> For the complete documentation index, see [llms.txt](https://www.analytics-docs.laplacetec.com/guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.analytics-docs.laplacetec.com/guide/en/startguide/connect/columns/ad.md).

# Ad columns

This data holds ad spend, impressions, clicks, and conversions by channel.

## Fields that identify a record (identifier keys)

Use these seven together: `Ad date/time` · `Ad account ID` · `Ad channel` · `Ad creative ID` · `Ad group ID` · `Campaign ID` · `Keyword ID`.

For ads, a single row is defined only once you get down to "which date, which account, which campaign, and which creative." If all seven fields match, the rows are treated as the same record.

{% hint style="warning" %}
**Five of the seven accept a fixed value.** Some channels have no `Keyword ID` because they aren't keyword ads, or no `Ad creative ID` because creatives aren't split out. In those cases, enter a fixed value such as the channel name.

Only two fields can't take a fixed value: **`Ad date/time` and `Ad account ID`**. These two are the keys that separate ad rows, so fixing them as well would make all your ad data look like a single record.
{% endhint %}

## Does ad spend include VAT?

`Ad spend (incl. VAT)` is, as the name says, **an amount that includes VAT**.

When Laplace collects directly from ad channels, it multiplies amounts by 1.1 for channels that report spend excluding VAT, to match this basis. When you enter data yourself in a sheet, use the VAT-inclusive amount so that comparisons across channels line up.

## Field list (23)

| Screen label              | Type     | Required                  | Fixed value |
| ------------------------- | -------- | ------------------------- | ----------- |
| Ad date/time              | Datetime | Required (identifier key) | Not allowed |
| Ad account name           | Text     | Required                  | Allowed     |
| Ad account ID             | Text     | Required (identifier key) | Not allowed |
| Campaign name             | Text     | Required                  | Allowed     |
| Campaign ID               | Text     | Required (identifier key) | Allowed     |
| Campaign type             | Text     | -                         | Allowed     |
| Ad group name             | Text     | Required                  | Allowed     |
| Ad group ID               | Text     | Required (identifier key) | Allowed     |
| Keyword                   | Text     | -                         | Allowed     |
| Keyword ID                | Text     | Required (identifier key) | Allowed     |
| Ad creative name          | Text     | Required                  | Allowed     |
| Ad creative ID            | Text     | Required (identifier key) | Allowed     |
| Ad channel                | Text     | Required (identifier key) | Allowed     |
| Ad spend (incl. VAT)      | Number   | Required                  | Allowed     |
| Impressions               | Number   | -                         | Allowed     |
| Clicks                    | Number   | -                         | Allowed     |
| Conversions               | Number   | -                         | Allowed     |
| Conversion value          | Number   | -                         | Allowed     |
| Direct conversions        | Number   | -                         | Allowed     |
| Direct conversion value   | Number   | -                         | Allowed     |
| Assisted conversions      | Number   | -                         | Allowed     |
| Assisted conversion value | Number   | -                         | Allowed     |
| Landing URL               | Text     | -                         | Allowed     |