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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.
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.
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). |
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). |
views_search and views_maps); Jepto handles that combination for you before the number reaches your report.
Use Unified fields when:
Use source-specific fields when:
approximateMemberReach).
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