obt_media_mix_performance

Pro warehouses only. Media mix tables are not delivered on Foundation warehouses. See Foundation and Pro.

Two ways to get a wrong number from this table, both structural.Filtering to one sales venue. Spend books to the venue the media ran on; revenue books to the venue the purchase happened on. Meta spend runs on your website while a share of the sales it drives land on Amazon, so filtering to a single sales_platform gives you the wrong denominator and can show an infinite return. Sum across venues; is_spend_venue marks the row the media actually ran on.Comparing lenses below the grain they share. Vendors resolve each segment to the finest level they can and report different metrics at different levels. ad_platform_reported_* is absent at channel level; last_click_* and mmm_new_customer_* are absent at ad and ad group level. Group by ad group and compare lenses and the missing one reads as zero rather than as missing.Use rpt_media_mix_channel_daily for any lens comparison or ROAS figure. It collapses both dimensions for you.

Every row a media mix measurement vendor reported, at the grain and sales venue it reported it, with the vendor’s modelled attribution, last-click attribution, and platform-reported figures side by side.

Grain: one row per media_mix_record_key.
Filters to start with: measurement_grain_level, since rows at different levels are disjoint segments; is_spend_venue for the spend side of a channel.
Joins: rpt_media_mix_channel_daily for the channel-by-day rollup.

Columns

Column	Type	Description
`media_mix_record_key`	STRING	Stable row identity across vendors.
`vendor_record_key`	STRING	The vendor’s own row identifier, for reconciling against their interface.
`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.
`ad_clicks`	INT64	Clicks on the media, as reported by the measurement vendor.
`ad_group_name`	STRING	Ad group name. Present only on rows the vendor resolved to ad or ad group level.
`ad_impressions`	INT64	Impressions for the media, as reported by the measurement vendor.
`ad_name`	STRING	Ad name. Present only on rows the vendor resolved to ad level.
`ad_platform_reported_conversions`	FLOAT64	Conversions the advertising platform reported for itself. Absent at channel level.
`ad_platform_reported_revenue`	NUMERIC	Revenue the advertising platform claimed for itself, in the currency shown by media_mix_currency_code. Absent at channel level.
`ad_spend`	NUMERIC	Media cost for this row. Books to the venue the media ran on, which is the row where is_spend_venue is true.
`campaign_id`	STRING	Campaign identifier as reported by the vendor.
`campaign_name`	STRING	Campaign name as reported by the vendor.
`campaign_objective`	STRING	The campaign objective where the vendor supplies one.
`campaign_tactic`	STRING	The campaign tactic where the vendor supplies one, such as prospecting or retargeting.
`channel_group`	STRING	The channel grouping the vendor assigned, such as Paid Social or Paid Search - Brand.
`date`	DATE	Business date of the measurement. Partition column.
`is_measurement_complete`	BOOL	False on the leading edge of the feed, where the vendor is still re-attributing. Filter on this for any trend or chart.
`is_spend_venue`	BOOL	True where this row’s sales venue is the one the media actually ran on. Use it to find the spend side of a channel whose revenue is spread across several venues.
`last_click_conversions`	FLOAT64	Conversions attributed by last click. Absent at ad and ad group level.
`last_click_revenue`	NUMERIC	Revenue attributed by last click. Absent at ad and ad group level.
`market`	STRING	The geographic market the vendor reported this row against.
`measurement_grain_level`	STRING	How finely the vendor resolved this row: ad, ad group, campaign, or channel level. Rows at different levels are disjoint segments, so summing across them is correct. Which metrics are populated depends on this column.
`measurement_vendor`	STRING	Which measurement vendor produced this row. Not source_system: that column names an ad PLATFORM everywhere else in the repo, and an MMM vendor is not one.
`media_mix_currency_code`	STRING	Currency that every money column on this row is denominated in.
`media_mix_vendor_metadata`	STRUCT	The vendor’s own computed ratios, kept as the vendor reported them. These are provided for reconciliation against the vendor’s interface and will not always equal the same ratio computed from the columns above, because vendors apply their own rounding and denominator choices. Prefer the ratio columns on rpt_media_mix_channel_daily for reporting.
`media_platform`	STRING	The canonical ad-platform label behind media_source. NULL for organic and referral rows, which have no ad platform, so deliberately NOT not_null. The join key against rpt_ad_performance_daily.source_system, and the grouping key for comparing two MMM vendors on the same media.
`media_source`	STRING	The vendor’s own name for the traffic source, kept unnormalized for reconciliation.
`mmm_attributed_conversions`	FLOAT64	Conversions the model attributed to this row.
`mmm_attributed_revenue`	NUMERIC	Revenue the model attributed to this row. This is modelled credit, not transacted revenue: it explains which media drove sales and does not sum with order revenue from obt_orders.
`mmm_new_customer_conversions`	FLOAT64	Attributed conversions from customers making their first purchase. Absent at ad and ad group level.
`mmm_new_customer_revenue`	NUMERIC	Attributed revenue from customers making their first purchase. Absent at ad and ad group level.
`mmm_subscription_conversions`	FLOAT64	Attributed conversions that were subscription purchases.
`mmm_subscription_revenue`	NUMERIC	Attributed revenue from subscription purchases.
`sales_platform`	STRING	The venue where the purchase landed (Web/App, Amazon, TikTok Shop) when the vendor reports that dimension. A conversion venue, not a rollup or channel. NULL means not reported and is deliberately not guessed as Web/App. Never filter to one venue and compute ROAS.
`vendor_last_completed_at`	TIMESTAMP	When the vendor last completed a full processing cycle covering this row.
`vendor_last_processed_at`	TIMESTAMP	When the vendor last processed this row.
`visits`	FLOAT64	Site visits the vendor attributed to this row.

Media mix figures are delivered in the currency shown by media_mix_currency_code. Where SourceMedium has enabled currency conversion for your workspace, that is your reporting currency; otherwise it is the currency your measurement vendor reports in. See Reporting Currency.

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obt_media_mix_performance

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