Snowplow Fractribution Models

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Snowplow Fractribution

Snowplow Fractribution Channel Counts

models/snowplow_fractribution_channel_counts.sql

Description

Number of sessions per channel, campaign, source and medium

Type: Table

Details

Columns

Column Name	Description	Type
channel	Channel name	text
campaign	Campaign name	text
source	Source / referring host	text
medium	Marketing medium	text
number_of_sessions	Count of sessions per channel / campaign / source / medium	number

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

select
  channel,
  campaign,
  source,
  medium,
  count(*) as number_of_sessions

from {{ ref('snowplow_fractribution_sessions_by_customer_id') }}

group by 1,2,3,4

order by channel, number_of_sessions desc

Depends On

Models
Macros

model.snowplow_fractribution.snowplow_fractribution_sessions_by_customer_id

Referenced By

Models

model.snowplow_fractribution.snowplow_fractribution_channel_spend

Snowplow Fractribution Channel Spend

models/snowplow_fractribution_channel_spend.sql

Description

This model does not currently have a description.

Type: Table

Details

Columns

Column Name	Description	Type
channel		text
spend		number

Code

default

Source

{{ 
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  ) 
}}

-- By default, the model assigns an example 10k spend to each channel found in channel_counts
-- TODO: put in your own spend calculations per channel in the channel_spend macro in your own dbt project


{{ channel_spend() }}

Depends On

Models
Macros

model.snowplow_fractribution.snowplow_fractribution_channel_counts

Snowplow Fractribution Conversions By Customer Id

models/snowplow_fractribution_conversions_by_customer_id.sql

Description

Each conversion and associated revenue per customer_id

Type: Table

Details

Columns

Column Name	Description	Type
customer_id	Identifier for the customer, 'f' prefixed when domain_userid is used, 'u' prefixed for when user_id is used (logged in?)	text
conversion_tstamp		timestamp_ntz
revenue	Revenue (dollars / cents) for the conversion	number

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

select
  case when events.user_id is not null and events.user_id != '' then 'u' || events.user_id -- use event user_id
    {% if var('snowplow__use_snowplow_web_user_mapping_table') %}
       when user_mapping.domain_userid is not null then 'u' || user_mapping.user_id
    {% endif %}
       else 'f' || events.domain_userid
  end as customer_id,
  derived_tstamp as conversion_tstamp,
  {{ conversion_value() }} as revenue

from {{ var('snowplow__conversions_source' )}} as events

{% if var('snowplow__use_snowplow_web_user_mapping_table') %}
  left join {{ var('snowplow__web_user_mapping_table') }} as user_mapping
    on events.domain_userid = user_mapping.domain_userid
{% endif %}

where {{ conversion_clause() }}
  and date(derived_tstamp) >= '{{ get_lookback_date_limits("min") }}'
  and date(derived_tstamp) <= '{{ get_lookback_date_limits("max") }}'

Depends On

Macros

Referenced By

Models

Snowplow Fractribution Path Summary

models/snowplow_fractribution_path_summary.sql

Description

For each unique path, a summary of associated conversions, non conversions and revenue

Type: Table

Details

Columns

Column Name	Description	Type
transformed_path	> delimited path summary	text
conversions	Count of conversions for this path	number
non_conversions	Count of non-conversions for path	number
revenue	Revenue for the given path	number

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

with paths_to_conversion as (

  select
    transformed_path,
    count(*) as conversions,
    sum(revenue) as revenue

  from {{ ref('snowplow_fractribution_paths_to_conversion') }}

  group by 1

)

, paths_to_non_conversion as (

  select
    transformed_path,
    count(*) as non_conversions

  from {{ ref('snowplow_fractribution_paths_to_non_conversion') }}

  group by 1
)

select
  coalesce(c.transformed_path, n.transformed_path) as transformed_path,
  coalesce(c.conversions, 0) as conversions,
  coalesce(n.non_conversions, 0) as non_conversions,
  c.revenue

from paths_to_conversion c

full join paths_to_non_conversion n
  on c.transformed_path = n.transformed_path

Depends On

Models
Macros

Snowplow Fractribution Paths To Conversion

models/snowplow_fractribution_paths_to_conversion.sql

Description

Customer id and the the paths the customer has followed that have lead to conversion

Type: Table

Details

Columns

Column Name	Description	Type
customer_id	Id for the customer (identified or cookie)	text
conversion_tstamp		timestamp_ntz
revenue	Revenue associated with the conversion	number
path	Path to conversion (> delimited)	text
transformed_path	Transformations applied to "path" above	text

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

-- Requires macro trim_long_path

with string_aggs as (

  select
    c.customer_id,
    c.conversion_tstamp,
    c.revenue,
    {{ snowplow_utils.get_string_agg('channel', 's', separator=' > ', sort_numeric=false, order_by_column='visit_start_tstamp', order_by_column_prefix='s') }} as path

  from {{ ref('snowplow_fractribution_conversions_by_customer_id') }} c

  inner join {{ ref('snowplow_fractribution_sessions_by_customer_id') }} s
  on c.customer_id = s.customer_id
    and {{ datediff('s.visit_start_tstamp', 'c.conversion_tstamp', 'day') }}  >= 0
    and {{ datediff('s.visit_start_tstamp', 'c.conversion_tstamp', 'day') }} <= {{ var('snowplow__path_lookback_days') }}

  group by 1,2,3

)

, arrays as (

  select
    customer_id,
    conversion_tstamp,
    revenue,
    {{ snowplow_utils.get_split_to_array('path', 's', ' > ') }} as path,
    {{ snowplow_utils.get_split_to_array('path', 's', ' > ') }} as transformed_path

  from string_aggs s

)

{{ transform_paths('conversions', 'arrays') }}

select
  customer_id,
  conversion_tstamp,
  revenue,
  {{ snowplow_utils.get_array_to_string('path', 'p', ' > ') }} as path,
  {{ snowplow_utils.get_array_to_string('transformed_path', 'p', ' > ') }} as transformed_path

from path_transforms p

Depends On

Models
Macros

Referenced By

Models

model.snowplow_fractribution.snowplow_fractribution_path_summary

Snowplow Fractribution Paths To Non Conversion

models/snowplow_fractribution_paths_to_non_conversion.sql

Description

Customer id and the the paths the customer has followed that have not lead to conversion

Type: Table

Details

Columns

Column Name	Description	Type
customer_id	Id for the customer (identified or cookie)	text
path	Path to conversion (> delimited)	text
transformed_path	Transformations applied to "path" above	text

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

-- Requires macro trim_long_path


with non_conversions as (

  select
    customer_id,
    max(visit_start_tstamp) as non_conversion_tstamp

  from {{ ref('snowplow_fractribution_sessions_by_customer_id') }} s

  where not exists (select customer_id from {{ ref('snowplow_fractribution_conversions_by_customer_id') }} c where s.customer_id = c.customer_id)

  group by 1

)

, string_aggs as (

  select
    n.customer_id,
    {{ snowplow_utils.get_string_agg('channel', 's', separator=' > ', order_by_column='visit_start_tstamp', sort_numeric=false, order_by_column_prefix='s') }} as path

  from non_conversions n

  inner join {{ ref('snowplow_fractribution_sessions_by_customer_id') }} s
  on n.customer_id = s.customer_id
    and {{ datediff('s.visit_start_tstamp', 'n.non_conversion_tstamp', 'day') }}  >= 0
    and {{ datediff('s.visit_start_tstamp', 'n.non_conversion_tstamp', 'day') }} <= {{ var('snowplow__path_lookback_days') }}

  group by 1


)

, arrays as (

    select
      customer_id,
      {{ snowplow_utils.get_split_to_array('path', 's', ' > ') }} as path,
      {{ snowplow_utils.get_split_to_array('path', 's', ' > ') }} as transformed_path

    from string_aggs s

)

{{ transform_paths('non_conversions', 'arrays') }}

select
  customer_id,
  {{ snowplow_utils.get_array_to_string('path', 'p', ' > ') }} as path,
  {{ snowplow_utils.get_array_to_string('transformed_path', 'p', ' > ') }} as transformed_path

from path_transforms p

Depends On

Models
Macros

Referenced By

Models

model.snowplow_fractribution.snowplow_fractribution_path_summary

Snowplow Fractribution Sessions By Customer Id

models/snowplow_fractribution_sessions_by_customer_id.sql

Description

Channels per session by customer id, yields one row per session unless snowplow__consider_intrasession_channels is true

Type: Table

Details

Columns

Column Name	Description	Type
customer_id	Customer id	text
visit_start_tstamp	UTC timestamp for the start of the session	timestamp_ntz
channel	Channel	text
referral_path	Referall path for the session	text
campaign	Marketing campaign	text
source	Marketing source	text
medium	Marketing medium	text

Code

default

Source

{{
  config(
    sql_header=snowplow_utils.set_query_tag(var('snowplow__query_tag', 'snowplow_dbt'))
  )
}}

 -- restrict to certain hostnames
{% if var('snowplow__conversion_hosts') in ('', [], '[]') or var('snowplow__conversion_hosts') == None %}
    {{ exceptions.raise_compiler_error("Error: var('conversion_host') needs to be set!") }}
{% endif %}

select
  case when page_views.user_id is not null and page_views.user_id != '' then 'u' || page_views.user_id -- use event user_id
  {% if var('snowplow__use_snowplow_web_user_mapping_table') %}
       when user_mapping.domain_userid is not null then 'u' || user_mapping.user_id
  {% endif %}
        else 'f' || page_views.domain_userid
  end as customer_id, -- f (anonymous) or u (identifier) prefixed user identifier
  derived_tstamp as visit_start_tstamp, -- we consider the event timestamp to be the session start, rather than the session start timestamp
  {{ channel_classification() }} as channel,
  refr_urlpath as referral_path,
  mkt_campaign as campaign,
  mkt_source as source,
  mkt_medium as medium

from {{ var('snowplow__page_views_source') }}  page_views

{% if var('snowplow__use_snowplow_web_user_mapping_table') %}
  left join {{ var('snowplow__web_user_mapping_table') }} as user_mapping
  on page_views.domain_userid = user_mapping.domain_userid
{% endif %}

where date(derived_tstamp) >= '{{ get_lookback_date_limits("min") }}'

  and date(derived_tstamp) <= '{{ get_lookback_date_limits("max") }}'

  and
    -- restrict to certain hostnames
{% if var('snowplow__conversion_hosts') in ('', [], '[]') or var('snowplow__conversion_hosts') == None %}
  {{ exceptions.raise_compiler_error("Error: var('conversion_host') needs to be set!") }}

{% endif %}
page_urlhost in ({{ snowplow_utils.print_list(var('snowplow__conversion_hosts')) }})

{% if var('snowplow__consider_intrasession_channels') %}
  -- yields one row per channel change
  and mkt_medium is not null and mkt_medium != ''

{% else %}
  -- yields one row per session (last touch)
  and page_view_in_session_index = 1 -- takes the first page view in the session
{% endif %}

{% if var('snowplow__channels_to_exclude') %}
    -- Filters out any unwanted channels
    and channel not in ({{ snowplow_utils.print_list(var('snowplow__channels_to_exclude')) }})
{% endif %}

Depends On

Macros

Referenced By

Models