Dimensions

Referrer URL of the session's first page_view: page_referrer (GA4) or Referrer (Adobe), query string and fragment stripped. Referring domain and Traffic Source are rollups of it.

Refund Type records how a refund was settled: whether it returned the full or a partial captured amount, and whether the money went back to the original payment method or was issued as store credit or a gift card. It is separate from Payment Method, which records how the customer paid, so Finance and Customer Service can see how much refunded value leaves the business and how much stays as customer balance.

Categorises the method, pathway, or account model used when a user completes registration or sign-up. Typical values include email, social login, SSO, phone, invite-only, guest-to-account, free trial, paid account, provider referral, or offline-assisted registration. This dimension is used to compare conversion quality, onboarding performance, and downstream retention by registration pathway.

Case-closure code the agent records when a support ticket is solved: refund, replacement, exchange, store credit, information provided or no action. One value per ticket.

Classifies the method used to measure user retention by defining the return logic applied to a cohort. It categorises retained users into standard analytical retention frameworks such as classic/unbounded retention, rolling retention, bracketed retention, and strict day-N retention so teams can compare retention results consistently across reports and tools.

Return Method records how a returned item gets back to the merchant, with the values mail_in (prepaid label), carrier_drop_off (carrier counter, parcel locker or partner return point), in_store (including BORIS, buy online, return in store), scheduled_pickup, self_ship and returnless (refund or replacement issued without the item moving). Returns operations, store operations and finance teams use it to compare return cost, refund cycle time and resale recovery by method.

Return Reason is the standardised code a customer selects for each returned line item when starting a return after delivery, such as Size Too Small, Size Too Large, Defective or Damaged, Not as Described, Wrong Item Sent, Unwanted or Changed Mind, and Arrived Too Late. It explains why post-purchase revenue is reversed, so Merchandising, Customer Service and Fulfilment can separate fit, quality, content-accuracy and delivery failures from buyer's remorse; it covers returns only, not pre-shipment cancellations, which are tracked in Order Cancellation Reason.

How the customer's return shipment is paid for: free_prepaid_label, paid_prepaid_label (fee deducted from refund), customer_arranged or not_applicable. Distinct from Return Method, the hand-back channel.

RFM Segment is the named behavioral segment a customer holds on the scoring snapshot date, built from Recency, Frequency and Monetary scores of 1–5 assigned by customer-count quintile across every customer with at least one qualifying order in the trailing scoring window, with the R×F score combination mapped to a governed segment list whose documented default is the 11-segment map from Champions to Lost. Lifecycle marketing, retention and finance teams use it to target, suppress and prioritise customer groups and to track migration between segments from one refresh to the next, and it is distinct from Customer Status (relationship or lifecycle state), Customer Loyalty Tier (a tier earned under a loyalty program) and Customer Segmentation by Risk Profile (financial or credit risk).

Buckets each submitted site search into 0, 1-10, 11-50 or 51+ results. Read from search_results_count on the first results page of view_search_results.

Shipment Mode classifies each shipped order by the normalized shipping service level confirmed at purchase (Standard, Expedited, Same-Day, or Mixed when an order is split across services) and is the order-level Shipping Method used in fulfillment reporting. It differs from Shipping Tier, which records the option a shopper selects on add_shipping_info during checkout, because Shipment Mode is the service actually attached to the completed order. It also differs from Fulfillment Method, which says how an order reaches the customer (ship to home, store pickup, digital delivery); Shipment Mode applies only to orders that ship and says how fast they ship, so pickup and digital orders are classified by Fulfillment Method and not here.

Shipment Mode Distribution measures the proportion of shipments handled through various transportation modes such as air, sea, and land. It provides insights into logistics efficiency and cost management.

Latest carrier milestone of one shipment: Label Created, In Transit, Out for Delivery, Delivered, Exception or Returned to Sender. Set per tracking number; Order Status covers the whole order.

Shipping Tier is the delivery option the customer selects at checkout, recorded exactly as it was presented to them (for example Standard, Express, Next Day or Free Shipping), captured as the GA4 shipping_tier parameter on add_shipping_info and, where implemented, also sent as a custom shipping_tier parameter on purchase; order-level reporting uses the purchase value when present and otherwise the last add_shipping_info selection in the same session before the purchase. It lets checkout, merchandising and finance teams break down funnel progression, order value and shipping economics by the delivery promise the customer bought, independently of the carrier, service level or transport mode later used to fulfil the order.

The order a shopper applies to a category or search results list: featured, relevance, price_asc, price_desc, newest, best_selling, rating or (not set). Sent as sort_option on view_item_list and view_search_results.

Omnichannel retail location hierarchy that maps every order line, pickup and browsing interaction to a Store ID, that store's postal (ZIP) code and the local market (Nielsen DMA or retailer trade area) the store serves. Orders are credited to the fulfilling store (BOPIS, curbside, ship-to-store or ship-from-store), browsing activity to the shopper's selected 'my store', and the shipping ZIP is used only as a market-level fallback when neither is present.

Retail store-level availability state — In Stock, Low Stock or Out of Stock — that was displayed to the shopper for the requested item at the store they selected, at the moment of the check. The value is resolved per store rather than per item: it is keyed by store_id on the store inventory check, is sourced from store-level salable quantity rather than the global catalog, and gates whether a BOPIS order can be placed at all. A store-context event that arrives without a resolved availability label is reported as (not set), the single unknown bucket, so the complete value set is In Stock, Low Stock, Out of Stock or (not set).

Display name of the physical store tied to an interaction or order, e.g. selected, pickup or fulfilling store. It is the readable label for Store ID; the ID stays the join key.

Reason a subscriber picks in the cancel flow when ending a recurring product subscription, e.g. too_expensive, too_much_product, no_longer_needed. Splits voluntary subscription churn by cause.

Subscription Status is the current billing state of a customer's recurring product subscription contract (subscribe-and-save, scheduled replenishment or paid membership), normalised to one governed list (trialing, active, paused, past_due, cancelled, expired) and mapped from Stripe Billing, Shopify Subscription Contracts and Recharge. Finance, Customer Service and lifecycle marketing use it to size the live subscriber base, work payment recovery and pause-to-resume queues, and split churn into voluntary and involuntary, without mixing in plan catalog lifecycle, email or marketing consent, or the broader customer lifecycle held in Customer Status.

The customer-facing channel through which a shopper opened an inbound support contact (Live Chat, Email, Phone, Contact Form, Social Media, Messaging or Self-Service Help Center), normalised from the helpdesk origin field: Zendesk via.channel, Salesforce Service Cloud Case Origin, or the Gorgias ticket channel. Unmapped origins fall under Other, an empty helpdesk origin falls back to the channel captured on the storefront support form (joined on ticket ID) and becomes Unknown only when both are missing, with a companion support_channel_source output (helpdesk, web or none), and bot-contained chat sessions that never reach a human agent are classified as Self-Service Help Center. It is the standard breakdown for contact volume, deflection, handling cost and resolution performance, and covers only customer-initiated support, unlike Notification Channel, which classifies outbound brand messages.

Severity level assigned to a support ticket: Low, Normal, High or Urgent, as in Zendesk and Salesforce Service Cloud. Drives SLA targets and queue order; distinct from Ticket Status, which tracks lifecycle stage.

Lifecycle state of a support ticket: New, Open, Pending, On-hold, Solved or Closed, as in Zendesk and Salesforce Service Cloud. One value per ticket at a time, read from the helpdesk.

Identifies the origin from which a user arrives at the e-commerce platform.