Output Tables (Reports)

Updated on Jul 21, 2025

Improvado Attribution allows you to fine-tune the output data by giving you full control over metrics and dimensions. This gives you the flexibility to create dashboards that are tailored to your specific needs and provide insights into your marketing performance. We prepared the example Dashboard that serves as a reference point for visualizing and interpreting the Attribution data effectively.

Output Attribution Mart Model (mrt_attribution_model)

Field name (generic)	Description	Classification	Comment
`goal`	attribution	required	Goal number
`goal_n_attribution_model_wight`	attribution	required	Goal N weight for each attribution model
`goal_n_source_goal_value_attribution_model`	attribution	required	Multipliplication of goal_n_attribution_model_weight and goal_n_value defined in input params
`goal_n_macrosession_id`	attribution	required	Macrosession for each goals, unifyed id that cover all events that preceded of goal
`goal_n_id`	attribution	required	Goal id from datasource
`goal_n_datetime`	attribution	required	Datetime of goal from datasource
`is_attributed`	attribution	required	Boolen field, that show attributed or not this goal
`attribution_datetime`	attribution	required	Datetime of goal attributed
`advertiser_id`	combined	required	MCDM param
`advertiser_name`	combined	required	MCDM param
`datasource`	combined	required	Source of row
`global_account_id`	combined	required	Generated by graph
`global_user_id`	combined	required	Generated by graph
`event_datetime`	combined	required	Datetime of event/action
`event_name`	combined	required	Name of event/action
`event_date`	combined	required	Date of event/action
`event_category`	combined	required	Category of event/action
`event_type`	combined	required	Type of event/action
`session_channel`	webtracking	required
`session_id`	webtracking	required
`session_source`	webtracking	required
`session_medium`	webtracking	required
`session_campaign`	webtracking	required
`session_content`	webtracking	required
`session_term`	webtracking	required
`session_adgroup_id`	webtracking	optional
`landing_page`	webtracking	required
`current_url`	webtracking	optional
`lp_category`	webtracking	required
`referring_domain`	webtracking	optional
`user_id`	webtracking	required	mixpanel - distinct_id, ga - google_client_id
`email`	webtracking	optional
`invitee_email`	chilipiper	optional
`invitee_name`	chilipiper	optional
`event_type_name`	chilipiper	optional
`assignee_name`	chilipiper	optional
`assignee_email`	chilipiper	optional
`invitee_budget`	chilipiper	optional
`chilipiper_id`	chilipiper	optional
`opportunity_id`	CRM	required
`opportunity_name`	CRM	optional
`stage_name`	CRM	optional
`amount`	CRM	required
`opportunity_closed_won_amount`	CRM	required
`opportunity_sql`	CRM	optional
`opportunity_sql_datetime`	CRM	optional
`opportunity_closed_lost_date`	CRM	optional
`opportunity_time_to_won`	CRM	optional
`lead_source`	CRM	optional
`opportunity_closed_won_date`	CRM	required
`is_active_pipeline`	CRM	optional	Calculated metric
`salesforce_account_id`	CRM	optional
`company_size`	CRM	required
`new_booking_arr`	CRM	optional	Calculated metric
`is_active_pipeline_amount`	CRM	optional	Calculated metric

Main Marketing Attribution (biz_attribution_all_models)

All channels with revenue.

Field name (generic)	Description	Classification	Comment
`global_account_id`	attribution	required	Unique Account identity created by Improvado's Identity Resolution Engine
`global_user_id`	attribution	required	Unique User identity created by Improvado's Identity Resolution Engine
`datasource`	combined	required	CRM / Web analytics / eComm
`event_datetime`	combined	required	Datetime when the event happened
`attribution_model`	attribution	required	Specific attribution model
`salesforce_account_id`	CRM	required	Unique identifier of an account (company)
`opportunity_id`	CRM	required	Unique identifier of an opportunity
`amount`	CRM	required	Potential revenue of the opportunity
`new_booking_arr`	CRM	required	Won revenue of the opportunity
`stage_name`	CRM	required	The current stage of the opportunity in its life cycle
`event_name`	combined	required	Unique data point that represents an interaction between a user and your product
`landing_page`	webtracking	required	The URL of the webpage on which client was first landed in session that triggered actionable goal
`lp_category`	webtracking	required	The category of the webpage on which client was first landed in session that triggeret actionable goal
`current_url`	webtracking	required	The URL of the webpage on which client done actionable goal
`session_channel`	webtracking	required	Channel
`session_source`	webtracking	required	Source
`session_medium`	webtracking	required	Medium
`session_campaign`	webtracking	required	Campaign
`session_content`	webtracking	required	Content
`session_term`	webtracking	required	Term
`session_adgroup_id`	webtracking	required	adgroup or gid_ from utm
`goal_datetime`	attribution	required	Datetime when goal was reached
`goal`	attribution	required	Goal number in customer classification (ex 1 -Lead, 2 - Disco booked etc)
`goal_name`	attribution	required	Custom goal name
`goal_weight`	attribution	required	Goal weight according attribution model
`goal_value`	attribution	required	Goal value according to specific attribution model
`advertiser_id`	combined	optional
`advertiser_name`	combined	optional
`event_category`	combined	optional
`event_date`	combined	optional
`session_id`	webtracking	optional
`event_datetime`	combined	optional
`goal_n_macrosession_id`	attribution	optional
`is_attributed`	attribution	optional
`goal_n_id`	attribution	optional
`event_type`	combined	optional
`attribution_datetime`	attribution	optional
`opportunity_name`	CRM	optional
`opportunity_closed_won_amount`	CRM	optional
opportunity_sql	CRM	optional
opportunity_sql_datetime	CRM	optional
opportunity_closed_lost_date	CRM	optional
opportunity_time_to_won	CRM	optional
lead_source	CRM	optional
opportunity_closed_won_date	CRM	optional
is_active_pipeline	CRM	optional
company_size	CRM	optional
is_active_pipeline_amount	CRM	optional
invitee_email	chilipiper	optional
invitee_name	chilipiper	optional
event_type_name	chilipiper	optional
assignee_name	chilipiper	optional
assignee_email	chilipiper	optional
invitee_budget	chilipiper	optional
chilipiper_id	chilipiper	optional
user_id	webtracking	optional
email	webtracking	optional
referring_domain	webtracking	optional

Paid Ads report (biz_paid_ads_attribution_all_models)

Paid ads channels with ad spend and revenue.

Field name	Datasource	Requirements	Description
attribution_model	attribution	required	Specific attribution model
date	attribution	required	Datestamp
channel	attribution	optional	Channel here will ADS everywhere
source	attribution	required	Source
campaign	attribution	required	Campaign
term	attribution	required	Term (keyword)
spend	mcdm	required	Ad spend
impressions	mcdm	required	Impressions
clicks	mcdm	required	Clicks
goal_n_count	attribution	required	Sum of goal reaches
goal_3_amount_value	attribution	required	Sum of potential revenue of all created opportunities $US
goal_3_new_booking_arr_value	attribution	required	Sum of revenue of won opportunities $US
is_active_pipeline_amount	attribution	optional	Sum of potential revenue of active opportunities $US (not loss/won)
is_active_pipeline	attribution	optional	Number of active opportunities
adset_id	mcdm	optional	Adset_id from MCDM
adset_name	mcdm	optional	Adset_name from MCDM
opportunity_sql	attribution	optional	Custom metric

Output Attribution Mart Model (mrt_attribution_model)

Main Marketing Attribution (biz_attribution_all_models)

Paid Ads report (biz_paid_ads_attribution_all_models)

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