TW 季度募款報表 — 多期間版（BigQuery）

① Leads / Call Case（conversion_funnel，逐月 × UTM + lead_type）

-- ① Leads / Call Case（conversion_funnel）— 逐月 × UTM 分桶 + lead_type 兩版本
WITH base AS (
  SELECT
    FORMAT_DATE('%Y-%m', SAFE.PARSE_DATE('%Y-%m-%d', pet_signup_date)) AS ym,
    cm_id, (casenumber IS NOT NULL) AS has_case, lead_type AS lt,
    CASE
      WHEN LOWER(utm_medium) IS NULL OR LOWER(utm_medium)='' THEN 'Other'
      WHEN LOWER(utm_medium)='offline' THEN 'Offline'
      WHEN LOWER(utm_medium) LIKE '%wv+engager%' THEN 'Other'
      WHEN LOWER(utm_medium) LIKE 'socialpaid%' OR LOWER(utm_medium) LIKE 'pmax%'
        OR LOWER(utm_medium) LIKE 'adwords%'
        OR LOWER(utm_medium) IN ('ppc','cpc','paid_social','paid') THEN 'Paid'
      ELSE 'Other' END AS bucket
  FROM `gpea-data.report_table.conversion_funnel`
  WHERE market='Taiwan' AND comparison='Actual'
    AND SAFE.PARSE_DATE('%Y-%m-%d', pet_signup_date) >= '2025-01-01'
    AND SAFE.PARSE_DATE('%Y-%m-%d', pet_signup_date) <  '2026-06-01'
)
SELECT ym,
  COUNT(DISTINCT IF(bucket='Paid',    cm_id, NULL)) AS leads_utm_paid,
  COUNT(DISTINCT IF(bucket='Other',   cm_id, NULL)) AS leads_utm_other,
  COUNT(DISTINCT IF(bucket='Offline', cm_id, NULL)) AS leads_utm_offline,
  COUNT(DISTINCT IF(lt='Paid',        cm_id, NULL)) AS leads_lt_paid,
  COUNT(DISTINCT IF(lt='Organic',     cm_id, NULL)) AS leads_lt_organic,
  COUNT(DISTINCT IF(has_case AND bucket='Paid',    cm_id, NULL)) AS case_utm_paid,
  COUNT(DISTINCT IF(has_case AND bucket='Other',   cm_id, NULL)) AS case_utm_other,
  COUNT(DISTINCT IF(has_case AND bucket='Offline', cm_id, NULL)) AS case_utm_offline,
  COUNT(DISTINCT IF(has_case AND lt='Paid',        cm_id, NULL)) AS case_lt_paid,
  COUNT(DISTINCT IF(has_case AND lt='Organic',     cm_id, NULL)) AS case_lt_organic
FROM base GROUP BY ym ORDER BY ym;
-- 季度 = 該季三個月相加（每筆 CampaignMember 只有一個 pet_signup_date，故相加即精確去重）。

② Daisy Chain + New RG/SG + TTL CVR 聯集（web_performance，逐月）

-- ② Daisy Chain RG/SG + New RG/SG + TTL CVR 聯集（web_performance）— 逐月
WITH base AS (
  SELECT
    FORMAT_DATE('%Y-%m', SAFE.PARSE_DATE('%Y-%m-%d', signup_date)) AS ym, type,
    (theme LIKE '%petition%' OR theme LIKE '%thankyou%') AS is_dc,
    (past_donation_type IS NULL OR past_donation_type='') AS is_new,   -- Donor Type=New（終身首捐）
    CASE
      WHEN LOWER(utm_medium) IS NULL OR LOWER(utm_medium)='' THEN 'Other'
      WHEN LOWER(utm_medium)='offline' THEN 'Offline'
      WHEN LOWER(utm_medium) LIKE '%wv+engager%' THEN 'Other'
      WHEN LOWER(utm_medium) LIKE 'socialpaid%' OR LOWER(utm_medium) LIKE 'pmax%'
        OR LOWER(utm_medium) LIKE 'adwords%'
        OR LOWER(utm_medium) IN ('ppc','cpc','paid_social','paid') THEN 'Paid'
      ELSE 'Other' END AS bucket
  FROM `gpea-data.report_table.web_performance`
  WHERE market='Taiwan'
    AND SAFE.PARSE_DATE('%Y-%m-%d', signup_date) >= '2025-01-01'
    AND SAFE.PARSE_DATE('%Y-%m-%d', signup_date) <  '2026-06-01'
)
SELECT ym, bucket,
  COUNTIF(is_dc  AND type='Regular') AS dc_rg,
  COUNTIF(is_dc  AND type='Oneoff')  AS dc_sg,
  COUNTIF(is_new AND type='Regular') AS new_rg,
  COUNTIF(is_new AND type='Oneoff')  AS new_sg,
  COUNTIF(is_dc OR is_new)           AS union_dc_new   -- TTL Giving CVR 分子
FROM base GROUP BY ym, bucket ORDER BY ym, bucket;
-- TTL Giving CVR = union_dc_new ÷ Leads(同桶，查詢①的 bucket by UTMMedium)；Eligible = Call Case ÷ Leads（同桶）。

③ Petition Page Views（GA4，非 SQL）

透過 GA4 Data API（analytics-mcp）查詢：property 251984551；維度 yearMonth + sessionMedium、指標 sessions；篩 pagePath 含 petition、排除 test-/nd-test/preview-；再用相同 bucketUtm 規則把 sessionMedium 分成 Paid / Other / Offline。季＝該季三個月 sessions 相加。