Source Medium’s MTA system handles brand campaigns differently from non-brand campaigns. This document explains how brand campaigns are treated in attribution models and how to interpret their data.
Brand campaigns are marketing initiatives that target users already familiar with your brand, typically using branded search terms, remarketing audiences, or other brand-specific targeting methods. Common examples include:
Google Search ads for your company name
Meta ads targeted at your page’s followers
Anything considered to boost brand awareness.
We derive brand campaigns from the campaign naming convention. If your campaign name contains “brand”, we will automatically categorize it as a brand campaign.
-- Brand vs. Non-Brand Campaign PerformanceSELECT CASE WHEN lower(ad_campaign_tactic) = 'brand' THEN 'Brand' ELSE 'Non-Brand' END as campaign_type, SUM(ad_spend) as total_spend, SUM(ad_impressions) as total_impressions, SUM(ad_clicks) as total_clicks, SUM(ad_platform_reported_conversions) as platform_conversions, SUM(ad_platform_reported_revenue) as platform_revenue, SUM(sm_first_touch_revenue) as attributed_revenue, SAFE_DIVIDE(SUM(sm_first_touch_revenue), SUM(ad_spend)) as attributed_roasFROM `sm-{{account_id}}.sm_transformed_v2_ad_attribution_performance_daily`WHERE sm_store_id = 'your-sm_store_id' AND date BETWEEN DATE_SUB(CURRENT_DATE(), INTERVAL 30 DAY) AND CURRENT_DATE()GROUP BY 1ORDER BY 1
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-- Brand Campaign Metrics Over TimeSELECT DATE_TRUNC(date, MONTH) as month, SUM(ad_spend) as brand_spend, SUM(ad_impressions) as brand_impressions, SUM(ad_clicks) as brand_clicks, SAFE_DIVIDE(SUM(ad_clicks), SUM(ad_impressions)) as ctr, SAFE_DIVIDE(SUM(ad_spend), SUM(ad_clicks)) as cpcFROM `sm-{{account_id}}.sm_transformed_v2_ad_attribution_performance_daily`WHERE sm_store_id = 'your-sm_store_id' AND lower(ad_campaign_tactic) = 'brand' AND date >= DATE_SUB(CURRENT_DATE(), INTERVAL 6 MONTH)GROUP BY 1ORDER BY 1