Json happens to be the self-describing interchange format that's well known and generally accepted. It's the payload of most tracking cookies (which are the pri

Json happens to be the self-describing interchange format that's well known and generally accepted. It's the payload of most tracking cookies (which are the primary type of data we ingest); You don't need any transformation on the ingest tier; Just POST, validate, dump to logfile. We also support CSV and apache logs, but JSON is what works for customers.