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 Name Verbose Name (in Dashboard) Type Description Applicable for
ad_product_group Group TEXT Product Group Google Shopping) Google Shopping
countbiddingstrategytype NUMERIC Count of Bidding Strategy Type  
placement TEXT Placement Name Google Analytics 360 or Google Campaign Manager/ DCM
creative TEXT Creative Name Google Analytics 360 or Google Campaign Manager/ DCM
productgroup TEXT Product Group  
landingpageexp DOUBLE PRECISION Landing Page Experience Score Google Ads

Bing

searchtopis REAL Search Top Impression Share Google Ads

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searchabstopis REAL Search Absolute Top Impression Share Google Ads

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imprtop REAL Impressions Top Google Ads

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imprabstop REAL Impressions Absolute Top Google Ads

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adgroup TEXT Ad Group Google Ads

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matchtype TEXT Matchtype Google Ads

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status TEXT Status of ad (can be enabled or disabled) Google Ads

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displayurl TEXT Display URL Google Ads

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destinationurl TEXT Destination URL Google Ads

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channelgrouping TEXT Custom Channel Grouping Google Ads

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maxcpc REAL Max CPC bid Google Ads

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avgcpc REAL Average CPC Google Ads

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firstpagecpc REAL First Page CPC bid Google Ads

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firstpositioncpc REAL First Position CPC bid Google Ads

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clickstoconversion REAL Clicks which contributed to conversions  
impressionstoconversion REAL Impressions which contributed to conversions  
headline2 TEXT Headline 2 Google Ads

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totalcost Cost REAL Spend  
type Conversion type / Country TEXT Conversion type name (eCommerce Transaction or Goal Name)  
keyword TEXT Keyword Google Ads

Bing

Facebook (used for ad name)

date Date TIMESTAMP WITH TIME ZONE Date  
source Source TEXT Source or Site  
medium Medium TEXT Medium  
campaign Campaign TEXT Campaign  
markov Attributed conversions REAL Data-Driven Attributed Conversions  
first_touch First touch REAL First Touch Conversions  
reportedgoalcompletions Reported goal completions REAL Platform Reported Goal Completions Facebook
last_touch_value Last touch attributed revenue REAL Last Touch Conversion Value  
markov_value Attributed revenue REAL Data-Driven Attributed Conversion Value  
last_touch Last touch REAL Last Touch Conversions  
first_touch_value First touch attributed revenue REAL First Touch Conversion Value  
clicks REAL Clicks  
impressions REAL Impressions  
viewableimpressions REAL Viewable Impressions Google Ads

Bing

exactmatchis REAL Exact Match Impression Share Google Ads

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searchis REAL Search Impression Share Google Ads

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searchlostisrank REAL Search Lost Impression Share because of Rank Google Ads

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optimisation_message TEXT Optimisation suggestion  
bouncerate REAL Bounce Rate Google Ads

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avgposition REAL Average Position Google Ads

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adrelevance DOUBLE PRECISION Ad Relevance  
contentlostisbudget REAL Content Impression Share Lost because of budget Google Ads

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searchlostisbudget REAL Search Impression Share lost because of budget Google Ads

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contentis REAL Content Impression Share Google Ads

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contentlostisrank REAL Content Impression Share lost because of rank Google Ads

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qualityscore Quality Score (1-10) DOUBLE PRECISION Quality Score Google Ads

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channelgroup Channel group Custom Channel Group  
adcontent Content TEXT Ad Content Google Ads

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adgroupid TEXT Ad Group ID Google Ads
keywordid TEXT Keyword ID Google Ads
accountid TEXT Account ID Google Ads
countaccountid NUMERIC Count of Account ID’s  
expectedctr DOUBLE PRECISION Expected Click-through rate Google Ads

Bing

topofpagecpc REAL Top of page CPC Google Ads
adwordsnetwork TEXT Adwords Network Google Ads
countadwordsnetwork NUMERIC Count of Adwords Network Google Ads
device TEXT Device Type Google Ads

Bing

countdevice NUMERIC Device Count Google Ads
adwordskeyword TEXT Keyword Google Ads
countadgroup NUMERIC Count of Ad Groups Google Ads
label TEXT Google Ads Label Google Ads

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countlabel NUMERIC Count of Google Ads Label Google Ads
countmatchtype NUMERIC Count of matchtype Google Ads
countstatus NUMERIC Count of status Google Ads
countheadline2 NUMERIC Count of headline 2 Google Ads

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countdisplayurl NUMERIC Count of display URL’s Google Ads

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countdestinationurl NUMERIC Count of destination URL’s Google Ads

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countproductgroup REAL Count of ad product group Google Ads

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adid TEXT Google Ads Ad Id Google Ads
countadid NUMERIC Count of Google Ads Ad ID Google Ads
countadgroupid NUMERIC Count of Adgroup ID Google Ads
countkeywordid NUMERIC Count of Keyword ID Google Ads
campaignid TEXT Campaign ID Google Ads
countcampaignid NUMERIC Count of Campaign ID Google Ads
reportedgoalallcompletions REAL Platform reported Goal Completions Facebook
productgroupl2 Product Group L2 TEXT Google Ads Product Group L2 Google Ads
biddingstrategytype BiddingStrategyType TEXT Bidding Strategy Type Google Ads

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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:

Column Type Description Applicable for
date TIMESTAMP WITH TIME ZONE  Date  
type TEXT Conversion type name (eCommerce Transaction or Goal Name)  
sourcepath TEXT Source or site path to conversion Google Analytics or Google Campaign Manager/ DCM
mediumpath TEXT Medium path to conversion Google Analytics or Google Campaign Manager/ DCM
campaignpath TEXT Campaign path to conversion Google Analytics or Google Campaign Manager/ DCM
keywordpath TEXT Keyword path to conversion Google Analytics or Google Campaign Manager/ DCM
adwordsadcontentpath TEXT Adwords ad content path to conversion Google Analytics or Google Campaign Manager/ DCM
placementpath TEXT Placement path to conversion Google Analytics 360 or Google Campaign Manager/ DCM
creativepath TEXT Creative path to conversion Google Analytics 360 or Google Campaign Manager/ DCM
dayslag REAL Count of days from first interaction to conversion  
totalconversions REAL Count of conversions  
totalnotconversions REAL Count of non-conversions  
totalconversionvalue REAL Sum of conversion value  
totalnotconversionvalue REAL Sum of non-conversion value  
adwordsadgrouppath TEXT Google Ads ad group path  
channelgroupingpath TEXT Custom channel-group path  
adwordscreativeidpath TEXT Google Ads creative ID path  
transactionid REAL eCommerce Transaction ID Google Analytics eCommerce Transactions