> ## Documentation Index > Fetch the complete documentation index at: https://docs.dema.ai/llms.txt > Use this file to discover all available pages before exploring further. # Dimensions > Learn about the dimensions in Dema that let you slice, segment, and analyze your data across different categories (channel, country, product, etc.). These dimensions are automatically populated from your tracking script, e-commerce platform, or marketing integrations, giving you granular insights into user behavior and performance. ## Overview Dema's dimensions provide **multiple ways** for analyzing user behavior, marketing performance, and profitability. Whether you’re focusing on channels, products, or customer segments, these dimensions help you surface **actionable insights** and optimize strategies across your e-commerce. | Dimension | Description | | -------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------- | | Account ID | The unique identifier for the advertising account within a channel. | | Account name | The name of the advertising account within a channel. | | Ad | Tracks specific advertisements driving traffic, derived from utm\_content parameters. | | Ad delivery | The delivery status of the ad. | | Ad group | Specifies ad groups driving traffic, primarily for Google Ads campaigns, derived from utm\_content parameters. | | Ad set | Identifies specific ad sets within campaigns, primarily for Facebook traffic, derived from utm\_term parameters. | | Ad set daily budget | The daily budget of the ad set. | | AOV bucket | Groups orders into predefined ranges of Average Order Value (e.g., USD 0 - USD 200, USD 200 - USD 400). | | Asset group | The name of the asset group, for Google Performance Max campaigns. | | Asset group ID | The ID of the asset group, for Google Performance Max campaigns. | | Attribution setting | The attribution setting of the ad set. | | Brand | Identifies the brand name of the product, fetched from the inventory in the e-commerce platform. | | Buying type | The buying type of the marketing campaign. | | Campaign | Tracks the specific marketing campaign driving traffic, derived from UTM parameters such as utm\_campaign. | | Campaign daily budget | The daily budget of the marketing campaign. | | Campaign delivery | The delivery type of the marketing campaign. | | Campaign objective | The objective of the marketing campaign. | | Category | Identifies the product category, fetched from the inventory in the e-commerce platform. | | Causal factor attribution enabled | Indicates whether causal factor attribution is enabled for the ad set. | | Channel | Identifies specific traffic sources like TikTok or Google, using UTM parameters or referrer information. | | Channel group | Categorizes traffic sources into groups like Social Paid, Social Organic, Direct, etc., based on UTM parameters or referrer data. | | City | The city where the order was placed. | | Collection | Identifies the product collection (e.g., "Summer 2022"), fetched from the inventory in the e-commerce platform. | | Colour | The product’s colour, fetched from the inventory in the e-commerce platform. | | Country | Identifies the country of traffic or orders, determined from visitor IPs or shipping addresses. | | Creative body | The body text of the creative used in the ad. | | Creative CTA | The call-to-action text of the creative used in the ad. | | Creative format | The format of the creative used in the ad. | | Creative headline | The headline text of the creative used in the ad. | | Creative ID | The identifier of the creative used in the ad. | | Creative image | The image of the marketing creative. | | Creative media type | The media type of the creative used in the ad. | | Custom attribute 1-5 | Represents additional custom attributes for a product or variant, fetched from the e-commerce platform for granular tracking and analysis. | | Customer cohort | The cohort of the customer, based on the month of their first order. | | Customer Id | The identifier of the customer, based on their email. | | Customer quarterly cohort | The cohort of the customer, based on the quarter of their first order. | | Day | Groups data by calendar day. | | Days since first order | The number of calendar days between the customer's first order date and the current order. | | Device | Categorizes devices used by visitors, such as Mobile, Desktop, or Tablet, based on user agent data. | | Engaged sessions vs bounced | Categorizes sessions as Bounced (single-page views) or Engaged (multi-page or interaction). | | Event name | The tracked event type (for example view\_item\_list or add\_to\_cart). Lets you filter and group by any event, including your own custom events. | | Event page | The URL path where the event occurred. Different from landing page, which is the page the visit started on. | | Event page group | The page where the event occurred, with country and language prefixes removed. | | Full months since first order | The number of fully completed months between the customer's first order date and the current order. | | Funnel (Campaign) | Funnel stage derived from the campaign name. | | Gender | Identifies the gender attribute associated with the product (e.g., Men, Women, Unisex), fetched from the e-commerce platform. | | Historical segmentation product label | The historical label of the segmentation product set configured in your segmentation settings. | | Historical segmentation product set | The historical segmentation product set configured in your segmentation settings. | | Hour | Groups data by hour of the day. | | Keyword | Captures search keywords driving traffic, primarily for Google Ads, based on utm\_term parameters. | | Landing page | Identifies the first page visitors land on during a session. | | Landing page group | The first page a visitor lands on during a visit, with country and language prefixes removed. | | Logistic cost type | Identifies whether the logistic cost applied to Gross profit 2 is actual or estimated. | | Logistic cost type returns | Identifies whether the logistic cost applied to returns is actual or estimated. | | Market | The geographical market the traffic comes from, according to the visitor's IP address. A market can be a single country or a group of countries. | | Material | Identifies the product’s material, fetched from the inventory in the e-commerce platform. | | Month | Groups data by calendar month. | | Months since first order | The number of months since the customer's first order. | | New vs returning customer | Categorizes customers as New (first purchase) or Returning (repeat purchases), based on order history. | | New vs returning customer (30 days) | Categorizes customers as New (within 30 days of their first-ever order) or Returning (subsequent purchases after 30 days). | | Order currency | The currency the order was placed in. | | Order discount type | The discount status of the order, showing whether the purchase was made at full price or with a discount applied. | | Order discount type level | The discount level of the order, showing whether the purchase was made with or without a voucher. | | Order ID | Tracks the unique identification number for each order. | | Order sequence | Shows which order this is for the customer (1st order, 2nd order, 3rd order, and so on), counted across the customer's order history. | | Order type | The type of the order, as delivered by the e-commerce platform. | | Orders placed | The total number of orders in the customer's order history. | | Orders placed (within selected period) | Shows which order this is for the customer (1st order, 2nd order, and so on) within the selected time period. | | Payment provider | Identifies the payment provider for an order, based on tracking data or the e-commerce platform. | | Performance goal | The performance goal of the marketing campaign. | | PLP position | The position of a product in a list view. Indexing depends on your tracking implementation. | | Product ID | Represents the unique identifier for a product, covering all its variants (e.g., sizes, colors). | | Product images | The product image URLs. | | Product name | Identifies the product name, typically fetched from the inventory in the e-commerce platform. | | Quarter | Groups data by calendar quarter. | | Region | The region where the order was placed. | | Repeat vs new visitor | Categorizes visitors as new or repeat based on cookies and previous sessions. | | Return date | The date the product was returned. | | Return month | The month the product was returned. | | Returned warehouse | The warehouse the returned items were sent to. | | Segmentation customer label | The label of the segmentation customer set configured in your segmentation settings. | | Segmentation customer set | The segmentation customer set configured in your segmentation settings. | | Segmentation product label | The label of the segmentation product set configured in your segmentation settings. | | Segmentation product set | The segmentation product set configured in your segmentation settings. | | Shipping provider | Identifies the shipping provider for an order, derived from tracking data or the e-commerce platform. | | Size | Identifies the product’s size, fetched from the inventory in the e-commerce platform. | | Storefront | Identifies which e-commerce storefront generated traffic or sales, based on the frontendId parameter in traffic data. | | Subcategory | Identifies the product subcategory, fetched from the inventory in the e-commerce platform. | | Variant ID | Tracks a specific product variant, such as a particular size or color. | | Variant No | The unique identification number of a product variant, as sent from your tracking data layer. | | Voucher | Tracks voucher or promo codes used during transactions, derived from tracking data or the e-commerce platform. | | Warehouse | Tracks the warehouse or fulfillment center from which products are shipped, based on inventory data. | | Week | Groups data by week number. | | Year | Groups data by calendar year. | | Zip Code | The zip code where the order was placed. |