Social Data Library

Overview

This document describes how the various social platforms data is stacked to create a channel-level view for Social Ads.

Current Platforms

YouTube Videos (via Google Ads)
Facebook
Twitter
LinkedIn
Pinterest
Snapchat
TikTok

Questions?

Tool Owner	Data Engineering
Slack Channel	#alli-data-library
Author	@a user, @a user...

Platforms

All Data Library for Social data is sourced from raw datasources that are set up and maintained by Data Engineering using the Alli Data API. The data from these datasources is standardized and cleaned up before it’s piped into the final views.

Methodology

YouTube Videos (via Google Ads)

YouTube Videos data is ingested from Google Ads datasources that are set up and maintained by the PMG Data Engineering Team. These datasources are associated to the following performance reports from the AdWords API:

Campaign Performance Report (adwords_insights_campaign)
Ad Group Performance Report (adwords_insights_adgroup)
Ad Performance Report (adwords_insights_ad)

An AdNetworkType1 = 'YouTube Videos' filter is applied to differentiate from Search Channel data.

Facebook Ads

Facebook Ads data is ingested from the following Facebook Ads datasources maintained by the PMG Data Engineering Team:

facebook_insights_ad
facebook_insights_ad_1day
facebook_insights_ad_7day
facebook_insights_ad_28day
facebook_insights_adset_ageandgender
facebook_insights_adset_ageandgender_1day
facebook_insights_adset_ageandgender_7day
facebook_insights_adset_ageandgender_28day
facebook_insights_creative
facebookads_structure_accounts
facebookads_structure_campaigns
facebookads_structure_adsets
facebookads_structure_ads
facebookads_structure_adcreatives

The datasources with 1day and 7day only contain metrics related to those attribution windows. By default we use the default attribution window for metrics.

The 28day datasources will be deprecated from Data Library in Q2 2022

Twitter Ads

Twitter Ads data is ingested from the following Twitter Ads datasources maintained by the PMG Data Engineering Team:

twitter_insights_ad
twitter_insights_ad_ontap
twitter_insights_lineitem
twitter_insights_lineitem_ontap
twitter_structure_promoted_tweets
twitter_structure_website_cards
twitter_structure_video_website_cards
twitter_structure_campaign
twitter_structure_lineitem

The _ontap datasources pull data from the Twitter Audience Publisher Platform.

The _structure_ datasources are generated from a Alli Marketplace App that drops the data into an S3 bucket for data ingestion into Alli Data.

LinkedIn Ads

LinkedIn Ads data is ingested from the following LinkedIn Ads datasources maintained by the PMG Data Engineering Team: linkedIn_insights_campaign and linkedIn_insights_creative

Pinterest Ads

Pinterest Ads data is ingested from the Pinterest Ads datasources maintained by the PMG Data Engineering Team: pinterest_insights_pins & pinterest_insights_adgroup

The pinterest_insights_pins datasource does not contain Shopping Pin performance.

Snapchat Ads - {Currently in Beta}

Snapchat Ads data is ingested from the Snapchat Ads datasource type maintained by the PMG Data Engineering Team: snapchat_insights_ad.

Available Reports

Report Name	View Name	Description
Account	`social_account`	Account Performance
Campaign	`social_campaign`	Campaign Performance
Adset	`social_adset`	Adset Performance
Ad	`social_ad`	Ad Performance
Creative	`social_creative`	Creative Performance
Adset - Age & Gender	`social_adset_ageandgender`	Adset Performance segmented by age and gender

Data Lineage

Account/Campaign/Adset

Ad

Adset Age & Gender

Creative

Column Mapping

Below is the Google Sheet where we are keeping the column mapping.

https://docs.google.com/spreadsheets/d/1yPYgXW9krPX3n25yBIKRTV33Yhih3PAr726hLS8WeC8/edit?usp=sharing