Product Analytics Table

The Product Analytics table provides insights into product performance, including sales, orders, and customer metrics. Analyzing this table helps understand sales drivers, purchasing trends, and marketing campaign effectiveness on product sales.

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Note

event_date is a required field for queries on this table.

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Key Concepts When Using Product Analytics Table

Data Structure

• The Product Analytics table provides insights at both the product and variant levels. Data is structured to allow users to analyze performance metrics for individual variants (e.g., specific sizes or colors) and aggregate data at the product level (e.g., all sizes and colors of a product).
• The id field represents either the product_id or variant_id depending on the row, ensuring seamless identification across different levels of granularity.

Metrics and Attribution

• Metrics such as clicks, impressions, spend, and number_of_ads are proportionally distributed (based on quantity, not price) to products and variants based on their contribution to completed orders, using the Triple Attribution model by default.

Dimensions

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

Title	ID	Type	Description
Event Date	event_date	date	The date the order was placed. Based on the time zone of the shop at the moment of purchase.
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.
Entity	entity	string	The entity type of the item. Example values: product, variant
ID	id	string	The unique ID of the product or variant as set within the main sales platform. Example value: 3891505496131
Inventory Quantity	inventory_quantity	string	The current inventory quantity of the product or variant. Example values: 21749, 57, 332
Product ID	product_id	string	The unique ID of the product as set within the main sales platform. Example value: 3891505496131
Product Tags	product_tags	repeated string	Tags associated with the product, assigned by the seller in the main sales platform. Example values: 3-pack, Sale, discount_eligible
Product Title	product_title	string	The title of the product as set within the main sales platform. Example values: Green Soft Socks 3-Pack, Paring Knife Travel Case, Gift Subscription
SKU	sku	string	The SKU (Stock Keeping Unit) for the product or variant as set within the main sales platform. Example values: GP-BACK-02, A02630, POP200NAVY
Title	title	string	The title of the product or variant as set within the main sales platform. Example values: Paring Knife Travel Case, Gift Subscription, Black, XXL
Variant ID	variant_id	string	The unique ID of the variant as set within the main sales platform. Example value: 33193425920151
Variant Title	variant_title	string	The title of the variant as set within the main sales platform. Example values: Forest Green, M, iPhone 14 Pro
Vendor	vendor	string	The vendor of the product or variant. Example values: Route, Canon, Corso, MyShop

Measures

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

Title	ID	Type	Description
Clicks	clicks	numeric	Number of channel-reported ad clicks proportionally allocated to the product or variant based on its contribution to completed orders.
Customers	customers	numeric	Total number of unique customers who purchased the product or variant.
Fulfillment Costs	fulfillment_costs	numeric	Total costs associated with fulfilling orders that include the product or variant.
Impressions	impressions	numeric	Total number of ad impressions proportionally allocated to the product or variant based on its contribution to completed orders.
New Customer Fulfillment Costs	new_customer_fulfillment_costs	numeric	Total costs associated with fulfilling orders that include the product or variant placed by new customers.
New Customer Orders	new_customer_orders	numeric	The total number of orders by new customers that contain the product or variant. 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.
New Customer Revenue	new_customer_revenue	numeric	The total revenue derived from orders by new customers that contain the product or variant. 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.
New Customer Total Items Sold	new_customer_total_items_sold	numeric	Total quantity of the product or variant ordered 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.
New Customer Total Order Value	new_customer_total_order_value	numeric	The total revenue of orders by new customers that contain the product or variant, before adjustments such as discounts, shipping, fees, taxes, and refunds. 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.
Ads	number_of_ads	numeric	Total number of ads contributing to orders containing the product or variant.
Orders	orders	numeric	The total number of orders that contain the product or variant.
Repeat Customers	repeat_customer	numeric	Total number of unique customers who purchased the product or variant more than once.
Order Revenue	revenue	numeric	The total revenue derived from orders by that contain the product or variant.
Ad Spend	spend	numeric	Total ad spend proportionally allocated to the product or variant based on its contribution to completed orders.
Units Sold	total_items_sold	numeric	The total number of individual units sold for the product or variant.
Total Order Value	total_order_value	numeric	The total revenue of orders that contain the product or variant, before adjustments such as discounts, shipping, fees, taxes, and refunds.

Derived

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

Title	ID	Type	Description
Average Purchase Price	avg_purchase_price	formula	The average price per item sold. Average Purchase Price = Order Revenue / Total Items Sold
Contribution Margin	contribution_margin	formula	The total profit contribution after subtracting fulfillment costs and ad spend from total revenue. Contribution Margin = Order Revenue - Fulfillment Costs - Ad Spend
Contribution Margin Per Item	contribution_margin_per_item	formula	The profit contribution for each item sold. Contribution Margin Per Item = (Order Revenue - Fulfillment Costs - Ad Spend) / Total Items Sold
Cost Per Acquisition (CPA)	cpa	formula	The cost to acquire a single paying customer. CPA = Total Ad Spend / Total Orders
Cost Per Click (CPC)	cpc	formula	The average cost for each click on an ad. CPC = Total Ad Spend / Total Clicks
Cost Per Thousand Impressions (CPM)	cpm	formula	The cost to reach 1,000 ad impressions. CPM = Total Ad Spend / (Total Impressions / 1,000)
Click-Through Rate (CTR)	ctr	formula	The percentage of ad impressions that resulted in clicks. CTR = Total Clicks / Total Impressions
Gross Profit	gross_profit	formula	The total profit excluding fulfillment costs. Gross Profit = Revenue - Fulfillment Costs
New Customer AOV	new_customer_aov	formula	The average order value for new customers, indicating the average spend per order by new customers. New Customer AOV = New Customer Total Order Value / New Customer Orders
New Customer CPA	new_customer_cpa	formula	The cost to acquire a single new paying customer. New Customer CPA = Total Ad Spend / New Customer Orders
New Customer Gross Profit	new_customer_gross_profit	formula	The gross profit generated from new customers. New Customer Gross Profit = New Customer Revenue - New Customer Fulfillment Costs
New Customer ROAS	new_customer_roas	formula	Revenue generated from new customers relative to ad spend. New Customer ROAS = New Customer Revenue / Ad Spend
Product AOV	product_aov	formula	The average order value for products, representing the average amount spent per order. Product AOV = Total Order Value / Total Orders
Return on Ad Spend (ROAS)	roas	formula	The total revenue generated relative to ad spend. ROAS = Order Revenue / Ad Spend