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Use scoring data

Last update: October 29, 2026

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Adobe Marketing Campaign Analytics is the evolution and rebranding of Adobe Mix Modeler. Some of the Experience League content might still refer to Mix Modeler instead of Marketing Campaign Analytics.

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As part of scoring a model, scoring data is persisted within a dataset in Experience Platform. When you have enabled muti-touch attribution during model creation, additional event score data are persisted within a dataset in Experience Platform.

Each of these datasets conforms to a schema. This article documents these schemas.

Aggregate scoring data schema

The schema for scoring data is named like AMM AI Schema - <name of model> <id>. For example: AMM AI Schema - Model for Online Conversion 10120.

The dataset, persisting the scoring data for a model, is named like AMM AI Aggregrate Scores - <id>, for example AMM AI Aggregrate Scores - 10120.

The schema includes a field group with an object containing details about the scores. The object consists of the following fields.

Field Name
Type
Definition
campaignGroup
String
Name of the campaign group.
campaignName
String
Name of the campaign.
contribution
Double
Contribution attributed to this conversion for the given touchpoint.
conversionEndDate
Date
End date of the conversion window.
conversionName
String
Name of the conversion that was created during the conversion definition setup step.
conversionStartDate
Date
Start date of the conversion window.
geo
String
The geographic location where the conversion has occurred.
mediaChannel
String
Name of the channel that was used during the touchpoint setup step.
mediaSubChannel
String
Name of the subchannel.
revenue
Double
Revenue attributed to this conversion for the given touchpoint.
scoreCreatedTime
DateTime
Timestamp when this score record is created.
touchpointEndDate
Date
End date of the touchpoint window.
touchpointName
String
Name of the touchpoint that was created during the touchpoint definition setup step. Currently the touchpoint is defined on the media channel.
touchpointStartDate
Date
Start date of the touchpoint window.

Event scoring data schema

The schema for scoring data is named like Attribution AI Scores - <name of model> <id> - Schema. For example: Attribution AI Scores - Model for Online Conversion 10120 - Schema.

The dataset, persisting the scoring data for a model, is named like Attribution AI Scores - <name of model> <id>, for example Attribution AI Scores - Model for Online Conversion 10120 .

The schema includes a field group containing an object containing details about the cores. The object is named like attibution_AI_scores__<name of model> id.

The field group contains the following fields.

Field Name
Type
Description
conversion
Object
Conversion metadata columns.
passThrough
Object
eventType
String
channel_typeAtSource
String
dataSource
String
Globally unique identification of a data source.
Example: Adobe Analytics
eventSource
String
The source when the actual event happened.
Example: Adobe.com
eventType
String
The primary event type for this time-series record.
Example: Order
geo
String
The geographic location where the conversion was delivered placeContext.geo.countryCode.
Example: US
path
String
priceTotal
Double
Revenue obtained through the conversion
Example: 99.9
product
String
The XDM identifier of the product itself.
Example: RX 1080 ti
productType
String
The display name for the product as presented to the user for this product view.
Example: Gpus
quantity
Integer
Quantity purchased during the conversion.
Example: 1
receivedTimeStamp
DateTime
Received timestamp of the conversion.
Example: 2020-06-09T00:01:51.000Z
skuId
String
Stock keeping unit (SKU), the unique identifier for a product defined by the vendor.
Example: MJ-03-XS-Black
timestamp
DateTime
Timestamp of the conversion.
Example: 2020-06-09T00:01:51.000Z
totalDaysToConversion
Integer
totalTouchpointCount
Integer
customerProfile
Object
Identity details of the user used to build the model.
identity
Object
id
String
namespace
String
Contains the details of the user used to build the model such as id and namespace.
touchpointsDetail
Object[]
The list of touchpoint details leading to the conversion, ordered by touchpoint occurrence or timestamp.
scores
Object
Touchpoint contribution to this conversion as score.
algorithmicInfluenced
Double
Influenced score is the fraction of the conversion that each marketing touchpoint is responsible for.
algorithmicSourced
Double
Incremental score is the amount of marginal impact directly caused by a marketing touchpoint.
decayUnits
Double
Rule-based attribution score where touchpoints closer to the conversion receive more credit than touchpoints that are farther away in time from the conversion.
firstTouch
Double
Rule-based attribution score that assigns all credits to the initial touchpoint on a conversion path.
lastTouch
Double
Rule-based attribution score that assigns all credit to the touchpoint closest to the conversion.
linear
Double
Rule-based attribution score that assigns equal credit to each touchpoint on a conversion path.
uShape
Double
Rule-based attribution score that assigns 40% of the credit to the first touchpoint and 40% of the credit to the last touchpoint. The other touchpoints splitting the remaining 20% equally.
touchPoint
Object
Touchpoint metadata.
passThrough
Object
eventType
String
campaignGroup
String
campaignName
String
campaignTag
String
eventId
String
geo
String
mediaAction
String
mediaChannel
String
receivedTimeStamp
DateTime
timestamp
DateTime
isFirstInThePosition
Integer
lag
Integer
position
String
touchpointCountToConversion
Integer
touchpointName
String
Name of the touchpoint that was configured during setup.
Example: PAID_SEARCH_CLICK
conversionName
String
Name of the conversion that was configured during setup.
Example: Order, Lead, Visit
scoreCreatedTime
DateTime
segmentation
String
Conversion segment such as geo segmentation, which the model is built against. When segments are absent, segmentation is same as conversionName.
Example: ORDER_US

See Schemas for more information.

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