| Traffic Source | Referrer source | Referral channel type (organic search, email, etc.) | Understand which channels drive traffic |
| Referrer domain | Domain of the referring website | Track which external domains send visitors |
| Referrer site | Referring website | Identify highest-value traffic partners |
| Referrer URL | Exact external referring page URL | Pinpoint specific backlinks driving visits |
| Referrer terms | Search engine query terms | Optimize SEO target keywords |
| Campaigns | UTM campaign | UTM campaign name | Measure marketing campaign performance |
| UTM source | UTM source (google, facebook, etc.) | Identify top-performing ad networks |
| UTM medium | UTM medium (cpc, email, social) | Allocate marketing budget across media |
| UTM content | UTM content tag | A/B test different ad creatives |
| UTM term | UTM paid keyword | Refine paid search targeting |
| Geography | Session country | Visitor country name | Plan international market expansion |
| Session country code | ISO country code | Configure country-specific store rules |
| Session region | Visitor state or province | Regional campaign targeting |
| Session city | Visitor city | Hyper-local marketing campaigns |
| Device Info | Session device type | Device category (Desktop / Mobile / Tablet) | Optimize mobile shopping UX |
| Session browser | Browser name | Debug browser-specific rendering issues |
| Session browser version | Browser version number | Determine browser support matrix |
| Session device OS | Operating system | Ensure OS-level compatibility |
| Session device OS version | OS version number | Technical QA and support decisions |
| Device type | Device category (for web vitals) | Segment performance by hardware class |
| Browser family | Browser engine family | Troubleshoot engine-specific bugs |
| Page Info | Landing page URL | Full entry page URL | Optimize high-traffic landing pages |
| Landing page path | Entry URL path | Identify top organic and paid entry points |
| Landing page type | Entry template type | Optimize landing page layouts |
| Page type | Storefront template (product, collection, etc.) | Funnel analysis by template type |
| Behavior | Human or bot session | Human vs. automated bot classification | Filter out bot traffic from conversion rates |
| Session bounced | Single-page session without interaction | Spot high-bounce pages needing UX fixes |
| Session duration | Total session length in seconds | Evaluate visitor engagement depth |
| Session ID | Unique session identifier | Granular user journey debugging |
| Micro session ID | Micro-session identifier | Correlate storefront events with backend logs |
| App / Storefront | App | Client surface (Online Store, Hydrogen, POS) | Compare conversion across headless & native |
| Site Search | Search query | Internal storefront search keyword | Improve catalog discoverability & merchandising |
| Search query intent | Inferred shopper search intent | Align collection & blog content with demand |
| Search result was clicked | Whether visitor clicked a search result | Evaluate internal search relevance |
| Search results were returned | Whether search returned any products | Eliminate zero-result dead ends |
| Is product search query | Product-focused search flag | Prioritize SKU merchandising |
| Is article search query | Blog/article search flag | Plan editorial and help-center topics |
| Is page search query | Static page search flag | Improve store navigation & policy links |
| Forms | Form ID | Storefront form identifier | Track lead capture conversion rates |
| Form type | Form presentation (popup vs. embedded) | A/B test lead form placement |
| Form page type | Template hosting the form | Optimize form visibility by page type |
| Web Vitals | Largest contentful paint target | DOM element triggering LCP | Compress slow-loading hero images |
| Cumulative layout shift target | DOM element causing CLS | Fix layout shifts during page load |
| Interaction to next paint target | DOM element measured for INP | Optimize sluggish interactive scripts |
| Shop App | Shop Mini name | Shop Mini integration name | Measure Shop App mini-experience performance |
| Shop post-purchase discount code | Post-purchase offer code | Track repeat purchase uplift |
