Marketing Event Data
This includes impressions (views) and clicks.
Impressions – the number of times an ad was viewed or displayed.
Clicks – the number of times an ad was clicked on.
User Event Data
Any user activity that is recorded.
This typically includes visits and conversions.
Visits – the number of sessions by a unique user on a site (1 unique visitor, 2 visits = 2)
Conversions - The desired outcome of a marketing activity or activities. This could be a purchase, quote, store visit, trial, etc. - an action or actions of a user.
A group of ads that may run for a specific period of time and target a specific demographic or segment of the population.
Dimension for which the attribution analysis can be run. This could be a channel, provider, placement, ad-size, creative, exposure, geo.