The Customers table provides customer profiles from sales and email/SMS platforms. One row per customer per platform; a customer on both a sales and email/SMS platform appears in multiple rows. Only customers with a customer_id from a connected platform are included. No Pixel data.

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Table Guide
What You Can Answer With This Table

Who are our customers, and how can we identify or contact them? — use email_address, phone, country

What is a customer’s consent status for email and SMS marketing? — use email_marketing_consent_status, sms_marketing_consent_opt_in_level

Which customers are most valuable? — use amount_spent, orders

Before You Query

This table is not time-series. No event_date filter is needed.

Key Relationships

Table Join Key Use This Join To
Orders customer_id_key Analyze order history and spending behavior for each customer
Pixel Orders customer_id_key Analyze channel and campaign attribution for each customer's orders
Customer Journey customer_id Analyze on-site behavior and purchase paths for known customers
Subscriptions customer_id Analyze subscription status, cadence, and cancellation behavior for each customer
CS Tickets customer_id Analyze support history and satisfaction signals alongside customer profile and value
Customer Segmentation customer_id or email_address to customer_identity Group customer profiles into behavioral cohorts
Customer Segmentation Analytics customer_id or email_address to customer_identity Compare customer profiles with pre-aggregated segment performance
Pixel Custom Conversions email_address to email Connect custom conversion activity to customer profiles and lifecycle value

When to Use a Different Table

Use Customer Journey table when you need customer journeys or on-site event paths. The Customers table is for customer profile and lifetime value data.

Use Customer Segmentation Analytics table when you need segment-level performance metrics. The Customers table is for individual customer profiles, not segment aggregates.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Orders	`customer_id_key`	Analyze order history and spending behavior for each customer
Pixel Orders	`customer_id_key`	Analyze channel and campaign attribution for each customer's orders
Customer Journey	`customer_id`	Analyze on-site behavior and purchase paths for known customers
Subscriptions	`customer_id`	Analyze subscription status, cadence, and cancellation behavior for each customer
CS Tickets	`customer_id`	Analyze support history and satisfaction signals alongside customer profile and value
Customer Segmentation	`customer_id` or `email_address` to `customer_identity`	Group customer profiles into behavioral cohorts
Customer Segmentation Analytics	`customer_id` or `email_address` to `customer_identity`	Compare customer profiles with pre-aggregated segment performance
Pixel Custom Conversions	`email_address` to `email`	Connect custom conversion activity to customer profiles and lifecycle value

Dimensions

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

Title	ID	Type	Description
Address Line 1	`address1`	string	The first line of the customer's default address. Example value: `764 Example Dr.`
Address Line 2	`address2`	string	The second line of the customer's default address. Example value: `Apt. 603`
City	`city`	string	The city of the customer's default address. Example value: `San Francisco`
Coordinates Validated	`coordinates_validated`	boolean	Indicates whether the customer coordinates were successfully validated. Possible values: `true`, `false`
Country	`country`	string	The country of the customer's default address. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Country Code	`country_code`	string	The country code of the customer's default address. See list of countries. Example values: `US`, `CA`, `GB`
Customer Created Date	`created_at`	timestamp	The time at which the customer record was created. Formatted according to the ISO 8601 international standard. Example value: `2019-05-22 21:01:29`
Customer ID	`customer_id`	string	The unique identifier for the customer, assigned by the main sales platform. Example value: `5209503793328`
Customer ID Key	`customer_id_key`	string	Join key for connecting this table to other tables (e.g. Orders or Pixel Orders tables). Contains `customer_id` for Shopify shops and `email_address` for non-Shopify shops (e.g., Amazon, BigCommerce, WooCommerce). Example values: `5209503793328`, `[email protected]`
Customer Tags	`customer_tags`	repeated string	Tags associated with the customer, set in the main sales platform. Example values: `Active Subscriber`, `PayPal_user`, `Login with FB`
Display Name	`display_name`	string	The display name of the customer. Example value: `John Doe`
Email Address	`email_address`	string	The primary email address associated with the customer’s account. Example value: `[email protected]`
Email Marketing Consent Collected From	`email_marketing_consent_collected_from`	string	The source from which the customer's email marketing consent was collected.
Email Marketing Consent Opt-In Level	`email_marketing_consent_opt_in_level`	string	The level of consent provided by the customer for email marketing. Example values: `SINGLE_OPT_IN`, `UNKNOWN`
Email Marketing Consent Status	`email_marketing_consent_status`	string	The current status of the customer's email marketing consent. Example values: `NEVER_SUBSCRIBED`, `NOT_SUBSCRIBED`, `UNSUBSCRIBED`, `SUBSCRIBED`
Email Marketing Consent Updated Date	`email_marketing_consent_updated_at`	timestamp	The time at which the email marketing consent was updated. Formatted according to the ISO 8601 international standard. Example value: `2019-05-22 21:01:29`
First Name	`first_name`	string	The customer's first name. Example value: `John`
Last Name	`last_name`	string	The customer's last name. Example value: `Doe`
Last Order ID	`last_order_id`	string	The ID of the most recent order from the customer, according to the main sales platform. Example value: `4930225799243`
Latitude	`latitude`	string	The latitude associated with the customer's location. Example value: `34.1413713`
Locale	`locale`	string	The locale setting associated with the customer's account. Example values: `en-US`, `en_GB`, `de`
Longitude	`longitude`	string	The longitude associated with the customer's location. Example value: `-118.8639169`
Metafields	`metafields`	record repeated	Custom key–value pairs attached to each customer record, used to store additional structured or unstructured data beyond standard fields.
Metafield ID	`metafields.metafield_id`	string	The unique identifier of the metafield record. Example values: `44187839136031`
Metafield Key	`metafields.key`	string	The unique key of the metafield within its namespace, indicating what data it holds. Example values: `promised_delivery_date`, `zone`, `agree_to_terms`
Metafield Value	`metafields.value`	string	The raw stored value of the metafield. Format depends on the metafield type (e.g., text, date, boolean, JSON). Example values: `2025-11-10`, `true`, `#241194`, `5a`
Metafield Namespace	`metafields.namespace`	string	Logical grouping used to organize metafields by source or purpose. Example values: `custom`, `klaviyo`, `checkoutblocks`
Metafield Type	`metafields.type`	string	The data type of the metafield value (e.g., text, date, boolean, JSON, reference). Example values: `date`, `boolean`, `json`, `single_line_text_field`, `customer_reference`
Metafield Updated Date	`metafields.updated_at`	timestamp	When the metafield was last updated, in shop time zone. Example value: `2025-10-21 07:08:01`
Metafield Created Date	`metafields.created_at`	timestamp	When the metafield was first created, in shop time zone. Example value: `2025-10-21 07:08:01`
Note	`note`	string	Note attached to the customer profile.
Phone	`phone`	string	The customer's phone number. Example value: `18005550199`
Platform	`platform`	string	The platform associated with the customer record. Example values: `shopify`, `klaviyo`
Product Subscriber Status	`product_subscriber_status`	string	The customer's subscription status for products. Example values: `ACTIVE`, `PAUSED`, `CANCELLED`, `NEVER_SUBSCRIBED`
SMS Marketing Consent Collected From	`sms_marketing_consent_collected_from`	string	The source from which the customer's SMS marketing consent was collected.
SMS Marketing Consent Opt-In Level	`sms_marketing_consent_opt_in_level`	string	The level of consent provided by the customer for SMS marketing. Example values: `SINGLE_OPT_IN`, `CONFIRMED_OPT_IN`
SMS Marketing Consent Updated Date	`sms_marketing_consent_updated_at`	timestamp	The time at which the sms marketing consent was updated. Formatted according to the ISO 8601 international standard. Example value: `2019-05-22 21:01:29`
State	`state`	string	The state or province of the customer's default address. Example values: `Oregon`, `British Colombia`, `Michigan`
State Code	`state_code`	string	The state or province code of the customer's default address. Example values: `OR`, `BC`, `MI`
Predicted Spend Tier	`statistic_predicted_spend_tier`	string	A predicted tier for how much the customer is likely to spend. Example values: `LOW`, `MEDIUM`, `HIGH`
Customer Status	`status`	string	The current status of the customer in the system. Example values: `INVITED`, `ENABLED`, `DISABLED`, `UNSUBSCRIBED`, `NEVER_SUBSCRIBED`, `DECLINED`
Tax Exempt	`tax_exempt`	boolean	Indicates whether the customer is exempt from tax. Possible values: `true`, `false`
Valid Email Address	`valid_email_address`	boolean	Whether the email address has passed a validation check. Possible values: `true`, `false`
Verified Email Address	`verified_email_address`	boolean	Whether the email address has been verified by the platform. Possible values: `true`, `false`
Zip/Postal Code	`zip`	string	The zip or postal code of the customer's defaults address. Example values: `48104`, `18235-2239`, `CH25 9BH`

Measures

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

Title	ID	Type	Description
Amount Spent	`amount_spent`	numeric	The total amount spent by the customer.
Orders	`orders`	numeric	The total number of orders placed by the customer.