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

Which paid search queries are generating revenue and purchases? — use query, conversion_value, spend

Where does my site rank in organic search for a given search query? — use query, position, impressions

Before You Query

Required field: event_date

Paid rows carry spend and conversion metrics; Google Search Console rows carry organic position. Filter by channel before comparing them.

Key Relationships

Table Join Key Use This Join To
Keywords keyword_id Audit which search queries triggered each bidded keyword.

When to Use a Different Table

Use Keywords table when you need performance for the bidded keywords rather than the search queries users typed. The Search Terms table is for the actual search queries, which can diverge from bidded keywords when keyword matching allows broad or close-variant matches.

Use Pixel Keywords Joined table when you need Pixel-attributed revenue tied to a keyword. The Search Terms table carries channel-reported conversions for paid search and organic search visibility metrics.

View the full Triple Whale Data Ontology →

Table	Join Key	Use This Join To
Keywords	`keyword_id`	Audit which search queries triggered each bidded keyword.

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 6 days ago