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, group by keyword_id, keyword_text

Where am I losing impressions, and is it budget or Ad Rank? — compare search_budget_lost_top_impression_share and search_budget_lost_absolute_top_impression_share against search_rank_lost_impression_share and search_rank_lost_top_impression_share

What share of eligible search impressions am I capturing in top and absolute-top positions? — use search_impression_share, search_top_impression_share, search_absolute_top_impression_share

Which keywords have low quality scores and may be raising my CPCs? — use quality_score, cpc_bid, effective_cpc_bid, group by keyword_id

How does performance vary by match_type (broad vs phrase vs exact)? — use spend, clicks, conversion_value, group by match_type

Before You Query

Required field: event_date

Impression-share metrics (search_impression_share, search_top_impression_share, search_absolute_top_impression_share, search_budget_lost_top_impression_share, search_budget_lost_absolute_top_impression_share, search_rank_lost_impression_share, search_rank_lost_top_impression_share) are accurate only when grouping by keyword_id. Aggregating across keywords inflates the denominator.

The table includes paused and removed keywords as well as active ones. Filter by keyword_status = 'ENABLED' if you want only currently bidding keywords.

Key Relationships
Table Join Key What the Join Enables
Search Terms keyword_id The actual user queries that triggered each bidded keyword, useful for negative-keyword discovery and broad-match audits.
Pixel Keywords Joined keyword_id Pixel-attributed revenue, ROAS, and orders per keyword (channel-reported metrics here are limited to what the platform sees).

When to Use a Different Table

For Pixel-attributed revenue and ROAS at the keyword level → use Pixel Keywords Joined. This table only has channel-reported conversions; Pixel Keywords Joined applies an attribution model.

For the actual user queries that triggered ads (rather than the bidded keywords) → use Search Terms. The two diverge when match type is broad, phrase, or close-match.

For ad-level performance across all paid channels → use Ads. Ads aggregates at the ad level across every connected ad platform; Keywords is restricted to paid-search keywords.

View the full Triple Whale Data Ontology →

Table	Join Key	What the Join Enables
Search Terms	`keyword_id`	The actual user queries that triggered each bidded keyword, useful for negative-keyword discovery and broad-match audits.
Pixel Keywords Joined	`keyword_id`	Pixel-attributed revenue, ROAS, and orders per keyword (channel-reported metrics here are limited to what the platform sees).

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.