# Data Mapping Module

It is often a challenge to report on unstructured or hard-to-read Attribution information. That’s why we created the **Data Mapping Module**, to make reporting easier to summarize and zoom in and out of logical details.

## Considerations

* **Fields updated:** The **‘Reporting’** fields based on values in the “Raw” fields
* **Purpose:** Ability to create bucketed hierarchical reporting and clean up values for readability (not for errors)
* **When it runs:** Runs ***continuously*** and ***automatically*** whenever an Engagement is created or an admin changes the mapping configuration
* **Data Risk:** This is ***non-destructive*** since it doesn’t change the underlying values in the “Raw” fields, so users can change their minds as to how the bucketing and clean-up should work (like with formula fields)

***

## Use Cases

Use Data Mapping when the RAW data is correct, but you want to transform it for cleaner, hierarchical reporting.

* **Standardizing display values:** Your RAW data correctly contains "paid-search", "ppc", and "cpc" from different sources, but you want all of these to display as "Paid Search" in your Reporting Medium field for consistent reporting.
* **Improving readability:** Transform technical values like "webinar-reg" into readable labels like "Webinar Registration" without losing the original data.
* **Creating reporting hierarchies for bucketed reporting:**
  * You want to group multiple medium types together, such as mapping "Paid Search", "Paid Social", and "Paid Display" all into a "Paid Media" category, then rolling that up into "Marketing" in reporting.
  * You want to group multiple Engagement Types together, for example, grouping all Engagement Types that start with “Whitepaper” or “Webinar” into an Engagement Type ***Category*** of “Whitepaper” or “Webinar” respectively, allowing reporting on ***kinds*** of Engagement Types and drilling into individual ones.

**Rule of Thumb:** If the RAW data is correct but needs to be transformed for cleaner reporting, use Data Mapping.

***

## Distinction From The Data Correction Module

To understand how and when to use this feature compared to the Data Correction Module, see the [Data Correction Module vs. Data Mapping Module](https://help.integrousanalytics.com/v1/docs/data-correction-module-vs-data-mapping-module) article.

***

## The Data Mapping Process

The Data Mapping Module transforms raw attribution data into standardized, reporting-ready values without modifying the original data.

## Fields Transformed by Data Mapping

Here are the fields that the Data Mapping updates, what they represent, potential values, and where it derives its value in the mapping process.

| Reporting Field                | What it represents                                                                             | Potential Examples (your values are defined in your UTM Taxonomy)           | Where its value is derived from                                           |
| ------------------------------ | ---------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------- | ------------------------------------------------------------------------- |
| **Engagement Type Category**   | Categorization of Engagement Type                                                              | Whitepaper, Webinar, Deal Registration                                      | Engagement Type                                                           |
| **Engagement Type**            | Specific interaction type / CTA                                                                | Whitepaper - 2025 Industry Best Practices, eBook - You Industry for Dummies | RAW ENG TYPE                                                              |
| **Reporting Acquisition Team** | Highest level attribution categorization                                                       | Marketing, Sales, Channel                                                   | Reporting Medium Category                                                 |
| **Reporting Medium Category**  | A level below Reporting Acquisition Team and a level above Reporting Medium                    | Marketing - Paid, Sales - Outbound, Channel - Deal Registration             | Reporting Medium                                                          |
| **Reporting Medium**           | The channel or tactic from which an interaction originated (utm\_medium)                       | Paid Search, Direct, Tradeshow, Content Syndication                         | RAW FC UTM MED for Activations RAW LC UTM MED for Influencing Engagements |
| **Reporting Source**           | The specific property, partner, or platform from which an interaction originated (utm\_source) | Google, Bing, Facebook, RSA Conference, Hubspot                             | RAW FC UTM SRC for Activations RAW LC UTM SRC for Influencing Engagements |
| **Reporting Campaign**         | variable (utm\_campaign)                                                                       | variable                                                                    | RAW FC UTM CMP for Activations RAW LC UTM CMP for Influencing Engagements |
| **Reporting Content**          | variable (utm\_content)                                                                        | variable                                                                    | RAW FC UTM CON for Activations RAW LC UTM CON for Influencing Engagements |
| **Reporting Term**             | variable (utm\_term)                                                                           | variable                                                                    | RAW FC UTM TRM for Activations RAW LC UTM TRM for Influencing Engagements |

{% hint style="info" %}
**Reminder:** *Medium vs. Engagement Type*

For a refresher on this topic, see the [Medium vs. Engagement Type](https://help.integrousanalytics.com/v1/docs/medium-vs-engagement-type) article.
{% endhint %}

## Example Transformation

| RAW Field Value     | Reporting Value           | Medium Category             | Acquisition Team |
| ------------------- | ------------------------- | --------------------------- | ---------------- |
| cpc                 | Paid Search               | Marketing - Paid            | Marketing        |
| google-ads          | Paid Search               | Marketing - Paid            | Marketing        |
| nurture-email       | Nurture Email             | Marketing - Earned          | Marketing        |
| Organic-Social      | Organic Social            | Marketing - Owned           | Marketing        |
| marketing-tradeshow | Marketing Tradeshow       | Marketing - Events          | Marketing        |
| SDR Outbound        | SDR Outbound              | Sales - Outbound            | Sales            |
| Deal Reg            | Channel Deal Registration | Channel - Deal Registration | Channel          |

This approach enables starting with standardized but difficult-to-sort-through data, and translates it into reporting with clear hierarchies and bucketing like this:

![](/files/c5cadd712df357ebd39d32665508ff1dc0f98d8d)

## When Data Mapping Runs

The data mapping process executes automatically:

* When an Engagement record is created
* When any RAW field on an Engagement is updated (including via Data Correction)
* When the daily sync job runs

### Manual Sync

To manually force a sync:

* Navigate to Integrous Admin Settings > Data Mapping
* Click "Sync Now"

## Configuration

To visit the settings in Salesforce, open the Integrous Analytics App → Integrous Admin Settings → Data Mapping.

{% hint style="info" %}
**Note:** The Data Mapping configuration is managed by Integrous Analytics. Contact your Integrous Analytics representative to discuss mapping configuration.
{% endhint %}

## Permissions

Ensure you have the [required permissions](https://help.integrousanalytics.com/v1/docs/admin-console#prerequisites).


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