@adtrackify/at-tracking-event-types 4.40.0 → 4.41.1

package/dist/esm/types/api/measures/definitions/core-measure-definitions.js

@@ -1,879 +1,1270 @@
 import { MEASURE } from '../measures.js';
-import { MEASURE_CATEGORY } from './measure-categories.js';
+import { MEASURE_CATEGORY, MEASURE_SUBCATEGORY } from './measure-categories.js';
 import { MeasureValueType } from './measure-value-type.js';
-import { CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS, STANDARD_APPLICABLE_CONTEXTS } from './measure-applicable-contexts.js';
+import { ATTRIBUTION_APPLICABLE_CONTEXTS, CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS, STANDARD_APPLICABLE_CONTEXTS, } from './measure-applicable-contexts.js';
 export const CORE_MEASURES_MAP = {
+    [MEASURE.CORE_CONVERSIONS]: {
+        title: 'Conversions',
+        description: 'Attributed conversions.',
+        sumPrefix: '',
+        sumSuffix: '',
+        avgPrefix: '',
+        avgSuffix: '',
+        icon: 'upstack',
+        measure: MEASURE.CORE_CONVERSIONS,
+        category: MEASURE_CATEGORY.FUNNEL,
+        subcategory: MEASURE_SUBCATEGORY.FUNNEL_CONVERSIONS,
+        valueType: MeasureValueType.NUMBER,
+        decimalPlaces: 0,
+        useCompactNotation: false,
+        applicableContexts: ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The number of conversion events attributed to your marketing touchpoints.',
+        relatedMeasures: [MEASURE.CORE_CONVERSION_VALUE, MEASURE.CORE_UNIQUE_CONVERTERS, MEASURE.CORE_CPA],
+    },
+    [MEASURE.CORE_CONVERSION_VALUE]: {
+        title: 'Conversion Value',
+        description: 'Total value of attributed conversions.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: 'upstack',
+        measure: MEASURE.CORE_CONVERSION_VALUE,
+        category: MEASURE_CATEGORY.FUNNEL,
+        subcategory: MEASURE_SUBCATEGORY.FUNNEL_CONVERSIONS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The total monetary value of all attributed conversion events.',
+        relatedMeasures: [MEASURE.CORE_CONVERSIONS, MEASURE.CORE_AVERAGE_CONVERSION_VALUE, MEASURE.CORE_ROAS_TOTAL],
+    },
+    [MEASURE.CORE_UNIQUE_CONVERTERS]: {
+        title: 'Unique Converters',
+        description: 'Unique identities that converted.',
+        sumPrefix: '',
+        sumSuffix: '',
+        avgPrefix: '',
+        avgSuffix: '',
+        icon: 'upstack',
+        measure: MEASURE.CORE_UNIQUE_CONVERTERS,
+        category: MEASURE_CATEGORY.FUNNEL,
+        subcategory: MEASURE_SUBCATEGORY.FUNNEL_CONVERSIONS,
+        valueType: MeasureValueType.NUMBER,
+        decimalPlaces: 0,
+        useCompactNotation: false,
+        applicableContexts: ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The number of distinct individuals who completed a conversion, regardless of how many times they converted.',
+        relatedMeasures: [MEASURE.CORE_CONVERSIONS, MEASURE.CORE_CONVERSION_VALUE],
+    },
+    [MEASURE.CORE_AVERAGE_CONVERSION_VALUE]: {
+        title: 'Average Conversion Value',
+        shortTitle: 'Avg Conv Value',
+        description: 'Average value per conversion.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: 'upstack',
+        measure: MEASURE.CORE_AVERAGE_CONVERSION_VALUE,
+        category: MEASURE_CATEGORY.FUNNEL,
+        subcategory: MEASURE_SUBCATEGORY.FUNNEL_CONVERSIONS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The average monetary value per conversion event.',
+        formulaDisplay: 'Total Conversion Value ÷ Number of Conversions',
+        formula: 'conversion_value / conversions',
+        relatedMeasures: [MEASURE.CORE_CONVERSION_VALUE, MEASURE.CORE_CONVERSIONS],
+    },
     [MEASURE.CORE_CPA]: {
-        title: 'CPA: (Cost Per Acquisition)',
-        description: 'The amount spent per acquisition. (Total Amount Spent / # Conversions)',
+        title: 'Cost Per Acquisition',
+        shortTitle: 'CPA',
+        description: 'The amount spent per acquisition.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_CPA,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'How much you spend on average to acquire each customer. Lower is better.',
+        formulaDisplay: 'Total Ad Spend ÷ Conversions',
+        formula: 'spend / conversions',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_CPA, MEASURE.CORE_RETURNING_CUSTOMER_CPA, MEASURE.CORE_ROAS_TOTAL, MEASURE.CHANNEL_SPEND],
     },
     [MEASURE.CORE_NEW_CUSTOMER_CPA]: {
-        title: 'NCPA: (New Customer Cost Per Acquisition)',
-        description: 'The amount spent per new customer acquisition. (Total Amount Spent / # New Customer Conversions)',
+        title: 'New Customer Cost Per Acquisition',
+        shortTitle: 'NC CPA',
+        description: 'The amount spent per new customer acquisition.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_CPA,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'How much you spend to acquire each first-time customer. Critical for understanding customer acquisition efficiency.',
+        formulaDisplay: 'Total Ad Spend ÷ New Customer Conversions',
+        formula: 'spend / new_customer_conversions',
+        relatedMeasures: [MEASURE.CORE_CPA, MEASURE.CORE_RETURNING_CUSTOMER_CPA, MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL],
     },
     [MEASURE.CORE_RETURNING_CUSTOMER_CPA]: {
-        title: 'RCPA: (Returning Customer Cost Per Acquisition)',
-        description: 'The amount spent per returning customer acquisition. (Total Amount Spent / # Returning Customer Conversions)',
+        title: 'Returning Customer Cost Per Acquisition',
+        shortTitle: 'RC CPA',
+        description: 'The amount spent per returning customer acquisition.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_RETURNING_CUSTOMER_CPA,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
-        applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'How much you spend to bring back each returning customer. Useful for measuring retention campaign efficiency.',
+        formulaDisplay: 'Total Ad Spend ÷ Returning Customer Conversions',
+        formula: 'spend / returning_customer_conversions',
+        relatedMeasures: [MEASURE.CORE_CPA, MEASURE.CORE_NEW_CUSTOMER_CPA],
     },
     [MEASURE.CORE_MER]: {
-        title: 'MER (Marketing Efficiency Ratio)',
-        description: 'Marketing Efficiency Ratio using Total Revenue. (Total Ad Spend / Total Revenue) * 100',
+        title: 'Marketing Efficiency Ratio',
+        shortTitle: 'MER',
+        description: 'Marketing Efficiency Ratio using Total Revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_MER,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of your revenue is spent on advertising. Lower is better—it means more revenue per ad dollar.',
+        formulaDisplay: '(Total Ad Spend ÷ Total Revenue) × 100',
+        formula: '(spend / total_revenue) * 100',
+        relatedMeasures: [MEASURE.CORE_MER_NET, MEASURE.CORE_MER_GROSS, MEASURE.CORE_ROAS_TOTAL],
     },
     [MEASURE.CORE_MER_NET]: {
-        title: 'MER (Net Sales): Marketing Efficiency Ratio using Net Sales',
-        description: 'Marketing Efficiency Ratio using Net Sales. (Total Ad Spend / Net Sales) * 100',
+        title: 'MER (Net Sales)',
+        shortTitle: 'MER Net',
+        description: 'Marketing Efficiency Ratio using Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_MER_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales (after discounts and refunds) is spent on advertising.',
+        formulaDisplay: '(Total Ad Spend ÷ Net Sales) × 100',
+        formula: '(spend / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_MER, MEASURE.CORE_MER_GROSS, MEASURE.CORE_ROAS_NET],
     },
     [MEASURE.CORE_MER_GROSS]: {
-        title: 'MER (Gross Sales): Marketing Efficiency Ratio using Gross Sales',
-        description: 'Marketing Efficiency Ratio using Gross Sales. (Total Ad Spend / Gross Sales) * 100',
+        title: 'MER (Gross Sales)',
+        shortTitle: 'MER Gross',
+        description: 'Marketing Efficiency Ratio using Gross Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_MER_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of gross sales (before discounts and refunds) is spent on advertising.',
+        formulaDisplay: '(Total Ad Spend ÷ Gross Sales) × 100',
+        formula: '(spend / gross_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_MER, MEASURE.CORE_MER_NET, MEASURE.CORE_ROAS_GROSS],
     },
     [MEASURE.CORE_ROAS_TOTAL]: {
-        title: 'ROAS (Revenue): Return on Ad Spend using Total Sales',
-        description: 'Total Revenue / Total Ad Spend',
+        title: 'Return on Ad Spend',
+        shortTitle: 'ROAS',
+        description: 'Total Revenue divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_ROAS_TOTAL,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
         aliases: [MEASURE.CORE_ROAS],
+        tooltip: 'How much revenue you earn for every dollar spent on advertising. A 3x ROAS means $3 revenue per $1 spent.',
+        formulaDisplay: 'Total Revenue ÷ Total Ad Spend',
+        formula: 'total_revenue / spend',
+        relatedMeasures: [MEASURE.CORE_ROAS_GROSS, MEASURE.CORE_ROAS_NET, MEASURE.CORE_CPA, MEASURE.CORE_MER],
     },
     [MEASURE.CORE_ROAS_GROSS]: {
-        title: 'ROAS (Gross Sales): Return on Ad Spend using Gross Sales',
-        description: 'Gross Sales / Total Ad Spend',
+        title: 'ROAS (Gross Sales)',
+        shortTitle: 'ROAS Gross',
+        description: 'Gross Sales divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_ROAS_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Return on ad spend using gross sales (before discounts and refunds are applied).',
+        formulaDisplay: 'Gross Sales ÷ Total Ad Spend',
+        formula: 'gross_sales / spend',
+        relatedMeasures: [MEASURE.CORE_ROAS_TOTAL, MEASURE.CORE_ROAS_NET, MEASURE.CORE_MER_GROSS],
     },
     [MEASURE.CORE_ROAS_NET]: {
-        title: 'ROAS (Net Sales): Return on Ad Spend using Net Sales',
-        description: 'Net Sales / Total Ad Spend',
+        title: 'ROAS (Net Sales)',
+        shortTitle: 'ROAS Net',
+        description: 'Net Sales divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_ROAS_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Return on ad spend using net sales (after discounts and refunds). Most accurate for true profitability.',
+        formulaDisplay: 'Net Sales ÷ Total Ad Spend',
+        formula: 'net_sales / spend',
+        relatedMeasures: [MEASURE.CORE_ROAS_TOTAL, MEASURE.CORE_ROAS_GROSS, MEASURE.CORE_MER_NET],
     },
     [MEASURE.CORE_SPEND_GROSS_PERCENT]: {
-        title: 'Ad Spend as a percentage of Gross Sales',
-        description: 'The percentage of gross sales that were spent on ads. (Amount Spent / Gross Sales) * 100',
+        title: 'Ad Spend % of Gross Sales',
+        shortTitle: 'Spend % Gross',
+        description: 'The percentage of gross sales that were spent on ads.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_SPEND_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What portion of your gross sales goes toward advertising costs. Lower is more efficient.',
+        formulaDisplay: '(Ad Spend ÷ Gross Sales) × 100',
+        formula: '(spend / gross_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_SPEND_NET_PERCENT, MEASURE.CORE_MER_GROSS],
     },
     [MEASURE.CORE_SPEND_NET_PERCENT]: {
         title: 'Ad Spend % of Net Sales',
-        description: 'The percentage of net sales that were spent on ads. (Amount Spent / Net Sales) * 100',
+        shortTitle: 'Spend % Net',
+        description: 'The percentage of net sales that were spent on ads.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_SPEND_NET_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What portion of your net sales goes toward advertising costs. Lower is more efficient.',
+        formulaDisplay: '(Ad Spend ÷ Net Sales) × 100',
+        formula: '(spend / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_SPEND_GROSS_PERCENT, MEASURE.CORE_MER_NET],
     },
     [MEASURE.CORE_RAAD]: {
-        title: 'RAAD - (Revenue after Discounts, Returns, Ad Spend)',
-        description: 'Total Revenue - Ad Spend',
+        title: 'Revenue After Ad Spend',
+        shortTitle: 'RAAD',
+        description: 'Total Revenue minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Revenue remaining after subtracting advertising costs. A quick measure of marketing profitability.',
+        formulaDisplay: 'Total Revenue − Ad Spend',
+        formula: 'total_revenue - spend',
+        relatedMeasures: [MEASURE.CORE_RAAD_GROSS, MEASURE.CORE_RAAD_NET, MEASURE.CORE_RAAD_TOTAL_PERCENT],
     },
     [MEASURE.CORE_RAAD_GROSS]: {
-        title: 'RAAD (Gross Sales): Revenue after Discounts, Returns, Ad Spend',
-        description: 'Gross Sales - Ad Spend',
+        title: 'RAAD (Gross Sales)',
+        shortTitle: 'RAAD Gross',
+        description: 'Gross Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Gross sales remaining after subtracting advertising costs.',
+        formulaDisplay: 'Gross Sales − Ad Spend',
+        formula: 'gross_sales - spend',
+        relatedMeasures: [MEASURE.CORE_RAAD, MEASURE.CORE_RAAD_NET, MEASURE.CORE_RAAD_GROSS_PERCENT],
     },
     [MEASURE.CORE_RAAD_NET]: {
-        title: 'RAAD (Net Sales): Revenue after Discounts, Returns, Ad Spend',
-        description: 'Net Sales - Ad Spend',
+        title: 'RAAD (Net Sales)',
+        shortTitle: 'RAAD Net',
+        description: 'Net Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Net sales remaining after subtracting advertising costs. Most conservative RAAD calculation.',
+        formulaDisplay: 'Net Sales − Ad Spend',
+        formula: 'net_sales - spend',
+        relatedMeasures: [MEASURE.CORE_RAAD, MEASURE.CORE_RAAD_GROSS, MEASURE.CORE_RAAD_NET_PERCENT],
     },
     [MEASURE.CORE_RAAD_TOTAL_PERCENT]: {
-        title: 'RAAD % of Total',
-        description: 'RAAD as a percentage of Total Revenue. (RAAD / Total Revenue) * 100',
+        title: 'RAAD % of Total Revenue',
+        shortTitle: 'RAAD %',
+        description: 'RAAD as a percentage of Total Revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD_TOTAL_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of total revenue remains after ad spend. Higher is better.',
+        formulaDisplay: '(RAAD ÷ Total Revenue) × 100',
+        formula: '(raad / total_revenue) * 100',
+        relatedMeasures: [MEASURE.CORE_RAAD, MEASURE.CORE_RAAD_GROSS_PERCENT, MEASURE.CORE_RAAD_NET_PERCENT],
     },
     [MEASURE.CORE_RAAD_GROSS_PERCENT]: {
-        title: 'RAAD % of Gross',
-        description: 'RAAD as a percentage of Gross Sales. (RAAD / Gross Sales) * 100',
+        title: 'RAAD % of Gross Sales',
+        shortTitle: 'RAAD % Gross',
+        description: 'RAAD as a percentage of Gross Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of gross sales remains after ad spend.',
+        formulaDisplay: '(RAAD Gross ÷ Gross Sales) × 100',
+        formula: '(raad_gross / gross_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_RAAD_GROSS, MEASURE.CORE_RAAD_TOTAL_PERCENT, MEASURE.CORE_RAAD_NET_PERCENT],
     },
     [MEASURE.CORE_RAAD_NET_PERCENT]: {
-        title: 'RAAD % of Net',
-        description: 'RAAD as a percentage of Net Sales. (RAAD / Net Sales) * 100',
+        title: 'RAAD % of Net Sales',
+        shortTitle: 'RAAD % Net',
+        description: 'RAAD as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_RAAD_NET_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales remains after ad spend.',
+        formulaDisplay: '(RAAD Net ÷ Net Sales) × 100',
+        formula: '(raad_net / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_RAAD_NET, MEASURE.CORE_RAAD_TOTAL_PERCENT, MEASURE.CORE_RAAD_GROSS_PERCENT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD]: {
-        title: 'NC-RAAD - (Revenue after Discounts, Returns, Ad Spend)',
-        description: 'Total Revenue - New Customer Ad Spend',
+        title: 'New Customer Revenue After Ad Spend',
+        shortTitle: 'NC RAAD',
+        description: 'New Customer Revenue minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Revenue from new customers minus the ad spend to acquire them.',
+        formulaDisplay: 'New Customer Revenue − Ad Spend',
+        formula: 'nc_revenue - spend',
+        relatedMeasures: [MEASURE.CORE_RAAD, MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS, MEASURE.CORE_NEW_CUSTOMER_RAAD_NET],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS]: {
-        title: 'NC-RAAD (Gross Sales): Revenue after Discounts, Returns, Ad Spend',
-        description: 'Gross Sales - New Customer Ad Spend',
+        title: 'NC RAAD (Gross Sales)',
+        shortTitle: 'NC RAAD Gross',
+        description: 'New Customer Gross Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Gross sales from new customers minus ad spend.',
+        formulaDisplay: 'NC Gross Sales − Ad Spend',
+        formula: 'nc_gross_sales - spend',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_RAAD, MEASURE.CORE_NEW_CUSTOMER_RAAD_NET],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD_NET]: {
-        title: 'NC-RAAD (Net Sales): Revenue after Discounts, Returns, Ad Spend',
-        description: 'Net Sales - New Customer Ad Spend',
+        title: 'NC RAAD (Net Sales)',
+        shortTitle: 'NC RAAD Net',
+        description: 'New Customer Net Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Net sales from new customers minus ad spend. Most conservative NC RAAD calculation.',
+        formulaDisplay: 'NC Net Sales − Ad Spend',
+        formula: 'nc_net_sales - spend',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_RAAD, MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD_TOTAL_PERCENT]: {
-        title: 'NC-RAAD % of Total',
-        description: 'NC-RAAD as a percentage of Total Revenue. (NC-RAAD / Total Revenue) * 100',
+        title: 'NC RAAD % of Total Revenue',
+        shortTitle: 'NC RAAD %',
+        description: 'NC-RAAD as a percentage of Total Revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD_TOTAL_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of total revenue remains after new customer acquisition costs.',
+        formulaDisplay: '(NC RAAD ÷ Total Revenue) × 100',
+        formula: '(nc_raad / total_revenue) * 100',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_RAAD, MEASURE.CORE_RAAD_TOTAL_PERCENT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS_PERCENT]: {
-        title: 'NC-RAAD % of Gross',
-        description: 'NC-RAAD as a percentage of Gross Sales. (NC-RAAD / Gross Sales) * 100',
+        title: 'NC RAAD % of Gross Sales',
+        shortTitle: 'NC RAAD % Gross',
+        description: 'NC-RAAD as a percentage of Gross Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of gross sales remains after new customer acquisition costs.',
+        formulaDisplay: '(NC RAAD Gross ÷ Gross Sales) × 100',
+        formula: '(nc_raad_gross / gross_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_RAAD_GROSS, MEASURE.CORE_RAAD_GROSS_PERCENT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_RAAD_NET_PERCENT]: {
-        title: 'NC-RAAD % of Net',
-        description: 'NC-RAAD as a percentage of Net Sales. (NC-RAAD / Net Sales) * 100',
+        title: 'NC RAAD % of Net Sales',
+        shortTitle: 'NC RAAD % Net',
+        description: 'NC-RAAD as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_RAAD_NET_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales remains after new customer acquisition costs.',
+        formulaDisplay: '(NC RAAD Net ÷ Net Sales) × 100',
+        formula: '(nc_raad_net / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_RAAD_NET, MEASURE.CORE_RAAD_NET_PERCENT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL]: {
-        title: 'NC-ROAS (New Customer Return On Ad Spend)',
-        description: '(New Customer Revenue / Ad Spend)',
+        title: 'New Customer Return on Ad Spend',
+        shortTitle: 'NC ROAS',
+        description: 'New Customer Revenue divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
         aliases: [MEASURE.CORE_NEW_CUSTOMER_ROAS],
+        tooltip: 'Revenue from new customers per dollar spent on advertising. Key metric for customer acquisition efficiency.',
+        formulaDisplay: 'New Customer Revenue ÷ Ad Spend',
+        formula: 'nc_revenue / spend',
+        relatedMeasures: [MEASURE.CORE_ROAS_TOTAL, MEASURE.CORE_NEW_CUSTOMER_CPA, MEASURE.CORE_NEW_CUSTOMER_ROAS_GROSS, MEASURE.CORE_NEW_CUSTOMER_ROAS_NET],
     },
     [MEASURE.CORE_NEW_CUSTOMER_ROAS_GROSS]: {
-        title: 'NC-ROAS GROSS (New Customer Return On Ad Spend)',
-        description: '(New Customer Gross Sales / Ad Spend)',
+        title: 'NC ROAS (Gross Sales)',
+        shortTitle: 'NC ROAS Gross',
+        description: 'New Customer Gross Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_ROAS_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Gross sales from new customers per dollar spent on advertising.',
+        formulaDisplay: 'NC Gross Sales ÷ Ad Spend',
+        formula: 'nc_gross_sales / spend',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL, MEASURE.CORE_NEW_CUSTOMER_ROAS_NET, MEASURE.CORE_ROAS_GROSS],
     },
     [MEASURE.CORE_NEW_CUSTOMER_ROAS_NET]: {
-        title: 'NC-ROAS NET (New Customer Return On Ad Spend)',
-        description: '(New Customer Net Sales / Ad Spend)',
+        title: 'NC ROAS (Net Sales)',
+        shortTitle: 'NC ROAS Net',
+        description: 'New Customer Net Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
         avgPrefix: '',
         avgSuffix: 'x',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_ROAS_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Net sales from new customers per dollar spent on advertising. Most accurate for true acquisition profitability.',
+        formulaDisplay: 'NC Net Sales ÷ Ad Spend',
+        formula: 'nc_net_sales / spend',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL, MEASURE.CORE_NEW_CUSTOMER_ROAS_GROSS, MEASURE.CORE_ROAS_NET],
     },
     [MEASURE.CORE_NEW_CUSTOMER_MER]: {
-        title: 'NC-MER (New Customer Marketing Efficiency Ratio)',
-        description: 'Marketing Efficiency Ratio using Total Revenue. (Total Ad Spend / New Customer Revenue)',
+        title: 'New Customer Marketing Efficiency Ratio',
+        shortTitle: 'NC MER',
+        description: 'Marketing Efficiency Ratio using New Customer Revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_MER,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of new customer revenue is spent on advertising. Lower is better.',
+        formulaDisplay: '(Ad Spend ÷ NC Revenue) × 100',
+        formula: '(spend / nc_revenue) * 100',
+        relatedMeasures: [MEASURE.CORE_MER, MEASURE.CORE_NEW_CUSTOMER_ROAS_TOTAL, MEASURE.CORE_NEW_CUSTOMER_MER_GROSS, MEASURE.CORE_NEW_CUSTOMER_MER_NET],
     },
     [MEASURE.CORE_NEW_CUSTOMER_MER_GROSS]: {
-        title: 'NC-MER GROSS (New Customer Marketing Efficiency Ratio)',
-        description: 'Marketing Efficiency Ratio using Gross Sales. (Total Ad Spend / New Customer Gross Sales)',
+        title: 'NC MER (Gross Sales)',
+        shortTitle: 'NC MER Gross',
+        description: 'Marketing Efficiency Ratio using New Customer Gross Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_MER_GROSS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of new customer gross sales is spent on advertising.',
+        formulaDisplay: '(Ad Spend ÷ NC Gross Sales) × 100',
+        formula: '(spend / nc_gross_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_MER, MEASURE.CORE_NEW_CUSTOMER_MER_NET, MEASURE.CORE_MER_GROSS],
     },
     [MEASURE.CORE_NEW_CUSTOMER_MER_NET]: {
-        title: 'NC-MER NET (New Customer Marketing Efficiency Ratio)',
-        description: 'Marketing Efficiency Ratio using Net Sales. (Total Ad Spend / New Customer Net Sales)',
+        title: 'NC MER (Net Sales)',
+        shortTitle: 'NC MER Net',
+        description: 'Marketing Efficiency Ratio using New Customer Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_MER_NET,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_EFFICIENCY,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of new customer net sales is spent on advertising.',
+        formulaDisplay: '(Ad Spend ÷ NC Net Sales) × 100',
+        formula: '(spend / nc_net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_NEW_CUSTOMER_MER, MEASURE.CORE_NEW_CUSTOMER_MER_GROSS, MEASURE.CORE_MER_NET],
     },
     [MEASURE.CORE_EFFECTIVE_COGS]: {
-        title: 'Effective COGS',
-        description: 'Net Cost of Goods Sold (Orders COGS + Handling - Refund COGS)',
+        title: 'Effective Cost of Goods Sold',
+        shortTitle: 'Effective COGS',
+        description: 'Net Cost of Goods Sold (Orders COGS + Handling - Refund COGS).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_EFFECTIVE_COGS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The true cost of products sold, accounting for returns and handling fees.',
+        formulaDisplay: 'Orders COGS + Handling − Refund COGS',
+        formula: 'orders_cogs + handling - refund_cogs',
+        relatedMeasures: [MEASURE.CORE_EFFECTIVE_COGS_PERCENT, MEASURE.CORE_COGS_ORDERS, MEASURE.CORE_COGS_REFUNDS, MEASURE.CORE_GROSS_PROFIT],
     },
     [MEASURE.CORE_EFFECTIVE_COGS_PERCENT]: {
         title: 'Effective COGS %',
-        description: 'Effective COGS as a percentage of Net Sales',
+        shortTitle: 'COGS %',
+        description: 'Effective COGS as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_EFFECTIVE_COGS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales goes toward product costs. Lower means higher gross margins.',
+        formulaDisplay: '(Effective COGS ÷ Net Sales) × 100',
+        formula: '(effective_cogs / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_EFFECTIVE_COGS, MEASURE.CORE_GROSS_PROFIT_PERCENT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_EFFECTIVE_COGS]: {
-        title: 'NC Effective COGS',
-        description: 'New Customer Effective COGS',
+        title: 'New Customer Effective COGS',
+        shortTitle: 'NC COGS',
+        description: 'Effective COGS for new customer orders.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_EFFECTIVE_COGS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Cost of goods sold for orders from first-time customers.',
+        relatedMeasures: [MEASURE.CORE_EFFECTIVE_COGS, MEASURE.CORE_NEW_CUSTOMER_GROSS_PROFIT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_VARIABLE_COSTS]: {
-        title: 'NC Variable Costs',
-        description: 'New Customer Variable Costs',
+        title: 'New Customer Variable Costs',
+        shortTitle: 'NC Variable',
+        description: 'Variable costs attributed to new customer orders.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_VARIABLE_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Per-order variable expenses for new customer acquisitions.',
+        relatedMeasures: [MEASURE.CORE_VARIABLE_COSTS, MEASURE.CORE_NEW_CUSTOMER_CM2],
     },
     [MEASURE.CORE_NEW_CUSTOMER_FIXED_COSTS]: {
-        title: 'NC Fixed Costs',
-        description: 'New Customer Fixed Costs',
+        title: 'New Customer Fixed Costs',
+        shortTitle: 'NC Fixed',
+        description: 'Fixed costs attributed to new customer orders.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_FIXED_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Allocated fixed expenses for new customer acquisitions.',
+        relatedMeasures: [MEASURE.CORE_FIXED_COSTS, MEASURE.CORE_NEW_CUSTOMER_NET_PROFIT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_GROSS_PROFIT]: {
-        title: 'New Customer Gross Profit (CM1)',
-        description: 'New Customer Net Sales - New Customer Effective COGS',
+        title: 'New Customer Gross Profit',
+        shortTitle: 'NC Gross Profit',
+        description: 'Gross profit from new customer orders (CM1).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_GROSS_PROFIT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Revenue from new customers minus their cost of goods. First level of contribution margin.',
+        formulaDisplay: 'NC Net Sales − NC Effective COGS',
+        formula: 'nc_net_sales - nc_effective_cogs',
+        relatedMeasures: [MEASURE.CORE_GROSS_PROFIT, MEASURE.CORE_NEW_CUSTOMER_CM2],
     },
     [MEASURE.CORE_NEW_CUSTOMER_CM2]: {
-        title: 'New Customer CM2',
-        description: 'New Customer Gross Profit - NC Shipping - NC Gateway Costs - NC Variable Expenses',
+        title: 'New Customer Contribution Margin 2',
+        shortTitle: 'NC CM2',
+        description: 'New customer gross profit minus shipping, gateway, and variable costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_CM2,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Profit from new customers after subtracting fulfillment and variable costs.',
+        formulaDisplay: 'NC Gross Profit − Shipping − Gateway − Variable Costs',
+        formula: 'nc_gross_profit - nc_shipping - nc_gateway - nc_variable_costs',
+        relatedMeasures: [MEASURE.CORE_CM2, MEASURE.CORE_NEW_CUSTOMER_GROSS_PROFIT, MEASURE.CORE_NEW_CUSTOMER_CM3],
     },
     [MEASURE.CORE_NEW_CUSTOMER_CM3]: {
-        title: 'New Customer CM3',
-        description: 'New Customer CM2 - NC Blended Ad Spend',
+        title: 'New Customer Contribution Margin 3',
+        shortTitle: 'NC CM3',
+        description: 'New customer CM2 minus blended ad spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_CM3,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Profit from new customers after subtracting all variable costs including advertising.',
+        formulaDisplay: 'NC CM2 − NC Ad Spend',
+        formula: 'nc_cm2 - nc_ad_spend',
+        relatedMeasures: [MEASURE.CORE_CM3, MEASURE.CORE_NEW_CUSTOMER_CM2, MEASURE.CORE_NEW_CUSTOMER_NET_PROFIT],
     },
     [MEASURE.CORE_NEW_CUSTOMER_NET_PROFIT]: {
         title: 'New Customer Net Profit',
-        description: 'New Customer CM3 - NC Fixed Expenses',
+        shortTitle: 'NC Net Profit',
+        description: 'New customer CM3 minus fixed expenses.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NEW_CUSTOMER_NET_PROFIT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_NET_PROFIT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Final profit from new customer acquisitions after all costs.',
+        formulaDisplay: 'NC CM3 − NC Fixed Costs',
+        formula: 'nc_cm3 - nc_fixed_costs',
+        relatedMeasures: [MEASURE.CORE_NET_PROFIT, MEASURE.CORE_NEW_CUSTOMER_CM3],
     },
     [MEASURE.CORE_COGS_ORDERS]: {
         title: 'COGS (Orders)',
-        description: 'Cost of Goods Sold from orders',
+        shortTitle: 'Order COGS',
+        description: 'Cost of Goods Sold from orders.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_COGS_ORDERS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Direct product costs for fulfilled orders before accounting for returns.',
+        relatedMeasures: [MEASURE.CORE_COGS_REFUNDS, MEASURE.CORE_EFFECTIVE_COGS],
     },
     [MEASURE.CORE_COGS_REFUNDS]: {
         title: 'COGS (Refunds)',
-        description: 'Cost of Goods Sold recovered from refunds',
+        shortTitle: 'Refund COGS',
+        description: 'Cost of Goods Sold recovered from refunds.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_COGS_REFUNDS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Product costs recovered when orders are refunded.',
+        relatedMeasures: [MEASURE.CORE_COGS_ORDERS, MEASURE.CORE_EFFECTIVE_COGS],
     },
     [MEASURE.CORE_VARIABLE_COSTS]: {
         title: 'Variable Costs',
-        description: 'Total custom variable expenses (per-order fees, % of sales, etc.)',
+        description: 'Total custom variable expenses (per-order fees, % of sales, etc.).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_VARIABLE_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Costs that scale with order volume, such as transaction fees and fulfillment costs.',
+        relatedMeasures: [MEASURE.CORE_VARIABLE_COSTS_PERCENT, MEASURE.CORE_FIXED_COSTS, MEASURE.CORE_CM2],
     },
     [MEASURE.CORE_VARIABLE_COSTS_PERCENT]: {
         title: 'Variable Costs %',
-        description: 'Variable costs as a percentage of Net Sales',
+        description: 'Variable costs as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_VARIABLE_COSTS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales goes toward variable costs.',
+        formulaDisplay: '(Variable Costs ÷ Net Sales) × 100',
+        formula: '(variable_costs / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_VARIABLE_COSTS, MEASURE.CORE_FIXED_COSTS_PERCENT],
     },
     [MEASURE.CORE_FIXED_COSTS]: {
         title: 'Fixed Costs',
-        description: 'Total fixed expenses (rent, salaries, software, etc.)',
+        description: 'Total fixed expenses (rent, salaries, software, etc.).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_FIXED_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Overhead costs that remain constant regardless of order volume.',
+        relatedMeasures: [MEASURE.CORE_FIXED_COSTS_PERCENT, MEASURE.CORE_VARIABLE_COSTS, MEASURE.CORE_NET_PROFIT],
     },
     [MEASURE.CORE_FIXED_COSTS_PERCENT]: {
         title: 'Fixed Costs %',
-        description: 'Fixed costs as a percentage of Net Sales',
+        description: 'Fixed costs as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_FIXED_COSTS_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales goes toward fixed overhead costs.',
+        formulaDisplay: '(Fixed Costs ÷ Net Sales) × 100',
+        formula: '(fixed_costs / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_FIXED_COSTS, MEASURE.CORE_VARIABLE_COSTS_PERCENT],
     },
     [MEASURE.CORE_SHIPPING_COSTS]: {
         title: 'Shipping Costs',
-        description: 'Seller-side shipping expenses',
+        description: 'Seller-side shipping expenses.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_SHIPPING_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What you pay to ship orders to customers (not what customers pay for shipping).',
+        relatedMeasures: [MEASURE.CORE_CM2, MEASURE.CORE_VARIABLE_COSTS],
     },
     [MEASURE.CORE_PAYMENT_GATEWAY_COSTS]: {
         title: 'Payment Gateway Costs',
-        description: 'Payment processing fees (flat + percentage per gateway)',
+        shortTitle: 'Gateway Costs',
+        description: 'Payment processing fees (flat + percentage per gateway).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_PAYMENT_GATEWAY_COSTS,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Transaction fees paid to payment processors like Stripe, PayPal, or Shopify Payments.',
+        relatedMeasures: [MEASURE.CORE_CM2, MEASURE.CORE_VARIABLE_COSTS],
     },
     [MEASURE.CORE_VARIABLE_AD_SPEND]: {
         title: 'Variable Ad Spend',
-        description: 'Internal: variable expenses marked as ad spend (per-order calculation)',
+        description: 'Variable expenses marked as ad spend (per-order calculation).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_VARIABLE_AD_SPEND,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_SPEND,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Custom variable expenses you have marked as advertising spend, allocated per order.',
+        relatedMeasures: [MEASURE.CORE_FIXED_AD_SPEND, MEASURE.CORE_CUSTOM_AD_SPEND, MEASURE.CORE_BLENDED_AD_SPEND],
     },
     [MEASURE.CORE_FIXED_AD_SPEND]: {
         title: 'Fixed Ad Spend',
-        description: 'Internal: fixed expenses marked as ad spend (date-allocated)',
+        description: 'Fixed expenses marked as ad spend (date-allocated).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_FIXED_AD_SPEND,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_SPEND,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Custom fixed expenses you have marked as advertising spend, allocated by date.',
+        relatedMeasures: [MEASURE.CORE_VARIABLE_AD_SPEND, MEASURE.CORE_CUSTOM_AD_SPEND, MEASURE.CORE_BLENDED_AD_SPEND],
     },
     [MEASURE.CORE_CUSTOM_AD_SPEND]: {
         title: 'Custom Ad Spend',
-        description: 'User-entered ad spend from custom variable/fixed expenses marked as ad spend',
+        description: 'User-entered ad spend from custom variable/fixed expenses marked as ad spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_CUSTOM_AD_SPEND,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_SPEND,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total of all custom expenses you have tagged as advertising spend.',
+        formulaDisplay: 'Variable Ad Spend + Fixed Ad Spend',
+        formula: 'variable_ad_spend + fixed_ad_spend',
+        relatedMeasures: [MEASURE.CORE_VARIABLE_AD_SPEND, MEASURE.CORE_FIXED_AD_SPEND, MEASURE.CORE_BLENDED_AD_SPEND],
     },
     [MEASURE.CORE_BLENDED_AD_SPEND]: {
         title: 'Blended Ad Spend',
-        description: 'Total ad spend combining API channel spend and custom ad spend expenses',
+        description: 'Total ad spend combining API channel spend and custom ad spend expenses.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_BLENDED_AD_SPEND,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.AD_PERFORMANCE,
+        subcategory: MEASURE_SUBCATEGORY.AD_PERFORMANCE_SPEND,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Your total advertising investment across all channels including custom entries.',
+        formulaDisplay: 'Channel Spend + Custom Ad Spend',
+        formula: 'channel_spend + custom_ad_spend',
+        relatedMeasures: [MEASURE.CHANNEL_SPEND, MEASURE.CORE_CUSTOM_AD_SPEND, MEASURE.CORE_CM3],
     },
     [MEASURE.CORE_GROSS_PROFIT]: {
-        title: 'Gross Profit (CM1)',
-        description: 'Net Sales - Effective COGS',
+        title: 'Gross Profit',
+        shortTitle: 'Gross Profit',
+        description: 'Net Sales minus Effective COGS. Also known as Contribution Margin 1 (CM1).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_GROSS_PROFIT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Revenue remaining after product costs. The first level of contribution margin.',
+        formulaDisplay: 'Net Sales − Effective COGS',
+        formula: 'net_sales - effective_cogs',
+        relatedMeasures: [MEASURE.CORE_GROSS_PROFIT_PERCENT, MEASURE.CORE_EFFECTIVE_COGS, MEASURE.CORE_CM2],
     },
     [MEASURE.CORE_GROSS_PROFIT_PERCENT]: {
-        title: 'Gross Profit Margin %',
-        description: 'Gross Profit as a percentage of Net Sales',
+        title: 'Gross Profit Margin',
+        shortTitle: 'Gross Margin',
+        description: 'Gross Profit as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_GROSS_PROFIT_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales remains after product costs. Higher is better.',
+        formulaDisplay: '(Gross Profit ÷ Net Sales) × 100',
+        formula: '(gross_profit / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_GROSS_PROFIT, MEASURE.CORE_CM2_PERCENT, MEASURE.CORE_NET_PROFIT_PERCENT],
     },
     [MEASURE.CORE_CM2]: {
-        title: 'CM2 (Contribution Margin 2)',
-        description: 'Gross Profit - Shipping - Gateway Costs - Variable Expenses',
+        title: 'Contribution Margin 2',
+        shortTitle: 'CM2',
+        description: 'Gross Profit minus shipping, gateway, and variable costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_CM2,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Profit after deducting fulfillment and variable operating costs.',
+        formulaDisplay: 'Gross Profit − Shipping − Gateway − Variable Costs',
+        formula: 'gross_profit - shipping - gateway - variable_costs',
+        relatedMeasures: [MEASURE.CORE_GROSS_PROFIT, MEASURE.CORE_CM2_PERCENT, MEASURE.CORE_CM3],
     },
     [MEASURE.CORE_CM2_PERCENT]: {
-        title: 'CM2 %',
-        description: 'CM2 as a percentage of Net Sales',
+        title: 'CM2 Margin',
+        shortTitle: 'CM2 %',
+        description: 'CM2 as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_CM2_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales remains after product and variable costs.',
+        formulaDisplay: '(CM2 ÷ Net Sales) × 100',
+        formula: '(cm2 / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_CM2, MEASURE.CORE_GROSS_PROFIT_PERCENT, MEASURE.CORE_CM3_PERCENT],
     },
     [MEASURE.CORE_CM3]: {
-        title: 'CM3 (Contribution Margin 3)',
-        description: 'CM2 - Blended Ad Spend',
+        title: 'Contribution Margin 3',
+        shortTitle: 'CM3',
+        description: 'CM2 minus blended ad spend.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_CM3,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Profit after all variable costs including advertising. Key metric for marketing profitability.',
+        formulaDisplay: 'CM2 − Blended Ad Spend',
+        formula: 'cm2 - blended_ad_spend',
+        relatedMeasures: [MEASURE.CORE_CM2, MEASURE.CORE_BLENDED_AD_SPEND, MEASURE.CORE_CM3_PERCENT, MEASURE.CORE_NET_PROFIT],
     },
     [MEASURE.CORE_CM3_PERCENT]: {
-        title: 'CM3 %',
-        description: 'CM3 as a percentage of Net Sales',
+        title: 'CM3 Margin',
+        shortTitle: 'CM3 %',
+        description: 'CM3 as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_CM3_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales remains after all variable costs including advertising.',
+        formulaDisplay: '(CM3 ÷ Net Sales) × 100',
+        formula: '(cm3 / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_CM3, MEASURE.CORE_CM2_PERCENT, MEASURE.CORE_NET_PROFIT_PERCENT],
     },
     [MEASURE.CORE_NET_PROFIT]: {
         title: 'Net Profit',
-        description: 'CM3 - Fixed Expenses',
+        description: 'CM3 minus fixed expenses. Your bottom line.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: 'upstack',
         measure: MEASURE.CORE_NET_PROFIT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_NET_PROFIT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Your final profit after all costs. The true measure of business profitability.',
+        formulaDisplay: 'CM3 − Fixed Costs',
+        formula: 'cm3 - fixed_costs',
+        relatedMeasures: [MEASURE.CORE_CM3, MEASURE.CORE_FIXED_COSTS, MEASURE.CORE_NET_PROFIT_PERCENT],
     },
     [MEASURE.CORE_NET_PROFIT_PERCENT]: {
-        title: 'Net Profit Margin %',
-        description: 'Net Profit as a percentage of Net Sales',
+        title: 'Net Profit Margin',
+        shortTitle: 'Net Margin',
+        description: 'Net Profit as a percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: 'upstack',
         measure: MEASURE.CORE_NET_PROFIT_PERCENT,
-        category: MEASURE_CATEGORY.UPSTACK_DATA,
+        category: MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: MEASURE_SUBCATEGORY.PROFITABILITY_NET_PROFIT,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: CUSTOM_DASHBOARD_APPLICABLE_CONTEXTS,
+        tooltip: 'What percentage of net sales becomes profit. The ultimate efficiency metric.',
+        formulaDisplay: '(Net Profit ÷ Net Sales) × 100',
+        formula: '(net_profit / net_sales) * 100',
+        relatedMeasures: [MEASURE.CORE_NET_PROFIT, MEASURE.CORE_CM3_PERCENT, MEASURE.CORE_GROSS_PROFIT_PERCENT],
     },
 };
 //# sourceMappingURL=core-measure-definitions.js.map