Data Model - Ad Performance
Introduction
This section outlines the data model designed to support the seamless import of costs and performance data from digital marketing platforms into Piano Analytics. The data model is structured to accommodate a diverse range of marketing data sources, ensuring that both standardized and platform-specific metrics are captured effectively.
Level of Detail
Ad Performance aims to provide a level of detail for analysis past the campaign level where applicable. The level of detail available will also depend on the information available on the various marketing platforms.
Properties
The following property and platform matrix outlines which properties are available in the ad performance data model and which ones contain data for a specific platform.
Property | Description | Property available in the Google Ads connector | Property available in the Facebook Ads connector |
AP - Account ID | The unique account identifier automatically attributed by the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Account Name | Account name as defined in the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Digital marketing platform | Digital marketing platform used to display the ads. AP - this property is part of the Ad Performance data model. | x | x |
AP - Ad Channel type | The channel type used to distribute the ads to reach the target audience. AP - this property is part of the Ad Performance data model. | x | |
AP - Campaign ID | UTM parameter containing the unique campaign identifier automatically attributed by the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Campaign name | The campaign name as defined in the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Ad Group ID | UTM parameter containing the unique ad group identifier automatically attributed by the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Ad Group name | The ad group name as defined in the third-party platform. AP - this property is part of the Ad Performance data model. | x | x |
AP - Keyword | UTM parameter containing the keyword used to trigger an ad. AP - this property is part of the Ad Performance data model. | x | |
AP - Match type | UTM parameter containing the match type used to trigger an ad. AP - this property is part of the Ad Performance data model. | x | |
AP - Campaign Objective | Campaign objective as defined in the third-party platform. AP - this property is part of the Ad Performance dataset. | x | |
AP - Ad ID | UTM parameter containing the unique ad identifier automatically attributed by the third-party platform. AP - this property is part of the Ad Performance data model. |
| x |
AP - Ad name | Ad name as defined in the third-party platform. AP - this property is part of the Ad Performance dataset. |
| x |
AP - Meta Platform | UTM parameter containing the platform information used to show the ad on Meta network. AP - this property is part of the Ad Performance data model. |
| x |
Metrics
Metric | Availability on Google Ads | Availability on Facebook Ads | |
Ad spend | The amount spent on digital advertising activity. | x | x |
Ad clicks | Number of outbound ad clicks. | x | x |
Ad impressions | Number of ad impressions. | x | x |
ROAS | Return on ad spend (ROAS) measures the revenue generated in relation to the amount spent on advertising. It is calculated by dividing the revenue generated from advertising by the amount spent on that advertising. ROAS is expressed as a ratio. | x | x |
CTR | Click-through rate. Calculated as ad clicks / ad impressions. | x | x |
Conversion rate | The number of converted visits per ad click, calculated as converted visits divided by the number of ad clicks. | x | x |
CPC | Amount spent per click. Calculated as ad spend / ad clicks. | x | x |
Cost per conversion | Amount spent per conversion, calculated as the advertising budget divided by the number of conversions. | x | x |
Ad link clicks | Number of ad link clicks. | x | |
Ad Link CTR | Link click-through rate. Calculated as ad clicks (links) divided by ad impressions. | x | |
Ad link CPC | Amount spent per link click. Calculated as ad spend divided by ad clicks (links). | x | |
Total ad clicks | Total number of clicks on an ad. | x | |
CPC (total clicks) | Amount spent per click on the ad. Calculated as Ad spend divided by Total ad clicks. | ||
CPM | Amount spent per 1000 impressions. Calculated as ad spend / ad impressions * 1000. | x | |
Landing page views | Number of Landing page views measure by the ad platform. | x | |
Leads | Leads generated on the platform. | x | |
CPL | Amount spent per lead measured by the platform. | x | |
Leads conversion rate | Number of impressions that generated leads on the platform. Calculated as: Leads / Ad Impressions. | x | |
Platform conversions | Number of on site conversions measured by the platform. | x | |
Cost per platform conversions | Amount spent per on site conversion measured by the platform. | x | |
Platform conversion value | Conversion value measured by the marketing platform. | x | |
Ad reactions | Reactions on the ad. | x | |
Ad comments | Number of comments on an ad. | x | |
Ad shares | Number of times an ad was shared. | x | |
Ad event responses | Event responses on the ad. | x | |
Ad engagement | Sum of reactions, comments, shares, event responses and total ad clicks | x | |
Engagement rate | Ad engagement rate. Calculated as the number of ad engagements divided by Ad impressions. | x | |
Cost per ad engagement | Amount spent per ad engagement. Calculated as ad spend divided by ad engagement. | x | |
Cost per ad reaction | Amount spent per ad reaction. Calculated as ad spend / ad reactions. | x | |
Cost per ad comment | Amount spent per comment on the ad. Calculated as Ad spend / Ad comments. | x | |
Cost per ad share | Amount spent per ad share. Calculated as Ad spend / Ad shares. | x | |
Cost per ad event response | Amount spent per ad event response. Calculated as Ad spend / Ad event responses. | x | |
Ad 3s video plays | Number of times the ad was viewed for at least 3 seconds. | x | |
Ad ThruPlays | Number of times the ad was viewed completely. | x | |
Cost per 3s video play | Amount spent per 3-second video play. Calculated as Ad spend / Ad 3-second video play. | x | |
Cost per ad ThruPlay | Amount spent per ThuPlay. Calculated as Ad spend / Ad ThruPlay. | x | |
Ad video plays | Number of times the ad video started playing. | x | |
App installs | Number of app intalls following an ad click. | x | |
Cost per app install | Amount spent per app install. Calculated as Ad spend / App Install | x |
Metrics available on Campaign & Ad breakdowns
Metric | Description | Availability on Google ads | Availability on Facebook ads |
|---|---|---|---|
Reach (ad) | Estimated number of Meta users exposed to an ad over its lifetime. Available on ad property breakdown. | x | |
Frequency (ad) | Estimated average number of times users were exposed to the ad. Available on ad property breakdown. | x | |
Reach (Campaign) | Estimated number of Meta users exposed to a campaign over its lifetime. Available on campaign property breakdown. | x | |
Frequency (Campaign) | Estimated average number of times users were exposed to the campaign. Available on campaign property breakdown. | x |
Metrics available on country ISO code and geo region breakdowns
Metric | Description | Availability on Google ads | Availability on Facebook ads |
|---|---|---|---|
Ad spend (geo) | The amount spent on digital advertising activity. Available on country ISO code and geo region property breakdowns. | x | |
Ad clicks (geo) | Number of outbound ad clicks. Available on country ISO code and geo region property breakdowns. | x | |
Total ad clicks (geo) | Total number of clicks on an ad. Available on country ISO code and geo region property breakdowns. | x | |
Ad impressions (geo) | Number of ad impressions. Available on country ISO code and geo region property breakdowns. | x | |
CPM (geo) | Amount spent per 1000 impressions. Calculated as ad spend / ad impressions * 1000. Available on country ISO code and geo region property breakdowns. | x | |
CPC (geo) | Amount spent per click. Calculated as ad spend / ad clicks. Available on country ISO code and geo region property breakdowns. | x | |
CTR (geo) | Click-through rate. Calculated as ad clicks / ad impressions. Available on country ISO code and geo region property breakdowns. | x | |
Leads (geo) | Leads generated on the platform. Available on country ISO code and geo region property breakdowns. | x | |
CPL (geo) | Amount spent per lead measured by the platform. Available on country ISO code and geo region property breakdowns. | x | |
Leads conversion rate (geo) | Number of impressions that generated leads on the platform. Available on country ISO code and geo region property breakdowns. | x | |
Page likes (geo) | Page likes generated by an ad on the platform. Available on country ISO code and geo region property breakdowns. | x |
Any Piano Analytics metric and custom-made metrics with a visit scope can be used in combination with Ad Performance properties and metrics. For example, a user can create a Cost per Visitor metric, and look at how that metric is distributed across various platforms if that is something they want to analyse.