The Pixel Orders table enriches orders with Triple Whale Pixel attribution context, showing which ads, campaigns, and channels drove each purchase. One row per order per attributed ad or channel; orders can have multiple rows under multi-touch attribution models.

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Table Guide
What You Can Answer With This Table

Which channels or campaigns drove the most attributed revenue? — group by channel or campaign_id with order_revenue

Which specific orders were attributed to a campaign or ad? — use order_id with campaign_id, ad_id

How does attributed revenue differ by model or customer type? — group by model or is_new_customer with order_revenue

Before You Query

Required field: event_date

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

Multi-touch row duplication: Under multi-touch attribution models (Triple Attribution, Linear Paid, Linear All, and Clicks & Views), an order can appear on multiple rows, one per touchpoint that contributed credit. The order_revenue and orders_quantity on each row are scaled to that touchpoint's share of the order, so summing them across the order's rows returns the order's full revenue and counts as 1 order. To count orders correctly, use count(distinct order_id) or sum(orders_quantity) (not count(*), which counts touchpoint-rows).

Single-touch models: Single-touch attribution models (Last Click, First Click) attribute the full order to one touchpoint, so each order has one row with full credit. Under these models, count(*) and the sums all behave like a normal one-row-per-order table.

Total Impact not supported: The Total Impact model is not supported on the Pixel Orders table. Queries using model = 'Total Impact' will return an error. Total Impact is an aggregated model that cannot be applied per order.

Onsite shop counts: Order counts for onsite shop channels (e.g., Meta Shop, TikTok Shop) may differ from Pixel Joined. Both are correct: Pixel Orders uses pixel-tracked counts, which include organic onsite purchases, but only at the channel level, not by campaign or ad; Pixel Joined uses platform-reported counts from the ads API for onsite channels.

Key Relationships

Table Join Key Use This Join To
Orders order_id Add product, discount, customer, and fulfillment context to attributed orders
Customers customer_id_key Segment attributed orders by customer profile attributes
Sessions session_id Add session behavior and traffic context to attributed order sessions

When to Use a Different Table

Use Orders table when you need non-duplicated order totals for revenue, fulfillment, or financial reporting. The Pixel Orders table is for order-level attribution context and may have multiple rows per order under multi-touch models.

Use Pixel Joined table when you need aggregated attributed performance, such as spend, impressions, or ROAS by campaign. The Pixel Orders table preserves individual order records with attribution context.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Orders	`order_id`	Add product, discount, customer, and fulfillment context to attributed orders
Customers	`customer_id_key`	Segment attributed orders by customer profile attributes
Sessions	`session_id`	Add session behavior and traffic context to attributed order sessions

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 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 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 ID	`ad_id`	string	The unique ad ID. Assigned by the ad platform. Example value: `120210439891110007`
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 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`
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` Note: `group by attribution_window` is unavailable on the Pixel Orders table.
Billing City	`billing_city`	string	The city of the customer's billing address. Example value: `San Francisco`
Billing Country	`billing_country`	string	The full name of the customer's billing country. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Billing Country Code	`billing_country_code`	string	The country code of the customer's billing address. See list of countries. Example values: `US`, `CA`, `GB`
Billing State	`billing_province`	string	The state or province of the customer's billing address. Example values: `Oregon`, `British Columbia`, `Michigan`
Web Browser	`browser`	string	The web browser of the session where the order originated. Example values: `Chrome`, `Firefox`, `Safari`
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 Type	`campaign_type`	string	The type of campaign. Example values: `PERFORMANCE_MAX`, `SEARCH`, `VIDEO`, `DEMAND_GEN`
Cancelled Date	`cancelled_at`	timestamp	The time at which the order was canceled. Formatted according to the ISO 8601 international standard . NULL if the order was not canceled. \n \nExample value: `2022-06-15T19:26:30.000Z`
Channel	`channel`	string	The platform through which the ad was delivered. Example values: `facebook-ads`, `tiktok-ads`, `Direct`
Click Date	`click_date`	date	The date the ad was clicked. Based on the shop time zone at the moment of the click. Example value: `2024-10-26`
Click Timestamp	`click_ts`	timestamp	The time at which the ad was clicked. Formatted according to the ISO 8601 international standard. Example value: `2024-10-26 20:03:48`
Order Created Date	`created_at`	timestamp	The time at which the order record was created. Formatted according to the ISO 8601 international standard. Example value: `2022-06-15T19:26:30.000Z`
Order Currency	`currency`	string	The original currency of the order, 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`
Customer Email	`customer_email`	string	The customer's email address. Example value: `[email protected]`
Customer First Name	`customer_first_name`	string	The customer's first name. Example value: `John`
Customer City	`customer_from_city`	string	The city of the customer's shipping address. Example value: `San Francisco`
Customer Country	`customer_from_country_code`	string	The country code of the customer's default address. See list of countries. Example values: `US`, `CA`, `GB`
Customer Country Name	`customer_from_country_name`	string	The full name of the customer's country. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Customer State	`customer_from_state_code`	string	The state or province of the customer's shipping address. Example value: `CA`
Customer ID	`customer_id`	string	The unique identifier for the customer, assigned by the main sales platform. Example value: `5209503793328`
Customer ID Key	`customer_id_key`	string	Join key for connecting this table to the Customers table. Contains `customer_id` for Shopify shops and `customer_email` for non-Shopify shops (e.g., Amazon, BigCommerce, WooCommerce). Example values: `5209503793328`, `[email protected]`
Customer Last Name	`customer_last_name`	string	The last name of the customer. Example value: `Doe`
Customer Tags	`customer_tags`	repeated string	Tags associated with the customer, set in the main sales platform. Example values: `Active Subscriber`, `PayPal_user`, `Login with FB`
Device	`device`	string	The type of device used by the visitor for the session. Example values: `mobile`, `desktop`, `tablet`, `wearable`
Discount Code	`discount_code`	string	The discount code or promotion name used in the order. Set by the seller in the main sales platform. Example values: `WELCOME10`, `Replacement for defective item`, `807QRWMNK2`
Fulfillment Status	`fulfillment_status`	string	The fulfillment status of the order. Example values: `fulfilled`, `partial`, `restocked`
Is First Order in Subscription	`is_first_order_in_subscription`	boolean	True if the order is the first in a subscription series. Possible values: `true`, `false`
Is New Customer	`is_new_customer`	boolean	True if this is the customer's first order. Possible values: `true`, `false` Learn how Triple Whale classifies new/returning customers.
Is Subscription Order	`is_subscription_order`	boolean	True if the order is part of a subscription. Possible values: `true`, `false`
Landing Page	`landing_page`	string	The URL path (without query parameters) of the page the visitor landed after clicking on an ad or link, indicating the first page viewed in a session. Example value: `/myshop/collections/green_sweater`
Attribution Model	`model`	string	The attribution model used. By default `Triple Attribution`. Possible values: `Triple Attribution`, `Triple Attribution + Views`, `Clicks & Views`, `Linear All`, `Linear Paid`, `First Click`, `Last Click`
Order ID	`order_id`	string	The unique order ID, assigned by the main sales platform. Example value: `4930225799243`
Order Name	`order_name`	string	The name of the order as assigned by the seller on the main sales platform. Example values: `#2188464`, `Ex-2163819-9`
Sales Platform	`platform`	string	The sales platform where the order was processed. Example values: `Shopify`, `Amazon`
Products	`products_info`	record repeated	Details about the products associated with the order (at the level of the variant), including name, product ID, variant ID, type, SKU, etc. Returns the latest product information, not necessarily the data at the time the order was placed.
Product ID	`products_info.product_id`	string	The unique ID of the product as set within the main sales platform. Example value: `3891505496131`
Product Name	`products_info.product_name`	string	The name of the product as set within the main sales platform. Example values: `Green Soft Socks 3-Pack`, `Paring Knife Travel Case`, `Gift Subscription`
Product Vendor	`products_info.vendor`	string	The vendor of the product as set within the main sales platform. Example values: `Acme`, `XYZ Corp`, `Brandless`
Product Type	`products_info.product_type`	string	The product type as set within the main sales platform. Example values: `Jackets`, `Coffee Mugs`, `Books`
Product Tags	`products_info.product_tags`	repeated string	Tags associated with the product, set in the main sales platform. Example values: `Upsell`, `Order Credits`, `discount_eligible`
Product SKU	`products_info.product_sku`	string	The SKU (Stock Keeping Unit) for the product as set within the main sales platform. Example values: `GP-BACK-02`, `A02630`, `POP200NAVY`
Product Variant ID	`products_info.variant_id`	string	The unique ID for a specific variant of a product as set within the main sales platform. Example value: `29275946877001`
Is Gift Card	`products_info.is_gift_card`	boolean	True if the product purchased is a gift card. Possible values: `true`, `false`
Product Properties	`products_info.properties`	record repeated	Custom key–value properties attached to the product line item (e.g., personalization details, bundle metadata, app-specific fields).
Product Property Name	`products_info.properties.name`	string	The name or key of the product property.
Product Property Value	`products_info.properties.value`	string	The value assigned to the product property.
Product Duties	`products_info.duties`	record repeated	Import duties or tariffs applied to the product.
Product Duty ID	`products_info.duties.duty_id`	string	The unique identifier of the duty applied to the product.
Product Duty Tax Lines	`products_info.duties.tax_lines`	record repeated	Tax lines charged on the product duty.
Product Duty Tax Line Amount	`products_info.duties.tax_lines.price`	numeric	The tax amount charged on the product duty per tax line.
Product Duty Amount	`products_info.duties.price`	numeric	The monetary amount of duty charged for the product.'
Product Price	`products_info.product_name_price`	numeric	The price of a single product (to the buyer).
Total Product Discount	`products_info.discount_amount_for_product`	numeric	The amount discounted from the product price, before taxes. By default shown in the shop's currency.
Net Product Discount	`products_info.net_discount_amount_for_product`	numeric	The amount discounted from the product price, after taxes. By default shown in the shop's currency.
Product Units Sold	`products_info.product_name_quantity_sold`	numeric	The total number of individual units sold for the product.
Product Cost	`products_info.single_product_cost`	numeric	The cost of a single product (to the seller).
Session City	`session_city`	string	The city of the session where the order originated. Example values: `San Francisco`, `Tel Aviv`, `Kyiv`
Session Country	`session_country`	string	The country of the session where the order originated. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Session ID	`session_id`	string	The unique session ID assigned by Triple Pixel. Note: Only sessions with an order are included in the Pixel Orders table. For data on all sessions, use the Sessions table. Example value: `cltlok4y634IRw62AZ_1710700966152`
Shipping City	`shipping_city`	string	The city of the shipping address. Example value: `San Francisco`
Shipping Country Code	`shipping_country_code`	string	The country code of the shipping address. See list of countries. Example values: `US`, `CA`, `GB`
Shipping Country Name	`shipping_country_name`	string	The full name of the shipping country. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Shipping State	`shipping_state`	string	The province or state of the shipping address. Example value: `California`
Shipping State Code	`shipping_state_code`	string	The province or state code of the shipping address. Example value: `CA`
Shipping Zip Code	`shipping_zip`	string	The zip/postal code of the customer's shipping address. Example values: `48104`, `18235-2239`, `CH25 9BH`
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`
Shop Timezone	`shop_timezone`	string	The designated timezone of the shop according to the tz database .
Source	`source_name`	string	The origin of the order as designated by the seller on the main sales platform. Example values: `web`, `pos`, `tiktok`
Tags	`tags`	repeated string	Tags associated with the order, assigned by the seller in the main sales platform. Example values: `Upsell`, `Order Credits`, `discount_eligible`
Triple Pixel ID	`triple_id`	string	The unique ID assigned by Triple Pixel to track visitors across sessions. Example value: `cltlok4y634IRw62AZ`
UTM Medium	`utm_medium`	string	The UTM medium parameter captured by Triple Pixel from the ad URL Example values: `sponsored`, `paid`, `profile_link`
UTM Source	`utm_source`	string	The UTM source parameter captured by Triple Pixel from the ad URL. Example values: `web`, `pos`, `tiktok`, `facebook`, `google`, `newsletter`

Measures

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

Title	ID	Type	Description
Cost of Goods (COGS)	`cost_of_goods`	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 in the Orders table.
Currency Rate	`currency_rate`	numeric	The rate used to convert monetary values to the shop's currency. If no conversion was applied, the value is `1`. To convert back to the original currency, divide by this rate.
Order-Level Custom Expenses	`custom_expenses`	numeric	Additional custom expenses associated with individual orders. Import these using the Enrich Orders Data API endpoint.
Custom Gross Profit	`custom_gross_profit`	numeric	Custom gross profit for individual orders. Import using the Enrich Orders Data API endpoint.
Custom Gross Sales	`custom_gross_sales`	numeric	Custom gross sales for individual orders. Import using the Enrich Orders Data API endpoint.
Custom Net Revenue	`custom_net_revenue`	numeric	Custom net revenue for individual orders. Import using the Enrich Orders Data API endpoint.
Custom Orders Quantity	`custom_orders_quantity`	numeric	The custom-defined quantity of orders to count for the single `order_id`. Possible values: `0`, `1` Import using the Enrich Orders Data API endpoint.
Custom Total Items	`custom_total_items_quantity`	numeric	The custom-defined total number of items in the order. Import using the Enrich Orders Data API endpoint.
Discounts	`discount_amount`	numeric	The total discount amount applied to the order, including shipping discounts.
Product Discount Amount	`discount_amount_for_product`	numeric	The total product discount amount applied to the order.
Shipping Discount Amount	`discount_amount_for_shipping`	numeric	The total shipping discount amount applied to the order.
Gross Sales	`gross_product_sales`	numeric	Gross sales revenue (before shipping, taxes, discounts, or refunds). Gross Sales = Product Price x Units Sold
Handling Fees	`handling_fees`	numeric	Handling fees (e.g. boxing, packaging, or “pick & pack” services) paid by the seller for orders in the selected time frame. Edit these in Cost Settings > Cost of Goods.
Order Revenue	`order_revenue`	numeric	Revenue earned after shipping, taxes, and discounts (before refunds). Order Revenue = Gross Sales + Shipping + Taxes − Discounts
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.
Payment Gateway Costs	`payment_gateway_costs`	numeric	Payment processing fees (not including currency conversion fees) paid by the seller. Edit these in Cost Settings > Gateway Costs.
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
Shipping Costs	`shipping_costs`	numeric	Shipping costs paid by the seller for orders within the select timeframe. Edit these in Cost Settings > Shipping.
Shipping Price	`shipping_price`	numeric	The total shipping price of the order, including shipping taxes and shipping discounts.
Taxes	`taxes`	numeric	Amount customers paid in taxes (excluding refunded taxes).

Derived

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

Title	ID	Type	Description
Pixel Average Order Value	`aov`	formula	The Pixel-reported average order value. Pixel AOV = Pixel Conversion Value / Number of Pixel Purchases
Lifetime Value	`ltv`	formula	The average order revenue per customer, for orders placed within the selected timeframe. LTV = Order Revenue / Unique Customers
Pixel New Customer Purchases	`new_customer_orders`	formula	The total number of orders placed by new customers within the selected time frame. Learn how Triple Whale classifies new/returning customers.
Pixel New Customer Revenue	`new_customer_revenue`	formula	The total revenue derived from orders by new customers. 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.
Non-Zero Pixel Purchases	`orders_with_amount`	formula	The total number of Pixel-reported purchases with a revenue greater than zero. Non-Zero Pixel Purchases = Count of Pixel Purchases where Order Revenue > $0
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.
Pixel True Average Order Value	`true_aov`	formula	The average non-zero order value (before shipping or taxes), as reported by the sales platform. True AOV = (Order Revenue - Shipping Price - Taxes) / Number of Orders > $0
Unique Customers	`unique_customers`	formula	Number of unique customers who placed orders within the selected timeframe.