Besides the campaign and media buy entities, which entity does the search keyword data stream type include?

The search keyword data stream type focuses specifically on capturing and analyzing the keywords that users search for, which allows marketers to evaluate the performance of various campaigns and their effectiveness in driving traffic and conversions. The inclusion of the search keyword entity is crucial because it directly correlates to the keywords that users enter into search engines that eventually lead to the campaigns' performance.

Understanding the behavior of users based on their search terms can provide invaluable insights in terms of optimizing content and improving targeting strategies. This aligns perfectly with the data objectives set within the context of marketing analytics, where the goal is to refine campaign messages and positioning based on real-time search trends.

Entities like message send or web analytics site deal with different aspects of marketing data, such as messaging strategy or website performance metrics, while social elements pertain to social media engagement and interactions. Hence, they do not encompass the specific focus on search keyword analytics that the question seeks to identify.