Ad Spend

A record of Performance Marketing outcomes

Intro

To support metrics like Marketing Spend and Customer Acquisition Cost, Roadway can also consume campaign performance reports from ads platforms like Google Ads, Twitter Ads, Meta Ads, etc.

Schema

The fact__campaign_performancetable should adhere to the following schema:

Column Name	Type	Description
campaign_id	varchar	Unique identifier (with a given platform) for the campaign
campaign_name	varchar	Human-friendly name of the campaign
date_day	date	UTC reporting date
platform	varchar (see description)	Platform name, one of: Meta Ads, Google Ads, Twitter Ads, LinkedIn Ads, Reddit Ads, Bing Ads
spend	float	Amount spent within the campaign on the reporting date, in USD

Additional Constraints

• The primary key of this table is (platform, campaign_id, date_day).

• It is imperative that the the platformcolumn takes only one of the literal values provided for in the description above.

On Campaign Lifecycles

Campaigns may be terminated, restart, etc. If a given (platform, campaign_id, date_day) tuple does not exist in the table, it is assumed that the campaign is paused or terminated and has a corresponding spendequal to zero.

Joining Campaigns to UTMs

Roadway attempts to join campaigns in ads performance reports to UTMs from visit data with the following rules:

1. On campaign_name = utm_campaign, falling back to

2. On campaign_id = utm_campaign