The Keywords table contains channel-reported performance for bidded paid-search keywords, with attributes like match type, quality score, status, and impression share. One row per keyword per ad set per day.

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Table Guide
What You Can Answer With This Table

Which keywords are driving the most spend, clicks, and channel-reported revenue? — use spend, clicks, conversion_value, keyword_id

Where am I capturing or losing eligible search impressions? — use search_impression_share, search_budget_lost_top_impression_share

Which keyword settings may be hurting efficiency? — use quality_score, cpc_bid, match_type

Before You Query

Required field: event_date

Impression-share metrics are reliable at keyword grain; group by keyword_id when using them.

Key Relationships

Table Join Key Use This Join To
Search Terms keyword_id Find negative-keyword opportunities and broad-match issues from search query coverage.
Pixel Keywords Joined keyword_id Measure each bidded keyword's business impact with Pixel-attributed revenue, ROAS, and orders.

When to Use a Different Table

Use Pixel Keywords Joined table when you need Pixel-attributed revenue and ROAS at the keyword level. The Keywords table has channel-reported conversions for paid-search keywords.

Use Search Terms table when you need the actual search queries that triggered ads. The Keywords table is for the bidded keywords, which can diverge from search terms when keyword matching allows broad or close-variant matches.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Search Terms	`keyword_id`	Find negative-keyword opportunities and broad-match issues from search query coverage.
Pixel Keywords Joined	`keyword_id`	Measure each bidded keyword's business impact with Pixel-attributed revenue, ROAS, and orders.

Dimensions

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

Title	ID	Type	Description
Event Date	`event_date`	date	The date the keyword triggered an ad. 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 Account ID	`account_id`	string	The unique ID for the ad account associated with the ad. Assigned by the ad platform. Example values: `act_2168791943307744`, `18ce55770zl`, `1986494684391480`
Ad Account Name	`account_name`	string	The name of the advertiser’s account as defined in the ad platform. Example values: `Example Shop`, `example_shop`, `ES - International`
Ad Set ID	`adset_id`	string	The unique ID for the ad set associated with the ad click. Assigned by the ad platform. Example value: `120210439890740003`
Ad Set Name	`adset_name`	string	The name of the ad set within a campaign. Example values: `Broad Audience`, `Bracelets`, `Wellness`
Campaign ID	`campaign_id`	string	The unique ID for the marketing campaign associated with the ad. Assigned by the ad platform. Example values: `23852438666180053`, `531011533`, `20620285829`
Campaign Name	`campaign_name`	string	The name of the marketing campaign associated with the ad. Example values: `Catalog Retargeting`, `US Generic Search`, `Breakfast of Champions Campaign`
Channel	`channel`	string	The platform through which the ad was delivered. Example value: `google-ads`
Ad Platform Currency	`currency`	string	The original currency used in the ad platform, before conversion to the shop's currency. All monetary values are automatically converted to the shop's selected currency for display. Example values: `USD`, `GBP`, `EUR`
Keyword ID	`keyword_id`	string	The unique ID assigned to the keyword by the ad platform. Example value: `313990984637674`
Keyword Status	`keyword_status`	string	The status of the keyword. Example values: `ENABLED`, `PAUSED`, `REMOVED`
Keyword Text	`keyword_text`	string	The text of the keyword as entered in the ad platform. Example values: `running shoes`, `cheap flights`, `best coffee`
Match Type	`match_type`	string	How closely a user’s search query must match the keyword in order to trigger an ad. Example values: `EXACT`, `PHRASE`, `BROAD`
System Serving Status	`system_serving_status`	string	Indicates whether the keyword is currently eligible to serve ads. Example values: `ELIGIBLE`, `RARELY_SERVED`

Measures

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

Title	ID	Type	Description
All Conversion Value	`all_conversion_value`	numeric	Revenue generated from channel-reported conversions of all types (e.g. purchases, registrations, add-to-carts).
All Conversions	`all_conversions`	numeric	The total number of channel-reported conversions of all types (e.g. purchases, registrations, add-to-carts).
Clicks	`clicks`	numeric	Number of channel-reported clicks.
Channel-Reported Conversion Value	`conversion_value`	numeric	Revenue generated from channel-reported conversions (purchases).
CPC Bid	`cpc_bid`	numeric	The bid amount set for the keyword (cost-per-click). By default shown in the shop's currency.
Effective CPC Bid	`effective_cpc_bid`	numeric	The effective CPC bid after platform bid adjustments are applied. By default shown in the shop's currency.
Impressions	`impressions`	numeric	Number of channel-reported impressions.
Quality Score	`quality_score`	numeric	The quality score assigned to the keyword by the ad platform (0 – 10, higher is better).
Search Absolute Top Impressions	`search_absolute_top_impressions`	numeric	The number of impressions your ads received in the absolute top position (the very first ad above organic results).
Search Budget Lost Absolute Top Impressions	`search_budget_lost_absolute_top_impressions`	numeric	The estimated number of absolute top impressions your ads missed due to low budget.
Search Budget Lost Top Impressions	`search_budget_lost_top_impressions`	numeric	The estimated number of top impressions your ads missed due to low budget.
Search Impressions	`search_impressions`	numeric	The total number of impressions your ads received on the Search Network.
Search Rank Lost Impressions	`search_rank_lost_impressions`	numeric	The estimated number of impressions your ads did not receive because Ad Rank was too low.
Search Rank Lost Top Impressions	`search_rank_lost_top_impressions`	numeric	The estimated number of top impressions your ads missed due to poor Ad Rank.
Search Top Impressions	`search_top_impressions`	numeric	The number of impressions your ads received in the top position (any position above organic results).
Ad Spend	`spend`	numeric	Channel-reported ad spend, excluding any custom expenses marked as ad spend.

Derived

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

Title	ID	Type	Description
Search Absolute Top Impression Share	`search_absolute_top_impression_share`	numeric	The percentage of impressions your ads received in the absolute top location (the very first ad above organic results). Search Absolute Top Impression Share = Search Absolute Top Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Budget Lost Absolute Top Impression Share	`search_budget_lost_absolute_top_impression_share`	numeric	The percentage of absolute top impressions your ads did not receive because the campaign budget was limited. Search Budget Lost Absolute Top Impression Share = Search Budget Lost Absolute Top Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Budget Lost Top Impression Share	`search_budget_lost_top_impression_share`	numeric	The percentage of top impressions your ads did not receive because the campaign budget was limited. Search Budget Lost Top Impression Share = Search Budget Lost Top Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Impression Share	`search_impression_share`	numeric	The percentage of impressions your ads received on the Search Network out of the total impressions they were eligible to receive. Search Impression Share = Search Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Rank Lost Impression Share	`search_rank_lost_impression_share`	numeric	The percentage of impressions your ads did not receive because Ad Rank was too low. Search Rank Lost Impression Share = Search Rank Lost Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Rank Lost Top Impression Share	`search_rank_lost_top_impression_share`	numeric	The percentage of top impressions your ads did not receive because Ad Rank was too low. Search Rank Lost Top Impression Share = Search Rank Lost Top Impressions / Impressions Note: Accurate only when grouping by keyword.
Search Top Impression Share	`search_top_impression_share`	numeric	The percentage of impressions your ads received in the top location (any position above organic results). Search Top Impression Share = Search Top Impressions / Impressions Note: Accurate only when grouping by keyword.