Daasity Knowledge Base
Ask or search…
K

Unified Marketing Schema (UMS)

This page provides a detailed description of the Unified Marketing Schema (UMS) within the Daasity Data Model and defines each table and column in this schema

Overview

The Unified Marketing Schema (UMS) is a core data model within the Daasity transformation module that helps accelerate development of analytical capability by normalizing all marketing data. The normalized schema was designed to support all types of marketing platforms: affiliate, display, marketplace, paid search and paid social

Entity Relationship Diagram (ERD)

Click on this link to view the ERD for the Unified Marketing Schema (UMS) integration illustrating the different tables and keys to join across tables.

Unified Order Schema Tables

TIP: Many of the tables contain the following fields which can be used to track the data flow from the source system to the integration schema within the database and then to UOS, our normalized order schema
  • __loaded_at: defines when the record was last loaded into this table
  • __synced_at: defines when the record was last replicated from the source system into the integration tables
NOTE: Legacy code will create two additional tables [ums.master_spend] and [ums.marketing_performance]. These tables will be deprecated in the coming months as new data marts are rolled out

Vendor Performance

Purpose: Enables you to normalize marketing spend and performance metrics from different marketing platforms into a single schema for standardized reporting.
Table Name: ums.vendor_performance
Column
Description
ID
Unique identifier for the each row in the table - comprised of date, integration_id, ad_account_id, integration_name, campaign_id, adset_id, ad_id and attribution_window
ACTIVITY_DATE
Date of the activity
STORE
Store linked to this marketing integration in the daasity app
CHANNEL
The type of ad platform, e.g.: Paid Social, Paid Search, Display
VENDOR
The ad platform name
SUBCHANNEL
Sub-channel associated with the marketing ad
MEDIA_TYPE
Media type of the marketing ad
AD_ACCOUNT_ID
The unique identifier of the advertiser account on the ad platform
AD_ACCOUNT_NAME
The name of the advertiser account on the ad platform
PROPERTY_NAME
Property where the ad is displayed
NETWORK_TYPE
Identifies the marketing platform for vendors that have multiple platforms (ex: Google Search vs. Youtube)
CAMPAIGN_ID
The unique identifer for the campaign
CAMPAIGN_NAME
The most recent campaign name for the campaign_id
CAMPAIGN_STATUS
The status of the campaign at time of the latest extraction
ADSET_ID
The unique identifier for the ad set. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad. Google Performance Max campaigns will always have NULL ad set IDs
ADSET_NAME
The name of the ad set. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad. Google Performance Max campaigns will always have NULL ad set names
ADSET_STATUS
The status of the ad set at time of the latest extraction. Note this may be labeled slightly different in some ad platforms, e.g.: ad group, ad squad
AD_ID
The unique identifier for the ad. Note that Google Performance Max campaigns will always have NULL ad IDs
AD_NAME
The name of the ad. Note Google Ads does not have ad names available
AD_DESCRIPTION
Description of the ad from the marketing platform
AD_URL
URL of the ad
AD_STATUS
The status of the ad at time of the latest extraction
TOTAL_SPEND
Total spend from the vendor
TOTAL_CLICKS
Total clicks from the vendor
TOTAL_IMPRESSIONS
Total impressions from the vendor
VENDOR_REPORTED_ORDERS
Total orders from the vendor based on the attribution window
VENDOR_REPORTED_REVENUE
Total revenue from the vendor based on the attribution window
KEYWORD
Populated if there is a keyword associated with the marketing
REVENUE_CLICKTHROUGH
Total click through revenue from the vendor
REVENUE_VIEWTHROUGH
Total view through revenue from the vendor
PURCHASES_CLICKTHROUGH
Total click-through purchases from the vendor
PURCHASES_VIEWTHROUGH
Total view-through purchases from the vendor
SEGMENT_1
Placeholder for custom segmentation
SEGMENT_2
Placeholder for custom segmentation
SEGMENT_3
Placeholder for custom segmentation
SEGMENT_4
Placeholder for custom segmentation
SEGMENT_5
Placeholder for custom segmentation
VIDEO_VIEWS
All video views
VIDEO_VIEWS_PCT_25
Video view count where user reached the 25% duration mark
VIDEO_VIEWS_PCT_50
Video view count where user reached the 50% duration mark
VIDEO_VIEWS_PCT_75
Video view count where user reached the 75% duration mark
VIDEO_VIEWS_PCT_100
Video view count where user reached the 100% duration mark
ORIGINAL_CURRENCY
Currency reported by the vendor
CURRENCY_CONVERSION_RATE
Rate used to convert monetary values from original_currency to target_currency
TARGET_CURRENCY
Currency of the Daasity account
ATTRIBUTION_WINDOW
Attribution window of the marketing ad
SOURCE_RANK
The rank of the data source for deduplication