What iCloud backup.
Purchased history for music, movies, TV shows, apps, and books
Your iCloud backup includes information about the content you have purchased, but not the purchased content itself. When you restore from an iCloud backup, your purchased content is automatically downloaded from the iTunes Store, App Store, or iBooks Store. Automatic downloading is based on iTunes in the Cloud availability by country, and previous purchases may be unavailable if they have been refunded or are no longer available in the store.
Photos and videos in your Camera Roll
Device settings
App data
Home screen and app organization
iMessage, text (SMS), and MMS messages
Ringtones
Visual Voicemail
Your iOS device backup only includes data and settings stored on your device. It doesn't include data already stored in iCloud, for example contacts, calendars, bookmarks, mail messages, notes, shared photo streams, My Photo Stream, and documents you save in iCloud using iOS apps and Mac apps.