Report Details

Rockerbox Attribution Platform provides a variety of report formats, each with a different set of data to enable clients to get the data they need for their analyses.

Available Report Types

Available Columns

Primary Key Columns

Column Name

Definition

conversion_hash_id

Identifier per unique conversion (this is a hash of the conversion_key value)

event_id

Identifier per unique marketing touch point

base_id

internal identifier or an external identifier depending on segment setup (i.e. email, Segment anonymous ID, etc.)

Conversion Info Columns

Column Name

Definition

action

Name of the conversion event

uid

Rockerbox unique User ID

new_to_file_key

Used to identify a unique user (this is typically your provided User ID)

email

Email address of the user

conversion_key

An identifier used to denote a unique conversion event (this is typically your provided Order ID)

hash_ip_conv

Hashed IP address of user when they converted

revenue

Revenue associated with a given conversion

date

Date when the conversion occurred (in UTC)

timestamp_conv

Timestamp of when the conversion occurred (ISO 8601 format in UTC)

conversion_count

Number of conversions seen for that particular user

conversion_max

Timestamp of the most recent conversion seen by Rockerbox for that user

conversion_min

Timestamp of the first conversion seen by Rockerbox for the user

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.

Marketing Touchpoint Info Columns

Column Name

Definition

hash_ip_events

Hashed IP address of user for a particular marketing touchpoint

timestamp_events

Timestamp of when the marketing touchpoint occurred (ISO 8601 format in UTC)

onsite_count

Total number of interactions (page views) on your website

total_events

Total number of marketing touchpoints leading up to the conversion

sequence_number

The order of when this marketing touchpoint occurred (1 = first, 2 = second, etc.)

original_url

URL of the page where the marketing touchpoint occurred

request_referrer

Page Referrer (the previous site where the user came from)

tier_1

Marketing channel categorization level 1 (most broad).

For example, a link where referrer url = Google and utm_campaign = cpc may be mapped as tier_1 = Paid Search and tier_2 = Google

tier_2

Marketing channel categorization level 2

tier_3

Marketing channel categorization level 3

tier_4

Marketing channel categorization level 4

tier_5

Marketing channel categorization level 5 (most specific)

weight

Likelihood of the user to convert, given that they interacted with this marketing touchpoint (based on model)

total_weight

Sum of weights of all marketing touchpoints that led to the conversion

normalized

Calculated by dividing weight by total_weight (this ensures that the sum of normalized weights of marketing touchpoints leading to a conversion will equal 1)

revenue_normalized

Using the normalized weight, the portion of conversion revenue that is attributed to this marketing touchpoint

first_touch

Will be 1 if this marketing touchpoint is the first interaction. Otherwise will be 0.

revenue_first_touch

If the marketing touchpoint is the first interaction, it will get full revenue credit. Otherwise will be 0.

last_touch

Will be 1 if this marketing touchpoint is the last interaction. Otherwise will be 0

revenue_last_touch

If the marketing touchpoint is the last interaction, it will get full revenue credit. Otherwise will be 0.

even

Fractional credit a marketing touchpoint receives if each touchpoint gets equal weight

revenue_even

Using the even weight, the portion of conversion revenue that is attributed to this marketing touchpoint

matches

List of categorization rules that a touchpoint has matched with. The last rule in the list is applied.

onsite_count

Number of marketing events that Rockerbox sees for that user

onsite_max

Timestamp of the most recent event for the user

onsite_min

Timestamp of the first event for the user

tier_1_lower

The lowercase letters version of tier_1 that Rockerbox uses for mapping purpose

tier_one
tier_two
tier_three
tier_four
tier_five

Values passed to Rockerbox on click URLs and impression tracking pixels. If tier_one through tier_five are blank, that means you're not passing us any of that data on click urls or impression-tracking pixels.

Since the MTA reports are log-level and detail each marketing and conversion event combination, conversion-level information will be duplicated. If you're ingesting this data, you need to account for that. For example, the revenue column is repeated for each marketing event. If you simply sum the revenue column for a given day, you will overcount.

Here's a sample representation of different revenue columns and how they would report out values for a single conversion.

Marketing Channel

revenue

revenue_first_touch

revenue_last_touch

revenue_even

revenue_normalized

Paid Search

100

100

0

25

37

Email

100

0

0

25

22

Paid Social

100

0

0

25

31

Display

100

0

100

25

10


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