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Data Library Field Mapping - Searchterm Performance

Overview

This document describes how the columns from search ad platforms are mapped to the searchterm_performance Alli Data Library Report.

Platforms include:

  • Google Ads

  • Microsoft Bing

  • Apple Search Ads

To understand which Alli Data Datasources are used within the searchterm_performance report, see the following link: Data Library 2.0 Report DAGs | searchterm_performance & https://agencypmg.atlassian.net/wiki/spaces/PTD/whiteboard/3018555479

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

Column

Description

Dimensions / Metrics / Categorization

Platform UI Name Mapping

Platform API 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

CODE 
{
'google ads': 'Date',
'microsoft ads': 'Date'
'apple search ads': 'Date'
}
CODE 
{
'google ads': 'date',
'microsoft ads': 'TimePeriod',
'apple search 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

CODE 
{
'google ads': 'Google Ads',
'microsoft ads': 'Microsoft Bing',
'apple search ads': 'Apple Search Ads'
}

publisher_platform

The Publisher Platform on where the Campaign Delivered Ads

For Twitter Ads, there are Datasources that pull data from Ads on Twitter and the Twitter Audience Network which is hardcoded into this column.

Dimensions

CODE 
{
'google ads': 'Networks',
'microsoft ads': 'Ad Distribution',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_network_type',
'microsoft ads': 'AdDistribution',
'apple search ads': 'N/A'
}

account_id

The Ad Account Identifier

Dimensions

CODE 
{
'google ads': 'Account ID',
'microsoft ads': 'Account ID',
'apple search ads': 'Account'
}
CODE 
{
'google ads': 'customer_id',
'microsoft ads': 'accountid',
'apple search ads': 'accountid'
}

account_name

The Ad Account Name

Dimensions

CODE 
{
'google ads': 'Account',
'microsoft ads': 'Account name',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'customer_name',
'microsoft ads': 'AccountName',
'apple search ads': 'accountname'
}

campaign_id

The Campaign Identifier

Dimensions

CODE 
{
'google ads': 'Campaign ID',
'microsoft ads': 'Campaign ID',
'apple search ads': 'Campaign Id'
}
CODE 
{
'google ads': 'campaign_id',
'microsoft ads': 'campaignid',
'apple search ads': 'campaignid'
}

campaign_name

The Campaign Name

Dimensions

CODE 
{
'google ads': 'Campaign',
'microsoft ads': 'Campaign',
'apple search ads': 'Campaign Name'
}
CODE 
{
'google ads': 'campaign_name',
'microsoft ads': 'campaignname',
'apple search ads': 'campaignname'
}

campaign_status

The Current Campaign Status

Dimensions

CODE 
{
'google ads': 'Campaign status',
'microsoft ads': 'Status',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_status',
'microsoft ads': 'campaignstatus',
'apple search ads': 'N/A'
}

campaign_type

The Campaign Type

Dimensions

CODE 
{
'google ads': 'Campaign type',
'microsoft ads': 'Campaign type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_advertising_channel_type',
'microsoft ads': 'campaigntype',
'apple search ads': 'N/A'
}

campaign_objective

The Objective of the Campaign

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

campaign_daily_budget

The Daily Budget of the Campaign

Metrics

CODE 
{
'google ads': 'Budget',
'microsoft ads': 'Budget'
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_budget_amount',
'microsoft ads': 'dailybudget',
'apple search ads': 'N/A'
}

campaign_start_date

The Campaign Start Date

Dimensions

CODE 
{
'google ads': 'Campaign start date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_start_date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

campaign_end_date

The Campaign End Date

Dimensions

CODE 
{
'google ads': 'Campaign end date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_end_date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

adgroup_id

The Adgroup Identifier

Dimensions

CODE 
{
'google ads': 'Ad group ID',
'microsoft ads': 'Ad group ID',
'apple search ads': 'Ad Group Id'
}
CODE 
{
'google ads': 'ad_group_id',
'microsoft ads': 'adgroupid',
'apple search ads': 'adgroupid'
}

adgroup_name

The Adgroup Name

Dimensions

CODE 
{
'google ads': 'Ad group',
'microsoft ads': 'Ad group',
'apple search ads': 'Ad Group Name'
}
CODE 
{
'google ads': 'ad_group_name',
'microsoft ads': 'adgroupname',
'apple search ads': 'adgroupname'
}

adgroup_type

The Adgroup Type

Dimensions

CODE 
{
'google ads': 'type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

adgroup_status

The Current Adgroup Status

Dimensions

CODE 
{
'google ads': 'Status (under Ad group tab)',
'microsoft ads': 'Status: All ad groups',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_status',
'microsoft ads': 'status',
'apple search ads': 'N/A'
}

search_query

The Search Query Text

Dimensions

CODE 
{
'google ads': 'Search term',
'microsoft ads': 'Search term',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'search_term_view_search_term',
'microsoft ads': 'searchquery',
'apple search ads': 'N/A'
}

query_match_type_with_variant

The Match Type of the Search Term

Dimensions

CODE 
{
'google ads': 'Match type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'search_term_match_type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

query_targeting_status

Indicates whether the Search Term is currently one of the Targeted or Excluded Keywords

Dimensions

CODE 
{
'google ads': 'Added/Excluded',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'search_term_view_status',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

searchquery_destination_url

The Destination URL of the Search Query

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'DestinationUrl',
'apple search ads': 'N/A'
}

bid_match_type

The Match Type of Bidding Action

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'Match type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'bidmatchtype',
'apple search ads': 'N/A'
}

delivered_match_type

The Match Type used to Deliver an Ad

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'Match type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'deliveredmatchtype',
'apple search ads': '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

query_type

Query Type

Categorization

N/A

N/A

funnel

Marketing Funnel

Categorization

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 data in Data Library

Dimensions

N/A

CODE 
{
'google ads': 'SEARCH',
'microsoft ads': 'SEARCH',
'apple search ads': 'SEARCH'
}

cost

Costs (Ad Spend)

Metrics

CODE 
{
'google ads': 'Cost',
'microsoft ads': 'Spend',
'apple search ads': 'Spend'
}
CODE 
{
'google ads': 'cost',
'microsoft ads': 'spend',
'apple search ads': 'localspend'
}

impressions

Impressions

Metrics

CODE 
{
'google ads': 'Impr.',
'microsoft ads': 'Impr.',
'apple search ads': 'Impressions'
}
CODE 
{
'google ads': 'impressions',
'microsoft ads': 'impressions',
'apple search ads': 'impressions'
}

clicks

Clicks

Metrics

CODE 
{
'google ads': 'Clicks',
'microsoft ads': 'Clicks',
'apple search ads': 'Taps'
}
CODE 
{
'google ads': 'clicks',
'microsoft ads': 'clicks',
'apple search ads': 'taps'
}

conversions

The Number of Conversions

Metrics

CODE 
{
'google ads': 'Conversions',
'microsoft ads': 'Conv.',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'conversions',
'microsoft ads': 'conversions',
'apple search ads': 'N/A'
}

conversions_value

The Value associated with Conversions

Metrics

CODE 
{
'google ads': 'Conv. value',
'microsoft ads': 'Revenue',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'conversions_value',
'microsoft ads': 'revenue',
'apple search ads': 'N/A'
}

total_conversions

The Total Number of Conversions

Metrics

CODE 
{
'google ads': 'All conv.',
'microsoft ads': 'conversions',
'apple search ads': 'installs'
}
CODE 
{
'google ads': 'all_conversions',
'microsoft ads': 'conversions',
'apple search ads': 'installs'
}
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