Measures and Dimensions Reference

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.

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.

Need a metric that isn’t listed here? Build your own from a formula over these measures with Custom Measures.

Name	Type	Description	Unit
`total_events`	measure	Total count of events matching the query filters.	count
`unique_visitors`	measure	Count of distinct resolved identities (or anonymous session IDs for unresolved visitors).	count
`sessions`	measure	Count of distinct browsing sessions. A session ends after 30 minutes of inactivity.	count
`page_views`	measure	Count of PageView events.	count
`purchases`	measure	Count of Purchase events.	count
`revenue`	measure	Sum of `value` from Purchase events.	currency (store default)
`conversion_rate`	measure	Ratio of sessions with at least one Purchase to total sessions. Expressed as a percentage.	percentage
`avg_order_value`	measure	Mean `value` across Purchase events. Calculated as `revenue / purchases`.	currency (store default)
`bounce_rate`	measure	Percentage of sessions with only a single PageView and no further interaction.	percentage
`session_duration`	measure	Average time between the first and last event in a session.	seconds
`add_to_cart_rate`	measure	Ratio of sessions with at least one AddToCart event to total sessions.	percentage
`cart_abandonment_rate`	measure	Ratio of sessions with AddToCart but no Purchase to sessions with AddToCart.	percentage
`avg_pages_per_session`	measure	Mean 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.

Dimensions

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

Time Dimensions

Name	Type	Description	Granularity
`date`	dimension	Calendar date of the event.	day
`week`	dimension	ISO week of the event.	week
`month`	dimension	Calendar month of the event.	month
`hour_of_day`	dimension	Hour (0–23) when the event occurred. Useful for time-of-day analysis.	hour
`day_of_week`	dimension	Day of the week (Monday–Sunday).	day

Traffic Dimensions

Name	Type	Description	Example Values
`utm_source`	dimension	UTM source parameter from the landing page URL.	`facebook`, `google`, `klaviyo`
`utm_medium`	dimension	UTM medium parameter.	`cpc`, `email`, `organic`
`utm_campaign`	dimension	UTM campaign parameter.	`summer_sale_2026`, `retargeting_q1`
`utm_content`	dimension	UTM content parameter for ad-level breakdown.	`hero_banner`, `sidebar_ad`
`utm_term`	dimension	UTM term parameter for keyword-level analysis.	`cotton+tee`, `running+shoes`
`referrer`	dimension	HTTP referrer domain that sent the visitor.	`google.com`, `facebook.com`, `direct`
`channel`	dimension	Aggregated traffic channel derived from UTM and referrer data.	`Paid Social`, `Organic Search`, `Email`, `Direct`

Content Dimensions

Name	Type	Description	Example Values
`page_path`	dimension	URL path of the page (without domain or query string).	`/products/classic-tee`, `/collections/summer`
`event_name`	dimension	Name of the event type. Stored in PascalCase (destination format).	`PageView`, `Purchase`, `AddToCart`
`content_type`	dimension	Type of content involved in the event.	`product`, `product_group`

Event name formats: When calling the SDK, use snake_case (e.g., add_to_cart). Upstack transforms these to PascalCase for destinations and analytics storage.

Visitor Dimensions

Name	Type	Description	Example Values
`device_type`	dimension	Device category detected from user agent.	`mobile`, `desktop`, `tablet`
`country`	dimension	Visitor’s country, derived from IP geolocation.	`US`, `GB`, `CA`, `AU`
`region`	dimension	Visitor’s state or region.	`California`, `Ontario`, `London`
`is_returning`	dimension	Whether the visitor has been seen in a previous session.	`true`, `false`

Destination Dimensions

Name	Type	Description	Example Values
`destination`	dimension	The forwarding destination the event was sent to.	`meta_capi`, `tiktok`, `klaviyo`, `ga4`
`delivery_status`	dimension	Whether the event was successfully delivered to the destination.	`delivered`, `failed`, `pending`

Combining Measures and Dimensions

Here are practical examples of how measures and dimensions work together:

Goal	Measures	Dimensions	Result
Daily revenue trend	`revenue`	`date`	Line chart of revenue per day
Channel ROAS comparison	`revenue`, `purchases`	`utm_source`	Table comparing revenue and purchase count by source
Mobile vs. desktop conversion	`conversion_rate`, `sessions`	`device_type`	Bar chart comparing conversion rates
Top landing pages	`page_views`, `bounce_rate`	`page_path`	Table of pages sorted by traffic with bounce rate
Hourly traffic pattern	`sessions`	`hour_of_day`	Bar chart showing when visitors arrive
Campaign performance	`revenue`, `conversion_rate`, `avg_order_value`	`utm_campaign`	Full 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.

Custom Measures

Define your own metrics and KPIs from a formula over these measures.

​Measures

​Dimensions

​Time Dimensions

​Traffic Dimensions

​Content Dimensions

​Visitor Dimensions

​Destination Dimensions

​Combining Measures and Dimensions

Query Guide

Session & Page Analytics

Custom Measures

Measures

Dimensions

Time Dimensions

Traffic Dimensions

Content Dimensions

Visitor Dimensions

Destination Dimensions

Combining Measures and Dimensions