Search Terms Table

search_terms_table

The Search Terms table contains channel-reported performance for paid (Google Ads, Amazon) and organic (Google Search Console) search queries. One row per query, source, and day.

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Table Guide
What You Can Answer With This Table

What queries are driving traffic to my site, paid or organic? — use clicks, impressions, group by query

Which paid search queries are generating revenue and purchases? — use conversion_value, purchases, spend, group by query, filter to paid channel values

Where does my site rank in organic search for a given query? — use position, impressions, group by query, filter channel = 'google'

How does my organic search performance compare to my paid search performance for the same query? — use clicks, impressions, group by query and channel

Before You Query

Required field: event_date

Paid and organic columns do not overlap. spend, conversion_value, purchases, all_conversions, and all_conversion_value are populated only for paid search (Google Ads, Amazon). position is populated only for organic search (Google Search Console). Filter or aggregate accordingly.

Key Relationships
Table Join Key What the Join Enables
Keywords keyword_id Bidded-keyword attributes for paid search rows: match type, keyword text, quality score, status, and CPC bids.

When to Use a Different Table

For the performance of your bidded keywords rather than user-typed queries → use Keywords. Search Terms aggregates by what the user actually searched; Keywords aggregates by the ad-platform keyword you bid on. The two diverge when match type is broad, phrase, or close-match.

For Pixel-attributed revenue tied to a keyword → use Pixel Keywords Joined. Search Terms only carries channel-reported conversions; Pixel Keywords Joined applies an attribution model to tie purchases back to keywords.

View the full Triple Whale Data Ontology →

Table	Join Key	What the Join Enables
Keywords	`keyword_id`	Bidded-keyword attributes for paid search rows: match type, keyword text, quality score, status, and CPC bids.

Dimensions

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

Title	ID	Type	Description
Event Date	`event_date`	date	The date the search query occurred, in Pacific Time Zone (PT).
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`.
Account ID	`account_id`	string	The unique ID of the connected search source, such as a verified domain in Search Console. Example value: `sc-domain:myshop.com`
Channel	`channel`	string	The platform where the search query occurred. Possible values: `google` (organic Google Search Console), `google-ads` (Google Ads paid search), `amazon` (Amazon paid search).
Keyword ID	`keyword_id`	string	The unique ID for the keyword that surfaced the site's content in search results. Example value: `313990984637674`
Search Query	`query`	string	The exact search term entered by the user that surfaced the site’s content in search results. Example values: `nike running shoes`, `best camping gear`

Measures

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

Title	ID	Type	Description
Ad Spend	`spend`	numeric	Channel-reported ad spend for this search term. Only available for paid search (Google Ads, Amazon).
All Conversion Value	`all_conversion_value`	numeric	Revenue generated from channel-reported conversions of all types.
All Conversions	`all_conversions`	numeric	The total number of channel-reported conversions of all types (e.g. purchases, registrations, subscriptions).
Clicks	`clicks`	numeric	Number of times users clicked on the site in the search results.
Conversion Value	`conversion_value`	numeric	Revenue generated from channel-reported conversions (purchases).
Impressions	`impressions`	numeric	Number of times the site appeared in search results for a query.
Position	`position`	numeric	The average position where the site appeared in search results for the query.
Purchases	`purchases`	numeric	Number of channel-reported purchase conversions attributed to this search term.

Updated 1 day ago