Adobe Analytics in Marketing Mix Modeling (MMM)

Sellforte supports two Adobe Analytics outcome datasets depending on the nature of your business. Choose the dataset that best matches what you want your marketing to drive.

Adobe Analytics Ecommerce Outcomes

Use this dataset if your business sells products online and you want to measure purchases or revenue.

Dataset definition

Ecommerce purchase outcomes from Adobe Analytics with visit-level acquisition and geographic context, used for marketing measurement and optimization.

Grain & sample

Each row represents one ecommerce order per date, country, currency, and visit-level acquisition context.

Example rows (illustrative):

report suite id	date	order id	country	currency	tracking code	marketing channel	referrer	orders	revenue
rsid_1	2025-01-01	P-10001	FI	EUR	spring_sale	Paid Search	google	1	129.00
rsid_1	2025-01-01	P-10002	FI	EUR	prospecting	Paid Social	facebook	1	89.00
rsid_1	2025-01-02	P-10003	SE	SEK	(none)	Direct	direct	1	59.00

Dimensions

report suite id
date
order id
country
currency
tracking code
marketing channel
referrer
new vs repeat

Metrics

orders
revenue
total revenue
shipping
tax

Source retrieval recipe

Source system: Adobe Analytics
Extract type: Adobe Analytics Reporting API (v2)

Required parameters

reportSuiteId
Date range

Dimensions queried

date
purchaseid
geocountry
currencycode
trackingcode
marketingchannel
referrer
newvsrepeatvisitors

Metrics queried

orders
revenue
totalrevenue
shipping
tax

Adobe Analytics Event Outcomes

Use this dataset if your business focuses on leads, signups, bookings, subscriptions, or other non-purchase conversions.

Dataset definition

Outcome metrics from Adobe Analytics based on events, with visit-level acquisition and geographic context, used for marketing measurement and optimization.

Grain & sample

Each row represents one event per date, country, and visit-level acquisition context.

Example rows (illustrative):

report suite id	date	event	country	tracking code	marketing channel	referrer	event count
rsid_1	2025-01-01	event12	FI	prospecting	Paid Search	google	12
rsid_1	2025-01-01	event34	FI	retargeting	Paid Social	facebook	8
rsid_1	2025-01-02	event12	SE	(none)	Direct	direct	6

Dimensions

report suite id
date
event
country
tracking code
marketing channel
referrer
new vs repeat

Metrics

event count

Source retrieval recipe

Source system: Adobe Analytics
Extract type: Adobe Analytics Reporting API (v2)

Required parameters

reportSuiteId
Date range
Event selection (custom or standard events)

Dimensions queried

date
event
geocountry
trackingcode
marketingchannel
referrer
newvsrepeatvisitors

Metrics queried

eventcount

Derived modeling dimensions

Sellforte also supports business-specific modeling dimensions such as brand and product category. These dimensions are not typically provided as native fields by marketing or analytics platforms, so they need to be derived from other dimensions using one of the following approaches:

Account-based differentiation
When separate report suites are used for each brand or product category, Sellforte can derive these dimensions from report suite identifiers and include them as explicit columns in the dataset.
Campaign naming conventions
Brand or product category can be inferred from structured tracking codes or campaign naming and included explicitly as columns in the extracted data.
Inline enrichment during data extraction
Customers may add brand or product category columns as part of their API queries, SQL transformations, or export logic. Use brand and/or product_category as column names.