The Creatives table tracks advertising creative performance at the asset level, including images, videos, and ad copy. One row per asset per ad per day; assets reused across multiple ads produce multiple rows.

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Table Guide
What You Can Answer With This Table

Which creatives drive the most engagement? — use clicks, impressions, asset_id

Which video creatives have the strongest watch-through rates? — use asset_type, video_p100_watched, thruplays

Which creatives score best on creative effectiveness? — use hook_score, click_score, convert_score

Before You Query

Required fields: event_date and asset_type

asset_type must be set to exactly one of: image, video, copy. You cannot query across asset types in a single query.

Key Relationships

Table Join Key Use This Join To
Pixel Joined ad_id Compare creative assets by attributed revenue and ROAS
Ads ad_id Explain creative performance with campaign, ad set, and targeting context

When to Use a Different Table

Use Ads table when you need campaign, ad set, or ad-level platform metrics without per-creative breakdown. The Creatives table is for creative asset-level performance.

Use Pixel Joined table when you need attributed revenue or ROAS by channel, campaign, ad set, or ad. The Creatives table is for creative asset-level performance.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Pixel Joined	`ad_id`	Compare creative assets by attributed revenue and ROAS
Ads	`ad_id`	Explain creative performance with campaign, ad set, and targeting context

Dimensions

Dimensions are immutable properties that can be used for grouping data.

Title	ID	Type	Description
Event Date	`event_date`	date	The date the ad was run. Based on the shop time zone at the moment of the event (or the user time zone, if no sales platform is connected).
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`, `carousel`, `link`, `VIDEO`, `GRAPHIC` Currently available for Meta and Axon.
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`. Possible values: `Total Impact`, `Triple Attribution`, `Triple Attribution + Views`, `Clicks & Views`, `Linear All`, `Linear Paid`, `First Click`, `Last Click`
Shop ID	`shop_id`	string	The unique ID of the shop (often corresponds to the shop domain). Can be used to group or filter data by shop in multi-store reports. Example values: `example-US.myshopify.com`, `example-EU.myshopify.com`
Shop Name	`shop_name`	string	The name of the shop. Can be used to group or filter data by shop in multi-store reports. Example values: `example-US`, `example-EU`
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`

Measures

Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.

Title	ID	Type	Description
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 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. Learn how Triple Whale classifies new/returning customers.
Pixel New Customer Conversion Value	`new_customer_order_revenue`	numeric	Pixel-reported conversion value (order revenue) derived from New Customers. Learn how Triple Whale classifies new/returning customers.
Pixel New Customer Purchases	`new_customer_orders`	numeric	Number of Pixel-reported orders placed by New Customers. Learn how Triple Whale classifies new/returning customers.
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 shipping, taxes, and discounts (before refunds). Order Revenue = Gross Sales + Shipping + Taxes − Discounts
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.

Derived

Derived fields are metrics that are pre-calculated using multiple measures or advanced formulas.

Title	ID	Type	Description
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. Pixel NCPA = Blended Ad Spend / Number of New Customer Orders Learn how Triple Whale classifies new/returning customers.
Pixel New Customer ROAS	`new_customer_roas`	formula	Revenue from new customers relative to ad spend. Pixel NC ROAS = New Customer Pixel Conversion Value / Ad Spend Learn how Triple Whale classifies new/returning customers.
Pixel New Customers Percent	`new_customers_percent`	formula	The percentage of Pixel-reported purchases made by new customers. Pixel New Customers % = Number of New Customer Pixel Purchases / Total Pixel Purchases Learn how Triple Whale classifies new/returning customers.
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. Pixel NC AOV = New Customer Pixel Conversion Value / Number of New Customer Pixel Purchases Learn how Triple Whale classifies new/returning customers.
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. Learn how Triple Whale classifies new/returning customers.
Pixel Returning Customer Revenue	`returning_customer_revenue`	formula	Pixel-reported conversion value (order revenue) derived from Returning Customers. Learn how Triple Whale classifies new/returning customers.
Pixel Returning Customers Percent	`returning_customers_percent`	formula	The percentage of Pixel-reported purchases made by Returning Customers. Pixel New Customers % = Number of Returning Customer Pixel Purchases / Total Pixel Purchases Learn how Triple Whale classifies new/returning customers.