Alli Data Library (ADL)
Alli Data Library (ADL) aggregates data from Alli’s popular advertising platform connectors, creating a unified report view that shows daily ad spend and performance metrics by platform and media channel. With this holistic view of your ads' performance, you can assess the effectiveness of your campaigns across various platforms and optimize your ad spend accordingly.
This documentation refers to a newest version of Data Library (ADL 2.0) rolled out in 2023. If a customer was onboarded onto Alli before May 2023, they’re likely running on both this version and the legacy version (ADL 1.0) of the product. If they were onboarded on or after May 2023, they’re like running on this new version only.
As of May 2023, ADL 1.0 has been sunsetted and will be in maintenance mode only – meaning no new features will be added, and only business impacting bugs will be resolved. It will be retired and completely removed from the platform in Q1 2024.
For more information on what’s changing and how you can prepare, see Migration Guide
Key benefits
Simplified reporting structure 🆕
ADL’s Ad Account Hierarchy-based reports are channel-agnostic, meaning your ad campaign data will no longer be separated into channel-specific views (e.g., search_ad vs. social_ad vs. display_ad) based on an ad's media channel, but instead will exist in a singular view aggregated based on the corresponding Ad Account Hierarchy level (e.g., ad_performance).
See Alli Data Library (ADL) | Available-reports section below for more information.
Self service capabilities 🆕
New to ADL 2.0, you can now execute common tasks via Alli Marketplace such as onboarding a new platform, backfilling data, and refreshing a report view, all without submitting an Alli support request.
See Getting started with ADL for more information.
Query portability
With ADL 2.0, all customers utilize the same methodology for processing data, so recreating a query from one customer to another is as simple as a copy and pasting SQL with very minimal change.
See Alli Data Library (ADL) | Example-use-cases section below for more information.
Supported platforms
 Amazon DSP |  Bidtellect |  Microsoft Bing |
 Google Ads |  Campaign Manager 360 |  DV360 |
 LinkedIn Ads |  Facebook Ads |  Pinterest Ads |
 Reddit Ads |  Snapchat Ads |  The Trade Desk |
 TikTok Ads |  Twitter Ads |  Yahoo DSP |
 Criteo |  Apple Search Ads |  Vistar DSP |
 Taboola |
How to use Data Library
To query a Data Library report, simply run:
select *
from {alli_client_slug}_core.{report_name}..with alli_client_slug being the client’s “slug” name found in Alli Central, and report_name being the report name found in Alli Data Library (ADL) | Available-reports section below.
Available reports
REPORT | DESCRIPTION | SUPPORTED PLATFORMS |
|---|---|---|
| An account-level performance report for all platforms on which customer serves media. Each record represents daily metrics by account. | ALL |
| A campaign-level performance report for all platforms on which customer serves media. Each record represents daily metrics by campaign and account | ALL |
| An ad group-level performance report for all platforms on which customer serves media. Each record represents daily metrics by ad group/line item, campaign, and account | ALL |
| A combined performance report with ad-level data from all platforms on which customer serves media and placement-level data from CM360 when applicable. The two datasets are combined using a Each record represents daily metrics by ad, ad group, campaign, account, and CM360 placement when applicable. | ALL |
| A creative-level data from all platforms on which customer serves media. For CM360 creatives: dimensions and metrics from a given platform are brought in using a Each record represents daily metrics by creative, placement/ad, ad group, campaign, and account, segmented by creative_size for CM360. |
|
| A search keyword-level performance report for all SEM platforms on which customer serves media. Each record represents daily metrics by search keyword, ad group, campaign, and account. |
|
| A search term-level performance report for all SEM platforms on which customer serves media. Each record represents daily metrics by search term, ad group, campaign, and account. |
|
| A domain-level programmatic inventory performance report for all DSPs on which customer serves media. Each record represents daily metrics by domain, ad group, campaign, and account. |
|
| A product-level shopping campaign performance report for all SEM platforms on which customer serves media. Each record represents daily metrics by product group, ad group, campaign, and account. |
|
| A geographic performance report for all platforms on which customer serves media. Each record represents daily metrics by campaign, account, segmented by city, region, and country where ad was served. |
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| A geographic performance report for all platforms on which customer serves media. Each record represents daily metrics by campaign, account, segmented by country where ad was served. |
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| A geographic DMA performance report for all platforms on which customer serves media. Each record represents daily metrics by campaign, account, segmented by country where ad was served. |
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| A campaign performance report for all platforms on which customer serves media. Each record represents daily performance and budget pacing metrics by campaign. Pacing metrics are determined by user-inputted lifetime budget for chosen campaigns. | ALL |
Example use cases
See campaign performance from the last seven days
select *
from {alli_client_slug}_core.campaign_performance
where cast(date as date) >= current_date - 7See ad group performance for Google Ads and Facebook Ads only
select *
from {alli_client_slug}_core.adgroup_performance
where platform in ('Google Ads', 'Facebook Ads')Running the same report between different customers
-- Ad performance report for Gap
select * from gap_core.ad_performance;
-- The same report for Omni Hotels
select * from omni_hotels_core.ad_performance;🚀 Tutorials
How-tos
- How to add fields to a datasource without losing historical data
- How to categorize CM360 conversions in ADL
- How to find which platforms and reports are enabled in ADL
- How to find your ADL datasources in Alli Data
- How to add custom Programmatic cost in ADL
- How to add source of truth data in ADL
- How to reclassify media channel data in ADL