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Triple Whale Data Schema
How Data Works in Triple Whale
Triple Whale Data Ontology (Conceptual Data Model)
Table Classification by Business Object
Table Schemas
Blended Stats Table
Customer Segmentation Analytics Table
Pixel Joined Table
Pixel Keywords Joined Table
Product Analytics Table
Activities Table
Ads Table
Using Ad Set Targeting Data
Ads – Standardized `channel` IDs
Affiliates Table
Affluencer Hub Table
AI Visibility Table
Creatives Table
Customer Support Agg Metrics Table (BETA)
CS Events Table
CS Messages Table
CS Tickets Table
Custom Categories Table
Custom Category Mappings Table
Custom Spend Table
Customer Journey Table
Customer Segmentation Table
Customers Table
Email/SMS Settings Table
Email/SMS Table
External Revenue Table
GA4 Product Analytics Table
GA4 Sessions Agg Table
GA4 Web Analytics Table
ID Graph Table
Keywords Table
Orders Table
Pixel Custom Conversions Table
Pixel Custom Events Table
Pixel Orders Table
Post-Purchase Survey Table
Post-Purchase Survey (PPS) – Standardized Source IDs
Products Table
Refunds Table
Reviews Table
Search Terms Table
Sessions Table
Shipping Table
Social Media Mentions Table
Social Media Comments Table
Social Media Pages Table
Social Media Posts Table
Subscription Metrics Table
Subscriptions Table
Web Analytics Table
Triple Whale Metrics
Custom Metrics
Net Profit
Blended ROAS
MER
Net Margin
Blended Ad Spend
NCPA
NC ROAS
Return Rate
Blended CPA
POAS
BA ROAS
Store Metrics
Order Revenue
Orders
Refunded Sales (Returns)
Net Taxes
True Average Order Value
Average Order Value (AOV)
New Customers Percent
Gross Sales
Returning Customers Percent
Non-Zero Orders
New Customer Orders
Units Sold
New Customer Revenue
Returning Customer Revenue
Discounts
Total Sales
Sale Taxes
Is New Customer
Amazon Sales Metrics
Amazon Product Sales
Amazon Orders
Amazon Taxes
Amazon Items Sold
Amazon Estimated Fees
Amazon Sales (Order Revenue)
Amazon Cost of Goods Sold (COGS)
Amazon Handling Fees
Ad Metrics
Facebook Ads Metrics
Facebook Ad Spend
Facebook ROAS
Facebook CPC
Facebook CPM
Facebook CV
Facebook CPOC
Facebook CTR
Facebook Revenue Per Link Click
Facebook Conversions (Purchases)
Facebook CPA
Google Ads Metrics
Google Ad Spend
Google CV
Google ROAS
Google Conversions (Purchases)
Google CTR
Google CPA
Google CPM
Google Clicks
Google Impressions
Google All CV
Google All Conversions
TikTok Ads Metrics
TikTok Ad Spend
TikTok ROAS
TikTok Impressions
TikTok CPM
TikTok CPC
TikTok CTR
TikTok CPA
TikTok CV
TikTok Conversions (Purchases)
Microsoft Ads Metrics
Microsoft Ad Spend
Microsoft Conversions (Purchases)
Microsoft CV
Microsoft Clicks
Microsoft Impressions
Microsoft ROAS
Microsoft CTR
Microsoft CPA
Microsoft CPM
Amazon Ads Metrics
Amazon Ad Spend
Amazon ROAS
Amazon CPC
Amazon Clicks
Amazon Conversions (Purchases)
Amazon CV
Pinterest Ads Metrics
Pinterest Ad Spend
Pinterest ROAS
Pinterest CPC
Pinterest CPM
Pinterest CV
Pinterest Conversions (Purchases)
Pinterest Impressions
Pinterest CTR
Snapchat Ads Metrics
Snapchat Ad Spend
Snapchat ROAS
Snapchat Impressions
Snapchat Swipes
Snapchat CPM
Snapchat CPA
Snapchat CV
Twitter Ads Metrics
Twitter Ad Spend
Twitter ROAS
Twitter Impressions
Twitter CPM
Twitter CPA
Twitter CV
Twitter Conversions (Purchases)
Twitter Clicks
Outbrain Ads Metrics
Outbrain Ad Spend
Outbrain Impressions (Displays)
Outbrain Clicks
Outbrain CTR (vCTR)
Outbrain Conversions (Purchases)
Outbrain All Conversions
Outbrain CPA
Outbrain CPM (vCPM)
Outbrain CV
Outbrain ROAS
Outbrain AOV
Criteo Ads Metrics
Criteo Ad Spend
Criteo ROAS
Criteo Impressions (Displays)
Criteo Conversions (Purchases)
Criteo Visits
Criteo Clicks
Criteo AOV
Criteo CPA
Criteo CPV
Criteo CV
Taboola Ads Metrics
Taboola Ad Spend
Taboola Impressions (Displays)
Taboola Clicks
Taboola CTR (vCTR)
Taboola CPC
Taboola CPA
Taboola CPM (vCPM)
Taboola CV
Taboola ROAS
Taboola AOV
Taboola CPV
MNTN Ads Metrics
MNTN Ad Spend
MNTN ROAS
MNTN Impressions
MNTN Conversions (Purchases)
MNTN CV
MNTN AOV
MNTN CPA
MNTN CPV
LinkedIn Ads Metrics
LinkedIn Ad Spend
LinkedIn Impressions
LinkedIn Clicks
LinkedIn CTR (vCTR)
LinkedIn CPA
LinkedIn CPM (vCPM)
LinkedIn CV (Revenue on Conversions)
LinkedIn ROAS
LinkedIn AOV
Axon by Applovin Ads Metrics
Axon by Applovin Ad Spend
Axon by Applovin Impressions
Axon by Applovin Clicks
Axon by Applovin CTR
Axon by Applovin Conversions (Purchases)
Axon by Applovin CPA
Axon by Applovin CPM
Axon by Applovin CV (Revenue on Conversions)
Axon by Applovin ROAS
Axon by Applovin AOV
Email/SMS Metrics
Klaviyo Metrics
Klaviyo CV (Revenue)
Klaviyo Flows CV (Revenue)
Klaviyo Campaigns CV (Revenue)
Klaviyo Percent of Revenue
Klaviyo Flows Percent of Revenue
Klaviyo Campaigns Percent of Revenue
Klaviyo Unsubscribed
Klaviyo Subscribed
Klaviyo Net New Subscribers
Web Analytics Metrics
Conversion Rate (CR)
Sessions
New Users (New Visitors)
Add to Cart Sessions
Subscription Metrics
First Order Revenue
Recurring Order Revenue
Subscription Order Revenue
Reactivated Subscribers
New Subscriptions
Cancelled Subscriptions
Churned Subscribers
Active Subscriptions
Active Subscribers
Shipping Metrics
Shipstation Metrics
Shipstation Shipping Costs
Shipstation Shipments
Customer Support Metrics
Gorgias Metrics
Gorgias Tickets Created
Gorgias Tickets Replied
LTV Metrics
Lifetime Value (LTV)
Unique Customers
Expense Metrics
Payment Gateway Costs
Cost of Goods Sold (COGS)
Handling Fees
Shipping Costs
Custom Spend (Custom Expenses)
Using Triple Whale Data
SQL Example Library
SQL Example Library Overview and Best Practices
Customer and Order Insights (orders_table)
SQL Example: Top 200 Customers by Total Order Revenue
SQL Example: Single vs. Multi-Item Orders
SQL Example: Purchase Frequency Distribution (Orders per Customer)
SQL Example: Retention & Churn Signals (Time Between Last Two Orders)
SQL Example: Revenue Split (First vs. Second Half of Date Range)
SQL Example: Hourly Revenue Indexed by Day
SQL Example: Lifetime Value by Day Range (60, 90, 180, 365)
Product Purchase Patterns (orders_table + products_info)
SQL Example: Top First Purchased Products (Count, AOV, LTV…)
SQL Example: Most Common Next Product Bought (Sequential Product Purchases)
SQL Example: Most Common Second Product Bought
Ad & Funnel Performance (ads_table, pixel_joined_tvf, web_analytics_table)
SQL Example: Group Campaigns by Keyword (Top Match Terms)
SQL Example: Weekly Performance Metrics (ROAS, CTR, CVR…)
SQL Example: Monthly Pixel ROAS for Selected Channels (Bing, Facebook, Google)
SQL Example: Website Performance by Device and Country
SQL Example: Multi-Touch Landing Page Paths (Conversion & Bounce Metrics)
Data Troubleshooting Guides
Why Does My Total Revenue Across Channels Look Higher Than My Store Revenue?
Why Does My Total Sales in Shopify Not Match My Total Sales in Triple Whale?
Why Are My Amazon Product Sales in Triple Whale Different From Amazon’s Official Dashboard?
Why Is My New vs. Returning Customer Count Different in Triple Whale vs. Shopify?
Why Is My Klaviyo (or Email/SMS) Revenue in Triple Whale Different from the Klaviyo Dashboard?
Why Do TikTok Shop Purchases Show a Different Number in the Pixel Report (Pixel > All) Compared to the Ads Breakdown (Pixel > Ads > TikTok)?
Why Does Triple Whale Show a Lower Fairing/Kno Post-Purchase Survey Response Rate Than Fairing/Kno’s Own Dashboard?
Why Do Shopify Sessions Not Match Triple Whale Web Analytics?
Why Does My Conversion Rate Not Match Between Triple Whale and Shopify?
Why Does the Inventory Metric on the Summary Page Not Match Shopify Inventory Reports?
Why Does Brand Search Lose Credit in Total Impact (TI), or Why Might Another Channel Get More Credit Than Expected?
Why Am I Seeing Negative Profit for a Channel in Total Impact?
Why Do My Campaigns Have Spend but No Sessions?
Why Are Some Orders Missing or Marked as “Excluded” in the Pixel?
Why Is My Ad Spend on the Summary Page Different From the Pixel Report or Blended Stats?
Why Do Conversions in Web Analytics Not Match the Pixel Report?
Why Is My COGS in Triple Whale Different From My Shopify COGS?
Why Does My Lifetime Value (LTV) Metric Keep Changing Over Time?
Why Is My NCPA on the Summary Page Different From the NCPA in the Cohort Page?
Why Do the PPS ‘Views’ in the Retention Tab Not Match the Actual Number of Post-Purchase Survey Responses?
Why Are My Meta (Facebook) Organic Sessions Inflated Compared to Triple Whale Sessions?
Why Is My Triple Whale Web Analytics Pageview Count Lower Than My Google Analytics Pageview Count?
Why Are My TikTok or Meta/Facebook Purchases Falling Under 'Not Set' or Non-Attributed in the Attribution Page?
Why Does My New Customer Count in LTV Cohorts Not Match Shopify?
Why Do Pixel Unique Metrics Look Higher at the Channel, Campaign, or Ad Set Level Than at the Ads Level?
Moving from BigQuery to ClickHouse syntax in the SQL Editor
Mapping BigCommerce Fields to Triple Whale
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