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Attribution

The Attribution table contains attribution calculations for each enabled attribution model as defined in the Dreamdata Data Hub UI.

Attribution is calculated for each stage journey (dd_stage_id) and assigned to individual sessions (dd_session_id).

Each session in a stage journey has two key values for every attribution model:

  • Attribution Value: The monetary value assigned to the session.
  • Attribution Weight: A percentage (0–1) representing the share of credit the session receives. A session can receive up to 100% attribution.

Attribution is performed at the session level, as it primarily serves to analyze acquisition channels. Each attribution model is applied to the same journey but may include or exclude specific sessions based on the attribution model settings defined in the Dreamdata Data Hub UI.

Because a session can be part of multiple stage journeys, it is repeated in this table for each relevant dd_stage_id. This makes dd_session_id + dd_stage_id the primary key of the table.

Querying Attribution Data​

The most standard use of the Attribution table needs to apply a filter or group by on both a stage name and an attribution model. For example, to analyze sessions attributed to the Data-Driven model for Closed-Won deals, you can use:

-- BigQuery SQL example
SELECT
    *
FROM
    attribution_table AS r,
    UNNEST(attribution) AS a
WHERE
    a.model = 'Data-Driven'
    AND r.stage.name = 'Closed-Won'

Relationship to events table​

The Attribution table contains session parameters similar to the events.session field in the Events table.

The sessions included in the attribution analysis can be obtained from the Events table by unnesting the stage array (to obtain events in each stage journey) and picking the first event of the session.

-- BigQuery SQL example
SELECT
    e.session,
    s.dd_stage_id,
    s.name
FROM
    events_table AS e,
    UNNEST(stages) AS s
WHERE
    e.dd_event_session_order = 1

SQL Examples for the Attribution Table​

Example 1: Basic Retrieval of Attribution for a Single Stage Model​

This example demonstrates how to query the Attribution table to analyze the Data-Driven attribution for the MQL stage model in 2024.

By running the query below, you will be able to assess the number of MQL deals and the total value of MQL deals attributed by the Data-Driven model in 2024.

Note: The timestamp field represents the session date, not the stage date. Our objective is to understand how sessions/activities in 2024 influenced your revenue funnel.

-- BigQuery SQL example
SELECT
  COUNT(dd_stage_id) AS total_deals,
  SUM(attr.value) AS total_value
FROM
  attribution_table AS a,
  UNNEST(attribution) AS attr
WHERE
  attr.model = 'Data-Driven'
  AND a.stage.name = 'MQL'
  AND a.timestamp >= '2024-01-01'
  AND a.timestamp < '2025-01-01'