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.
This reference documents the key metrics available in SourceMedium dashboards and the semantic layer. Metrics are organized by category.
Complete Metric Reference: For a comprehensive, always-current list of all 180+ metrics, query the dim_semantic_metric_catalog table in your warehouse. This page provides a curated overview of the most commonly used metrics. Metrics marked as “Alias” are legacy names maintained for backward compatibility. Use the preferred metric name for new queries.
Revenue Metrics
| Metric | Description | Type |
|---|
| Average Order Value (AOV) - Net | Average net revenue per order | Ratio |
| Average Order Value (AOV) - Gross | Average gross revenue per order | Ratio |
| Average Order Value (AOV) - Total | Average total revenue per order (including shipping/taxes) | Ratio |
| Order Net Revenue | Net revenue after discounts and refunds | Simple |
| Order Gross Revenue | Gross revenue before discounts and refunds | Simple |
| Order Total Revenue | Total revenue including shipping and taxes | Simple |
| New Customer Net Revenue | Net revenue from first-time customers | Simple |
| Repeat Customer Net Revenue | Net revenue from repeat customers | Simple |
| Gross Profit | Revenue minus cost of goods sold | Simple |
| Gross Margin % | Gross profit as percentage of net revenue | Ratio |
| Total Discounts | Total discount amount applied to orders | Simple |
| Total Refunds | Total refund amount processed | Simple |
Customer Metrics
| Metric | Description | Type |
|---|
| New Customers | Count of newly acquired customers in the period | Simple |
| Total Customers | Total count of all customers | Simple |
| New Customer Order Count | Number of first-time customer orders | Simple |
| Repeat Customer Order Count | Number of repeat customer orders | Simple |
| Active Subscribers | Count of customers with active subscriptions | Simple |
| Churned Subscribers | Count of customers with churned subscriptions | Simple |
| Email Subscribers | Count of customers opted into email marketing | Simple |
| SMS Subscribers | Count of customers opted into SMS marketing | Simple |
| Customer Acquisition Cost (CAC) | Average cost to acquire a new customer | Ratio |
| Subscriber Churn Rate | Percentage of subscribers who have churned | Ratio |
Marketing Metrics
| Metric | Description | Type |
|---|
| Total Ad Spend | Total advertising spend across all platforms | Simple |
| Total Ad Clicks | Total clicks across all ad platforms | Simple |
| Total Ad Impressions | Total impressions across all ad platforms | Simple |
| Marketing Efficiency Ratio (MER) | Total revenue divided by total ad spend (blended ROAS) | Ratio |
| Return on Ad Spend (ROAS) | Revenue generated per dollar of ad spend | Ratio |
| Cost Per Click (CPC) | Average cost per ad click | Ratio |
| Cost Per Order (CPO) | Average advertising cost per order | Ratio |
| Cost Per Thousand Impressions (CPM) | Cost per thousand impressions | Derived |
| Click-Through Rate (CTR) | Percentage of impressions that result in clicks | Ratio |
| Platform Reported Conversions | Conversions as reported by ad platforms | Simple |
| Platform Return on Ad Spend | Return on ad spend as reported by platforms | Ratio |
Conversion Metrics
| Metric | Description | Type |
|---|
| Site Conversion Rate | Overall conversion rate (orders / website sessions) | Ratio |
| Simple Conversion Rate | Orders / sessions using executive summary data | Ratio |
| Add to Cart Rate | Percentage of page views that result in add to cart | Ratio |
| Checkout Initiation Rate | Percentage of add to carts that proceed to checkout | Ratio |
| Checkout Completion Rate | Percentage of checkouts that complete purchase | Ratio |
| Discount Rate % | Discounts as percentage of gross revenue | Ratio |
| Refund Rate % | Refunds as percentage of gross revenue | Ratio |
| Email Opt-in Rate | Percentage of customers opted into email marketing | Ratio |
| SMS Opt-in Rate | Percentage of customers opted into SMS marketing | Ratio |
Cumulative / Period Metrics
| Metric | Description | Type |
|---|
| MTD Net Revenue | Month-to-date net revenue | Cumulative |
| MTD Order Count | Month-to-date order count | Cumulative |
| MTD New Customers | Month-to-date new customer acquisitions | Cumulative |
| MTD Ad Spend | Month-to-date advertising spend | Cumulative |
| QTD Net Revenue | Quarter-to-date net revenue | Cumulative |
| YTD Net Revenue | Year-to-date net revenue | Cumulative |
| Trailing 30 Day Revenue | Revenue for the last 30 days | Cumulative |
| Trailing 90 Day Revenue | Revenue for the last 90 days | Cumulative |
Product Metrics
| Metric | Description | Type |
|---|
| Total Products | Total count of unique products in catalog | Simple |
| Total SKUs | Total count of product variants/SKUs | Simple |
| Product Page Views | Count of product page views | Simple |
| Product Cost (COGS) | Total cost of goods sold | Simple |
| SKUs per Product | Average number of variants per product | Ratio |
Legacy Aliases
These metric names are maintained for backward compatibility. Always use the preferred name for new implementations.
Core Aliases
| Alias | Preferred Metric | Description |
|---|
aov | average_order_value_net | Average Order Value |
mer | marketing_efficiency_ratio | Marketing Efficiency Ratio |
cac | customer_acquisition_cost | Customer Acquisition Cost |
cpc | cost_per_click | Cost Per Click |
cpm | cost_per_thousand_impressions | Cost Per Mille |
roas | return_on_ad_spend | Return on Ad Spend |
ctr | click_through_rate | Click-Through Rate |
cpo | cost_per_order | Cost Per Order |
cvr | conversion_rate | Conversion Rate |
cpa | customer_acquisition_cost | Cost Per Acquisition (same as CAC) |
AOV Variants
| Alias | Preferred Metric |
|---|
aov_gross | average_order_value_gross |
aov_net_revenue | average_order_value_net |
aov_gross_revenue | average_order_value_gross |
aov_total_revenue | average_order_value_total |
aov_new_customers | average_order_value_new_customer_net |
aov_new_customer_net_revenue | average_order_value_new_customer_net |
aov_new_customer_gross_revenue | average_order_value_new_customer_gross |
aov_new_customer_total_revenue | average_order_value_new_customer_total |
aov_repeat_customer_net_revenue | average_order_value_repeat_customer_net |
aov_repeat_customer_gross_revenue | average_order_value_repeat_customer_gross |
aov_repeat_customer_total_revenue | average_order_value_repeat_customer_total |
Marketing Variants
| Alias | Preferred Metric |
|---|
mer_new_customers | marketing_efficiency_ratio_new_customers |
cvr_new_customers | conversion_rate_new_customers |
platform_roas | platform_return_on_ad_spend |
platform_mer | platform_marketing_efficiency_ratio |
platform_cpc | platform_cost_per_conversion |
platform_rpc | platform_revenue_per_conversion |
platform_rpm | platform_revenue_per_thousand_impressions |
cpo_platform | cost_per_platform_conversion |
cpa_marketing | cost_per_platform_conversion |
Query dim_semantic_metric_catalog with WHERE is_abbreviation = true to see all available aliases in your warehouse.
Metric Types
- Simple: Direct aggregation of a measure (e.g., SUM of revenue)
- Ratio: Division of two metrics (e.g., revenue / orders = AOV)
- Derived: Calculation involving other metrics with custom expressions
- Cumulative: Running total over a time period (e.g., MTD revenue)
Discovering More Metrics
The semantic layer includes 180+ metrics across all categories. To explore the complete list:
-- List all metrics by category
SELECT
metric_category,
metric_name,
metric_label,
metric_type
FROM `your_project.sm_metadata.dim_semantic_metric_catalog`
ORDER BY metric_category, metric_name
-- Find metrics matching a keyword
SELECT
metric_name,
metric_description,
calculation
FROM `your_project.sm_metadata.dim_semantic_metric_catalog`
WHERE LOWER(metric_name) LIKE '%revenue%'
OR LOWER(metric_description) LIKE '%revenue%'
