Schema: Attributed Performance Report

Updated by Omar Elmaghrabi

The Attributed Performance Report in the Ad Hoc Export feature delivers spend, conversions, revenue, cost per acquisition (CPA), and return on ad spend (ROAS) for a given conversion segment, customer type, and attribution model. These performance metrics are aggregated for the time period and tiers specified by the user at the time of export.

Order

Column Name

Description

Required in Export?

1

Day OR Week OR Month OR Quarter OR Year

Defines the time period that the data is aggregated in the export. Possible values:

  • Day = Dataset is aggregated by date (e.g., 2022-01-01)
  • Week = Dataset is aggregated by week per ISO 8601 standard (e.g., 2022-W23). See note below for more context.
  • Month = Dataset is aggregated by month (e.g., 2022-M04) where
    • M01 = January -> M12 = December
  • Quarter = Dataset is aggregated by quarter (e.g., 2022-Q1) where
    • Q1 = Jan - Mar
    • Q2 = Apr - June
    • Q3 = Jul - Sep
    • Q4 = Oct - Dec
  • Year = calendar year (e.g., 2022 = Jan 1 2022 -> Dec 31 2022)
  • None = this column is not included in the export

No

2

Week_Start

First day of the week per ISO 8601 standard. This column is only returned if the user requests the export on a weekly roll up.

No

3

Week_End

Last day of the week per ISO 8601 standard. This column is only returned if the user requests the export on a weekly roll up.

No

4

Quarter_Start

First day of the quarter. This column is only returned if the user requests the export on a quarterly roll up.

No

5

Quarter_End

Last day of the quarter. This column is only returned if the user requests the export on a quarterly roll up.

No

6

Tier_1

Marketing channel categorization level 1 (most broad), as defined in your mapping rules. For example, a link where referrer url = Google and utm_campaign = cpc may be mapped as tier_1 = Paid Search and tier_2 = Google

No - at least 1 column in Tier_1 through Tier_5 is required

7

Tier_2

Marketing channel categorization level 2

No

8

Tier_3

Marketing channel categorization level 3

No

9

Tier_4

Marketing channel categorization level 4

No

10

Tier_5

Marketing channel categorization level 5

No

11

Spend

Ad spend in the currency configured on the Rockerbox account

Yes

12

Conversions

Conversions attributed to the marketing based on the chosen conversion segment, attribution methodology, and customer type

Yes

13

Revenue

Revenue attributed to the marketing based on the chosen conversion segment, attribution methodology, and customer type. Revenue is reported in the currency configured on the Rockerbox account

Yes

14

CPA

Cost per acquisition (CPA) = spend ÷ conversions

Yes

15

ROAS

Return on ad spend (ROAS) = revenue ÷ spend

Yes

ISO Week Conventions

ISO weeks always start on a Monday (running through a Sunday) and belong to the year that contains the Thursday of that week. In other words, some days in early January 2022 will "belong" to a week that began in late December 2021. For these days in early January, the week of the year will be either 52 or 53.

This convention ensures that every week in the year consists of exactly 7 days and ensures that comparison and trend analyses are always comparing a 7 day duration. Following a gregorian calendar would result in shortened weeks at the beginning and end of each year.

Null CPA or ROAS Values: for tiers that have no spend (ex a non-paid channel, a campaign that still sees latent conversions but no active spend), ROAS or CPA will show as NULL. This is because spend is 0.

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