[Pilot] ZMS Campaign Daily

Note:

This dataset is currently in a pilot phase and is available exclusively to a selected subset of partners.

Overview

This dataset delivers daily performance insights for Zalando marketing campaigns, dataset is structured at the campaign, country, device level granularity.

By metrics—such as impressions, clicks, budget spent, and sales —partners can monitor how their overall campaigns perform across different platforms (App vs. Web), country. These insights empower partners to evaluate campaign effectiveness, optimize macro-level campaign budgets, and analyze platform-specific consumer behavior without the granularity of individual SKUs.

Property	Description
Data granularity	campaign_id, campaign_objective, date, country, device
History available	Data available from 2024-01-01
Update frequency	Daily
Data retention	Past 2 years + current year
Primary keys	campaign_id, dt, country, device
Partition columns	dt
SLOs	Daily around 1:00 PM (for the previous day's data)
Notice period for changes	See Versioning and Deprecation Policy
Support	Support available via partner-care@zalando.de. No 24/7 support available.

Data Refresh Strategy

This dataset requires a full load approach rather than incremental updates, meaning partners should overwrite their entire local table each time they retrieve the data.

• Why full load? Historical campaign and attribution data can change retroactively for up to 2 years (for example, due to late-reported sales or financial adjustments).
• Easy to manage: Because the overall dataset size is highly manageable, completely overwriting the data is fast, reliable, and keeps downstream systems simple.
• Tracking refreshes: Partners can reference the created_at timestamp column to verify exactly when the data was last refreshed.

Table Reference

zms_campaign_daily_share.direct_data_sharing.zms_campaign_daily

Schema

Column name	Format	Description
account_id	string	Zalando Account ID (included as partition key for downstream processing).
campaign_id	string	Unique ID of the campaign (n_code).
campaign_name	string	Name of the campaign.
merchant_id	string	Zalando Partner ID (BPID).
campaign_objective	string	Objective of the campaign. One of: Conversion, Consideration, Awareness.
start_date	date	Campaign start date.
end_date	date	Campaign end date.
dt	date	Event record date.
country	string	ISO country code of campaign (e.g. DE, AT).
device	string	Device options of campaigns (e.g. App, Web).
viewable_impressions	bigint	The number of times a user has been exposed to at least 50% of your ad content (25% for big ad format).
ad_clicks	bigint	The number of times a user has clicked on your ads.
budget_spent	double	Your total campaign budget, including discounts, vouchers and free media.
partner_spent	double	The amount you have invested in your campaign, excluding discounts, vouchers and free media.
items_sold	bigint	The number of items sold after users clicked on your ads (before cancellations and returns).
attributed_gmv	double	The value of items sold after users clicked on your ads (before cancellations and returns).
ropi	double	Return On Partner Invest: Calculated as Attributed GMV divided by Partner Invest and excluding any budget spent on TikTok, Pinterest and/or Snapchat.
roas	double	Return On Ad Spend: Calculated as Attributed GMV divided by Budget Spent and excluding any budget spent on TikTok, Pinterest and/or Snapchat.
cvr	double	Conversion Rate: The percentage of clicks on your ads that have led to sales (excluding clicks from TikTok, Pinterest and/or Snapchat).
ctr	double	Click-through Rate: Calculated as Clicks divided by Viewable Impressions.
cpc	double	Cost Per Click: The amount you pay for each click on your ads.
created_at	timestamp	Timestamp in UTC when the data was created.
updated_at	timestamp	Timestamp in UTC when the data was updated.

Example Measures

Campaign Performance by Country

Calculates clicks, spend, and Conversion Rate (CVR) broken down by country to help optimize targeting country.

SELECT
    dt,
    campaign_id,
    campaign_name,
    country,
    SUM(viewable_impressions) AS viewable_impressions,
    SUM(ad_clicks) AS ad_clicks,
    SUM(items_sold) AS items_sold,
    CAST(sum(items_sold) / NULLIF(sum(ad_clicks), 0) AS DOUBLE) AS cvr,
    CAST(sum(ad_clicks) / NULLIF(sum(viewable_impressions), 0) AS DOUBLE) AS ctr,
    CAST(sum(budget_spent) / NULLIF(sum(ad_clicks), 0) AS DOUBLE) AS cpc
FROM zms_campaign_daily_share.direct_data_sharing.zms_campaign_daily
GROUP BY 1, 2, 3, 4

Overall ROAS and ROPI by Country

Evaluates financial performance and return across different country to guide strategic budget allocations.

SELECT
    campaign_id,
    campaign_name,
    country,
    start_date,
    end_date,
    SUM(budget_spent) AS budget_spent,
    SUM(attributed_gmv) AS attributed_gmv,
    CAST(sum(attributed_gmv) / NULLIF(sum(partner_spent), 0) AS DOUBLE) AS ropi,
    CAST(sum(attributed_gmv) / NULLIF(sum(budget_spent), 0) AS DOUBLE) AS roas
FROM zms_campaign_daily_share.direct_data_sharing.zms_campaign_daily
GROUP BY 1, 2, 3, 4, 5
ORDER BY 1, 2, 3, 4, 5

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