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Keyword-Level Attribution & Search Term Insights

Alejandro Flaquer avatar
Written by Alejandro Flaquer
Updated today

Keyword-Level Performance Tracking in Triple Whale helps you uncover what’s working—down to the individual keyword. This feature gives marketers the clarity and depth needed to optimize both paid and organic search strategies with precision. By providing granular insights into keyword and search term performance, it enables smarter budget allocation, clearer attribution, and tighter alignment between SEO and paid efforts.

Overview

Keyword attribution and search term insights allow you to:

  • Analyze individual keyword performance for paid search

  • Attribute conversions directly to the keywords that drive them

  • View performance across both paid and organic search in a single location

  • Align SEO, content, and paid strategies using shared performance data


Keyword-Level Insights for Paid Traffic

You can access keyword-level performance from platforms like Google Ads and Microsoft Ads. This includes:

  • Clicks, impressions, spend, and conversion metrics for each keyword

  • Attribution data tied to specific keywords via the Triple Pixel

  • Insights without requiring changes to campaign structure

Data Tables

Table

Description

Keywords

Performance by keyword: clicks, impressions, spend, and conversions

Pixel Keywords Joined

Combines keyword data with attribution from Triple Pixel

Read more about the Keywords Table

Read more about the Pixel Keywords Joined Table


Get Connected

If Google Ads or Microsoft Ads are already connected, no further action is needed.

To connect them, go to the Integrations page.


UTM Setup

Make sure your tracking is configured correctly. Update these only if your account is set to override UTMs automatically.

Google Ads

{lpurl}?tw_source=google&tw_adid={creative}&tw_campaign={campaignid}&tw_kwdid={targetid}

Microsoft Ads

{lpurl}?tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}&tw_bid_type={BidMatchType}&tw_match_type={MatchType}&tw_search_q={QueryString}&tw_kwdid={OrderItemId}


Organic and Paid: Search Term Insights

Triple Whale also supports search term-level reporting for both organic and paid channels. This provides a consolidated view of how search behavior contributes to performance.

Data Tables

Table

Description

Search Terms

Performance of search queries across organic and paid sources

Read more about the Search Terms Table


Get Connected

Go to the integrations page and connect the Search Console integration.

The connected user must have either siteOwner or siteFullUser permissions.


Use Cases

  • Identify which keywords and search terms are driving performance

  • Allocate paid budgets based on actual conversion data

  • Align SEO and paid efforts using shared visibility

  • Improve content strategy by understanding organic search trends


Getting Started

  1. Confirm that your ad platforms and Search Console are connected

  2. Review UTM configurations if applicable

  3. Access the Keywords, Pixel Keywords Joined, and Search Terms tables to begin analysis

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