App Custom Event Numeric Value - A numeric value that Swaarm will hold for the event and can aggregate in the reports

App Custom Event Value - A free field that can be used to store any additional information about the event (including JSON)

App Vendor User ID - An Id generated by Swaarm when a user installs the app
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Attribution Partner Ad Group Name - Name containing one or more ads with similar targets. The keyword list in each ad group tells our system to show ads for these products only on related websites

Attribution Partner Ad Id - An Id that is used to identify each ad in your Ads account

Attribution Partner App Id - App Store/ Play Store ID of the Advertisers' app

Attribution Partner App Title - Official title for Advertisers' app in the App Store/ Play Store

Attribution Partner App Version - App version shown in the App Store/ Play Store

Attribution Partner Click Attribution Window - Number of days between when a person viewed or clicked on the ad and subsequently installed the app

Attribution Partner Click Time - DateTime stamp of the user click

Attribution Partner Conversion Duration - CTIT reported by the MMP

Attribution Partner Conversion Time - Conversion DateTime stamp shared by MMP

Attribution Partner CPU Type - CPU type of user's device who installed the application

Attribution Partner Creative Name - Filename of Ad creative (Image/ GIF)

Attribution Partner Deeplink - A hyperlink that links to a specific, generally searchable or indexed, piece of web content on a website (e.g. "http://example.com/path/page"), rather than the website's home page (e.g., "http://example.com")

Attribution Partner Event Id - Event Ids shared by MMP

Attribution Partner Event Name - Event name (e.g., registration, checkout, etc.)

Attribution Partner Event Value - Value associated with the event that can be used to store any additional information about the event

Attribution Partner Gp Installed At - App installation time stamp as per Google Play Store

Attribution Partner Gp Opened At - Timestamp at which app was opened as per Google Play Store

Attribution Partner Hardware Name - Hardware name (e.g., D101AP)

Attribution Partner Impression Based - It tells whether the campaign has VTA enabled or not

Attribution Partner Install Begin Time - Timestamp at which app installation began, it is shared by MMP

Attribution Partner Install Finish Time - Timestamp at which app installation finished, it is shared by MMP

Attribution Partner Install Time - Timestamp at which app was opened, it is shared by MMP

Attribution Partner Is Organic - It tells whether the user that installed the app

is through the campaign or organic user (Boolean)

Attribution Partner Lifetime Sessions Count - A record of the number of times a user opens the app within the lifetime

Attribution Partner Match Type - Match type (e.g., probabilistic_matching; device_tag; reftag; external_click_id; google; facebook)

Attribution Partner Network Type - Network type (e.g., LTE 4G/ 5G)

Attribution Partner Partner Parameters - Publisher parameters shared by MMP

Attribution Partner Postback Id - Unique Id for postback that is shared by MMP

Attribution Partner Publisher Sub Id - Publisher source Id

Attribution Partner Rejection Reason - Rejection reason for the conversion shared by MMP

Attribution Partner Rejection Reason Value - Value associated with the rejection reason

Attribution Partner Sale Amount - Campaign revenue that is Advertiser passing in the postback

Attribution Partner Sale Amount Currency - Currency associated with the campaign revenue i.e. sale amount

Attribution Partner SDK Version - SDK version number shared by MMP

Attribution Partner Sessions Count - A record of the number of times a user visits your App

Attribution Partner Skad MMP Provided - SKAD postback verification done by the MMP

Attribution Partner Status - conversion status reported by the MMP (e.g., Pending)

Attribution Partner Tracker Name - MMP tracker name (e.g., Appsflyer, Singular, etc)

Attribution Partner Tracking Enabled - Boolean that tells whether the tracking is enabled by the tracker

Attribution Partner Tracking Limited - Boolean that tells whether the tracking is limited by the tracker
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Postback Connection IP - IP address of the user who clicks on the Ad

Postback Connection ISP - Internet service provider of the user who clicks on the Ad

Postback Connection Type - Type of internet connection (e.g., wifi, cable, etc)

Postback CTIT - The measurement of time from the moment a user clicks

on an ad to the when the relevant app has been opened for the first time

Postback Device Browser - User's device browser (e.g., Chrome, safari, etc)

Postback Device Browser Version - User's device browser version

Postback Device In App - It tells whether the Ad was opened in an app or web

Postback Device Language - User's device language which is received in the postback

Postback Device Make - Device manufacturer name of the user's device (e.g., Samsung)

Postback Device Model - Device model number of the user's device

Postback Device OS - Operating system of the user's device (e.g., Android, iOS, etc)

Postback Device OS Version - OS version of the user's device

Postback Device Type - Device type of the user's device (e.g., mobile, iPhone, tablet, desktop, etc)

Postback Device UA - User agent of the user's device, UA is any software that "retrieves, renders and facilitates end-user interaction with Web content" (e.g., web browsers)

Postback Ext Offer Id - External offer Id of the publisher that is received from the click

Postback Ext Publisher Id - Publisher Id in their(publisher's) system which is received from the click

Postback Geo City - City received in the postback (based on the IP address received in the postback)

Postback Geo Country - The country received in the postback, can be overwritten by the MMP, when they don't send us IP but the country (in case of privacy enabled postback)

Postback Geo Region - Geo region (State) received in the postback, is overwritten by MMP when IP is not received

Postback Geo UTC Offset - Difference in Minutes from UTC

Postback Geo Zip - Zipcode received in the postback

Postback Id - Swaarm generated postback Id

Postback Ids Gaid - A device identifier for advertisers that allows them to

anonymously track user ad activity on Android devices while keeping user privacy secure (Google Advertiser Identification)

Postback Ids Idfa - A device identifier for advertisers that allows them to

anonymously track user ad activity on Android devices while keeping user privacy secure (Identifier For Advertisers)

Postback Impression Attribution - An optional module that allows you to track impressions from offsite marketing placements directing traffic back to a Digital Analytics-tagged website

Postback Pea Chain - The token contains all the information needed for networks to determine the campaign and traffic source we receive in the postback from Advertiser

Postback Security Token - Swaarm generated postback security token that is available under Advertiser > Postback Links

Postback Server IP - IP address of the server that sent the postback

Postback Server UA - User agent of postback server

Postback Time - Timestamp when the postback was generated

Postback Was Modified - It tells whether the postback was modified or not

Postback Modification Descriptions - Changes or alterations in the postback are logged in this field
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Evaluation Decision - It tells whether the postback was passed or not to the publisher (Passed - Postback was fired to the publisher, Failed - Postback was not fired to the publisher)

Evaluation Decision Active Rules - Optimization rules set for evaluation decision (e.g., Random Evaluation, Blocked Publisher by Advertiser, etc)

Evaluation Decision Failed Rules - Optimization rules due to which postback failed

Evaluation Decision Failed Sub Rules - Detailed information about the optimization rule due to which postback failed

Evaluation Status - It tells whether the postback is approved, pending, or rejected

Evaluation Status Active Rules - Optimization rules set for evaluation status

Evaluation Status Failed Rules - Optimization rules due to which postback status is set to pending or rejected

Evaluation Status Failed Sub Rules - Detailed information about the opti. rule due to which postback went into rejected or pending
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Click Id - Click Id generated by Swaarm

Click Offer Landing Page Id - Page Id where a visitor “lands” after they click on an Ad link in an app or on the web

Click Pea Chain - Probabilistic attribution Id in the case where we don't get the click Id

Click Publisher Click Id - Click Id received from the publisher

Click Recommendation Link Id - A SmartLink Id where the discarded clicks can be monetized

Click Time - Timestamp when the user clicked on the Ad

Click User Connection Carrier Code - A code associated to the user's mobile carrier provider.

Click User Connection IP - Device IP address on which user clicks the Ad

Click User Connection ISP - Internet service provider of the device on which user clicks the Ad

Click User Connection MCC - Mobile Country Code is a three-digit code that uniquely identifies a country in the context of mobile telecommunications

Click User Connection MNC - Mobile Network Code is a two or three-digit code that identifies a specific mobile network operator within a country

Click User Connection Type - Internet connection type whether it's cellular, corporate, dial-up, cable DSL, etc

Click User Device Browser - Device browser on which the Ad was loaded, eg., Chrome, Firefox, etc

Click User Device Browser Version - Browser version of the device on which the user clicked the Ad

Click User Device In App - It tells whether the Ad was opened in an app or the web (Boolean)

Click User Device Language - Language of the user's device

Click User Device Make - Manufacturer of the user's device

Click User Device Model - Model number of the user's device

Click User Device OS - Operating system of the user's device (e.g., Android, iOS, etc)

Click User Device OS Version - OS version of the user's device

Click User Device Type - Device type of the user's device(e.g., Mobile, Tablet, etc)

Click User Device UA - User agent of the user's device (e.g., Mozilla/5.0 (iPhone; CPU iPhone OS 15_5 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/19F77 [FBAN/FBIOS;FBDV/iPhone13,1;FBMD/iPhone;

FBSN/iOS;FBSV/15.5;FBSS/3;FBID/phone;FBLC/en_GB;FBOP/5])

Click User Geo City - City in which user clicked on the Ad

Click User Geo Country - Country in which user clicked on the Ad

Click User Geo Region - Region (State) in which the user clicked on the Ad

Click User Geo UTC Offset - Difference in Minutes from UTC

Click User Ids Gaid - A device identifier for advertisers that allows them to

anonymously track user ad activity on Android devices while keeping user privacy secure (Google Advertiser Identification)

Click User Ids Idfa - A device identifier for advertisers that allows them to

anonymously track user ad activity on Android devices while keeping user privacy secure (Identifier For Advertisers)
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Advertiser Id - Advertiser Id in the platform

Advertiser Manager Id - Advertiser manager Id in the platform

Advertiser Manager Name - Advertiser manager name in the platform

Advertiser Name - Advertiser name in the platform

Advertiser Offer Id - Advertiser's offer Id in the platform

Advertiser Postback - Swaarm's Advertiser postback URL
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Offer Advertiser Event Id - Offer event Id on the advertiser's side

Offer Event Id - Swaarm generated offer event Id

Offer Event Name - Name of the event associated with an offer in Swaarm

Offer Id - Swaarm's Offer Id

Offer Name - Swaarm's Offer Name

Offer Original Currency - Original currency configured for the offer

Offer Original They Get - Offer cost amount that we forward to the Pub (in original currency)

Offer Original We Get - Offer revenue amount that we get from the Adv (in original currency)

Offer They Get - Offer cost amount that we forward to the Publisher (in USD)

Offer They Get Currency - Currency in which we forward the cost to the Publisher

Offer We Get - Offer revenue amount that we get from the Advertiser (in USD)

Offer We Get Currency - Currency in which we receive the profit from the Advertiser
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Publisher Accept Header - HTTP accept header(special HTTP header using which browser communicates with the server whether it's HTML, JSON, etc.) of user's browser sent by the Publisher

Publisher App Id - Id of the app (Appstore/ Playstore) that is showing the Ad

Publisher App Name - Name of the app that is being advertised

Publisher Creative - File name of creatives that Publisher sends us

Publisher Group Id - Swaarm's publisher group Id (if present)

Publisher Id - Publisher Id in the platform

Publisher Manager Id - Publisher manager Id in the platform

Publisher Manager Name - Publisher manager name in the platform

Publisher Name - Publisher name in the platform

Publisher Original Sub Id - Publisher sub Id passed by the publisher

Publisher Pea Chain - Pea chain passed by the publisher

Publisher Placement - Placement Id that tells where the Ad is displayed on the web page

Publisher Postback HTTP Status Code - The status code we get after we send the publisher postback

Publisher Postback URL - Publisher's postback URL that Swaarm sends to the publisher in case of conversion

Publisher Referrer - The address of the webpage where a person clicked on the Ad

Publisher Site - Publisher Site ID (e.g., abcgame_123) Id of the page where the Ad was shown

Publisher Sub Id - Publisher's Publisher ID (e.g., abc123)

Publisher Sub Sub Id - Publisher sub sub ID (e.g., abc123_def)

Publisher Unique1 - Spare parameter 1 in which any additional field can be sent by the publisher

Publisher Unique2 - Spare parameter 2 in which any additional field can be sent by the publisher

Publisher Unique3 - Spare parameter 3 in which any additional field can be sent by the publisher

Publisher Referrer

Publisher Term - The search term passed by the publisher
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Skad Postback Ad Network Id - Network Id that Apple gives to the Ad network

Skad Postback App Id - For which app the postback belongs to

Skad Postback Attribution Signature - Postback signature that validates the postback was sent by Apple

Skad Postback Campaign Id - Helps in identifying for which pub the postback belongs to

Skad Postback Conversion Value - Provided by Apple to adv to report events

Skad Postback Event Id - Event Id we get from the MMP, we send the postback from Apple to MMPs to get the event Id

Skad Postback Fidelity Type - It tells whether the attribution is on click or on impression (Boolean)

Skad Postback Re-download - App was uninstalled and installed again (Boolean)

Skad Postback Sale Amount - Revenue of the offer

Skad Postback Sale Amount Currency - Currency of the sale amount

Skad Postback Source App Id - Source app Id In which app the ad was shown

Skad Postback Transaction Id - Id for the conversion (postback Id) generated by Apple

Skad Postback Valid - If the postback was valid or not (we get it from MMP)

Skad Postback Version - Apple's postback version

Skad Postback Won - It tells whether Apple sends the postback for latest click only (Always true)