Event Date

event_date

date

The date the ad was run. Based on the time zone of the shop at the moment the event occurred.

Event Day

event_date.day

date

The day on which the event occurred. Derived from event_date.

Event Week

event_date.week

date

The Sunday of the week during which the event occurred. Derived from event_date.

Event Month

event_date.month

date

The month during which the event occurred. Derived from event_date.

Event Quarter

event_date.quarter

date

The first month of the quarter during which the event occurred. Derived from event_date.

Event Year

event_date.year

date

The year during which the event occurred. Derived from event_date.

Ad Copy

ad_copy

string

The full text (copy) of the ad.

Ad ID

ad_id

string

The unique ID of the ad associated with the creative asset.

Example value: 220227808044480670

Ad Image URL

ad_image_url

string

The URL of the ad image.

Example value: https://www.example.com/ad-image.jpg

Ad Title

ad_title

string

The external, published title that viewers see when the ad is served.

Example values: UP TO 50% OFF, The Hype Is Real, Trusted by 4 Million+ Women Worldwide

Ad Type

ad_type

string

The format of the ad.

Example values: video, image, copy

Asset ID

asset_id

string

The unique ID of the asset used in the ad.

Asset Type

asset_type

string

The type of asset used in the ad.

Must be set to exactly one of: image, video, copy

Attribution Window

attribution_window

string

The time frame for attributing conversions to the ad. By default lifetime.

Example values: 1_day, 7_days, 14_days, 28_days, lifetime

Channel

channel

string

The platform through which the ad was delivered.

Example values: facebook-ads, google-ads, tiktok-ads

Creative CTA Type

creative_cta_type

string

The type of call-to-action (CTA) used in the ad.

Example values: Shop Now, Learn More, Sign Up

Creative Distribution Format

creative_distribution_format

string

The ad creative distribution format.

Example values: Standard Ad, Dynamic Creative Ad, Unknown

Creative Format

creative_format

string

The format of the ad creative.

Example values: SHARE, VIDEO

Creative ID

creative_id

string

The unique identifier assigned to the creative asset by the ad platform.

Example value: 1326015151986179

Attribution Model

model

string

The attribution model used. By default Triple Attribution.

Example values: Triple Attribution, Last Click, First Click, Linear All, Total Impact, Triple Attribution + Views, Linear Paid

Video Duration

video_duration

string

The length of the video ad.

Video URL

video_url

string

The URL of the ad video.

Example value: https://www.youtube.com/embed/example

Video URL Iframe

video_url_iframe

string

The iframe embed code for displaying the video ad within a web page or app.

Example value: https://www.facebook.com/plugins/ video.phpwidth=1080&href=https:// www.facebook.com/123456789/videos/987654321

Channel-Reported Conversion Value

channel_reported_conversion_value

numeric

Revenue generated from channel-reported conversions (purchases).

Channel-Reported Conversions (Purchases)

channel_reported_conversions

numeric

Number of channel-reported conversions (purchases).

Clicks

clicks

numeric

Number of channel-reported clicks.

Pixel Cost of Goods

cogs

numeric

The cost of goods for Pixel-reported purchases within the selected time frame (before refunds).

Imported from the main sales platform, or edit these in Cost Settings > Cost of Goods.

Note that COGS for Pixel data is set at attribution time and does not get updated subsequently, so may vary from COGS data in the Orders table.

Impressions

impressions

numeric

Number of channel-reported impressions.

Pixel New Customer Cost of Goods

new_customer_cogs

numeric

The cost of goods for Pixel-reported purchases by new customers within the selected time frame (before refunds).

Imported from the main sales platform, or edit these in Cost Settings > Cost of Goods.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies. Also note that COGS for Pixel data is set at attribution time and does not get updated subsequently, so may vary from COGS data in the Orders table.

Pixel New Customer Conversion Value

new_customer_order_revenue

numeric

Pixel-reported conversion value (order revenue) derived from New Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel New Customer Purchases

new_customer_orders

numeric

Number of Pixel-reported orders placed by New Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Ads

number_of_ads

numeric

Total number of ads containing the creative asset.

One-Day Click Comments

one_day_click_comments

numeric

Number of comments within one day of clicking the ad.

One-Day Click Likes

one_day_click_likes

numeric

Number of likes within one day of clicking the ad.

One-Day Click Reactions

one_day_click_reactions

numeric

Number of reactions within one day of clicking the ad.

One-Day Click Shares

one_day_click_shares

numeric

Number of shares within one day of clicking the ad.

One-Day View Conversion Value

one_day_view_conversion_value

numeric

The total value of channel-reported conversions (purchases) made within one day of viewing the ad.

One-Day View Conversions (Purchases)

one_day_view_purchases

numeric

The total number of channel-reported conversions (purchases) made within one day of viewing the ad.

Onsite Conversions (Purchases)

onsite_purchases

numeric

Number of channel-reported conversions (purchases) made on the ad channel shop (e.g. Meta Shop, TikTok Shop).

Pixel Conversion Value (CV)

order_revenue

numeric

Pixel-reported conversion value (order revenue), after adjustments such as discounts, shipping, fees, and taxes (but before refunds).

Order Revenue = Gross Sales - Discounts + Shipping + Tax

Pixel Purchases

orders_quantity

numeric

The total number of Pixel-reported purchases (orders) within the selected timeframe.

Note: This value is calculated based on the attribution model, and may be a fractional number.

Outbound Clicks

outbound_clicks

numeric

Number of channel-reported outbound clicks.

Seven-Day Click Comments

seven_day_click_comments

numeric

Number of comments within seven days of clicking the ad.

Seven-Day Click Likes

seven_day_click_likes

numeric

Number of likes within seven days of clicking the ad.

Seven-Day Click Reactions

seven_day_click_reactions

numeric

Number of reactions within seven days of clicking the ad.

Seven-Day Click Shares

seven_day_click_shares

numeric

Number of shares within seven days of clicking the ad.

Ad Spend

spend

numeric

Channel-reported ad spend, excluding any custom expenses marked as ad spend.

Total Video View

total_video_view

numeric

The number of times a video ad was viewed for any amount of time.

Video 100% Watched

video_p100_watched

numeric

The number of times a video ad was watched for 100% of the video.

Video 25% Watched

video_p25_watched

numeric

The number of times a video ad was watched for 25% of the video.

Video 50% Watched

video_p50_watched

numeric

The number of times a video ad was watched for 50% of the video.

Video 75% Watched

video_p75_watched

numeric

The number of times a video ad was watched for 75% of the video.

Video 95% Watched

video_p95_watched

numeric

The number of times a video ad was watched for 95% of the video.

Channel-Reported AOV

channel_reported_aov

formula

The average order value as reported by the advertising channel.

Channel-Reported AOV = Channel-Reported Conversion Value / Number of Channel-Reported Conversions

Channel-Reported Cost Per Acquisition

channel_reported_cpa

formula

The cost to acquire a single conversion, as reported by the channel.

Channel-Reported CPA = Ad Spend / Number of Channel-Reported Conversions

Channel-Reported Return on Ad Spend

channel_reported_roas

formula

Revenue generated per dollar spent on ads, as reported by the channel.

Channel-Reported ROAS = Channel-Reported Conversion Value / Ad Spend

Cost Per Click (CPC)

cpc

formula

The average cost for each ad click.

Cost Per Click (CPC) = Ad Spend / Clicks

Cost Per Mille (CPM)

cpm

formula

The cost for 1,000 ad impressions.

Cost Per Mille (CPM) = Ad Spend / Impressions x 1000

Click-Through Rate

ctr

formula

The percentage of impressions that result in a click.

Click-Through Rate (CTR) = Clicks / Impressions

Pixel New Customer Cost Per Acquisition

ncpa

formula

The cost to acquire a new customer, as reported by Pixel.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel NCPA = Blended Ad Spend / Number of New Customer Orders

Pixel New Customer ROAS

ncroas

formula

Revenue from new customers relative to ad spend.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel NC ROAS = New Customer Pixel Conversion Value / Ad Spend

Pixel New Customers Percent

new_customers_percent

formula

The percentage of Pixel-reported purchases made by new customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel New Customers % = Number of New Customer Pixel Purchases / Total Pixel Purchases

Outbound Click-Through Rate

outbound_ctr

formula

The percentage of impressions that result in outbound clicks.

Outbound CTR = Outbound Clicks / Impressions

Pixel AOV

pixel_aov

formula

The Pixel-reported average order value.

Pixel AOV = Pixel Conversion Value / Number of Pixel Purchases

Pixel Cost Per Acquisition

pixel_cpa

formula

The cost to acquire a purchase as reported by Pixel.

Pixel CPA = Ad Spend / Number of Pixel Purchases

Pixel New Customer Average Order Value

pixel_nc_aov

formula

The average order value for new customers as reported by Pixel.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel NC AOV = New Customer Pixel Conversion Value / Number of New Customer Pixel Purchases

Pixel Profit

pixel_profit

formula

The profit calculated as conversion value (order revenue) minus ad spend and cost of goods, as reported by Pixel.

Pixel Profit = Pixel Conversion Value - Ad Spend - Pixel COGS

Pixel Return on Ad Spend

pixel_roas

formula

Pixel-reported revenue relative to ad spend.

Pixel ROAS = Pixel Conversion Value / Ad Spend

Pixel Returning Customer Purchases

returning_customer_orders

formula

Number of Pixel-reported orders placed by Returning Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel Returning Customer Revenue

returning_customer_revenue

formula

Pixel-reported conversion value (order revenue) derived from Returning Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel Returning Customers Percent

returning_customers_percent

formula

The percentage of Pixel-reported purchases made by Returning Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel New Customers % = Number of Returning Customer Pixel Purchases / Total Pixel Purchases