Campaign attribution enrichment - OXYGEN-MARKET/oxygen-market.github.io GitHub Wiki

HOME > SNOWPLOW SETUP GUIDE > Step 3: Setting up Enrich > Configurable enrichments > Campaign attribution enrichment

JSON Schema iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-0 Compatibility 0.9.6+ JSON Schema iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-1 Compatibility r63+

The original version of the campaign attribution enrichment lets you choose which querystring parameters will be used to generate the marketing campaign fields mkt_medium, mkt_source, mkt_term, mkt_content, and mkt_campaign. If you do not enable the campaign_attribution enrichment, those fields will not be populated.

An example config JSON corresponding to the standard Google parameter names:

{
	"schema": "iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-1",

	"data": {

		"name": "campaign_attribution",
		"vendor": "com.snowplowanalytics.snowplow",
		"enabled": true,
		"parameters": {
			"mapping": "static",
			"fields": {
				"mktMedium": ["utm_medium"],
				"mktSource": ["utm_source"],
				"mktTerm": ["utm_term"],
				"mktContent": ["utm_content"],
				"mktCampaign": ["utm_campaign"]
			}
		}
	}
}

This configuration indicates that, for instance, the mkt_medium field in the atomic.events table should be populated by the value of the "utm_medium" field in the querystring.

The Omniture version, in which only the mkt_campaign field can be populated:

{
	"schema": "iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-1",

	"data": {

		"name": "campaign_attribution",
		"vendor": "com.snowplowanalytics.snowplow",
		"enabled": true,
		"parameters": {
			"mapping": "static",
			"fields": {
				"mktMedium": [],
				"mktSource": [],
				"mktTerm": [],
				"mktContent": [],
				"mktCampaign": ["cid"]
			}
		}
	}
}

It is possible to have more than one parameter name in each array, for example:

{
    "schema": "iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-1",

    "data": {

        "name": "campaign_attribution",
        "vendor": "com.snowplowanalytics.snowplow",
        "enabled": false,
        "parameters": {
            "mapping": "static",
            "fields": {
                "mktMedium": ["utm_medium", "medium"],
                "mktSource": ["utm_source", "source"],
                "mktTerm": ["utm_term", "legacy_term"],
                "mktContent": ["utm_content"],
                "mktCampaign": ["utm_campaign", "cid", "legacy_campaign"]
            }
        }
    }
}

If multiple acceptable parameter names for the same field are found in the querystring, the first one listed in the configuration JSON will take precedence. For example, using the above configuration, if the querystring contained:

"[...]&legacy_campaign=decoy&utm_campaign=mycampaign&cid=anotherdecoy[...]"

then the mkt_campaign field would be populated with "my_campaign".

Version 1-0-1 of the enrichment will also search the querystring for a name-value pair based on which it can populate the mkt_clickid and mkt_network fields, which correspond to the click ID and the network responsible for the click. The enrichment automatically knows about Google (corresponding to the "gclid" querystring parameter), Microsoft ("msclkid"), and DoubleClick ("dclid").

For example, if the querystring contained ...&gclid=abc&... then the mkt_clickid field would be populated with "abc" and the mkt_network field would be populated with "Google".

You can add other networks using the mktClickId field like this:

{
    "schema": "iglu:com.snowplowanalytics.snowplow/campaign_attribution/jsonschema/1-0-1",

    "data": {

        "name": "campaign_attribution",
        "vendor": "com.snowplowanalytics.snowplow",
        "enabled": true,
        "parameters": {
            "mapping": "static",
            "fields": {
                "mktMedium": ["utm_medium", "medium"],
                "mktSource": ["utm_source", "source"],
                "mktTerm": ["utm_term", "legacy_term"],
                "mktContent": ["utm_content"],
                "mktCampaign": ["utm_campaign", "cid", "legacy_campaign"],
                "mktClickId": {
                    "customclid": "MyNetwork"
                }
            }
        }
    }
}

Then for a querystring containing ...&customclid=abc&... the mkt_clickid field would be populated with "abc" and the mkt_network field would be populated with "MyNetwork".

The "mapping" field is currently not implemented. In the future, setting it to "script" will indicate that the enrichment uses custom JavaScript to extract the campaign fields from the querystring.

The input values for this enrichment come from querystring of url parameter. It is mapped to page_urlquery field in atomic.events table.

The enrichment is straightforward here. If the enrichment is enabled the query string is parsed and the five marketing campaign fields mkt_medium, mkt_source, mkt_term, mkt_content, and mkt_campaign are populated with the extracted values the mapping of which is determined by one of the above corresponding schemas. If multiple acceptable parameter names for the same field are found in the querystring, the first one listed in the configuration JSON will take precedence.

Additionally, JSON schema 1-0-1 allows to add mkt_clickid and mkt_network fields which correspond to the click ID and the network responsible for the click. One of the three parameters (if found in querystring) gclid, msclkid, or dclid are mapped to Google, Microsoft, and DoubleClick respectively. The custom network could be introduced if it corresponds to mktClickId field of JSON schema.

Below is the summary of the fields in atomic.events table driven by the result of this enrichment (no dedicated table).