The Pixel Custom Conversions table attributes custom events marked as conversions to marketing channels, campaigns, and ads, with attribution models and a monetary event value. One row per conversion event per attributed touchpoint; events can have multiple rows under multi-touch attribution models. Learn more about tracking custom conversions with Triple Pixel.

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Table Guide
What You Can Answer With This Table

How many of a specific custom conversion fired, and what was the total value? — use event_name, event_value, count(1)

Which channels or campaigns drive the most conversions and conversion value? — use channel, campaign_id, event_value, group by channel or campaign_id

How does custom conversion attribution differ across models? — use model with event_value or count(1) (see caveats below)

Which customers completed a specific conversion? — use email, event_name

Before You Query

Required field: event_date

Default attribution model: Triple Attribution. Filter model to query other models, or group by model to compare.

Total Impact is not supported on this table. Queries using model = 'Total Impact' will return an error.

Default attribution window: lifetime. Filter attribution_window to narrow to shorter windows (1_day, 7_days, 14_days, 28_days).

event_value is already multiplied by linear_weight — do not multiply again.

Only events marked as conversion events in the Custom Events Builder appear in this table. The same events also appear in Pixel Custom Events as raw fires (without attribution).

Key Relationships
Table Join Key What the Join Enables
Customers email to email_address Customer profile data (name, marketing consent, total orders, LTV) for conversions.

When to Use a Different Table

For raw event data including non-conversion events and the full data payload → use Pixel Custom Events. All custom event fires appear there, including events not marked as conversions. This table is the attribution-enriched view of conversion-marked events only.

View the full Triple Whale Data Ontology →

Table	Join Key	What the Join Enables
Customers	`email` to `email_address`	Customer profile data (name, marketing consent, total orders, LTV) for conversions.

Dimensions

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

Title	ID	Type	Description
Event Hour	`event_hour`	string	The hour of the day the pixel custom conversion event occurred, according to a 24-hour clock. Based on the shop time zone at the moment of the event (or the user time zone, if no sales platform is connected). Example values: `07`, `16`, `21`
Event Date	`event_date`	date	The date the pixel custom conversion event occurred. 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 ID	`ad_id`	string	The unique ad ID. Assigned by the ad platform. Example value: `120210439891110007`
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`
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`
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`
Channel	`channel`	string	The platform through which the ad was delivered. Example values: `facebook-ads`, `google-ads`, `Direct`
Customer Email	`email`	string	The customer's email address. Example value: `[email protected]`
Pixel Custom Conversion Event Data	`event_body`	JSON	The full data payload in raw JSON format, including all event properties defined for the custom conversion event. Learn more about querying pixel custom conversion event data
Event ID	`event_id`	string	The unique ID assigned by Triple Pixel to the custom conversion event. Example value: `9m4rs48lg2elVB52xU`
Event Name	`event_name`	string	The name assigned to the custom conversion event. Example values: `form_fill`, `start_quiz`, `quiz_complete`, `order_sample`, `answer_question`, `request_consultation`
Event Timestamp	`event_timestamp`	timestamp	The time the custom conversion event occurred. Formatted according to the ISO 8601 international standard. Example value: `2022-06-15T19:26:30.000Z`
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`
Session ID	`session_id`	string	The unique session ID assigned by Triple Pixel. Example value: `cltlok4y634IRw62AZ_1710700966152`
Triple Pixel ID	`triple_id`	string	The unique ID assigned by Triple Pixel to track visitors across sessions. Example value: `eltlok4y634IRw62AZ`

Measures

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

Title	ID	Type	Description
Event Conversion Value	`event_value`	numeric	The monetary conversion value assigned to the custom conversion event.
Linear Weight	`linear_weight`	numeric	The fraction of credit this row receives toward its event under the active attribution model. Multi-touch models split credit across touchpoints (values sum to `1` per event); single-touch models emit `1`.