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Data Library Field Mapping - Geo DMA Performance

Overview

This document describes how platform columns are mapped in the geo_dma_performance Alli Data Library Report.

Platforms include:

  • Google Ads

  • Facebook Ads

  • Snapchat Ads

  • TikTok Ads

  • Microsoft Ads

  • The Trade Desk

If the Alli Data Library 2.0 - Refresh Marketplace app exists for your customer, enable platform geo report var like below in dbt_vars file and trigger the App to build the geo_dma_performance reports to your client: (refer Tutorial: Onboarding a Platform )

data_library_googleads_geo_reporting_enabled: true
data_library_facebookads_geo_reporting_enabled: true
data_library_snapchatads_geo_reporting_enabled: true
data_library_tiktokads_geo_reporting_enabled: true
data_library_microsoftads_geo_reporting_enabled: true
data_library_tradedesk_geo_reporting_enabled: true

Meanwhile, for those DMA reporting-enabled clients, Alli Data Library is providing a new certified datasource named dma_dimensions, which can be found on the Explorer Page. Users can query the model to check all available DMA dimensions. The current available dimensions are:

  • dma_id

  • snapchatads_dma_name

  • facebookads_dma_name

  • googleads_dma_name

  • tiktokads_dma_name

  • microsoftads_dma_name

  • tradedesk_dma_name

  • dma_name_nielsen

  • dma_short_name

  • latitude

  • longitude

  • hex_row

  • hex_col

  • dma_abbreviation

  • population_adult

  • households

DAG overview of Alli Data Library performance models used in geo_dma_performancereport :

https://whimsical.com/geo-dma-performance-HUW3tYH1zMkLEu7pwDAqAx

The value N/A identifies that the platform does not have a mapping for the corresponding column.

Column

Description

Dimensions / Metrics / Categorizations

Platform UI Name Mapping

Platform Mapping

id

The Internal Alli ID of the Record

N/A

N/A

N/A

source

The Source Table of Row

N/A

N/A

N/A

date

The Date of Performance Data

Dimensions

 
{
'google ads': 'date',
'facebook ads': 'date',
'snapchat ads': 'date',
'tiktok ads': 'date',
'microsoft ads': 'date',
'tradedesk': 'Date'
}

{
'google ads': 'date',
'facebook ads': 'date',
'snapchat ads': 'date',
'tiktok ads': 'date',
'microsoft ads': 'date',
'tradedesk_ads': 'date'
}

core_media_channel

The channel that the platform is a part of

Categorization

N/A

N/A

platform

The Platform the Campaign belongs to. (Hard Coded)

Dimensions

N/A

 
{
'google ads': 'Google Ads',
'facebook ads': 'Facebook Ads',
'snapchat ads': 'Snapchat Ads',
'tiktok ads': 'TikTok Ads',
'microsoft ads': 'Microsoft Bing'
'tradedesk': 'The Trade Desk'
}

publisher_platform

The Publisher Platform on where the Campaign Delivered Ads

Dimensions

 
{
'google ads': 'Networks',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A'
'microsoft ads': 'Ad Distribution',
'tradedesk': 'N/A'
}

{
'google ads': 'ad_network_type',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'AdDistribution',
'tradedesk': 'N/A'
}

account_id

The Ad Account Identifier

Dimensions

 
{
'google ads': 'Account ID',
'facebook ads': 'Account ID',
'snapchat ads': 'Account',
'tiktok ads': 'Account ID',
'tradedesk': 'Advertiser ID'
}

{
'google ads': 'customer_id',
'facebook ads': 'account_id',
'snapchat ads': 'accountId',
'tiktok ads': 'advertiser_id',
'tradedesk': 'advertiser_id'
}

account_name

The Ad Account Name

Dimensions

 
{
'google ads': 'Account Name',
'facebook ads': 'Account',
'snapchat ads': 'Account',
'tiktok ads': 'Account',
'microsoft ads': 'Account name',
'tradedesk': 'Advertiser'
}

{
'google ads': 'customer_name',
'facebook ads': 'account_name',
'snapchat ads': 'name' (from account structure datasource),
'tiktok ads': 'advertiser_name',
'microsoft ads': 'AccountName',
'tradedesk': 'advertiser_name'
}

campaign_id

The Campaign Identifier

Dimensions

 
{
'google ads': 'Campaign ID',
'facebook ads': 'Campaign ID',
'snapchat ads': 'Campaign ID',
'tiktok ads': 'Campaign ID',
'microsoft ads': 'Campaign ID',
'tradedesk': 'Campaign ID'
}

{
'google ads': 'campaign_id',
'facebook ads': 'campaign_id',
'snapchat ads': 'campaignid',
'tiktok ads': 'campaign_id',
'microsoft ads': 'CampaignId',
'tradedesk': 'campaign_id'
}

campaign_name

The Campaign Name

Dimensions

 
{
'google ads': 'Campaign',
'facebook ads': 'Campaign',
'snapchat ads': 'Campaign Name',
'tiktok ads': 'Campaign name',
'microsoft ads': 'Campaign',
'tradedesk': 'Campaign'
}

{
'google ads': 'campaign_name',
'facebook ads': 'campaign_name',
'snapchat ads': 'name' (from campaign structure datasource),
'tiktok ads': 'campaign_name',
'microsoft ads': 'CampaignName',
'tradedesk': 'campaign_id'
}

campaign_status

The Current Campaign Status

Dimensions

 
{
'google ads': 'Campaign status',
'facebook ads': 'Status',
'snapchat ads': 'Status',
'tiktok ads': 'N/A',
'microsoft ads': 'Status',
'tradedesk': 'N/A'
}

{
'google ads': 'campaign_status',
'facebook ads': 'status',
'snapchat ads': 'status' (from campaign structure datasource),
'tiktok ads': 'N/A',
'microsoft ads': 'status',
'tradedesk': 'N/A'
}

campaign_type

The Campaign Type

Dimensions

 
{
'google ads': 'Campaign type',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'Campaign type',
'tradedesk': 'N/A'
}

{
'google ads': 'campaign_advertising_channel_type',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'CampaignType',
'tradedesk': 'N/A'
}

campaign_objective

The Objective of the Campaign

Dimensions

 
{
'google ads': 'N/A',
'facebook ads': 'Objective',
'snapchat ads': 'Objective',
'tiktok ads': 'Advertising objective',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'N/A',
'facebook ads': 'objective',
'snapchat ads': 'objective',
'tiktok ads': 'objective_type',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

campaign_daily_budget

The Daily Budget of the Campaign

Metrics

 
{
'google ads': 'Budget',
'facebook ads': 'Budget',
'snapchat ads': 'Daily Spend Cap',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'campaign_budget_amount',
'facebook ads': 'daily_budget/100',
'snapchat ads': 'daily_budget_micro / 1000000'
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

campaign_start_date

The Campaign Start Date

Dimensions

 
{
'google ads': 'Campaign start date',
'facebook ads': 'Starts',
'snapchat ads': 'Start Time',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'campaign_start_date',
'facebook ads': 'start_time',
'snapchat ads': 'start_time',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

campaign_end_date

The Campaign End Date

Dimensions

 
{
'google ads': 'Campaign start date',
'facebook ads': 'Starts',
'snapchat ads': 'Start Time',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'campaign_end_date',
'facebook ads': 'stop_time',
'snapchat ads': 'end_time',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

adgroup_id

The Adgroup Identifier

Dimensions

 
{
'google ads': 'Ad group ID',
'facebook ads': 'Ad set ID',
'snapchat ads': 'Ad Sets ID',
'tiktok ads': 'Ad group ID',
'google ads': 'Ad group ID',
'tradedesk': 'Ad Group ID'
}

{
'google ads': 'ad_group_id',
'facebook ads': 'adset_id',
'snapchat ads': 'adsquadid',
'tiktok ads': 'adgroup_id',
'microsoft ads': 'AdgroupId',
'tradedesk': 'adgroup_id'
}

adgroup_name

The Adgroup Name

Dimensions

 
{
'google ads': 'Ad group Name',
'facebook ads': 'Ad set Name',
'snapchat ads': 'Ad Sets Name',
'tiktok ads': 'Ad group Name',
'microsoft ads': 'Ad group'
}

{
'google ads': 'ad_group_name',
'facebook ads': 'adset_name',
'snapchat ads': 'adsquadname',
'tiktok ads': 'adgroup_name',
'microsoft ads': 'AdgroupName',
'tradedesk': 'adgroup_name'
}

adgroup_type

The Adgroup Type

Dimensions

 
{
'google ads': 'type',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'ad_group_type',
'facebook ads': 'N/A',
'snapchat ads': 'type' (from adgroup structure datasource),
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

adgroup_status

The Current Adgroup Status

Dimensions

 
{
'google ads': 'Status' (under Ad group tab),
'facebook ads': 'Status',
'snapchat ads': 'Ad Sets Status',
'tiktok ads': 'N/A',
'microsoft ads': 'Status',
'tradedesk': 'N/A'
}

{
'google ads': 'ad_group_status',
'facebook ads': 'effective_status',
'snapchat ads': 'status',
'tiktok ads': 'N/A',
'microsoft ads': 'AdgroupStatus',
'tradedesk': 'N/A'
}

ad_id

The Ad Identifier

Dimensions

 
{
'google ads': 'N/A',
'facebook ads': 'Ad ID',
'snapchat ads': 'Ads ID',
'tiktok ads': 'Ad ID',
'microsoft ads': 'N/A',
'tradedesk': 'Creative ID'
}

{
'google ads': 'N/A',
'facebook ads': 'ad_id',
'snapchat ads': 'adid',
'tiktok ads': 'ad_id',
'microsoft ads': 'N/A',
'tradedesk': 'creative_id'
}

ad_name

The Ad Name

Dimensions

 
{
'google ads': 'N/A',
'facebook ads': 'Ad',
'snapchat ads': 'Ads name',
'tiktok ads': 'Ad Name',
'microsoft ads': 'N/A',
'tradedesk': 'Creative Name'
}

{
'google ads': 'N/A',
'facebook ads': 'ad_name',
'snapchat ads': 'adname',
'tiktok ads': 'ad_name',
'microsoft ads': 'N/A',
'tradedesk': 'creative_name'
}

ad_type

The Ad Type

Dimensions

 
{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'Ads Type',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'type' (from ad structure datasource),
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

ad_status

The Current Ad Status

Dimensions

 
{
'google ads': 'N/A',
'facebook ads': 'status',
'snapchat ads': 'Ads Status',
'tiktok ads': 'Status',
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

{
'google ads': 'N/A',
'facebook ads': 'status',
'snapchat ads': 'status',
'tiktok ads': 'status' (from ad structure datasource),
'microsoft ads': 'N/A',
'tradedesk': 'N/A'
}

cm_placement_id

The ID associated with a placement (CM360)

Dimensions

N/A

N/A

ad_format

The Format of the Ad

Categorization

N/A

N/A

audience_strategy

The Strategy Towards the Audience

Categorization

N/A

N/A

audience_type

The Type of the Audience

Categorization

N/A

N/A

marketing_objective

The Objective of the Marketing Tactic

Categorization

N/A

N/A

geo

The Geographic Info

Categorization

N/A

N/A

country_name

The Country Name

Dimension

 


{
'google ads': 'country',
'facebook ads': 'country',
'snapchat ads': 'country',
'tiktok ads': 'country',
'tradedesk': 'country'
}

query_type

Query Type

Categorization

N/A

N/A

funnel

Marketing Funnel

Categorization

N/A

N/A

social_asc

The Advantage shopping campaigns of social platforms based off Categorizations

Dimensions

N/A

N/A

channel

The Default Alli Data Library Channel (Hard Coded Value)

 

If you would like to change the Channel associated with the Campaign please see the following document: How-To: Reclassify Media Channel

Dimensions

N/A

 
{
'google ads': 'SEARCH',
'facebook ads': 'SOCIAL',
'snapchat ads': 'SOCIAL',
'tiktok ads': 'SOCIAL',
'tradedesk': 'DISPLAY'
}

dma

The DMA (Designated Market Area) Name within region

Dimension

 
{
'google ads': 'Matched Location' (under where Ads showed section),
'facebook ads': 'dma',
'snapchat ads': 'dma' (exported from reports),
'tiktok ads': 'DMA',
'microsoft ads': 'Metro Area',
'tradedesk': 'Metro'
}

{
'google ads': 'dma',
'facebook ads': 'dma',
'snapchat ads': 'geo_target_metro',
'tiktok ads': 'dma_id',
'microsoft ads': 'MetroArea',
'tradedesk': 'dma'
}

dma_id

The 3-digit DMA (Designated Market Area) Identifier within region

Dimension

 
{
'google ads': 'Matched Location' (under where Ads showed section),
'facebook ads': 'dma',
'snapchat ads': 'dma' (exported from reports),
'tiktok ads': 'DMA',
'microsoft ads': 'N/A',
'tradedesk': 'Metro Code'
}

{
'google ads': 'dma',
'facebook ads': 'dma',
'snapchat ads': 'geo_target_metro',
'tiktok ads': 'dma_id',
'microsoft ads': 'N/A',
'tradedesk': 'dma_code'
}

dma_name_nielsen

The DMA (Designated Market Area) Name within region defined by Nielsen

Dimension

N/A

 
{
'google ads': 'dma_name_nielsen',
'facebook ads': 'dma_name_nielsen',
'snapchat ads': 'dma_name_nielsen',
'tiktok ads': 'dma_name_nielsen',
'microsoft ads': 'dma_name_nielsen',
'tradedesk': 'dma_name_nielsen'
}

dma_short_name

The universal short name of the Designated Market Area (DMA) within the region, shown as primary city, state

Dimension

N/A

 
{
'google ads': 'dma_short_name',
'facebook ads': 'dma_short_name',
'snapchat ads': 'dma_short_name',
'tiktok ads': 'dma_short_name',
'microsoft ads': 'dma_short_name',
'tradedesk': 'dma_short_name'
}

dma_abbreviation

The abbreviation of the name for the Designated Market Area (DMA) within the region

Dimension

N/A

 
{
'google ads': 'dma_abbreviation',
'facebook ads': 'dma_abbreviation',
'snapchat ads': 'dma_abbreviation',
'tiktok ads': 'dma_abbreviation',
'microsoft ads': 'dma_abbreviation',
'tradedesk': 'dma_abbreviation'
}

latitude

The latitude of the primary city within the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'latitude',
'facebook ads': 'latitude',
'snapchat ads': 'latitude',
'tiktok ads': 'latitude',
'microsoft ads': 'latitude',
'tradedesk': 'latitude'
}

longitude

The longitude of the primary city within the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'longitude',
'facebook ads': 'longitude',
'snapchat ads': 'longitude',
'tiktok ads': 'longitude',
'microsoft ads': 'longitude',
'tradedesk': 'longitude'
}

hex_row

The y coordinate for the shape based hextile map of the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'hex_row',
'facebook ads': 'hex_row',
'snapchat ads': 'hex_row',
'tiktok ads': 'hex_row',
'microsoft ads': 'hex_row',
'tradedesk': 'hex_row'
}

hex_col

The x coordinate for the shape based hextile map of the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'hex_col',
'facebook ads': 'hex_col',
'snapchat ads': 'hex_col',
'tiktok ads': 'hex_col',
'microsoft ads': 'hex_col',
'tradedesk': 'hex_col'
}

population_adult

The adult population within the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'population_adult',
'facebook ads': 'population_adult',
'snapchat ads': 'population_adult',
'tiktok ads': 'population_adult',
'microsoft ads': 'population_adult',
'tradedesk': 'population_adult'
}

households

The number of households within the Designated Market Area (DMA)

Dimension

N/A

 
{
'google ads': 'households',
'facebook ads': 'households',
'snapchat ads': 'households',
'tiktok ads': 'households',
'microsoft ads': 'households',
'tradedesk': 'households'
}

cost

Costs (Ad Spend)

Metrics

 
{
'google ads': 'Cost',
'facebook ads': 'Amount Spend',
'snapchat ads': 'Spend',
'tiktok ads': 'Total Cost',
'microsoft ads': 'Spend',
'tradedesk': 'Advertiser Cost (USD)'
}

{
'google ads': 'cost',
'facebook ads': 'spend',
'snapchat ads': 'spend',
'tiktok ads': 'spend',
'microsoft ads': 'Spend',
'tradedesk': 'advertiser_cost'
}

profit

Profit that the Inventory can Make

Metrics

 
{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'Profit (USD)'
}

{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'profit'
}

impressions

Impressions

Metrics

 
{
'google ads': 'Impr.',
'facebook ads': 'Impressions',
'snapchat ads': 'Paid Impressions',
'tiktok ads': 'Impressions',
'microsoft ads': 'Impr.',
'tradedesk': 'Impressions'
}

{
'google ads': 'impressions',
'facebook ads': 'impressions',
'snapchat ads': 'impressions',
'tiktok ads': 'impressions',
'microsoft ads': 'Impressions',
'tradedesk': 'impressions'
}

clicks

Clicks

Metrics

 
{
'google ads': 'Link clicks',
'facebook ads': 'Clicks',
'snapchat ads': 'Clicks',
'tiktok ads': 'Clicks (Destination)',
'microsoft ads': 'Clicks',
'tradedesk': 'Clicks'
}

{
'google ads': 'clicks',
'facebook ads': 'inline_link_clicks',
'snapchat ads': 'swipes',
'tiktok ads': 'clicks',
'microsoft ads': 'Clicks',
'tradedesk': 'clicks'
}

total_conversions

The Total Number of Conversions

Metrics

 
{
'google ads': 'All conv.',
'facebook ads': 'Actions',
'snapchat ads': 'N/A',
'tiktok ads': 'Conversions',
'microsoft ads': 'All Conv.',
'tradedesk': 'Click Conversion'
}

{
'google ads': 'all_conversions',
'facebook ads': 'actions',
'snapchat ads': 'N/A',
'tiktok ads': 'conversion',
'microsoft ads': 'AllConversions',
'tradedesk': 'total_conversions'
}

total_conversions_value

The Value associated with the Total Number of Conversions

Metrics

 
{
'google ads': 'All conv. value',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'All Revenue',
'tradedesk': 'Click Conversion Revenue'
}

{
'google ads': 'all_conversions_value',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'AllRevenue',
'tradedesk': 'total_revenue'
}

click_through_conversions

The Number of Click Through Conversions

Metrics

 
{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'Total Click + View Conversions'
}

{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'click_through_conversions'
}

click_through_conversions_value

The Value associated with the Click Through Conversions

Metrics

 
{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'Total Click + View Conversion Revenue'
}

{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'N/A',
'tradedesk': 'click_through_revenue'
}

view_through_conversions

The Number of View Through Conversions

Metrics

 
{
'google ads': 'View-through conv.',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'View Through Conv.',
'tradedesk': 'View Through Conversion'
}

{
'google ads': 'view_through_conversions',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'ViewThroughConversions',
'tradedesk': 'view_through_revenue'
}

view_through_conversions_value

The Value associated with the View Through Conversions

Metrics

 
{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A',
'microsoft ads': 'View Through Revenue',
'tradedesk': 'View Through Conversion Revenue'
}

{
'google ads': 'N/A',
'facebook ads': 'N/A',
'snapchat ads': 'N/A',
'tiktok ads': 'N/A'
'microsoft ads': 'ViewThroughRevenue',
'tradedesk': 'view_through_revenue'
}