Overview
The Conversion Report offers more than 200 fields you can use as display columns and filters. Fields are grouped into categories matching the structure in the platform. Use the table of contents to jump to the category you need.
💡 Select Default in the field picker to load the most commonly used fields for a quick start or Select All to include every available field.
App
App fields contain data about the app associated with the conversion - including the app's identity in Swaarm, its store listing, and custom event data passed alongside the conversion.
Field | Description | Example |
App Custom Event Numeric Value | A numeric value stored for the event; can be aggregated in reports |
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App Custom Event Value | A free-text field for any additional event information, including JSON |
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App Event ID | Swaarm-generated ID for the event associated with the conversion |
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App Event Name | Name of the event as configured in Swaarm |
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App ID | Swaarm's internal ID for the app |
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App Name | Name of the app as configured in Swaarm |
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App Source | Source of the app data |
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Store App ID | App Store or Google Play Store ID of the app |
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Store App Name | Official name of the app in the App Store / Google Play Store |
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App Vendor User ID | ID generated by Swaarm when a user installs the app |
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Attribution
Attribution fields contain data shared by the MMP (Mobile Measurement Partner) - the third-party attribution platform (e.g. Appsflyer, Adjust, Singular) that tracks and verifies installs and events on the advertiser's side.
Field | Description | Example |
Attribution Partner Ad Group Name | Name of the ad group containing one or more ads with similar targets |
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Attribution Partner Ad ID | Unique identifier for the ad in the advertiser's account |
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Attribution Partner Aggregated Event Value | Aggregated monetary value associated with the event |
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Attribution Partner App Version | App version shown in the App Store / Play Store |
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Attribution Partner Click Attribution Window | Number of days between ad click/view and app install that qualifies for attribution |
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Attribution Partner Click Time | Timestamp of the user click as reported by the MMP |
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Attribution Partner Conversion Duration | CTIT as reported by the MMP - time between click and conversion |
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Attribution Partner Conversion Time | Conversion timestamp shared by the MMP |
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Attribution Partner CPU Type | CPU type of the user's device |
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Attribution Partner Creative Name | Filename of the ad creative (image/GIF) |
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Attribution Partner Deeplink | Deeplink URL directing to a specific page within the app |
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Attribution Partner Domain | Domain associated with the attribution partner |
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Attribution Partner Event ID | Event ID shared by the MMP |
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Attribution Partner Event Name | Event name as reported by the MMP |
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Attribution Partner Event Value | Additional information associated with the event |
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Attribution Partner First Event | Indicates whether this is the first time this event was triggered by the user |
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Attribution Partner GP Installed At | App installation timestamp per Google Play Store |
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Attribution Partner GP Opened At | Timestamp of first app open per Google Play Store |
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Attribution Partner Hardware Name | Hardware name of the user's device |
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Attribution Partner ID For Vendor | Identifier for vendor (IDFV) — unique per app developer on iOS |
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Attribution Partner Impression Based | Indicates whether the conversion was attributed via a view-through impression (VTA) |
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Attribution Partner Install Begin Time | Timestamp when app installation began |
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Attribution Partner Install Finish Time | Timestamp when app installation completed |
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Attribution Partner Install Time | Timestamp when the app was first opened after install |
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Attribution Partner Lifetime Sessions Count | Total number of times the user has opened the app over their lifetime |
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Attribution Partner Match Type | Attribution match type used to attribute the conversion |
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Attribution Partner Network Type | Network type of the user's device |
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Attribution Partner Partner Parameters | Publisher parameters shared by the MMP |
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Attribution Partner Postback ID | Unique postback ID shared by the MMP |
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Attribution Partner Publisher Sub ID | Publisher source ID as reported by the MMP |
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Attribution Partner Rejection Reason | Rejection reason for the conversion shared by the MMP |
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Attribution Partner Rejection Reason Sub Value | Sub-value providing additional detail on the rejection reason |
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Attribution Partner Rejection Reason Value | Value associated with the rejection reason |
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Attribution Partner Retargeting | Indicates whether the conversion is a retargeting event |
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Attribution Partner Sale Amount | Revenue amount passed by the advertiser in the postback |
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Attribution Partner Sale Amount Currency | Currency of the sale amount |
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Attribution Partner SDK Version | SDK version number shared by the MMP |
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Attribution Partner Sessions Count | Number of times the user has opened the app in the current period |
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Attribution Partner SKAD MMP Provided | Indicates whether SKAD postback verification was done by the MMP |
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Attribution Partner Status | Conversion status reported by the MMP |
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Attribution Partner Tracker Name | MMP tracker name |
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Attribution Partner Tracking Enabled | Indicates whether tracking is enabled by the MMP |
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Attribution Partner Tracking Limited | Indicates whether tracking is limited by the MMP (e.g. ATT not granted) |
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Attribution Partner Uniqueness Identifier | Unique identifier used by the MMP to deduplicate conversions |
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Postback
Postback fields contain data received in the postback sent by the advertiser to Swaarm when a conversion occurs. This includes device, geo, connection, and identity data at the time of conversion.
Field | Description | Example |
Postback Connection Carrier Code | Mobile carrier code of the user at the time of conversion |
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Postback Connection IP | IP address of the user at the time of conversion |
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Postback Connection ISP | Internet service provider of the user at the time of conversion |
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Postback Connection MCC | Mobile Country Code identifying the user's country in mobile telecommunications |
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Postback Connection MNC | Mobile Network Code identifying the user's mobile network operator |
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Postback Connection Type | Type of internet connection at the time of conversion |
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Postback CTIT | Time from user click to first app open |
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Postback Device Browser | User's device browser at the time of conversion |
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Postback Device Browser Version | Browser version of the user's device |
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Postback Device In App | Indicates whether the ad was opened in an app or on the web |
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Postback Device Language | Language of the user's device |
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Postback Device Make | Manufacturer of the user's device |
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Postback Device Model | Model of the user's device |
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Postback Device OS | Operating system of the user's device |
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Postback Device OS Version | OS version of the user's device |
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Postback Device Type | Device type |
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Postback Device UA | User agent of the user's device |
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Postback Ext Offer ID | External offer ID received from the publisher's click |
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Postback Ext Publisher ID | Publisher's own ID received from the click |
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Postback Geo City | City based on the IP address received in the postback |
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Postback Geo Country | Country received in the postback; can be overwritten by the MMP in privacy-enabled postbacks |
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Postback Geo Lat | Latitude based on the IP address received in the postback |
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Postback Geo Lon | Longitude based on the IP address received in the postback |
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Postback Geo Region | State/region received in the postback; overwritten by MMP when IP is not received |
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Postback Geo UTC Offset | Difference in minutes from UTC |
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Postback Geo Zip | Zip code received in the postback |
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Postback ID | Swaarm-generated unique postback ID |
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Postback IDs GAID | Google Advertiser ID — anonymised device identifier for Android |
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Postback IDs IDFA | Identifier for Advertisers — anonymised device identifier for iOS |
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Postback Impression Attribution | Indicates whether the conversion was attributed via a view-through impression |
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Postback Modification Descriptions | Log of changes made to the postback after it was received |
*281 - user id in Swaarm |
Postback PEA Chain | Token containing campaign and traffic source information received from the advertiser |
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Postback Reversed | Indicates whether the postback was reversed |
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Postback Security Token | Swaarm-generated security token available under Advertiser → Postback Links |
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Postback Server IP | IP address of the server that sent the postback |
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Postback Server UA | User agent of the postback server |
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Postback Time | Timestamp when the postback was received by Swaarm |
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Postback Was Modified | Indicates whether the postback was modified after being received |
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Evaluation
Evaluation fields show how Swaarm processed the conversion - whether it was approved or rejected, whether the postback was passed to the publisher, and which optimization rules were applied or caused a failure.
ℹ️ For a full explanation of how Decision and Status work, possible values, and which optimization rules affect them → How Swaarm works: traffic flow overview For decision rules → Postback Decision Optimization Rules For status rules → Postback Status Optimization Rules
Field | Description | Examples |
Evaluation Decision | Shows whether the postback is sent to the publisher or not |
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Evaluation Decision Active Rules | Optimization rules that were active when the decision was made |
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Evaluation Decision Failed Rules | Optimization rules that caused the postback not to be passed to the publisher |
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Evaluation Decision Failed Sub Rules | Detailed information about the specific rule that caused the decision to fail |
*1234 - optimization rule id |
Evaluation Original Decision | The original decision before any manual override |
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Evaluation Original Status | The original status before any manual override |
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Evaluation Status | Whether the postback is Approved, Pending, or Rejected |
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Evaluation Status Active Rules | Optimization rules that were active when the status was set |
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Evaluation Status Failed Rules | Optimization rules that caused the postback to be set to Pending or Rejected |
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Evaluation Status Failed Sub Rules | Detailed information about the specific rule that caused the status to fail |
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Click
Click fields contain data captured at the moment the user clicked on the ad - including device, connection, geo, and identity data at click time. These fields are useful for comparing click-level data against postback data to detect discrepancies.
Field | Description | Example |
Click ID | Unique click ID generated by Swaarm |
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Click Offer Adgroup ID | ID of the ad group associated with the offer at click time |
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Click Offer Adgroup Name | Name of the ad group associated with the offer at click time |
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Click Offer Ad ID | ID of the ad associated with the offer at click time |
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Click Offer Ad Name | Name of the ad associated with the offer at click time |
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Click Offer Campaign ID | ID of the campaign associated with the offer at click time |
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Click Offer Campaign Name | Name of the campaign associated with the offer at click time |
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Click Offer Landing Page ID | ID of the landing page where the user arrived after clicking the ad |
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Click PEA Chain | Probabilistic attribution ID used when no click ID is received |
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Click Publisher Click ID | Click ID passed by the publisher in their tracking link |
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Click Recommendation Link ID | Smart Link ID if the click came via a Smart Link |
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Click Time | Timestamp when the user clicked the ad |
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Click User Connection Carrier Code | Mobile carrier code of the user at click time |
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Click User Connection IP | IP address of the user's device at click time |
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Click User Connection ISP | Internet service provider of the user's device at click time |
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Click User Connection MCC | Mobile Country Code of the user's network at click time |
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Click User Connection MNC | Mobile Network Code of the user's network at click time |
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Click User Connection Type | Internet connection type at click time |
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Click User Device Browser | Browser on the user's device at click time |
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Click User Device Browser Version | Browser version at click time |
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Click User Device In App | Indicates whether the ad was opened in an app or on the web |
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Click User Device Language | Language of the user's device at click time |
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Click User Device Make | Manufacturer of the user's device at click time |
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Click User Device Model | Model of the user's device at click time |
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Click User Device OS | Operating system of the user's device at click time |
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Click User Device OS Version | OS version of the user's device at click time |
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Click User Device Preferred Language | Preferred language set on the user's device |
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Click User Device Type | Device type at click time |
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Click User Device UA | User agent of the user's device at click time |
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Click User Geo City | City in which the user clicked the ad |
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Click User Geo Country | Country in which the user clicked the ad |
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Click User Geo Lat | Latitude of the user's location at click time |
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Click User Geo Lon | Longitude of the user's location at click time |
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Click User Geo Region | State/region in which the user clicked the ad |
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Click User Geo UTC Offset | Difference in minutes from UTC at click time |
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Click User IDs GAID | Google Advertiser ID at click time |
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Click User IDs ID | Generic device ID captured at click time |
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Click User IDs IDFA | Identifier for Advertisers at click time |
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Click User IDs MSISDN | Mobile phone number of the user where available |
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Advertiser
Advertiser fields contain data about the advertiser and their account manager associated with the conversion.
Field | Description | Example |
Advertiser ID | Swaarm's internal ID for the advertiser |
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Advertiser Manager ID | ID of the account manager assigned to the advertiser |
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Advertiser Manager Name | Name of the account manager assigned to the advertiser |
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Advertiser Name | Name of the advertiser as configured in Swaarm |
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Advertiser Offer ID | Offer ID in Advertiser's system |
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Advertiser Postback | Postback URL received for this conversion |
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Offer
Offer fields contain data about the offer associated with the conversion — including IDs, names, event details, and payout information.
Field | Description | Example |
Offer Advertiser Event ID | Advertiser's ID for the event associated with the conversion |
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Offer Event ID | Swaarm's internal ID for the event associated with the conversion |
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Offer Event Name | Name of the event as configured in Swaarm |
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Offer ID | Swaarm's internal ID for the offer |
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Offer Name | Name of the offer as configured in Swaarm |
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Offer Original Currency | Original currency configured for the offer |
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Offer Original They Get | Cost forwarded to the publisher in the offer's original currency |
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Offer Original We Get | Revenue received from the advertiser in the offer's original currency |
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Offer Targeted Payout ID | ID of the targeted payout rule applied to this conversion |
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Offer Targeted Payout Name | Name of the targeted payout rule applied to this conversion |
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Offer They Get | Cost forwarded to the publisher in USD |
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Offer They Get Currency | Currency in which the cost is forwarded to the publisher |
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Offer They Get Points | Points value forwarded to the publisher if using a points-based payout model |
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Offer We Get | Revenue received from the advertiser in USD |
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Offer We Get Currency | Currency in which the revenue is received from the advertiser |
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Publisher
Publisher fields contain data about the publisher and their traffic associated with the conversion - including sub IDs, postback details, and account manager information.
Field | Description | Example |
Publisher Accept Header | HTTP accept header sent by the publisher's browser |
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Publisher App ID | ID of the app showing the ad on the publisher's side |
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Publisher App Name | Name of the app showing the ad on the publisher's side |
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Publisher Creative | Filename of the creative sent by the publisher |
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Publisher Creative ID | ID of the creative sent by the publisher |
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Publisher Group ID | Swaarm's publisher group ID if the publisher belongs to a group |
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Publisher ID | Swaarm's internal ID for the publisher |
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Publisher Manager ID | ID of the account manager assigned to the publisher |
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Publisher Manager Name | Name of the account manager assigned to the publisher |
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Publisher Name | Name of the publisher as configured in Swaarm |
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Publisher Original Sub ID | Original sub ID passed by the publisher before any modification |
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Publisher PEA Chain | PEA chain passed by the publisher |
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Publisher Placement | Placement ID indicating where the ad is displayed |
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Publisher Postback HTTP Status Code | HTTP status code received after Swaarm fired the publisher postback |
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Publisher Postback URL | Postback URL that was fired to the publisher |
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Publisher Referrer | Referrer URL passed by the publisher at click time |
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Publisher Site | Site name passed by the publisher |
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Publisher Sub ID | Sub ID used in the publisher's tracking link |
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Publisher Sub Sub ID | Secondary sub ID used in the publisher's tracking link |
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Publisher Term | Search term passed by the publisher |
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Publisher Unique1 | Custom parameter 1 passed by the publisher |
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Publisher Unique2 | Custom parameter 2 passed by the publisher |
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Publisher Unique3 | Custom parameter 3 passed by the publisher |
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Publisher Unique4 | Custom parameter 4 passed by the publisher |
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Publisher Unique5 | Custom parameter 5 passed by the publisher |
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Publisher Unique6 | Custom parameter 6 passed by the publisher |
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Publisher Unique7 | Custom parameter 7 passed by the publisher |
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Publisher Unique8 | Custom parameter 8 passed by the publisher |
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Publisher Unique9 | Custom parameter 9 passed by the publisher |
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SkAD
SkAD (SKAdNetwork) fields contain data from Apple's privacy-preserving attribution framework for iOS. These fields are only populated for conversions attributed via SKAdNetwork postbacks.
ℹ️ SKAdNetwork is Apple's framework for measuring ad campaign performance on iOS while preserving user privacy. Conversions attributed via SkAD do not include device-level data such as IDFA.
Field | Description | Example |
SkAD Postback Ad Network ID | ID of the ad network that served the ad |
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SkAD Postback App ID | App Store ID of the advertised app |
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SkAD Postback Attribution Signature | Cryptographic signature used to verify the authenticity of the SkAD postback |
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SkAD Postback Campaign ID | ID of the campaign as defined in SKAdNetwork |
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SkAD Postback Conversion Value | Conversion value (0–63) set by the advertiser to encode post-install event data |
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SkAD Postback Event ID | Swaarm event ID associated with the SkAD postback |
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SkAD Postback Fidelity Type | Attribution fidelity type — indicates whether attribution is view-through or click-through |
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SkAD Postback Redownload | Indicates whether the conversion is a redownload of a previously installed app |
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SkAD Postback Sale Amount | Sale amount passed in the SkAD postback |
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SkAD Postback Sale Amount Currency | Currency of the sale amount |
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SkAD Postback Source App ID | App Store ID of the app where the ad was displayed |
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SkAD Postback Transaction ID | Unique transaction ID for the SkAD postback |
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SkAD Postback Valid | Indicates whether the SkAD postback passed signature validation |
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SkAD Postback Version | SKAdNetwork version used for this postback |
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SkAD Postback Won | Indicates whether this ad network won the attribution |
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Search
Search fields contain data related to search-based traffic and monetization. These fields are populated when conversions come from search campaigns and are used to measure search traffic quality and performance.
Field | Description | Example |
Search Metrics Ad Clicks | Number of clicks on ads within the search results |
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Search Metrics Monetized Searches | Number of searches that returned at least one paid ad result |
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Search Metrics Searches | Total number of searches performed |
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Search Quality Advertiser Coverage | Percentage of searches that returned at least one advertiser result |
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Search Quality Advertiser Score | Quality score assigned to the advertiser based on search performance |
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Search Quality Followup Searches | Number of follow-up searches performed after the initial search |
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Search Quality Initial Searches | Number of initial searches performed |
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Search Quality Search Engine Coverage | Percentage of searches covered by the search engine |
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Search Quality Search Engine Followup Searches | Number of follow-up searches performed via the search engine |
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Search Quality Search Engine Initial Searches | Number of initial searches performed via the search engine |
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Search Quality Search Engine Score | Quality score assigned to the search engine based on performance |
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Redirect URL
The Redirect URL field contains the final destination URL the user was redirected to after clicking the ad.
Field | Description | Example |
Redirect URL | The full tracking link the user was redirected to - includes the base URL from the offer settings plus all parameters passed by the publisher and filled in by Swaarm at click time |
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