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 withis_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.
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 SourceMediumUTM parameters
UTM parameters are tracking parameters added to URLs (for example:utm_source, utm_medium, utm_campaign) to attribute traffic and purchases to marketing campaigns.
See: UTM Setup
(direct) / (none)
(direct) / (none) typically means no attributable marketing touchpoint was captured for an order (often due to missing UTMs, cross-domain/checkout breaks, or tracking blockers).
See: Why am I seeing (direct) / (none)? and Attribution Health