Level 3 - Reading Event Footprints
Level 3 - Reading Event Footprints
Section titled “Level 3 - Reading Event Footprints”Goal: Learn to read event parameters like a “good hunter” (intermediate).
Raw data isn’t “developer shit”—it’s your job.
Overview
Section titled “Overview”This level teaches you to read raw event data fluently.
You’ll learn:
- What an event schema is
- How to recognize traffic sources from parameters
- Multi-dimensional filtering to find winners
By the end, you’ll look at JSON event data and instantly know: “This is Facebook campaign X, ad Y, retargeted via SMS.”
Modules
Section titled “Modules”Module 3.1 - What is an Event Schema?
Section titled “Module 3.1 - What is an Event Schema?”Lessons:
- Lesson 3.1.1: Each event = name + timestamp + user ID + properties + parameters
- Lesson 3.1.2: Parameters are what let us see attribution
- Lesson 3.1.3: Exercise - Pull 5 sample events and label them
Based on: Encyclopedia - Event Schema
Module 3.2 - Recognizing Sources from Footprints
Section titled “Module 3.2 - Recognizing Sources from Footprints”Lessons:
- Lesson 3.2.1: How Facebook, Google, SMS, Email each “look” in parameters
- Lesson 3.2.2: Why surface labels lie (e.g., “google ads” but actually SMS retargeting)
- Lesson 3.2.3: Exercise - Classify events as FB / Google / SMS / Email, identify original vs last touch
Based on: Encyclopedia - Event Schema (Reading Event Footprints) + Encyclopedia - Practical Examples (November 20th Sales Investigation)
Key skill: Look at raw event JSON and determine the TRUE source (not the surface label).
Module 3.3 - Multi-Dimensional Filtering
Section titled “Module 3.3 - Multi-Dimensional Filtering”Lessons:
- Lesson 3.3.1: Filtering by landing page + affid + campaign_id
- Lesson 3.3.2: Why “discount-01 + affid=1000 + campaign 120… = 44% conversion” is gold
- Lesson 3.3.3: Exercise - Find a winner combo in your data
Based on: Encyclopedia - Practical Examples (Multi-Dimensional Filtering)
Key skill: Layer filters to isolate high-performing segments (not just single-dimension analysis).
💡 See Real Example: Funnel with landing page breakdown showing segmentation →
Key Concepts You’ll Learn
Section titled “Key Concepts You’ll Learn”Event Footprints:
- Facebook:
utm_source: fb,campaign_id,ad_id,adset_id,affid: 1000,fbp - Google:
utm_source: google,gclid,g_campaignid - SMS:
sms_campaign,sms_message_id,original_utm_source - Email:
source: email_crm,email_id,original_utm_source
Surface Labels Lie:
- Label: “Google Ads”
- Parameters:
sms_campaign: sms_prospect_nov_20,original_utm_source: google - Reality: SMS retargeting of a Google Ads user
Multi-Dimensional Wins:
- Landing page alone: 5.80% conversion
- Landing page + affid + campaign: 44.21% conversion
- 7.6x better by layering filters
Level 3 Complete
Section titled “Level 3 Complete”After this level, you’ll be able to:
- Read raw event JSON fluently
- Identify traffic sources from parameters (not surface labels)
- Perform multi-dimensional filtering to find campaign winners
- Spot when parameters reveal hidden retargeting
You’re now a “good hunter”—comfortable with ugly data.
Next Steps
Section titled “Next Steps”👉 Continue to Level 4: Level 4 - Cross-Validation & Reality Checks
Now you’ll learn to triangulate data across systems to catch lies.