Technical
Marketing Data Lineage Explained
Understanding the flow of marketing data through your systems from source to insight.
Page Metadata
- Meta Title
- Marketing Data Lineage Guide | DataInc.ai
- Meta Description
- Learn how to track and visualize marketing data lineage from ad platforms through your warehouse to dashboards.
- Primary Keywords
- data lineagemarketing data flow
- Secondary Keywords
- data pipelinedata dependenciesimpact analysis
What is Data Lineage?
Definition
Why it matters
Lineage vs documentation
Data lineage tracks how data flows from source systems through transformations to final consumption. Its essential for debugging and impact analysis.
Marketing Lineage Layers
Source platforms
Ingestion pipelines
Transformations
Consumption
Marketing data lineage typically spans ad platforms, ingestion tools, warehouse transformations, and BI dashboards.
Column-Level Lineage
Field transformations
Derived metrics
Aggregation paths
Go beyond table-level lineage to understand how individual fields are created and transformed.
Impact Analysis
Downstream dependencies
Breaking change detection
Risk assessment
Use lineage to understand what breaks when source data changes or pipelines fail.
Lineage Tooling
Approaches to capturing and visualizing lineage in your marketing data stack.