Overview

Roadway has simple requirements for warehouse-native implementations to ensure the system is scalable to your analytics, attribution, and automation needs. Below you will find the minimum requirements for the views of the data in the warehouse you connect to your Roadway workspace.

While only the Sessions data is required to set up your Roadway workspace, each table enables a unique set of metrics in your funnel. As long as each table has the minimum required fields when you add them to your warehouse you'll be good to go!

Marketing Metrics

Sessions Table Schema

annonymous_id (STRING) Unique identifier for anonymous users

session_start_ts (TIMESTAMP) Timestamp when the session started

visit_id (STRING) Unique identifier for each visit or session

user_id (STRING) Unique identifier for user

ip_address (STRING) IP address of the visitor

cookie_id (STRING) Unique identifier stored in the user's browser cookie

cannot_be_tracked (BOOLEAN) Indicates if the user has opted out of tracking

utm_source (STRING) Source of the traffic (e.g., Google, Facebook)

utm_medium (STRING) Medium of the traffic (e.g., cpc, email)

utm_campaign (STRING) Name of the specific campaign

utm_content (STRING) Content identifier for the ad or content piece

utm_term (STRING) Search terms used in paid search campaigns

Referring domain (STRING) Domain that referred the visitor

Referrer(URL) (STRING) Full URL of the referring page

User Table Schema

user_id (STRING) Unique identifier for the user

org_id (STRING) Unique identifier for the organization or workspace (if needed)

created_at (TIMESTAMP) Date and time when the user account was created

email_domain (STRING) Domain part of the user's email address (no PII)

[Any additional user dimensions] (STRING) i.e. market segment, use-case, persona, etc

Revenue Metrics

Revenue Table Schema

Recurring revenue businesses

customer_id (STRING) stripe customer id

user_id/account_id (STRING) Unique identifier for user/account

date (DATE) should be every date from the start of history to current_date(), for every customer

arr (NUMBER) arr associated with customer C as of date D

new_mrr (NUMBER) arr on the first date for a customer, 0 otherwise

churn_arr (NUMBER) arr on the date(s) a customer churns, 0 otherwise.

expansion_arr (NUMBER) arr on the date(s) a customer expands, 0 otherwise

contraction_arr (NUMBER) arr on the date(s) a customer contracts, 0 otherwise.

reactivation_arr (NUMBER) arr on the date(s) a customer reactivates, 0 otherwise

paid_arr (NUMBER) arr as it is paid on a specific date, 0 otherwise.

Transaction revenue businesses

customer_id (STRING) Unique identifier for the customer

user_id/account_id (STRING) Unique identifier for user/account

invoice_id/transaction_id (STRING) Unique identifier for the invoice or transaction

billed_on (TIMESTAMP) Date when the invoice was billed

payment_due_on (TIMESTAMP) Date when the payment is due

amount (DECIMAL) Total amount of the invoice

currency (STRING) Currency of the invoice amount

discount_amount (DECIMAL) Amount of discount applied to the invoice

discount_currency (STRING) Currency of the discount amount

sku (STRING) Stock Keeping Unit for the product

Demand Generation Metrics

Lead Table Schema

Id (STRING): Unique identifier for the lead

Status (STRING): Current status of the lead

LeadSource (STRING): Source from where the lead was generated

CreatedDate (TIMESTAMP): Date when the lead was created

LastModifiedDate (TIMESTAMP): Date when the lead was last modified

OwnerId (STRING): ID of the user who owns the lead

ConvertedOpportunityId (STRING): ID of the Opportuninty created when the Lead was converted.

WorkspaceID (STRING) ID of the account/workspace in your product

UserID (STRING) ID of the user in your product

Motion (STRING) Definition of Inbound/outbound

Opportunity Table Schema

Id (STRING): Unique identifier for the opportunity

Name (STRING): Name of the opportunity

AccountId (STRING): ID of the associated account

StageName (STRING): Current stage of the opportunity

Amount (FLOAT): Opportunity amount in currency

CloseDate (DATE): Expected close date of the opportunity

Probability (FLOAT): Probability of the opportunity closing successfully

LeadSource (STRING): Source from where the opportunity was generated

Type (STRING): Type of opportunity (e.g., New Business, Existing Business)

CreatedDate (TIMESTAMP): Date when the opportunity was created

LastModifiedDate (TIMESTAMP): Date when the opportunity was last modified

OwnerId (STRING): ID of the user who owns the opportunity

IsClosed (BOOLEAN): Indicates if the opportunity is closed

IsWon (BOOLEAN): Indicates if the opportunity is won

Contact Table Schema

AnonymousID (STRING) ID of the user in your sessions table

UserID (STRING) ID of the user in your product

WorkspaceID (STRING) ID of the account/workspace in your product

Id (STRING): Unique identifier for the contact

AccountId (STRING): ID of the associated account

Title (STRING): Job title of the contact

LeadSource (STRING): Source from where the contact was generated

CreatedDate (TIMESTAMP): Date when the contact was created

LastModifiedDate (TIMESTAMP): Date when the contact was last modified

OwnerId (STRING): ID of the user who owns the contact

WorkspaceID (STRING) ID of the account/workspace in your product

Ad Spend Metrics

Campaign Spend Table Schema

G/FCLID (STRING) provided click identifier from platforms

campaign_id(STRING) unique identifier for campaign

Date (STRING) day spend occurred

Cost (STRING) spend amount

Clicks (STRING) count of clicks

Impressions (STRING) count of impressions

Custom metrics

Table schema(s)

event_name

event_id

page_view_id

visit_id

user_id

event_params

‍Important note: Please remove PII from tables before connecting to Roadway.