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
Confirm that your ad platforms and Search Console are connected
Review UTM configurations if applicable
Access the Keywords, Pixel Keywords Joined, and Search Terms tables to begin analysis