Updated on

May 16, 2024

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To better understand the Improvado Marketing Common Data Model and how it works, you can check the Improvado MCDM Overview.

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The eCommerce Recipe allows you to join data with the eCommerce data sources. In particular, the following sources are available:

  • Shopify (joined by UTMs)
  • Amazon
  • ~Amazon Advertising
  • ~Amazon Selling Central
  • ~Amazon Vendor Central

The Technical Details section below shows how the JOIN logic applies.

This recipe has Basic Performance & New eCommerce metrics so the you can measure the effectiveness of your campaigns by the following eCommerce metrics:

  • Sale Amount
  • Refunds
  • Quantity
  • Taxes
  • Shipping price
  • Discounts
  • Other

Marketing value

This MCDM dashboard combines eCommerce and Paid Ads platform data to discover what fuels your sales and business. This will allow you to:

  • Determine the most effective channels in no time.
  • Monitor conversion rates, new user traffic, revenue, and improve your marketing efforts.
  • A comprehensive breakdown of your company's statistics, includes total sales, revenue, net profit, average order size, and best-performing products.
  • Obtain granular data by sorting your ad spend by geographical and gender distribution.
  • Flexibility to examine and compare historical statistics.


You can find the Demo Dashboard here.

Technical Details

MCDM Data Dictionary


Tech Schema

Transformation Details

1. Shopify UTMs report type joins with Shopify Sales report type by order_id field.

UTMs report type LEFT JOINED to the Sales report type.

  • If there is no UTM, you won’t lose your data, but it won’t be mapped to Paid Ads data moving forward.
  • You won’t see eCommerce and Paid Ads metrics on the widget aggregating UTM parameters in case of different utm_campaign.
  • ~E.g., Paid Ads campaign_name = camp_123_dec, and eCommerce utm_campaign = camp_321_dec. In this case, you will see two campaigns on a dashboard with different non-zero metrics.

2. The result of all the transformations and the recipe output is the data from Paid Ads Sources added to the Shopify data and compiled into one table as a union of data.

  • The result table contains Paid Ads data added to the eCommerce data (Shopify and Amazon).
  • The ASIN field merges Amazon data from Advertising and Seller/Vendor Central sources.
    It’s not an explicit JOIN but a UNION where the ASIN field is common for both sources.
  • The ASIN field is always available for Amazon since we don’t use a join but merge tables. For Shopify, there is no ASIN as well as for Paid Ads.

3. The result table may include empty fields

  • E.g., Clicks or Sale Amount may be empty in the result table (used in Dashboard). However, you won’t lose your data as it will be encountered in aggregations formulas of sum or avg.

4. Taxes (included or not) depend on your metric configuration.

  • E.g., total_sales (Shopify) includes taxes, unlike the item_price (Amazon).

Schema information

Setup guide


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Troubleshooting guides

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Improvado team is always happy to help with any other questions you might have! Send us an email.

Contact your Customer Success Manager or raise a request in Improvado Service Desk.