All blend tabs use a shared set of column names. Sources only fill the fields they support; other cells are blank or zero for that source.
| Field | Description |
|---|---|
| Date | Calendar day for the row (YYYY-MM-DD). Default grain for most tabs. |
| Week | Start of the ISO week for that date (Monday). Filled automatically when Date is present. |
| Month | First day of the month. Used as the primary grain on Channel Comparison tabs. |
| Source | Platform label (for example “Google Ads”, “Shopify”). When Combine by date is on, multiple sources appear comma-separated in one cell. |
| Account Name | Human-readable account, property, or shop name for that source. |
| Channel Type | High-level channel category: paid_social, paid_search, analytics, organic_search, or ecommerce. |
| Campaign | Campaign name(s) for the day. Google Ads may list multiple campaigns comma-separated when rolled up to account-day. |
| UTM Source / Medium / Campaign / Content / Term | UTM dimensions when provided by a source (for example GA4). Often empty for ad platforms that do not export UTMs at this grain. |
| Field | Description | Typical sources |
|---|---|---|
| Spend | Ad spend in account currency for the day. | Meta, Google Ads, TikTok, LinkedIn, Bing |
| Impressions | Ad impressions (or search impressions for GSC). | Ad platforms, Google Search Console |
| Clicks | Ad or search clicks. | Ad platforms, Google Search Console |
| Conversions | Conversion count as reported by the platform (purchase or primary conversion actions). | Ad platforms, GA4 |
| Conversion Value | Revenue attributed to conversions in the ad platform (not store revenue). | Meta, Google Ads, Bing (where available) |
| Revenue | Store or marketplace sales for the day. | Shopify, Etsy, Amazon Seller |
| Orders | Number of orders for the day. | Shopify, Etsy, Amazon Seller |
| Sessions | Website sessions. | GA4 |
| Users | Active users. | GA4 |
| Followers | Follower or follow-related metric from social ads APIs. | TikTok, LinkedIn |
| Engagement Rate | Engagement rate when the platform provides it. | LinkedIn (custom tabs) |
These are calculated after data is fetched (and after combine-by-date, if enabled). You do not need to map them from each API.
| Field | Formula |
|---|---|
| CPC | Spend ÷ Clicks |
| CPM | (Spend ÷ Impressions) × 1000 |
| CTR | Clicks ÷ Impressions |
| ROAS | Conversion Value ÷ Spend (ad-attributed value, not store revenue unless you combine sources carefully) |
| CAC | Spend ÷ Orders (useful on Ecommerce ROI when spend and orders appear on the same row) |
| Conversion Rate | Conversions ÷ Sessions (GA4-style) |
If a denominator is zero or missing, the computed field is left blank.
When building a custom tab, the column picker only shows fields supported by the sources you selected for that tab.
| Source | Fields populated |
|---|---|
| Meta Ads | Date, Source, Account Name, Channel Type, Spend, Impressions, Clicks, Conversions, Conversion Value (+ computed CPC, CPM, CTR, ROAS) |
| Google Ads | Same as Meta, plus Campaign |
| TikTok Ads | Date, Source, Account Name, Channel Type, Spend, Impressions, Clicks, Conversions, Followers (+ computed CPC, CPM, CTR) |
| LinkedIn Ads | Date, Source, Account Name, Channel Type, Spend, Impressions, Clicks, Conversions, Followers, Engagement Rate (+ computed CPC, CPM) |
| Bing Ads | Date, Source, Account Name, Channel Type, Spend, Impressions, Clicks, Conversions, Conversion Value (+ computed CPC, CPM, CTR, ROAS) |
| GA4 | Date, Source, Account Name, Channel Type, Sessions, Users, Conversions (+ computed Conversion Rate) |
| Google Search Console | Date, Source, Account Name, Channel Type, Clicks, Impressions, CTR |
| Shopify / Etsy / Amazon Seller | Date, Source, Account Name, Channel Type, Revenue, Orders |