Channel Attribution Standard Dataset

The ChannelMix Attribution Dataset is used to support the Channel Attribution template dashboard for both Tableau and Power BI. The dataset is an output of multiple model results which are designed to be used mutually exclusively and not aggregated.

The dataset refreshes daily as new conversion paths are created and processed. Dates in the template dashboard are relative to the current date and show the most recent results per model and filter combination.

Field Name Field Type Description
Channelmix Channel TEXT Name of the marketing channel e.g. Display, Paid Search, Paid Social, Organic Search, etc.
Channelmix Type TEXT A category of channels e.g. Paid, Owned, Earned
Filter TEXT Names of the transformations performed on interaction paths prior to attributing value e.g. Last Not Direct, Compress Paths
Last Interaction Window TEXT The description of days in which conversions should be included e.g. last_30_days, last_60_days, last_90_days, last_180_days, lifetime
Lookback Window TEXT The description of days in the past from the conversion date that an interaction can be considered included in the conversion path e.g. last_30_days, last_60_days, last_90_days, last_180_days, lifetime
Model TEXT

The name of the methodology used to model your interaction data.

First, Last, Linear, U-Shaped, Smooth-u, Time Decay, Data Driven

Attribution Value DOUBLE PRECISION The calculated value of the channel
Cost DOUBLE PRECISION The total cost spent during the corresponding date range from existing ChannelMix Pipeline OneView
Impressions DOUBLE PRECISION The total impressions generated during the corresponding date range from existing ChannelMix Pipeline OneView
Clicks DOUBLE PRECISION The total clicks generated during the corresponding date range from existing ChannelMix Pipeline OneView
Conversions DOUBLE PRECISION The total conversions generated during the corresponding date range
Conversion Value DOUBLE PRECISION The total conversion value generated during the corresponding date range
Conversion Goal Number TEXT The Goal or Transaction used during attribution
Multi Touch Path Fraction DOUBLE PRECISION How many paths have more than one interaction for the corresponding model
Avg N Touches to Conversion DOUBLE PRECISION The average number of interactions for the corresponding model
Mean Days to Conversion DOUBLE PRECISION The average number of interactions for the corresponding model
Last Interaction Start Date DATE The minimum date associated to the Last Interaction Window date range
Last Interaction End Date DATE The maximum date associated to the Last Interaction Window date range
Lookback Start Date DATE The minimum date associated to the Lookback Window date range
Run Date DATE The date in which the attribution model was occured
With CMX ID BOOLEAN A flag to indicate if ChannelMix ID has been used or not
Model ID TEXT A unique ID related to each model
Insert Date TIMESTAMP The date in which the record was loaded into the data warehouse
ChannelMix Profile TEXT The ChannelMix Profile associated to the data
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