Close



Data Sources



General

Data Sources | General

Fields & Formulas

Data Sources | Fields & Formulas

Connections

Data Sources | Connections

Reports



Creating & Sharing

Reports | Creating & Sharing

Report Editing

Reports | Editing

Report Config

Reports | Report Config

Chart Cards

Reports | Chart Cards

Content Cards

Reports | Content Cards

Data Chat



General

Data Chat | General

AI Visibility



General

AI Visibility | General



General

AI | General

MCP

AI | MCP

Clients



General

Clients | General

Integrations



General

Integrations | General

Webhook — Local & Reviews

Integrations | Webhook — Local & Reviews

Webhook — Automation Payloads

Integrations | Webhook — Automation Payloads

Webhook — Other

Integrations | Webhook — Other

Settings



Account & Billing

Settings | Account & Billing

Users

Settings | Users

Comments & Notes

Settings | Comments & Notes

Notifications

Settings | Notifications

FAQ

Settings | FAQ

Other

Settings | Other

KPI Forecasting



General

KPI Forecasting | General

Settings & Status

KPI Forecasting | Settings & Status

Seasonality

KPI Forecasting | Seasonality

Metrics by Source

KPI Forecasting | Metrics by Source

Budget Tracking



General

Budget Tracking | General

Anomaly Detection



General

Anomaly Detection | General

Automation Jobs



General

Automation Jobs | General

Change History

Automation Jobs | Change History

URL & Page Checkers

Automation Jobs | URL & Page Checkers

Local & Reviews

Automation Jobs | Local & Reviews

Search Console

Automation Jobs | Search Console

Insights



Managing Insights

Insights | Managing Insights

Change History

Insights | Change History

URL & Page

Insights | URL & Page

Local & Reviews

Insights | Local & Reviews

Other Insight Types

Insights | Other Insight Types

Local Listings



General

Local Listings | General

Profiles & Content

Local Listings | Profiles & Content

Performance & Activity

Local Listings | Performance & Activity

Media

Local Listings | Media

Categories & Services

Local Listings | Categories & Services

Reviews



General

Reviews | General

General

Social Posts | General

Creating Posts

Social Posts | Creating Posts

Managing Posts

Social Posts | Managing Posts

Data Warehouse



Pipelines

Data Warehouse | Pipelines

Access & Credits

Data Warehouse | Access & Credits

Source Fields

Data Warehouse | Source Fields

Data Studio

Data Warehouse | Data Studio

BigQuery

Data Warehouse | BigQuery

General

Clients | General

General

Integrations | General

MCP

Integrations | MCP

Webhook — Automation Payloads

Integrations | Webhook — Automation Payloads

Webhook — Local & Reviews

Integrations | Webhook — Local & Reviews

Webhook — Other

Integrations | Webhook — Other

Account & Billing

Settings | Account & Billing

Users

Settings | Users

Comments & Notes

Settings | Comments & Notes

Notifications

Settings | Notifications

FAQ

Settings | FAQ

Other

Settings | Other

Recent Updates



Account Settings

Settings | Account & Billing

Acknowledging and Resolving Insights

Insights | Managing Insights

Add comment from Slack

Integrations | General

Add comment from Zapier

Settings | Comments & Notes

Adding a User

Settings | Users

AI Analysis Generation

Reports | Creating & Sharing

AI Credits

AI | General

AI Models

AI | General

AI Visibility Insights

AI Visibility | General

AI Visibility Overview

AI Visibility | General

AI Visibility Settings

AI Visibility | General

AI Visibility Webhook Payload

Integrations | Webhook — Other

Analysis Card

Reports | Content Cards

Anomalies Bulk Action

Anomaly Detection | General

Anomaly Algorithm

Anomaly Detection | General

Anomaly Detection

Anomaly Detection | General

Anomaly Detection Insight

Insights | Other Insight Types

Anomaly Detection Settings

Anomaly Detection | General

Anomaly Detection Webhook Payload

Integrations | Webhook — Other

Anomaly Job Common Errors

Anomaly Detection | General

An overview of Local Listings

Local Listings | General

An overview of Reviews

Reviews | General

Answers

AI Visibility | General

Area Chart Card

Reports | Chart Cards

Attributes

Local Listings | Profiles & Content

Automatic Schema Updates

Data Warehouse | Pipelines

Automation: Facebook Ads Destination URL Checker

Integrations | Webhook — Automation Payloads

Automation: Google Ads Change History

Integrations | Webhook — Automation Payloads

Automation: Google Ads Destination URL Checker

Integrations | Webhook — Automation Payloads

Automation: Google Analytics Change History

Integrations | Webhook — Automation Payloads

Automation: Google Business Profile Answer

Integrations | Webhook — Local & Reviews

Automation: Google Business Profile Change History

Integrations | Webhook — Automation Payloads

Automation: Google Business Profile Pending Updates

Integrations | Webhook — Local & Reviews

Automation: Google Business Profile Question

Integrations | Webhook — Local & Reviews

Automation: Google Review

Integrations | Webhook — Local & Reviews

Automation: Google Review Change History

Integrations | Webhook — Automation Payloads

Automation Job Common Errors

Automation Jobs | General

Automation Jobs

Automation Jobs | General

Automation: Microsoft Ads Destination URL Checker

Integrations | Webhook — Automation Payloads

Automation: Page Status Checker

Integrations | Webhook — Automation Payloads

Automation: Robots.txt Change Detection

Integrations | Webhook — Automation Payloads

Automations Bulk Action

Automation Jobs | General

Automation: Search Console Activity

Integrations | Webhook — Automation Payloads

Automation: Search Console Keyword Movement

Integrations | Webhook — Automation Payloads

Auto Resolving

Insights | Managing Insights

Bar Chart Card

Reports | Chart Cards

Branding

Reports | Creating & Sharing

Budget Campaign Dynamic Filter

Budget Tracking | General

Budget Common Errors

Budget Tracking | General

Budget history

Budget Tracking | General

Budgets Bulk Actions

Budget Tracking | General

Budget Settings

Budget Tracking | General

Budget Status

Budget Tracking | General

Budget Tracker Webhook Payload

Integrations | Webhook — Other

Budget Tracking

Budget Tracking | General

Budget Webhook URL

Budget Tracking | General

Bulk Action

Local Listings | General

Bulk Upload Images

Local Listings | Media

Calendar

Social Posts | General

Cancel Subscription

Settings | Account & Billing

Card Chat

Reports | Editing

Card Data Filters

Reports | Creating & Sharing

Data Model

‍
‍

The Data Model is the single list of metrics and dimensions Jepto can query for a client. Define a field once and it means the same thing in a report, in Data Chat, in Claude over Jepto MCP, and in anything you build on top of Jepto.

Connected sources

Google AdsMetaGA4Search ConsoleTikTokLinkedInMicrosoft AdsBigQuery+ more

Data Model

Each field: name, key, kind, aggregation, description

Platform fieldsgoogleAds.spend

Unified fieldsunified.spend

Custom fieldscustom_…

Inside Jepto

Reports and AI-built cards
Data Chat
KPI Forecasting, Budgets, Anomalies

Outside Jepto · via Jepto MCP

Claude and other MCP clients
Your own agents and apps

Same field key, same definition, same number, wherever it is asked.

One model, every place you use data

Nothing that reads your data keeps its own copy of what “spend” or “blended CPA” means. Each one looks the field up in the Data Model, so a correction made once reaches all of them on the next load.

In Jepto

Reports, Data Chat and monitoring

Chart and table pickers, filters, AI-built cards, Data Chat answers, KPI Forecasting, Budget Tracking and Anomaly Detection all use these fields.

In your AI assistant

Claude over Jepto MCP

Connect mcp.jepto.com and the assistant reads this catalog (including your custom fields) before it queries, so it uses your definitions instead of guessing.

In what you build

Your own agents and apps

Any tool that can connect to a remote MCP server gets the same catalog and query engine. You don’t need to rebuild platform connectors or field mappings to build your own product on Jepto data.

Every one of these sends a data query in the same shape, built from Data Model keys. This is the query behind a report card, and it is also what Jepto MCP runs for Claude or your own agent:

Unified spend and clicks by platform, last 30 daysReport card · Data Chat · Jepto MCP · your agent

{
  "measures": ["unified.spend", "unified.clicks"],
  "dimensions": ["unified.source"],
  "timeDimensions": [
    { "dimension": "unified.date", "dateRange": ["last30days"] }
  ],
  "order": { "unified.spend": "desc" }
}

Over MCP:Client_List→Datasource_List→Analytics_Schema→Analytics_QueryAnalytics_Schema returns this Data Model.

Set up access in Jepto MCP Server Overview and OAuth & Authentication.

‍

Three kinds of field

Added by Jepto

Platform fields

Everything a connected platform exposes, added to the catalog as soon as the source is connected. Labels match the platform’s own interface.

googleAds.spend facebookAds.campaignName

Maintained by Jepto

Unified fields

One field that maps to the matching field on each ad platform, so a cross-channel card doesn’t need manual mapping.

unified.spend = Cost on Google Ads, Amount spent on Meta, Spend on TikTok

Built by you

Custom fields

Your own metric or dimension, written as a formula by hand or drafted by AI. Use them for blended totals, fee-adjusted spend and cleaner labels.

SUM(googleAds.spend, facebookAds.spend, tiktokAds.spend)

Metric is a number you measure, such as spend, clicks or sessions. Dimension is what you break it down or filter by, such as campaign, device, country or date.
Keys are stable. Platform and unified keys are source.field in camelCase. Custom fields get a generated key such as custom_be764589f064fe7b, shown under the field name.
Unified coverage varies. Spend, impressions, reach, clicks, CTR, CPM, CPC and frequency map to every ad platform. Conversions, cost per conversion, view-through conversions, conversion value and ROAS don’t map to Meta, so Meta contributes nothing to those fields. Add the Data source dimension (unified.source) to see which platforms return rows. The full mapping is in Unified Fields.

‍

Every metric knows how to roll up

Aggregation is part of the field rather than a setting on each chart. That keeps totals correct no matter who builds the card or which tool asks.

Spend `unified.spend`

Sum. Daily amounts add up to the month.

Summed: $18,400 last month

Averaged: $613, one day’s worth

CTR `unified.ctr`

Average. Rates can’t be added together.

Averaged: 4.21%

Summed: 126%

Reach `unified.reach`

Max. The same person shouldn’t be counted twice.

Highest value: 84,000 people

Summed: 1.2m people

Available aggregations are Sum, Average, Minimum, Maximum, Count and Count distinct. Platform and unified fields come with the right default. You choose one when you create a custom metric.

‍

Create a custom field

Go to Data Sources → Data Model and click +.
Enter a Name and a Description. The description is the tooltip everyone sees, and AI tools read it too.
Write the formula, or describe what you want and click generate to have AI draft it.
Set Kind (Metric or Dimension). For metrics, set the format and aggregation.
Choose the scope with Enable for All Clients, then click CREATE.

Jepto validates the formula, type and aggregation before saving. To change a custom field later, open its row menu and choose Edit or Delete. Every card, chat and MCP query that uses it picks up the change. Platform and unified fields can’t be edited.

Scope

One client

Created on a client with the toggle off. Good for testing a definition or for client-specific logic.

→can be promoted
(not demoted)

All clients

Toggle on, or created while All Clients is selected. Use this for shared definitions such as “Blended paid spend”.

‍

Find a field

Go to Data Sources → Data Model. With a client selected, you see that client’s connected sources plus any account-wide custom fields. With All Clients selected, you can manage account-wide custom fields. Search matches name, kind and type, and the source filter narrows the list to a single platform, Unified or Custom.

Data Model fields table showing source, name and key, kind, type and description

‍

Troubleshooting

Problem	What to check
A platform’s fields are missing	That platform isn’t connected to this client. Connect a data source, or check that you have the right client selected.
A unified field shows zero for one platform	That platform isn’t mapped for this field (for example, Meta for conversions). Break the card down by `unified.source`, or use the platform field instead.
A custom field is missing from a picker	It’s scoped to a different client, or its kind doesn’t match the control (a metric picker won’t show dimensions).
Claude or your agent returns a different number	Check which field keys the query used. A platform field like `facebookAds.spend` and `unified.spend` answer different questions.
Looking for BigQuery export or pipelines	That’s the Data Warehouse, which copies raw rows into BigQuery. The Data Model defines what fields mean. See Creating a Pipeline.

Was this article helpful?



Nice one!

Thanks a lot for your feedback! If you’d like a member of our support team to respond to you, please send a message here



Please try again

Oops! Something went wrong while submitting the form.



Nice one!

Thanks a lot for your feedback! If you’d like a member of our support team to respond to you, please send a message here



Please try again

Oops! Something went wrong while submitting the form.

Data Model

One model, every place you use data

Reports, Data Chat and monitoring

Claude over Jepto MCP

Your own agents and apps

Three kinds of field

Platform fields

Unified fields

Custom fields

Every metric knows how to roll up

Spend unified.spend

CTR unified.ctr

Reach unified.reach

Create a custom field

One client

All clients

Find a field

Troubleshooting

Spend `unified.spend`

CTR `unified.ctr`

Reach `unified.reach`