Dimensions

Acquisition Cohort is the calendar period in which a customer was acquired. In E-commerce that is the month (by default) of the customer's first completed, non-cancelled order in the store's reporting time zone, and it stays fixed for the life of the customer as the row key of retention triangles and LTV curves. Retention marketing, growth and finance teams compare cohorts at the same number of periods since acquisition to see whether customers won in a given month, promotion or seasonal peak repeat and build revenue faster or slower than earlier cohorts, separately from how the customer was acquired (first-touch channel) or where the customer stands today (customer status).

Creative or link variant within a campaign, taken from the utm_content parameter (GA4 Manual ad content). Separates ads, banners or email links that share the same source, medium and campaign.

Google Ads network that served the paid click behind a session: Google Search, Search partners, Google Display Network, YouTube, Video partners or Cross-network. Auto-tagged Google Ads traffic only.

The store, brand site, partner or marketplace seller a transaction or item is credited to. Sent as affiliation on purchase and refund, and on items[] when one order mixes sellers.

The support agent and team accountable for a ticket: Zendesk assignee and group, or Salesforce Service Cloud case owner and queue. Reported as the assignment held when the ticket was solved.

Classifies each qualifying event by the canonical commercial tier assigned to its accountable agent or brokerage and effective at the event timestamp. It enables consistent comparison of conversion, revenue, engagement, and service performance across Strategic, Premier, Growth, Standard, and Unclassified partner segments.

Current state of a BOPIS or curbside order at the pickup store: pending, ready_for_pickup, picked_up, expired or cancelled. One value per order, set by the order management system; separate from Order Status.

The web browser family a session ran in (Chrome, Safari, Edge, Firefox, Samsung Internet), parsed from the user agent. Used to isolate checkout and payment drop-off tied to one browser.

Carrier identifies the shipping provider (for example UPS, FedEx, USPS, DHL, a regional parcel carrier or a last-mile delivery partner) that carries an order shipment from the warehouse or store to the customer, taken from the governed carrier name rather than raw label or tracking codes. It lets E-commerce teams compare delivery speed, on-time rate, failed deliveries, shipping cost and customer experience by provider so volume, promises and contracts can be managed carrier by carrier.

Measures the efficiency and reliability of logistics carriers in delivering shipments on time and without damage.

Shopper-stated reason for leaving a cart or checkout without ordering, coded to Baymard categories such as extra costs, account required or slow delivery. Taken from exit and post-abandonment surveys.

Checkout Error Type is the normalised category of a blocking validation or payment error shown to a shopper between begin checkout and order confirmation, such as payment_declined, address_invalid, out_of_stock or coupon_invalid, captured as the error_type parameter on the checkout_error event with the raw gateway or platform code kept separately in error_code. It explains why checkout attempts fail and routes each failure to the team that can remove it, which makes it the primary breakdown for Payment Failure Rate, Checkout Completion Rate and Checkout Conversion Rate.

Labels each checkout and order with one of three lowercase values, guest, registered or unknown, based on whether the shopper was signed in to a merchant account (a login state or a populated user_id) at begin_checkout and at purchase. unknown is used when the sign-in signal is missing. Baymard's checkout research uses this split, Adobe Commerce records it on every order (sales_order.customer_is_guest) and Salesforce Commerce Cloud reports registered versus guest orders; retailers use it to show how much revenue relies on guest checkout and where forced sign-in loses conversions.

Low, Medium or High bucket of the churn probability the CRM, CDP or retention model assigns to each customer. Unlike RFM Segment or Lifecycle Stage, it ranks forward-looking risk of lapsing.

Measures the frequency and preference of user interactions with specific content genres within the platform. It helps identify trending genres and informs content strategy decisions.

Visitor country (ISO 3166-1) resolved from the request IP, as in GA4 Country, with region (ISO 3166-2) as a drill-down sub-level. Reported per session; distinct from Delivery Region (ship-to address).

Coupon Code is the exact promotional, discount or voucher code a customer successfully applied, captured at order level (GA4 Order coupon, the purchase `coupon` parameter) and at item level (GA4 Item coupon, `items[].coupon`), with in-store redemptions joined from POS on transaction_id. It lets Marketing, Merchandising and Finance break down orders, revenue and checkout behaviour by the specific code redeemed across web, app and store. The kind of offer is covered by the Promotion Type dimension, and internal promotion banners and discount values by the GA4 standard fields item promotion name and item discount amount, so none of these are part of this dimension.

Currency is the three-letter ISO 4217 code (for example USD, EUR, GBP, JPY) in which the monetary values of an ecommerce interaction are denominated, captured as the GA4 `currency` parameter on every event that carries `value`, from view_item and add_to_cart through begin_checkout, add_payment_info, purchase and refund. It is the currency the shopper was shown and charged in (the presentment currency), so Finance, Merchandising and Marketing can split revenue, order value and funnel conversion by currency market and reconcile analytics revenue with settlement before converting to a single reporting currency.

Classifies each customer once per reporting date by the native tier of the governed primary loyalty program. Effective-dated membership history supplies the tier.

Owner-defined segment a customer belongs to (e.g. vip, wholesale, employee), as set in the CRM or commerce platform. Unlike RFM Segment or Customer Value Tier, it follows business rules, not a score.

This dimension categorizes customers based on their financial risk levels, enabling targeted strategies for risk management and marketing. It measures the risk tolerance and behavior patterns of customers in financial transactions.

Customer Status classifies each resolvable shopper into a single, mutually exclusive lifecycle stage — prospect, guest, new, returning, lapsing, churned or reactivated — determined from CRM and order-management purchase history rather than from device-based new/returning signals. It is the primary segmentation key for retention reporting: stamped onto digital behaviour, it allows conversion, order value, loyalty engagement and support demand to be read separately for every stage of the customer relationship.

Customer age from first completed order to the reporting date, bucketed 0–90 days, 91–365 days, 1–3 years and 3+ years. Unlike Acquisition Cohort, the band moves as the customer ages.

Assigns each customer to a High, Medium or Low tier by percentile rank of historical lifetime revenue: top 20%, next 30%, bottom 50%. Pure value tiering, unlike RFM Segment or Customer Loyalty Tier.