Introduction
This section outlines the data model designed to support the seamless import of costs and performance data from digital marketing platforms into Piano Analytics. The data model is structured to accommodate a diverse range of marketing data sources, ensuring that both standardized and platform-specific metrics are captured effectively.
Level of Detail
Ad Performance aims to provide a level of detail for analysis past the campaign level where applicable. The level of detail available will also depend on the information available on the various marketing platforms.
Properties
The following property and platform matrix outlines which properties are available in the ad performance data model and which ones contain data for a specific platform.
| Property | Description | Property available in the Google Ads connector |
| Account ID | The unique account identifier automatically attributed by the third-party platform. | x |
| Account Name | Account name as defined in the third-party platform. | x |
| Ad Platform | The advertising platform. | x |
| Ad Channel type | The channel type used to distribute the ads to reach the target audience. | x |
| Campaign ID | UTM parameter containing the unique campaign identifier automatically attributed by the third-party platform. | x |
| Campaign name | The campaign name as defined in the third-party platform. | x |
| Ad Group ID | UTM parameter containing the unique ad group identifier automatically attributed by the third-party platform. | x |
| Ad Group name | The ad group name as defined in the third-party platform. | x |
| Keyword | UTM parameter containing the keyword used to trigger an ad. | x |
| Match type | UTM parameter containing the match type used to trigger an ad. | x |
Metrics
| Metric | Metric available in the Google Ads connector |
| Spend | x |
| Clicks | x |
| Impressions | x |
| ROAS | x |
| CTR | x |
| Conversion rate | x |
| CPC | x |
| Cost per conversion | x |
Any Piano Analytics metric and custom-made metrics with a visit scope can be used in combination with Ad Performance properties and metrics. For example, a user can create a Cost per Visitor metric, and look at how that metric is distributed across various platforms if that is something they want to analyse.