The results of an attribution model calculation are stored in a Google BigQuery dataset:
By default, the dataset contains three tables with intermediate attribution results (actions_, probabilities_, and purchases_) and a partitioned table values_ with the final calculation results data. Up until August 1, 2018, the values' data is being duplicated to non-partitioned values_ tables as well.
The name of each table ends with a prefix denoting the end date of the transaction window selected during the attribution model calculation. For example, “actions_20160601”.
The values table contains the information about sessions that were attributed and the value assigned to them and the information about the attributed values that were created as the result of regular model calculations grouped by months.
The actions_ table contains information about all sessions and user interactions with your site. The probabilities table is based on the actions_ table and contains data about the probability of users getting throughout each step of the conversion funnel. The purchases_ table contains data on conversions. The data in these three tables is intermediate and is used only to deliver you the attribution calculation results stored in the values table.
The values table schema
| Field name | Data type | Description |
|---|---|---|
_PARTITIONTIME |
TIMESTAMP | This pseudo column contains a timestamp for the start of the day (in UTC) in which the data was loaded. For the YYYYMMDD partition, this pseudo column will contain the value TIMESTAMP('YYYY-MM-DD'). |
session_id |
STRING |
Session ID |
time |
INTEGER |
Interaction time in milliseconds |
ts |
TIMESTAMP | Interaction time in TIMESTAMP format |
user_id |
STRING | User ID |
transaction_id |
STRING |
Transaction ID. Note: If this field is empty, the value will be generated automatically in the format |
transaction_time |
INTEGER | Transaction time |
value |
FLOAT | Value attributed to an interaction |
revenue |
FLOAT | Transaction revenue |
source |
STRING | Campaign source |
medium |
STRING | Campaign medium |
campaign |
STRING | Campaign name |
keyword |
STRING | Ad campaign keyword |
adContent |
STRING | Ad campaign contents |
active_step |
INTEGER | The order number of the step in the funnel |
lag_active_step |
INTEGER | The order number of the step in the funnel for the previous interaction. If a user made no actions in the funnel, the field will get the "0" value. |
user_type |
STRING | Type of a customer: new or returned |
device |
STRING | Device category: desktop only, tablet only, mobile only or cross-device |
region |
STRING | User region |
value_from_sid |
STRING | The ID of the session that was filtered out when excluding traffic channels that should not get value assigned in the attribution model settings |
data_source |
STRING | Source of the session data: OWOX BI, BigQuery Export for GA360 or a transactions data table |
date |
STRING | The latest date within the calculation period in the "YYYYMMDD" format. Note: this is not the interaction time. The interaction time can be found in the time field. |
The probabilities table schema
| Field name | Data type | Description |
|---|---|---|
device |
STRING | User device category |
region |
STRING | Region |
user_type |
STRING | User type |
lag_active_step |
INTEGER | The order number of next to last funnel step. If a user made no actions in the funnel, the field will get a "-1" value. |
probability |
FLOAT | Step probability that was used in the model calculation |
reg_usr_dev_conf_interval |
FLOAT | Confidence interval in the segment grouped by all the dimensions: Device Category, User Type, and Region |
reg_usr_dev_probability |
FLOAT | Probability in the segment grouped by all the dimensions |
reg_usr_dev_lag_actions |
INTEGER | Number of actions on the previous step in the segment grouped by all the dimensions |
reg_usr_dev_actions |
INTEGER | Number of actions on the step in the segment grouped by all the dimensions |
user_dev_conf_interval |
FLOAT | Confidence interval in the segment grouped by the dimensions: Device Category and User Type |
user_dev_lag_actions |
INTEGER | Number of actions on the previous step in the segment grouped by the dimensions: Device Category and User Type |
user_dev_actions |
INTEGER | Number of actions on the step in the segment grouped by the dimensions: Device Category and User Type |
user_dev_probability |
FLOAT | Probability in the segment grouped by the dimensions: Device Category and User Type |
dev_conf_interval |
FLOAT | Confidence interval in the segment grouped by Device Category |
dev_lag_actions |
INTEGER | Number of actions on the previous step in the segment grouped by Device Category |
dev_actions |
INTEGER | Number of actions on the step in the segment grouped by Device Category |
dev_probability |
FLOAT | Probability in the segment grouped by Device Category |
global_actions |
INTEGER | Total number of actions on the step |
global_lag_actions |
INTEGER | Total number of actions on the previous step |
global_probability |
FLOAT | Average probability without segmentation |
The actions table schema
| Field name | Data type | Description |
|---|---|---|
session_id
|
STRING | Session ID |
active_step
|
INTEGER | The order number of the step in the funnel |
user_id
|
STRING | User ID |
transaction_id
|
STRING |
Transaction ID. Note: If this field is empty, the value will be generated automatically in the format |
time
|
INTEGER | Interaction time in milliseconds |
date
|
STRING | Interaction date in your timezone in the format “YYYYMMDD” |
is_attributed
|
BOOLEAN | Shows if the interaction didn't get value because of the model settings |
device
|
STRING | Device category |
user_type
|
STRING | User type |
region
|
STRING | Region |
data_source
|
STRING | Source of the session data: OWOX BI Pipeline, BigQuery Export for Google Analytics 360 or a custom data source. |
lag_active_step
|
INTEGER | The order number of the step in the funnel for the previous interaction. If a user made no actions in the funnel, the field will get the 0 value. |
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