Documentationtable definitions

Table of contents

Overview

Attributions and costs

Conversions


Overview

In this article, you’ll be able to find information and answers to the data structure. After setting up our platform, you’ll have access to the data through a dashboard or through the API. Below, you’ll find all the tables, their columns and metrics we make available in our dashboards or through the API. 

For more information on the API please refer to our API documentation.

 


Attributions and costs

The attribution and costs table is, as the name implies a table which contains all the information about the conversions joined with the costs from the respective channels. The name of the attributions and costs table is [yourcustomername]_attributions_and_costs

The attributions and costs table contains the following fields:

Column NameVerbose Name (in Dashboard)TypeDescriptionApplicable for
ad_product_groupGroupTEXTProduct Group Google Shopping)Google Shopping
countbiddingstrategytypeNUMERICCount of Bidding Strategy Type 
placementTEXTPlacement NameGoogle Analytics 360 or Google Campaign Manager/ DCM
creativeTEXTCreative NameGoogle Analytics 360 or Google Campaign Manager/ DCM
productgroupTEXTProduct Group 
landingpageexpDOUBLE PRECISIONLanding Page Experience ScoreGoogle Ads

Bing

searchtopisREALSearch Top Impression ShareGoogle Ads

Bing

searchabstopisREALSearch Absolute Top Impression ShareGoogle Ads

Bing

imprtopREALImpressions TopGoogle Ads

Bing

imprabstopREALImpressions Absolute TopGoogle Ads

Bing

adgroupTEXTAd GroupGoogle Ads

Bing

matchtypeTEXTMatchtypeGoogle Ads

Bing

statusTEXTStatus of ad (can be enabled or disabled)Google Ads

Bing

displayurlTEXTDisplay URLGoogle Ads

Bing

destinationurlTEXTDestination URLGoogle Ads

Bing

channelgroupingTEXTCustom Channel GroupingGoogle Ads

Bing

maxcpcREALMax CPC bidGoogle Ads

Bing

avgcpcREALAverage CPCGoogle Ads

Bing

firstpagecpcREALFirst Page CPC bidGoogle Ads

Bing

firstpositioncpcREALFirst Position CPC bidGoogle Ads

Bing

clickstoconversionREALClicks which contributed to conversions 
impressionstoconversionREALImpressions which contributed to conversions 
headline2TEXTHeadline 2Google Ads

Bing

totalcostCostREALSpend 
typeConversion type / CountryTEXTConversion type name (eCommerce Transaction or Goal Name) 
keywordTEXTKeywordGoogle Ads

Bing

Facebook (used for ad name)

dateDateTIMESTAMP WITH TIME ZONEDate 
sourceSourceTEXTSource or Site 
mediumMediumTEXTMedium 
campaignCampaignTEXTCampaign 
markovAttributed conversionsREALData-Driven Attributed Conversions 
first_touchFirst touchREALFirst Touch Conversions 
reportedgoalcompletionsReported goal completionsREALPlatform Reported Goal CompletionsFacebook
last_touch_valueLast touch attributed revenueREALLast Touch Conversion Value 
markov_valueAttributed revenueREALData-Driven Attributed Conversion Value 
last_touchLast touchREALLast Touch Conversions 
first_touch_valueFirst touch attributed revenueREALFirst Touch Conversion Value 
clicksREALClicks 
impressionsREALImpressions 
viewableimpressionsREALViewable ImpressionsGoogle Ads

Bing

exactmatchisREALExact Match Impression ShareGoogle Ads

Bing

searchisREALSearch Impression ShareGoogle Ads

Bing

searchlostisrankREALSearch Lost Impression Share because of RankGoogle Ads

Bing

optimisation_messageTEXTOptimisation suggestion 
bouncerateREALBounce RateGoogle Ads

Bing

avgpositionREALAverage PositionGoogle Ads

Bing

adrelevanceDOUBLE PRECISIONAd Relevance 
contentlostisbudgetREALContent Impression Share Lost because of budgetGoogle Ads

Bing

searchlostisbudgetREALSearch Impression Share lost because of budgetGoogle Ads

Bing

contentisREALContent Impression ShareGoogle Ads

Bing

contentlostisrankREALContent Impression Share lost because of rankGoogle Ads

Bing

qualityscoreQuality Score (1-10)DOUBLE PRECISIONQuality ScoreGoogle Ads

Bing

channelgroupChannel groupCustom Channel Group 
adcontentContentTEXTAd ContentGoogle Ads

Bing

adgroupidTEXTAd Group IDGoogle Ads
keywordidTEXTKeyword IDGoogle Ads
accountidTEXTAccount IDGoogle Ads
countaccountidNUMERICCount of Account ID’s 
expectedctrDOUBLE PRECISIONExpected Click-through rateGoogle Ads

Bing

topofpagecpcREALTop of page CPCGoogle Ads
adwordsnetworkTEXTAdwords NetworkGoogle Ads
countadwordsnetworkNUMERICCount of Adwords NetworkGoogle Ads
deviceTEXTDevice TypeGoogle Ads

Bing

countdeviceNUMERICDevice CountGoogle Ads
adwordskeywordTEXTKeywordGoogle Ads
countadgroupNUMERICCount of Ad GroupsGoogle Ads
labelTEXTGoogle Ads LabelGoogle Ads

Bing

countlabelNUMERICCount of Google Ads LabelGoogle Ads
countmatchtypeNUMERICCount of matchtypeGoogle Ads
countstatusNUMERICCount of statusGoogle Ads
countheadline2NUMERICCount of headline 2Google Ads

Bing

countdisplayurlNUMERICCount of display URL’sGoogle Ads

Bing

countdestinationurlNUMERICCount of destination URL’sGoogle Ads

Bing

countproductgroupREALCount of ad product groupGoogle Ads

Bing

adidTEXTGoogle Ads Ad IdGoogle Ads
countadidNUMERICCount of Google Ads Ad IDGoogle Ads
countadgroupidNUMERICCount of Adgroup IDGoogle Ads
countkeywordidNUMERICCount of Keyword IDGoogle Ads
campaignidTEXTCampaign IDGoogle Ads
countcampaignidNUMERICCount of Campaign IDGoogle Ads
reportedgoalallcompletionsREALPlatform reported Goal CompletionsFacebook
productgroupl2Product Group L2TEXTGoogle Ads Product Group L2Google Ads
biddingstrategytypeBiddingStrategyTypeTEXTBidding Strategy TypeGoogle Ads

Bing

 


Conversions

The conversions table contains the conversion journeys before they are modelled. This table provides the opportunity to gain customer journey information on a goal completion or transaction level. 

The attributions and costs table contains the following fields:

ColumnTypeDescriptionApplicable for
dateTIMESTAMP WITH TIME ZONE Date 
typeTEXTConversion type name (eCommerce Transaction or Goal Name) 
sourcepathTEXTSource or site path to conversionGoogle Analytics or Google Campaign Manager/ DCM
mediumpathTEXTMedium path to conversionGoogle Analytics or Google Campaign Manager/ DCM
campaignpathTEXTCampaign path to conversionGoogle Analytics or Google Campaign Manager/ DCM
keywordpathTEXTKeyword path to conversionGoogle Analytics or Google Campaign Manager/ DCM
adwordsadcontentpathTEXTAdwords ad content path to conversionGoogle Analytics or Google Campaign Manager/ DCM
placementpathTEXTPlacement path to conversionGoogle Analytics 360 or Google Campaign Manager/ DCM
creativepathTEXTCreative path to conversionGoogle Analytics 360 or Google Campaign Manager/ DCM
dayslagREALCount of days from first interaction to conversion 
totalconversionsREALCount of conversions 
totalnotconversionsREALCount of non-conversions 
totalconversionvalueREALSum of conversion value 
totalnotconversionvalueREALSum of non-conversion value 
adwordsadgrouppathTEXTGoogle Ads ad group path 
channelgroupingpathTEXTCustom channel-group path 
adwordscreativeidpathTEXTGoogle Ads creative ID path 
transactionidREALeCommerce Transaction IDGoogle Analytics eCommerce Transactions