Customers Table

customers_table

The Customers table provides customer profiles from sales and email/SMS platforms. One row per customer. 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

  • What contact info do we have for a customer? — use email_address, phone, first_name, last_name
  • Who are our customers and where are they located? — use city, state, country, zip
  • 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
  • How can we segment customers by tags or status? — use customer_tags, status

Key Relationships

TableJoin KeyWhat the Join Enables
Orderscustomer_id_keyOrder history and spending behavior
Pixel Orderscustomer_id_keyAttribution, campaigns, and on-site activity at the order level
Customer Segmentationcustomer_idEnrich segment membership with profile details (name, email, address, consent)
Customer Segmentation Analyticscustomer_idLink profile details with pre-aggregated metrics around a pinned_event_date

When to Use a Different Table

View the full Triple Whale Data Ontology →


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). May contain either customer_id or customer_email, depending on available data.

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.

TitleIDTypeDescription
Amount Spentamount_spentnumericThe total amount spent by the customer.
Number of Ordersnumber_of_ordersnumericThe total number of orders placed by the customer.