Advertising Report Metrics by Integration

The Advertising Report Metrics document outlines how the Unified.to platform standardizes and delivers advertising performance metrics from various platforms like Meta Ads, Google Ads, Google DV360, LinkedIn, and Microsoft Ads into a single, normalized reporting model. This system ensures that metrics such as clicks, impressions, conversions, and cost are consistently represented across different advertising platforms, simplifying cross-platform analysis. With a focus on standardizing 92 metrics, Unified.to addresses the diverse ways platforms report fundamental metrics by normalizing them into a common vocabulary. The document emphasizes that while eight core metrics are universally reported, there is significant variation in the depth and breadth of data provided by each integration. LinkedIn and Google DV360 are highlighted for their extensive and unique reporting capabilities, while Meta and Microsoft Ads provide more focused data sets. The document advises users to handle metrics defensively, checking for their presence rather than assuming availability, and to utilize the raw field for platform-specific details not captured in the normalized model.