diff --git a/dbt_project.yml b/dbt_project.yml
index 1005f4a..a743476 100644
--- a/dbt_project.yml
+++ b/dbt_project.yml
@@ -17,10 +17,6 @@ macro-paths: ["macros"]
 snapshot-paths: ["snapshots"]
 
 target-path: "target"
-clean-targets:         
+clean-targets:
     - "target"
     - "dbt_modules"
-
-# Configured for the dbt_activity_schema.logger macro.
-vars:
-    logging_level: INFO
diff --git a/integration_tests/dbt_project.yml b/integration_tests/dbt_project.yml
index 3e25add..5f4df38 100644
--- a/integration_tests/dbt_project.yml
+++ b/integration_tests/dbt_project.yml
@@ -19,29 +19,20 @@ models:
   +materialized: table
 
 vars:
-  running_intergration_tests: true
-  activity_schema_required_column_aliases:
-    ts: ts
-    customer: customer
-    activity: activity
-    activity_occurrence: activity_occurrence
-    activity_repeated_at: activity_repeated_at
-  activity_schema_primary_activity_columns:
+  primary_activity_columns:
+    - activity_id
     - customer
     - ts
-    - activity_occurrence
-    - activity_repeated_at
-    - activity_id
     - activity
     - anonymous_customer_id
     - feature_json
     - revenue_impact
     - link
-  activity_schema_appended_activities_columns:
-    - name: feature_json
-      aggregation: min
-    - name: ts
-      aggregation: min
+    - activity_occurrence
+    - activity_repeated_at
+  appended_activity_columns:
+    - feature_json
+    - ts
 
 seeds:
   dbt_activity_schema_integration_tests:
diff --git a/integration_tests/models/first_after/dataset__first_after_2.sql b/integration_tests/models/first_after/dataset__first_after_2.sql
index 1860e53..8f9eace 100644
--- a/integration_tests/models/first_after/dataset__first_after_2.sql
+++ b/integration_tests/models/first_after/dataset__first_after_2.sql
@@ -3,7 +3,8 @@
         ref("input__first_after"),
         dbt_activity_schema.primary_activity("All","visit page"),
         [
-            dbt_activity_schema.append_activity("first_after", "bought something")
+            dbt_activity_schema.append_activity(
+                "first_after", "bought something")
         ]
     )
 }}
diff --git a/integration_tests/models/first_after/dataset__first_after_3.sql b/integration_tests/models/first_after/dataset__first_after_3.sql
new file mode 100644
index 0000000..ead5147
--- /dev/null
+++ b/integration_tests/models/first_after/dataset__first_after_3.sql
@@ -0,0 +1,14 @@
+{{
+    dbt_activity_schema.dataset(
+        ref("input__first_after"),
+        dbt_activity_schema.primary_activity("All","signed up"),
+        [
+            dbt_activity_schema.append_activity(
+                "first_after",
+                "visit page",
+                ["feature_json", "activity_occurrence", "ts"],
+                feature_json_join_columns=["type"]
+            )
+        ]
+    )
+}}
diff --git a/integration_tests/models/models.yml b/integration_tests/models/models.yml
index 64c6c66..1810fea 100644
--- a/integration_tests/models/models.yml
+++ b/integration_tests/models/models.yml
@@ -12,6 +12,11 @@ models:
       - dbt_utils.equality:
           compare_model: ref("output__first_after_2")
 
+  - name: dataset__first_after_3
+    tests:
+      - dbt_utils.equality:
+          compare_model: ref("output__first_after_3")
+
   - name: dataset__first_before
     tests:
       - dbt_utils.equality:
@@ -31,7 +36,7 @@ models:
     tests:
       - dbt_utils.equality:
           compare_model: ref("output__last_before")
-          
+
   - name: dataset__last_ever
     tests:
       - dbt_utils.equality:
diff --git a/integration_tests/scripts/export_env.sh b/integration_tests/scripts/export_env.sh
new file mode 100644
index 0000000..e4512d9
--- /dev/null
+++ b/integration_tests/scripts/export_env.sh
@@ -0,0 +1,3 @@
+#!/bin/sh
+
+export $(grep -v '^#' .env | xargs)
diff --git a/integration_tests/seeds/first_after/input__first_after.csv b/integration_tests/seeds/first_after/input__first_after.csv
index 9f72ae2..37b72a3 100644
--- a/integration_tests/seeds/first_after/input__first_after.csv
+++ b/integration_tests/seeds/first_after/input__first_after.csv
@@ -1,13 +1,13 @@
 activity_id,ts,customer,activity,anonymous_customer_id,feature_json,revenue_impact,link,activity_occurrence,activity_repeated_at
-2,2022-01-01 22:10:11,1,visit page,,"[{""visited page"": 1}]",0,,1,2022-01-03 22:10:11
-3,2022-01-02 22:10:11,1,signed up,,"[{""signed up"": 1}]",0,,1,
-4,2022-01-03 22:10:11,1,visit page,,"[{""visited page"": 1}]",0,,2,2022-01-04 22:10:11
-5,2022-01-04 22:10:11,1,visit page,,"[{""visited page"": 1}]",0,,3,2022-01-06 22:10:11
-6,2022-01-05 22:10:11,1,bought something,,"[{""bought something"": 1}]",100,,1,
-7,2022-01-06 22:10:11,1,visit page,,"[{""visited page"": 1}]",0,,4,
-8,2022-01-07 22:10:11,7,visit page,,"[{""visited page"": 1}]",0,,1,2022-01-09 22:10:11
-9,2022-01-08 22:10:11,7,signed up,,"[{""signed up"": 1}]",0,,1,
-10,2022-01-09 22:10:11,7,visit page,,"[{""visited page"": 1}]",0,,2,2022-01-10 22:10:11
-11,2022-01-10 22:10:11,7,visit page,,"[{""visited page"": 1}]",0,,3,2022-01-12 22:10:11
-12,2022-01-11 22:10:11,7,bought something,,"[{""bought something"": 1}]",100,,1,
-13,2022-01-12 22:10:11,7,visit page,,"[{""visited page"": 1}]",0,,4,
+2,2022-01-01 22:10:11,1,visit page,,"{""type"": 1}",0,,1,2022-01-03 22:10:11
+3,2022-01-02 22:10:11,1,signed up,,"{""type"": 1}",0,,1,
+4,2022-01-03 22:10:11,1,visit page,,"{""type"": 2}",0,,2,2022-01-04 22:10:11
+5,2022-01-04 22:10:11,1,visit page,,"{""type"": 2}",0,,3,2022-01-06 22:10:11
+6,2022-01-05 22:10:11,1,bought something,,"{""type"": 1}",100,,1,
+7,2022-01-06 22:10:11,1,visit page,,"{""type"": 1}",0,,4,
+8,2022-01-07 22:10:11,7,visit page,,"{""type"": 1}",0,,1,2022-01-09 22:10:11
+9,2022-01-08 22:10:11,7,signed up,,"{""type"": 1}",0,,1,
+10,2022-01-09 22:10:11,7,visit page,,"{""type"": 2}",0,,2,2022-01-10 22:10:11
+11,2022-01-10 22:10:11,7,visit page,,"{""type"": 2}",0,,3,2022-01-12 22:10:11
+12,2022-01-11 22:10:11,7,bought something,,"{""type"": 1}",100,,1,
+13,2022-01-12 22:10:11,7,visit page,,"{""type"": 1}",0,,4,
diff --git a/integration_tests/seeds/first_after/output/output__first_after_1.csv b/integration_tests/seeds/first_after/output/output__first_after_1.csv
index 8c3b49d..90525b0 100644
--- a/integration_tests/seeds/first_after/output/output__first_after_1.csv
+++ b/integration_tests/seeds/first_after/output/output__first_after_1.csv
@@ -1,3 +1,3 @@
 ACTIVITY_ID,CUSTOMER,TS,ACTIVITY,ANONYMOUS_CUSTOMER_ID,FEATURE_JSON,REVENUE_IMPACT,LINK,ACTIVITY_OCCURRENCE,ACTIVITY_REPEATED_AT,FIRST_AFTER_BOUGHT_SOMETHING_FEATURE_JSON,FIRST_AFTER_BOUGHT_SOMETHING_TS
-3,1,2022-01-02 22:10:11.000,signed up,,[{"signed up": 1}],0,,1,,[{"bought something": 1}],2022-01-05 22:10:11.000
-9,7,2022-01-08 22:10:11.000,signed up,,[{"signed up": 1}],0,,1,,[{"bought something": 1}],2022-01-11 22:10:11.000
+3,1,2022-01-02 22:10:11.000,signed up,,{"type": 1},0,,1,,{"type": 1},2022-01-05 22:10:11.000
+9,7,2022-01-08 22:10:11.000,signed up,,{"type": 1},0,,1,,{"type": 1},2022-01-11 22:10:11.000
diff --git a/integration_tests/seeds/first_after/output/output__first_after_2.csv b/integration_tests/seeds/first_after/output/output__first_after_2.csv
index a84c4b3..3a15ea4 100644
--- a/integration_tests/seeds/first_after/output/output__first_after_2.csv
+++ b/integration_tests/seeds/first_after/output/output__first_after_2.csv
@@ -1,9 +1,9 @@
 ACTIVITY_ID,CUSTOMER,TS,ACTIVITY,ANONYMOUS_CUSTOMER_ID,FEATURE_JSON,REVENUE_IMPACT,LINK,ACTIVITY_OCCURRENCE,ACTIVITY_REPEATED_AT,FIRST_AFTER_BOUGHT_SOMETHING_FEATURE_JSON,FIRST_AFTER_BOUGHT_SOMETHING_TS
-8,7,2022-01-07 22:10:11.000,visit page,,[{"visited page": 1}],0,,1,2022-01-09 22:10:11.000,,
-11,7,2022-01-10 22:10:11.000,visit page,,[{"visited page": 1}],0,,3,2022-01-12 22:10:11.000,[{"bought something": 1}],2022-01-11 22:10:11.000
-2,1,2022-01-01 22:10:11.000,visit page,,[{"visited page": 1}],0,,1,2022-01-03 22:10:11.000,,
-10,7,2022-01-09 22:10:11.000,visit page,,[{"visited page": 1}],0,,2,2022-01-10 22:10:11.000,,
-5,1,2022-01-04 22:10:11.000,visit page,,[{"visited page": 1}],0,,3,2022-01-06 22:10:11.000,[{"bought something": 1}],2022-01-05 22:10:11.000
-4,1,2022-01-03 22:10:11.000,visit page,,[{"visited page": 1}],0,,2,2022-01-04 22:10:11.000,,
-7,1,2022-01-06 22:10:11.000,visit page,,[{"visited page": 1}],0,,4,,,
-13,7,2022-01-12 22:10:11.000,visit page,,[{"visited page": 1}],0,,4,,,
+7,1,2022-01-06 22:10:11.000,visit page,,{"type": 1},0,,4,,,
+2,1,2022-01-01 22:10:11.000,visit page,,{"type": 1},0,,1,2022-01-03 22:10:11.000,,
+4,1,2022-01-03 22:10:11.000,visit page,,{"type": 2},0,,2,2022-01-04 22:10:11.000,,
+10,7,2022-01-09 22:10:11.000,visit page,,{"type": 2},0,,2,2022-01-10 22:10:11.000,,
+8,7,2022-01-07 22:10:11.000,visit page,,{"type": 1},0,,1,2022-01-09 22:10:11.000,,
+5,1,2022-01-04 22:10:11.000,visit page,,{"type": 2},0,,3,2022-01-06 22:10:11.000,{"type": 1},2022-01-05 22:10:11.000
+11,7,2022-01-10 22:10:11.000,visit page,,{"type": 2},0,,3,2022-01-12 22:10:11.000,{"type": 1},2022-01-11 22:10:11.000
+13,7,2022-01-12 22:10:11.000,visit page,,{"type": 1},0,,4,,,
diff --git a/integration_tests/seeds/first_after/output/output__first_after_3.csv b/integration_tests/seeds/first_after/output/output__first_after_3.csv
new file mode 100644
index 0000000..f09ac9a
--- /dev/null
+++ b/integration_tests/seeds/first_after/output/output__first_after_3.csv
@@ -0,0 +1,3 @@
+ACTIVITY_ID,CUSTOMER,TS,ACTIVITY,ANONYMOUS_CUSTOMER_ID,FEATURE_JSON,REVENUE_IMPACT,LINK,ACTIVITY_OCCURRENCE,ACTIVITY_REPEATED_AT,FIRST_AFTER_VISIT_PAGE_FEATURE_JSON,FIRST_AFTER_VISIT_PAGE_ACTIVITY_OCCURRENCE,FIRST_AFTER_VISIT_PAGE_TS
+3,1,2022-01-02 22:10:11.000,signed up,,{"type": 1},0,,1,,{"type": 1},4,2022-01-06 22:10:11.000
+9,7,2022-01-08 22:10:11.000,signed up,,{"type": 1},0,,1,,{"type": 1},4,2022-01-12 22:10:11.000
diff --git a/macros/dataclasses/append_activity.sql b/macros/dataclasses/append_activity.sql
index 1b30f26..4409496 100644
--- a/macros/dataclasses/append_activity.sql
+++ b/macros/dataclasses/append_activity.sql
@@ -1,8 +1,9 @@
-{% macro append_activity(relationship_name, activity_name) %}
-	{{ return(adapter.dispatch("append_activity", "dbt_activity_schema")(relationship_name, activity_name))}}
-{% endmacro %}
-
-{% macro default__append_activity(relationship_name, activity_name) %}
+{% macro append_activity(
+    relationship_name,
+    activity_name,
+    override_appended_columns=[],
+    feature_json_join_columns=[]
+) %}
 
 {# An activity to append to the `primary_activity`.
 
@@ -18,11 +19,21 @@ params:
             6. "last_after"
             7. "aggregate_after"
             8. "aggregate_all_ever"
-            
+
     activity_name: str
         The string identifier of the activity in the stream to append (join).
+
+    override_appended_columns: List[str]
+        List of columns to join to the primary activity, defaults to the project var `appended_activity_columns`.
+
+    feature_json_join_columns: List[str]
+        List of additional keys in the feature_json to extract and join on.
 #}
 
+{% set default_appended_activity_columns = dbt_activity_schema.columns().appended_activities %}
+
+{% set columns_to_append = override_appended_columns if override_appended_columns != [] else default_appended_activity_columns %}
+
 {% set relationship_factory = dict(
     first_before = dbt_activity_schema.first_before(),
     first_ever = dbt_activity_schema.first_ever(),
@@ -34,6 +45,8 @@ params:
 
 {% do return(namespace(
     name = activity_name,
+    columns_to_append = columns_to_append,
+    feature_json_join_columns = feature_json_join_columns,
     relationship = relationship_factory[relationship_name]
 
 )) %}
diff --git a/macros/dataclasses/columns.sql b/macros/dataclasses/columns.sql
index 3e6da5c..1e3b23a 100644
--- a/macros/dataclasses/columns.sql
+++ b/macros/dataclasses/columns.sql
@@ -4,68 +4,41 @@
 
 {% macro default__columns() %}
 
-{% set activity_schema_required_column_aliases = var(
-    "activity_schema_required_column_aliases",
+{% set column_names =
     dict(
+        activity_id = "activity_id",
         ts = "ts",
         customer = "customer",
+        anonymous_customer_id = "anonymous_customer_id",
         activity = "activity",
         activity_occurrence = "activity_occurrence",
-        activity_repeated_at = "activity_repeated_at"
+        activity_repeated_at = "activity_repeated_at",
+        feature_json = "feature_json",
+        revenue_impact = "revenue_impact",
+        link = "link"
     )
-) %}
+%}
 
-{% set required_columns = [
-    "ts",
-    "customer",
-    "activity",
-    "activity_occurrence",
-    "activity_repeated_at"
-] %}
+{% do column_names.update(var("override_columns", {})) %}
 
-{% set required_columns_provided = activity_schema_required_column_aliases.keys() | list %}
-{% if required_columns_provided != required_columns %}
-    {% set message %}
-    "Project variable 'activity_schema_required_column_aliases' must contain the following keys: " {{ required_columns }},
-    "Got: " {{ required_columns_provided }}
-    {% endset %}
-    {{ exceptions.raise_compiler_error(message)}}
-{% endif %}
 
-{% set activity_schema_primary_activity_columns = var(
-    "activity_schema_primary_activity_columns",
-    [
-        "activity_id",
-        "activity",
-        "anonymous_customer_id",
-        "feature_json",
-        "revenue_impact",
-        "link"
-    ]
-) %}
+{% set primary_activity_columns = var("primary_activity_columns", column_names.values() | list) %}
 
-{% set activity_schema_appended_activities_columns = var(
-    "activity_schema_appended_activities_columns",
-    [
-        dict(
-            name = "feature_json",
-            aggregation = "min"
-        ),
-        dict(
-            name = "ts",
-            aggregation = "min"
-        )
-    ]
-) %}
+{% set appended_activity_columns = var("appended_activity_columns", column_names.values() | list) %}
 
 {% do return(namespace(
-    ts = activity_schema_required_column_aliases["ts"],
-    customer = activity_schema_required_column_aliases["customer"],
-    activity = activity_schema_required_column_aliases["activity"],
-    activity_occurrence = activity_schema_required_column_aliases["activity_occurrence"],
-    activity_repeated_at = activity_schema_required_column_aliases["activity_repeated_at"],
-    primary_activity = activity_schema_primary_activity_columns,
-    appended_activities = activity_schema_appended_activities_columns
+    activity_id = column_names["activity_id"],
+    ts = column_names["ts"],
+    customer = column_names["customer"],
+    anonymous_customer_id = column_names["anonymous_customer_id"],
+    activity = column_names["activity"],
+    activity_occurrence = column_names["activity_occurrence"],
+    activity_repeated_at = column_names["activity_repeated_at"],
+    feature_json = column_names["feature_json"],
+    revenue_impact = column_names["revenue_impact"],
+    link = column_names["link"],
+    primary_activity = primary_activity_columns,
+    appended_activities = appended_activity_columns
 )) %}
 
 {% endmacro %}
diff --git a/macros/dataset.sql b/macros/dataset.sql
index 82f1072..19b4235 100644
--- a/macros/dataset.sql
+++ b/macros/dataset.sql
@@ -33,6 +33,7 @@ params:
 {% set columns = dbt_activity_schema.columns() %}
 {% set stream = dbt_activity_schema.globals().stream %}
 {% set alias = dbt_activity_schema.alias %}
+{% set json_unpack_key = dbt_activity_schema.json_unpack_key %}
 
 with
 
@@ -43,9 +44,9 @@ join_appended_activities as (
         {% endfor %}
 
         {% for activity in appended_activities %}{% set i = loop.index %}{% set last_outer_loop = loop.last %}
-            {% for col in columns.appended_activities %}
+            {% for col in activity.columns_to_append %}
 
-        stream_{{ i }}.{{ col.name }} as {{ alias(activity, col.name)}}{% if not (last_outer_loop and loop.last) %},{% endif %}
+        stream_{{ i }}.{{ col }} as {{ alias(activity, col) }}{% if not (last_outer_loop and loop.last) %},{% endif %}
 
             {% endfor %}
         {% endfor %}
@@ -58,6 +59,15 @@ join_appended_activities as (
         on (
             stream_{{ i }}.{{ columns.customer }} = stream.{{ columns.customer }}
             and stream_{{ i -}}.{{- columns.activity }} = {{ dbt.string_literal(activity.name) }}
+
+            {% for col in activity.feature_json_join_columns %}
+            {% set _stream_i -%} stream_{{ i }}.{{ columns.feature_json }} {%- endset %}
+            {% set _stream -%} stream.{{ columns.feature_json }} {%- endset %}
+
+            and {{ json_unpack_key(_stream_i, col) }} = {{ json_unpack_key(_stream, col) }}
+
+            {% endfor %}
+
             and {{ activity.relationship.join_clause(i) }}
         )
 
@@ -74,11 +84,11 @@ aggregate_appended_activities as (
         {% endfor %}
 
         {% for activity in appended_activities %}{% set i = loop.index %}{% set last_outer_loop = loop.last %}
-            {% for col in columns.appended_activities %}
+            {% for col in activity.columns_to_append %}
 
         {{ activity.relationship.aggregation_func }}(
-            {{- alias(activity, col.name) -}}
-        ) as {{ alias(activity, col.name)}}{% if not (last_outer_loop and loop.last) %},{% endif %}
+            {{- alias(activity, col) -}}
+        ) as {{ alias(activity, col)}}{% if not (last_outer_loop and loop.last) %},{% endif %}
 
             {% endfor %}
         {% endfor %}
diff --git a/macros/utils/appended_activity_alias.sql b/macros/utils/alias.sql
similarity index 100%
rename from macros/utils/appended_activity_alias.sql
rename to macros/utils/alias.sql
diff --git a/macros/utils/factories/relationship.sql b/macros/utils/factories/relationship.sql
deleted file mode 100644
index 8ce5a28..0000000
--- a/macros/utils/factories/relationship.sql
+++ /dev/null
@@ -1,13 +0,0 @@
-{% macro relationship(option, name, i) %}
-	{{ return(adapter.dispatch("relationship", "dbt_activity_schema")(option, name, i))}}
-{% endmacro %}
-
-{% macro default__relationship(option, name, i) %}
-
-{% set relationship_factory = dict(
-    first_ever=dbt_activity_schema.first_ever(option, i)
-) %}
-
-{% do return(relationship_factory[name]) %}
-
-{% endmacro %}
diff --git a/macros/utils/json_unpack_key.sql b/macros/utils/json_unpack_key.sql
new file mode 100644
index 0000000..69f040b
--- /dev/null
+++ b/macros/utils/json_unpack_key.sql
@@ -0,0 +1,23 @@
+{% macro json_unpack_key(json_col, key) %}
+	{{ return(adapter.dispatch("json_unpack_key", "dbt_activity_schema")(json_col, key))}}
+{% endmacro %}
+
+{# params
+
+key: str
+    The name of the key to unpack from the activity schema feature_json column.
+#}
+
+{% macro default__json_unpack_key(json_col, key) -%}
+
+{% if caller %}
+
+json_extract_path_text({{ caller }})
+
+{% else %}
+
+json_extract_path_text({{ json_col }}, {{dbt.string_literal(key) }})
+
+{% endif %}
+
+{%- endmacro %}