Your sources
Data Model
Every field you can use, in one place
Use it anywhere
You log into six platforms to answer one question. You export CSVs to build one chart. You paste numbers into a chatbot and hope it adds them up correctly. And every dashboard or script you build needs its own connector, which breaks whenever that platform changes.
Without a Data Model
With the Jepto Data Model
When you connect a source, all its metrics and dimensions appear in one searchable list, with the names you already know and a plain-language description for each. There's nothing to map, no SQL to write and nothing to wait for.
Data Model
Search fields… All data sources + Custom field| Source | Field | Kind | Description |
|---|---|---|---|
| Google Ads | CostgoogleAds.spend | Metric | Total amount spent on your ads in the period, in your account currency. |
| Meta Ads | Amount spentfacebookAds.spend | Metric | Total amount spent on your ads in the period, in your account currency. |
| Unified | Spendunified.spend | Metric | Spend from every connected ad platform, mapped to the right field on each. |
| GA4 | SessionsgoogleAnalytics4.sessions | Metric | Periods when users are actively engaged with your site or app. |
| TikTok | CampaigntikTok.campaignName | Dimension | Name of the ad campaign. |
| Custom | Blended CPAcustom_a1b2c3d4e5f6 | Metric | Paid spend ÷ conversions across Google Ads, Microsoft Ads and TikTok. Our definition. |
Platform fields
Everything a platform offers, ready as soon as you connect it, labeled the way that platform labels it.
Unified fields
One field across every ad platform. Pick Spend and you get Cost from Google Ads, Amount spent from Meta and Spend from TikTok.
Custom fields
The metrics no platform gives you, like blended CPA or spend after fees. Create one and it's available everywhere, like any other field.
Work in Jepto, in the AI app you already use, or in the tools you build yourself, and bring in the data that already lives in your BigQuery. It all goes through the same Data Model, so the numbers match wherever you look.
Reports, Data Chat and alerts
Build reports and charts, ask questions in plain English, and track KPIs, budgets and anomalies, all from the same fields.
Paid media summary, last 30 days
Claude, ChatGPT and Gemini
Add mcp.jepto.com as a connector and sign in with your Jepto account. Your AI app can then find and query every field you have.
Claude · Jepto connector
→ tools/call Analytics_Schema
← your fields incl. custom fields
→ tools/call Analytics_Query
unified.spend by unified.source
← 4 rows same as your report
REST and GraphQL API
Power your own dashboards, apps, agents and scripts from one API. Skip building a connector for each platform.
BigQuery, queried in place
Keep your data where it already lives. Connect a BigQuery table or view and Jepto queries it in your project, so nothing is copied out.
| BigQuery column | Data Model field | Kind |
|---|---|---|
| ordered_at | Order date | Dimension |
| channel | Channel | Dimension |
| region | Region | Dimension |
| orders | Orders | Metric |
| revenue | Revenue | Metric |
| qualified_leads | Qualified leads | Metric |
Every chart, chat answer and API call in Jepto runs as a data query: what to measure, what to break it down by, which dates and which filters. You can let AI write the query, build it with no code, or write it yourself. It's the same query either way, so you get the same result.
You
Spend and clicks by platform, last 30 days, highest spend first
AI finds the right fields in your Data Model and writes the query. You can open it and check it at any time.
Every setting in a card's Data tab maps to part of the query. The Data Query tab shows the exact request, ready to copy.
Send the query from your own dashboard, app, agent or script. Copy one from any card to get started, or let your coding assistant write it.
Rows come back keyed by the fields you asked for. You don't need to learn each platform's API, handle its logins or deal with its data format.
The data query
The result
| unified.source | spend | clicks |
|---|---|---|
| Google Ads | $21,400 | 9,120 |
| Meta Ads | $15,320 | 11,840 |
| TikTok Ads | $4,610 | 3,050 |
| Microsoft Ads | $2,240 | 980 |
Same query, same numbers in a report card, Data Chat, Claude or your own code.
Documented in public
Queries follow the open-source Cube query conventions, so your team isn't learning a format that only works in Jepto.
AI tools already know it
Coding assistants and agents have seen this format for years, so they write valid queries with little prompting.
Your code carries over
Anyone who has used a semantic layer will recognise it, and what you build stays readable outside Jepto.
Connect five platforms to a chatbot separately and it gets five sets of field names, then guesses how to combine them. With Jepto MCP, your AI app works from your Data Model instead. Spend is already mapped across platforms, totals already add up correctly, and your own metrics are included.
Claude · Jepto connector
What did we spend on paid ads in the last 30 days, by platform?
Client_List
Finds the brand
Shows every brand your Jepto login can see.
Datasource_List
Checks what's connected
Lists the platforms connected for that brand.
Analytics_Schema
Reads your Data Model
Gets every available field, with descriptions, including your custom fields.
Analytics_Query
Runs the query
Sends the same data query your report cards use and gets rows back.
No platform gives you blended CPA, spend after fees or qualified leads. Describe the metric you want and Jepto writes the formula, or write it yourself with suggestions for your field names as you type. Once it's saved, you can use it everywhere, including Claude and the API.
Create custom field
All brandsDescribe what you want
Blended CPA: paid spend divided by conversions, across Google Ads, Microsoft Ads and TikTok
Jepto writes the formula
SAFE_DIVIDE( SUM(googleAds.spend, microsoftAds.spend, tiktokAds.spend), SUM(googleAds.conversions, microsoftAds.conversions, tiktokAds.conversion) )
Choose how it displays
Jepto checks it before saving
Blended CPA is now available in
One brand or all of them
Create a custom field for one brand while you try out the definition, then make it available to all your brands when you're happy with it.
Whether a question comes from a report, Data Chat, Claude or your own code, it uses the same fields, so you don't have to reconcile two versions of the truth.
Mapped across platforms
Each platform has its own name for the same thing. You just pick Spend.
Totals that add up
Every field knows how it rolls up, so a monthly figure is never 30 daily figures added up the wrong way.
Spend, last month: $18,400 $613
Reach, last month: 84,000 1.2m
Rates are never added together.
Change it once
Edit a custom field and everything that uses it picks up the change on its next load.
You edit Blended CPA
Kept up to date
When a platform renames or retires a metric, we update the connector and the mapping, and your custom fields keep working.
Platform API change
Worth knowing: unified field coverage varies by platform. Meta reports results as generic actions, so it isn't included in unified conversions, conversion value or ROAS. Break a card down by Data source to see which platforms are contributing. See the full mapping
Connect each platform to a chatbot, build your own pipeline, or use one Data Model that everything reads from.
| Chatbot + connectorsEach platform wired to an AI app | JeptoData Model | Build it yourselfWarehouse, pipelines, SQL | |
|---|---|---|---|
| Where you can use it | In that one chat app | Jepto, Claude, ChatGPT, Gemini, and your own tools via the API | Wherever you connect it |
| Data already in your warehouse | Another connector to set up | Queried in place in your BigQuery | Already there, if you model it |
| How you ask | A prompt | Describe it, build it or write it. It's the same query either way. | SQL |
| Your own metrics | Explained again in every prompt | Created once and available everywhere | Modelled by someone who writes SQL |
| Same answer every time? | Depends on how you ask | Yes, because every route uses the same fields | Yes, if the model is right |
| Can you see the query? | Rarely | Yes. Every card shows its data query | If you read SQL |
| When a platform changes | You notice a wrong number | We update the connector and mapping | Your team fixes it |
| Time to first query | Minutes | Minutes | Weeks |
Everything you need to know about the Data Model.
In the Jepto app (reports, Data Chat and alerts), in Claude, ChatGPT or Gemini through Jepto MCP, and in your own tools through the REST or GraphQL API. All three use the same Data Model, so they return the same numbers.
Speak to our support team and they'll set you up. The API gives you the same fields, custom metrics and query format as the Jepto app and Jepto MCP.
No. Describe what you want in Data Chat or Card Chat, or pick fields in a card's Data tab, and Jepto writes the query for you. You only need to write one yourself if you're building your own tools. Even then, you can copy the exact query from any card's Data Query tab, or let your AI coding assistant write it.
Queries use a JSON format based on the open-source Cube conventions: measures, dimensions, time dimensions, filters and sort order. Field keys come straight from your Data Model, such as unified.spend or googleAds.campaignName. See the data query reference.
Yes. Connect a BigQuery table or view as a data source, choose which columns are dimensions and metrics, and its fields join your Data Model. Jepto runs each query in your own Google Cloud project, so your data stays where it is. You can then use those fields in reports, Data Chat, Jepto MCP and the API, alongside your platform data. See BigQuery.
No. Connect a data source and its metrics and dimensions are ready to use straight away. Custom fields are optional. Add them when you want a metric that no platform provides.
Not for reports, Data Chat, custom fields or Jepto MCP. Custom fields are written in a formula editor that suggests your field names, and AI can write the formula from a plain-language description. You only need a developer if you're building your own tools on the API.
Yes. A custom field works like any other field. Once you save it, it's available in reports, filters, Data Chat, AI-built cards, Jepto MCP and the API.
A single field that maps to the matching field on each ad platform. Pick unified.spend and you get Cost from Google Ads, Amount spent from Meta and Spend from TikTok, and they add up correctly. Coverage varies by platform: for example, Meta isn't included in unified conversions, conversion value or ROAS. See Unified Fields for the full mapping.
Yes. Each brand has its own connected sources. You can create a custom field for one brand or for all of them, and your MCP and API access covers every brand your Jepto login can see.
We update the connector and the unified mappings. Your custom fields, reports and API integrations keep using the same field keys, so there's nothing for you to migrate.
Every source you connect: Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, TikTok Ads, X Ads, Google Analytics 4, Google Search Console, Google Business Profile, Xero and BigQuery. Connect a new one and its fields appear in your Data Model automatically. See all data sources.
Start asking your data smarter questions today. Connect your first data source in minutes.
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