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Use store dimensions to understand marketing performance across countries, brands, and sales channels. A store dimension is a reusable way to group your website and marketing data and use those groups as filters in all analytics.

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Example

If your brand operates in multiple regions (for example the US, Canada, and Europe), you can create a Region store dimension with one group per region: United States, Canada, and Europe.
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You can then filter any report in Converge by this Region dimension.
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In the Overview report above, you can see all blended metrics per region.

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Adding a store dimension

  1. Go to the Store dimensions tab in the main menu and click Create store dimension.
  2. Name your dimension, e.g. Region or Brand.
  3. Add the first group and give it a name, e.g. United States.
  4. Select which sources contain data for this group. Optionally add filters to further narrow down the data. See Choosing sources and filters.
  5. Click Add group to create more groups. You can also duplicate an existing group using the icon next to it. Repeat steps 3 and 4 for each group.
  6. Click Save to create the store dimension.

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Choosing sources and filters

The key decision is how you split your data into groups.

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Events and Marketing

To understand marketing performance for a store, you need blended metrics (CPA, ROAS, …). This means you must identify both:
  • Events - which website traffic and revenue belong to which store?
    For example, all traffic landing on us.mybrand.com or mybrand.com/us.
  • Marketing - which marketing spend drives traffic to which store?
    For example, all campaigns running in the United States, tagged with a US | ... naming convention.

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Sources

The simplest way to split data is by source. If each store already has separate websites and ad accounts, and these are set up as different sources in Converge, you can reference those sources directly in the store dimension groups.

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Filters

Splitting by source alone is not always enough. If a single ad account or website serves multiple countries or brands, you must use filters to define which data belongs to each group.
If a single marketing source serves multiple stores, you need to specify which spend drives traffic to which store.This requires differentiating your spend with a naming convention on the campaign, adset, or ad name.If you have this in place, add a filter on the campaign, adset, or ad name under the Marketing section of each group. For example: Campaign name starts with US | ....Store dimensions cannot be used to break out spend for campaigns, adsets, or ads that run across multiple stores.
If your website has a subdomain or page per store, we recommend filtering Events by the landing URL of the session.For example:
  • Session properties > Landing URL > Contains us.mybrand.com
  • Session properties > Landing URL > Contains mybrand.com/us
If your website does not have a subdomain or page per store, we recommend filtering by the country code of the session.For example:
  • Session properties > Country Code > Equals US
  • Session properties > Country Code > Equals CA
We recommend using session properties for events. This ensures the property is set for every session and stays consistent. Otherwise, session metrics such as conversion rate may not be correct.You can use other properties such as the shipping address, but then you cannot review session metrics such as conversion rate or new visitor %.

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Matching groups

For every event or marketing spend line, Converge assigns it to the first group in the dimension that matches it. A group matches if for any of the Event or Marketing sections:
  • its sources match, and
  • any of its filters match.
This matching always follows the group order shown in the UI. Anything that matches no group goes into an Others group.

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Analytics

Store dimensions become very powerful once you start using them across your analytics.
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Store dimensions are currently not available for Landing pages. We will add support for this soon. Reach out to let us know if you are interested.
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FAQ

The Others group contains all data that was not matched to any group.
  • Confirm that all of your sources are assigned to at least one group.
  • Confirm that the filters you applied are available across both website and server-side events or marketing spend.
  • If you still see too much data in Others and you are correctly filtering on session properties, you may have many “unstitched” events that do not have any session properties. See our Debugging stitching issues guide for more information.
The shipping address only lets you split order data by country, not the rest of your website data.As a result, all website data is added to the Others group, so you cannot review website analytics such as conversion rate or new visitor % per country.
If you rely only on attribution models, you exclude traffic that is not directly attributed to a specific campaign.For example, you may have a large organic presence in a region or traffic leaking into direct. These should still be included when reviewing region or brand performance at an aggregated level.Instead of splitting the dimension by the session’s source, split it by where the traffic lands. That way, you can review blended metrics across all sources.
It is not possible to use store dimensions in this case. Converge does not break out performance for an individual ad down to the region level.If reviewing blended marketing performance per region is critical, you should restructure your campaigns so that each campaign targets a single region and includes that region in the naming convention.