If it were up to me, I would create a schema for each metric and then if you need all on one page, create some nice /client/client_id/metrics/all route. Althou

If it were up to me, I would create a schema for each metric and then if you need all on one page, create some nice /client/client_id/metrics/all route. Although if you're dealing with metrics, you probably want to have a good defined model of your data (schema), because statisticians want to know what they have to work with, and saying, "bunch 'o JSON" is not acceptable. Plus there's things like null values to deal with. Yuk. For my startup, we find the common denominator of social media data. For example, a tweet is very unique so it's itself. But then there's more generic types like photos. So then we look at photo services like flickr and instagram. We then evaluate the data available and look for common denominators again to hone in on as much similar data as possible. The result is a model of photo data from a wide range of sources, but are now unified. We could have just used instagram json and flickr json and tossed in the db, but because we defined a schema/ models to get data from, we can sleep soundly knowing the data we send to the frontend is fast and always valid.