Indivisible, identifiable, real or abstract, globally unique objects are called entities in the data modeling reign.

If you plan to store them in a relational database, you will create one table for each. In a NoSQL database, one index. In a microservice architecture, there will be a service that owns the entity.

Entities have two types of properties:

  • Immutable: they don’t change after creation
  • Mutable: they change by user or/and system

If you are designing an analytics platform, the first thing you should do is to get familiar with each channel entity model.

You will replicate those models in your system design:

Facebook: Ad Account, Ad Set, Campaign, Ad.

Twitter: Account, Campaign, Line Item (Ad Group), Card, Funding Instrument.

Google: Account, Campaign, Ad Group, Ad Group Criteria.


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Leo Celis