Snowplow Unified Digital (Web) is a dbt package that converts raw Snowplow behavioral events into three analytics-ready entities: views, sessions, and users. It standardizes and enriches event data (e.g., content, device, geo, traffic attribution) and computes engagement metrics such as engaged time and scroll depth, producing a reliable canonical layer for product analytics, funnel/journey reporting, experimentation, and ML/LLM use.
The core tables relate hierarchically:
snowplow_unified_views has one row per content view (page/screen), capturing view-level context and engagement;
snowplow_unified_sessions aggregates all activity within a visit into one row per session, rolling up view and event behaviors into session metrics;
snowplow_unified_users aggregates sessions into one row per user, providing user traits and lifetime/rolling metrics, including optional identity stitching (e.g., stitched_user_id) across devices and login states.
Together, these tables replace repeated event-level aggregation with consistent, governed definitions and cost-efficient incremental models, making behavioral analysis and AI consumption simpler and more trustworthy.
Value notes:
- Snowplow-generated identifiers (pageview id, domain user id, session id) are UUIDs - examples: 00112233-4455-6677-8899-aabbccddeeff, 00000000-1111-2222-3333-444455556666
- Company's internal userid might be anything the company defines.
- Timestamp columns follow ISO-8601-style datetime format: yyyy-MM-dd'T'HH:mm:ss.SSSZ - examples: 2025-01-01T10:10:10.010+0000, 2025-01-01T20:32:45.276+0000
{{YOUR_BUSINESS_DESCRIPTION_HERE}} Example Co is a company established in 2000. Key industry is A. Key products are A, B, C. Company uses Snowplow to track web behaviour on these company's websites:
- your_app -- https://example.com -- Example Co's main website. Example Co is a company that sells A, B, C and uses this website as an e-commerce platform.
- your_app_support -- https://support.example.com -- Example Co's support website. Example Co uses Support website to help customers use their products.