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Unified Fields

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Unified fields are Jepto's shared metrics and dimensions that work the same way across every connected advertising platform. When a client has more than one platform connected - for example Google Ads and Meta Ads - Jepto automatically maps each platform's own reporting fields onto one common Unified field, so "Spend" or "Clicks" means the same thing no matter where the number came from.

This article explains how the mapping works and gives you the full field-by-field breakdown: exactly which native field from each connected platform feeds every Unified metric and dimension in the Data Model.

At a glance

Unified fields let you build one chart across Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, TikTok Ads, and X Ads without relabeling anything.
Jepto's data pipeline maps each platform's native field onto the shared Unified definition automatically, as part of your regular data sync.
Coverage varies by field: if a platform does not report a concept (for example Google Business Profile has no "Clicks" equivalent), it is simply left out of that Unified total rather than skewing your numbers.
See the full mapping in Unified dimensions and Unified metrics below.
Unified fields live in the Data Model alongside source-specific and custom fields.

How the mapping works

Every connected platform reports data using its own field names and structure - Google Ads calls a campaign field campaign.name, Meta Ads calls the same concept campaign_name, and LinkedIn Ads calls it campaignName. Without a shared model, comparing platforms would mean learning every platform's naming convention and manually reconciling the numbers yourself.

Jepto solves this with a lookup that translates each connected platform's native field into one shared Unified definition. For example, the Unified Spend field is built from Google Ads' cost field, Meta's spend field, LinkedIn's local-currency cost field, and the equivalent field on Microsoft Ads, TikTok Ads, and X Ads - normalized into one consistent number so totals add up correctly across sources.

This runs automatically as part of your scheduled data sync. There is nothing to configure - once more than one platform is connected for a client, the matching Unified fields appear in the Data Model.

Image coming soon

How Jepto maps platform-specific fields onto a single Unified field.

Unified dimensions

The table below shows, for each Unified dimension, the exact native field Jepto reads from every connected platform. A dash (-) means that platform does not currently report an equivalent field, so it is excluded from that Unified dimension rather than shown as blank or zero.

Unified dimension	Google Ads	Meta Ads (Facebook & Instagram)	LinkedIn Ads	Microsoft Ads	TikTok Ads	X Ads	Google Business Profile	Google Analytics 4	Google Search Console	Description
Date	`segments.date`	`date_start`	`date`	`time_period`	`stat_time_day`	`date`	`date`	`date`	`date`	The day the data was recorded.
Campaign Name	`campaign.name`	`campaign_name`	`campaignName`	`campaign_name`	`campaign_name`	`campaign_name`	-	`campaign_name`	-	Name of the specific advertising campaign.
Campaign ID	`campaign.id`	`campaign_id`	`campaignId`	`campaign_id`	`campaign_id`	`campaign_id`	-	`campaign_id`	-	Unique identifier for the campaign.
Ad Set / Group Name	`ad_group.name`	`adset_name`	-	`ad_group_name`	`adgroup_name`	`ad_group_name`	-	`ad_group_name`	-	The grouping level below the campaign.
Ad Set / Group ID	`ad_group.id`	`adset_id`	-	`ad_group_id`	`adgroup_id`	`adgroup_id`	-	`adgroup_id`	-	Unique identifier for the ad grouping.
Ad Name	`ad_group_ad.ad.name`	`ad_name`	`creativeName`	`ad.name`	`ad_name`	`promoted_tweet.name`	-	`ad_name`	-	Name of the individual ad creative.
Ad ID	`ad_group_ad.ad.id`	`ad_id`	`creativeId`	`ad.id`	`ad_id`	`promoted_tweet.id`	-	`ad_id`	-	Unique identifier for the ad creative.
Placement	`ad_network_type`	`publisher_platform`	`platform`	`ad_distribution`	`placement_type`	`placement`	-	`placement_id`	-	Where the ad was displayed (e.g., Search, Feed, Story).
Country	`geography.country_code`	`country`	`country`	`location_country`	`location_country`	`country_code`	-	`country`	-	Geographic location of the user viewing the ad.
Device	`segments.device`	`platform_device`	`device`	`device_type`	`operating_system`	`device_platform`	-	`device_category`	-	The type of device used (e.g., Mobile, Desktop, Tablet).

Unified metrics

The table below shows the same mapping for Unified metrics - the native field Jepto reads from each platform before combining the values into one Unified number.

Unified metric	Google Ads	Meta Ads (Facebook & Instagram)	LinkedIn Ads	Microsoft Ads	TikTok Ads	X Ads	Google Business Profile	Google Analytics 4	Google Search Console	Description
Spend	`metrics.cost_micros`	`metrics.spend`	`costInLocalCurrency`	`spend`	`spend`	`total_spend_micro`	-	`total_ad_cost`	-	Total amount of money spent on the advertising.
Impressions	`metrics.impressions`	`metrics.impressions`	`impressions`	`impressions`	`impressions`	`impressions`	`metrics.views_search + metrics.views_maps`	`impressions`	`impressions`	The number of times the ad/link was shown.
Reach	`metrics.reach`	`metrics.reach`	`approximateMemberReach`	`unique_impressions`	`reach`	`reach`	-	`active_users`	-	The number of unique users who saw the ad.
Clicks	`metrics.clicks`	`metrics.clicks`	`clicks`	`clicks`	`clicks`	`clicks`	`metrics.clicks_website + metrics.clicks_calls +`	`clicks`	`clicks`	The number of times the ad/link was clicked.
CTR	`metrics.ctr`	`metrics.ctr`	`ctr`	`ctr`	`ctr`	`ctr`	-	`click_through_rate`	`ctr`	Click-Through Rate (Clicks/Impressions).
CPM	`metrics.average_cpm`	`metrics.cpm`	`cpm`	`avg_cpm`	`cpm`	`cpm_micro`	-	`cpm`	-	Cost Per Mille (Cost per 1,000 impressions).
CPC	`metrics.average_cpc`	`metrics.cpc`	`cpc`	`avg_cpc`	`avg_cpc`	`avg_cpc_micro`	-	`average_cpc`	-	Cost Per Click.
Frequency	-	`metrics.frequency`	`frequency`	`average_frequency`	`frequency`	`frequency`	-	-	-	Average number of times a person saw the ad.
Total Conversions	`metrics.conversions`	`metrics.conversions`	`conversions`	`conversions`	`conversions`	`conversions`	-	`total_conversions`	-	Total number of measured actions taken by users.
Cost Per Conversion	`metrics.cost_per_conversion`	`cost_per_conversion`	`costPerConversion`	`cost_per_conversion`	`cost_per_conversion`	`cost_per_conversion`	-	`cost_per_conversion`	-	Average cost for one conversion.
View-Through Conversions	`metrics.view_through_conversions`	`1_day_view_through_conversions`	`externalWebsitePostViewConversions`	`view_through_conversions`	-	`vtr`	-	`view_through_conversions`	-	Conversions counted after a user views but does not click the ad.
Conversion Value	`metrics.conversion_value`	`conversion_value`	`conversionValueInLocalCurrency`	`conversion_value`	`conversion_value`	`conversion_value`	-	`conversion_value`	-	The monetary value associated with the conversions.
ROAS	`conversions_value_per_cost`	`purchase_roas`	`roas`	`revenue_spend_ratio`	`purchase_roas`	`roas`	-	`roas`	-	Return on Ad Spend (Conversion Value / Spend).

Reading the mapping table

Each row is one Unified field as it appears in the Data Model.
Each platform column shows the native field key Jepto reads from that platform's reporting API for this concept.
A dash (-) means that platform has no equivalent field - it is left out of the Unified total, it does not appear as zero.
Some platforms report a concept slightly differently (for example Google Business Profile's Impressions combines views_search and views_maps); Jepto handles that combination for you before the number reaches your report.
You do not need to reference these native field keys yourself - they are shown here for transparency. In the product, you simply pick the Unified field by its label, the same way you pick any other metric or dimension.

When to use Unified vs source fields

Use Unified fields when:

You want a cross-platform total or trend in a single card.
You are comparing Google Ads and Meta side by side and want consistent naming.
You are prompting AI with something like "total ad spend by platform last 30 days."

Use source-specific fields when:

You need a metric or dimension that only one platform reports (for example LinkedIn's approximateMemberReach).
You need the platform's own definition rather than a normalized one for a platform-specific deep dive.

Where to find Unified fields

Open Data Sources -> Data Model for the client (or All Clients).
Use the Data Sources filter and choose Unified.
Browse or search the list the same way as any other field - Unified fields appear with their label, kind, type, and description.

See Data Model - Source fields, Unified fields, and Custom fields for how Unified fields fit alongside source and custom fields.

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Help Center

Unified Fields

At a glance

How the mapping works

Unified dimensions

Unified metrics

Reading the mapping table

When to use Unified vs source fields

Where to find Unified fields