Overview
This page provides definitions for all metrics and dimensions used in Mapp Fashion reporting. Use it as a reference to understand how your data is calculated and how to interpret performance across different parts of your site.
Attributed Revenue — Total, Direct, and Indirect
Attributed Revenue is defined as the total order revenue — including tax and shipping when available — for orders placed within the selected date range, if any item in the order was purchased within 24 hours of a Mapp Fashion widget interaction.
Types of Attributed Revenue
Direct Attributed Revenue: Revenue from purchases of items that were clicked in a Mapp Fashion widget.
Indirect Attributed Revenue: Revenue from purchases of the PDP item when an Outfits widget was shown on that PDP. This only applies to the outfits widget.
Widget Type Constraints
Similar Items widgets can generate only direct attributed revenue.
Outfits widgets can generate both direct and indirect attributed revenue.
Order-Level Counting Rules
An order may qualify for both direct and indirect revenue.
For each order:
Revenue can be counted once toward direct revenue
And once toward indirect revenue
However, total attributed revenue does NOT double-count.
Even if multiple items in one order qualify, the order's revenue is included once in each relevant category.
Date Filtering
Based on order date, not interaction date.
Splitting Behavior
Splits change which dimension the order is associated with. Because full order revenue is assigned to each relevant segment, totals across segments can exceed the overall metric.
Device Class + Platform Split
Uses the Device Class + Platform where the transaction occurred.
A purchase may occur on a different device/platform than the widget interaction.
Each order is associated with one and only one Device Class + Platform, so no double‑counting occurs across platforms.
Department Split
Uses the Department of the first seed item used to generate the widget recommendations.
Usually the PDP item.
If multiple seed items are involved (rare but possible), each Department may receive the full order revenue.
When split by Department, the sum across all Departments can exceed total attributed revenue.
Assumes each product has a single Department.
Widget Type Split
Uses the type of widget that generated the attributed revenue.
If different items in the same order came from different widget types, each widget type receives the full order revenue.
Totals across widget types may exceed total attributed revenue.
Placement Split
Uses the location of the widget (e.g., PDP, Basket).
As above, full order revenue is assigned to each Placement that contributed.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Attributed Revenue % of Total Site Revenue (Direct / Indirect / Total)
Defined as:
Attributed Revenue ÷ Total Revenue
Uses identical splitting logic to Attributed Revenue.
Available Splits
Date, Device Class + Platform
Average Order Value (AOV)
Total Revenue ÷ Orders
Department Split Behavior
Uses Department(s) of items in the order.
Because full revenue goes to each Department represented in the order, sums across Departments may not match the total.
Available Splits
Date, Device Class + Platform, Department
Canonical User ID
Internal Mapp Fashion identifier that unifies user activity across devices.
Purpose
Enables cross‑device attribution.
Combines data Mapp Fashion believes belongs to the same user.
Available Splits
None
Click Through Rate (CTR)
Recommendation Clicks ÷ Recommendation Served Impressions
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Clickers
Distinct Canonical User IDs who clicked an item in a Mapp Fashion widget.
Date Filtering Behavior
Based on interaction date.
A user clicking across several days counts as one clicker per day, not cumulatively.
Split Behavior
Users can appear in multiple segments:
Device Class + Platform: where the click occurred.
Department: Department of the seed item of the widget that was clicked.
Therefore, totals across segments may exceed overall totals.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Conversion Rate
Converters ÷ Interactors
Interactors Definition
Similar Items widget → users who click an item.
Outfits widget → users who perform any interaction (clicks, hovers, etc.).
Converters Definition
Users who made any purchase within 24 hours of interacting with a widget.
Date Filtering
Based on interaction date.
Split Behavior
Users may fall into multiple categories when split by Device, Department, Widget Type, or Placement.
Therefore, totals across segments may exceed the overall totals.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Device Class + Platform
Definitions:
Mobile app → represented as mobile app
Otherwise → Desktop, Smartphone, Other
Splits: None
Interaction Rate
Recommendation Interactions ÷ Recommendation Served Impressions
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Converters
Distinct Canonical User IDs who made a purchase within 24 hours of interacting with a widget.
Date Filtering
Uses interaction date.
A user converting on multiple days is counted once per day.
Split Behavior
Users may appear in multiple Device Classes, Departments, Widget Types, or Placements.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Interactors
Distinct Canonical User IDs who interacted with a widget.
Date Filtering
Based on interaction date.
Counted once per day.
Split Behavior
Users may appear in multiple Device Classes, Departments, Widget Types, Placements.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Item Views
Count of item page view events.
Available Splits
Date, Device Class + Platform, Department
Orders
Count of distinct order IDs.
Split Behavior
When split by Department, each order is associated with the Department(s) of all items in the order.
Thus, totals across Departments may exceed the overall count.
Available Splits
Date, Device Class + Platform, Department
Placement
Location where a widget appears (e.g., PDP, Basket, Email).
Splits: None
Purchasers
Distinct Canonical User IDs who have placed an order.
Date Filtering
Based on the order date.
Counted once per day.
Split Behavior
Users may appear across multiple Device Classes or Departments.
Available Splits
Date, Device Class + Platform, Department
Recommendation Clicks
Count of recommendation click events.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Recommendation Interactions
Count of interaction events with recommendations.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Recommendation Served Impressions
Count of recommendation served impression requests.
Available Splits
Date, Device Class + Platform, Department, Widget Type, Placement
Revenue Per Visitor (RPV)
Total Revenue ÷ Visitors
Department Split Behavior
Full revenue from an order is assigned to all Departments represented by purchased items.
Totals across Departments may exceed overall totals.
Available Splits
Date, Device Class + Platform, Department
Session
All activity from a Canonical User ID on a specific Device Class + Platform.
Rules
Session ends after 30 minutes of inactivity.
Activity includes any page views.
Splits
None
Total Revenue
Total site revenue including tax and shipping.
Device Class + Platform Split
Uses where the transaction occurred.
Each order belongs to one and only one device/platform.
Department Split
Based on Departments of purchased items.
Full revenue is assigned to each Department represented.
Totals across Departments may exceed overall totals.
Available Splits
Date, Device Class + Platform, Department
Visitors
Distinct Canonical User IDs who viewed a tracked page.
Date Filtering
Based on page‑load date.
Counted once per day.
Split Behavior
Users may appear in multiple Device Classes or Departments.
Available Splits
Date, Device Class + Platform, Department