Skip to main contentThis page defines common terms you’ll see throughout SourceMedium documentation. If you’re reconciling numbers across tools, start by aligning on these definitions.
Channel
A channel is a standardized classification used to group orders and performance (e.g., Online DTC, Amazon). Channel values can be influenced by configuration sheet mapping rules.
Related:
Subchannel
A subchannel is a more granular breakdown under a channel (for example, different paid social strategies, affiliates, marketplaces, etc.). Subchannels are typically defined via channel mapping rules and/or UTMs.
SourceMedium-valid order
A SourceMedium-valid order is an order that should be included in reporting (excluding test/invalid/voided scenarios). For order-based analyses, start with is_order_sm_valid = TRUE.
See: obt_orders
Gross revenue vs net revenue
- Gross revenue is typically line-level price × quantity, before discounts/refunds.
- Net revenue accounts for discounts/refunds and is usually the preferred basis for profitability and LTV analyses.
If you’re reconciling to Shopify, see: Why don’t Executive Summary & Shopify match?
Exclude $0 orders
Some accounts exclude $0 revenue orders from reporting. This can impact reconciliations and retention metrics.
See: What is exclude $0 orders?
Attribution window
An attribution window defines how far back in time a marketing interaction can receive credit for a purchase (e.g., 7-day click, 28-day click, 120-day lookback). Different tools often use different windows.
See: Attribution in SourceMedium 
