Raw-data reports for PBA

At a glance: PBA raw data reports are available via Data Locker.

PBA raw data reports

Use PBA raw data reports to analyze user journeys and actions.  

Report descriptions

PBA raw data report topics
Raw data report topic Description

Web touchpoints

  • Visits (touchpoints) to the website.
  • Measure user exposure and engagement with web traffic campaigns.
  • Use touchpoint data to uncover what drives users to your website.

Web events

  • Contain the actions performed by web visitors like subscribe or purchase.
  • Events are attributed to the last non-direct web visit (touchpoint) occurring in the previous 30 days.
  • Attribution parameters associated with the event can include media source, media channel, campaign, etc.
  • Use these parameters to optimize your marketing.
  • Analyze user behavior per media source.
  • Attribution fields include: pid, utm_source, utm_medium, utm_campaign, utm_term, utm_content, utm_id, http_referrer.
  • The values for these fields are determined through the attributed touchpoint using PBA media source attribution rules.
  • The intent is to associate events with a specific touchpoint (web visit) and not a specific page view.
  • Use this to find out which sources and campaigns drive users and what actions the users perform.

Web-to-app

  • Web-to-app reports contain the web touchpoints driving the user to install the app.
  • Check the position of web media source in the installation journey: last or assist (meaning not last)
  • Examine the combination of web media sources with the most potential for driving installs.
  • For example,
    • Web media source A and mobile media source B often appear in the user journey.
    • Assumption: This combination has the potential to drive installs.

Conversion paths

  • Contains the touchpoints encountered on the way to conversion, each touchpoint having its own record.
  • Conversions are identified by a unique conversion ID. Use this to identify touchpoints relating to the same conversion.
  • In the dashboard, consecutive identical touchpoints are aggregated into steps. In raw data, each touchpoint has a record. This provides maximum granularity.

Raw-data report fields

Web touchpoints and web events

Web touchpoints include organic touchpoints:

  • The addition of organic touchpoints significantly increases the report size.
  • Ensure that you adapt your data ingestion processes to accommodate large files.

Sample web touchpoint and web event reports

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The actual columns (fields) included in the reports are set in Data Locker. 

Field list web touchpoints and web events report

  • Raw data fields are populated in part from data originating in the mobile app user attribution link and app install event. 
  • Some fields are relevant specifically to PBA as listed in the table that follows.
  • The fields that must be selected in Data Locker to get PBA relevant data are listed in the tables that follow.
Field  Description PBA Web events PBA Web touchpoints
attributed_touch_type

User clicks (click attribution) on an ad or link leading to conversion.

Value: Always click

 
attributed_touch_time

Time between a user clicking an ad and reaching your website

Time of attributed touchpoint (visit) Time of attributed touchpoint (visit)
install_time

App install time is available if PBA maps a web user to a mobile-app user

 
event_time Time the user performs an action that is recorded as an event    
event_source Source of the event web SDK or web S2S
web_event_type  

Standard event (like add to cart)

Conversion event (like a purchase)

Always visit
media_source Attributed touchpoint media source name  Media source attributed for the website visit
campaign Name of the campaign that brought the user Attributed touchpoint campaign (website visit)
media_type

Type of media source being: Paid, Owned, Earned

Attributed touchpoint media type
media_channel

Media channel through which the user is attributed being:

  • Direct 
  • Organic search 
  • Social media
  • Email
  • Ad 
  • Referral
  • Other
Attributed touchpoint channel
event_name

SDK parameter: eventName 

Event name N/A 
af_sub1 SDK parameter: eventLabel  Custom data labeling of an event N/A
af_sub2 SDK parameter: eventCategory  Type grouping of an event  N/A 
event_value SDK parameter: eventValue A string of parameters passed N/A
event_revenue SDK parameter: eventRevenue  Revenue assigned to an event N/A 
event_revenue
_currency
SDK parameter: eventCurrency

Revenue in the currency specific to an event

N/A
event_revenue
_usd
SDK paramters: eventRevenueUsd If reported in non-USD, then revenue is converted to USD N/A
pid

Value of URL pid parameter of the attributed touchpoint (website visit).

utm_source Value of URL utm_source parameter of the attributed touchpoint (website visit). Learn more.
utm_medium Value of URL utm_medium parameter of the attributed touchpoint (website visit). Learn more.
utm_campaign Value of URL utm_campaign of the attributed touchpoint (website visit). Learn more.
utm_term Value of URL utm_term (keywords) parameter of the attributed touchpoint (website visit). Learn more.
utm_content Value of URL utm_content parameter of the attributed touchpoint (website visit). Learn more.
http_referrer  

The referrer of the web visit that this event is attributed to

 

The referrer that led to this web visit
original_url The URL the browser was on during the web visit that the event is attributed to.
region  Based on IP: geo resolution  
country_code  Based on IP: geo resolution  
state Based on IP: geo resolution   
city Based on IP: geo resolution   
postal_code Based on IP: geo resolution   
dma Based on IP: geo resolution   
device_category Based on user agent: desktop/tablet/
smartphone, etc.smartphone
 
platform Based on user agent: Android, iOS, Windows, Mac, etc.  
af_web_id Web SDK assigns a cookie with a unique ID to every user that visits your website  
customer_user_id Customer identifier used in your internal systems. Should not directly identify the user.  
appsflyer_id AppsFlyer generates a unique identifier for every install. 

Mobile ID generated:

Always for a user's last install

For cases when a user (who made a conversion) is matched to a mobile install

 

idfa

Unique identifier associated with every iOS device; used for advertising purposes

Mobile ID generated:

Always for a user's last install

For cases when a user (who made a conversion) is matched to a mobile install

 

idfv iOS app-level identifier for a given vendor. 

Mobile ID generated:

Always for a user's last install

For cases when a user (who made a conversion) is matched to a mobile install

 

android_id Android device ID    
advertising_id Unique, anonymous ID issued by Google Play services; used for advertising purposes    
amazon_aid Amazon Fire TV advertising ID    
imei Unique identifier associated with every mobile device    
app_id

App IDs of apps included in a brand bundle.

Examples:

Android: com.company.app

iOS: id123456789

   
Attribution fields in the context of PBA

 

Field api_name Example values Description
Web ID af_web_id   Cookie the web SDK assigns to users who visit your website
Web Event Type web_event_type conversion_event Two event types: standard events and conversion events
Media Type  media_type paid

Media type associated with a touchpoint or event

Examples:

Paid = CPC campaigns

Owned = Email, SMS campaigns

Earned = Organic, search traffic

Media Channel media_channel Social media

The channel associated with a touchpoint or event.

Examples:

Direct = user visits the website directly.

Organic search = user comes from search results in Google, Bing, or Yahoo.

Social media = user comes from social media like Facebook or Twitter.

Email = user comes from an email campaign.

Ad = user comes from clicking an ad.

Referral = any referral that is not of the categories listed above.

Other = the media channel cannot be determined.

UTM Source utm_source google Media source specified on a URL using the parameter, utm_source
UTM Medium utm_medium Email Campaign medium specified on a URL using the parameter, utm_medium
UTM Term utm_term sale Keywords specified using the parameter, utm_term
UTM Content utm_content purchase_now Content-specific to campaigns or ads that is specified using the parameter, utm_content
UTM Campaign utm_campaign summer_sale Campaign name or ID specified using the parameter, utm_campaign
UTM ID utm_id abc Value of URL utm ID of the attributed touchpoint
Event URL event_url -

 

Touchpoints: URL page associated with a visit.

Events: URL page associated with an event

PBA-specific fields

Web-to-app 

There is no need to select fields in Data Locker. 

The record structure of the report is as follows:

  • The record fields are grouped as follows:
    • Event: The install conversion event.
    • Touchpoint: Touchpoints encountered prior to the install conversion.
    • An install conversion consists of one or more touchpoints. Each touchpoint has a record in raw data. The install_id groups the touchpoints of an install together.

Example web to app report:

Field group Field name Description
Event bundle_name Brand bundle name  configured in the brand bundle page
Event bundle_id Brand bundle ID
Event app_id

App ID

Event install_id Unique install ID grouping the touchpoints of the user journey. Calculated as bundle_id+appsflyer_id+install_time
Event appsflyer_id AppsFlyer ID assigned to a mobile device when a user installs an app
Event install_time Install time 
Event install_name

install, reinstall (meaning a user who installed the app, deleted it, and then installed it again) irrespective of the reinstall cause.

Event install_type

Install type: organic_install, custom_link_install, smart_banner_install, non-organic_install

Event final_data

True or False: If true, the row is final.

Example:

Install takes place on January 1. 

For the next 7 days, report rows associated with this install contain the value false under the final_data column

On January 8, the conversion is finalized and the value changes to true. Reports starting January 9 no longer contain the install. 

Event mobile_media_source The mobile media source engaged last, before the install
Event mobile_campaign The campaign engaged last, before the install
Event mobile_device_category

Device type used: phone, tablet

Touchpoint touchpoint_contirubtion
  •  Last (last or only web media source before install)
  • Assist (not the last touchpoint before install)

This filed replaces path_touch_type now deprecated.

Event mobile_platform

Device operating system: Android, iOS

Event mobile_country Country of install according to the device IP address
Touchpoint web_timestamp

Time the web touchpoint occurred

Touchpoint web_media_source Web media source touchpoint
Touchpoint web_campaign Web campaign touchpoint
Touchpoint web_media_type

Media source type

Touchpoint web_media_channel

Media channels

Touchpoint web_device_category

Value for this touchpoint: Desktop, other, smartphone, tv, tablet

Touchpoint web_platform

The operating system of the device used for the touchpoint: Android, iOS, Windows, macOS, Chrome-os, Linux

Touchpoint web_country Touchpoint country
Touchpoint web_pid UTM value for web touchpoints
Touchpoint web_utm_source

UTM value for web touchpoints

Touchpoint web_utm_medium

UTM value for web touchpoints

Touchpoint web_utm_campaign

UTM value for web touchpoints

Touchpoint web_utm_content

UTM value for web touchpoints

Touchpoint web_utm_term

UTM term (keywords) parameter at a touchpoint

Touchpoint web_referrer

The HTTP referrer of the web visit that the install was attributed to.

Touchpoint web_googleads_campaign_id

Campaign ID provided by Google Ads integration (Available from August 6, 2020)

Touchpoint web_googleads_campaign_name

Campaign name provided by Google Ads integration (Available from August 6, 2020)

Touchpoint web_utm_id

UTM value for web touchpoints

Event customer_user_id Customer user ID as set by the web SDK
Touchpoint idfa

The ID of the device installing the app

Touchpoint idfv The ID of the device installing the app
Touchpoint android_id The ID of the device installing the app
Touchpoint advertising_id The ID of the device installing the app
Touchpoint amazon_fire_id The ID of the device installing the app
Touchpoint imei The ID of the device installing the app

Conversion paths

  • There is no need to select fields in Data Locker. The report always includes the fields listed. 

Report record structure

  • Fields grouped as follows:
    • Event:  The conversion event and associated information.
    • Touchpoint: Details of a touchpoint in the path to conversion.
  • A conversion consists of one or more touchpoints. In the file, each touchpoint is represented by a record. 

Example Conversion Paths report

Conversion Paths sample

Conversion paths fields
Field group Field name Description
Event conversion_id Unique conversion ID grouping the touchpoints of a conversion. Calculated as bundle_id+appsflyer_id+conversion_time
Event bundle_name
Brand bundle name set in the brand bundle page
Event bundle_id Brand bundle ID
Event final_data

True or False: If true, the row is final.

Example:

A conversion takes place on January 1. 

For the next 7 days, report rows associated with this conversion contain the value false under the final_data column

On January 8, the conversion is finalized and the value changes to true. Reports starting January 9 no longer contain the conversion.

Event conversion_type mobile_conversion, web_converson, install
Event app_id App ID
Event appsflyer_id
ID assigned to a mobile device when a user installs an app
Event conversion_time -
Event conversion_name Sent by web SDK or web S2S, or the in-app event name sent by the mobile device/mobile S2S.
Event conversion_media_source Attributed media source
Event conversion_campaign Attributed campaign
Event conversion_media_type
Attributed media type: Paid, owned, earned
Event conversion_media_channel
Attributed media channel: Direct, organic search, social media, email, ad, referral
Event conversion_device_category Device category: Phone, tablet, desktop
Event conversion_platform Platform, for example, MacOs, windows
Event conversion_country User location
Event conversion_url
Web conversions: the page the conversion took place on.
Mobile: Null
Touchpoint touchpoint_time Time the touchpoint occurred
Touchpoint touchpoint_type Web visit, mobile click, mobile impression
Touchpoint touchpoint_media_source -
Touchpoint touchpoint_campaign -
Touchpoint touchpoint_media_type Paid, owned, earned
Touchpoint touchpoint_media_channel
Direct, organic search, social media, email, ad, referral
Touchpoint touchpoint_device_category Phone, tablet
Touchpoint touchpoint_platform Android, iOS
Touchpoint touchpoint_country Country code
Touchpoint touchpoint_utm_source UTM values for web touchpoints
Touchpoint touchpoint_utm_medium UTM values for web touchpoints
Touchpoint touchpoint_utm_campaign UTM values for web touchpoints
Touchpoint touchpoint_utm_content UTM values for web touchpoints
Touchpoint touchpoint_utm_term UTM values for web touchpoints
Touchpoint touchpoint_utm_id UTM values for web touchpoints
Touchpoint touchpoint_referrer URL referring the user to the website for this touchpoint. In the case of a mobile touchpoint, the value will be null.
Touchpoint web_googleads_campaign_id

Campaign ID provided by Google Ads integration. (Available from August 6, 2020)

Touchpoint web_googleads_campaign_name

Campaign name provided by Google Ads integration. (Available from August 6, 2020)

Event customer_user_id Customer user ID went with the vent
Event idfa Device ID used during the conversion
Event idfv Device ID used during the conversion
Event android_id Device ID used during the conversion
Event advertising_id Device ID used during the conversion
Event amazon_fire_id Device ID used during the conversion
Event imei Device ID used during the conversion

Procedures

Setting up PBA reports in Data Locker

  • PBA reports are written Daily to the Data Locker in h=23 folder for events occurring on a given day.
  • Data can't be written retroactively.
  • The Data Locker data retention period is 30 days. 

AppsFlyerAdmin_us-en.png To enable PBA reports the account admin must set up Data Locker:

  1. Go to Integration > Data locker.
  2. Select all the reports in the People-based attribution section. 
  3. Click Save configuration.

Adding fields to Data Locker

In the procedure that follows you will add PBA fields to Data Locker. Doing so adds the fields to all reports available to you in Data Locker. Make this change after verifying that adding fields won't damage your data ingest processes.

To add the necessary fields to Data Locker reports:

  1. In the navigation menu, go to Integration > Data locker.
  2. Under Fields, select fields to include in reports. Use the drop-down or its embedded search fields. See recommended fields in report structure and fields.
  3. Click Save configuration.

To download reports, see accessing data locker reports.

Data locker PBA raw data reports are made available in the h=23 folder. 

Example: t=web_touch_points/dt=2019-07-19/h=23

Combining PBA and mobile data

The data reflects the users most likely to engage with both your mobile app and web site.

Combine mobile app and website data.

Solution: 

  • Combine reports using customer user ID (CUID)
    • Use the same CUID for both mobile and web and combine reports using CUID as the key. 
    • Then, combine reports using the CUID field
  • PBA cross-platform user identification:
    • PBA can determine that a web and a mobile user are the same person.
    • If so, then web reports with PBA include a mobile advertising ID: Android advertising ID, iOS IDFA, OAID, or Amazon advertising ID.
    • Then, combine mobile and web reports based on mobile advertising ID.

Use cases for PBA and mobile

Combine mobile and web data to see user activity across platforms and devices. The combined data lets you: 

  • Follow the user journey across your brand's digital properties
  • Analyze user behavior in each platform
  • Consider which platform shows more user engagement
  • See which platform produces more conversions
  • Measure your efforts at switching users from web to mobile

Application note - downloading and combining Data Locker files

PBA raw data is available in Data Locker. For a given report, the data is contained in the h=23 folder of report type and consists of multiple compressed files. 

Use this procedure to:

  • Copy the files from Data Locker using Cyber-Duck or any other tool for copying S3 files. 
  • Combine the files into a single CSV file using Q. 

Copying PBA data from Data Locker

 Before you begin:

To copy data using Cyber Duck:

  1. Open Cyberduck
    The list of data types available displays.

    Duck_us-en.jpg

  2. Double-click on a PBA report type choose from web_events, web_to_app, or web_touch_points.
    The list of report dates available displays.
  3. Right-click on a given date.
  4. Select Download to a specific location and complete the location. 
    The files download. 
  5. Repeat the above steps to copy data from other report types. Each report type and date must be stored in a different directory on your computer. 

Creating a combined CSV file: 

Before you begin:

Install Q on your computer.

To combine the data in a CSV file using Q:

  1. Using the command line/maс terminal, go to the directory containing the data.
  2. Use the command that follows to combine the compressed files into a single file having the name pbadata.csv.
    Note: The symbol ~ represents the path/home folder where the Q command is located on your computer. You may need to include the full path to invoke the command. 
    ~q "SELECT * from part*.gz" -d , -H -z -O >pbadata.csv
  3. Open the file using Excel or any other tool 
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