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
Raw data report topic | Description |
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Website visits |
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Raw-data report fields
Website visits and website events
Sample reports
Until November 18, 2020, the fields in the reports were selected in Data Locker. Starting November 18, 2020, the field list is set by PBA and can be changed without notice. Consider this when setting up your parsing processes.
Raw data fields are populated in part from data originating in the mobile app user attribution link and app install event.
Field list website visits and website events report
Web-Assisted Installs
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_campaign_id |
The campaign ID engaged last, before the install |
Event | mobile_device_category |
Device type used: phone, tablet |
Touchpoint | touchpoint_contirubtion |
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_campaign_id | Web campaign ID touchpoint |
Touchpoint | web_media_type | |
Touchpoint | web_media_channel | |
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 website visits |
Touchpoint | web_utm_source |
UTM value for website visits |
Touchpoint | web_utm_medium |
UTM value for website visits |
Touchpoint | web_utm_campaign |
UTM value for website visits |
Touchpoint | web_utm_content |
UTM value for website visits |
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 website visits |
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_example_oct20.csv
Field group | Field name | Description |
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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
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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
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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_campaign_id |
Attributed campaign ID
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Event | conversion_media_type |
Attributed media type: Paid, owned, earned
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Event | conversion_media_channel |
Attributed media channel: Direct, organic search, social media, email, ad, referral
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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 | - |
Touchpoint | touchpoint_type | Web visit, mobile click, mobile impression |
Touchpoint | touchpoint_media_source | - |
Touchpoint | touchpoint_campaign | - |
Touchpoint | touchpoint_campaign_id | - |
Touchpoint | touchpoint_media_type | Paid, owned, earned |
Touchpoint | touchpoint_media_channel |
Direct, organic search, social media, email, ad, referral
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Touchpoint | touchpoint_device_category | Phone, tablet |
Touchpoint | touchpoint_platform | Android, iOS |
Touchpoint | touchpoint_country | Country code |
Touchpoint | touchpoint_utm_source | UTM values for website visits |
Touchpoint | touchpoint_utm_medium | UTM values for website visits |
Touchpoint | touchpoint_utm_campaign | UTM values for website visits |
Touchpoint | touchpoint_utm_content | UTM values for website visits |
Touchpoint | touchpoint_utm_term | UTM values for website visits |
Touchpoint | touchpoint_utm_id | UTM values for website visits |
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 |
Field release notes
Date | Report | Change |
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2020-11-18 |
Website events Website visits |
The report names and structure are changed:
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2020-10-04 | Web-to-app |
Fields added:
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2020-10-04 | Conversion paths |
Fields added:
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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.
To enable PBA reports the account admin must set up Data Locker:
- Go to Integration > Data locker.
- Select all the reports in the People-Based Attribution section.
- 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=website_events/dt=2020-11-26/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:
- Open Cyberduck
The list of data types available displays.
- 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. - Right-click on a given date.
- Select Download to a specific location and complete the location.
The files download. - 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:
- Using the command line/maс terminal, go to the directory containing the data.
- 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
- Open the file using Excel or any other tool
Comments
November 18, 2020: Changes to report website visits and website events. Described in the field release notes.
January 13, 2021: Heads up change expected to PBA raw data on January 18, 2021.
Report being changed: Website events.
Unused columns being removed: event_id, attributed_event_id, mobile_platform
Columns being added: language, os_version, user_agent
What else is changing: Format to the query_params column. going forward will be a JSON.
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