v0.8.0 dbt_facebook_ads

Feature Updates: Conversion Metrics

PR #43 includes the following updates:

• Adds a conversions and conversions_value field to each _report end model, representing the raw and monetary value of conversions, respectively, that occurred on each day for each ad/campaign/ad set/url/account. These will aggregate conversions of all included action_types.
  • By default, the package will consider purchase, lead, and custom-defined events to be conversions based on the record's action_type (see below):

Action Type	Action Description (Meta docs)
offsite_conversion.fb_pixel_custom	Custom pixel events defined by the advertiser. This will group together individual offsite_conversion.custom% custom conversion events.
offsite_conversion.fb_pixel_lead	The number of "lead" events tracked by the pixel or Conversions API on your website and attributed to your ads. Off-Facebook leads, in short.
onsite_conversion.lead_grouped	The number of leads submitted on Meta technologies (including forms and Messenger) and attributed to your ads. On-Facebook leads, in short.
offsite_conversion.fb_pixel_purchase	The number of "purchase" events tracked by the pixel or Conversions API on your website and attributed to your ads. Off-Facebook purchases, in short.
onsite_conversion.purchase	The number of purchases made within Meta technologies (such as Pages or Messenger) and attributed to your ads. On-Facebook purchases, in short.

• The above can be configured via the the new facebook_ads__conversion_action_types variable. See README for more details.

# dbt_project.yml
vars:
  facebook_ads__conversion_action_types: # case-insensitive
    - name: exact_conversion_action_type_name # will grab `basic_ad_actions` records where action_type = 'exact_conversion_action_type_name'
    - pattern: onsite_conversion% # will grab all `onsite_conversion%` records
    - name: offsite_conversion.custom.my_custom_conversion_123
    - name: very_specific_conversion_action
      where_sql: source_relation = 'specific advertiser source' # will grab `basic_ad_actions` records where (action_type = very_specific_conversion_action and {{ where_sql }})
    - pattern: subscribe%
      where_sql: source_relation = 'advertiser who only cares about subscriptions' # will grab `basic_ad_actions` records where (action_type like 'subscribe%' and {{ where_sql }})

Note: If you were previously utilizing the facebook_ads__basic_ad_passthrough_metrics variable to include a (likely null) field called conversions or conversions_value, the package's version of these fields will take precedence over yours. To continue including your old conversions fields, change the alias of the passthrough field to another name.

• Creates the new facebook_ads__basic_ad_actions_passthrough_metrics and facebook_ads__basic_ad_action_values_passthrough_metrics variables to pass through additional conversion value metrics that are calculated using different attribution windows.
  • By default, the package includes only the conversion values calculated using the default attribution window set in Meta, but your report may include calculations using the other windows defined here. See README for details on how to use the new variables.
• Adds optimization_goal field to facebook_ads__ad_set_report model. This is defined as the optimization goal this ad set is using, possible values of which are defined here.
• Adds conversion_domain field to facebook_ads__ad_report model. This is defined as the domain you've configured the ad to convert to.

Documentation

• Documents the ability to transform metrics provided to the facebook_ads__basic_ad_passthrough_metrics and facebook_ads__basic_ad_action_values_passthrough_metrics variables. See README for details (PR #43).
• Added missing documentation for fields in the campaign, ad set, and account report models (PR #43).

Under the Hood

• Updated the quickstart.yml file to allow for automated Quickstart data model deployments (PR #40).
• Updated the PR templates to align with our most up-to-date standards (PR #43).
• Removed the now-defunct 2nd reviewer bot workflow (PR #43).
• Added a new version of the persist_pass_through_columns() macro in which we can include coalesces and exclusion fields. (PR #43).
  • This macro will sum together any passthrough columns and cast them as floats.
• Updated the quickstart.yml file to allow for automated Quickstart data model deployments. (PR #40)

Contributors

• Seer Interactive

Full Changelog: v0.7.2...v0.8.0