data-export-formats

Enhanced Conversions CSV

For uploading offline conversion data to improve Smart Bidding.

Required columns:

```

Email,Phone,Conversion Name,Conversion Time,Conversion Value,Conversion Currency

```

Format requirements:

• Email: SHA256 hash (32 hex chars, lowercase)
• Phone: SHA256 hash (32 hex chars, lowercase)
• Conversion Name: String matching your Google Ads conversion action
• Conversion Time: ISO 8601 UTC format (2024-11-15T14:32:00Z)
• Conversion Value: Numeric, no currency symbol
• Conversion Currency: 3-letter code (USD, EUR, etc.)

Example:

```csv

Email,Phone,Conversion Name,Conversion Time,Conversion Value,Conversion Currency

ed8e83c2f4cb7b9f43cdc75c148b0b09,628923b3c489bda7dd9ebba89cb5b46c,paid_subscription,2025-11-03T00:00:00Z,2388.0,USD

1bffb899c9248b28e37cda02dbd59444,0dd03c9dc463ab5efcd15f3343035ffa,paid_subscription,2025-10-31T00:00:00Z,2189.0,USD

```

Google Ads upload path:

Tools & Settings → Conversions → Upload conversions → Import

---

Customer Match CSV (Retargeting Audiences)

For uploading audience lists to Google Ads.

Minimal columns (email only):

```

Email

```

Extended columns (better match rate):

```

Email,Phone,First Name,Last Name,Country,Zip

```

Format requirements:

• Email: SHA256 hash (32 hex chars, lowercase) OR plaintext (Google hashes it)
• Phone: SHA256 hash OR E.164 format (+14155551234)
• First Name / Last Name: Plaintext, lowercase, trimmed
• Country: 2-letter ISO code (US, GB, etc.)
• Zip: 5-digit US or local format

Example (hashed):

```csv

Email,Phone

ed8e83c2f4cb7b9f43cdc75c148b0b09,628923b3c489bda7dd9ebba89cb5b46c

1bffb899c9248b28e37cda02dbd59444,0dd03c9dc463ab5efcd15f3343035ffa

```

Google Ads upload path:

Tools & Settings → Audience Manager → Customer Match → Email list

---

Meta Custom Audiences CSV

For uploading to Meta Ads Manager.

Columns:

```

email,phone,fn,ln,country,zip

```

Format requirements:

• email: SHA256 hash (lowercase hex) OR plaintext lowercase
• phone: Digits only, no formatting (14155551234)
• fn / ln: Lowercase, trimmed
• country: 2-letter ISO lowercase (us)
• zip: 5-digit

Example:

```csv

email,phone,fn,ln,country,zip

ed8e83c2f4cb7b9f43cdc75c148b0b09,14155551234,john,doe,us,94105

```

---

users.csv (~5,000 records)

User master file with acquisition data.

| Field | Type | Description | Example |

|-------|------|-------------|---------|

| user_id | UUID | Unique identifier | 208763df-9843-4c82-b4f1-bc6382a44acf |

| email | String | SHA256 hash (32 chars) | 0f9f75d98cacdbd135ccbf18f1aa2e54 |

| phone | String | SHA256 hash (32 chars) | eb18808fce984c7887799fe9e45f3d66 |

| signup_date | Date | Registration date | 2024-11-15 |

| traffic_source | String | Acquisition channel | organic, paid_search, paid_social, direct, referral |

| utm_source | String | UTM source | google, facebook, linkedin |

| utm_medium | String | UTM medium | cpc, organic, social, referral |

| utm_campaign | String | Campaign ID | google_ads_q4, fb_retargeting |

---

events.csv (~57,000 records)

Event stream with funnel progression.

| Field | Type | Description | Example |

|-------|------|-------------|---------|

| event_id | UUID | Unique event ID | 22794184-df27-4329-86b1-acccd60b79b2 |

| user_id | UUID | FK to users | a0505dd5-4327-4f86-82cc-bf39ba62c92e |

| event_name | String | Event type | page_view, pricing_view, checkout_start, form_submit, conversion |

| page_url | String | Page path | /, /pricing, /checkout, /success |

| timestamp | DateTime | ISO 8601 UTC | 2024-11-15T14:32:00Z |

| session_id | UUID | Groups session events | 80ea1bd9-d628-4ef6-bf26-64d928490205 |

| conversion_value | Numeric | USD (conversions only) | 150.00 or empty |

Funnel stages (event_name values):

1. page_view - Landing page visit
2. pricing_view - Viewed pricing page
3. checkout_start - Started checkout
4. form_submit - Submitted form
5. conversion - Completed purchase

---

daily_metrics.csv (~60 records)

Daily aggregated metrics with engineered anomalies.

| Field | Type | Description |

|-------|------|-------------|

| date | Date | Metric date |

| sessions | Integer | Daily sessions |

| users | Integer | Unique users |

| conversions | Integer | Daily conversions |

| revenue | Numeric | Daily revenue (USD) |

| conversion_rate | Numeric | Conversions / users |

| avg_order_value | Numeric | Revenue / conversions |

Engineered anomalies:

• Nov 15: -63% sessions (signup flow bug)
• Nov 21: +99% conversions (onboarding improvement)
• Nov 28-30: -72% conversion rate (activation issue)

---

trial_users.csv (~500 records)

Trial user conversion data (Demo 4).

| Field | Type | Description |

|-------|------|-------------|

| user_id | UUID | Unique identifier |

| signup_date | Date | Trial start date |

| plan_type | String | Always free_trial |

| converted | Boolean | Whether converted to paid |

| conversion_date | Date | When converted (nullable) |

| days_to_convert | Integer | Days from signup to conversion |

---

feature_usage.csv (~2,500 records)

Feature adoption events (Demo 4).

| Field | Type | Description |

|-------|------|-------------|

| user_id | UUID | FK to trial_users |

| feature_name | String | Feature used |

| first_used_date | Date | First usage date |

| usage_count | Integer | Total uses |

| days_since_signup_first_use | Integer | Days from signup to first use |

Key features:

• create_form_onboarding - Created first form
• publish_form - Published a form
• embed_form - Embedded form on site
• configure_integration - Set up integration (aha moment)
• view_analytics - Viewed form analytics

Aha moment pattern: Users who configure_integration within 3 days convert at 70% vs 19% baseline (3.7x lift).

---

utm_data.csv (~12 records)

Campaign UTM data with intentional inconsistencies (Demo 5).

| Field | Type | Description |

|-------|------|-------------|

| url | String | Landing page URL |

| utm_source | String | Source parameter |

| utm_medium | String | Medium parameter |

| utm_campaign | String | Campaign parameter |

| session_count | Integer | Sessions with this UTM |

Engineered issues:

• Source fragmentation: linkedin vs LinkedIn vs LINKEDIN
• Typos: product_upd_dec instead of product_update_dec

---

High-Value Converters (Enhanced Conversions)

```sql

SELECT

u.email AS Email,

u.phone AS Phone,

'paid_subscription' AS "Conversion Name",

e.timestamp AS "Conversion Time",

e.conversion_value AS "Conversion Value",

'USD' AS "Conversion Currency"

FROM users u

JOIN events e ON u.user_id = e.user_id

WHERE e.event_name = 'conversion'

AND e.conversion_value > 100

ORDER BY e.conversion_value DESC

```

Retargeting Audience (Customer Match)

```sql

WITH pricing_views AS (

SELECT user_id, COUNT(*) as view_count

FROM events

WHERE event_name = 'pricing_view'

GROUP BY user_id

HAVING COUNT(*) >= 2

),

checkout_starters AS (

SELECT DISTINCT user_id FROM events WHERE event_name = 'checkout_start'

),

converters AS (

SELECT DISTINCT user_id FROM events WHERE event_name = 'conversion'

)

SELECT u.email AS Email, u.phone AS Phone

FROM users u

JOIN pricing_views pv ON u.user_id = pv.user_id

JOIN checkout_starters cs ON u.user_id = cs.user_id

LEFT JOIN converters c ON u.user_id = c.user_id

WHERE c.user_id IS NULL

```

---

| File | Location | Records |

|------|----------|---------|

| users.csv | data/users.csv | ~5,000 |

| events.csv | data/events.csv | ~57,000 |

| daily_metrics.csv | data/daily_metrics.csv | ~60 |

| trial_users.csv | data/trial_users.csv | ~500 |

| feature_usage.csv | data/feature_usage.csv | ~2,500 |

| utm_data.csv | data/utm_data.csv | ~12 |

Project: agents-webinar-2025

Dataset: webinar_demos

Tables: users, events, daily_metrics, trial_users, feature_usage