Includes custom ad spend in the spend column.

Possible: true, false

Filter results by sales platform.

Possible values: shopify, amazon, woocommerce, bigcommerce, walmart, tiktok-shops

Filters results by subscription type.

• subscription_first_order: Subscription First Order

• subscription_recurring_order: Subscription Recurring Order

• subscription_order: Subscription First Order + Subscription Recurring Order

• non_subscription_order: Non-Subscription Purchases

• non_subscription_recurring_order: Subscription First Order + Non-Subscription Purchases

Uses click date instead of purchase date for event_date.

Possible values: true, false

The hour of the day on which the ad was run or the order was placed, 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

The unique ID for the ad account associated with the ad. Assigned by the ad platform.

Example values: act_2168791943307744, 18ce55770zl, 1986494684391480

The bid amount for the ad.

Example values: 15, 28, 30

The unique ad ID. Assigned by the ad platform.

Example value: 120210439891110007

The URL of the ad image.

Example value: https://www.example.com/ad-image.jpg

Direct link to this ad in the advertising platform (Facebook, Google Ads, etc.) for quick access to campaign management and performance data.

Example value: https://adwords.google.com/aw/overview?campaignId=9117023204

The internal name of the ad within the ad platform.

Example values: Kids Ad 1, Blog 03/12/2023, 10460_video_black_#5

The status of the ad.

Example values: ACTIVE, PAUSED

The external, published title that viewers see when the ad is served.

Example values: UP TO 50% OFF, The Hype Is Real, Trusted by 4 Million+ Women Worldwide

The format of the ad.

Example values: video, image, carousel, link, VIDEO, GRAPHIC

Currently available for Meta and Axon.

The bid amount for the ad set.

Example values: 25, 35, 40

The bidding strategy for the ad set.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

The unique ID for the ad set associated with the ad click. Assigned by the ad platform.

Example value: 120210439890740003

The name of the ad set within a campaign.

Example values: Broad Audience, Bracelets, Wellness

The status of the ad set.

Example values: ACTIVE, PAUSED

The time frame for attributing conversions to the ad. By default lifetime.

Example values: 1_day, 7_days, 14_days, 28_days, lifetime

The bidding strategy for the campaign.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

The unique ID for the marketing campaign associated with the ad. Assigned by the ad platform.

Example values: 23852438666180053, 531011533, 20620285829

The name of the marketing campaign associated with the ad.

Example values: Catalog Retargeting, US Generic Search, Breakfast of Champions Campaign

The status of the campaign.

Example values: ACTIVE, PAUSED

The type of campaign. For Email/SMS data, this maps to report_type.

Example values: PERFORMANCE_MAX, SEARCH, flow, campaign

The platform through which the ad was delivered.

Example values: facebook-ads, google-ads, Direct

The messaging channel used to deliver the communication. Populated for email/SMS providers only; NULL for ad platforms.

Example values: email, sms, push

The country of the session where the order originated. See list of countries.

Example values: United States, Canada, United Kingdom

The marketplace country code of the session. See list of countries.

Example values: US, CA, GB

The type of call-to-action (CTA) used in the ad.

Example values: Shop Now, Learn More, Sign Up

The ad creative distribution format.

Example values: Standard Ad, Dynamic Creative Ad, Unknown

The format of the ad creative.

Example values: SHARE, VIDEO

The unique identifier assigned to the creative asset by the ad platform.

Example value: 1326015151986179

The destination URL where users land after clicking the ad. Currently available for Meta, Google, and Pinterest.

Example value: https://www.myshop.com/products/productA

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

The unique ID of the shop (often corresponds to the shop domain). Can be used to group or filter data by shop in multi-store reports.

Example values: example-US.myshopify.com, example-EU.myshopify.com

The name of the shop. Can be used to group or filter data by shop in multi-store reports.

Example values: example-US, example-EU

A template URL used to dynamically populate ad URLs with relevant tracking parameters.

Example value: utm_source=facebook&utm_campaign={{campaign.name}}

The URL of the ad video.

Example value: https://www.youtube.com/embed/example

The iframe embed code for displaying the video ad within a web page or app.

Example value: https://www.facebook.com/plugins/ video.phpwidth=1080&href=https:// www.facebook.com/123456789/videos/987654321

The direct file path to the hosted video source, typically used for playback.

Example value: https://video-ord5-2.xx.fbcdn.net/o1/v/t2/f2/m69/example-video.mp4?_nc_ht=video-ord5-2.xx.fbcdn.net&_nc_cat=111& oh=1234567890abcdef&oe=67C3D77F

The daily budget (in cents) set for the ad set within a campaign. By default shown in the shop's currency.

Example values: 1750, 6000, 40000

The total budget (in cents) set for the ad set within a campaign over its lifetime. By default shown in the shop's currency.

Example values: 5000, 10000, 20000

The daily budget (in cents) for the campaign.

Example values: 8000, 10000, 15000

The lifetime budget (in cents) for the campaign.

Example values: 5000, 10000, 20000

The cost of goods for Pixel-reported purchases within the selected time frame (before refunds).

Imported from the main sales platform, or edit these in Cost Settings > Cost of Goods.

Note that COGS for Pixel data is set at attribution time and does not get updated subsequently, so may vary from COGS data in the Orders table.

Pixel-reported gross sales revenue (before shipping, taxes, discounts, or refunds).

Gross Sales = Product Price x Units Sold

The cost of goods for Pixel-reported purchases by new customers within the selected time frame (before refunds).

Imported from the main sales platform, or edit these in Cost Settings > Cost of Goods.

Note that COGS for Pixel data is set at attribution time and does not get updated subsequently, so may vary from COGS data in the Orders table.

Learn how Triple Whale classifies new/returning customers.

Pixel-reported conversion value (order revenue) derived from New Customers.

Learn how Triple Whale classifies new/returning customers.

Number of Pixel-reported orders placed by New Customers.

Learn how Triple Whale classifies new/returning customers.

Pixel-reported conversion value (order revenue) after shipping, taxes, and discounts (before refunds).

Order Revenue = Gross Sales + Shipping + Taxes − Discounts

The total number of Pixel-reported purchases (orders) within the selected timeframe.

Note: This value is calculated based on the attribution model, and may be a fractional number.

Total amount returned to customers for refunded sales, refunded taxes, and refunded shipping. Calculated based on the order date.

Note that Triple Whale does not track refunds from third-party return management apps (e.g., Loop), so totals may vary from the sales platform.

Refunds = Refunded Sales + Refunded Shipping + Refunded Tax

The Pixel-reported number of online store sessions.

Note that Triple Whale defines and tracks sessions differently from the main sales platform so there may be variance between the two. Learn how Triple Whale defines and tracks sessions.

The average number of pages viewed by users during each session.

Pixel Average Page Views Per Session = Session Page Views / Number of Sessions

The average time users spend on your site per session.

Pixel Average Session Duration (in seconds) = Time on Site / (Number of Sessions - Number of Bounces)

The percentage of single-page visits (bounces) out of total sessions.

Pixel Bounce Rate = Number of Bounces / Number of Sessions

The average order value as reported by the advertising channel.

Channel-Reported AOV = Channel-Reported Conversion Value / Number of Channel-Reported Conversions

The percentage of visits that convert into orders, as reported by the channel.

Channel-Reported Conversion Rate = Number of Channel-Reported Conversions / Number of Visits

The cost to acquire a single conversion, as reported by the channel.

Channel-Reported CPA = Ad Spend / Number of Channel-Reported Conversions

Revenue generated per dollar spent on ads, as reported by the channel.

Channel-Reported ROAS = Channel-Reported Conversion Value / Ad Spend

The average cost for each ad click.

Cost Per Click (CPC) = Ad Spend / Clicks

The cost for 1,000 ad impressions.

Cost Per Mille (CPM) = Ad Spend / Impressions x 1000

The cost for each visit driven by ads.

Cost Per Visit (CPV) = Ad Spend / Number of Visits

The percentage of impressions that result in a click.

Click-Through Rate (CTR) = Clicks / Impressions

The percentage of sessions that result in email signups.

Pixel Email SUR = Number of Email Signups / Number of Sessions

The cost to acquire a new customer, as reported by Pixel.

Pixel NCPA = Blended Ad Spend / Number of New Customer Orders

Learn how Triple Whale classifies new/returning customers.

Revenue from new customers relative to ad spend.

Pixel NC ROAS = New Customer Pixel Conversion Value / Ad Spend

Learn how Triple Whale classifies new/returning customers.

The percentage of Pixel-reported purchases made by new customers.

Pixel New Customers % = Number of New Customer Pixel Purchases / Total Pixel Purchases

Learn how Triple Whale classifies new/returning customers.

The percentage of impressions that result in outbound clicks.

Outbound CTR = Outbound Clicks / Impressions

The Pixel-reported average order value.

Pixel AOV = Pixel Conversion Value / Number of Pixel Purchases

The percentage of website sessions that result in purchases, as reported by Pixel.

Conversion Rate = Number of Website Purchases / Number of Sessions

The difference between Pixel-reported conversion value and channel-reported conversion value.

Pixel CV Delta = Pixel Conversion Value - Channel-Reported Conversion Value

The cost associated with each add-to-cart action as reported by Pixel.

Pixel Cost Per ATC = Ad Spend / Number of Add to Carts

The cost associated with each email signup as reported by Pixel.

Pixel Cost Per ESU = Ad Spend / Number of Email Signups

The cost to acquire a new visitor as reported by Pixel.

Pixel Cost Per New Visitor = Ad Spend / Number of New Visitors

The cost to acquire a unique visitor as reported by Pixel.

Pixel Cost Per Visitor = Ad Spend / Number of Unique Visitors

The cost to acquire a purchase as reported by Pixel.

Pixel CPA = Ad Spend / Number of Pixel Purchases

The average order value for new customers as reported by Pixel.

Pixel NC AOV = New Customer Pixel Conversion Value / Number of New Customer Pixel Purchases

Learn how Triple Whale classifies new/returning customers.

The conversion rate for new customers as reported by Pixel.

Pixel NC CR = Number of New Customer Pixel Purchases / Number of New Visitors

Learn how Triple Whale classifies new/returning customers.

The percentage of all visitors that are new as reported by Pixel.

Pixel New Visitor % = Number of New Visitors / Number of Unique Visitors

The profit calculated as conversion value (order revenue) minus ad spend and cost of goods, as reported by Pixel.

Pixel Profit = Pixel Conversion Value - Ad Spend - Pixel COGS

Pixel-reported revenue relative to ad spend.

Pixel ROAS = Pixel Conversion Value / Ad Spend

Number of Pixel-reported orders placed by Returning Customers.

Learn how Triple Whale classifies new/returning customers.

Pixel-reported conversion value (order revenue) derived from Returning Customers.

Learn how Triple Whale classifies new/returning customers.

The percentage of Pixel-reported purchases made by Returning Customers.

Pixel New Customers % = Number of Returning Customer Pixel Purchases / Total Pixel Purchases

Learn how Triple Whale classifies new/returning customers.