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 net shipping, net taxes, and net 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 | Net revenue plus net shipping, net taxes, and net shipping 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 |
Revenue and AOV checks
When a revenue or AOV number looks off, confirm the exact metric before comparing reports. For the full cross-tool checklist, see Why would external reports not match the SourceMedium dashboard?.
| Question | Check |
|---|
| Is this gross, net, or total revenue? | Gross revenue is before discounts and refunds. Net revenue is after discounts and refunds. Total revenue includes net revenue plus net shipping, net taxes, and net shipping taxes. |
| Is AOV based on the same revenue field? | Net AOV, gross AOV, and total AOV use different revenue numerators. |
| Does overall AOV differ from new and repeat AOV? | Overall AOV is the segment’s combined revenue divided by its combined order count. It is not the simple average of new-customer AOV and repeat-customer AOV. |
| Do new and repeat totals add to the expected total? | Check whether the report is counting customers, orders, or revenue. A customer can have different lifecycle status depending on the metric and grain being queried. |
| Are discounts and refunds included? | Use Revenue Fields to confirm the sign convention and field definition. |
For reconciliation, compare the numerator and denominator directly. For example, validate AOV by checking revenue and order count for the same date range, filters, and customer segment.
| Metric family | Formula pattern |
|---|
| AOV | Revenue divided by order count for the same segment and filters. |
| New customer AOV | New-customer revenue divided by new-customer order count. |
| Repeat customer AOV | Repeat-customer revenue divided by repeat-customer order count. |
| MER | Order net revenue divided by total ad spend. |
| ROAS | SourceMedium ROAS uses order net revenue divided by total ad spend; platform ROAS uses platform-reported revenue divided by total ad spend. |
| CAC | Total ad spend (or your report’s configured acquisition spend) divided by new-customer order count. |
dim_semantic_metric_catalog. Some dashboard labels are aliases or configured variants of these formula families.
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) | Net revenue divided by total ad spend (blended ROAS) | Ratio |
| Return on Ad Spend (ROAS) | SourceMedium ROAS is order net revenue per dollar of ad spend; platform ROAS uses platform-reported revenue | 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%'
