Campaign and ad tracking

Campaign and ad tracking captures how users arrive at your site from marketing campaigns and how they interact with advertisements.

Use campaign and ad tracking to:

• Attribute traffic to specific marketing campaigns
• Measure ad impression and click performance
• Track conversions from ad campaigns
• Analyze the effectiveness of different marketing channels

Campaign atomic event properties

The campaign attribution enrichment can automatically capture UTM parameters from URLs and populate atomic event properties for campaign analysis.

Advertisement events

Ad tracking captures impressions, clicks, and conversions from advertisements displayed on your site or elsewhere.

See also media tracking for tracking advertising content consumed within video or audio media.

This table shows the support for ad tracking across the main client-side Snowplow tracker SDKs.

Tracker	Supported	Since version	Auto-tracking	Notes
Web	✅	1.1.0 (directly), 3.0.0 (as plugin)	❌	Requires the ad tracking plugin
iOS	❌
Android	❌
React Native	❌
Flutter	❌
Roku	❌
Google Tag Manager	✅	v3	❌

Ad impression event

Track when an ad is displayed to a user.

ad_impression

Event

Schema for an ad impression event

Schema URIiglu:com.snowplowanalytics.snowplow/ad_impression/jsonschema/1-0-0

Example

json

{
  "impressionId": "67965967893",
  "costModel": "cpm",
  "cost": 5.5,
  "targetUrl": "http://www.example.com",
  "bannerId": "23",
  "zoneId": "7",
  "advertiserId": "201",
  "campaignId": "12"
}

Properties and schema

Table

Property	Description
impressionId string	Optional. Identifier for the impression instance
costModel string	Optional. The cost model: cpa, cpc, or cpm Must be one of: cpa, cpc, cpm
cost number	Optional. The cost of the impression
targetUrl string	Optional. The destination URL
bannerId string	Optional. Adserver identifier for the ad banner
zoneId string	Optional. Adserver identifier for the zone
advertiserId string	Optional. Adserver identifier for the advertiser
campaignId string	Optional. Adserver identifier for the campaign

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for an ad impression event",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow",
    "name": "ad_impression",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "impressionId": {
      "type": "string",
      "description": "Identifier for the impression instance"
    },
    "costModel": {
      "type": "string",
      "enum": [
        "cpa",
        "cpc",
        "cpm"
      ],
      "description": "The cost model: cpa, cpc, or cpm"
    },
    "cost": {
      "type": "number",
      "description": "The cost of the impression"
    },
    "targetUrl": {
      "type": "string",
      "description": "The destination URL"
    },
    "bannerId": {
      "type": "string",
      "description": "Adserver identifier for the ad banner"
    },
    "zoneId": {
      "type": "string",
      "description": "Adserver identifier for the zone"
    },
    "advertiserId": {
      "type": "string",
      "description": "Adserver identifier for the advertiser"
    },
    "campaignId": {
      "type": "string",
      "description": "Adserver identifier for the campaign"
    }
  },
  "additionalProperties": false
}

Warehouse query

Snowflake

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_impression_1 ad_impression_1
from
atomic.events
where
events.collector_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_impression'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

BigQuery

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_impression_1_0_0
from
PIPELINE_NAME.events events
where
events.collector_tstamp > timestamp_sub(current_timestamp(), interval 1 hour)
and events.event = 'unstruct'
and events.event_name = 'ad_impression'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

Databricks

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_impression_1
from
atomic.events events
where
events.collector_tstamp > timestampadd(HOUR, -1, current_timestamp())
and events.event = 'unstruct'
and events.event_name = 'ad_impression'
and events.event_vendor = 'com.snowplowanalytics.snowplow'
and unstruct_event_com_snowplowanalytics_snowplow_ad_impression_1 is not null

Redshift & Postgres

sql

select
"ad_impression_1".*
from
atomic.events events
join atomic.com_snowplowanalytics_snowplow_ad_impression_1 "ad_impression_1"
  on "ad_impression_1".root_id = events.event_id and "ad_impression_1".root_tstamp = events.collector_tstamp
where
events.collector_tstamp > getdate() - interval '1 hour'
and "ad_impression_1".root_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_impression'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

Ad click event

Track when a user clicks on an ad.

ad_click

Event

Schema for an ad click event

Schema URIiglu:com.snowplowanalytics.snowplow/ad_click/jsonschema/1-0-0

Example

json

{
  "targetUrl": "http://www.example.com",
  "clickId": "12243253",
  "costModel": "cpm",
  "cost": 2.5,
  "bannerId": "23",
  "zoneId": "7",
  "impressionId": "67965967893",
  "advertiserId": "201",
  "campaignId": "12"
}

Properties and schema

Table

Property	Description
targetUrl string	Required. The destination URL
clickId string	Optional. Identifier for the click instance
costModel string	Optional. The cost model Must be one of: cpa, cpc, cpm
cost number	Optional. The cost of the click
bannerId string	Optional. Adserver identifier for the ad banner
zoneId string	Optional. Adserver identifier for the zone
impressionId string	Optional. Links click to impression
advertiserId string	Optional. Adserver identifier for the advertiser
campaignId string	Optional. Adserver identifier for the campaign

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for an ad click event",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow",
    "name": "ad_click",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "targetUrl": {
      "type": "string",
      "description": "The destination URL"
    },
    "clickId": {
      "type": "string",
      "description": "Identifier for the click instance"
    },
    "costModel": {
      "type": "string",
      "enum": [
        "cpa",
        "cpc",
        "cpm"
      ],
      "description": "The cost model"
    },
    "cost": {
      "type": "number",
      "description": "The cost of the click"
    },
    "bannerId": {
      "type": "string",
      "description": "Adserver identifier for the ad banner"
    },
    "zoneId": {
      "type": "string",
      "description": "Adserver identifier for the zone"
    },
    "impressionId": {
      "type": "string",
      "description": "Links click to impression"
    },
    "advertiserId": {
      "type": "string",
      "description": "Adserver identifier for the advertiser"
    },
    "campaignId": {
      "type": "string",
      "description": "Adserver identifier for the campaign"
    }
  },
  "required": [
    "targetUrl"
  ],
  "additionalProperties": false
}

Warehouse query

Snowflake

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_click_1 ad_click_1
from
atomic.events
where
events.collector_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_click'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

BigQuery

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_click_1_0_0
from
PIPELINE_NAME.events events
where
events.collector_tstamp > timestamp_sub(current_timestamp(), interval 1 hour)
and events.event = 'unstruct'
and events.event_name = 'ad_click'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

Databricks

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_click_1
from
atomic.events events
where
events.collector_tstamp > timestampadd(HOUR, -1, current_timestamp())
and events.event = 'unstruct'
and events.event_name = 'ad_click'
and events.event_vendor = 'com.snowplowanalytics.snowplow'
and unstruct_event_com_snowplowanalytics_snowplow_ad_click_1 is not null

Redshift & Postgres

sql

select
"ad_click_1".*
from
atomic.events events
join atomic.com_snowplowanalytics_snowplow_ad_click_1 "ad_click_1"
  on "ad_click_1".root_id = events.event_id and "ad_click_1".root_tstamp = events.collector_tstamp
where
events.collector_tstamp > getdate() - interval '1 hour'
and "ad_click_1".root_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_click'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

Ad conversion event

Track when a user completes a conversion action from an ad.

ad_conversion

Event

Schema for an ad conversion event

Schema URIiglu:com.snowplowanalytics.snowplow/ad_conversion/jsonschema/1-0-0

Example

json

{
  "conversionId": "743560297",
  "costModel": "cpa",
  "cost": 10,
  "category": "ecommerce",
  "action": "purchase",
  "property": "",
  "initialValue": 99,
  "advertiserId": "201",
  "campaignId": "12"
}

Properties and schema

Table

Property	Description
conversionId string	Optional. Identifier for the conversion instance
costModel string	Optional. The cost model Must be one of: cpa, cpc, cpm
cost number	Optional. The cost of the conversion
category string	Optional. Conversion category
action string	Optional. The type of user interaction, e.g. purchase
property string	Optional. Describes the object of the conversion
initialValue number	Optional. How much the conversion is initially worth
advertiserId string	Optional. Adserver identifier for the advertiser
campaignId string	Optional. Adserver identifier for the campaign

JSON schema

json

{
  "$schema": "http://iglucentral.com/schemas/com.snowplowanalytics.self-desc/schema/jsonschema/1-0-0#",
  "description": "Schema for an ad conversion event",
  "self": {
    "vendor": "com.snowplowanalytics.snowplow",
    "name": "ad_conversion",
    "format": "jsonschema",
    "version": "1-0-0"
  },
  "type": "object",
  "properties": {
    "conversionId": {
      "type": "string",
      "description": "Identifier for the conversion instance"
    },
    "costModel": {
      "type": "string",
      "enum": [
        "cpa",
        "cpc",
        "cpm"
      ],
      "description": "The cost model"
    },
    "cost": {
      "type": "number",
      "description": "The cost of the conversion"
    },
    "category": {
      "type": "string",
      "description": "Conversion category"
    },
    "action": {
      "type": "string",
      "description": "The type of user interaction, e.g. purchase"
    },
    "property": {
      "type": "string",
      "description": "Describes the object of the conversion"
    },
    "initialValue": {
      "type": "number",
      "description": "How much the conversion is initially worth"
    },
    "advertiserId": {
      "type": "string",
      "description": "Adserver identifier for the advertiser"
    },
    "campaignId": {
      "type": "string",
      "description": "Adserver identifier for the campaign"
    }
  },
  "additionalProperties": false
}

Warehouse query

Snowflake

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_conversion_1 ad_conversion_1
from
atomic.events
where
events.collector_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_conversion'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

BigQuery

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_conversion_1_0_0
from
PIPELINE_NAME.events events
where
events.collector_tstamp > timestamp_sub(current_timestamp(), interval 1 hour)
and events.event = 'unstruct'
and events.event_name = 'ad_conversion'
and events.event_vendor = 'com.snowplowanalytics.snowplow'

Databricks

sql

select
unstruct_event_com_snowplowanalytics_snowplow_ad_conversion_1
from
atomic.events events
where
events.collector_tstamp > timestampadd(HOUR, -1, current_timestamp())
and events.event = 'unstruct'
and events.event_name = 'ad_conversion'
and events.event_vendor = 'com.snowplowanalytics.snowplow'
and unstruct_event_com_snowplowanalytics_snowplow_ad_conversion_1 is not null

Redshift & Postgres

sql

select
"ad_conversion_1".*
from
atomic.events events
join atomic.com_snowplowanalytics_snowplow_ad_conversion_1 "ad_conversion_1"
  on "ad_conversion_1".root_id = events.event_id and "ad_conversion_1".root_tstamp = events.collector_tstamp
where
events.collector_tstamp > getdate() - interval '1 hour'
and "ad_conversion_1".root_tstamp > getdate() - interval '1 hour'
and events.event = 'unstruct'
and events.event_name = 'ad_conversion'
and events.event_vendor = 'com.snowplowanalytics.snowplow'