Raw data reports for people-based attribution

At a glance: App users generate people-based attribution (PBA) raw data - touchpoints and web events - associated with your website. Use PBA raw data to optimize campaigns.

PBA raw data reports

PBA raw data reports enable you to analyze user journeys and actions. The PBA raw data reports available are:

  • Web touchpoints: visits (touchpoints) to your website can be related by:
    • Campaign: name, media type
    • User: Geo (country), device type
  • Web events: actions performed by the user on your website like subscribe or purchase
  • Web-to-app:  identifies the web media source that directed a user to your website where they clicked on a link and installed the app

Web touchpoints report

Web touchpoint data measure user exposure and engagement with campaigns. Analyze the data to find out what impacts campaign performance as follows:

  • Touchpoints to uncover what is driving users to your website
  • User-related like geo to compare the impact of campaigns by user location.

Web events report

Web events contain user actions performed on the website (subscribe and purchase).

Web events are attributed to the last non-direct touchpoint; it can be associated with a campaign, ad, media source, or other parameters. Use these parameters to optimize your marketing.

  • Analyze user behavior per media source:
    • Study a set of user events to understand the path they took before making a conversion.
    • Then, match path patterns and associate them with specific media sources, campaigns, and ads.
  • Review users that perform actions but don't convert:
    • Identify the campaigns, ads, and media sources that bring non-converting users to your website.
    • Then, check why these sources produce non-converting users.

Web events reports include the following fields: pid, utm_source, utm_source, utm_campaign, utm_term, utm_content, http_referrer.

For web events, the values for these fields are determined through the attributing touchpoint. For example, a user visits your website using the following URL:https://example.com?utm_source=example_source&utm_campaign=example_campaignThey 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. So doing,  you can find out which sources and campaigns drive users and what actions the users perform.

Web-to-app report

Web-to-app reports contain the multi-source paths on your website that result in an install.

  • Analyze the distribution of install types () that occur after a web visit (touchpoint).
    • Identify if touchpoints from web media sources are enough to drive an install.
    • Or, is a mobile ad network also needed.
  • 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

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

Challenge: How to combine mobile app and website data.

Solution: 

  • Combine reports using customer user ID (CUID)
    • Set the CUID for both mobile and web users
    • 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
  • Analyze user behavior in each platform
  • Consider which platform shows more user engagement.
  • See which platform produces more conversions
  • Measure your efforts atswitching users from web to mobile

Using raw data reports

Web touchpoints and web events report fields

Web touchpoints includes organic touchpoints:

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

Example Web touchpoint and web event reports:

Report structure is defined by configuring Data Locker.

Field list web touchpoints and web events report

Field values in raw data reports are determined by the attribution link and other factors such as install and event times. Some fields are relevant specifically to PBA. Select the required fields when configuring Data Locker.  The fields are listed in the tables that follow. 

Field header Description PBA Web events PBA Web touchpoints
attributed_touch
_type
User clicks (click attribution) an ad or link that leads to a conversion Constant value = “click” Constant value = “click”
attributed_touch
_time
Time between a user clicking an ad and reaching your website Time of attributing touchpoint (visit) Time of attributing touchpoint (visit)
install_time App install time is available if PBA maps a web user to a mobile-app user Mobile-app install time Mobile-app install time
event_time Time (hh:mm) a user performs an action that is recorded as an event Time of the attributed event N/A
event_source Event recorded using the web SDK Constant value = “web SDK” Constant value = “web SDK”
web_event_type

Choose the type of event:

  • Standard event (like add to cart)
  • Conversion event (like a purchase)
Standard event/
conversion event
constant value = “visit”
media_source Name of the media source that brought the user Media source of attributing touchpoint (website visit)
campaign Name of the campaign that brought the user Campaign of attributing touchpoint (website visit)
media_type

Indicates the type of media source.

Examples: 

  • Paid = Google
  • Owned = Email campaigns
  • Earned = Users brought by search results 
Media type of attributing touchpoint (paid/owned/earned) Media type of attributing touchpoint (paid/owned/earned)
media_channel

Indicates the media channel through which the user is attributed.

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.
Channel of attributing touchpoint Channel of attributing touchpoint
event_name

Event name as sent by the SDK.

Example:  "purchase" or "subscribe"

Event name as defined in the SDK N/A 
af_sub1 Taken from the SDK eventLabel parameter when sending events Custom data labeling of an event N/A
af_sub2 Taken from the SDK eventCategory parameter when sending events Type grouping of an event  N/A 
event_value  {"product_id": "123", "price": "12"} N/A N/A 
event_revenue Taken from the SDK eventRevenue parameter when sending events Revenue assigned to an event N/A 
event_revenue
_currency
Default event revenue currency is USD
  • Revenue in the currency specific to an event
  • Defaults to USD if not specified
N/A
event_revenue
_usd
If original currency is not in USD, then it is converted to USD If reported in non-USD, then revenue is converted to USD N/A
pid

Value of URL pid parameter of the attributing touchpoint (website visit). Learn more.

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

document.referrer of the attributing touchpoint (website visit)

Learn more > Media source and campaign mapping

original_url URL page associated with a visit or event URL page associated with a visit URL page associated with an event
region   Based on IP: geo resolution Based on IP: geo resolution
country_code US Based on IP: geo resolution Based on IP: geo resolution
state NY Based on IP: geo resolution Based on IP: geo resolution
city  New York Based on IP: geo resolution Based on IP: geo resolution
postal_code 123456 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 (numeric or email) used in your internal systems 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 name Field header 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
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 Timestamp of an install  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

Learn more here.

 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

Touchpoint timestamp

 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

http.referrer at a touchpoint; usually a web media source

Learn more > Media source and campaign mapping

 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 and downloading PBA reports

Configure PBA reports

The reports are available in Data Locker.

To generate PBA reports, configure them in Data Locker:

  1. In the navigation menu, go to Integration > Data locker.
  2. Under People-based attribution, select Web events and Web touchpoints.
  3. Click Save configuration.

Add PBA-related fields to reports

Before changing the current Data Locker configuration take into consideration that fields selected are added to other reports. This affects the format of your remaining reports. 

To add PBA-related fields to 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 field. See recommended fields in report structure and fields.
  3. Click Save configuration.

Download reports

To download reports, see accessing data locker reports.

Data locker aggregates reports into hourly folders. PBA raw data is aggregated daily into a single report. This report appears in Data locker in the h=23 folder.

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

 

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