| Ad | Tracks specific advertisements driving traffic, derived from utm_content parameters. |
| Ad group | Specifies ad groups driving traffic, primarily for Google Ads campaigns, derived from utm_content parameters. |
| Ad set | Identifies specific ad sets within campaigns, primarily for Facebook traffic, derived from utm_term parameters. |
| AOV bucket | Groups orders into predefined ranges of Average Order Value (e.g., USD 0 - USD 200, USD 200 - USD 400). |
| Brand | Identifies the brand name of the product, fetched from the inventory in the e-commerce platform. |
| Campaign | Tracks the specific marketing campaign driving traffic, derived from UTM parameters such as utm_campaign. |
| Category | Identifies the product category, fetched from the inventory in the e-commerce platform. |
| Channel | Identifies specific traffic sources like TikTok or Google, using UTM parameters or referrer information. |
| Channel group | Categorizes traffic sources into groups like Social Paid, Social Organic, Direct, etc., based on UTM parameters or referrer data. |
| Collection | Identifies the product collection (e.g., “Summer 2022”), fetched from the inventory in the e-commerce platform. |
| Color | Identifies the product’s color, fetched from the inventory in the e-commerce platform. |
| Country | Identifies the country of traffic or orders, determined from visitor IPs or shipping addresses. |
| Custom attribute 1-5 | Represents additional custom attributes for a product or variant, fetched from the e-commerce platform for granular tracking and analysis. |
| Device | Categorizes devices used by visitors, such as Mobile, Desktop, or Tablet, based on user agent data. |
| Engaged sessions vs bounced | Categorizes sessions as Bounced (single-page views) or Engaged (multi-page or interaction). |
| Gender | Identifies the gender attribute associated with the product (e.g., Men, Women, Unisex), fetched from the e-commerce platform. |
| Keyword | Captures search keywords driving traffic, primarily for Google Ads, based on utm_term parameters. |
| Landing page | Identifies the first page visitors land on during a session. |
| Logistic cost type | Identifies whether the logistic cost applied to Gross profit 2 is actual or estimated. |
| Material | Identifies the product’s material, fetched from the inventory in the e-commerce platform. |
| New vs returning customer | Categorizes 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 ID | Tracks the unique identification number for each order. |
| Payment provider | Identifies the payment provider for an order, based on tracking data or the e-commerce platform. |
| Product ID | Represents the unique identifier for a product, covering all its variants (e.g., sizes, colors). |
| Product name | Identifies the product name, typically fetched from the inventory in the e-commerce platform. |
| Repeat vs new visitor | Categorizes visitors as new or repeat based on cookies and previous sessions. |
| Shipping provider | Identifies the shipping provider for an order, derived from tracking data or the e-commerce platform. |
| Size | Identifies the product’s size, fetched from the inventory in the e-commerce platform. |
| Storefront | Identifies which e-commerce storefront generated traffic or sales, based on the frontendId parameter in traffic data. |
| Subcategory | Identifies the product subcategory, fetched from the inventory in the e-commerce platform. |
| Variant ID | Tracks a specific product variant, such as a particular size or color. |
| Voucher | Tracks voucher or promo codes used during transactions, derived from tracking data or the e-commerce platform. |
| Warehouse | Tracks the warehouse or fulfillment center from which products are shipped, based on inventory data. |
