rpt_media_mix_channel_daily - SourceMedium

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.

Daily channel-level media mix measurement, safe for comparing the vendor’s modelled attribution against last-click and platform-reported figures.

Grain: one row per store, date, measurement vendor, market, channel group, media source, media platform, and source currency.
Filters to start with: measurement_vendor; media_mix_currency_code when a store reports in more than one currency.
Joins: obt_media_mix_performance for the underlying rows.

Columns

Column	Type	Description
`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_impressions`	INT64	Impressions for the media, as reported by the measurement vendor.
`ad_platform_reported_conversions`	FLOAT64	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.
`ad_platform_reported_revenue`	NUMERIC	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.
`ad_platform_reported_roas`	NUMERIC	ad_platform_reported_revenue / ad_spend. What the platform claims for itself. Correct at this grain and not re-aggregatable.
`ad_spend`	NUMERIC	Total media cost across all venues and grain levels, in source_currency.
`channel_group`	STRING	The vendor’s channel taxonomy, verbatim. Deliberately not mapped to sm_channel: the taxonomies do not agree and a crosswalk invented here would be a guess presented as a fact.
`date`	DATE	Business date of the measurement. Partition column.
`is_measurement_complete`	BOOL	False on the leading edge of the feed. True only where every contributing row is settled, so a partially-settled day is marked incomplete rather than complete. Filter on this for any trend or chart.
`last_click_conversions`	FLOAT64	Conversions attributed by last click.
`last_click_revenue`	NUMERIC	Revenue attributed by last click, in the reporting currency.
`last_click_roas`	NUMERIC	last_click_revenue / ad_spend. The naive baseline. Correct at this grain and not re-aggregatable.
`market`	STRING	The geographic market the vendor reported this segment against.
`measurement_vendor`	STRING	The media mix measurement provider that produced these figures.
`media_mix_currency_code`	STRING	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.
`media_platform`	STRING	The canonical ad-platform label behind media_source (Meta Ads, Google Ads, Amazon Ads, TikTok, …), NULL for organic and referral rows. Functionally included explicitly in the grain so a mapping change cannot be hidden by a coarser uniqueness test. This is the column to group on to compare vendors, and to join on against rpt_ad_performance_daily.source_system.
`media_source`	STRING	The vendor’s own token for where the media ran, verbatim: a platform for paid rows, a referring domain for organic and referral ones.
`mmm_attributed_conversions`	FLOAT64	Conversions the model attributed to this segment.
`mmm_attributed_revenue`	NUMERIC	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.
`mmm_average_order_value`	FLOAT64	mmm_attributed_revenue / mmm_attributed_conversions. Correct at this grain and not re-aggregatable.
`mmm_cost_per_purchase`	FLOAT64	ad_spend / mmm_attributed_conversions. Correct at this grain and not re-aggregatable.
`mmm_customer_acquisition_cost`	FLOAT64	ad_spend divided by mmm_new_customer_conversions. The cost of acquiring a first-time customer, as opposed to driving any purchase.
`mmm_new_customer_conversions`	FLOAT64	Attributed conversions from customers making their first purchase.
`mmm_new_customer_revenue`	NUMERIC	Attributed revenue from customers making their first purchase, in the reporting currency.
`mmm_new_customer_roas`	NUMERIC	mmm_new_customer_revenue / ad_spend. Correct at this grain and not re-aggregatable.
`mmm_roas`	NUMERIC	mmm_attributed_revenue / ad_spend. The vendor’s answer to “what did this channel actually return”. NULL where there was no spend, which is the honest answer for an organic channel rather than zero. Correct at this grain and not re-aggregatable.
`mmm_subscription_conversions`	FLOAT64	Attributed conversions that were subscription purchases.
`mmm_subscription_revenue`	NUMERIC	Attributed revenue from subscription purchases, in the reporting currency.
`mmm_vs_ad_platform_revenue_lift`	NUMERIC	The measurement gap as a signed ratio: how much more (positive) or less (negative) the model credits this channel than the platform claims for itself. -0.52 means the platform overstated by roughly half; +4.04 means it understated fivefold. NULL when the platform reported nothing, which is a different statement from agreeing.
`mmm_vs_last_click_revenue_lift`	NUMERIC	The same gap against the last-click baseline. Positive where the model finds value last-click misses, which is the usual shape for upper-funnel and marketplace channels.
`vendor_last_completed_at`	TIMESTAMP	When the vendor last COMPLETED a run for this workspace. NULL means no COMPLETE state has been observed; the current Fospha feed may report only IN_PROGRESS.
`vendor_last_processed_at`	TIMESTAMP	When the vendor last ran its pipeline for this workspace, complete or not.
`visits`	FLOAT64	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.