Canonical Paid Media Mart
Unified disparate paid media performance data to deliver standardized, cross-platform metrics for the executive team.
Architecture Flow
Data Model & Grain
- Grain: Explicit
day-platform-campaign - Fact Table:
fct_daily_campaign_performance - Metrics: Blended ROAS, CPA, Spend, Conversions
Key Design Decisions
- Isolated platform nuances (Meta vs. Google conversion logic) within the staging layer.
- Enforced a universal schema in the intermediate layer using strict
UNION ALL, ensuring downstream marts are platform-agnostic. - Implemented robust dbt tests on the composite key to guarantee grain integrity.
Why It Matters & Scaling
This canonical approach future-proofs the reporting layer. When marketing launches a new channel, only a new staging model and union update are required. Executive reporting remains entirely unaffected. The warehouse-first logic establishes absolute trust in the metric definitions.