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Decision Log

Reporting Hierarchy

In our research, we have found the typical ad reporting hierarchy to be as follows:

Account
└── Campaign
    ├── Ad Group
    │   ├── Ad
    ├──  URL
    ├── Search
    └── Keyword

Where Account > Campaign > Ad Group > Ad and Search and Keyword reports are created at the Ad Group Level. Depending on the platform, URL reports can be at the Ad Level or the Ad Group level so we have made the decision to provide only reporting at the Ad Group level to be inclusive of all our platforms.

Linkedin Campaign Group and Campaign Mapping

Linkedin's "campaign group" reporting is the equivalent to all other platforms' "campaign" reporting; similarly, Linkedin's "campaign" reporting is equivalent to all other platforms' "ad group" reporting. Therefore, the Ad Reporting campaign model and ad group model each reflect the proper roll up for Linkedin with respects to other platforms.

Snapchat Ad Account Report Metrics Associated with Deleted Entities

Snapchat Ads will hard-delete entities (i.e. ads, ad squads, campaigns, accounts) from their *_history tables but retain associated records in their respective *_hourly_report tables. This typically does not pose an issue for our not_null tests on our Ad Reporting and Snapchat Ads end models, as most entities have their own <entity>_hourly_report source tables that come with the appropriate entity-level ID. However, snapchat_ads__account_report (and the downstream ad_reporting__account_report model) draws from the Snapchat ad_hourly_report table, rolls it up to the account level, and joins in the ad account_id using history tables. Thus, if any ad report record is associated with a deleted ad, campaign, ad squad, or account, the ad account_id will be null.

We have opted to keep these records in snapchat_ads__account_report and ad_reporting__account_report, as it may be valuable to know that non-zero ad metrics are associated with deleted entities (though null-account Snapchat records will be grouped together). However, we have changed the severity of the not_null test on ad account_id to be warn instead of error.

If you would like to disable this not_null test completely to avoid warnings, add the following to your root project dbt_project.yml:

tests:
  snapchat_ads:
    not_null_snapchat_ads__account_report_ad_account_id:
      +enabled: false
  ad_reporting:
    not_null_ad_reporting__account_report_account_id:
      +enabled: false