Understanding the core data models that power Source Medium Multi-Touch Attribution
obt_purchase_journeys_with_mta_models
)sm_store_id
: SourceMedium customer IDsource_system
: Original tracking source (Elevar, Blotout, etc.)sm_touch_id
: Unique identifier for each touch pointpurchase_order_id
: Associated order ID for purchase eventssm_event_name
: Standardized event nameevent_local_datetime
: Timestamp in customer’s local timezonesm_event_marketing_channel
: Marketing channel classificationsm_event_ad_id
: Ad identifiersm_event_page_category
: Page category classificationsm_event_page_path
: Page path from the eventattribution_metadata
: Contains UTM parameters and referrer informationhas_non_email_sms_touch
: Indicates if journey has non-email/SMS touchesdays_to_conversion
: Days between touch and conversionpurchase_journey_type
: Classification of the journey (single session, multi-session, etc.)first_touch_revenue_impact
: Revenue attributed by first touch model for each dimensionlast_touch_revenue_impact
: Revenue attributed by last touch model for each dimensionlinear_revenue_impact
: Revenue attributed by linear model for each dimensionfirst_touch_conversion_impact
: Conversions attributed by first touch modellast_touch_conversion_impact
: Conversions attributed by last touch modellinear_conversion_impact
: Conversions attributed by linear modelrpt_ad_attribution_performance_daily
)sm_store_id
: SourceMedium customer IDsource_system
: Ad platform sourcedate
: Performance datesm_marketing_channel
: Marketing channel (only for channel-level rows)ad_id
: Ad identifier (only for ad-level rows)ad_name
: Name of the adad_campaign_id
: Campaign identifierad_campaign_name
: Campaign namead_campaign_type
: Campaign typead_campaign_tactic
: Campaign tactic (e.g., “brand”, “prospecting”)ad_spend
: Amount spent on the adad_clicks
: Number of clicksad_impressions
: Number of impressionsad_platform_reported_conversions
: Conversions reported by the platformad_platform_reported_revenue
: Revenue reported by the platformsm_first_touch_revenue
: Revenue attributed via first touch modelsm_last_touch_revenue
: Revenue attributed via last touch modelsm_linear_revenue
: Revenue attributed via linear modelsm_first_touch_conversions
: Conversions attributed via first touch modelsm_last_touch_conversions
: Conversions attributed via last touch modelsm_linear_conversions
: Conversions attributed via linear modelad_id
is NULL) only include unattributed metrics not counted at the ad levelrpt_outbound_message_performance_daily
)sm_store_id
: SourceMedium customer IDdate
: Performance datesm_message_channel
: Channel (email or SMS)message_id
: Unique identifier for the messagecampaign_id
: Campaign identifiermessage_name
: Name of the messagemessage_subject
: Subject line of the messagecampaign_name
: Name of the campaignmessage_unique_sends
: Number of unique sendsmessage_unique_receives
: Number of unique receivesmessage_unique_opens
: Number of unique opensmessage_unique_clicks
: Number of unique clicksmessage_unique_bounces
: Number of unique bouncesplatform_reported_orders
: Number of orders reported by the platformplatform_reported_order_revenue
: Revenue reported by the platformobt_funnel_event_history
)