Social Network Publication

The mrt_marketing__social_network_publication contains unified metrics and information about social media publications from both Instagram and TikTok platforms. Each row represents a unique social media post with its associated metrics, engagement data, and campaign tags.

Key components: - Publication identifiers and basic information (ID, creation date, caption, URL) - Core engagement metrics (reach, likes, comments, shares) - Platform-specific metrics (Instagram: saves, profile visits; TikTok: watch time, video duration) - Campaign tagging information (post name, objectives, offer category)

This mart table combines data from both Instagram and TikTok intermediate tables, providing a unified view of social media performance across platforms. The data is partitioned by export date and clustered by account name for optimal query performance.

Table description

name	data_type	description
publication_id		The unique identifier for the publication. Format varies by platform: numeric ID for Instagram, alphanumeric for TikTok.
publication_creation_date		The date when the content was originally posted on the social media platform.
publication_caption		The text content accompanying the publication, including hashtags, mentions, and emojis.
publication_link		The permanent URL to access the publication directly on the social media platform.
publication_export_date		The date when the publication's metrics were extracted from the platform.
publication_account_name		The identifier of the account that posted the content, prefixed with the platform name (e.g., instagram_, tiktok_).
is_publication_tagged		Boolean indicator (TRUE/FALSE) showing whether the publication is part of a tracked campaign.
publication_reach		The number of unique accounts that saw the publication at least once.
publication_video_views		The total number of times the video content was played. Only applicable for video content.
publication_likes		The number of unique accounts that liked the publication.
publication_shares		The number of times the publication was shared by users to their stories or with other users.
publication_comments		The total number of comments received on the publication.
publication_engagement_rate		The ratio of total interactions (likes + comments + shares) to reach.
publication_tag_post_name		The unique identifier assigned to the publication for campaign tracking purposes.
publication_tag_macro_objective		The high-level marketing goal of the publication.
publication_tag_micro_objective		The specific marketing objective of the publication.
publication_tag_offer_category		The category of the offer associated with the publication.
publication_tag_region_name	STRING	The region name associated with the publication.
instagram_publication_media_type		The format of the Instagram publication content. Possible values include: PHOTO, VIDEO, CAROUSEL_ALBUM
instagram_publication_saved		The number of times the publication was saved by users.
total_instagram_publication_interactions		The sum of all engagement actions on the publication, including: Likes, Comments, Shares, Saves, Video views (if applicable).
instagram_publication_impressions		The total number of times the publication was viewed.
instagram_publication_follows		The number of new followers acquired directly through this publication.
instagram_publication_profile_visits		The number of times users visited the profile after seeing this publication.
instagram_publication_profile_activity		The total number of actions taken on the profile from this publication, including: Website clicks, Email button clicks...
average_tiktok_publication_time_watched		The average duration (in seconds) that viewers spent watching the video.
total_tiktok_publication_time_watched		The cumulative time (in seconds) spent by all viewers watching the video.
tiktok_publication_video_duration		The total length of the video content in seconds.
tiktok_publication_full_video_watched_rate		The percentage of viewers who watched the entire video from start to finish.