> ## Documentation Index
> Fetch the complete documentation index at: https://support.detrics.io/llms.txt
> Use this file to discover all available pages before exploring further.
# Mercado Ads Metrics & Dimensions
> Complete reference for Mercado Ads dimensions and metrics
**Last updated:** July 31, 2026
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
Claude
BigQuery
## Dimensions
Dimensions are the attributes you can use to segment and group your Mercado Ads data.
### 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 |
### 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 |
### 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 |
### 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 |
### 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 |
### 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 |
### 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 |
### 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 |
### 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 |
## Metrics
Metrics are the numerical values you can measure and analyze from your Mercado Ads campaigns.
### 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 |
### Product Ads
| | |
| -------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| TACoS
| Total Advertising Cost of Sales - ad spend as a percentage of TOTAL revenue (organic + ad-attributed). Formula: (cost / total revenue) \* 100. Unlike ACoS, which only uses ad-attributed revenue. Product Ads only.
**Field Name:** `tacos`
**Type:** metric |
| 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 |
### 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 |
### 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 |
***
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