Data Model
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 all platforms |
Spend | x |
Clicks | x |
Impressions | x |
ROAS | x |
CTR | x |
Conversion rate | x |
CPC | x |
Cost per conversion | 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.