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Last updated: November 3, 2025
64 dimensions
59 metrics
This reference covers all available dimensions and metrics for Mercado Ads data through Detrics. Use this guide to understand what data you can extract and how to structure your queries.
Supported destinations:
Google Sheets

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Dimensions

Dimensions are the attributes you can use to segment and group your Mercado Ads data.

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Most Used
Advertiser ID
Unique identifier of the advertiser who invests budget to create and distribute ads.

Field Name: advertiser_id
Type: dimension
Advertiser Name
Name of the advertiser account.

Field Name: advertiser_name
Type: dimension
Campaign ID
Unique identifier for the advertising campaign.

Field Name: campaign_id
Type: dimension
Campaign Name
Name assigned to the advertising campaign.

Field Name: campaign_name
Type: dimension
Ad Type
Type of advertisement format being used: Brand Ads, Product Ads & Display Ads

Field Name: ad_type
Type: dimension

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Common Dimensions
Site ID
Country identifier (e.g., MLB for Brazil, MLM for Mexico, MLA for Argentina).

Field Name: site_id
Type: dimension
Country Name
Name of the country where the campaign is running.

Field Name: country_name
Type: dimension
Campaign Currency
Currency used for the campaign budget and costs.

Field Name: campaign_currency
Type: dimension
Campaign Status
Current state of the campaign. Values: active, paused, disabled.

Field Name: campaign_status
Type: dimension
Campaign Budget
Daily budget allocated for the campaign. Unused budget rolls over to following days within the month.

Field Name: campaign_budget
Type: dimension

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Product Ads
Campaign Strategy
Campaign objective strategy. Values: PROFITABILITY (5-15% ACOS), INCREASE (15-30% ACOS), VISIBILITY (>30% ACOS).

Field Name: campaign_strategy
Type: dimension
Campaign Channel
Sales channel for the campaign. Values: marketplace (Mercado Libre), mshops (Mercado Shops).

Field Name: campaign_channel
Type: dimension
Campaign ACOS Target
Target Advertising Cost of Sales percentage. Algorithm uses this to optimize bidding and budget allocation.

Field Name: campaign_acos_target
Type: dimension
Campaign ACOS Top Search Target
Target ACOS specifically for top search positions.

Field Name: campaign_acos_top_search_target
Type: dimension
Campaign Salesforce Event ID


Field Name: campaign_salesforce_event_id
Type: dimension
Campaign Automatic Budget
Indicates if the campaign uses automatic budget management.

Field Name: campaign_automatic_budget
Type: dimension
Campaign Last Updated
Date and time when the campaign was last modified.

Field Name: campaign_last_updated
Type: dimension
Campaign Date Created
Date and time when the campaign was created.

Field Name: campaign_date_created
Type: dimension

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Brand Ads
Campaign Type
Type of Brand Ads campaign. Values: custom (user-managed), automatic (platform-managed).

Field Name: campaign_type
Type: dimension
Campaign Headline
Title or tagline displayed in the Brand Ads advertising space.

Field Name: campaign_headline
Type: dimension
Campaign End Date
Date when the campaign is scheduled to end.

Field Name: campaign_end_date
Type: dimension
Campaign Moderation Status
Review status of the campaign content.

Field Name: campaign_moderation_status
Type: dimension

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Display Ads
Campaign Goal
Campaign objective. Values: awareness, consideration, conversion, guaranteed.

Field Name: campaign_goal
Type: dimension
Campaign Start Date
Date when the campaign begins running.

Field Name: campaign_start_date
Type: dimension

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Product
Product Item ID
Unique identifier of the product item.

Field Name: product_item_id
Type: dimension
Product Title
Name or title of the advertised product.

Field Name: product_title
Type: dimension
Product Price
Current selling price of the product.

Field Name: product_price
Type: dimension
Product Thumbnail
Image Thumbnail IMAGE sheets formula

Field Name: product_thumbnail
Type: dimension
Product Thumbnail URL
URL of the product thumbnail image.

Field Name: product_thumbnail_url
Type: dimension
Product Status
Current status of the product listing. Values: active, paused, hold, idle, delegated, revoked.

Field Name: product_status
Type: dimension
Product Permalink
Permanent URL link to the product listing page.

Field Name: product_permalink
Type: dimension
Product Brand Value ID
Unique identifier of the product brand.

Field Name: product_brand_value_id
Type: dimension
Product Brand Value Name
Brand name associated with the product.

Field Name: product_brand_value_name
Type: dimension
Product Condition
Condition of the product. Values: new, used.

Field Name: product_condition
Type: dimension
Product Tags
Tags or labels associated with the product.

Field Name: product_tags
Type: dimension
Product Has Discount
Indicates if the product has an active discount. Based on difference between regular and sale price.

Field Name: product_has_discount
Type: dimension
Product Catalog Listing
Indicates if the product is part of the catalog listing.

Field Name: product_catalog_listing
Type: dimension
Product Logistic Type
Type of shipping logistics for the product.

Field Name: product_logistic_type
Type: dimension
Product Listing Type ID
Type of product listing (e.g., gold_pro, gold_special).

Field Name: product_listing_type_id
Type: dimension
Product Domain ID
Product category domain identifier.

Field Name: product_domain_id
Type: dimension
Product Buy Box Winner
Indicates if the product wins the catalog buy box. Prioritized in catalog competition.

Field Name: product_buy_box_winner
Type: dimension
Product Channel
Sales channel for the product. Values: marketplace, mshops.

Field Name: product_channel
Type: dimension
Product Official Store ID
Identifier of the official store selling the product.

Field Name: product_official_store_id
Type: dimension
Product Current Level
Seller reputation level for the product.

Field Name: product_current_level
Type: dimension
Product Deferred Stock
Indicates if product has manufacturing time. Products with immediate stock are prioritized.

Field Name: product_deferred_stock
Type: dimension
Product User Product ID


Field Name: product_user_product_id
Type: dimension
Product User Product Name


Field Name: product_user_product_name
Type: dimension
Product Recommended
Product Ads recommendation flag. Indicates good performance potential if advertising is activated.

Field Name: product_recommended
Type: dimension
Product Date Created
Date when the product listing was created.

Field Name: product_date_created
Type: dimension

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Keyword
Keyword Term
Search term or keyword phrase used for campaign targeting.

Field Name: keyword_term
Type: dimension
Keyword Type
Type of keyword. Values: custom (user-defined), suggested (platform-recommended).

Field Name: keyword_type
Type: dimension
Keyword Match Type
How closely the search query must match the keyword. Values: phrase, exact, broad.

Field Name: keyword_match_type
Type: dimension
Keyword Is Negative
Indicates if keyword is negative (campaign won’t show for this keyword).

Field Name: keyword_is_negative
Type: dimension
Keyword Goal CPC Max
Maximum cost-per-click bid for the keyword. Falls back to campaign CPC if not set.

Field Name: keyword_goal_cpc_max
Type: dimension
Keyword Is Deleted
Indicates if the keyword has been deleted from the campaign.

Field Name: keyword_is_deleted
Type: dimension

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Line Item
Line Item ID
Unique identifier for the line item within a campaign.

Field Name: line_item_id
Type: dimension
Line Item Name
Name of the line item configuration.

Field Name: line_item_name
Type: dimension
Line Item Status
Current status of the line item. Values: active, paused.

Field Name: line_item_status
Type: dimension
Line Item Type
Type based on creative format. Values: Display, Social (vertical video), Video (horizontal).

Field Name: line_item_type
Type: dimension
Line Item Start Date
Date when the line item begins running.

Field Name: line_item_start_date
Type: dimension
Line Item End Date
Date when the line item stops running.

Field Name: line_item_end_date
Type: dimension

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Creative
Creative ID
Unique identifier for the creative asset.

Field Name: creative_id
Type: dimension
Creative Name
Name of the creative element.

Field Name: creative_name
Type: dimension
Creative Status
Review status of the creative. Values: active, in review, rejected.

Field Name: creative_status
Type: dimension

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Metrics

Metrics are the numerical values you can measure and analyze from your Mercado Ads campaigns.

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Most Used
Cost
Total amount spent on advertising. Also referred to as consumed budget or investment.

Field Name: cost
Type: metric
Clicks
Number of times users clicked on your ads.

Field Name: clicks
Type: metric
Impressions
Number of times your ads were displayed to users.

Field Name: impressions
Type: metric
CPC
Cost Per Click - average amount paid for each click. Formula: cost / clicks.

Field Name: cpc
Type: metric
CTR
Click-Through Rate - percentage of impressions that resulted in clicks. Formula: (clicks / impressions) * 100.

Field Name: ctr
Type: metric
CVR
Conversion Rate - percentage of clicks that resulted in conversions. Formula: (conversions / clicks) * 100.

Field Name: cvr
Type: metric
ACOS
Advertising Cost of Sales - advertising spend as percentage of revenue. Formula: (cost / revenue) * 100.

Field Name: acos
Type: metric

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Product Ads
Direct Amount
Revenue from direct sales attributed to your Product Ads.

Field Name: direct_amount
Type: metric
Indirect Amount
Revenue from indirect/assisted sales influenced by your ads.

Field Name: indirect_amount
Type: metric
Total Amount
Total revenue from all sales attributed to your Product Ads (direct + indirect).

Field Name: total_amount
Type: metric
Direct Units Quantity
Number of units sold in direct sales from advertising.

Field Name: direct_units_quantity
Type: metric
Indirect Units Quantity
Number of units sold in indirect/assisted sales from advertising.

Field Name: indirect_units_quantity
Type: metric
Units Quantity
Total units sold attributed to your ads across all purchases.

Field Name: units_quantity
Type: metric
Direct Items Quantity
Number of direct sales transactions from advertising.

Field Name: direct_items_quantity
Type: metric
Indirect Items Quantity
Number of indirect/assisted sales transactions from advertising.

Field Name: indirect_items_quantity
Type: metric
Advertising Items Quantity
Total number of sales transactions attributed to advertising.

Field Name: advertising_items_quantity
Type: metric
Organic Units Quantity
Number of units sold without advertising (organic sales).

Field Name: organic_units_quantity
Type: metric
Organic Items Quantity
Number of sales transactions without advertising (organic sales).

Field Name: organic_items_quantity
Type: metric
Organic Units Amount
Revenue from sales without advertising (organic revenue).

Field Name: organic_units_amount
Type: metric
ROAS
Return on Ad Spend - revenue generated per unit of ad spend. Formula: revenue / cost.

Field Name: roas
Type: metric
SOV
Share of Voice - percentage of advertising sales over total sales.

Field Name: sov
Type: metric
Impression Share
Percentage of impressions won out of total eligible impressions. Shows how often your ads appeared.

Field Name: impression_share
Type: metric
Top Impression Share
Percentage of auctions won in top search positions out of total eligible auctions.

Field Name: top_impression_share
Type: metric
Lost Impression Share By Budget
Percentage of impressions lost due to insufficient budget. Consider increasing budget.

Field Name: lost_impression_share_by_budget
Type: metric
Lost Impression Share By Ad Rank
Percentage of impressions lost due to low ad rank. Consider improving CPC or product quality.

Field Name: lost_impression_share_by_ad_rank
Type: metric
ACOS Benchmark
Target ACOS used by successful ads with good impressions and sales performance.

Field Name: acos_benchmark
Type: metric

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Brand Ads
Attribution Order Conversions
Number of purchases made after users clicked on your Brand Ads.

Field Name: attribution_order_conversions
Type: metric
Attribution Order Amount
Total revenue from sales attributed to your Brand Ads clicks.

Field Name: attribution_order_amount
Type: metric
Leads
Number of potential buyers who asked questions or contacted via WhatsApp after clicking ads.

Field Name: leads
Type: metric
Won Auctions
Percentage of times a keyword won the auction for ad placement.

Field Name: won_auctions
Type: metric

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Display Ads
CPM
Cost Per Thousand Impressions - average cost for 1,000 ad impressions.

Field Name: cpm
Type: metric
Reach
Number of unique users who saw your ads.

Field Name: reach
Type: metric
Active Views
Times users viewed the first 6 seconds of Social and Video ads.

Field Name: active_views
Type: metric
Completed Views
Times users watched your complete Social and Video ads.

Field Name: completed_views
Type: metric
Average Frequency
Average number of times a unique user saw your ads.

Field Name: average_frequency
Type: metric
Event Time CPA Order
Cost per order acquisition based on event date. Formula: cost / orders.

Field Name: event_time_cpa_order
Type: metric
Event Time CPA PPV
Cost per product page view based on event date. Formula: cost / page views.

Field Name: event_time_cpa_ppv
Type: metric
Event Time ROAS
Return on ad spend attributed by event date. Formula: revenue / cost.

Field Name: event_time_roas
Type: metric
Event Time Units Quantity
Units sold attributed to the exact date of the action.

Field Name: event_time_units_quantity
Type: metric
Event Time Direct Amount
Direct revenue attributed to the exact date of purchase.

Field Name: event_time_direct_amount
Type: metric
Event Time Direct Item Quantity
Direct sales count attributed to the exact date of purchase.

Field Name: event_time_direct_item_quantity
Type: metric
Event Time Attribution PPV
Product page views after ad interaction, attributed by event date.

Field Name: event_time_attribution_ppv
Type: metric
Event Time Attribution Add To Cart
Add to cart actions after ad interaction, attributed by event date.

Field Name: event_time_attribution_add_to_cart
Type: metric
Event Time Attribution Bookmark
Product bookmarks/favorites after ad interaction, attributed by event date.

Field Name: event_time_attribution_bookmark
Type: metric
Event Time Attribution Checkout
Checkout starts after ad interaction, attributed by event date.

Field Name: event_time_attribution_checkout
Type: metric
Event Time Attribution Leads
Leads generated after ad interaction, attributed by event date.

Field Name: event_time_attribution_leads
Type: metric
Event Time CPL
Cost per lead based on event date. Formula: cost / leads.

Field Name: event_time_cpl
Type: metric
Touch Point CPA Order
Cost per order attributed to ad click/impression date. Formula: cost / orders.

Field Name: touch_point_cpa_order
Type: metric
Touch Point CPA PPV
Cost per page view attributed to ad click/impression date. Formula: cost / page views.

Field Name: touch_point_cpa_ppv
Type: metric
Touch Point ROAS
Return on ad spend attributed to ad click/impression date. Formula: revenue / cost.

Field Name: touch_point_roas
Type: metric
Touch Point Units Quantity
Units sold attributed to the date of ad click or impression.

Field Name: touch_point_units_quantity
Type: metric
Touch Point Direct Amount
Direct revenue attributed to the date of ad click or impression.

Field Name: touch_point_direct_amount
Type: metric
Touch Point Direct Item Quantity
Direct sales count attributed to the date of ad click or impression.

Field Name: touch_point_direct_item_quantity
Type: metric
Touch Point Attribution PPV
Product page views attributed to ad click/impression date.

Field Name: touch_point_attribution_ppv
Type: metric
Touch Point Attribution Add To Cart
Add to cart actions attributed to ad click/impression date.

Field Name: touch_point_attribution_add_to_cart
Type: metric
Touch Point Attribution Bookmark
Product bookmarks attributed to ad click/impression date.

Field Name: touch_point_attribution_bookmark
Type: metric
Touch Point Attribution Checkout
Checkout starts attributed to ad click/impression date.

Field Name: touch_point_attribution_checkout
Type: metric
Touch Point Attribution Leads
Leads generated attributed to ad click/impression date.

Field Name: touch_point_attribution_leads
Type: metric
Touch Point CPL
Cost per lead attributed to ad click/impression date. Formula: cost / leads.

Field Name: touch_point_cpl
Type: metric