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Datatrics Analytical
Browsing the Analytical data
Browsing the Analytical data

This article provides an overview of the Analytical data and shows you the most important information about it

Xander Wijering avatar
Written by Xander Wijering
Updated over a week ago

Learn about our data

The "Learn about our data" button is a feature that allows you to explore the data of the data sources. You can find this in the Browse data section of Datatrics Analytical. When you click on the button, you can view a list of tables and fields in the connected database, as well as additional information about those tables and fields, description, and data type of the columns.

This feature can be useful for users new to the database who want to understand its structure and contents better. It can also be helpful for users who are building queries and need to know which tables and fields are available for analysis.


In Analytical, the whole dataset is stored in different tables that can be linked to each other to attach, for example, audience data to conversion events. When clicking on a table from the โ€˜Browse the dataโ€™ page, you can filter the column values to get a quick view of the data you want. You can drag the column names to create your preferred column order. You can also summarize data to get a quick visualization of your data.

When clicking a column name, you can filter the column on a specific value, see its data distribution, or see the distinct values inside the column. The data that Analytical offers are stored in the following tables:


This table contains all information about events from your project. Therefore, this table will be the most detailed in most cases. Each event contains a unique Eventid. All visitors and profiles are marked with a UUID (Universally unique identifier), which can be linked to known profiles.

Each event is marked with an Eventtype which declares whether the event can be seen as a Conversion, Event, or Visit. Each type of conversion will be labeled by Conversiontype, like purchase, cart, or custom conversion (goal_1, for example). Events are labeled by Event Category, like page views, buying phase, or touchpoint servings. Visits contain specific, bundled information about the visits themselves, like duration and total events.


The audience table consists of all data based on the profiles. These profiles can be both known as unknown and labeled by Profiletype. The profiles from the Audience table can be matched by the profiles from the events table by joining the UUID from both.

The UUIDโ€™s of known profiles can be found in the regular audience when looking at a master profile. So if you are curious about a specific profile and its behavior, there are still possibilities to find this. Besides Datatrics attributes, you can also find all the source-specific attributes of profiles. Another interesting column is the Segmentid, with this, you can filter profiles on the segment to view all profiles with data from specific segments.


In this table, you can check all the segments you created. It provides some interesting but general data like the number of known or unknown profiles. You can use this table to analyze segment data with dashboards.


This table represents all the content from all sources, including self-made items. It contains all columns that you will see, including the Itemid, Total Sold, and Source. Content collections are not stored in this data, so you might need to recreate a filter to view specific items.

Campaigns & Journeys

These two tables are similar. They provide general (no performance) data on the created campaigns and journeys. Both will have based on their type an Id, depending on whether you are viewing the Campaign or Journey table. These Id s can be joined to the events to create, for example, dashboards of active campaigns or journeys while displaying their names. Note that you will be able to find performance data in the Events table.


Touchpoints offer general (no performance) data on the created touchpoints. They have their own Touchpointid that can be joined to the Events table.

Custom Conversions

This table only offers the Custom conversion id and its name. You may join this table to events to add names of specific custom conversions to views, but this will be rarely used as it does not provide extra information to your data.

Adding other data

If you have other company or customer data besides the default data in your project, you can still add this. This can be useful when you need to analyze data from different sources or when you want to enrich your existing data with additional information.

Connecting data sources

There are a number of data sources that can be connected to your Analytical set-up, like BigQuery, MySQL, Google Analytics, or MongoDB. Click here to see the full list of connectors. Please note that if you have one of the listed data sources, you don't have to connect these by any means. We suggest connecting these sources only if your data enriches the existing data to reduce double records. If you want to connect any of these, please contact our support team.


SetCustomData allows you to pass custom data to website visitors. This custom data could be any type of data that you want to collect and analyze alongside the standard data collected by Datatrics, such as user behavior or B2B/B2C. Click here to view different use cases of this functionality, and click here to view how to implement this.

Click here to view the next article in line: Creating questions.

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