Knowledge Article

Overview

Report Builder dimensions in illumin define how performance data is calculated and interpreted across campaigns, audiences, creatives, and inventory sources. This glossary explains each dimension so marketers understand what each value represents in illumin reporting.

Account Information

Licensee Name

The name of the organization or entity licensed to use the platform. This typically represents the primary account holder.

Licensee ID

A system-generated unique identifier assigned to the licensee account. Used to reference the account across the platform and in reporting.

Advertiser Name

The name of the brand or company promoting products or services through campaigns on the platform.

Advertiser ID

A system-generated unique identifier assigned to the advertiser within the platform. Used to link campaigns, reporting, and billing.

Agency Name

The name of the agency managing campaigns on behalf of the advertiser.

Agency ID

A system-generated unique identifier assigned to the agency within the platform.

Sales Rep

The individual responsible for selling the platform services and supporting the account from a commercial perspective.

Partnership Manager

The individual responsible for managing the ongoing business relationship between the platform and the client, including strategy and account growth.

Industry

Categorizes results based on the advertiser’s industry classification. This dimension enables performance analysis by vertical.

Reporting Currency

The currency used to display all financial metrics (e.g. USD, EUR). This is a required field and ensures consistency across reporting.

Insertion Order ID

Shows campaign performance broken down by insertion order, using its unique ID as the reference point.

Journey

Journey Name

The name assigned to a journey. It represents a structured sequence of marketing activities across stages.

Journey ID

A system-generated unique identifier for the journey.

Journey Version

The version number of the journey, used to track updates or iterations over time.

Journey Type

The classification of the journey based on its structure or strategic purpose (e.g. full funnel, retargeting, acquisition).

Journey Stage Name

The name of a specific stage within a journey (e.g. Awareness, Engagement, Conversion).

Journey Stage ID

A system-generated unique identifier for the journey stage.

Path/Campaign Name

The name of a path or campaign within a journey. It represents a specific execution route or campaign grouping.

Path/Campaign ID

A system-generated unique identifier for the path or campaign.

Step/Tactic Name

The name of a step or tactic within a campaign, representing a specific media execution or targeting setup.

Step/Tactic ID

A system-generated unique identifier for the step or tactic.

Step/Tactic Type

The classification of the tactic based on media or channel type (e.g. Display, Video, Native, Audio).

Creative

Creative Name

The name assigned to an asset (i.e. ad content) in the creative library. Used to identify the ad in reporting and trafficking.

Creative ID

A system-generated unique identifier for the creative asset in the creative library.

Creative Type

The format of the creative asset (e.g. banner, video, native, audio).

Creative Size

The dimensions or specifications of the creative asset (e.g. 300x250, 1920x1080), depending on the format.

Pixel Dimension

Tracker Name

The human-readable name assigned to a tracking asset (e.g. Web pixel or Mobile app event) in the tracker library. This name helps users identify and manage trackers across campaigns and reports.

Tracker Key

A system-generated unique identifier for a tracker in the tracker library. This value is used internally to reference the tracker across integrations, reporting, and data processing.

Conversion Mapping

The name assigned to a specific conversion mapping configuration in the tracker library. A conversion mapping defines how a tracker event (e.g. a pixel fire) is interpreted and classified as a conversion.

Conversion Mapping ID

A system-generated unique identifier for a conversion mapping in the tracker library. This ID ensures the correct mapping is applied during data collection and reporting.

Conversion Mapping URL

The URL associated with a conversion mapping, typically used for pixel-based tracking. This URL defines the endpoint that is triggered when a conversion event occurs.

Order ID

A unique identifier passed with a conversion event, typically representing a transaction or conversion instance.

Conversion Type

A conversion type labels a conversion event so users can group and analyze results by action (e.g. site engagement, lead, etc.)

Conversion Label

A conversion label sets the priority of a conversion (primary, secondary, or tertiary) so users can evaluate performance based on importance.

Segment

Segment Name

The name of the audience segment. Metrics for users who belong to multiple segments are counted in each applicable segment, so totals may be duplicated. Summing metrics across segments is not recommended.

Segment ID

A system-generated unique identifier assigned to an audience segment. Used to reference the segment across targeting, reporting, and data integrations.

Segment Type

The classification of the audience segment based on its source or methodology (e.g. first-party, third-party).

Demographics

Age Range

The age group of users to whom ad impressions were served, based on available demographic data.

Gender

The gender of users to whom ad impressions were served, based on available demographic data.

Household Income

The household income range of users to whom ad impressions were served, based on available demographic data.

Marital Status

The marital status of users to whom ad impressions were served, based on available demographic data.

Geographic

Country

The country where users were located when the ad impression was served.

Region

The region (such as state or province) where users were located when the ad impression was served.

City

The city where users were located when the ad impression was served.

DMA / Metro

The Designated Market Area (DMA) or metropolitan region where users were located when the ad impression was served. DMAs represent U.S. media markets defined by shared access to local television, radio, and other media.

Zip / Postal Code

The ZIP or postal code where users were located when the ad impression was served.

Technology

Device Type

The category of device on which the ad impression was served (e.g. desktop, mobile).

Device Make

The manufacturer of the device on which the ad impression was served (e.g. Apple, Samsung).

Device Model

The specific model of the device on which the ad impression was served (e.g. iPhone 14, Galaxy S23).

OS

The operating system running on the device at the time the ad impression was served (e.g. iOS, Android, Windows).

Browser

The web browser in which the ad impression was served (e.g. Chrome, Safari, Firefox).

Supply Source

Deal Name

The name of the deal associated with the impression, used to break down performance by deal.

Deal ID

A system-generated or exchange-provided unique identifier assigned to the deal. Used to reference the deal across buying, targeting, and reporting.

Exchange

The name of the exchange or supply source where the impression was served.

Deal Type

The classification of the deal based on how inventory is transacted (e.g. open auction, private marketplace, programmatic guaranteed).

Site

Inventory Type

The type of inventory where the ad impression was served.

Site / App ID

A unique identifier assigned to a specific site or app within the platform or exchange.

Domain / App Bundle

The website domain or mobile app bundle identifier (e.g. App id - 11327622804) where the ad impression was served.

Site / App Name

The domain of the website or app name where the ad impression was served. This dimension is used to break down performance by site or app.

Site Section ID

A unique identifier representing a specific section or placement within a website.

App Store

The app marketplace associated with the application (e.g. Apple App Store, Google Play).

Exchange Publisher ID

A unique identifier assigned to the publisher by the exchange.

Venue Type

The classification of the physical environment where DOOH (Digital Out-of-Home) impressions were served (e.g. airport, transit, retail location).

Publisher

The name of the publisher that owns or operates the inventory where the ad impression was served.

Publisher Domain

The domain associated with the publisher. Used to break down performance by publisher website.

Content

CTV Network

The connected TV network or content provider where the ad impression was served. Used to break down performance by network.

CTV Channel

The specific channel or content stream within a connected TV network where the ad impression was served.

CTV Livestream

Breaks down performance based on whether ad impressions were served within live-streamed content on connected TV.

CTV Genre

The content category or genre of the connected TV programming where the ad impression was served (e.g. sports, news, entertainment).

Report Builder dimensions glossary