent User agent string sent in the HTTP header of the image request. text
user_hash Not of use. Hash on the report suite ID. Use username instead. int(10) unsigned
user_server Variable used in the Server dimension. varchar(100)
userid Not of use. The numeric ID for the report suite ID. Use username instead. int(10) unsigned
username The report suite ID for the hit. varchar(40)
va_closer_detail Variable used in the Last Touch Detail dimension. varchar(255)
va_closer_id Numeric ID that identifies the Last Touch Channel dimension. Lookup for this ID can be found in the Marketing Channel Manager. tinyint unsigned
va_finder_detail Variable used in the First Touch Detail dimension. varchar(255)
va_finder_id Numeric ID that identifies the First Touch Channel dimension. Lookup for this ID can be found in the Marketing Channel Manager. tinyint unsigned
va_instance_event Flag to identify Marketing Channel instances. Used by the Marketing Channel Last Touch Instances metric. tinyint unsigned
va_new_engagement Flag to identify Marketing Channel new engagements. Used by the New Engagements metric. tinyint unsigned
video Video name -
videoad Video Ad name -
videoadinpod Video Ad in pod position -
videoadlength Video Ad length -
videoadname Video Ad name -
videoadplayername Video Ad player name -
videoadpod Video Ad pod -
videochannel Video Channel -
videochapter Video Chapter name -
videocontenttype Video Content type. Set to 'Video' automatically for all video views -
videolength Video length -
videoname Video name -
videopath Video path -
videoplayername Video player name -
videoqoebitrateaverageevar Video quality average bit rate -
videoqoebitratechangecountevar Video quality change count -
videoqoebuffercountevar Video quality buffer count -
videoqoebuffertimeevar Video quality buff time -
videoqoedroppedframecountevar Video quality dropped frame count -
videoqoeerrorcountevar Video quality error count -
videoqoetimetostartevar Video quality time to start -
videosegment Video segment -
visid_high Used in combination with visid_low to uniquely identify a visit. bigint(20) unsigned
visid_low Used in combination with visid_high to uniquely identify a visit. bigint(20) unsigned
visid_new Flag to identify if the hit contains a newly generated visitor ID. char(1)
visid_timestamp If visitor ID was newly generated, provides the timestamp (in Unix time) of when the visitor ID was generated. int(11)
visid_type

Numeric ID representing what method was used to identify the visitor.

0: Custom visitorID

1: IP and user agent fallback

2: HTTP Mobile Subscriber Header

3: Legacy cookie value (s_vi)

4: Fallback cookie value (s_fid)

5: Experience Cloud ID Service

tinyint(3) unsigned
visit_keywords Variable used in the Search Keyword dimension. varchar(255)
visit_num Variable used in the Visit Number dimension. Starts at 1, and increments each time a new visit starts per visitor. int(10) unsigned
visit_page_num Variable used in the Hit Depth dimension. Increases by 1 for each hit the user generates. Resets each visit. int(10) unsigned
visit_ref_domain Based on the visit_referrer column. The first referring domain of the visit. varchar(100)
visit_ref_type Numeric ID representing the referrer type of the first referrer of the visit. Uses the referrer_type.tsv lookup table. tinyint(3) unsigned
visit_referrer The first referrer of the visit. varchar(255)
visit_search_engine Numeric ID of the first search engine of the visit. Uses the search_engines.tsv lookup table. smallint(5) unsigned
visit_start_page_url The first URL of the visit. varchar(255)
visit_start_pagename The first Page Name of the visit. varchar(100)
visit_start_time_gmt Timestamp (in Unix time) of the first hit of the visit. int(11)
weekly_visitor Flag to determine if the hit is a new weekly visitor. tinyint(3) unsigned
yearly_visitor Flag to determine if the hit is a new yearly visitor. tinyint(3) unsigned
zip Used to populate the Zip Code dimension. varchar(50)