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Overview

Dema’s dimensions provide multiple ways for analyzing user behavior, marketing performance, and profitability. Whether you’re focusing on channels, products, or customer segments, these dimensions help you surface actionable insights and optimize strategies across your ecommerce.

DimensionDescription
AdTracks specific advertisements driving traffic, derived from utm_content parameters.
Ad groupSpecifies ad groups driving traffic, primarily for Google Ads campaigns, derived from utm_content parameters.
Ad setIdentifies specific ad sets within campaigns, primarily for Facebook traffic, derived from utm_term parameters.
AOV bucketGroups orders into predefined ranges of Average Order Value (e.g., USD 0 - USD 200, USD 200 - USD 400).
BrandIdentifies the brand name of the product, fetched from the inventory in the e-commerce platform.
CampaignTracks the specific marketing campaign driving traffic, derived from UTM parameters such as utm_campaign.
CategoryIdentifies the product category, fetched from the inventory in the e-commerce platform.
ChannelIdentifies specific traffic sources like TikTok or Google, using UTM parameters or referrer information.
Channel groupCategorizes traffic sources into groups like Social Paid, Social Organic, Direct, etc., based on UTM parameters or referrer data.
CollectionIdentifies the product collection (e.g., “Summer 2022”), fetched from the inventory in the e-commerce platform.
ColorIdentifies the product’s color, fetched from the inventory in the e-commerce platform.
CountryIdentifies the country of traffic or orders, determined from visitor IPs or shipping addresses.
Custom attribute 1-5Represents additional custom attributes for a product or variant, fetched from the e-commerce platform for granular tracking and analysis.
DeviceCategorizes devices used by visitors, such as Mobile, Desktop, or Tablet, based on user agent data.
Engaged sessions vs bouncedCategorizes sessions as Bounced (single-page views) or Engaged (multi-page or interaction).
GenderIdentifies the gender attribute associated with the product (e.g., Men, Women, Unisex), fetched from the e-commerce platform.
KeywordCaptures search keywords driving traffic, primarily for Google Ads, based on utm_term parameters.
Landing pageIdentifies the first page visitors land on during a session.
Logistic cost typeIdentifies whether the logistic cost applied to Gross profit 2 is actual or estimated.
MaterialIdentifies the product’s material, fetched from the inventory in the e-commerce platform.
New vs returning customerCategorizes customers as New (first purchase) or Returning (repeat purchases), based on order history.
New vs returning customer (30 days)Categorizes customers as New (within 30 days of their first-ever order) or Returning (subsequent purchases after 30 days).
Order IDTracks the unique identification number for each order.
Payment providerIdentifies the payment provider for an order, based on tracking data or the e-commerce platform.
Product IDRepresents the unique identifier for a product, covering all its variants (e.g., sizes, colors).
Product nameIdentifies the product name, typically fetched from the inventory in the e-commerce platform.
Repeat vs new visitorCategorizes visitors as new or repeat based on cookies and previous sessions.
Shipping providerIdentifies the shipping provider for an order, derived from tracking data or the e-commerce platform.
SizeIdentifies the product’s size, fetched from the inventory in the e-commerce platform.
StorefrontIdentifies which e-commerce storefront generated traffic or sales, based on the frontendId parameter in traffic data.
SubcategoryIdentifies the product subcategory, fetched from the inventory in the e-commerce platform.
Variant IDTracks a specific product variant, such as a particular size or color.
VoucherTracks voucher or promo codes used during transactions, derived from tracking data or the e-commerce platform.
WarehouseTracks the warehouse or fulfillment center from which products are shipped, based on inventory data.
MetricsAttribution