EXPLORE SNOWPLOW DATA - PART 2

Model raw data into actionable insights for your teams

A reminder of the scenario you are exploring

In this example, you are looking at a sample of users' interactions across the Snowplow marketing website, documentation site and Snowplow Insights console.

Core () Timestamps () User () Session () Event () Event specific fields () Application () Useragent () Location () Marketing () Page () Referer () Cross domain referer () Visibility () Scroll depth () Meta data ()
derived_tstamp event_name domain_userid domain_sessionidx geo_city app_id page_urlpath derived_tstamp dvce_created_tstamp dvce_sent_tstamp collector_tstamp etl_tstamp true_tstamp user_id domain_userid network_userid user_ipaddress user_fingerprint domain_sessionid domain_sessionidx event_id event event_name event_vendor event_format event_version event_fingerprint link_click_event focus_form_event change_form_event app_id platform useragent useragent_parser_context yauaa_context iab_bot_context br_lang br_cookies br_colordepth doc_charset geo_country geo_region geo_region_name geo_city geo_zipcode geo_latitude geo_longitude geo_timezone mkt_medium mkt_source mkt_term mkt_content mkt_campaign mkt_network mkt_clickid page_view_id page_url page_title page_urlscheme page_urlport page_urlhost page_urlpath page_urlquery page_urlfragment performance_timing_context page_referrer refr_urlscheme refr_urlport refr_urlhost refr_urlpath refr_urlquery refr_urlfragment refr_medium refr_source refr_term refr_domain_userid refr_dvce_tstamp br_viewwidth br_viewheight dvce_screenwidth dvce_screenheight doc_width doc_height pp_xoffset_min pp_xoffset_max pp_yoffset_min pp_yoffset_max v_tracker name_tracker v_collector v_etl
2020-04-01T10:00:02.785 page_view be5016ad-c6ef-442d-aa18-… 4 San Francisco website / 2020-04-01T10:00:02.785 2020-04-01T10:00:01.443 2020-04-01T10:00:01.449 2020-04-01T10:00:02.791 2020-04-01T10:00:04.326 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 289d6851-77ca-45ad-a611-… 4 2878003c-7b88-43b0-8f1f-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 0ca09ed2370afcd6989bf656… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles ed479d38-0eab-45a4-bdc7-… https://snowplowanalytic… Snowplow | The Data Coll… https 443 snowplowanalytics.com / { "connectEnd"… https://www.google.com/ https 443 google.com / search Google 1678 892 1680 1050 1678 4758 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:00:08.061 page_view be5016ad-c6ef-442d-aa18-… 4 San Francisco website /products/snowplow-insig… 2020-04-01T10:00:08.061 2020-04-01T10:00:08.026 2020-04-01T10:00:08.028 2020-04-01T10:00:08.063 2020-04-01T10:00:08.332 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 289d6851-77ca-45ad-a611-… 4 25322a4d-14c4-41e9-a180-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 45c824fc852e1693ddf43cf1… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 08e14838-2c28-4529-acc4-… https://snowplowanalytic… Snowplow Insights | A Da… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com / internal 1678 892 1680 1050 1678 4672 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:00:14.927 page_view 292a1aaa-89f9-4441-b001-… 22 Manchester website / 2020-04-01T10:00:14.927 2020-04-01T10:00:12.770 2020-04-01T10:00:12.804 2020-04-01T10:00:14.961 2020-04-01T10:00:16.328 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… 185.242.7.XX 3ce15e71e3dea3f0ebc2cfb4… 01e67be0-600b-4e48-a57e-… 22 33eb89fb-02e9-4caa-99b5-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 f755b32e4a46ebadf84249d7… website web Mozilla/5.0 (Windows NT … {"useragent_family&… { "agentClass"… { "category":… en-GB TRUE 24 UTF-8 GB MA Manchester Manchester M1 43.01 -71.47 Europe/London ff24e29a-cb17-4623-912d-… https://snowplowanalytic… Snowplow | The Data Coll… https 443 snowplowanalytics.com / { "connectEnd"… direct 1536 678 1536 864 1519 4756 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:00:18.426 page_ping be5016ad-c6ef-442d-aa18-… 4 San Francisco website /products/snowplow-insig… 2020-04-01T10:00:18.426 2020-04-01T10:00:18.359 2020-04-01T10:00:18.360 2020-04-01T10:00:18.427 2020-04-01T10:00:18.333 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 289d6851-77ca-45ad-a611-… 4 5f8f8fba-bac9-4d3e-a993-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 22e8dcb242f9abd878f2a495… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 08e14838-2c28-4529-acc4-… https://snowplowanalytic… Snowplow Insights | A Da… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com / internal 1678 892 1680 1050 1678 4672 0 0 0 0 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:01:21.883 page_view 292a1aaa-89f9-4441-b001-… 22 Manchester docs /docs/setup-snowplow-on-… 2020-04-01T10:01:21.883 2020-04-01T10:01:21.550 2020-04-01T10:01:21.555 2020-04-01T10:01:21.888 2020-04-01T10:01:23.347 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… 185.242.7.XX 3ce15e71e3dea3f0ebc2cfb4… 01e67be0-600b-4e48-a57e-… 22 f39dc073-37c2-4710-9d6d-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 fde8eb647f081899f29e7970… docs web Mozilla/5.0 (Windows NT … {"useragent_family&… { "agentClass"… { "category":… en-GB TRUE 24 UTF-8 GB MA Manchester Manchester M1 43.01 -71.47 Europe/London 19f447ae-8f57-4b92-8307-… https://docs.snowplowana… Snowplow Docs – Document… https 443 snowplowanalytics.com /docs/setup-snowplow-on-… 1-choose-and-configure-a… { "connectEnd"… https://www.google.com/ https 443 google.com / search Google 1536 722 1536 864 1519 1920 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:01:31.891 page_ping 292a1aaa-89f9-4441-b001-… 22 Manchester docs /docs/setup-snowplow-on-… 2020-04-01T10:01:31.891 2020-04-01T10:01:31.800 2020-04-01T10:01:31.803 2020-04-01T10:01:31.894 2020-04-01T10:01:32.346 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… 185.242.7.XX 3ce15e71e3dea3f0ebc2cfb4… 01e67be0-600b-4e48-a57e-… 22 e3702ef7-1d09-44fb-9cfa-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 e65373bd93dd312ab993e075… docs web Mozilla/5.0 (Windows NT … {"useragent_family&… { "agentClass"… { "category":… en-GB TRUE 24 UTF-8 GB MA Manchester Manchester M1 43.01 -71.47 Europe/London 19f447ae-8f57-4b92-8307-… https://docs.snowplowana… Snowplow Docs – Document… https 443 snowplowanalytics.com /docs/setup-snowplow-on-… 1-choose-and-configure-a… { "connectEnd"… https://www.google.com/ https 443 google.com / search Google 1536 722 1536 864 1519 1920 0 0 0 563 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:01:41.571 page_ping 292a1aaa-89f9-4441-b001-… 22 Manchester docs /docs/setup-snowplow-on-… 2020-04-01T10:01:41.571 2020-04-01T10:01:41.298 2020-04-01T10:01:41.300 2020-04-01T10:01:41.573 2020-04-01T10:01:42.336 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… 185.242.7.XX 3ce15e71e3dea3f0ebc2cfb4… 01e67be0-600b-4e48-a57e-… 22 809f0808-1a2a-4f35-b955-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 820d2f34c549e1b043e05077… docs web Mozilla/5.0 (Windows NT … {"useragent_family&… { "agentClass"… { "category":… en-GB TRUE 24 UTF-8 GB MA Manchester Manchester M1 43.01 -71.47 Europe/London 19f447ae-8f57-4b92-8307-… https://docs.snowplowana… Snowplow Docs – Document… https 443 snowplowanalytics.com /docs/setup-snowplow-on-… 1-choose-and-configure-a… { "connectEnd"… https://www.google.com/ https 443 google.com / search Google 1536 722 1536 864 1519 1920 0 0 563 1198 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:12:07.446 page_view e39fd884-8992-480f-8e37-… 67 New York console / 2020-04-01T10:12:07.446 2020-04-01T10:12:07.405 2020-04-01T10:12:07.407 2020-04-01T10:12:07.448 2020-04-01T10:12:08.348 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… 138.68.41.XX 1909c6c61de7e28a236e2be1… 7f0a23a5-e392-48d2-b37b-… 67 fa657f4f-700f-43ae-b9b3-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 a67b5f3574a4149acc1dde1a… console web Mozilla/5.0 (X11; Linux … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US NY New York New York 10021 40.77 -73.96 America/New_York d960ae10-3061-41f5-9547-… https://console.snowplow… Snowplow Insights https 443 snowplowanalytics.com / { "connectEnd"… direct 1004 632 1024 768 989 632 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:12:12.289 link_click e39fd884-8992-480f-8e37-… 67 New York console / 2020-04-01T10:12:12.289 2020-04-01T10:12:12.198 2020-04-01T10:12:12.202 2020-04-01T10:12:12.293 2020-04-01T10:12:14.351 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… 138.68.41.XX 1909c6c61de7e28a236e2be1… 7f0a23a5-e392-48d2-b37b-… 67 5ddfb8bb-66ea-4a3a-a5ec-… unstruct link_click com.snowplowanalytics.sn… jsonschema 1-0-1 ef1532ee1fca3ca4dcca7f8e… {"targetUrl":&… console web Mozilla/5.0 (X11; Linux … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US NY New York New York 10021 40.77 -73.96 America/New_York d960ae10-3061-41f5-9547-… https://console.snowplow… https 443 snowplowanalytics.com / { "connectEnd"… direct 1004 632 1024 768 989 1247 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:12:13.951 page_view e39fd884-8992-480f-8e37-… 67 New York console /4d9aac25-a9f7-46d2-8b4f… 2020-04-01T10:12:13.951 2020-04-01T10:12:13.909 2020-04-01T10:12:13.911 2020-04-01T10:12:13.953 2020-04-01T10:12:14.361 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… 138.68.41.XX 1909c6c61de7e28a236e2be1… 7f0a23a5-e392-48d2-b37b-… 67 762c6dbf-5e77-4d4a-8f85-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 107d25f34ab534790bc3e87c… console web Mozilla/5.0 (X11; Linux … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US NY New York New York 10021 40.77 -73.96 America/New_York f2a7f2a4-b2ca-4080-83ef-… https://console.snowplow… Snowplow Insights https 443 snowplowanalytics.com /4d9aac25-a9f7-46d2-8b4f… { "connectEnd"… https://console.snowplow… https 443 snowplowanalytics.com / internal 1004 632 1024 768 989 1247 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:12:23.355 page_ping e39fd884-8992-480f-8e37-… 67 New York console /4d9aac25-a9f7-46d2-8b4f… 2020-04-01T10:12:23.355 2020-04-01T10:12:23.269 2020-04-01T10:12:23.272 2020-04-01T10:12:23.358 2020-04-01T10:12:24.365 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… 138.68.41.XX 1909c6c61de7e28a236e2be1… 7f0a23a5-e392-48d2-b37b-… 67 7dbcee9d-dd9d-42eb-869f-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 de13793c3331dc6e788fefe5… console web Mozilla/5.0 (X11; Linux … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US NY New York New York 10021 40.77 -73.96 America/New_York f2a7f2a4-b2ca-4080-83ef-… https://console.snowplow… Snowplow Insights https 443 snowplowanalytics.com /4d9aac25-a9f7-46d2-8b4f… { "connectEnd"… https://console.snowplow… https 443 snowplowanalytics.com / internal 1004 632 1024 768 989 1247 0 0 0 212 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:14:55.231 page_view eb8c2f9b-8357-4e01-84e9-… 3 Berlin website /blog/2020/02/04/buildin… 2020-04-01T10:14:55.231 2020-04-01T10:14:54.614 2020-04-01T10:14:54.616 2020-04-01T10:14:55.233 2020-04-01T10:14:56.380 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… 2.205.35.XX 02ce405d4306f908ec92a203… b23a6994-9520-4347-b1c7-… 3 c1c7d273-f17e-4fe4-8a7b-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 9060ad795ea9cafb72fad4bc… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… de-DE TRUE 24 UTF-8 DE BE Land Berlin Berlin 10365 52.42 13.28 Europe/Berlin paid-search google data-quality EAIaIQobChMIwPu5t4qs1AIV… a2cf571d-f302-44b2-8fb7-… https://snowplowanalytic… Building a data quality … https 443 snowplowanalytics.com /blog/2020/02/04/buildin… utm_campaign=data-qualit… { "connectEnd"… https://www.google.com/u… https 443 google.com /url sa=t&rct=j&q=&esrc=s&sou… search Google 1510 823 1680 1050 1510 4598 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:15:05.890 page_ping eb8c2f9b-8357-4e01-84e9-… 3 Berlin website /blog/2020/02/04/buildin… 2020-04-01T10:15:05.890 2020-04-01T10:15:05.799 2020-04-01T10:15:05.801 2020-04-01T10:15:05.892 2020-04-01T10:15:07.348 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… 2.205.35.XX 02ce405d4306f908ec92a203… b23a6994-9520-4347-b1c7-… 3 f04a14bc-57d1-4e54-9a60-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 f4fa7fd92a3918fec602d746… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… de-DE TRUE 24 UTF-8 DE BE Land Berlin Berlin 10365 52.42 13.28 Europe/Berlin a2cf571d-f302-44b2-8fb7-… https://snowplowanalytic… Building a data quality … https 443 snowplowanalytics.com /blog/2020/02/04/buildin… utm_campaign=data-qualit… { "connectEnd"… https://www.google.com/u… https 443 google.com /url sa=t&rct=j&q=&esrc=s&sou… search Google 1510 823 1680 1050 1510 4598 0 0 0 2765 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:15:12.289 link_click eb8c2f9b-8357-4e01-84e9-… 3 Berlin website /blog/2020/02/04/buildin… 2020-04-01T10:15:12.289 2020-04-01T10:15:12.198 2020-04-01T10:15:12.202 2020-04-01T10:15:12.293 2020-04-01T10:15:14.351 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… 2.205.35.XX 02ce405d4306f908ec92a203… b23a6994-9520-4347-b1c7-… 3 d8d87e18-1b96-404e-ab2b-… unstruct link_click com.snowplowanalytics.sn… jsonschema 1-0-1 cd838deb98a6daad5ecd5a45… {"targetUrl":&… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… de-DE TRUE 24 UTF-8 DE BE Land Berlin Berlin 10365 52.42 13.28 Europe/Berlin a2cf571d-f302-44b2-8fb7-… https://snowplowanalytic… https 443 snowplowanalytics.com /blog/2020/02/04/buildin… utm_campaign=data-qualit… { "connectEnd"… https://www.google.com/u… https 443 google.com /url sa=t&rct=j&q=&esrc=s&sou… search Google 1510 823 1680 1050 1510 4598 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:15:13.572 page_view eb8c2f9b-8357-4e01-84e9-… 3 Berlin website /products/snowplow-insig… 2020-04-01T10:15:13.572 2020-04-01T10:15:13.690 2020-04-01T10:15:13.700 2020-04-01T10:15:13.582 2020-04-01T10:15:14.394 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… 2.205.35.XX 02ce405d4306f908ec92a203… b23a6994-9520-4347-b1c7-… 3 672b860e-4acd-4b26-8431-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 30b5475a947ea3854a193683… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… de-DE TRUE 24 UTF-8 DE BE Land Berlin Berlin 10365 52.42 13.28 Europe/Berlin f21a1070-a32e-4fe2-a3e4-… https://snowplowanalytic… Snowplow Insights | A Da… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com /blog/2020/02/04/buildin… utm_campaign=data-qualit… internal 1510 823 1680 1050 1510 4271 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:15:25.501 page_ping eb8c2f9b-8357-4e01-84e9-… 3 Berlin website /products/snowplow-insig… 2020-04-01T10:15:25.501 2020-04-01T10:15:25.212 2020-04-01T10:15:25.217 2020-04-01T10:15:25.506 2020-04-01T10:15:26.338 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… 2.205.35.XX 02ce405d4306f908ec92a203… b23a6994-9520-4347-b1c7-… 3 59a50124-5679-4d1b-81e5-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 493e7305d333e63a220276ee… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… de-DE TRUE 24 UTF-8 DE BE Land Berlin Berlin 10365 52.42 13.28 Europe/Berlin f21a1070-a32e-4fe2-a3e4-… https://snowplowanalytic… Snowplow Insights | A Da… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com /blog/2020/02/04/buildin… utm_campaign=data-qualit… internal 1510 823 1680 1050 1510 4271 0 0 0 3448 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:29:59.417 page_view f729daad-549e-4a0a-ae1c-… 1 Austin website /mobile/ 2020-04-01T10:29:59.417 2020-04-01T10:29:58.978 2020-04-01T10:29:58.987 2020-04-01T10:29:59.426 2020-04-01T10:30:00.397 f729daad-549e-4a0a-ae1c-… c27d4731-1a2f-495b-9615-… 207.91.133.XX d45d08868bf4179dc19e14c6… c9a528c2-72ae-458a-9e05-… 1 cd77b968-3fee-44f1-aded-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 414220315c974519ea8e65f6… website web Mozilla/5.0 (iPhone; CPU… {"useragent_family&… { "agentClass"… { "category":… en-US FALSE 32 UTF-8 US TX Texas Austin 78702 30.21 97.69 America/Chicago paid-social linkedin mobile bfc3c5bb-ae3e-477c-b47d-… https://snowplowanalytic… Snowplow | Collect rich … https 443 snowplowanalytics.com /mobile/ utm_campaign=mobile&utm_… { "connectEnd"… https://www.linkedin.com… https 443 linkedin.com / social Linkedin 375 554 375 667 375 9322 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:30:00.071 link_click e39fd884-8992-480f-8e37-… 67 New York console /4d9aac25-a9f7-46d2-8b4f… 2020-04-01T10:30:00.071 2020-04-01T10:30:59.970 2020-04-01T10:30:59.972 2020-04-01T10:30:00.073 2020-04-01T10:30:01.350 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… 138.68.41.XX 1909c6c61de7e28a236e2be1… 7f0a23a5-e392-48d2-b37b-… 67 0fa850fd-4c2c-46f9-8286-… unstruct link_click com.snowplowanalytics.sn… jsonschema 1-0-1 8d068a2b2de42396525b056d… {"targetUrl":&… console web Mozilla/5.0 (X11; Linux … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US NY New York New York 10021 40.77 -73.96 America/New_York f2a7f2a4-b2ca-4080-83ef-… https://console.snowplow… https 443 snowplowanalytics.com /4d9aac25-a9f7-46d2-8b4f… { "connectEnd"… https://console.snowplow… https 443 snowplowanalytics.com / internal 1004 632 1024 768 989 1247 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:30:07.446 link_click f729daad-549e-4a0a-ae1c-… 1 Austin website /mobile/ 2020-04-01T10:30:07.446 2020-04-01T10:30:07.405 2020-04-01T10:30:07.407 2020-04-01T10:30:07.448 2020-04-01T10:30:08.348 f729daad-549e-4a0a-ae1c-… c27d4731-1a2f-495b-9615-… 207.91.133.XX d45d08868bf4179dc19e14c6… c9a528c2-72ae-458a-9e05-… 1 61b65433-6865-4026-8a60-… unstruct link_click com.snowplowanalytics.sn… jsonschema 1-0-1 7d42a8b8ead9234de7eb1d6f… {"targetUrl":&… website web Mozilla/5.0 (iPhone; CPU… {"useragent_family&… { "agentClass"… { "category":… en-US FALSE 32 UTF-8 US TX Texas Austin 78702 30.21 97.69 America/Chicago bfc3c5bb-ae3e-477c-b47d-… https://snowplowanalytic… https 443 snowplowanalytics.com /mobile/ utm_campaign=mobile&utm_… { "connectEnd"… https://www.linkedin.com… https 443 linkedin.com / social Linkedin 375 554 375 667 375 9322 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:30:10.151 page_view f729daad-549e-4a0a-ae1c-… 1 Austin website /customers/ 2020-04-01T10:30:10.151 2020-04-01T10:30:10.110 2020-04-01T10:30:10.111 2020-04-01T10:30:10.152 2020-04-01T10:30:11.351 f729daad-549e-4a0a-ae1c-… c27d4731-1a2f-495b-9615-… 207.91.133.XX d45d08868bf4179dc19e14c6… c9a528c2-72ae-458a-9e05-… 1 3cc458cd-a1be-4a57-a3a2-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 505dd37437be902cc6e416f8… website web Mozilla/5.0 (iPhone; CPU… {"useragent_family&… { "agentClass"… { "category":… en-US FALSE 32 UTF-8 US TX Texas Austin 78702 30.21 97.69 America/Chicago e55cf2ba-b986-48e1-bdad-… https://snowplowanalytic… Snowplow Customers | Her… https 443 snowplowanalytics.com /customers/ { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com / utm_campaign=mobile&utm_… internal 375 554 375 667 375 6444 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:42:28.288 page_ping be5016ad-c6ef-442d-aa18-… 5 San Francisco website /products/snowplow-insig… 2020-04-01T10:42:28.288 2020-04-01T10:42:28.016 2020-04-01T10:42:28.020 2020-04-01T10:42:28.292 2020-04-01T10:42:30.333 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 86e9281f-8a12-4fa1-b761-… 5 f0a9711b-0461-49ac-a910-… page_ping page_ping com.snowplowanalytics.sn… jsonschema 1-0-0 6d801142f54baa80488ee585… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 08e14838-2c28-4529-acc4-… https://snowplowanalytic… Snowplow Insights | A Da… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com / internal 1678 892 1680 1050 1678 4672 0 0 0 3780 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:42:36.276 link_click be5016ad-c6ef-442d-aa18-… 5 San Francisco website /products/snowplow-insig… 2020-04-01T10:42:36.276 2020-04-01T10:42:35.796 2020-04-01T10:42:35.797 2020-04-01T10:42:36.277 2020-04-01T10:42:37.332 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 86e9281f-8a12-4fa1-b761-… 5 8e83d9db-f057-43b8-b889-… unstruct link_click com.snowplowanalytics.sn… jsonschema 1-0-1 9435c702aad66423f362b8d1… {"targetUrl":&… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 08e14838-2c28-4529-acc4-… https://snowplowanalytic… https 443 snowplowanalytics.com /products/snowplow-insig… { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com / internal 1678 892 1680 1050 1678 2685 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:42:37.497 page_view be5016ad-c6ef-442d-aa18-… 5 San Francisco website /get-started/ 2020-04-01T10:42:37.497 2020-04-01T10:42:37.457 2020-04-01T10:42:37.459 2020-04-01T10:42:37.499 2020-04-01T10:42:38.333 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 86e9281f-8a12-4fa1-b761-… 5 3aa5f3f5-6f39-4ae7-a059-… page_view page_view com.snowplowanalytics.sn… jsonschema 1-0-0 082cfd7a521f2ad16ef24078… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 254130cd-588d-4f3f-be8a-… https://snowplowanalytic… Snowplow Insights | Get … https 443 snowplowanalytics.com /get-started/ { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com /snowplow-insights/ internal 1678 892 1680 1050 1678 2685 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:42:40.974 focus_form be5016ad-c6ef-442d-aa18-… 5 San Francisco website /get-started/ 2020-04-01T10:42:40.974 2020-04-01T10:42:38.785 2020-04-01T10:42:38.789 2020-04-01T10:42:40.978 2020-04-01T10:42:42.364 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 86e9281f-8a12-4fa1-b761-… 5 98fe07aa-6265-429f-961c-… unstruct focus_form com.snowplowanalytics.sn… jsonschema 1-0-0 05f9f306ed3b09bd71bad3e9… {"formId":&quo… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 254130cd-588d-4f3f-be8a-… https://snowplowanalytic… https 443 snowplowanalytics.com /get-started/ { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com /snowplow-insights/ internal 1678 892 1680 1050 1678 2685 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…
2020-04-01T10:42:41.393 change_form be5016ad-c6ef-442d-aa18-… 5 San Francisco website /get-started/ 2020-04-01T10:42:41.393 2020-04-01T10:42:40.775 2020-04-01T10:42:40.781 2020-04-01T10:42:41.399 2020-04-01T10:42:42.372 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… 192.171.81.XX 76d5cf8dfb94371b9a29393b… 86e9281f-8a12-4fa1-b761-… 5 2c8a3fe1-db2e-44b2-98ad-… unstruct change_form com.snowplowanalytics.sn… jsonschema 1-0-0 db0f869d68c821cc4dbb96f8… {"formId":&quo… website web Mozilla/5.0 (Macintosh; … {"useragent_family&… { "agentClass"… { "category":… en-US TRUE 24 UTF-8 US CA California San Francisco 94102 37.78 -122.42 America/Los_Angeles 254130cd-588d-4f3f-be8a-… https://snowplowanalytic… https 443 snowplowanalytics.com /get-started/ { "connectEnd"… https://snowplowanalytic… https 443 snowplowanalytics.com /snowplow-insights/ internal 1678 892 1680 1050 1678 2685 js-2.14.0 snplow ssc-0.17.0-kinesis stream-enrich-0.22.0-com…

Snowplow Insights gives you the tools to transform, aggregate and model your raw data into a number of interesting data sets from fairly standard sessions to more complex analyses around attribution and engagement.

To get you started quickly we provide out-of-the box SQL models, but the true power of Snowplow lies in you being equipped to model your raw data into tables specific to your teams and use cases. Take a look at examples of both out of the box and custom tables below!

Out-of-the-box modeling with Snowplow

Snowplow comes with an out-of-the-box web model which models the raw data into typical data sets you might use to create reports for the business; for example tables for page views, sessions and users. The table below shows a sample of data modeled into sessions.

session timestamps user app engagement first page referer marketing last page location ip useragent
session_id session_index session_start_date session_start_time session_end_time user_id domain_userid network_userid app_id page_views conversions session_length time_engaged_in_s first_page_title first_page_url first_page_urlpath first_page_urlquery page_referrer refr_urlhost refr_urlpath refr_urlquery refr_medium refr_source mkt_medium mkt_source mkt_campaign mkt_clickid channel last_page_title last_page_url last_page_urlpath geo_country geo_region geo_city geo_zipcode geo_timezone user_ipaddress br_name br_version br_lang os_name os_version device_family device_class device_name
289d6851-77ca-45ad-a611-… 4 2020-04-01 2020-04-01 10:00:03 2020-04-01 10:00:18 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… website 2 0 15 10 Snowplow | The Data Coll… https://snowplowanalytic… / https://www.google.com/ google.com / search Google organic search Snowplow Insights | A Da… https://snowplowanalytic… /products/snowplow-insig… US CA San Francisco 94102 America/Los_Angeles 192.171.81.XX Chrome 80 en-US Mac OS X 10 Other Desktop Apple Macintosh
01e67be0-600b-4e48-a57e-… 22 2020-04-01 2020-04-01 10:00:15 2020-04-01 10:01:42 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… website 2 0 87 20 Snowplow | The Data Coll… https://snowplowanalytic… / direct direct Snowplow Docs – Document… https://docs.snowplowana… /docs/setup-snowplow-on-… GB MA Manchester M1 Europe/London 185.242.7.XX Chrome 80 en-GB Windows 10 Other Desktop Desktop
501d77d3-6e2a-4a6e-b66e-… 1 2020-04-01 2020-04-01 10:04:33 2020-04-01 10:04:38 5f1c3cd1-046d-4af3-a8f6-… 7128ff2f-781f-416c-99e2-… website 1 0 5 0 Snowplow Insights Produc… https://snowplowanalytic… /terms-of-service/snowpl… https://www.google.com/ google.com / search Google organic search Snowplow Insights Produc… https://snowplowanalytic… /terms-of-service/snowpl… GB EN London EC3 Europe/London 196.245.163.XX Chrome 80 en-GB Mac OS X 10 Other Desktop Apple Macintosh
7f0a23a5-e392-48d2-b37b-… 67 2020-04-01 2020-04-01 10:12:07 2020-04-01 10:30:00 example-user@company.com e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… console 2 0 1073 10 Snowplow Insights https://console.snowplow… / direct direct Snowplow Insights https://console.snowplow… /4d9aac25-a9f7-46d2-8b4f… US NY New York 10021 America/New_York 138.68.41.XX Chrome 76 en-US Linux Other Desktop Linux Desktop
b23a6994-9520-4347-b1c7-… 3 2020-04-01 2020-04-01 10:14:55 2020-04-01 10:15:26 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… website 2 0 31 20 Building a data quality … https://snowplowanalytic… /blog/2020/02/04/buildin… utm_campaign=data-qualit… https://www.google.com/u… google.com /url sa=t&rct=j&q=&esrc=s&sou… search Google paid-search google data-quality EAIaIQobChMIwPu5t4qs1AIV… paid search Snowplow Insights | A Da… https://snowplowanalytic… /products/snowplow-insig… DE BE Berlin 10365 Europe/Berlin 2.205.35.XX Chrome 80 de-DE Mac OS X 10 Other Desktop Apple Macintosh
694baa7b-67d8-470a-9dc7-… 14 2020-04-01 2020-04-01 10:18:21 2020-04-01 10:24:06 example-user2@company2.c… 463cc6f3-c4e2-4aee-b946-… 192f5fc0-2f41-4fcb-93d9-… console 4 0 345 110 Snowplow Insights https://console.snowplow… / https://snowplowanalytic… snowplowanalytics.com / internal internal Snowplow Insights https://console.snowplow… /45d4104d-4f5d-4134-8588… US CA Mountain View 94040 America/Los_Angeles 74.125.151.XX Edge 81 en-US Windows 10 Other Desktop Desktop
c9a528c2-72ae-458a-9e05-… 1 2020-04-01 2020-04-01 10:29:59 2020-04-01 10:30:10 f729daad-549e-4a0a-ae1c-… c27d4731-1a2f-495b-9615-… website 2 0 11 0 Snowplow | Collect rich … https://snowplowanalytic… /mobile/ utm_campaign=mobile&utm_… https://www.linkedin.com… linkedin.com / social Linkedin paid-social linkedin mobile paid social Snowplow Customers | Her… https://snowplowanalytic… /customers/ US TX Austin 78702 America/Chicago 207.91.133.XX Mobile Safari UI/WKWebVi… 13 en-US iOS 13 iPhone iPhone Apple iPhone
86e9281f-8a12-4fa1-b761-… 5 2020-04-01 2020-04-01 10:42:28 2020-04-01 10:44:32 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… website 1 1 124 70 Snowplow Insights | Get … https://snowplowanalytic… /get-started/ https://snowplowanalytic… snowplowanalytics.com /products/snowplow-insig… internal internal Snowplow Insights | Get … https://snowplowanalytic… /get-started/ US CA San Francisco 94102 America/Los_Angeles 192.171.81.XX Chrome 80 en-US Mac OS X 10 Other Desktop Apple Macintosh
db33e52e-9dfd-4d18-b804-… 6 2020-04-01 2020-04-02 10:22:04 2020-04-02 10:25:44 3d16fcf1-9b9d-404e-b014-… aed54c2d-dbec-4328-86b6-… website 3 0 220 60 Snowplow | The Data Coll… https://snowplowanalytic… / direct direct Introduction to marketin… https://snowplowanalytic… /blog/2020/04/06/introdu… NL NH Amsterdam 1011 Europe/Amsterdam 192.81.220.XX Chrome Mobile 80 nl-NL Android 10 Samsung SM-G975W Phone Samsung SM-G975W
042d0e66-f3ea-4d55-b7b4-… 3 2020-04-01 2020-04-03 10:35:26 2020-04-03 10:39:49 91e669dd-7ab2-472b-9557-… 535179d3-1d4b-4506-b5b6-… website 7 1 263 140 Data modeling 101 https://snowplowanalytic… /lp/data-modeling/ utm_source=google&utm_me… https://www.google.com/ google.com / search Google search google data-modeling paid search Snowplow Insights Pricin… https://snowplowanalytic… /pricing/ US MA Boston 02129 America/New_York 73.238.158.XX Safari 13 en-US Mac OS X 10 Other Desktop Apple Macintosh

Similar to our out-of-the-box web model, tools such as Google Analytics model your data for you behind the scenes. The advantage of Snowplow is that you can customise and extend this model to make it perfectly relevant for your business model. For example, you can see and change the assumptions that we’ve made about what the definition of a session is.

Secondly, because you have access to the raw data you can run custom analyses for multiple scenarios and use cases. Below we share an example of some custom modeling.

Custom modeling on raw data

Imagine our marketing team have requested a report about content performance. From the raw data collected through Snowplow Insights, we can build them a custom set of data with interesting dimensions around conversion and engagement.

content total engagement avg monthly engagement
title page_urlpath author date_published month_published year_published unique_users sessions page_views avg_time_engaged_in_s avg_scroll_depth subsequent_demo_requests conversion_rate avg_unique_users avg_sessions avg_page_views avg_subsequent_demo_requests
Introducing Snowplow Mic… /blog/2019/07/17/introdu… Joshua Brady 2019-07-17 07-2019 2019 543 727 6758 148 77% 26 3.6% 60 81 751 2.9
Time spent is the most i… blog/2019/08/07/time-spe… Lewis Newman 2019-08-07 08-2019 2019 389 430 2552 162 74% 28 6.5% 49 54 319 3.5
Re-thinking the structur… /blog/2020/01/24/re-thin… Marie Hertzog 2020-01-24 01-2020 2020 383 461 2610 121 82% 23 5.0% 128 154 870 7.7
Building a data quality … /blog/2020/02/04/buildin… Anna Soininen 2020-02-04 02-2020 2020 147 183 649 157 45% 8 4.4% 74 92 325 4.0
Understanding the SameSi… /blog/2020/02/17/underst… Sean Hutchinson 2020-02-17 02-2020 2020 276 302 1466 189 63% 7 2.3% 138 151 733 3.5

This is a simple example of how you can harness the raw, granular data provided by Snowplow. Imagine some other scenarios you may want to model from the same data:

  • The Product team want to understand feature engagement - so we build them a model which provides insight into granular use of specific features.
  • The Lead Generation team want to understand which of their channels is performing best - so we build them a model that tracks conversions across time per channel.
  • The Customer Success team want to have a 360 degree view on each customer - so we build them a model that stitches the behavioural data from Snowplow with data coming from our ticketing platform and CRM system.

Interested in seeing Snowplow data in action?

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