The Pixel Keywords Joined table connects paid search keyword data with attributed revenue and customer behavior. Aggregated at the keyword level with attribution applied.

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Table Guide
What You Can Answer With This Table

Which keywords drive attributed revenue, ROAS, and purchases? — use keyword_id, order_revenue, pixel_roas, orders_quantity

How do spend and channel-reported metrics compare with Pixel-reported keyword results? — use spend, channel_reported_conversion_value, order_revenue

Before You Query

Required field: event_date (by default refers to the purchase date)

Attribution defaults: Triple Attribution model and Lifetime attribution window are applied by default.

Data sources: Combines data from Keywords, Orders, Email/SMS, and Refunds into a single view.

Channel-Reported vs Pixel-Reported: Channel-Reported data (e.g., channel_reported_conversion_value) comes directly from ad platforms. Pixel-Reported data (e.g., order_revenue) is captured via the Triple Whale Pixel.

Query limitations: group by attribution_window and group by model may not work on certain complex queries. This table functions as a simulated view that dynamically processes data, which can introduce constraints compared to typical SQL behavior.

Purchase vs checkout counts: Purchase columns count individual orders/conversions, while checkout columns (checkouts, addresses, shipping, contacts, payments) count unique users per row. This means purchases may exceed checkouts.

Unique user pre-aggregation: Metrics that count unique users (e.g., unique_visitors, add_to_carts, checkouts) are pre-aggregated by channel. Queries that don't group by channel will overcount users, because a user active on multiple channels counts once per channel, not once overall.

Key Relationships

Table Join Key Use This Join To
Keywords keyword_id Explain keyword-level attributed performance with bidded-keyword attributes
Ads campaign_id Roll keyword-level performance into paid-search campaign structure

When to Use a Different Table

Use Pixel Joined table when you need ad-level attribution by channel, campaign, ad set, or ad. The Pixel Keywords Joined table is for keyword-level attribution.

Use Keywords table when you need paid-search keyword attributes without attribution. The Pixel Keywords Joined table applies attribution to keyword performance.

Use Search Terms table when you need the actual search queries users typed rather than the bidded keywords. The Pixel Keywords Joined table is for keyword-level attributed revenue and ROAS.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Keywords	`keyword_id`	Explain keyword-level attributed performance with bidded-keyword attributes
Ads	`campaign_id`	Roll keyword-level performance into paid-search campaign structure

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 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`
Event Date	`event_date`	date	The date the ad was run or the order was placed. 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 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 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`
Ad Set Status	`adset_status`	string	The status of the ad set. Example values: `ACTIVE`, `PAUSED`
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 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`
Campaign Status	`campaign_status`	string	The status of the campaign. Example values: `ACTIVE`, `PAUSED`
Campaign Type	`campaign_type`	string	The type of campaign. For Email/SMS data, this maps to `report_type`. Example values: `PERFORMANCE_MAX`, `SEARCH`, `flow`, `campaign`
Channel	`channel`	string	The platform through which the ad was delivered. Example values: `facebook-ads`, `google-ads`, `Direct`
Session Country	`country`	string	The country of the session where the order originated. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
MS Session Country	`ms_country`	string	The marketplace country code of the session. See list of countries. Example values: `US`, `CA`, `GB`
Keyword ID	`keyword_id`	string	The unique ID assigned to the keyword by the ad platform, captured by Triple Pixel from the ad URL. Example value: `313990984637674`
Keyword Match Type	`keyword_match_type`	string	How closely a user’s search query must match the keyword. Possible values: `EXACT`, `PHRASE`, `BROAD`
Keyword Status	`keyword_status`	string	The status of the keyword. Possible values: `ENABLED`, `PAUSED`, `REMOVED`
Keyword System Serving Status	`keyword_system_serving_status`	string	Indicates whether the keyword is currently eligible to serve. Possible values: `ELIGIBLE`, `RARELY_SERVED`
Keyword Text	`keyword_text`	string	The text of the keyword as entered in the ad platform. Example values: `running shoes`, `cheap flights`, `best coffee`
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`
Shop ID	`shop_id`	string	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`
Shop Name	`shop_name`	string	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`

Measures

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

Title	ID	Type	Description
Pixel Add to Carts	`add_to_carts`	numeric	The number of unique users who triggered an Add-to-Cart event, as reported by the Pixel.
Address Details Submitted	`addresses`	numeric	The Pixel-reported number of unique users who submitted address details during checkout.
Ad Set Daily Budget	`adset_daily_budget`	numeric	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 Lifetime Budget	`adset_lifetime_budget`	numeric	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`
Pixel Bounces	`bounces`	numeric	The Pixel-reported number of single-page sessions where the visitor left the site after a single page view.
Campaign Daily Budget	`campaign_daily_budget`	numeric	The daily budget (in cents) for the campaign. Example values: `8000`, `10000`, `15000`
Campaign Lifetime Budget	`campaign_lifetime_budget`	numeric	The lifetime budget (in cents) for the campaign. Example values: `5000`, `10000`, `20000`
Channel-Reported Conversion Value	`channel_reported_conversion_value`	numeric	Revenue generated from channel-reported conversions (purchases).
Checkouts Started	`checkouts`	numeric	The Pixel-reported number of unique users who started a checkout.
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.
Add Contact Info	`contacts`	numeric	The Pixel-reported number of unique users who submitted contact details during checkout.
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 revenue (before shipping, taxes, discounts, or refunds). Gross Sales = Product Price x Units Sold
Impressions	`impressions`	numeric	Number of channel-reported impressions.
Keyword CPC Bid	`keyword_cpc_bid`	numeric	The bid amount set for the keyword (cost-per-click). By default shown in the shop's currency. Example values: `1500`, `10,000`, `28,000`
Keyword Effective CPC Bid	`keyword_effective_cpc_bid`	numeric	The effective CPC bid after platform bid adjustments are applied. By default shown in the shop's currency. Example values: `1500`, `10,000`, `28,000`
Keyword Quality Score	`keyword_quality_score`	numeric	The quality score assigned to the keyword by the ad platform (0 – 10, higher is better).
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 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 New Customer Conversion Value	`new_customer_order_revenue`	numeric	Pixel-reported conversion value (order revenue) derived from New Customers. Learn how Triple Whale classifies new/returning customers.
Pixel New Customer Purchases	`new_customer_orders`	numeric	Number of Pixel-reported orders placed by New Customers. Learn how Triple Whale classifies new/returning customers.
Pixel New Visitors	`new_visitors`	numeric	The Pixel-reported number of first-time visitors to the site.
Pixel Conversion Value (CV)	`order_revenue`	numeric	Pixel-reported conversion value (order revenue) after shipping, taxes, and discounts (before refunds).Order Revenue = Gross Sales + Shipping + Taxes − Discounts 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.
Add Payment Info	`payments`	numeric	The Pixel-reported number of unique users who submitted payment details during checkout.
Units Sold	`product_quantity_sold_in_order`	numeric	The total number of individual product units sold in the order.
Refunds	`refund_money`	numeric	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
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.
Shipping Details Submitted	`shipping`	numeric	The Pixel-reported number of unique users who submitted shipping details during checkout.
Ad Spend	`spend`	numeric	Channel-reported ad spend, excluding any custom expenses marked as ad spend.
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.
Website Purchases	`website_purchases`	numeric	The total number of Pixel-reported purchases (orders) during a website session. Excludes recurring subscription purchases.

Derived

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

Title	ID	Type	Description
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 Return on Ad Spend	`channel_reported_roas`	formula	The ratio of channel-reported conversion value to ad spend. Channel-Reported ROAS = Channel-Reported Conversion Value / Spend
Cost Per Click (CPC)	`cpc`	formula	The average cost for each ad click. CPC = Spend / Clicks
Cost Per Mille (CPM)	`cpm`	formula	The cost for 1,000 ad impressions. CPM = Spend / Impressions x 1000
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 Incremental Return on Ad Spend	`iroas`	formula	The additional revenue generated per dollar spent on advertising by comparing conversions between an exposed group (audience that sees the ad) and a holdout group (control group that does not see the ad). Isolates the incremental ROAS of an ad campaign on driving purchases.
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 Spend / Number of New Customer Orders
Pixel New Customer ROAS	`new_customer_roas`	formula	Revenue from new customers relative to ad spend. Pixel NC ROAS = New Customer Pixel Conversion Value / Spend Learn how Triple Whale classifies new/returning customers.
Pixel New Customers Percent	`new_customers_percent`	formula	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.
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 = 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 = 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 = 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 = Spend / Number of Unique Visitors
Pixel Cost Per Acquisition	`pixel_cpa`	formula	The cost to acquire a purchase as reported by Pixel. Pixel CPA = 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 - Spend - Pixel COGS
Pixel Return on Ad Spend	`pixel_roas`	formula	Pixel-reported revenue relative to ad spend. Pixel ROAS = Pixel Conversion Value / Spend
Pixel Returning Customer Purchases	`returning_customer_orders`	formula	Number of Pixel-reported orders placed by Returning Customers. Learn how Triple Whale classifies new/returning customers.
Pixel Returning Customer Revenue	`returning_customer_revenue`	formula	Pixel-reported conversion value (order revenue) derived from Returning Customers. Learn how Triple Whale classifies new/returning customers.
Pixel Returning Customers Percent	`returning_customers_percent`	formula	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.