Prism Output
Prism Output File Details
Prism files are delivered to an s3 bucket on a daily basis for end user consumption. The files are sharded into evenly sized compressed files and they are broken into the following categories:
- Lookback files
- Lookforward files
- Algorithmic attribution files
Prism files follow these conventions:
- CSV files
- gZip compressed
- UTF-8 encoded
Lookback Files
Lookback files take each conversion event and look back for touchpoint interaction events that happened prior to the conversion event.
Details
- If a touchpoint interaction event did not lead to a conversion event, the touchpoint interaction event will not show up in the Lookback file. Instead the touchpoint interaction event in this scenario will be part of the Lookforward file.
Lookback files have the following structure:
| Field | Data Type | Description |
| INTERACTION_CAPTURED_AT | TIMESTAMPNTZ | The UTC datetime the interaction event was captured |
| INTERACTION_EVENT_DATE_TIME | TIMESTAMPNTZ | The UTC datetime the interaction event happened |
| INTERACTION_EVENT_TYPE | VARCHAR | The type of interaction event |
| INTERACTION_EVENT_UUID | VARCHAR | The unique identifier of the interaction event |
| INTERACTION_INTEGRATION | VARCHAR | The integration that produced the interaction event |
| INTERACTION_ORGANIZATION_UUID | VARCHAR | The organization UUID of the customer that generated the interaction event |
| INTERACTION_TOUCHPOINT_ID | VARCHAR | The Touchpoint ID associated with the interaction event |
| INTERACTION_ID | VARCHAR | The ID designated by the sender for the interaction event (sent as conversion_id but relabeled interaction_id here to eliminate confusion) |
| INTERACTION_CUSTOM_DIMENSION_1 | VARCHAR | The first custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_2 | VARCHAR | The second custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_3 | VARCHAR | The third custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_4 | VARCHAR | The fourth custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_5 | VARCHAR | The fifth custom dimension attribute sent with the interaction event |
| INTERACTION_EVENT | VARCHAR | The name of the interaction event (sent as conversion_event bu relabeled interaction_event here to eliminate confusion) |
| INTERACTION_OBJECT_TYPE | VARCHAR | The high level object type of the interaction event (sent as conversion_object_type but relabeled interaction_object_type here to avoid confusion) |
| INTERACTION_METRIC_EVENTS | DOUBLE | The quantity associated with the interaction event (almost always 1) |
| INTERACTION_CUSTOM_METRIC_1 | VARCHAR | The first custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_2 | VARCHAR | The second custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_3 | VARCHAR | The third custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_4 | VARCHAR | The fourth custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_5 | VARCHAR | The fifth custom metric attribute sent with the interaction event |
| INTERACTION_PAGE_URL | VARCHAR | The page url associated with the interaction event (used for online only) |
| INTERACTION_REFERRER_URL | VARCHAR | The referrer url associated with the interaction event (used for online only) |
| INTERACTION_PLATFORM | VARCHAR | The platform associated with the interaction event (used for online only) |
| INTERACTION_USER_AGENT | VARCHAR | The user agent associated with the interaction event (used for online only) |
| INTERACTION_VENDOR | VARCHAR | The vendor of the browser associated with the interaction event (used for online only) |
| INTERACTION_KEYWORD | VARCHAR | The keyword run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_MATCH_TYPE | VARCHAR | The match type run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_AD_POSITION | VARCHAR | The ad position run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_DEVICE | VARCHAR | The device run-time attribute associated with the interaction event (used for online only) |
| WHO_UUID | VARCHAR | The anonymous identifier of the person associated with the interaction and conversion events |
| WHO_TYPE | VARCHAR | The type of anonymous identifier (examples: Strala; Internal; etc.) |
| CONVERSION_CAPTURED_AT | TIMESTAMPNTZ | The UTC datetime the conversion event was captured |
| CONVERSION_EVENT_DATE_TIME | TIMESTAMPNTZ | The UTC datetime the conversion event happened |
| CONVERSION_EVENT_TYPE | VARCHAR | The type of conversion event |
| CONVERSION_EVENT_UUID | VARCHAR | The unique identifier of the conversion event |
| CONVERSION_INTEGRATION | VARCHAR | The integration that produced the conversion event |
| CONVERSION_ORGANIZATION_UUID | VARCHAR | The organization UUID of the customer that generated the conversion event |
| CONVERSION_TOUCHPOINT_ID | VARCHAR | The Touchpoint ID associated with the conversion event (always empty except for specific, custom circumstances) |
| CONVERSION_ID | VARCHAR | The ID designated by the sender for the conversion event |
| CONVERSION_CUSTOM_DIMENSION_1 | VARCHAR | The first custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_2 | VARCHAR | The second custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_3 | VARCHAR | The third custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_4 | VARCHAR | The fourth custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_5 | VARCHAR | The fifth custom dimension attribute sent with the conversion event |
| CONVERSION_EVENT | VARCHAR | The name of the conversion event |
| CONVERSION_OBJECT_TYPE | VARCHAR | The high level object type of the conversion event |
| CONVERSION_METRIC_EVENTS | DOUBLE | The quantity associated with the conversion event (almost always 1) |
| CONVERSION_CUSTOM_METRIC_1 | VARCHAR | The first custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_2 | VARCHAR | The second custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_3 | VARCHAR | The third custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_4 | VARCHAR | The fourth custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_5 | VARCHAR | The fifth custom metric attribute sent with the conversion event |
| CONVERSION_METRIC_REVENUE | VARCHAR | The conversion amount in USD associated with the conversion event |
| CONVERSION_PAGE_URL | VARCHAR | The page url associated with the conversion event (used for online only) |
| CONVERSION_REFERRER_URL | VARCHAR | The referrer url associated with the conversion event (used for online only) |
| CONVERSION_DISTRIBUTION | DOUBLE | The base distribution for the conversion event across all interaction events. Also calld the MTL (multi-touch linear) distribution |
| CONVERSION_RANK | DOUBLE | The ordinal position of the attributed conversion event across all interaction events |
| CONVERSION_SPREAD | DOUBLE | The total number of times the conversion event is attributed to interaction events |
| MTTD_DISTRIBUTION | DOUBLE | The multi-touch time decay attribution distribution for the conversion event across all interaction events (attribution credit goes down as you move further away from the conversion event) |
| MTU_DISTRIBUTION | DOUBLE | The multi-touch u-shaped attribution distribution for the conversion event across all interaction events (the first and last interaction events get 40% and everything in between shares the remaining 20%) |
| STF_DISTRIBUTION | DOUBLE | The single-touch first attribution distribution for the conversion event across all interaction events (the first interaction event gets 100%) |
| STL_DISTRIBUTION | DOUBLE | The single-touch last attribution distribution for the conversion event across all interaction events (the last interaction event gets 100%) |
Lookforward Files
Lookforward files take each touchpoint interaction event and look forward for any conversion events that happened following the touchpoint interaction event.
Details
- If multiple conversion events are in the path of a touchpoint interaction event, the touchpoint interaction event will appear independently for each conversion journey.
- If a conversion event was not preceded by any touchpoint interaction events, the conversion event will not show up in the Lookforward file. Instead, the conversion event in this scenario will be part of the Lookback file.
Lookforward files have the following structure:
| INTERACTION_CAPTURED_AT | TIMESTAMPNTZ | The UTC datetime the interaction event was captured |
| INTERACTION_EVENT_DATE_TIME | TIMESTAMPNTZ | The UTC datetime the interaction event happened |
| INTERACTION_EVENT_TYPE | VARCHAR | The type of interaction event |
| INTERACTION_EVENT_UUID | VARCHAR | The unique identifier of the interaction event |
| INTERACTION_INTEGRATION | VARCHAR | The integration that produced the interaction event |
| INTERACTION_ORGANIZATION_UUID | VARCHAR | The organization UUID of the customer that generated the interaction event |
| INTERACTION_TOUCHPOINT_ID | VARCHAR | The Touchpoint ID associated with the interaction event |
| INTERACTION_ID | VARCHAR | The ID designated by the sender for the interaction event (sent as conversion_id but relabeled interaction_id here to eliminate confusion) |
| INTERACTION_CUSTOM_DIMENSION_1 | VARCHAR | The first custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_2 | VARCHAR | The second custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_3 | VARCHAR | The third custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_4 | VARCHAR | The fourth custom dimension attribute sent with the interaction event |
| INTERACTION_CUSTOM_DIMENSION_5 | VARCHAR | The fifth custom dimension attribute sent with the interaction event |
| INTERACTION_EVENT | VARCHAR | The name of the interaction event (sent as conversion_event bu relabeled interaction_event here to eliminate confusion) |
| INTERACTION_OBJECT_TYPE | VARCHAR | The high level object type of the interaction event (sent as conversion_object_type but relabeled interaction_object_type here to avoid confusion) |
| INTERACTION_METRIC_EVENTS | DOUBLE | The quantity associated with the interaction event (almost always 1) |
| INTERACTION_CUSTOM_METRIC_1 | VARCHAR | The first custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_2 | VARCHAR | The second custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_3 | VARCHAR | The third custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_4 | VARCHAR | The fourth custom metric attribute sent with the interaction event |
| INTERACTION_CUSTOM_METRIC_5 | VARCHAR | The fifth custom metric attribute sent with the interaction event |
| INTERACTION_PAGE_URL | VARCHAR | The page url associated with the interaction event (used for online only) |
| INTERACTION_REFERRER_URL | VARCHAR | The referrer url associated with the interaction event (used for online only) |
| INTERACTION_PLATFORM | VARCHAR | The platform associated with the interaction event (used for online only) |
| INTERACTION_USER_AGENT | VARCHAR | The user agent associated with the interaction event (used for online only) |
| INTERACTION_VENDOR | VARCHAR | The vendor of the browser associated with the interaction event (used for online only) |
| INTERACTION_KEYWORD | VARCHAR | The keyword run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_MATCH_TYPE | VARCHAR | The match type run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_AD_POSITION | VARCHAR | The ad position run-time attribute associated with the interaction event (used for online only) |
| INTERACTION_DEVICE | VARCHAR | The device run-time attribute associated with the interaction event (used for online only) |
| WHO_UUID | VARCHAR | The anonymous identifier of the person associated with the interaction and conversion events |
| WHO_TYPE | VARCHAR | The type of anonymous identifier (examples: Strala; Internal; etc.) |
| CONVERSION_CAPTURED_AT | TIMESTAMPNTZ | The UTC datetime the conversion event was captured |
| CONVERSION_EVENT_DATE_TIME | TIMESTAMPNTZ | The UTC datetime the conversion event happened |
| CONVERSION_EVENT_TYPE | VARCHAR | The type of conversion event |
| CONVERSION_EVENT_UUID | VARCHAR | The unique identifier of the conversion event |
| CONVERSION_INTEGRATION | VARCHAR | The integration that produced the conversion event |
| CONVERSION_ORGANIZATION_UUID | VARCHAR | The organization UUID of the customer that generated the conversion event |
| CONVERSION_TOUCHPOINT_ID | VARCHAR | The Touchpoint ID associated with the conversion event (always empty except for specific, custom circumstances) |
| CONVERSION_ID | VARCHAR | The ID designated by the sender for the conversion event |
| CONVERSION_CUSTOM_DIMENSION_1 | VARCHAR | The first custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_2 | VARCHAR | The second custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_3 | VARCHAR | The third custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_4 | VARCHAR | The fourth custom dimension attribute sent with the conversion event |
| CONVERSION_CUSTOM_DIMENSION_5 | VARCHAR | The fifth custom dimension attribute sent with the conversion event |
| CONVERSION_EVENT | VARCHAR | The name of the conversion event |
| CONVERSION_OBJECT_TYPE | VARCHAR | The high level object type of the conversion event |
| CONVERSION_METRIC_EVENTS | DOUBLE | The quantity associated with the conversion event (almost always 1) |
| CONVERSION_CUSTOM_METRIC_1 | VARCHAR | The first custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_2 | VARCHAR | The second custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_3 | VARCHAR | The third custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_4 | VARCHAR | The fourth custom metric attribute sent with the conversion event |
| CONVERSION_CUSTOM_METRIC_5 | VARCHAR | The fifth custom metric attribute sent with the conversion event |
| CONVERSION_METRIC_REVENUE | VARCHAR | The conversion amount in USD associated with the conversion event |
| CONVERSION_PAGE_URL | VARCHAR | The page url associated with the conversion event (used for online only) |
| CONVERSION_REFERRER_URL | VARCHAR | The referrer url associated with the conversion event (used for online only) |
| CONVERSION_DISTRIBUTION | DOUBLE | The base distribution for the conversion event across all interaction events. Also calld the MTL (multi-touch linear) distribution |
| CONVERSION_RANK | DOUBLE | The ordinal position of the attributed conversion event across all interaction events |
| CONVERSION_SPREAD | DOUBLE | The total number of times the conversion event is attributed to interaction events |
| MTTD_DISTRIBUTION | DOUBLE | The multi-touch time decay attribution distribution for the conversion event across all interaction events (attribution credit goes down as you move further away from the conversion event) |
| MTU_DISTRIBUTION | DOUBLE | The multi-touch u-shaped attribution distribution for the conversion event across all interaction events (the first and last interaction events get 40% and everything in between shares the remaining 20%) |
| STF_DISTRIBUTION | DOUBLE | The single-touch first attribution distribution for the conversion event across all interaction events (the first interaction event gets 100%) |
| STL_DISTRIBUTION | DOUBLE | The single-touch last attribution distribution for the conversion event across all interaction events (the last interaction event gets 100%) |
Algorithmic Attribution Files
The algorithmic attribution process takes the underlying lookforward table and applies Strala's algorithmic attribution model to it. This allows us to gain a different attribution perspective through a lens that considers what converted and what did not convert.
Details
- The algorithmic attribution model considers each touchpoint attribute independently and processes based on attributes that have less than 20% null attribute values. If more than 20% of the attribute values are null, the attribute is not considered for the algorithmic attribution model
- Algorithmic attribution output files include:
- Attribution Model Files - These files start with attribution_model_
- Journey Path Files - These files start with journey_paths_
Attribution model files have the following structure:
| SOURCE_ATTRIBUTE |
VARCHAR | The attribute from the Touchpoints module that has been used in the algorithmic attribution process |
| SOURCE_TABLE | VARCHAR |
The fact table that was used for the algorithmic attribution |
| NAME | VARCHAR | The name of the attribute value associated with the SOURCE_ATTRIBUTE that has conversions attributed to it |
| CONVERSIONS | FLOAT | The number of conversions attributed to the SOURCE_ATTRIBUTE : NAME pairing |
| REMOVAL_EFFECT | FLOAT | The estimated removal impact attributed to the SOURCE_ATTRIBUTE : NAME pairing |
| REVENUE | FLOAT | The dollar amount tin USD associated with the conversion event (only available if provided) |
| TOTAL_PATHS | INTEGER | The number of unique paths the SOURCE_ATTRIBUTE : NAME pairing was a part of |
| TOTAL_JOURNEYS | INTEGER | The number of journeys the SOURCE_ATTRIBUTE : NAME pairing was a part of |
Journey Path files have the following structure:
| ATTRIBUTE |
VARCHAR | The attribute from the Touchpoints module that has been used in the algorithmic attribution process |
| SOURCE_TABLE | VARCHAR | The fact table that was used for the algorithmic attribution |
| CONVERSIONS | INTEGER | The number of conversions attributed by the algorithmic attribution model to the path |
| NULLS | INTEGER | The number of non-conversions attributed by the algorithmic attribution model to the path |
| JOURNEYS | INTEGER | The number of journeys the path participated in |
| JOURNEY_LENGTH | INTEGER | The number of steps in the path |
| CONVERSION_RATE | FLOAT | The number of conversions divided by the total interactions |
| PATH | VARCHAR | The complete path of attribute values associated with the ATTRIBUTE, which was observed by the algorithmic attribution model |
| PATH1 | VARCHAR | The 1st step in the path. This is an attribute value associated with the ATTRIBUTE |
| PATH2 | VARCHAR | The 2nd step in the path. This is an attribute value associated with the ATTRIBUTE |
| ... | VARCHAR | |
| PATH50 | VARCHAR | The 50th step in the path. This is an attribute value associated with the ATTRIBUTE |