City Filter

city_filter

Filters results by city.

Country Filter

country_filter

Filters results by country.

Include Custom Ad Spend

include_custom_ad_spend

Includes custom ad spend in the spend column.

Possible: True, False

Order Tags Filter

order_tags_filter

Filters orders by tags. Matches any order containing the specified comma-separated tags.

Subscription Filter

subscription_filter

Filters results by subscription type.

Possible values: none, subscription_first_order, subscription_recurring_order, subscription_order, non-subscription_order, non_subscription_recurring_order

Use Click Date

use_click_date

Uses click date instead of purchase date for event_date.

Possible values: True, False

Event Date

event_date

date

The date the ad was run or the order was placed. Based on the time zone of the shop at the moment the event occurred.

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.

Event Hour

event_hour

string

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 time zone of the shop at the moment of the event.

Example values: 07, 16, 21

Ad Bid Amount

ad_bid_amount

string

The bid amount for the ad.

Example values: 15, 28, 30

Ad Copy

ad_copy

string

The full text (copy) of the ad.

Ad ID

ad_id

string

The unique ad ID. Assigned by the ad platform.

Example value: 120210439891110007

Ad Image URL

ad_image_url

string

The URL of the ad image.

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

Ad Name

ad_name

string

The name of the ad.

Example values: Kids Ad 1, Read Our Latest Blog 03/12/2023, 8 best fall looks

Ad Status

ad_status

string

The status of the ad.

Example values: ACTIVE, PAUSED

Ad Title

ad_title

string

The title assigned to the ad, typically used to identify it in campaigns.

Example values: Spring Sale, Back to School

Ad Type

ad_type

string

The format of the ad.

Example values: video, image, copy

Ad Set Bid Amount

adset_bid_amount

string

The bid amount for the ad set.

Example values: 25, 35, 40

Ad Set Bid Strategy

adset_bid_strategy

string

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

Ad Set Daily Budget

adset_daily_budget

string

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

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 Lifetime Budget

adset_lifetime_budget

string

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

Ad Set Name

adset_name

string

The name of the ad set within a campaign.

Example values: Broad Audience, Bracelets, Wellness

Ad Set Status

adset_status

string

The status of the ad set.

Example values: ACTIVE, PAUSED

Ad Recommendation

ai_ad_recommendation

string

This agent appears in your Pixel Page as your creative optimization specialist, analyzing Facebook ad performance metrics focusing on ads with over $100 in spend to identify winners and under-performers. By evaluating detailed engagement metrics, creative performance, and conversion data, it delivers specific recommendations for scaling successful ads and stopping inefficient ones.

Ad Rule Recommendation

ai_ad_rule_recommendation

string

Embedded within your Pixel Page metrics, this precision-focused agent analyzes your Facebook ads' 7-day performance using Triple Whale's linear attribution model. By evaluating key metrics including spend, pixel ROAS, and average order value (AOV), it automatically identifies which ads to scale, replicate, or pause, focusing specifically on ads with significant spend (>$100) to ensure reliable recommendations.

Adset Recommendation

ai_adset_recommendation

string

This agent is your specialized analyst for Facebook adset optimization. By analyzing detailed performance metrics at the adset level, it provides specific recommendations for budget adjustments, targeting refinements, and scheduling changes to maximize the efficiency of your advertising spend. This agent can be added to your Pixel Table or other tables in Triple Whale.

Adset Rule Recommendation

ai_adset_rule_recommendation

string

Working alongside your campaign metrics in the Pixel Page, this specialized agent analyzes Meta adset performance over a 3-day window plus today, using Triple Whale's linear attribution model. By comparing current spend against adjusted daily budgets and evaluating ROAS performance relative to 7-day benchmarks, it automatically recommends precise 20% budget adjustments for your active adsets, focusing specifically on those meeting minimum spend thresholds.

Benchmark Analysis

ai_benchmark_analysis

string

Operating within your Pixel Page metrics, the Benchmark Analysis Agent compares your Facebook CPM performance over the last 7 days against industry benchmarks. By analyzing daily CPM trends and comparing them to peer averages, it automatically determines if your costs are above benchmark, below benchmark, or on trend, providing clear guidance for spend optimization.

Campaign Delayed Attribution

ai_campaign_delayed_attribution

string

Campaign LTV

ai_campaign_ltv

string

Campaign Recommendation

ai_campaign_recommendation

string

This agent is your dedicated strategist for Facebook campaign optimization. By analyzing key performance data like spend, ROAS, and CPA across different time periods, it provides a clear view of trends and anomalies while offering actionable recommendations. This helps you confidently decide whether to scale, reduce, or pause campaigns to maximize ROI. This agent can be added to your Pixel Table.

Campaign Rule Recommendation

ai_campaign_rule_recommendation

string

This agent automatically monitors Meta campaign performance against predefined rules and thresholds, surfaced right in your Pixel Page. By analyzing spend patterns and ROAS performance relative to account averages, it delivers clear, actionable budget recommendations to maintain campaign efficiency and capitalize on opportunities.

Conversion Pacing

ai_conversion_pacing

string

This agent is your always-on analyst for tracking and evaluating Facebook campaign revenue performance. By comparing current-day conversion values against historical patterns it provides instant insights into whether your campaigns are meeting, exceeding, or falling short of typical performance, enabling quick optimization decisions. This agent can be added to your Pixel Table.

Creative Fatigue

ai_creative_fatigue

string

A specialized component of your Pixel Page analytics suite, the Creative Fatigue Agent performs daily analysis of your Facebook ads over a 14-day period. By tracking day-over-day trends in CPM, CTR, spend, and impression metrics, it automatically determines if your creative performance is improving, degrading, or maintaining consistency, providing clear signals for when to refresh or scale your ad creative.

Creative Hooks

ai_creative_hooks

string

Creative Tags

ai_creative_tags

string

Model Comparison

ai_model_comparison

string

Located in the campaign metrics section of your Pixel Page, this specialized agent analyzes 7-day Facebook campaign performance using seven distinct attribution models. By comparing pixel ROAS and conversion values across Linear All, Linear Paid, Triple Attribution, First Click, Last Click, and Total Impact models, it identifies statistically significant performance variations, focusing on campaigns with minimum conversion values of $1 to ensure meaningful analysis.

NC ROAS Pacing

ai_nc_roas_pacing

string

This agent is your dedicated analyst for tracking and evaluating your Facebook campaign performance by tracking spend and pixel conversion values on an hourly basis for the current day. By comparing current-day new customer ROAS against historical patterns, it provides instant insights into whether your campaigns are efficiently acquiring new customers, enabling quick optimization decisions to maximize acquisition spend. This agent can be added to your Pixel Table.

Target Spend

ai_target_spend

string

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 Bid Strategy

campaign_bid_strategy

string

The bidding strategy for the campaign.

Example values: LOWEST_COST_WITHOUT_CAP, LOWEST_COST_WITH_BID_CAP, COST_CAP, LOWEST_COST_WITH_MIN_ROAS

Campaign Daily Budget

campaign_daily_budget

string

The daily budget (in cents) for the campaign.

Example values: 8000, 10000, 15000

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 Lifetime Budget

campaign_lifetime_budget

string

The lifetime budget (in cents) for the campaign.

Example values: 5000, 10000, 20000

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

Campaign Status

campaign_status

string

The status of the campaign.

Example values: ACTIVE, PAUSED

Channel

channel

string

The platform through which the ad was delivered.

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

Creative CTA Type

creative_cta_type

string

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

Example values: Shop Now, Learn More, Sign Up

Destination URL

destination_url

string

The destination URL where users land after clicking the ad.

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

Attribution Model

model

string

The attribution model used. By default Triple Attribution.

Example values: Triple Attribution, Last Click, First Click, Linear All, Total Impact, Triple Attribution + Views, Linear Paid

test_conversion

test_conversion_value

URL Template

url_template

string

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

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

Video URL

video_url

string

The URL of the ad video.

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

video_url_iframe

video_url_source

Pixel Add to Carts

add_to_carts

numeric

The Pixel-reported number of Add To Carts from unique customers.

AI Optimal Budget (MTA)

ai_optimal_budget_mta

numeric

AI Optimal Budget (MTA + MMM)

ai_optimal_budget_mta_mmm

numeric

AI ROAS Forecast

ai_roas_forecast

numeric

Found in your Pixel Page metrics, the ROAS Forecast Agent analyzes 30 days of historical campaign data to predict ROAS performance over the next 7 days. By generating daily ROAS forecasts and average performance predictions for each of your campaigns, it enables proactive optimization decisions before performance shifts occur.

Pixel Bounces

bounces

numeric

The Pixel-reported number of single-page sessions where the visitor left the site after a single page view.

Channel-Reported Conversion Value

channel_reported_conversion_value

numeric

Revenue generated from channel-reported conversions (purchases).

Channel-Reported Conversions (Purchases)

channel_reported_conversions

numeric

Number of channel-reported conversions (purchases).

Channel-Reported Onsite Conversion Value

channel_reported_onsite_conversion_value

numeric

Revenue from channel-reported purchases made on the ad channel shop (e.g. Meta Shop, TikTok Shop).

Channel-Reported Onsite Purchases

channel_reported_onsite_purchases

numeric

Number of channel-reported purchases made on the ad channel shop (e.g. Meta Shop, TikTok Shop).

Channel-Reported Visits

channel_reported_visits

numeric

Number of channel-reported visits.

Clicks

clicks

numeric

Number of channel-reported clicks.

Pixel Cost of Goods

cogs

numeric

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.

SMS Messages Delivered

delivered

numeric

The channel-reported number of messages that successfully reached the recipients' phones.

Pixel Email Signups

email_signups

numeric

The Pixel-reported total number of users who signed up for the mailing list during a session.

Pixel Gross Sales

gross_product_sales

numeric

Pixel-reported gross sales, before adjustments such as discounts, shipping, fees, taxes, and refunds.

Gross Sales = Product Price x Units Sold

Impressions

impressions

numeric

Number of channel-reported impressions.

Pixel New Customer Cost of Goods

new_customer_cogs

numeric

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 Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies. Also 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 New Customer Conversion Value

new_customer_order_revenue

numeric

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel New Customer Purchases

new_customer_orders

numeric

Number of Pixel-reported orders placed by New Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel New Visitors

new_visitors

numeric

The Pixel-reported number of first-time visitors to the site.

One-Day View Conversion Value

one_day_view_conversion_value

numeric

The total value of channel-reported purchases made within one day of viewing the ad.

One-Day View Purchases

one_day_view_purchases

numeric

The total number of channel-reported purchases made within one day of viewing the ad.

Opens

opened

numeric

The channel-reported number of times the email/sms was opened by recipients.

Pixel Conversion Value (CV)

order_revenue

numeric

Pixel-reported conversion value (order revenue), after adjustments such as discounts, shipping, fees, and taxes (but before refunds).

Order Revenue = Gross Sales - Discounts + Shipping + Tax

Pixel Purchases

orders_quantity

numeric

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.

Outbound Clicks

outbound_clicks

numeric

Number of channel-reported outbound clicks.

Received Messages

received

numeric

The channel-reported number of email messages successfully received by the target audience.

Refunds

refund_money

numeric

Refund value processed during the selected time period, based on the order date (not including refunded cost of goods, taxes, and shipping).

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

SMS Messages Sent

sent

numeric

The channel-reported number of SMS messages sent in the campaign.

Pixel Session Page Views

session_page_views

numeric

The Pixel-reported number of pages viewed during a website session.

Pixel Sessions

sessions

numeric

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.

Ad Spend

spend

numeric

Channel-reported ad spend, excluding any custom expenses marked as ad spend.

Subscribed to Mailing List

subscribed_to_list

numeric

The channel-reported number of recipients subscribed to any mailing list.

Pixel Time on Site

time_on_site

numeric

The Pixel-reported time spent by users on the site during a session, measured in seconds.

Pixel Unique Visitors

unique_visitors

numeric

The Pixel-reported number of unique visitors to the site.

Unsubscribed

unsubscribed

numeric

The channel-reported number of recipients who unsubscribed from any mailing list.

Website Purchases

website_purchases

numeric

The total number of Pixel-reported purchases (orders) during a website session. Excludes recurring subscription purchases.

Pixel Average Page Views Per Session

average_page_views_per_session

formula

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

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

Pixel Average Session Duration

average_session_duration

formula

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)

Pixel Bounce Rate

bounce_rate

formula

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

Pixel Bounce Rate = Number of Bounces / Number of Sessions

Channel-Reported AOV

channel_reported_aov

formula

The average order value as reported by the advertising channel.

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

Channel-Reported Conversion Rate

channel_reported_conversion_rate

formula

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

Channel-Reported Cost Per Acquisition

channel_reported_cpa

formula

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

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

Channel-Reported Return on Ad Spend

channel_reported_roas

formula

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

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

Cost Per Click (CPC)

cpc

formula

The average cost for each ad click.

Cost Per Click (CPC) = Ad Spend / Clicks

Cost Per Mille (CPM)

cpm

formula

The cost for 1,000 ad impressions.

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

Cost Per Visit (CPV)

cpv

formula

The cost for each visit driven by ads.

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

Click-Through Rate

ctr

formula

The percentage of impressions that result in a click.

Click-Through Rate (CTR) = Clicks / Impressions

Pixel Email Signup Rate

email_signup_rate

formula

The percentage of sessions that result in email signups.

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

Pixel New Customer Cost Per Acquisition

ncpa

formula

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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

Pixel New Customer ROAS

ncroas

formula

Revenue from new customers relative to ad spend.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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

Pixel New Customers Percent

new_customers_percent

formula

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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

Outbound Click-Through Rate

outbound_ctr

formula

The percentage of impressions that result in outbound clicks.

Outbound CTR = Outbound Clicks / Impressions

Pixel AOV

pixel_aov

formula

The Pixel-reported average order value.

Pixel AOV = Pixel Conversion Value / Number of Pixel Purchases

Pixel Conversion Rate

pixel_conversion_rate

formula

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

Conversion Rate = Number of Website Purchases / Number of Sessions

Pixel Conversion Value Delta

pixel_conversion_value_delta

formula

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

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

Pixel Cost Per Add To Cart

pixel_cost_per_add_to_cart

formula

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

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

Pixel Cost Per Email Signup

pixel_cost_per_email_signup

formula

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

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

Pixel Cost Per New Visitor

pixel_cost_per_new_visitor

formula

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

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

Pixel Cost Per Visitor

pixel_cost_per_visitor

formula

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

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

Pixel Cost Per Acquisition

pixel_cpa

formula

The cost to acquire a purchase as reported by Pixel.

Pixel CPA = Ad Spend / Number of Pixel Purchases

Pixel New Customer Average Order Value

pixel_nc_aov

formula

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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

Pixel New Customer Conversion Rate

pixel_nc_conversion_rate

formula

The conversion rate for new customers as reported by Pixel.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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

Pixel New Visitor Percent

pixel_new_visitor_percent

formula

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

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

Pixel Profit

pixel_profit

formula

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 Return on Ad Spend

pixel_roas

formula

Pixel-reported revenue relative to ad spend.

Pixel ROAS = Pixel Conversion Value / Ad Spend

Pixel Returning Customer Purchases

returning_customer_orders

formula

Number of Pixel-reported orders placed by Returning Customers.

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel Returning Customer Revenue

returning_customer_revenue

formula

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

Pixel Returning Customers Percent

returning_customers_percent

formula

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

Note that Triple Whale classifies all customers as either new or returning, while the main sales platform may leave some unclassified, potentially leading to discrepancies.

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