> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> Definitions for common SourceMedium terms used across dashboards, tables, and FAQs

This page defines common terms you’ll see throughout SourceMedium documentation. If you’re reconciling numbers across tools, start by aligning on these definitions.

## sm\_store\_id

`sm_store_id` is SourceMedium’s unique identifier for each store in your tenant.

* **In AI Analyst:** It scopes analysis to one store (for multi-store tenants).
* **In SQL:** It filters results to one store in SourceMedium tables.
* **Where to find it:** Your store IDs are listed in **Data Availability Report** inside AI Analyst.

If you have a single-store tenant, this is handled automatically and you usually won’t need to reference `sm_store_id` directly.

## 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:

* [How does channel mapping work?](/data-inputs/configuration-sheet/how_does_channel_mapping_work)
* [Why would external reports not match the SourceMedium dashboard?](/help-center/faq/data-faqs/why-would-external-reports-not-match-the-sourcemedium-dashboard)

## 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`](/data-activation/data-tables/sm_transformed_v2/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?](/help-center/faq/data-faqs/why-dont-the-executive-summary-and-shopifys-sales-report-match)

## Exclude \$0 orders

Some accounts exclude orders with \$0 net revenue from reporting. This can impact reconciliations and retention metrics.

See: [What is exclude \$0 orders?](/help-center/faq/dashboard-functionality-faqs/what-is-exclude-zero-dollar-feature)

## 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](/help-center/core-concepts/attribution/attribution-in-sourcemedium)

## UTM 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](/help-center/core-concepts/attribution/utm-setup)

## (direct) / (none)

**`(direct) / (none)`** means the selected attribution evidence resolved to direct traffic with no medium. It is distinct from **`(none) / (none)`**, which is the fallback when no usable source/medium evidence is found.

See: [Why am I seeing (direct) / (none)?](/help-center/core-concepts/attribution/direct-none) and [Attribution Health](/data-inputs/attribution-health/index)

## First-party attribution

**First-party attribution** uses data you collect and control from your own properties (your site/app and checkout) to understand marketing touchpoints.

See: [First-Party Attribution](/help-center/core-concepts/attribution/first-party-attribution)

## Zero-party attribution

**Zero-party attribution** uses customer-reported answers (like “How did you hear about us?”) to understand discovery channels that tracking often misses.

See: [Zero-Party Attribution](/help-center/core-concepts/attribution/zero-party-attribution)