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version: 2

models:
  - name: rpt_ad_performance_daily
    description: >
      Daily advertising performance across platforms for spend, efficiency, and ROAS. Grain: One row per (smcid, source_system, sm_channel, date, ad_id). Date field: date. Critical filters: sm_channel for segmentation; source_system for platform analysis. Key joins: none; drill down to platform detail using (source_system, ad_id); blend with rpt_executive_summary_daily via (date, sm_channel).
    columns:
      - name: ad_account_id
        description: >
          The unique identifier for the ad account that is associated with the ad.

      - name: ad_account_name
        description: >
          The name of the ad account that is associated with the ad.

      - name: ad_campaign_id
        description: >
          The unique identifier for the campaign that is associated with the ad.

      - name: ad_campaign_name
        description: >
          The name of the campaign that is associated with the ad.

      - name: ad_campaign_tactic
        description: >
          The tactic of the campaign derived from campaign naming conventions. Possible values are "Prospecting", "Retargeting", and "Brand". Default is "Prospecting".

      - name: ad_campaign_type
        description: >
          The type of campaign that is associated with the ad, such as reach, discovery, search, display, or video (this campaign type will vary by advertising platform).

      - name: ad_clicks
        description: >
          The number of times the ad was clicked.

      - name: ad_creative_body
        description: >
          The body copy of the ad creative used for the ad.

      - name: ad_creative_call_to_action_type
        description: >
          The type of call-to-action used in the ad creative, such as "order now" or "sign up" (the call to action type will vary by advertising platform).

      - name: ad_creative_facebook_url
        description: >
          The URL of the ad creative as it appears on Facebook.

      - name: ad_creative_id
        description: >
          The unique identifier for the ad creative that is associated with the ad.

      - name: ad_creative_image_url
        description: >
          The URL of the image used in the ad creative.

      - name: ad_creative_instagram_url
        description: >
          The URL of the ad creative as it appears on Instagram.

      - name: ad_creative_link_params
        description: >
          The URL parameters used in the ad creative link.

      - name: ad_creative_thumbnail_url
        description: >
          The URL of the thumbnail image used in the ad creative.

      - name: ad_creative_title
        description: >
          The title of the ad creative used for the ad.

      - name: ad_group_id
        description: >
          The unique identifier for the ad group that contains the ad. Used to group related ads within a campaign for organizational and reporting purposes.

      - name: ad_group_name
        description: >
          The name of the ad group that contains the ad. Provides human-readable identification for ad set organization within campaigns.

      - name: ad_id
        description: >
          The unique identifier for the ad.

      - name: ad_impressions
        description: >
          The number of times the ad was shown.

      - name: ad_inline_link_clicks
        description: >
          The number of clicks on links within the ad that led users to advertiser-specified destinations. Subset of total ad_clicks; excludes non-link engagement clicks (e.g., likes, comments).

      - name: ad_name
        description: >
          The name of the ad.

      - name: ad_platform_campaign_objective
        description: >
          The objective of the campaign that is associated with the ad, such as "maximize conversion" or "target impression share" (the campaign objective will vary by advertising platform).

      - name: ad_platform_reported_conversion_windows
        description: >
          Struct containing platform-reported conversion metrics across different attribution windows. Enables analysis of how attribution window selection affects reported performance.

      - name: ad_platform_reported_conversions
        description: >
          The number of conversions attributable to the ad, as reported by the advertising platform.

      - name: ad_platform_reported_revenue
        description: >
          The amount of revenue attributable to the ad, as reported by the advertising platform.

      - name: ad_platform_reported_revenue_windows
        description: >
          Struct containing platform-reported revenue metrics across different attribution windows. Enables analysis of how attribution window selection affects reported revenue performance.

      - name: ad_spend
        description: >
          The amount of money spent on the ad.

      - name: date
        description: >
          The date when the ad was delivered.

      - name: sm_channel
        description: >
          The sales channel associated with the ad.

      - name: sm_store_id
        description: >
          SourceMedium's unique store identifier. For Shopify stores, derived from the myshopify.com domain; for other platforms (Amazon, TikTok Shop, Walmart.com), uses platform-specific identifiers.

      - name: source_system
        description: >
          The advertising source system used to deliver the ad.

      - name: sub_channel
        description: >
          Sub-channel classification for the ad, typically derived from campaign naming or ad platform specifics. Provides additional granularity beyond sm_channel for channel-specific analysis (e.g., Affiliate, Brand, Retargeting).
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