Pro warehouses only. Media mix tables are not delivered on Foundation warehouses. See Foundation and Pro.
Start here for media mix. This is the safe surface for comparing measurement lenses. Use
obt_media_mix_performance when you need campaign and ad detail, or when you need to see which sales venue the revenue landed on.version: 2
models:
- name: rpt_media_mix_channel_daily
description: >
Daily media mix modeling results with three measurement lenses side by side: the vendor's
modelled attribution, last-click, and what the ad platform reported for itself. Grain: one row
per (sm_store_id, date, measurement_vendor, market, channel_group, media_source,
media_platform, media_mix_currency_code). Date field: date. Key joins: media_platform to
rpt_ad_performance_daily for platform-reported detail; date and channel_group to
rpt_executive_summary_daily.
What it answers: where a platform's self-reported results differ from modelled attribution.
Brand search commonly claims more than the model credits it with, while channels that assist
without getting the click commonly earn more than they claim.
Ratio columns are computed after aggregation and are correct at this grain. To roll up further
(to a week, a month, a whole channel) re-sum the component columns and divide again. Averaging
a ratio column produces a number with no meaning. Every numerator and denominator is present
here so that re-aggregation is a plain sum.
Filter on is_measurement_complete when you need settled figures. The most recent days are
still moving: vendors resolve results on a lag and restate a rolling window.
columns:
- name: sm_store_id
description: >
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.
- name: ad_clicks
description: >
Clicks on the media, as reported by the measurement vendor.
- name: ad_impressions
description: >
Impressions for the media, as reported by the measurement vendor.
- name: ad_platform_reported_conversions
description: >
Conversions the advertising platform reported for itself, summed across grain
levels to this channel and day. Platforms report against campaigns rather than a
channel grouping, so this is rolled up from those finer rows. NULL where the
platform reported nothing.
- name: ad_platform_reported_revenue
description: >
Revenue the advertising platform claimed for itself, in the reporting currency. This is the
platform marking its own homework and is included so you can compare it against the other
two lenses.
- name: ad_platform_reported_roas
description: >
ad_platform_reported_revenue divided by ad_spend. NULL where there was no spend.
- name: ad_spend
description: >
Media cost for this segment and day, in the reporting currency.
- name: channel_group
description: >
The channel grouping the vendor assigned, such as Paid Social, Paid Search - Brand, or
Amazon Sponsored Products.
- name: date
description: >
Business date of the measurement.
- name: is_measurement_complete
description: >
True only when every underlying row for this segment and day has settled. The newest days
are typically false: vendors resolve results on a lag and restate a rolling window, so
recent figures move.
- name: last_click_conversions
description: >
Conversions attributed by last click.
- name: last_click_revenue
description: >
Revenue attributed by last click, in the reporting currency.
- name: last_click_roas
description: >
last_click_revenue divided by ad_spend. NULL where there was no spend.
- name: market
description: >
The geographic market the vendor reported this segment against.
- name: measurement_vendor
description: >
The media mix measurement provider that produced these figures.
- name: media_mix_currency_code
description: >
Currency that every money column on this row is denominated in. Not comparable across
stores without converting, since each store reports in its own currency.
- name: media_platform
description: >
The advertising platform, normalized to SourceMedium's platform names so it joins to
rpt_ad_performance_daily. NULL for unpaid channels such as organic search, direct, and
referral, which carry revenue but no spend.
- name: media_source
description: >
The vendor's own name for the traffic source, kept unnormalized for reconciliation against
the vendor's interface.
- name: mmm_attributed_conversions
description: >
Conversions the model attributed to this segment.
- name: mmm_attributed_revenue
description: >
Revenue the model attributed to this segment, in the reporting currency. This is modelled
credit, not transacted revenue: it explains which media drove sales and does not sum with
order revenue from obt_orders.
- name: mmm_average_order_value
description: >
mmm_attributed_revenue divided by mmm_attributed_conversions.
- name: mmm_cost_per_purchase
description: >
ad_spend divided by mmm_attributed_conversions.
- name: mmm_customer_acquisition_cost
description: >
ad_spend divided by mmm_new_customer_conversions. The cost of acquiring a first-time
customer, as opposed to driving any purchase.
- name: mmm_new_customer_conversions
description: >
Attributed conversions from customers making their first purchase.
- name: mmm_new_customer_revenue
description: >
Attributed revenue from customers making their first purchase, in the reporting currency.
- name: mmm_new_customer_roas
description: >
mmm_new_customer_revenue divided by ad_spend.
- name: mmm_roas
description: >
mmm_attributed_revenue divided by ad_spend. The headline return figure. NULL where there
was no spend, which is the honest answer for an unpaid channel that still drove revenue.
- name: mmm_subscription_conversions
description: >
Attributed conversions that were subscription purchases.
- name: mmm_subscription_revenue
description: >
Attributed revenue from subscription purchases, in the reporting currency.
- name: mmm_vs_ad_platform_revenue_lift
description: >
How much more (positive) or less (negative) the model credits this segment than the
platform claims for itself, as a signed ratio. Minus 0.5 means the platform overstated by
about half; plus 4.0 means it understated fivefold. NULL when the platform reported
nothing, which is a different statement from agreeing.
- name: mmm_vs_last_click_revenue_lift
description: >
The same comparison against last-click attribution. Positive values indicate a channel
that assists purchases without receiving the final click.
- name: vendor_last_completed_at
description: >
When the vendor last completed a full processing cycle covering this row.
- name: vendor_last_processed_at
description: >
When the vendor last processed data for this row.
- name: visits
description: >
Site visits the vendor attributed to this segment.
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.