AdPerformance
One ad’s funnel — campaign, ad set and ad.
Ad identity rides on UTM columns by convention (utm_campaign, utm_term,
utm_content), so a call whose link omitted them is absent entirely rather than
bucketed as unknown. When ad and adSet are null across every row, these are
campaigns rather than ads.
AdPerformanceFields
utm_content by convention. Null when the link did not set it.
utm_term by convention. Null when the link did not set it.
Calls SCHEDULED in the window. NOT comparable to bookedCalls on CampaignAnalytics, which counts calls belonging to leads created in the window.
Every sale row on the closed calls — what was signed.
Settled sale rows only — what arrived.
Calls per lead generated, as a percentage. The numerator and denominator use DIFFERENT window anchors, so this can legitimately exceed 100 — read it as calls per lead, not a conversion rate, and do not normalise it to 100.
Leads CREATED in the window that booked an attributed call. Windowed on leads.created_at, unlike the call counts below.
The finest attribution grain Aura records. Null when the bucket saw none AND when it saw several — the second means the UTM triple is not identifying one ad, so picking either id would be a guess.