Data reference - Adriel Knowledge Base

Introduction

Taboola is a global native advertising platform that distributes sponsored content and video ads across publisher sites. The connector pulls campaign architecture and performance from the Taboola Backstage API for the accounts selected during connection setup, and auto-detects whether each account is a standard content-discovery account or a video account so it can expose the right metric set. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect Taboola to Adriel.

Data refresh strategy

Architecture data

Architecture covers accounts, campaigns, and items (sponsored ads). It refreshes twice daily at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance for accounts, campaigns, and items. Real-time. Standard accounts are queried live from Taboola when a dashboard loads, so the latest values are available on demand. Video accounts are served from a daily cache to keep video reporting performant, so their numbers are current as of the most recent sync. Refresh schedule. Background syncs run at 0 minutes past the hour, every 6 hours (UTC), syncing the last 30 days for the campaign and ad-set breakdowns.

Architecture levels

Account → Campaign → Item (ad)

Date range limits

To keep query sizes manageable, date breakdowns are capped by granularity:

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Data requested beyond these windows may be truncated.

Metrics

How to read the columnsData type uses Adriel’s vocabulary — Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like impressions is the literal Taboola Backstage API field; italic marks a value Adriel computes or derives on its side rather than a single API field. Currency values are reported in each Taboola account’s configured currency.

Currency conversion. Each Taboola account’s currency comes from its Taboola settings. When an account’s currency differs from the workspace currency, costs are automatically converted to the workspace currency using the current day’s exchange rate.

Campaign Attributes

Metric	Description	Data type	API Key
Active Status	Whether the campaign, ad set, or ad is currently active.	Text	Adriel-side
Ad Account Name	The name of the Taboola advertiser account.	Text	`name`
Ad Name	The title or creative name of the Taboola ad.	Text	`title`, `custom_data.creative_name`, `creative_name`
Ad Set Name	The Taboola campaign name used as the ad set in this connector.	Text	`name`, `campaign_name`
Ad Spend	Total amount spent for the selected reporting rows.	Currency	`spent`
Bid Cap	Bid cap configured for the selected campaigns or ad sets.	Currency	Adriel-side
Bid Strategy	The bid values configured for the selected campaigns or ad sets.	Text	`cpc`
Budget	The configured budget for the selected campaigns or ad sets.	Text	`daily_cap`
Campaign Name	The name of the Taboola campaign.	Text	`name`, `campaign_name`
Creative Type	Format of the ad creative.	Text	Adriel-derived
Creative URL	A creative or destination URL associated with the ad, when available.	Text	`url`
Daily Budget	The daily budget cap configured for the selected campaigns or ad sets.	Currency	`daily_cap`
Ends	The scheduled end date of the Taboola campaign or ad set, when one is set.	Date	`end_date`
Landing URL	The landing page URLs used by the ads.	Text	`url`
Lifetime Budget	Total budget allocated for the campaign’s entire lifetime.	Currency	Adriel-side
Objective	The marketing objective selected for the campaign.	Text	`marketing_objective`
Starts	The scheduled start date of the Taboola campaign or ad set.	Date	`start_date`
Status (Text)	A human-readable label for the current delivery status.	Text	Adriel-side
Status (Toggle)	The current delivery status of the Taboola campaign, ad set, or ad.	Text	`status`, `campaign_status`
UTM Campaign	The UTM campaign values found in the ad destination URLs.	Text	`url`
UTM Content	The UTM content values found in the ad destination URLs.	Text	`url`
UTM Medium	The UTM medium values found in the ad destination URLs.	Text	`url`
UTM Source	The UTM source values found in the ad destination URLs.	Text	`url`
UTM Term	The UTM term values found in the ad destination URLs.	Text	`url`

UTM values are parsed by Adriel, not returned by Taboola. Adriel reads the UTM parameters from each ad’s configuration or landing URL and exposes them as metrics for rollup.

Campaign Structure

Metric	Description	Data type	API Key
Ad Account ID	The Taboola advertiser account ID.	Text	`account_id`
Ad ID	The Taboola ad or creative ID.	Text	`id`, `item`, `creative_id`
Ad Set ID	The Taboola campaign ID used as the ad set ID in this connector.	Text	`id`, `campaign`, `campaign_id`
Campaign ID	The Taboola campaign ID associated with the row.	Text	`id`, `campaign`, `campaign_id`
Channel	The Adriel sub-channel labels associated with the selected Taboola entities.	Text	Adriel-side

Click Performance

Metric	Description	Data type	API Key
Clicks (All)	The total clicks reported by Taboola for the selected rows.	Number	`clicks`
CPC	Cost per click — spend divided by clicks.	Currency	Adriel-computed
CPM	Cost per thousand impressions.	Currency	Adriel-computed
CTR	Click-through rate — clicks divided by impressions.	Percentage	Adriel-computed
Impressions	The total number of served ads.	Number	`impressions`
Link Clicks	The total number of clicks.	Number	`clicks`

Conversion Performance

Metric	Description	Data type	API Key
Conversion Value	Total revenue from conversions.	Currency	`conversions_value`
Result Indicator	The metric used to represent the result for the campaign’s objective.	Text	Adriel-derived
Results	Result summary reported for the campaign’s configured objective.	Text	Adriel-derived

Creative Attributes

Metric	Description	Data type	API Key
Creative Image	A reference to the ad’s creative image.	Text	Adriel-side

Engagement

Metric	Description	Data type	API Key
Video Impressions	The total video impressions reported for the selected rows.	Number	`impressions`

Taboola-specific

These metrics exist only for Taboola and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Video metrics populate for video accounts, which the connector detects and reports from a daily cache.

Metric	Description	Data type	API Key
Actions: Conversion Value	The conversion value reported alongside Taboola actions.	Currency	`conversions_value`
Ad Spend	Total amount spent for the selected reporting rows.	Currency	Adriel-side
Complete	The number of video playback events that reached 100% completion.	Number	`complete`
Completed Views	The number of video views that reached completion.	Number	`completed_views`
Completion Rate	The share of video views that reached completion.	Percentage	`completion_rate`
Cpa Actions Num	The total number of attributed actions or conversions.	Number	`cpa_actions_num`
Cpa Actions Num: Conversion Value	The conversion value reported alongside Taboola attributed actions.	Currency	`conversions_value`
Cpa Conversion Rate	Conversion rate based on attributed actions divided by clicks.	Percentage	`cpa_conversion_rate`
CPCV	Average cost per completed video view.	Currency	`cpcv`
First Quartile	The number of video playback events that reached 25% completion.	Number	`first_quartile`
Impressions Pct	Share of total campaign impressions attributed to the selected audience.	Percentage	`impressions_pct`
Mid Point	The number of video playback events that reached the 50% midpoint.	Number	`mid_point`
ROAS	Return on ad spend, calculated as conversion value divided by spend.	Ratio	`roas`
Third Quartile	The number of video playback events that reached 75% completion.	Number	`third_quartile`
Thirty Seconds Mark	The number of video playback events that reached the 30-second mark.	Number	`thirty_seconds_mark`
vCPM	Average cost per 1,000 viewable impressions.	Currency	`vcpm`
VCTR	Viewable click-through rate, calculated from clicks and viewable impressions.	Percentage	`vctr`
Viewability Rate	The share of impressions that were viewable.	Percentage	`viewability_rate`
Visible Impressions	The total number of viewable impressions.	Number	`visible_impressions`
Visible Impressions: Conversion Value	The conversion value reported alongside Taboola visible impressions.	Currency	`conversions_value`
Visible Impressions: CPA	The average spend per Taboola visible-impression conversion.	Currency	Adriel-computed
Visible Impressions: CVR	The conversion rate for Taboola visible impressions, calculated against all clicks.	Percentage	Adriel-computed
Visible Impressions: ROAS	The return on ad spend for the Taboola visible-impression conversion value.	Ratio	Adriel-computed

Breakdowns

Campaign Structure

Channel, Platform, and Status groupings are provided by Adriel for cross-connector consistency rather than returned by Taboola.

Breakdown	Description	API Key
Ad	Break down results by Taboola ad or creative.	Adriel-side
Ad Account	Break down results by Taboola advertiser account.	Adriel-side
Ad Name	Groups results by ad name.	Adriel-side
Ad Set	Break down results by the Taboola campaign used as the ad set in this connector.	Adriel-side
Ad Set Name	Groups results by ad set name.	Adriel-side
Campaign	Break down results by Taboola campaign.	Adriel-side
Campaign Name	Groups results by campaign name.	Adriel-side
Channel	Break down results by marketing channel.	Adriel-side
Objective	Break down results by campaign objective.	Adriel-side
Platform	Break down results by Adriel sub-channel.	Adriel-side
Status (Toggle)	Break down results by delivery status.	Adriel-side

Creatives

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description	API Key
Ad Copy	Word extracted from the creative text.	Adriel-side
Color Clustering	Dominant color cluster detected in the creative.	Adriel-side
Emoji Analysis	Emoji detected in the creative text or image analysis.	Adriel-side
Site	Break down results by publisher site name.	`site_name`

Date

Taboola returns daily records; Adriel aggregates them into these views for reporting.

Breakdown	Description	API Key
Auto Time Breakdown	Break down results by the default time granularity selected by Adriel.	Adriel-side
Daily Breakdown	Break down results by day.	Adriel-side
Monthly Breakdown	Break down results by month.	Adriel-side
Quarterly Breakdown	Break down results by calendar quarter.	Adriel-side
Week Date Breakdown	Break down results by the day of the week the activity occurred.	Adriel-side
Week Number Breakdown (W#)	Break down results by week number in the year.	Adriel-side
Weekly Breakdown (Start: Mon)	Break down results by week, starting Monday.	Adriel-side
Weekly Breakdown (Start: Sun)	Break down results by week, starting Sunday.	Adriel-side
Yearly Breakdown	Break down results by calendar year.	Adriel-side

For weekly, monthly, quarterly, and yearly breakdowns, if the date range does not align with the start and end of the period, the full period is still displayed, while the Total row continues to reflect the selected date range.

Others

Breakdown	Description	API Key
No Grouping	Show all selected data in a single group.	Adriel-side

Target

Breakdown	Description	API Key
Country	Break down results by country name.	`country_name`
Device Target	Break down results by platform or device target.	`platform_name`

Taboola-specific

These breakdowns exist only for Taboola and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Breakdown	Description	API Key
Audience	Break down results by Taboola audience segment.	`audience_name`

Limitations

Two account modes, auto-detected. Each Taboola account is standard (content discovery) or video at the platform level. The connector detects the mode and exposes the appropriate metric set. A data source cannot switch modes; mode changes require reconfiguration in Taboola.
Video accounts use a daily cache. Video reporting is served from a daily cache, so figures are accurate as of the latest sync. Standard accounts query Taboola live on every dashboard load.
One App ID, many data sources. A single App ID and App Secret pair can fan out to multiple data sources, one per selected account. Accounts are added or removed by editing the connection.
Currency follows the account. Spend and conversion value are reported in each account’s configured currency, converted to the workspace currency at the current day’s rate where they differ.
Dynamic conversions vary per account. Conversion events are imported automatically and appear only while the underlying event is active in the account, so available conversion metrics differ between accounts.
Deleted elements are not returned. After a campaign, ad set, or item is deleted in Taboola, its data is no longer provided.
Date-range caps. Daily, weekly, and monthly breakdowns are capped as described under Date range limits; data outside those windows may be truncated.

API references

Taboola Backstage API (Backstage API v1.0)

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Campaign Attributes

​Campaign Structure

​Click Performance

​Conversion Performance

​Creative Attributes

​Engagement

​Taboola-specific

​Breakdowns

​Campaign Structure

​Creatives

​Date

​Others

​Target

​Taboola-specific

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Campaign Attributes

Campaign Structure

Click Performance

Conversion Performance

Creative Attributes

Engagement

Taboola-specific

Breakdowns

Campaign Structure

Creatives

Date

Others

Target

Taboola-specific

Limitations

API references

See also