Technical architecture

SnowPlow has a very different architecture from conventional open-source web analytics packages such as Piwik piwik or [Open Web Analytics] owa. Where those packages are built on a tightly-coupled LAMP stack, SnowPlow has a polyglot, loosely-coupled architecture, involving:

• A JavaScript event tracker
• A CDN ([Amazon CloudFront] cloudfront)
• An immutable flatfile-based data store ([Amazon S3] s3)
• JVM-based "big data" storage and querying tools ([Apache Hadoop] hadoop and Hive hive).

In the rest of this page we explain our rationale for this architecture, map out the technical components and finally flag up the strengths and limitations of this architecture.

Rationale for architecture

SnowPlow's distinctive architecture has been informed by a set of key design principles:

1. Extreme scalability - SnowPlow should be able to scale to tracking billions of customer events without affecting the performance of your client (e.g. website) or making it difficult to subsequently analyse all of those events
2. Permanent event history - SnowPlow events should be stored in a simple, non-relational, immutable data store
3. Direct access to individual events - you should have direct access to your raw SnowPlow event data at the atomic level
4. Separation of concerns - event tracking and event analysis should be two separate systems in SnowPlow, only loosely-coupled
5. Support any analysis - SnowPlow should make it easy for business analysts, data scientists and engineers to answer any business question they want, in as wide a range of analytical tools as possible

Architectural diagram

The current technical architecture for SnowPlow looks like this:

![SnowPlow Technical Architecture] tech-architecture

This architecture diagram will be updated shortly with the new daily ETL job, written in Hive.

Technical strengths

The SnowPlow approach has several technical advantages over more conventional web analytics approaches. In no particular order, these advantages are:

• Scalable, fast tracking - using CloudFront for event tracking reduces complexity and minimizes client slowdown worldwide
• Never lose your raw data - your raw event data is never compacted, corrupted or otherwise thrown away by SnowPlow
• Direct access to events - not intermediated by a third-party vendor, or a slow API, or an interface offering aggregates only
• Analysis tool agnostic - SnowPlow can be used to feed whatever analytics process you want (e.g. Hive, R, Pig, Sky EQL)
• Integrable with other data sources - join SnowPlow data into your other data sources (e.g. ecommerce, CRM) at the event level
• Clean separation of tracking and analysis - new analyses will not require re-tagging of your site or app

Technical limitations

The current SnowPlow architecture, tightly coupled as it is to Amazon CloudFront and S3, has some specific limitations to consider:

• Not real-time - CloudFront takes 20-60 minutes to collate logs from its edge nodes, so real-time analytics are not feasible
• Cannot track users across multiple domains - the user tracking cookie is a first-party cookie set by SnowPlow.js, so the user will be assigned a different ID on each domain