The Web Analytics table tracks on-site interactions (page views, add-to-carts, purchases) aggregated by landing page, device, and country. One row per dimension combination per day.

📋
Table Guide
What You Can Answer With This Table

How much traffic are we getting and how many are new visitors? — use sessions, unique_visitors, new_visitors

What are my conversion rates by landing page? — group by landing_page with conversion_rate

How many add-to-carts and purchases are happening per day? — use add_to_carts, orders_quantity

Before You Query

Required field: event_date

A session in Triple Whale is a visit from a Direct, Referral, or UTM source. Sessions are unique per visitor and per tab. A new session starts after 30 minutes of inactivity, or when navigating to a URL with different UTM parameters. Counts may differ from your sales platform due to differing session definitions. Learn more

Metrics that count unique users (e.g., unique_visitors, new_visitors, add_to_carts) are pre-aggregated by landing_page, device, browser, country, and city. Queries that don't group by all of these will overcount users, because a user with sessions on multiple devices or landing pages counts once per combination, not once overall.

When to Use a Different Table

Use Orders table when you need canonical revenue or order totals regardless of attribution. The Web Analytics table is for Triple Whale Pixel-tracked session aggregates.

Use Sessions table when you need individual session records, session timing, per-session device, or referral source. The Web Analytics table is pre-aggregated.

Use GA4 Web Analytics table when you need GA4 web analytics data. The Web Analytics table is for Triple Whale Pixel data.

View the full Triple Whale Data Ontology →

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 website session started, 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 website session started. 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`.
Web Browser	`browser`	string	The web browser of the session where the order originated. Example values: `Chrome`, `Firefox`, `Safari`
Session City	`city`	string	The city of the session where the order originated. Example values: `San Francisco`, `Tel Aviv`, `Kyiv`
Session Country	`country`	string	The country of the session. See list of countries. Example values: `United States`, `Canada`, `United Kingdom`
Device	`device`	string	The type of device used by the visitor for the session. Example values: `mobile`, `desktop`, `tablet`, `wearable`
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`
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`

Measures

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

Title	ID	Type	Description
Add to Carts	`add_to_carts`	numeric	The total number of website sessions that include Pixel-reported Add-to-Cart events.
Annual Recurring Revenue (ARR)	`arr`	numeric	The Pixel-reported annual recurring revenue (ARR) from new subscriptions during a website session.
Bounces	`bounces`	numeric	The Pixel-reported number of single-page sessions where the visitor left the site after a single page view.
Monthly Recurring Revenue (MRR)	`mrr`	numeric	The Pixel-reported monthly recurring revenue (MRR) from new subscriptions during a website session.
New Subscriptions	`new_subscriptions`	numeric	The Pixel-reported number of new subscriptions during a website session.
New Visitors	`new_visitors`	numeric	The Pixel-reported number of first-time visitors to the site.
Order Revenue	`order_revenue`	numeric	Pixel-reported conversion value (order revenue) after shipping, taxes, and discounts (before refunds). Order Revenue = Gross Sales + Shipping + Taxes − Discounts
Website Purchases	`orders_quantity`	numeric	The total number of Pixel-reported purchases (orders) during a website session. Excludes recurring subscription purchases.
Session Page Views	`session_page_views`	numeric	The Pixel-reported number of pages viewed during a website session.
Pixel Sessions	`sessions`	numeric	The Pixel-reported number of online store sessions. Note that Triple Whale defines and tracks sessions differently from the main sales platform so there may be variance between the two. Learn how Triple Whale defines and tracks sessions.
Time on Site	`time_on_site`	numeric	The Pixel-reported time spent by users on the site during a session, measured in seconds.
Unique Visitors	`unique_visitors`	numeric	The Pixel-reported number of unique visitors to the site.

Derived

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

Title	ID	Type	Description
Add To Cart Percent	`add_to_cart_percent`	formula	The percentage of add-to-carts out of total sessions. Add To Cart Percent = Number of Add To Carts / Number of Sessions
Average Page Views Per Session	`average_pages_per_sessions`	formula	The average number of pages viewed by users during each session. Average Page Views Per Session = Session Page Views / Number of Sessions
Average Session Duration	`average_session_duration`	formula	The average time users spend on your site per session. Average Session Duration (in seconds) = Time on Site / (Number of Sessions - Number of Bounces)
Bounce Rate	`bounce_rate`	formula	The percentage of single-page visits (bounces) out of total sessions. Bounce Rate = Number of Bounces / Number of Sessions
Conversion Rate	`conversion_rate`	formula	The percentage of website sessions that result in purchases, as reported by Pixel. Conversion Rate = Number of Website Purchases / Number of Sessions