Understanding the core data models that power Source Medium Multi-Touch Attribution
Source Medium’s Multi-Touch Attribution system is built on several powerful data models that track customer journeys, calculate attribution, and provide insights into marketing performance. This guide explains the core models you can use for analysis and reporting.
obt_purchase_journeys_with_mta_models
)This is the central model for multi-touch attribution, containing complete customer journey data with attribution calculations across multiple models and dimensions.
Identifiers
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 eventsEvent Data
sm_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
attribution_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.)Revenue Impact Metrics
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 dimensionConversion Impact Metrics
first_touch_conversion_impact
: Conversions attributed by first touch modellast_touch_conversion_impact
: Conversions attributed by last touch modellinear_conversion_impact
: Conversions attributed by linear modelEmail/SMS Handling: The model implements special rules for Email/SMS channels
Brand Campaign Handling: Brand campaigns appear in data but receive zero attribution
rpt_ad_attribution_performance_daily
)This report model combines ad performance data with attribution metrics at both ad and channel levels, providing a comprehensive view of marketing performance.
Identifiers & Dimensions
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 Metadata
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”)Performance Metrics
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 platformAttribution Metrics
sm_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 modelChannel-Level Unattributed Metrics
ad_id
is NULL) only include unattributed metrics not counted at the ad levelBrand Campaign Handling
rpt_outbound_message_performance_daily
)This model provides daily performance metrics for email and SMS campaigns, which can be connected to the Email/SMS dimension in the attribution models.
Identifiers
sm_store_id
: SourceMedium customer IDdate
: Performance datesm_message_channel
: Channel (email or SMS)message_id
: Unique identifier for the messagecampaign_id
: Campaign identifierMessage Metadata
message_name
: Name of the messagemessage_subject
: Subject line of the messagecampaign_name
: Name of the campaignPerformance Metrics
message_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 platformThis model is particularly useful when analyzing the Email/SMS dimension in the MTA system, as it provides engagement metrics for the messages that appear in attribution reports.
obt_funnel_event_history
)This model contains the raw event data that forms the basis of the attribution system, collecting and standardizing events from various sources.
While most users will interact with the attribution models rather than this raw event data, understanding its existence helps provide context for how the attribution system works. This model captures the individual interactions that make up customer journeys.
All these models are available in your managed BigQuery instance, allowing you to:
If you need assistance accessing these models or building custom queries, contact your SourceMedium account manager.
Understanding the core data models that power Source Medium Multi-Touch Attribution
Source Medium’s Multi-Touch Attribution system is built on several powerful data models that track customer journeys, calculate attribution, and provide insights into marketing performance. This guide explains the core models you can use for analysis and reporting.
obt_purchase_journeys_with_mta_models
)This is the central model for multi-touch attribution, containing complete customer journey data with attribution calculations across multiple models and dimensions.
Identifiers
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 eventsEvent Data
sm_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
attribution_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.)Revenue Impact Metrics
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 dimensionConversion Impact Metrics
first_touch_conversion_impact
: Conversions attributed by first touch modellast_touch_conversion_impact
: Conversions attributed by last touch modellinear_conversion_impact
: Conversions attributed by linear modelEmail/SMS Handling: The model implements special rules for Email/SMS channels
Brand Campaign Handling: Brand campaigns appear in data but receive zero attribution
rpt_ad_attribution_performance_daily
)This report model combines ad performance data with attribution metrics at both ad and channel levels, providing a comprehensive view of marketing performance.
Identifiers & Dimensions
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 Metadata
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”)Performance Metrics
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 platformAttribution Metrics
sm_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 modelChannel-Level Unattributed Metrics
ad_id
is NULL) only include unattributed metrics not counted at the ad levelBrand Campaign Handling
rpt_outbound_message_performance_daily
)This model provides daily performance metrics for email and SMS campaigns, which can be connected to the Email/SMS dimension in the attribution models.
Identifiers
sm_store_id
: SourceMedium customer IDdate
: Performance datesm_message_channel
: Channel (email or SMS)message_id
: Unique identifier for the messagecampaign_id
: Campaign identifierMessage Metadata
message_name
: Name of the messagemessage_subject
: Subject line of the messagecampaign_name
: Name of the campaignPerformance Metrics
message_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 platformThis model is particularly useful when analyzing the Email/SMS dimension in the MTA system, as it provides engagement metrics for the messages that appear in attribution reports.
obt_funnel_event_history
)This model contains the raw event data that forms the basis of the attribution system, collecting and standardizing events from various sources.
While most users will interact with the attribution models rather than this raw event data, understanding its existence helps provide context for how the attribution system works. This model captures the individual interactions that make up customer journeys.
All these models are available in your managed BigQuery instance, allowing you to:
If you need assistance accessing these models or building custom queries, contact your SourceMedium account manager.