Raw-data reports for PBA

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

• Contain the actions performed by visitors to the website like subscribe or purchase.
• Web events are attributed to the last non-direct web visit (touchpoint) occurring in the previous 30 days.
• The attribution parameters associated with the event can include media source, media channel, campaign, or other parameters. Use these parameters to optimize your marketing.
• Analyze user behavior per media source:
• Web events reports include unique attribution fields: pid, utm_source, utm_medium, utm_campaign, utm_term, utm_content, utm_id, http_referrer.
• For web events, the values for these fields are determined through the attributed touchpoint. For example, a user visits your website using the following example, a user visits your website using the following URL:https://example.com?utm_source=example_source&utm_campaign=example_campaign
• They perform events like purchase or subscribe. In the web events report, for each event attributed to this web visit, the values of utm_source and utm_campaign are set to example_source and example_campaign respectively.
• 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 reports contain the multi-source paths on the website resulting in an app install. 
• Identify if touchpoints from web media sources are sufficient to drive installs or if a mobile ad network is also required.
• Check the position of each web media source in the installation journey. For example,
  • In many installs, A appears as the only web media source in the journey (single_source).
  • Then, this could indicate that it helps drive installs.
  • Analyze the chain of media sources in the user journey.
    • Indicates the combination of web media sources with the most potential for driving installs.
    • Indicates combinations of web and mobile media sources that drive 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.

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

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

• Web touchpoints 
• Web events

The actual columns (fields) are 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 as listed in the tables that follow.

The structure of a web-to-app report differs from web touchpoint and web event reports.

Web-to-app report:

• Report structure is predefined using fields
• No need to select fields you want to see in the report
• Each touchpoint is associated with an install, so there could be several lines for the same install

Web touchpoint and web event reports

• Need to select fields you want to see in a report
• Each report line represents a single isolated event called a touchpoint.
• A touchpoint is essentially a visit to your website.

Example web to app report:

•  Web to app sample

To see the path to install—web-to-app—group lines by install ID. 

• 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:

1. Go to Integration > Data locker.
2. Select Web events, Web touchpoints, and Web-to-App.
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

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:

• Install and setup Cyber-Duck. 

To copy data using Cyber Duck:

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

   

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/favorite max 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