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Snowplow is a behavioral data platform. You run the pipeline, and it loads enriched first-party events into a warehouse you control. SourceMedium reads those events from that warehouse and uses them in funnel and multi-touch attribution reporting, so on-site behavior links to orders.

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How to connect

There is no API key and no SourceMedium-hosted collector. Your Snowplow pipeline writes enriched events to your warehouse, and SourceMedium reads the event table from that dataset. Because Snowplow event schemas are defined per brand rather than fixed by the vendor, the mapping from your events to SourceMedium’s funnel events is agreed during setup.
This integration is set up with help from SourceMedium rather than in the self-serve picker. To enable it, reach out to your account manager or integrations@sourcemedium.com.
1

Load Snowplow events into your warehouse

In the Snowplow Console, go to Destinations → Connections, select Set up connection, choose Loader connection, and pick your warehouse. Then go to Destinations → Destination list, open the Available tab, select the same warehouse, and choose the pipeline, the connection, and enriched events to deploy the loader.Snowplow’s setup asks for your cloud project and region, the dataset name, an allow-list entry for Snowplow’s IP addresses, and a service account with permission to write to the dataset. See Snowplow’s guide: Load Snowplow data to BigQuery. Self-hosted pipelines configure the same thing through the Loader API reference.
2

Share the destination details with SourceMedium

Send the project, dataset, and the access SourceMedium needs to read it to your account manager or integrations@sourcemedium.com, not in a public channel.
3

Agree the event mapping

Tell SourceMedium which of your Snowplow events represent page views, add to cart, checkout steps, and purchase. We map those to SourceMedium’s funnel events. Events with no equivalent are not carried through.
4

SourceMedium validates and syncs

Once events are landing, SourceMedium confirms the table is readable, applies the agreed mapping, and starts using your events in funnel and attribution reporting.

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What data syncs

SourceMedium reads first-party behavioral events and keeps the ones mapped to its funnel events. Where it lands in the warehouse: obt_funnel_event_history, the same table used for GA4, RudderStack, and other tracking sources.
  • Only events mapped to a SourceMedium funnel event are ingested. Bespoke micro-steps with no equivalent are not carried through.
  • Snowplow feeds funnel and attribution reporting, not order or catalog tables. Order data comes from your commerce platform integration.
  • Because the pipeline is yours, history depth is whatever your warehouse already holds. Confirm the backfill window during setup.

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Troubleshooting

  • Events not appearing? Confirm the loader is active in the Snowplow Console under Destinations → Destination list, and that events are landing in the dataset you shared with SourceMedium.
  • Missing a funnel step? Only mapped events become funnel events. If you added or renamed an event, tell your account manager or integrations@sourcemedium.com so the mapping can be updated.
  • Attribution looks incomplete? Snowplow captures first-party on-site events only. Combine it with your ad platform and commerce integrations for full multi-touch attribution.