# Dema.ai documentation - [Home](https://docs.dema.ai/welcome/home.md) - [Our core data model](https://docs.dema.ai/guides/fundamentals/data-model.md): Discover how Dema collects, processes, and enriches your e-commerce data—from real-time events and orders to marketing costs, shipping rules, and returns. See how each data point comes together to power near real-time profitability insights, including Gross Profit 2 (GP2) costs like toll, pick & pac… - [Metrics](https://docs.dema.ai/guides/fundamentals/metrics.md): Discover the key performance metrics that Dema tracks and calculates to empower data-driven decisions. This section explains what each metric represents, how it’s calculated, and why it matters. You can use these metrics to uncover growth opportunities, optimize spend, and monitor profitability in n… - [Dimensions](https://docs.dema.ai/guides/fundamentals/dimensions.md): 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 in… - [Attribution](https://docs.dema.ai/guides/fundamentals/attribution.md): Understand how Dema attributes conversions to specific channels or campaigns. Learn about our supported models (last-click, linear, ML-based multi-touch, ad platform-reported, and causal factor attribution) and how to interpret the results. - [Tracking](https://docs.dema.ai/guides/fundamentals/tracking.md): Learn how Dema’s tracking script collects and processes your e-commerce data in near real-time. Understand which events are captured by default, how sessions are created (similar to GA Universal), and how to install Dema on Shopify, GTM, or via a server-side integration. - [Discounts](https://docs.dema.ai/guides/fundamentals/discounts.md) - [Invite your team](https://docs.dema.ai/guides/setup/invite.md): Quickly invite team members to Dema and assign roles to streamline collaboration across your organization. - [Add pixel (Tracking script)](https://docs.dema.ai/guides/setup/pixel.md): Learn how to install the Dema tracking script on various platforms like Shopify, custom sites, and Google Tag Manager. Verify your events are coming in and troubleshoot common issues. - [Setup UTM parameters](https://docs.dema.ai/guides/setup/utm-parameters.md): Learn how to setup UTM parameters effectively for seamless integration with Dema. - [Create UTM mapping](https://docs.dema.ai/guides/setup/utm-mapping.md): Learn how to map UTM parameters to the correct channels and channel groups in Dema to ensure accurate attribution and cost mapping. - [Integrate orders and inventory](https://docs.dema.ai/guides/setup/integrate-orders-and-inventory.md): Mix and match e-commerce platforms, sFTP, and data warehouses to sync orders, inventory, and returns seamlessly with Dema. - [Integrate marketing spend](https://docs.dema.ai/guides/setup/integrate-marketing.md): Connect Meta, Google Ads, TikTok, and more to track your marketing spend seamlessly in Dema. - [Set up hierarchical costs and returns](https://docs.dema.ai/guides/setup/setup-cost.md): Learn how to configure rules-based fulfillment and return costs for shipping, toll, pick & pack, and transaction fees, along with return thresholds and fallback margins. - [Targets](https://docs.dema.ai/guides/setup/targets.md): Learn more about how you can use your budget to setup targets in our platform. - [Overview](https://docs.dema.ai/guides/api-access/overview.md): Introduction to Dema's API for accessing your business and statistical data programmatically. - [Endpoints](https://docs.dema.ai/guides/api-access/endpoints.md): Learn about the Dema API endpoint URL and how to make requests. - [Authentication](https://docs.dema.ai/guides/api-access/authentication.md): Learn how to obtain API keys and authenticate your requests to the Dema's GraphQL API. - [Rate Limits](https://docs.dema.ai/guides/api-access/rate-limits.md): Understand rate limits for the Dema API and how to handle them. - [Versioning](https://docs.dema.ai/guides/api-access/versioning.md): Dema GraphQL API versioning strategy and deprecation practices. - [Examples & Usage](https://docs.dema.ai/guides/api-access/examples.md): Practical examples for querying the Dema API, including organization information, definitions, and statistics data. - [Overview](https://docs.dema.ai/guides/agent/overview.md): Use the Dema Agent to explore your data, build reports and dashboards, and automate recurring work. - [Your agents](https://docs.dema.ai/guides/agent/your-agents.md): Create agents with their own instructions, skills, files, integrations, and schedules. - [Skills](https://docs.dema.ai/guides/agent/skills.md): Create reusable instructions and reference files for tasks your agents perform regularly. - [Files and memory](https://docs.dema.ai/guides/agent/files-and-memory.md): Upload reference files, browse conversation outputs, and review the notes your agent keeps in memory. - [Apps](https://docs.dema.ai/guides/agent/apps.md): Build reusable apps with the Dema Agent, link them to agents, and update them from a conversation. - [Sharing agents and sessions](https://docs.dema.ai/guides/agent/access-and-sharing.md): Learn what people can use through a shared agent and who can see its sessions. - [Integrations overview](https://docs.dema.ai/guides/agent/integrations/overview.md): Connect the Dema Agent to third-party tools it can use in conversations and scheduled runs. - [Apify](https://docs.dema.ai/guides/agent/integrations/apify.md): Let the Dema Agent run Apify Actors for web scraping, enrichment, and automated data collection. - [Attentive](https://docs.dema.ai/guides/agent/integrations/attentive.md): Let the Dema Agent manage SMS and email subscriptions, record ecommerce events, and update customer attributes in Attentive when you ask. - [Azure SQL](https://docs.dema.ai/guides/agent/integrations/azure-sql.md): Let the Dema Agent query and explore data in your Azure SQL Database through a SQL MCP Server you host. - [BigQuery](https://docs.dema.ai/guides/agent/integrations/bigquery.md): Let the Dema Agent query data, explore schemas, and run SQL against Google BigQuery. - [Centra](https://docs.dema.ai/guides/agent/integrations/centra.md): Let the Dema Agent work directly with your Centra store — read products, orders, customers, inventory, and pricing, and optionally act on them by updating stock, confirming orders, creating shipments, and managing discounts. - [Commercetools](https://docs.dema.ai/guides/agent/integrations/commercetools.md): Let the Dema Agent query orders, products, customers, inventory, and categories from Commercetools Composable Commerce. - [Contentful](https://docs.dema.ai/guides/agent/integrations/contentful.md): Let the Dema Agent search, create, and publish entries and assets, audit the content model, and run AI Actions in Contentful when you ask. - [Convert](https://docs.dema.ai/guides/agent/integrations/convert.md): Let the Dema Agent read A/B test results and conversion goals from Convert.com, and create or control experiences when you ask. - [Custom integration](https://docs.dema.ai/guides/agent/integrations/custom-integration.md): Connect your own MCP server so the Dema Agent can use its tools. - [Depict.ai](https://docs.dema.ai/guides/agent/integrations/depict.md): Let the Dema Agent read your Depict.ai catalog, search results, and recommendations when you ask. - [Gmail](https://docs.dema.ai/guides/agent/integrations/gmail.md): Let the Dema Agent send emails on your behalf via the Gmail API. - [Google Ads](https://docs.dema.ai/guides/agent/integrations/google-ads.md): Let the Dema Agent query campaign performance and manage campaign and ad group settings in Google Ads. - [Google Analytics](https://docs.dema.ai/guides/agent/integrations/google-analytics.md): Let the Dema Agent read GA4 traffic, revenue, and channel performance from Google Analytics when you ask. - [Google Merchant Center](https://docs.dema.ai/guides/agent/integrations/google-merchant-center.md): Let the Dema Agent read product listings, account status, and disapproval issues from Google Merchant Center when you ask. - [Google Search Console](https://docs.dema.ai/guides/agent/integrations/google-search-console.md): Let the Dema Agent query search analytics and URL indexing status from Google Search Console. - [Google Sheets](https://docs.dema.ai/guides/agent/integrations/google-sheets.md): Let the Dema Agent read, write, and manage spreadsheet data in Google Sheets. - [Gorgias](https://docs.dema.ai/guides/agent/integrations/gorgias.md): Let the Dema Agent search and triage support tickets, pull customer history, run helpdesk reporting, and add internal notes in Gorgias when you ask. - [Ingrid](https://docs.dema.ai/guides/agent/integrations/ingrid.md): Let the Dema Agent read orders, returns, and refunds, report returned items, and mark refunds as externally refunded in Ingrid when you ask. - [Intelligems](https://docs.dema.ai/guides/agent/integrations/intelligems.md): Let the Dema Agent read A/B test results, experiences, analytics, and audience data from Intelligems when you ask. - [Intercom](https://docs.dema.ai/guides/agent/integrations/intercom.md): Let the Dema Agent search Intercom conversations and access contact and company data. - [Klaviyo](https://docs.dema.ai/guides/agent/integrations/klaviyo.md): Let the Dema Agent analyze campaigns and flows, manage profiles and segments, and draft email campaigns in Klaviyo. - [Meta Ads](https://docs.dema.ai/guides/agent/integrations/meta-ads.md): Let the Dema Agent read ad performance and manage campaigns across Facebook and Instagram. - [Microsoft overview](https://docs.dema.ai/guides/agent/integrations/microsoft.md): One-time Microsoft 365 tenant setup shared by the Dema Agent's Teams, Outlook, and SharePoint integrations. - [Microsoft Outlook](https://docs.dema.ai/guides/agent/integrations/microsoft-outlook.md): Let the Dema Agent read, search, send, and manage Outlook mail through Microsoft's hosted Mail MCP server. - [Microsoft SharePoint](https://docs.dema.ai/guides/agent/integrations/microsoft-sharepoint.md): Let the Dema Agent work with SharePoint sites, lists, document libraries, files, and sharing through Microsoft's hosted SharePoint MCP server. - [Microsoft Teams](https://docs.dema.ai/guides/agent/integrations/microsoft-teams.md): Let the Dema Agent read and manage Microsoft Teams chats, channels, members, and messages through Microsoft's hosted Teams MCP server. - [NetSuite](https://docs.dema.ai/guides/agent/integrations/netsuite.md): Let the Dema Agent access NetSuite ERP data, records, and business processes through the NetSuite AI Connector. - [Nosto](https://docs.dema.ai/guides/agent/integrations/nosto.md): Let the Dema Agent read products, segments, affinities, recommendations, and orders from Nosto when you ask. - [Ometria](https://docs.dema.ai/guides/agent/integrations/ometria.md): Let the Dema Agent read contacts, orders, products, and segments from Ometria, push records, and send transactional emails when you ask. - [Ongoing WMS](https://docs.dema.ai/guides/agent/integrations/ongoing-wms.md): Let the Dema Agent read article data, stock balances, and warehouse information for a goods owner from Ongoing WMS when you ask. - [Pinterest](https://docs.dema.ai/guides/agent/integrations/pinterest.md): Let the Dema Agent read Pinterest ad account, campaign, and pin performance, and manage campaigns, ad groups, ads, audiences, boards, and pins. - [Rule](https://docs.dema.ai/guides/agent/integrations/rule.md): Let the Dema Agent manage subscribers and tags, read campaign performance, and send transactional email or SMS in Rule when you ask. - [Semrush](https://docs.dema.ai/guides/agent/integrations/semrush.md): Let the Dema Agent pull SEO, keyword, backlink, and domain analytics plus market and competitive intelligence from Semrush when you ask. - [Shopify](https://docs.dema.ai/guides/agent/integrations/shopify.md): Let the Dema Agent query products, orders, customers, and inventory from your Shopify store. - [Slack](https://docs.dema.ai/guides/agent/integrations/slack.md): Let the Dema Agent search Slack messages, post updates, and collaborate on Slack canvases. - [Snowflake](https://docs.dema.ai/guides/agent/integrations/snowflake.md): Let the Dema Agent query data, run Cortex AI tools, and execute SQL through your Snowflake account. - [Storyblok](https://docs.dema.ai/guides/agent/integrations/storyblok.md): Let the Dema Agent read and manage stories, components, assets, spaces, and workflows in your Storyblok space when you ask. - [Typeform](https://docs.dema.ai/guides/agent/integrations/typeform.md): Let the Dema Agent build and manage your typeforms, browse workspaces, and read form responses from Typeform when you ask. - [Viametrics](https://docs.dema.ai/guides/agent/integrations/viametrics.md): Let the Dema Agent read people-counting visitor data — in/out counts, counter groups, and occupancy — for your stores from Viametrics when you ask. - [Dema for Slack](https://docs.dema.ai/guides/slack-integration.md): Bring Dema's AI business analyst into Slack — ask about your store, pull answers into team discussions, and share analyses where your team already works. - [How filters work in reports](https://docs.dema.ai/guides/reports/filters.md): Learn how to apply filters to your reports in Dema, refine your data, and focus on what matters most using dimension and metric filtering. - [Setting your attribution model](https://docs.dema.ai/guides/reports/select-attribution.md): Learn how to customize and apply attribution models in Dema reports to better analyze and distribute your revenue data. - [Manage users](https://docs.dema.ai/guides/organization/manage-users.md): Learn how to invite manage members to Dema, assign roles, and manage access levels for seamless collaboration across your organization. - [Creating and managing teams](https://docs.dema.ai/guides/organization/team.md): Learn how to set up and manage teams in Dema to streamline navigation, restrict data access, and simplify reporting. - [Access and sharing](https://docs.dema.ai/guides/organization/access-and-sharing.md): Learn how visibility and sharing work for agents, skills, apps, and other resources in Dema. - [Using labels to organize reports](https://docs.dema.ai/guides/organization/labels.md): Learn how to set up and use labels in Dema to organize, find, and filter reports with ease. - [Reset password](https://docs.dema.ai/guides/organization/reset-password.md) - [Single Sign-On (SSO) with Google](https://docs.dema.ai/guides/organization/sso.md): Learn how to set up and use Google SSO for secure and streamlined access to Dema. - [Single Sign-On (SSO) with Microsoft Entra ID](https://docs.dema.ai/guides/organization/microsoft-sso.md): Learn how to configure Microsoft Entra ID (formerly Azure AD) as a SAML-based SSO provider for your Dema organization. - [How MMM works in Dema](https://docs.dema.ai/guides/mmm/how-mmm-works.md): Learn how Dema's Marketing Mix Modeling uses profitability-focused models to optimize your marketing spend and maximize profit. - [Overview view](https://docs.dema.ai/guides/mmm/overview.md): Learn how to use Dema's MMM Overview to quickly assess optimization opportunities across markets and channels. - [Details view](https://docs.dema.ai/guides/mmm/details.md): Learn how to analyze spend recommendations, saturation curves, adstock effects, and channel contributions in Dema's MMM Details view. - [Model settings](https://docs.dema.ai/guides/mmm/model-settings.md): Learn how to configure MMM optimization targets, budget constraints, and guardrails to align recommendations with your business strategy. - [View settings](https://docs.dema.ai/guides/mmm/view-settings.md): Learn how to filter, aggregate, and customize the MMM view to focus on the markets, channels, and metrics that matter most. - [Planning future budgets](https://docs.dema.ai/guides/mmm/create-a-future-scenario.md): Learn how to use Dema's MMM to plan upcoming marketing budgets, optimize for profit targets, and test different allocation strategies. - [Create product sets](https://docs.dema.ai/guides/segmentation/create-product-sets.md): Learn how to create product sets in Dema to segment your catalog and export custom labels for Google and Meta feeds. - [Override product sets from reports](https://docs.dema.ai/guides/segmentation/manual-overrides.md): Learn how to manually override product sets directly from reports in Dema, giving you precise control over your feed segmentations. - [Export to Shopify tag](https://docs.dema.ai/guides/segmentation/export-to-shopify-tag.md): Learn how to export your product set labels to Shopify as tags for use in your store. - [Export to Klaviyo](https://docs.dema.ai/guides/segmentation/export-to-klaviyo.md): Learn how to export your customer set labels to Klaviyo as custom properties for segmentation and campaigns. - [Export to Voyado](https://docs.dema.ai/guides/segmentation/export-to-voyado.md): Learn how to export your customer set labels to Voyado for segmentation, automations, and targeting. - [How incrementality testing works in Dema](https://docs.dema.ai/guides/incrementality-testing/how-it-works.md): Learn how Dema's incrementality testing isolates the true impact of your marketing campaigns on both sales and profit. - [What is incrementality](https://docs.dema.ai/guides/incrementality-testing/what-is-incrementality.md): Learn how incrementality testing isolates true marketing impact and enhances MMM. - [Methodology: from raw orders to lift](https://docs.dema.ai/guides/incrementality-testing/methodology.md): A walkthrough of how Dema turns raw orders into an incrementality result — the level inference runs at, how regional data is aggregated, how each metric is measured, and why some numbers can look different depending on where you read them. - [Structuring tests](https://docs.dema.ai/guides/incrementality-testing/structuring-tests.md): Learn how to design and structure incrementality experiments in Dema to measure true business impact. - [Analyze a suggested experiment](https://docs.dema.ai/guides/incrementality-testing/analyze-suggestion.md): Learn how to interpret the suggested experiment table in Dema and what each metric represents. - [Understand test results](https://docs.dema.ai/guides/incrementality-testing/understand-test-results.md): Learn how to interpret key metrics, graphs, and insights from Dema's incrementality test results. - [Concurrent tests](https://docs.dema.ai/guides/incrementality-testing/concurrent-tests.md): Learn how to run multiple 2-cell experiments concurrently in Dema and understand the risks and best practices. - [Post-treatment window](https://docs.dema.ai/guides/incrementality-testing/post-treatment-window.md): Discover how Dema uses a post-treatment window to capture delayed marketing effects and provide a complete picture of your campaign's performance. - [Seasonality effects](https://docs.dema.ai/guides/incrementality-testing/seasonality.md): Learn how Dema adjusts for seasonality in incrementality testing to ensure accurate measurement of marketing impact. - [Platform lift studies vs Dema](https://docs.dema.ai/guides/incrementality-testing/platform-lift-studies.md): Understand the differences between platform conversion lift studies and Dema's geo-based incrementality tests, and why Dema provides a more reliable, neutral measurement. - [Terminology](https://docs.dema.ai/guides/incrementality-testing/terminology.md): Key terms and concepts used in Dema's incrementality testing documentation. - [How Causal factor attribution works](https://docs.dema.ai/guides/causal-factor-attribution/how-it-works.md): Learn how Dema uses causal evidence from incrementality experiments and platform-wide benchmarks to correct attribution values and reveal the true impact of your marketing. - [Configuring calibration settings](https://docs.dema.ai/guides/causal-factor-attribution/configuring-calibrations.md): Step-by-step guide to setting up causal factor attribution calibrations: from reading the benchmark distribution to saving your configuration. - [Interpreting calibrated attribution](https://docs.dema.ai/guides/causal-factor-attribution/interpreting-results.md): Understand how calibrated attribution changes your channel mix, read before-and-after comparisons, and know when to update your calibrations. - [Create dashboards](https://docs.dema.ai/guides/dashboards/create-dashboard.md): Learn how to create dashboards in Dema to visualize your data and insights. - [How filters work in dashboards](https://docs.dema.ai/guides/dashboards/filters.md): Learn how to apply filters to your dashboards in Dema to refine your data and focus on what matters most. - [Inventory forecasting](https://docs.dema.ai/guides/forecasts/inventory-forecasting.md): Understand how historical data is transformed into actionable business insights. - [Order forecasting](https://docs.dema.ai/guides/forecasts/order-forecasting.md): Transform historical order patterns into accurate time series predictions using advanced seasonal decomposition models. - [LTV forecasting](https://docs.dema.ai/guides/forecasts/ltv-forecasting.md): Understand how customer data is transformed into actionable profit-based lifetime value insights. - [Set up tracking with single page applications](https://docs.dema.ai/guides/single-page-application.md): How to set up tracking with single page applications - [Custom metrics/dimensions](https://docs.dema.ai/guides/custom-metrics-dimensions.md): How to do create custom metrics/dimensions - [Overview](https://docs.dema.ai/integrations/overview.md): Our platform integrates with your existing tools to provide a unified view of your business performance. Choose an integration category below to get started. - [Overview](https://docs.dema.ai/integrations/ecommerce/overview.md): Integrate your e-commerce platform to automatically sync orders, products, inventory, and customer data. - [Centra](https://docs.dema.ai/integrations/ecommerce/centra.md): Integrating Centra with our platform streamlines the synchronization of orders, indeliveries and inventory data, significantly enhancing the management of your e-commerce operations. - [Shopify](https://docs.dema.ai/integrations/ecommerce/shopify.md): Learn how to integrate your Shopify store's orders and inventory with Dema using our custom app distribution link. - [Shopify tips & tricks](https://docs.dema.ai/integrations/ecommerce/shopify-faq.md): Common questions, tips, and workflow guides for getting the most out of the Dema–Shopify integration. - [Commercetools](https://docs.dema.ai/integrations/ecommerce/commercetools.md): Integrating commercetools with our platform allows for the seamless synchronization of orders and inventory data, enhancing your e-commerce operations. - [Sitoo POS](https://docs.dema.ai/integrations/pos/sitoo.md): This guide outlines the process of integrating the Sitoo Point of Sale (POS) system with our platform to synchronize in-store sales and return data. - [Overview](https://docs.dema.ai/integrations/marketing/overview.md): Connect your marketing platforms to automatically import campaign costs and performance data. This enables accurate ROI calculations and marketing attribution. - [Meta Ads](https://docs.dema.ai/integrations/marketing/meta.md): Integrating Meta Ads with our platform enables seamless synchronization of your advertising data, enhancing marketing analysis and insights. - [Google Ads](https://docs.dema.ai/integrations/marketing/google.md): Integrating Google Ads with our platform enables access to detailed advertising data, empowering you with advanced analysis and insights for optimizing your marketing efforts. - [Pinterest Ads](https://docs.dema.ai/integrations/marketing/pinterest.md): Integrating Pinterest Ads with our platform enables seamless synchronization of your advertising data, enhancing marketing analysis and insights. - [Snapchat Ads](https://docs.dema.ai/integrations/marketing/snapchat.md): Integrating Snapchat Ads with our platform enables seamless synchronization of your advertising data, enhancing marketing analysis and insights. - [TikTok Ads](https://docs.dema.ai/integrations/marketing/tiktok.md): Integrating TikTok Ads with our platform enables seamless synchronization of your advertising data, enhancing marketing analysis and insights. - [Awin](https://docs.dema.ai/integrations/marketing/awin.md): Integrating Awin with our platform imports your affiliate marketing cost data, giving you accurate spend and conversion insights across your publisher network. - [Google Sheets](https://docs.dema.ai/integrations/marketing/google-sheets.md): Integrating Google Sheets with our platform allows you to seamlessly import and analyze marketing cost data. - [Overview](https://docs.dema.ai/integrations/datawarehouse/overview.md): Import data from various sources using file transfers or connect directly to your data warehouse. - [File transfer](https://docs.dema.ai/integrations/datawarehouse/fileTransfer.md): Our platform supports multiple methods for data integration through file transfers. Once uploaded, files are automatically processed and synchronized. - [Snowflake](https://docs.dema.ai/integrations/datawarehouse/snowflake.md): Integrating Snowflake with our platform enables seamless data synchronization, enhancing your analytics capabilities. - [Databricks (Delta Sharing)](https://docs.dema.ai/integrations/datawarehouse/databricks.md): Integrating Databricks with our platform via Delta Sharing enables seamless data synchronization, enhancing your analytics capabilities. - [Google BigQuery](https://docs.dema.ai/integrations/datawarehouse/bigquery.md): Integrating Google BigQuery with our platform enables seamless data synchronization, enhancing your analytics capabilities. - [Overview](https://docs.dema.ai/integrations/tracking/overview.md): Dema offers three flexible methods for tracking events on your website: Server-Side Event Tracking, Google Tag Manager (GTM) Integration, and Shopify App Integration. - [Google Tag Manager](https://docs.dema.ai/integrations/tracking/google-tag-manager.md): This guide covers the process for integrating Dema tracking into your website using Google Tag Manager (GTM) with the V2 event API. - [Server-side tracking V2](https://docs.dema.ai/integrations/tracking/server-side-tracking-v2.md): Send event tracking data to Dema from the server-side using the V2 tracking API. Supports extensible event types including page views, product views, and purchases. - [Server-side tracking (deprecated)](https://docs.dema.ai/integrations/tracking/server-side-tracking.md): This guide outlines the process for sending event tracking data to Dema from the server-side, covering pageview and order events via HTTP requests. ## OpenAPI Specs - [openapi](/api-reference/openapi.json) - [package-lock](/package-lock.json) ## Optional - [Blog](https://dema.ai/blog) - [Changelog](https://dema.ai/changelog) - [Roadmap](https://inside.dema.ai)