Dev Team Seminar @StyleShare

1. Building Funnels
with Google BigQuery
@devxoul

2. Human

3. 100 view
200 click
300 view
400 click
500 click
600 buy

4. 100 view
200 click
300 view
400 click
500 click
600 buy

5. 100 view
200 click
300 view
400 click
500 click
600 buy

6. 100 view
200 click
300 view
400 click
500 click
600 buy

7. view 2
click 2
buy 1

8. Computer

9. time view click buy
100 100
200 200
300 300
400 400
500 500
600 600

10. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600

11. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600

12. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600
origin next next

13. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600
<
origin next next

14. time view click buy
100 100
200 100 200
300 300
400 300 400
500 300 500
600 300 500 600
origin next next

15. time view click buy
100 100
200 100 200
300 300
400 300 400
500 300 500
600 300 500 600
origin next next

16. time view click buy
100 100
200 100 100
300 300
400 300 300
500 300 300
600 300 300 300
origin next next

17. time view click buy
100 100
200 100 100
300 300
400 300 300
500 300 300
600 300 300 300

18. time view click buy
100 100
200 100 100
300 300
400 300 300
500 300 300
600 300 300 300
100
300
100
300
300

19. view 2
click 2
buy 1

20. Query

21. 100 view
200 click
300 view
400 click
500 click
600 buy
Before (1)

22. time view click buy
100 100
200 200
300 300
400 400
500 500
600 600
After (1)

23. Query (1)
#standardSQL
SELECT
time,
(CASE event WHEN "view" THEN time END) AS view,
(CASE event WHEN "click" THEN time END) AS click,
(CASE event WHEN "buy" THEN time END)AS buy
FROM
events

24. time view click buy
100 100
200 200
300 300
400 400
500 500
600 600
Before (2)

25. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600
After (2)

26. #standardSQL
SELECT
LAST_VALUE(view) OVER (ORDER BY time) AS view,
LAST_VALUE(click) OVER (ORDER BY time) AS click,
LAST_VALUE(buy) OVER (ORDER BY time) AS buy
FROM
query_1_result
⚠ Query (2)

27. time view click buy
100 100
200 200
300 300
400 400
500 500
600 600
⚠ Query (2)

28. time view click buy
100 100 NULL NULL
200 200
300 300
400 400
500 500
600 600
⚠ Query (2)

29. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300
400 400
500 500
600 600
⚠ Query (2)

30. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300 NULL NULL
400 400
500 500
600 600
⚠ Query (2)

31. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300 NULL NULL
400 NULL 400 NULL
500 500
600 600
⚠ Query (2)

32. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300 NULL NULL
400 NULL 400 NULL
500 NULL 500 NULL
600 600
⚠ Query (2)

33. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300 NULL NULL
400 NULL 400 NULL
500 NULL 500 NULL
600 NULL NULL 600
⚠ Query (2)

34. time view click buy
100 100 NULL NULL
200 NULL 200 NULL
300 300 NULL NULL
400 NULL 400 NULL
500 NULL 500 NULL
600 NULL NULL 600
⚠ Query (2)

35. #standardSQL
SELECT
LAST_VALUE(view IGNORE NULLS) OVER (ORDER BY time) AS view,
LAST_VALUE(click IGNORE NULLS) OVER (ORDER BY time) AS click,
LAST_VALUE(buy IGNORE NULLS) OVER (ORDER BY time) AS buy
FROM
query_1_result
✅ Query (2)

36. time view click buy
100 100
200 200
300 300
400 400
500 500
600 600
✅ Query (2)

37. time view click buy
100 100 NULL NULL
200 200
300 300
400 400
500 500
600 600
✅ Query (2)

38. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300
400 400
500 500
600 600
✅ Query (2)

39. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300 200 NULL
400 400
500 500
600 600
✅ Query (2)

40. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300 200 NULL
400 300 400 NULL
500 500
600 600
✅ Query (2)

41. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300 200 NULL
400 300 400 NULL
500 300 500 NULL
600 600
✅ Query (2)

42. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300 200 NULL
400 300 400 NULL
500 300 500 NULL
600 300 500 600
✅ Query (2)

43. time view click buy
100 100 NULL NULL
200 100 200 NULL
300 300 200 NULL
400 300 400 NULL
500 300 500 NULL
600 300 500 600
✅ Query (2)

44. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600
Before (3)

45. time view click buy
100 100
200 100 200
300 300 200
400 300 400
500 300 500
600 300 500 600
<
After (3)

46. #standardSQL
SELECT
view,
(CASE WHEN view < click THEN click END) AS click,
(CASE WHEN click < buy THEN buy END) AS buy
FROM query_2_result
Query (3)

47. time view click buy
100 100
200 100 200
300 300
400 300 400
500 300 500
600 300 500 600
Before (4)

48. time view click buy
100 100
200 100 100
300 300
400 300 300
500 300 300
600 300 300 300
After (4)

49. #standardSQL
SELECT
(CASE WHEN view IS NOT NULL THEN view END) AS view,
(CASE WHEN click IS NOT NULL THEN view END) AS click,
(CASE WHEN buy IS NOT NULL THEN view END) AS buy
FROM query_3_result
Query (4)

50. time view click buy
100 100
200 100 100
300 300
400 300 300
500 300 300
600 300 300 300
Before (5)

51. view 2
click 2
buy 1
After (5)

52. #standardSQL
SELECT
"view" AS step,
COUNT(DISTINCT view) AS count
FROM query_4_result
UNION ALL
SELECT "click", COUNT(DISTINCT click)
FROM query_4_result
UNION ALL
SELECT "buy", COUNT(DISTINCT buy)
FROM query_4_result
Query (4)

53. Real World

54. user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600

55. user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600

56. user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600

57. view 2
click 2 1
buy 1

58. #standardSQL
SELECT
LAST_VALUE(view IGNORE NULLS) OVER (ORDER BY time) AS view,
LAST_VALUE(click IGNORE NULLS) OVER (ORDER BY time) AS click,
LAST_VALUE(buy IGNORE NULLS) OVER (ORDER BY time) AS buy
FROM
query_1_result
Back to Query (2)

59. user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600
Before (2)

60. user time view click buy
A 100 100
B 200 100 200
B 300 300 200
A 400 300 400
A 500 300 500
A 600 300 500 600
⚠ After (2)

61. user time view click buy
A 100 100
B 200 200
B 300 300 200
A 400 100 400
A 500 100 500
A 600 100 500 600
✅ After (2)

62. #standardSQL
SELECT
LAST_VALUE(view IGNORE NULLS)
OVER (PARTITION BY user ORDER BY time) AS view,
LAST_VALUE(click IGNORE NULLS)
OVER (PARTITION BY user ORDER BY time) AS click,
LAST_VALUE(buy IGNORE NULLS)
OVER (PARTITION BY user ORDER BY time) AS buy
FROM
query_1_result
✅ Query (2)

63. user time view click buy
A 100 100
A 400 400
A 500 500
A 600 600
PARTITION BY user
user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600 user time view click buy
B 200 200
B 300 300

64. user time view click buy
A 100 100
A 400 100 400
A 500 100 500
A 600 100 500 600
LAST_VALUE & PARTITION BY
user time view click buy
A 100 100
B 200 200
B 300 300
A 400 400
A 500 500
A 600 600 user time view click buy
B 200 200
B 300 300 200

65. user time view click buy
A 100 100
A 400 100 400
A 500 100 500
A 600 100 500 600
user time view click buy
B 200 200
B 300 300 200
user time view click buy
A 100 100
B 200 200
B 300 300 200
A 400 100 400
A 500 100 500
A 600 100 500 600
LAST_VALUE & PARTITION BY

66. user time view click buy
A 100 100
B 200 200
B 300 300 200
A 400 100 400
A 500 100 500
A 600 100 500 600

67. user time view click buy
A 100 100
B 200 200
B 300 300 200
A 400 100 400
A 500 100 500
A 600 100 500 600
<
<

68. user time view click buy
A 100 100
B 200
B 300 300
A 400 100 400
A 500 100 500
A 600 100 500 600

69. user time view click buy
A 100 100
B 200
B 300 300
A 400 100 100
A 500 100 100
A 600 100 100 100

70. user time view click buy
A 100 100
B 200
B 300 300
A 400 100 100
A 500 100 100
A 600 100 100 100

71. user time view click buy
A 100 100
B 200
B 300 300
A 400 100 100
A 500 100 100
A 600 100 100 100

72. user time view click buy
A 100 100
B 200
B 300 300
A 400 100 100
A 500 100 100
A 600 100 100 100
100
300
100 100

73. view 2
click 1
buy 1

74. Thank you
Complete Query: https://git.io/vpzbF