Universal Google Analytics 360 Raw Data Export format

Marfeel provides a Raw Data Export fully compatible with the Universal Google Analytics 360 format. This compatibility makes the transition seamless for teams already familiar with the GA360 schema, before upgrading to a more comprehensive dataset with advanced metrics. If your export uses custom variables mapped to GA360 dimension IDs, those fields integrate directly into this format.

JSON structure and fields

Each exported file contains multiple JSON documents, one per line, where every document represents a single hit. The example below is a prettified version of one such line for readability.

Top-level fields include date, device, hits, totals, geoNetwork, trafficSource, visitId, clientId, visitStartTime, and channelGrouping.

Example file

{
    "date": "20251001",
    "device": {
        "browserVersion": "140.0.0.0",
        "browser": "Chrome",
        "isMobile": false,
        "deviceCategory": "mobile",
        "operatingSystem": "Android",
        "javaEnabled": true,
        "flashVersion": ""
    },
    "hits": [
        {
            "appInfo": {
                "screenDepth": 15,
                "landingScreenName": "www.site.com/path/to/article",
                "exitScreenName": "www.site.com/path/to/article",
                "screenName": "www.site.com/path/to/article"
            },
            "social": {
                "hasSocialSourceReferral": "Yes",
                "socialNetwork": "aspa"
            },
            "minute": 59,
            "referer": "https://www.referrer.com/path",
            "page": {
                "pagePathLevel3": "/",
                "pagePathLevel2": "/to/",
                "pagePathLevel1": "/path/",
                "hostname": "www.lavanguardia.com",
                "pagePath": "/path/to/article",
                "pageTitle": "Title of the page"
            },
            "hour": 23,
            "isEntrance": false,
            "dataSource": "web"
        }
    ],
    "totals": {
        "newVisits": 1
    },
    "geoNetwork": {
        "country": "Chile",
        "region": "Santiago Metropolitan",
        "city": "San Bernardo",
        "continent": "South America",
        "networkDomain": "Pacifico Cable SPA."
    },
    "trafficSource": {
        "campaign": "",
        "keyword": "",
        "medium": "(not set)",
        "referralPath": "/path"
    },
    "visitId": 175927678,
    "clientId": "254771a0-ec64-5242-9963-22b6c7ae076",
    "visitStartTime": 1759276761,
    "channelGrouping": "(not set)"
}

The file is composed of multiple JSON documents, each representing one hit and formatted in a single line. The example above is a prettified representation of one of those lines to ease readability.

What does the Universal Google Analytics 360 Raw Data Export contain?

Each export file contains multiple JSON documents per line, each representing one hit. Fields include device information (browser, OS, device category), hit details (page path, referrer, social data), geographic network data (country, region, city), and traffic source attributes (campaign, medium, keyword).

How is the Raw Data Export file structured?

The file is composed of multiple JSON documents, each formatted as a single line. Each document represents one hit and includes top-level objects for date, device, hits, totals, geoNetwork, trafficSource, visitId, clientId, visitStartTime, and channelGrouping.

Can I upgrade from the Universal Google Analytics 360 format to a more advanced export?

Yes. Marfeel offers the 2025 Raw Data Exports format with a more comprehensive dataset and advanced metrics. The Universal Google Analytics 360 format provides a seamless transition path before upgrading.