> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Metrics Reference

> Complete reference for 846 Upstack metrics. Formulas, examples, and best practices for attribution, revenue, advertising, website events, and data quality.

Upstack tracks 846 metrics across your entire marketing and e-commerce stack—from Shopify orders to ad platform performance to website engagement. Use this reference to understand what each metric measures, how it's calculated, and how to use it for analysis.

## Browse by Category

<CardGroup cols={2}>
  <Card title="Funnel Metrics" icon="filter" href="/reference/metrics/funnel">
    **4 metrics** — Attributed conversions and customer journey progression.
  </Card>

  <Card title="Advertising" icon="rectangle-ad" href="/reference/metrics/advertising">
    **305 metrics** — Spend, ROAS, CPA across Meta, Google, TikTok, and Blended.
  </Card>

  <Card title="Revenue & Orders" icon="cart-shopping">
    **268 metrics** — Orders, revenue, AOV, and profitability. *(coming soon)*
  </Card>

  <Card title="Website Events" icon="globe">
    **253 metrics** — Page views, sessions, and tracked events. *(coming soon)*
  </Card>

  <Card title="Data Quality" icon="shield-check" href="/reference/metrics/data-quality">
    **16 metrics** — Event match quality and tracking health.
  </Card>
</CardGroup>

## Category Overview

| Category                                        | Metrics | Status         | Data Source             |
| ----------------------------------------------- | ------- | -------------- | ----------------------- |
| [Funnel](/reference/metrics/funnel)             | 4       | ✅ Available    | Upstack Pixel + Shopify |
| [Advertising](/reference/metrics/advertising)   | 305     | ✅ Available    | Ad Platforms            |
| Revenue & Orders                                | 268     | 🔜 Coming soon | Shopify                 |
| Website Events                                  | 253     | 🔜 Coming soon | Upstack Pixel           |
| [Data Quality](/reference/metrics/data-quality) | 16      | ✅ Available    | Upstack Pixel           |

### Advertising Platform Breakdown

| Platform                                        | Metrics | Status         |
| ----------------------------------------------- | ------- | -------------- |
| [Meta Ads](/reference/metrics/advertising/meta) | 112     | ✅ Available    |
| Google Ads                                      | 22      | 🔜 Coming soon |
| TikTok Ads                                      | 61      | 🔜 Coming soon |
| Blended                                         | 110     | 🔜 Coming soon |

## Getting Started

**New to Upstack metrics?** Here's where to start based on what you're trying to do:

<AccordionGroup>
  <Accordion title="Measure campaign ROI" icon="chart-line">
    Start with **[Funnel Metrics](/reference/metrics/funnel)**—specifically [Conversions](/reference/metrics/funnel/conversions/conversions) and [Conversion Value](/reference/metrics/funnel/conversions/conversion-value). These show attributed conversions across all your marketing channels.

    Then explore **[Advertising Metrics](/reference/metrics/advertising)** to see platform-specific performance like [Meta ROAS](/reference/metrics/advertising/meta/meta-efficiency/meta-roas) and [Meta CPA](/reference/metrics/advertising/meta/meta-efficiency/meta-cpa).
  </Accordion>

  <Accordion title="Optimize ad spend efficiency" icon="coins">
    Go directly to **[Advertising Metrics](/reference/metrics/advertising)** → **[Meta Efficiency](/reference/metrics/advertising/meta/meta-efficiency)**. Key metrics include ROAS, CPA, and cost-per-purchase.

    Compare with **[Meta Spend](/reference/metrics/advertising/meta/meta-spend)** to understand budget consumption.
  </Accordion>

  <Accordion title="Analyze audience reach" icon="users">
    Start with **[Meta Audience](/reference/metrics/advertising/meta/meta-audience)**—Reach, Impressions, Frequency, and CPM help you understand who you're reaching and at what cost.
  </Accordion>

  <Accordion title="Track click performance" icon="mouse-pointer">
    See **[Meta Clicks](/reference/metrics/advertising/meta/meta-clicks)** for CTR, CPC, landing page views, and click costs. This subcategory has 18 metrics covering all click types.
  </Accordion>
</AccordionGroup>

## How Metrics Work

Upstack calculates metrics from three primary data sources:

1. **Shopify** — Order data, revenue, customer information, and profitability.

2. **Ad Platforms** — Spend, impressions, clicks, and conversions from Meta, Google, TikTok.

3. **Upstack Pixel** — First-party tracking for page views, sessions, add-to-carts, and conversions with identity resolution.

Metrics are aggregated by your selected date range and can be filtered by traffic source, device, campaign, or UTM parameters.

## Next Steps

* **[Funnel Metrics →](/reference/metrics/funnel)** — Start with attribution basics
* **[Advertising Metrics →](/reference/metrics/advertising)** — Dive into ad platform performance