Schema: Data Warehouse - Log Level MTA
Order | Name | Description | Type |
1 | report | The name of the report Note: this static column is only visible in Snowflake integrations | str |
2 | advertiser | Rockerbox Account ID Note: this static column is only visible in Snowflake integrations | str |
3 | identifier | conversion segment id Note: this static column is only visible in Snowflake integrations | int |
4 | date | Date when the action occurred | date |
5 | timestamp_conv | Timestamp of when the conversion occurred (ISO 8601 format in UTC) | timestamp |
6 | conversion_hash_id | Identifier per unique conversion (this is a hash of the conversion_key value) | str |
7 | conversion_key | An identifier used to denote a unique conversion event (this is typically your provided Order ID) | str |
8 | action | Name of the conversion event | str |
9 | new_to_file | At the time of conversion, if Rockerbox has seen that user make a Purchase before, then new_to_file = 0. Otherwise, they are considered a new customer and new_to_file = 1. | int |
10 | onsite_count | The total number of times a user was seen on your website | int |
11 | total_events | Total number of marketing touchpoints leading up to the conversion | int |
12 | event_id | Identifier per unique marketing touch point | str |
13 | timestamp_events | Timestamp of when the marketing touchpoint occurred (ISO 8601 format in UTC) | timestamp |
14 | sequence_number | The order of when this marketing touchpoint occurred (1 = first, 2 = second, etc.) | int |
15 | hash_ip_events | Hashed IP address of user for a particular marketing touchpoint | str |
16 | type | The report type (e.g., platform_data, attribution) | str |
17 | uid | Rockerbox User ID cookie | str |
18 | user_agent_events | User agent string associated with the user for the marketing event | str |
19 | base_id | Primary User ID | str |
20 | currency_code | The advertiser reporting currency for both revenue and spend | str |
21 | fx_rate_to_usd | The exchange rate from the local currency to USD for the date. If currency_code is USD, this value will be 1. | float |
22 | platform | The name of the platform. For the MTA dataset, the value will be Rockerbox. | str |
23 | spend_key | The ID used to pull spend from an advertisting platform. This is typically the Ad ID, but may differ based on your account setup. | str |
24 | matches | List of categorization rules that a touchpoint has matched with. The last rule in the list is applied. | dict |
25 | tier_1 | Aligns to the 5-tiered categorization structure available in the Rockerbox UI. tier_1 = most broad categorization (level 1) | str |
26 | tier_2 | Aligns to the 5-tiered categorization structure available in the Rockerbox UI. tier_2 = level 2 categorization (more granular than level 1) | str |
27 | tier_3 | Aligns to the 5-tiered categorization structure available in the Rockerbox UI. tier_3 = level 3 categorization | str |
28 | tier_4 | Aligns to the 5-tiered categorization structure available in the Rockerbox UI. tier_4 = level 4 categorization | str |
29 | tier_5 | Aligns to the 5-tiered categorization structure available in the Rockerbox UI. tier_5 = level 5 categorization | str |
30 | original_url | URL of the page where the marketing touchpoint occurred | str |
31 | request_referrer | Page Referrer (the previous site where the user came from) | str |
32 | utm_parameters | All URL parameters that begin with utm_ and their values | dict |
33 | url_parameters | All URL parameters, except for those that begin with utm_, and their values | dict |
34 | tier_one | One of the five fields on the input data provided to Rockerbox on each data source (ex. impression pixels, webhooks, batch files) Does not align to the tier structure in the Rockerbox UI | str |
35 | tier_two | One of the five fields on the input data provided to Rockerbox on each data source (ex. impression pixels, webhooks, batch files) Does not align to the tier structure in the Rockerbox UI | str |
36 | tier_three | One of the five fields on the input data provided to Rockerbox on each data source (ex. impression pixels, webhooks, batch files) Does not align to the tier structure in the Rockerbox UI | str |
37 | tier_four | One of the five fields on the input data provided to Rockerbox on each data source (ex. impression pixels, webhooks, batch files) Does not align to the tier structure in the Rockerbox UI | str |
38 | tier_five | One of the five fields on the input data provided to Rockerbox on each data source (ex. impression pixels, webhooks, batch files) Does not align to the tier structure in the Rockerbox UI | str |
39 | normalized | Weight given to this marketing touchpoint, as determined by the multi-touch attribution model | float |
40 | revenue_normalized | Using the normalized weight, the portion of conversion revenue that is attributed to this marketing touchpoint | float |
41 | first_touch | Will be 1 if this marketing touchpoint is the first interaction. Otherwise will be 0. | int |
42 | revenue_first_touch | If the marketing touchpoint is the first interaction, it will get full revenue credit. Otherwise will be 0. | float |
43 | last_touch | Will be 1 if this marketing touchpoint is the last interaction. Otherwise will be 0 | int |
44 | revenue_last_touch | If the marketing touchpoint is the last interaction, it will get full revenue credit. Otherwise will be 0. | float |
45 | even | Fractional credit a marketing touchpoint receives if each touchpoint gets equal weight | float |
46 | revenue_even | Using the even weight, the portion of conversion revenue that is attributed to this marketing touchpoint | float |
47 | rb_sync_id | Identifier used by Rockerbox to sync dataset to your warehouse | int |
48 | updated_at | Time the cache record was updated most recently | timestamp |
49 | marketing_type | Type of marketing touchpoint (possible values: onsite, creative, postlog, mail, clicks, conversion_attribute, cross_device, intra_device, facebook_click, facebook_view, ott, external) | str |
Marketing Types
The marketing_type column in the MTA schema will give visibility into the type of touchpoint tracked by Rockerbox. See below for a breakdown of each type
Marketing Type | Definition |
onsite | A click drove a user to site where a marketing touchpoint was tracked |
creative | A display impressions (view-based touchpoint) |
postlog | A Linear TV touchpoint resulting from a spike analysis |
A direct mail touchpoint resulting from an address matchback | |
facebook_click | A click from a facebook property in-app that ultimately leads to a web conversion across devices. |
facebook_view | A facebook view-based touchpoint (synthetically modeled). |
ott | An OTT view-based touchpoint. This also includes Reddit view-based impressions modeled using the OTT methodology. |
external | A touchpoint created by matching a touchpoint from an external file to Rockerbox data using a common identifier (custom). |
viewthrough_events_tiktok | A TikTok view-based marketing touchpoint created via a deterministic matchback between TikTok provided data and Rockerbox collected data using a common user identifier (ex email, phone number). |
tiktok_view | A TikTok view-based marketing touchpoint (synthetically modeled). |
adwords_view | An Adwords view-based marketing touchpoint (synthetically modeled). This is currently supported for Video Action Campaigns (YouTube) where ad network type = YOUTUBE and for Demand Gen campaigns where the advertising channel type = DEMAND_GEN. |
conv_only | A direct (unattributred) touchpoint |