obt_funnel_event_history - SourceMedium

Two sources that are easy to misread here: Tapcart is not a funnel source in this table; it appears on orders as a Shopify sales channel and UTM override. And ChatGPT or Perplexity referrers group into the ai_search channel, which is organic AI-search traffic, not ChatGPT Ads spend.

Unified funnel event history across tracking sources (Elevar, Blotout, Snowplow/GA4, Heap, RudderStack) for pathing and attribution.

Grain: One row per event (sm_event_key).
Date field: event_local_datetime.
Filters to start with: source_system (tracking platform); sm_event_name (event type: purchase, add_to_cart, etc.).
Joins: obt_orders via event_order_id = order_id (many:1) when available.

Query examples

Columns

Column	Type	Description
`sm_event_key`	STRING	Internal SM event ID that’s unique for each row.
`sm_store_id`	STRING	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.
`event_action`	STRING	Event action from analytics platforms (e.g., Google Analytics event action like ‘click’, ‘submit’). Used for understanding specific user interactions within event categories.
`event_category`	STRING	Event category from analytics platforms (e.g., Google Analytics event category). Used for grouping events by type in custom event tracking implementations.
`event_checkout_id`	STRING	Checkout identifier associated with the event when the event occurs during a checkout process. Used to link funnel events to specific checkout sessions for abandoned cart analysis.
`event_checkout_token`	STRING	Unique token for the checkout session associated with the event. Used to track checkout abandonment and recovery flows across multiple events.
`event_currency_code`	STRING	Three-letter ISO 4217 currency code for revenue events (e.g., ‘USD’, ‘EUR’, ‘GBP’). Used for multi-currency revenue tracking and international market analysis.
`event_customer_id`	STRING	Platform-reported customer identifier associated with the event.
`event_datetime`	DATETIME	UTC timestamp when the event was synced/ingested into the warehouse. Use event_local_datetime for time-series analysis in the reporting timezone.
`event_experiment_name`	STRING	Name of the A/B test or experiment associated with the event. Used to segment events by experiment variant for testing analysis.
`event_experiment_variant`	STRING	Variant identifier for the A/B test or experiment (e.g., ‘control’, ‘variant_a’). Used to compare funnel performance across experiment variants.
`event_fbclid`	STRING	Facebook Click Identifier (FBCLID) from the event, used for Meta/Facebook ad attribution. Links events to specific Facebook/Instagram ad clicks for conversion tracking.
`event_gclid`	STRING	Google Click Identifier (GCLID) from the event, used for Google Ads attribution. Links events to specific Google Ads clicks for conversion tracking.
`event_id`	STRING	Platform-specific identifier of the event instance.
`event_is_recurring_subscription_order`	BOOL	True when an Elevar event’s order tags contain “Subscription Recurring” (case-insensitive); false otherwise for Elevar and NULL for source systems that do not provide this field.
`event_label`	STRING	Event label from analytics platforms providing additional context about the event. Used for detailed event segmentation and custom tracking analysis.
`event_landing_page_ad_id`	STRING	Facebook/Meta ad ID extracted from the landing page URL parameters (fbadid or ad_id). Used to attribute events to specific Meta advertising campaigns.
`event_local_datetime`	DATETIME	Event timestamp in the reporting time zone; use for time-series grouping and recency checks.
`event_order_id`	STRING	Associated order ID when the event relates to an order (e.g., purchase).
`event_order_line_subtotal_revenue`	NUMERIC	Line-level subtotal revenue attributed to the event when available.
`event_order_revenue`	NUMERIC	Revenue attributed to the event when applicable (e.g., purchase events).
`event_order_shipping_revenue`	NUMERIC	Shipping revenue attributed to the event when applicable.
`event_order_subtotal_revenue`	NUMERIC	Subtotal revenue (pre-tax, pre-shipping) attributed to the event.
`event_order_taxes`	NUMERIC	Taxes attributed to the event when applicable.
`event_page_path`	STRING	The URL path of the page where the event occurred (e.g., ‘/products/item-name’). Normalized to remove special characters; use for page grouping in funnel analysis.
`event_page_title`	STRING	The title of the web page where the event occurred (from HTML <title> tag). Used for page-level funnel analysis and identifying specific landing pages.
`event_page_url`	STRING	Page URL with the query parameters removed.
`event_page_url_with_params`	STRING	Page URL with all original query parameters.
`event_referrer`	STRING	The full referrer URL that brought the user to the page where the event occurred. Contains complete referrer information including query parameters.
`event_referrer_domain`	STRING	The domain extracted from the referrer URL that brought the user to the page. Used to identify traffic sources and external sites driving events.
`event_referrer_medium`	STRING	Marketing medium extracted from the referrer URL (e.g., ‘organic’, ‘cpc’, ‘social’). Used for medium-level attribution when UTM parameters are not available.
`event_referrer_source`	STRING	Marketing source extracted from the referrer URL (e.g., ‘google’, ‘facebook’). Used for source-level attribution when UTM parameters are not available.
`event_referrer_term`	STRING	Search term or keyword extracted from the referrer URL. Used for keyword-level attribution and search query analysis.
`event_referrer_url`	STRING	Full referrer URL including query parameters that brought the user to the page. More detailed than event_referrer; used for complete referrer analysis.
`event_screen_resolution`	STRING	Screen resolution of the device where the event occurred (e.g., ‘1920x1080’). Used for device-specific funnel optimization and responsive design analysis.
`event_session_id`	STRING	Platform-specific session identifier for the user’s browsing session. May differ from event_user_session_id depending on tracking platform; used for session-level analysis.
`event_user_city`	STRING	City location of the user who triggered the event, derived from IP geolocation or user profile. Used for geographic segmentation and regional funnel analysis.
`event_user_country_code`	STRING	Two-letter ISO country code of the user who triggered the event (e.g., ‘US’, ‘CA’, ‘GB’). Used for international market segmentation and country-level funnel analysis.
`event_user_email`	STRING	Email address of the user who triggered the event, when available from tracking platform. Used for user identification and linking events to customer records.
`event_user_first_name`	STRING	First name of the user who triggered the event, when available from tracking platform. Used for personalization and user identification.
`event_user_id`	STRING	Platform-reported user identifier (distinct from customer ID) associated with the event.
`event_user_last_name`	STRING	Last name of the user who triggered the event, when available from tracking platform. Used for personalization and user identification.
`event_user_phone`	STRING	Phone number of the user who triggered the event, when available from tracking platform. Format varies by platform; used for user identification in phone-based campaigns.
`event_user_province_code`	STRING	State/province code of the user who triggered the event (e.g., ‘CA’, ‘NY’). Used for regional segmentation and state-level funnel analysis.
`event_user_session_count`	NUMERIC	Session count metric associated with the event/user context when provided by the platform.
`event_user_session_id`	STRING	Session identifier for the user’s browsing session when the event occurred. Used to group events into sessions for session-level funnel analysis and pathing.
`event_user_zip_code`	STRING	ZIP/postal code of the user who triggered the event. Used for granular geographic analysis and local market segmentation.
`event_utm_campaign`	STRING	UTM campaign associated with the event (if available).
`event_utm_content`	STRING	UTM content associated with the event (if available).
`event_utm_id`	STRING	UTM ID parameter from the event URL, used for campaign tracking across Google and other platforms. Links events to specific marketing campaign IDs for attribution analysis.
`event_utm_medium`	STRING	UTM medium associated with the event (if available).
`event_utm_source`	STRING	UTM source associated with the event (if available).
`event_utm_term`	STRING	UTM term associated with the event (if available).
`sm_event_name`	STRING	Normalized event name mapped across platforms for consistent funnel analysis.
`source_system`	STRING	Tracking platform emitting the event (elevar, blotout, snowplow, snowplow_ga4, heap, ga4, rudderstack).
`source_system_event_local_datetime`	DATETIME	Original event timestamp from the source tracking platform in its local timezone. May differ from event_local_datetime which uses the reporting timezone; use for debugging timestamp discrepancies.
`source_system_event_name`	STRING	Original event name from the source platform.
`user_ip`	STRING	IP address of the user who triggered the event. Used for geolocation analysis and fraud detection; may be anonymized based on privacy settings.
`user_user_agent`	STRING	Browser user agent string from the event, identifying browser and device type. Used for browser compatibility analysis and device segmentation.
`user_zip`	STRING	ZIP/postal code from user IP geolocation or profile data. Alternative to event_user_zip_code; used for geographic segmentation.