Raw-data reports for PBA

At a glance: Website visits and web events raw-data are available via Data Locker for integration into your systems.

PBA raw-data reports

Use PBA raw-data reports to analyze user journeys and actions. The reports available are:

  • Web touchpoints
  • Web events including standard and conversion events, and the
  • Web-to-App report. 

Report descriptions

Web touchpoints

  • 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.

Web events

  • 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

  • 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.

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

Using raw data reports

Web touchpoints and web events report fields

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

mceclip1.png

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.
Field  Description PBA Web events PBA Web touchpoints
attributed_touch_type User clicks (click attribution) on an ad or link leading to conversion 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 Mobile-app install time
event_time Time the user performs an action that is recorded as an event Time of the attributed event Time of the attributed 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 Based on IP: geo resolution
country_code   Based on IP: geo resolution Based on IP: geo resolution
state   Based on IP: geo resolution Based on IP: geo resolution
city   Based on IP: geo resolution Based on IP: geo resolution
postal_code   Based on IP: geo resolution Based on IP: geo resolution
dma   Based on IP: geo resolution Based on IP: geo resolution
device_category smartphone Based on user agent: desktop/tablet/
smartphone, etc.
Based on user agent: desktop/tablet/
smartphone, etc.
platform Android Based on user agent: Android, iOS, Windows, Mac, etc. 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 Cookie ID the web SDK assigns to users Cookie ID the web SDK assigns to users
customer_user_id Customer identifier used in your internal systems. Should not directly identify the user. Customer user ID assigned to users via the SDK IDENTIFY event Customer user ID assigned to users via the SDK IDENTIFY event
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

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

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

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

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

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

advertising_id Unique, anonymous ID issued by Google Play services; 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

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

amazon_aid Amazon Fire TV advertising ID

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

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

imei Unique identifier associated with every mobile device

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

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

app_id

App IDs of apps included in a brand bundle.

Examples:

Android: com.company.app

iOS: id123456789

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

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

Attribution fields in the context of PBA

 

Field api_name Example values Description
Web ID af_web_id 94bdf390-20b5-47f1-8e84-d17314fa25f1 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 report fields

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:

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

Parameter Name Description Possible values
bundle_name Brand bundle name as configured on the brand bundle page.  My brand bundle
bundle_id Brand bundle ID  5cb37787640043
app_id

ID of the installed app

  • Android: com.sample.app
  • iOS: 1d123456789
install_id Unique install ID that groups touchpoints from a user's journey  5cb377876400439a90bafaf32533d12c
appsflyer_id AppsFlyer ID assigned to a mobile device when a user installs an app 1234567890123-12345678901234567890
install_time Install time   12/7/2019 15:33
install_type Type of install
  • organic_install
  • custom_link_install
  • smart_banner_install
path_touch_type

Touch type from a user's journey. Learn more > web-to-app guide

  • single_source
  • first_source
  • intermediate_source (assist)
  • last_source
final_data

Indicates if data (in a report row) is final; the data is finalized after 7 days

Example:

  • Install takes place on the 1st of the month
  • For the next 7 days, every report row associated with this install shows the value false under the final_data column
  • On the 8th of the month, the value changes to true
  • Now, the install no longer appears in the report.
 True or false
mobile_media_source Shows the name of the mobile media source last engaged before an install  applovin_int
mobile_campaign Shows the name of the campaign last engaged before an install  my_campaign
mobile_device_category Type of device used to install an app
  • phone
  • tablet
mobile_platform

Operating system of the device used to install an app

  • Android
  • iOS
mobile_country Country where an install occurred  US
web_timestamp

Time of the touchpoint

 12/7/2019 5:26
web_media_source Web media source touchpoint google
web_campaign Web campaign touchpoint  my_web_campaign
web_media_type Type of web media source 
  • Paid: Media sources that you pay to advertise your website
  • Owned:Owned media sources such as email, SMS, viral posts
  • Earned: Direct traffic or traffic coming from search engines
web_device_category

Type/category of device where a touchpoint occurred

  • desktop
  • smartphone
  • tablet
web_platform Operating system of the device where a touchpoint occurred
  • android
  • ios
  • windows
  • macOS
web_country Country where a touchpoint occurred  US
web_pid

pid of a touchpoint's web media source

Learn more > Media source and campaign mapping

web_media_source_int
web_utm_source

URL's UTM source parameter at the time a user visited a website 

Learn more > Media source and campaign mapping

google
web_utm_medium

URL's UTM medium parameter at a touchpoint

Learn more > Media source and campaign mapping

search
web_utm_campaign

URL's UTM campaign parameter at a touchpoint

Learn more > Media source and campaign mapping

campaign
web_utm_content

URL's UTM content parameter at a touchpoint

Learn more > Media source and campaign mapping

deals 
web_utm_term

URL's UTM term (keywords) parameter at a touchpoint

Learn more > Media source and campaign mapping

great deals on equipment
web_referrer

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

 https://google.com
customer_user_id Customer user ID as set by the web SDK 123456
idfa

IDFA of an iOS device used for an iOS app installation

7e******-****-****-****-*********16
idfv App level identifier for a particular vendor 7e******-****-****-****-*********16
android_id Android ID of a device used for an Android app installation  d**************2
advertising_id Advertising ID of a device used for an Android app installation  0f******-****-****-****-*********da
amazon_fire_id Amazon Fire ID of a device used for an Amazon Fire app installation  0f******-****-****-****-*********da
imei IMEI of the device used for an Android app installation 8**************5

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:

  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

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/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 
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