Data Specifications

Updated on Jul 21, 2025

Improvado Attribution supports multiple data sources from the following categories:

Web analytics - e.g., Google Analytics 4, Adobe Analytics, Mixpanel
CRM - we support the following entities:

Opportunities (Deals)
Contact
Leads

eCommerce - e.g., Shopify, WooCommerce, BigCommerce
Paid Ads

Input fields specifications

Input fields used are classified as:

Required
Optional

Web Analytics

Field name (generic)	Description	Classification	Comment
`web_event_datetime`	Timestamp of a user's certain interaction on a site	required	Used in many cases. E.g., filtering for the attribution lookback window, matching with advertising and some other sources
`web_event_url`	The full URL of the webpage on which the event is triggered with UTMs (where applicable)	required	Uses to understand the transition source for all attribution models. Also uses as LP URL for reports in the First and Last Touch attribution models. *If this field is missing, parsed UTM parameters can be used instead
`web_referrer_domain`	Referring domain	required	If UTM parameters in URL or parsed are missing, this field is uses to identify the source transition source, if both empty, traffic will be attributed to the Direct channel
`web_event_name`	Unique data point that represents an interaction between a user and your product	required	E.g., Page view, Submit a form, e-book downloaded, add to cart, sign up
`web_user_id`	Unique identifier for a browser&device pair associated with user's actions on a site	required	E.g., client_id, distinct_id, visitor_id
`web_email`	user email	optional	Can be used additional to web_user_id if Web Analytics stores PII. If present, can give additional capabilities to Identity Resolution Engine
`web_phone`	user phone number	optional	Can be used additional to web_user_id if Web Analytics stores PII. If present, can give additional capabilities to Identity Resolution Engine
`web_session_id`	id of session	optional	If not provided, it is necessary to describe the rules by which events are packed into sessions. For example, timeout = 30 min, new source appeared, max duration between events. Related to rules fields should be provided
`web_source`	UTM Source of specific event/session	optional	Displays a specific UTM. *Required if web_event_url field is not provided or UTMs are truncated in the URL link
`web_campaign`	UTM Campaign of specific event/session	optional	Displays a specific UTM. *Required if web_event_url field is not provided or UTMs are truncated in the URL link
`web_medium`	UTM Medium of specific event/session	optional	Displays a specific UTM. *Required if web_event_url field is not provided or UTMs are truncated in the URL link
`web_term`	UTM Term of specific event/session	optional	Displays a specific UTM. *Required if web_event_url field is not provided or UTMs are truncated in the URL link
`web_content`	UTM Content of specific event/session	optional	Displays a specific UTM. *Required if web_event_url field is not provided or UTMs are truncated in the URL link
	Other parameters	optional	If provided, can be used for filtering and additional details in a variety of reports or for custom attribution models

CRM

CRM Opportunity

Field name (generic)	Description	Classification	Comment
`crm_opportunity_createddatetime`	Timestamp of an opportunity (deal) creation	required	Used in a variety of reports
`crm_opportunity_name`	deal name	optional	Convenient for detailed display in a variety of reports
`crm_opportunity_closeddatetime`	Timestamp of an opportunity closing	required	Necessary for the correct construction of reports for the period
`crm_opportunity_id`	Unique identifier of an opportunity	required	Can be also obtained from the side of the lead (crm.lead_opportunity_id)
`crm_account_id`	Unique identifier of an account (company)	required	E.g., company_id
`crm_opportunity_amount`	Potential revenue of the opportunity	required	Used to determine amount of active and lost deals
`crm_revenue`	Won revenue of the opportunity	required
`crm_opportunity_stage`	The current stage of the opportunity in its life cycle	optional

CRM Contact

Field name (generic)	Description	Classification	Comment
`crm_user_id`	Unique identifier of a contact	required	E.g., contact_id, user_id
`crm_account_id`	Unique identifier of a related to contact account (company)	required	account id, company id, etc.
`crm_user_email`	Contact email address	optional	Highly recommended, can give additional capabilities to Identity Resolution Engine, especially for complex source stack (e.g., finance sources). Can be an array
`crm_user_phone`	Contact phone number	optional	Can give additional capabilities to Identity Resolution Engine, especially for complex source stack
`crm_web_user_id`	Unique type of a contact	required *(If use Google Analytics)	Forwarded web analytics id.E.g., Mixpanel - distinct_idб GA - google_clientId

CRM Lead (optional)

Field name (generic)	Description	Classification	Comment
`crm_lead_createddatetime`	Timestamp of lead creation	required	Used in a variety of reports
`crm_lead_name`	Lead name	optional	Convenient for detailed display in a variety of reports
`crm_lead_closeddatetime`	Timestamp of lead convertation or closing	optional	Used in a variety of reports
`crm_lead_id`	Unique identifier of a lead	required	order id, deal id, purchase id, etc.
`crm_user_id`	Unique type of a user	required	contact id, user id, etc.
`crm_account_id`	Unique identifier of a related to lead account (company)	required	*Optional in case if the information about the relation can be obtained from the side of the account (crm.account_lead_id)
`crm_lead_amount`	Lead potential revenue	optional	Used to determine amount of active and lost leads
`crm_lead_stage`	Lead stage	optional	Used to build various reports, for example, funnel report

eCommerce order (optional)

Field name (generic)	Description	Classification	Comment
`ecom_order_id`	Unique identifier of order	required	E.g., order number, purchase id,
`ecom_order_amount`	Potential revenue of order	required	Used to determine amount of active and lost orders
`ecom_order_revenue`	Redeemed revenue on order	required	Used to determine amount of completed orders
`ecom_order_datetime`	Order created datetime	required
`ecom_order_status`	Order status	required

Paid Ads (optional)

Field name (generic)	Description	Classification	Comment
`ads_date`	Date	required	Grouped date up to day
`ads_source_name`	Name of source	required	E.g., fb ads, google ads
`ads_campaign_name`	Name of campaign	required
`ads_keyword_name`	Name of ad term	required
`ads_adset_id`	Unique identifier of ad set	optional	adset_id, adgroup_id
`ads_spend`	Amount spent on advertising	required	Adspend sum
`ads_impressions`	Amount of impressions	required	Impressions sum
`ads_clicks`	Number of clicks on ad	required	Clicks sum
	Any other metric	optional

Meta requirements

Specify actionable goals (conversions, transactions, etc.) in data sources where appropriate (e.g., specific event, opportunity created, etc.).