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Documentation Index

Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt

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Measures and dimensions are the building blocks of every Upstack Analytics query. Measures are the numeric values you calculate (revenue, event counts, conversion rates). Dimensions are the categories you group by (date, traffic source, device type).
Start with a measure you care about (e.g., Revenue), add a dimension to break it down (e.g., utm_source), and apply filters to focus your analysis. Most useful reports use 1–2 measures and 1–2 dimensions.

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Measures

Measures are aggregate calculations across your event data. Select one or more measures in the query builder to define what you want to calculate.
NameTypeDescriptionUnit
total_eventsmeasureTotal count of events matching the query filters.count
unique_visitorsmeasureCount of distinct resolved identities (or anonymous session IDs for unresolved visitors).count
sessionsmeasureCount of distinct browsing sessions. A session ends after 30 minutes of inactivity.count
page_viewsmeasureCount of PageView events.count
purchasesmeasureCount of Purchase events.count
revenuemeasureSum of value from Purchase events.currency (store default)
conversion_ratemeasureRatio of sessions with at least one Purchase to total sessions. Expressed as a percentage.percentage
avg_order_valuemeasureMean value across Purchase events. Calculated as revenue / purchases.currency (store default)
bounce_ratemeasurePercentage of sessions with only a single PageView and no further interaction.percentage
session_durationmeasureAverage time between the first and last event in a session.seconds
add_to_cart_ratemeasureRatio of sessions with at least one AddToCart event to total sessions.percentage
cart_abandonment_ratemeasureRatio of sessions with AddToCart but no Purchase to sessions with AddToCart.percentage
avg_pages_per_sessionmeasureMean number of PageView events per session.count
Currency-based measures (revenue, avg_order_value) use the currency from the Purchase event’s currency field. If your store transacts in multiple currencies, values are reported in the original currency unless you enable currency normalization in settings.

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Dimensions

Dimensions define how measures are grouped and broken down. Select one or more dimensions to segment your data.

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Time Dimensions

NameTypeDescriptionGranularity
datedimensionCalendar date of the event.day
weekdimensionISO week of the event.week
monthdimensionCalendar month of the event.month
hour_of_daydimensionHour (0–23) when the event occurred. Useful for time-of-day analysis.hour
day_of_weekdimensionDay of the week (Monday–Sunday).day

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Traffic Dimensions

NameTypeDescriptionExample Values
utm_sourcedimensionUTM source parameter from the landing page URL.facebook, google, klaviyo
utm_mediumdimensionUTM medium parameter.cpc, email, organic
utm_campaigndimensionUTM campaign parameter.summer_sale_2026, retargeting_q1
utm_contentdimensionUTM content parameter for ad-level breakdown.hero_banner, sidebar_ad
utm_termdimensionUTM term parameter for keyword-level analysis.cotton+tee, running+shoes
referrerdimensionHTTP referrer domain that sent the visitor.google.com, facebook.com, direct
channeldimensionAggregated traffic channel derived from UTM and referrer data.Paid Social, Organic Search, Email, Direct

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Content Dimensions

NameTypeDescriptionExample Values
page_pathdimensionURL path of the page (without domain or query string)./products/classic-tee, /collections/summer
event_namedimensionName of the event type.PageView, Purchase, AddToCart
content_typedimensionType of content involved in the event.product, product_group

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Visitor Dimensions

NameTypeDescriptionExample Values
device_typedimensionDevice category detected from user agent.mobile, desktop, tablet
countrydimensionVisitor’s country, derived from IP geolocation.US, GB, CA, AU
regiondimensionVisitor’s state or region.California, Ontario, London
is_returningdimensionWhether the visitor has been seen in a previous session.true, false

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Destination Dimensions

NameTypeDescriptionExample Values
destinationdimensionThe forwarding destination the event was sent to.meta_capi, tiktok, klaviyo, ga4
delivery_statusdimensionWhether the event was successfully delivered to the destination.delivered, failed, pending

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Combining Measures and Dimensions

Here are practical examples of how measures and dimensions work together:
GoalMeasuresDimensionsResult
Daily revenue trendrevenuedateLine chart of revenue per day
Channel ROAS comparisonrevenue, purchasesutm_sourceTable comparing revenue and purchase count by source
Mobile vs. desktop conversionconversion_rate, sessionsdevice_typeBar chart comparing conversion rates
Top landing pagespage_views, bounce_ratepage_pathTable of pages sorted by traffic with bounce rate
Hourly traffic patternsessionshour_of_dayBar chart showing when visitors arrive
Campaign performancerevenue, conversion_rate, avg_order_valueutm_campaignFull campaign performance table

Query Guide

Learn how to build queries, set date ranges, and apply filters.

Session & Page Analytics

Explore session-level and page-level metrics in detail.