web_analytics_table
The Web Analytics table tracks user interactions on your website, including page views, session lengths, and actions like adding items to carts or completing purchases. Querying this table helps uncover patterns in visitor behavior, website performance, and the effectiveness of marketing strategies, guiding optimizations for better engagement and conversion rates.
Note
event_dateis a required field for queries on this table.A session in Triple Whale is defined as a visit on your website 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. Learn more
Dimensions
Dimensions are immutable properties that can be used for grouping data.
| ID | Type | Description |
|---|---|---|
event_date | date | The date the session started. Based on the time zone of the shop at the start time of the session. |
event_date.day | date | The day the session started. Derived from event_date. |
event_date.week | date | The Sunday of the week during which the session started. Derived from event_date. |
event_date.month | date | The month during which the session started. Derived from event_date. |
event_date.quarter | date | The first month of the quarter during which the session started. Derived from event_date. |
event_date.year | date | The year during which the session started. Derived from event_date. |
event_hour | string | The hour of the day the session started, according to a 24-hour clock. Based on the time zone of the shop at the start time of the session. Example values: 07, 16, 21 |
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 |
device | string | The type of device used by the visitor for the session. Example values: desktop, tablet, mobile, wearable |
browser | string | The web browser used by the visitor for the session. Example values: Chrome WebView, Opera Touch, Huawei Browser |
country | string | The country from which the session originated. Example values: Canada, United States, Australia |
city | string | The city from which the session originated. Example values: Sydney, Manchester, New York |
Measures
Measures are numeric fields that can be aggregated and/or combined to calculate new metrics.
| Title | ID | Type | Description |
|---|---|---|---|
| Order Revenue | order_revenue | numeric | Order Revenue = Gross Product Sales - Discounts + Shipping + Tax |
| Website Purchases | orders_quantity | numeric | The number of purchases (orders) made during a website session. |
| Session Page Views | session_page_views | numeric | Number of pages viewed during a website session. |
| Time on Site | time_on_site | numeric | Total time spent by users on the site during a website session, measured in seconds. |
| Bounces | bounces | numeric | The number of single-page sessions where the visitor left the site after a single page view. |
| Sessions | sessions | numeric | Total number of online store sessions. 

 Learn how Triple Whale defines and tracks sessions. |
| New Visitors | new_users | numeric | The number of first-time visitors to the site. |
| Add to Carts | add_to_carts | numeric | The number of Add To Carts from unique customers. |
Derived
Derived fields are metrics that are pre-calculated using multiple measures or advanced formulas.
| Title | ID | Type | Description |
|---|---|---|---|
| Conversion Rate | conversion_rate | formula | Conversion Rate = Number of Website Purchases / Number of Sessions |