@adtrackify/at-tracking-event-types 4.41.0 → 4.42.0

package/dist/cjs/types/api/measures/definitions/orders-measure-definitions.js

@@ -3,6 +3,7 @@ Object.defineProperty(exports, "__esModule", { value: true });
 exports.ORDERS_MEASURES_MAP = void 0;
 const measures_js_1 = require("../measures.js");
 const measure_categories_js_1 = require("./measure-categories.js");
+const measure_icon_js_1 = require("./measure-icon.js");
 const measure_value_type_js_1 = require("./measure-value-type.js");
 const measure_applicable_contexts_js_1 = require("./measure-applicable-contexts.js");
 exports.ORDERS_MEASURES_MAP = {
@@ -13,13 +14,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'shopping-cart',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The total number of orders placed in the selected period. Use this as the baseline count for order volume.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE, measures_js_1.MEASURE.ORDERS_TOTAL_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_UNIQUE_CUSTOMERS]: {
         title: 'Unique Customers',
@@ -28,13 +32,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'users',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_UNIQUE_CUSTOMERS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'Unique Cust.',
+        tooltip: 'The count of distinct customers who placed at least one order in the period. Each customer is counted once regardless of how many orders they placed.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS, measures_js_1.MEASURE.ORDERS_AVG_ORDERS_PER_CUSTOMER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT]: {
         title: 'New Customer Orders',
@@ -43,13 +51,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'user-plus',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Orders',
+        tooltip: 'Orders placed by customers who have never bought from this store before. Tracks acquisition volume.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT]: {
         title: 'Returning Customer Orders',
@@ -58,13 +70,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'user-check',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Orders',
+        tooltip: 'Orders placed by customers who have purchased from this store at least once before. Tracks repeat purchase volume.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_UNITS]: {
         title: 'Units Sold',
@@ -73,13 +89,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_UNITS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The total quantity of individual product units sold across all orders in the period.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_UNITS_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS]: {
         title: 'New Customer Units',
@@ -88,13 +107,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Units',
+        tooltip: 'Total product units purchased by new customers. Useful for understanding acquisition basket size.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS]: {
         title: 'Returning Customer Units',
@@ -103,13 +126,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Units',
+        tooltip: 'Total product units purchased by returning customers. Reflects repeat buyer basket size.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS],
     },
     [measures_js_1.MEASURE.ORDERS_UNITS_PER_ORDER]: {
         title: 'Units Per Order',
@@ -118,13 +145,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_UNITS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The average number of product units included in each order. Higher values indicate larger basket sizes.',
+        formulaDisplay: 'Units Sold ÷ Order Count',
+        formula: 'units_sold / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS, measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER]: {
         title: 'NC Units Per Order',
@@ -133,13 +165,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Units/Order',
+        tooltip: 'Average number of units per order for new customers. Compare to returning customers to gauge first-time buyer behavior.',
+        formulaDisplay: 'NC Units Sold ÷ NC Order Count',
+        formula: 'nc_units_sold / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER]: {
         title: 'RC Units Per Order',
@@ -148,13 +186,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Units/Order',
+        tooltip: 'Average number of units per order for returning customers. Higher values than new customers suggest loyalty-driven upsell.',
+        formulaDisplay: 'RC Units Sold ÷ RC Order Count',
+        formula: 'rc_units_sold / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS],
     },
     [measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE]: {
         title: 'Total Revenue',
@@ -163,13 +207,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'Total Rev.',
+        tooltip: 'The total dollar amount collected from all orders including shipping and taxes, before any refunds.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_TOTAL_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE]: {
         title: 'Gross Revenue',
@@ -178,13 +226,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'Gross Rev.',
+        tooltip: 'Revenue from product sales before subtracting discounts or refunds. The starting point for margin calculations.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_GROSS_AOV, measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_REFUNDS],
     },
     [measures_js_1.MEASURE.ORDERS_NET_REVENUE]: {
         title: 'Net Revenue',
@@ -193,13 +245,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'Net Rev.',
+        tooltip: 'Revenue after subtracting discounts and refunds from gross revenue. The primary revenue metric for profitability analysis.',
+        formulaDisplay: 'Gross Revenue − Discounts − Refunds',
+        formula: 'gross_revenue - discounts - refunds',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NET_AOV, measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_REFUNDS],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_REVENUE]: {
         title: 'NC Total Revenue',
@@ -208,13 +266,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Total Rev.',
+        tooltip: 'Total revenue collected from first-time buyers including shipping and taxes. Reflects the raw dollar value of acquisition.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE]: {
         title: 'NC Gross Revenue',
@@ -223,13 +285,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Gross Rev.',
+        tooltip: 'Gross product revenue from new customers before discounts and refunds. Used to calculate new customer gross margin.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE]: {
         title: 'NC Net Revenue',
@@ -238,13 +304,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Net Rev.',
+        tooltip: 'Net revenue from new customers after discounts and refunds. The clearest measure of first-order monetization.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_REVENUE]: {
         title: 'RC Total Revenue',
@@ -253,13 +323,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Total Rev.',
+        tooltip: 'Total revenue from repeat buyers including shipping and taxes. High values indicate strong retention and LTV.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE]: {
         title: 'RC Gross Revenue',
@@ -268,13 +342,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Gross Rev.',
+        tooltip: 'Gross product revenue from returning customers before discounts and refunds.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE]: {
         title: 'RC Net Revenue',
@@ -283,13 +361,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Net Rev.',
+        tooltip: 'Net revenue from returning customers after discounts and refunds. Key input for repeat-purchase profitability.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_TOTAL_AOV]: {
         title: 'Total AOV',
@@ -298,13 +380,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TOTAL_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The average total revenue collected per order including shipping and taxes. Useful for understanding overall transaction size.',
+        formulaDisplay: 'Total Revenue ÷ Order Count',
+        formula: 'total_revenue / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_AOV, measures_js_1.MEASURE.ORDERS_NET_AOV, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE, measures_js_1.MEASURE.ORDERS_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_AOV]: {
         title: 'Gross AOV',
@@ -313,13 +400,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Average gross product revenue per order before discounts and refunds. Shows the baseline cart value customers intend to spend.',
+        formulaDisplay: 'Gross Revenue ÷ Order Count',
+        formula: 'gross_revenue / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_AOV, measures_js_1.MEASURE.ORDERS_TOTAL_AOV, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_AOV]: {
         title: 'Net AOV',
@@ -328,13 +420,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Average net revenue per order after discounts and refunds. The most reliable AOV for profitability and ROAS calculations.',
+        formulaDisplay: 'Net Revenue ÷ Order Count',
+        formula: 'net_revenue / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_AOV, measures_js_1.MEASURE.ORDERS_TOTAL_AOV, measures_js_1.MEASURE.ORDERS_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_AOV]: {
         title: 'NC Total AOV',
@@ -343,13 +440,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Total AOV',
+        tooltip: 'Average total transaction value for first-time buyers. Compare to RC Total AOV to see if new customers spend more or less.',
+        formulaDisplay: 'NC Total Revenue ÷ NC Order Count',
+        formula: 'nc_total_revenue / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TOTAL_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV]: {
         title: 'NC Gross AOV',
@@ -358,13 +461,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Gross AOV',
+        tooltip: 'Average gross revenue per order for new customers before discounts and refunds.',
+        formulaDisplay: 'NC Gross Revenue ÷ NC Order Count',
+        formula: 'nc_gross_revenue / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV]: {
         title: 'NC Net AOV',
@@ -373,13 +482,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Net AOV',
+        tooltip: 'Average net revenue per order for new customers after discounts and refunds. Key input for new customer payback calculations.',
+        formulaDisplay: 'NC Net Revenue ÷ NC Order Count',
+        formula: 'nc_net_revenue / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_AOV]: {
         title: 'RC Total AOV',
@@ -388,13 +503,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Total AOV',
+        tooltip: 'Average total transaction value for returning buyers. Typically higher than new customer AOV as loyal customers buy more.',
+        formulaDisplay: 'RC Total Revenue ÷ RC Order Count',
+        formula: 'rc_total_revenue / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TOTAL_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV]: {
         title: 'RC Gross AOV',
@@ -403,13 +524,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Gross AOV',
+        tooltip: 'Average gross revenue per order for returning customers before discounts and refunds.',
+        formulaDisplay: 'RC Gross Revenue ÷ RC Order Count',
+        formula: 'rc_gross_revenue / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV]: {
         title: 'RC Net AOV',
@@ -418,13 +545,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_AOV,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Net AOV',
+        tooltip: 'Average net revenue per order for returning customers after discounts and refunds.',
+        formulaDisplay: 'RC Net Revenue ÷ RC Order Count',
+        formula: 'rc_net_revenue / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_COGS]: {
         title: 'COGS',
@@ -433,13 +566,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COGS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The total cost of products sold, including manufacturing or purchase costs. Subtracted from revenue to calculate gross margin.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER, measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS]: {
         title: 'NC COGS',
@@ -448,13 +584,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Cost of goods sold for orders placed by new customers. Used to calculate new customer gross margin.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS]: {
         title: 'RC COGS',
@@ -463,13 +602,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Cost of goods sold for orders placed by returning customers. Used to calculate repeat-buyer gross margin.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER]: {
         title: 'COGS Per Order',
@@ -478,13 +620,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average product cost per order. Useful for understanding the cost structure of a typical order.',
+        formulaDisplay: 'COGS ÷ Order Count',
+        formula: 'cogs / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_PER_ORDER]: {
         title: 'NC COGS Per Order',
@@ -493,13 +640,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC COGS/Order',
+        tooltip: 'Average product cost per new customer order. Compare to returning customers to assess cost mix differences.',
+        formulaDisplay: 'NC COGS ÷ NC Order Count',
+        formula: 'nc_cogs / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_PER_ORDER]: {
         title: 'RC COGS Per Order',
@@ -508,13 +661,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC COGS/Order',
+        tooltip: 'Average product cost per returning customer order.',
+        formulaDisplay: 'RC COGS ÷ RC Order Count',
+        formula: 'rc_cogs / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN]: {
         title: 'Gross Margin',
@@ -523,13 +682,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Gross revenue minus the cost of goods sold. Represents the profit before operating expenses.',
+        formulaDisplay: 'Gross Revenue − COGS',
+        formula: 'gross_revenue - cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NET_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN]: {
         title: 'NC Gross Margin',
@@ -538,13 +702,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Gross Margin',
+        tooltip: 'Gross revenue from new customers minus their COGS. Shows the pre-expense profit from acquisition orders.',
+        formulaDisplay: 'NC Gross Revenue − NC COGS',
+        formula: 'nc_gross_revenue - nc_cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN]: {
         title: 'RC Gross Margin',
@@ -553,13 +723,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Gross Margin',
+        tooltip: 'Gross revenue from returning customers minus their COGS. Reflects the profitability of repeat business.',
+        formulaDisplay: 'RC Gross Revenue − RC COGS',
+        formula: 'rc_gross_revenue - rc_cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER]: {
         title: 'Gross Margin Per Order',
@@ -568,13 +744,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Gross Margin/Ord',
+        tooltip: 'Average gross profit earned per order. Helps benchmark profitability against ad spend on a per-order basis.',
+        formulaDisplay: 'Gross Margin ÷ Order Count',
+        formula: 'gross_margin / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NET_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_COGS_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_PER_ORDER]: {
         title: 'NC Gross Margin Per Order',
@@ -583,13 +765,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC GM/Order',
+        tooltip: 'Average gross profit per new customer order. Compare to CPA to evaluate first-order unit economics.',
+        formulaDisplay: 'NC Gross Margin ÷ NC Order Count',
+        formula: 'nc_gross_margin / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_PER_ORDER]: {
         title: 'RC Gross Margin Per Order',
@@ -598,13 +786,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC GM/Order',
+        tooltip: 'Average gross profit per returning customer order.',
+        formulaDisplay: 'RC Gross Margin ÷ RC Order Count',
+        formula: 'rc_gross_margin / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_NET_MARGIN]: {
         title: 'Net Margin',
@@ -613,13 +807,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Net revenue (after discounts and refunds) minus cost of goods sold. A tighter profitability view than gross margin.',
+        formulaDisplay: 'Net Revenue − COGS',
+        formula: 'net_revenue - cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN]: {
         title: 'NC Net Margin',
@@ -628,13 +827,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Net Margin',
+        tooltip: 'Net margin from new customer orders after discounts and refunds minus COGS.',
+        formulaDisplay: 'NC Net Revenue − NC COGS',
+        formula: 'nc_net_revenue - nc_cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN]: {
         title: 'RC Net Margin',
@@ -643,13 +848,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Net Margin',
+        tooltip: 'Net margin from returning customer orders after discounts and refunds minus COGS.',
+        formulaDisplay: 'RC Net Revenue − RC COGS',
+        formula: 'rc_net_revenue - rc_cogs',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_NET_MARGIN_PER_ORDER]: {
         title: 'Net Margin Per Order',
@@ -658,13 +869,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Net Margin/Ord',
+        tooltip: 'Average net profit per order after discounts, refunds, and COGS.',
+        formulaDisplay: 'Net Margin ÷ Order Count',
+        formula: 'net_margin / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_PER_ORDER]: {
         title: 'NC Net Margin Per Order',
@@ -673,13 +890,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC NM/Order',
+        tooltip: 'Average net profit per new customer order. Use with CPA to evaluate whether acquisition is profitable at the first order.',
+        formulaDisplay: 'NC Net Margin ÷ NC Order Count',
+        formula: 'nc_net_margin / nc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_PER_ORDER]: {
         title: 'RC Net Margin Per Order',
@@ -688,13 +911,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC NM/Order',
+        tooltip: 'Average net profit per returning customer order.',
+        formulaDisplay: 'RC Net Margin ÷ RC Order Count',
+        formula: 'rc_net_margin / rc_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_PER_ORDER, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_REFUNDS]: {
         title: 'Refunds',
@@ -703,13 +932,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'rotate-ccw',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUNDS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The total dollar amount refunded to customers in the period. High values reduce net revenue and signal product or fulfillment issues.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_RATE, measures_js_1.MEASURE.ORDERS_REFUND_COUNT, measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_COUNT]: {
         title: 'Refund Count',
@@ -718,13 +950,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'rotate-ccw',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The number of orders that had a refund issued. Use with Refund Rate to understand the scale of returns.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_REFUND_RATE, measures_js_1.MEASURE.ORDERS_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_RATE]: {
         title: 'Refund Rate',
@@ -733,13 +968,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The share of orders that resulted in a refund. Elevated refund rates can indicate product quality, sizing, or expectation issues.',
+        formulaDisplay: 'Refund Count ÷ Order Count × 100',
+        formula: 'refund_count / order_count * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_REFUND_COUNT, measures_js_1.MEASURE.ORDERS_DISCOUNT_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_PER_ORDER]: {
         title: 'Refund Per Order',
@@ -748,13 +988,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'rotate-ccw',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund/Order',
+        tooltip: 'Average refund dollar amount per order placed. Useful for modeling the true realized revenue per order.',
+        formulaDisplay: 'Total Refunds ÷ Order Count',
+        formula: 'total_refunds / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_DISCOUNT_PER_ORDER, measures_js_1.MEASURE.ORDERS_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_DISCOUNTS]: {
         title: 'Discounts',
@@ -763,13 +1009,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'tag',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_DISCOUNTS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'The total dollar value of discounts applied across all orders. High discount totals reduce gross margin.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNT_RATE, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_DISCOUNT_RATE]: {
         title: 'Discount Rate',
@@ -778,13 +1027,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_DISCOUNT_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Discounts as a share of gross revenue. A high discount rate erodes margin and may indicate over-reliance on promotions.',
+        formulaDisplay: 'Discounts ÷ Gross Revenue × 100',
+        formula: 'discounts / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_REFUND_RATE, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_DISCOUNT_PER_ORDER]: {
         title: 'Discount Per Order',
@@ -793,13 +1047,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'tag',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_DISCOUNT_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Discount/Order',
+        tooltip: 'Average discount dollar value applied per order. Useful for understanding how much revenue is being given away per transaction.',
+        formulaDisplay: 'Total Discounts ÷ Order Count',
+        formula: 'total_discounts / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_REFUND_PER_ORDER, measures_js_1.MEASURE.ORDERS_GROSS_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_SHIPPING]: {
         title: 'Shipping',
@@ -808,13 +1068,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'truck',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_SHIPPING,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total shipping fees collected from customers across all orders. Shipping revenue offsets fulfillment costs.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_SHIPPING_RATE, measures_js_1.MEASURE.ORDERS_SHIPPING_PER_ORDER, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_SHIPPING_RATE]: {
         title: 'Shipping Rate',
@@ -823,13 +1086,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_SHIPPING_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Shipping revenue as a share of total revenue. A declining rate may indicate free shipping promotions affecting margins.',
+        formulaDisplay: 'Shipping ÷ Total Revenue × 100',
+        formula: 'shipping / total_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_SHIPPING, measures_js_1.MEASURE.ORDERS_TAX_RATE, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_SHIPPING_PER_ORDER]: {
         title: 'Shipping Per Order',
@@ -838,13 +1106,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'truck',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_SHIPPING_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Shipping/Order',
+        tooltip: 'Average shipping fee collected per order.',
+        formulaDisplay: 'Total Shipping ÷ Order Count',
+        formula: 'total_shipping / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_SHIPPING, measures_js_1.MEASURE.ORDERS_TAX_PER_ORDER, measures_js_1.MEASURE.ORDERS_TOTAL_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_TAX]: {
         title: 'Tax',
@@ -853,13 +1127,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'file-text',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TAX,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total sales tax collected from customers across all orders. Tax is typically passed through and not retained as revenue.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TAX_RATE, measures_js_1.MEASURE.ORDERS_TAX_PER_ORDER, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_TAX_RATE]: {
         title: 'Tax Rate',
@@ -868,13 +1145,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TAX_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Tax collected as a share of total revenue. Useful for estimating effective tax burden across markets.',
+        formulaDisplay: 'Tax ÷ Total Revenue × 100',
+        formula: 'tax / total_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TAX, measures_js_1.MEASURE.ORDERS_SHIPPING_RATE, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_TAX_PER_ORDER]: {
         title: 'Tax Per Order',
@@ -883,13 +1165,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'file-text',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TAX_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average tax amount collected per order.',
+        formulaDisplay: 'Total Tax ÷ Order Count',
+        formula: 'total_tax / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_TAX, measures_js_1.MEASURE.ORDERS_SHIPPING_PER_ORDER, measures_js_1.MEASURE.ORDERS_TOTAL_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_RATE]: {
         title: 'New Customer Rate',
@@ -898,13 +1185,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Rate',
+        tooltip: 'The percentage of total orders placed by first-time buyers. A high NC rate means the business is acquisition-heavy vs. retention-driven.',
+        formulaDisplay: 'NC Orders ÷ Total Orders × 100',
+        formula: 'nc_order_count / order_count * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT, measures_js_1.MEASURE.ORDERS_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_RATE]: {
         title: 'Returning Customer Rate',
@@ -913,13 +1206,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.STANDARD_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Rate',
+        tooltip: 'The percentage of total orders placed by repeat buyers. A high RC rate signals strong customer loyalty and retention.',
+        formulaDisplay: 'RC Orders ÷ Total Orders × 100',
+        formula: 'rc_order_count / order_count * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT, measures_js_1.MEASURE.ORDERS_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_CM1_MARGIN_RATE]: {
         title: 'CM1 Rate',
@@ -928,13 +1227,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM1_MARGIN_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Contribution Margin 1 (gross margin minus variable selling costs) as a percentage of revenue. Measures product-level profitability.',
+        formulaDisplay: 'CM1 ÷ Revenue × 100',
+        formula: 'cm1 / revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM2_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM3_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM1_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_CM2_MARGIN_RATE]: {
         title: 'CM2 Rate',
@@ -943,13 +1247,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM2_MARGIN_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Contribution Margin 2 (CM1 minus marketing costs) as a percentage of revenue. Reflects post-marketing profitability.',
+        formulaDisplay: 'CM2 ÷ Revenue × 100',
+        formula: 'cm2 / revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM1_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM3_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM2_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_CM3_MARGIN_RATE]: {
         title: 'CM3 Rate',
@@ -958,13 +1267,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM3_MARGIN_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Contribution Margin 3 (CM2 minus additional fixed costs) as a percentage of revenue. The final contribution margin layer.',
+        formulaDisplay: 'CM3 ÷ Revenue × 100',
+        formula: 'cm3 / revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM1_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM2_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM3_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_CM1_PER_ORDER]: {
         title: 'CM1 Per Order',
@@ -973,13 +1287,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM1_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average Contribution Margin 1 per order. The per-order profit after product costs and variable selling expenses.',
+        formulaDisplay: 'CM1 ÷ Order Count',
+        formula: 'cm1 / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM1_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM2_PER_ORDER, measures_js_1.MEASURE.ORDERS_CM3_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_CM2_PER_ORDER]: {
         title: 'CM2 Per Order',
@@ -988,13 +1307,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM2_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average Contribution Margin 2 per order, after deducting marketing costs. Helps assess marketing efficiency at the order level.',
+        formulaDisplay: 'CM2 ÷ Order Count',
+        formula: 'cm2 / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM2_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM1_PER_ORDER, measures_js_1.MEASURE.ORDERS_CM3_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_CM3_PER_ORDER]: {
         title: 'CM3 Per Order',
@@ -1003,13 +1327,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CM3_PER_ORDER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_CONTRIBUTION_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average Contribution Margin 3 per order, after all layered cost deductions.',
+        formulaDisplay: 'CM3 ÷ Order Count',
+        formula: 'cm3 / order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CM3_MARGIN_RATE, measures_js_1.MEASURE.ORDERS_CM1_PER_ORDER, measures_js_1.MEASURE.ORDERS_CM2_PER_ORDER],
     },
     [measures_js_1.MEASURE.ORDERS_AVG_ORDERS_PER_CUSTOMER]: {
         title: 'Avg Orders Per Customer',
@@ -1018,13 +1347,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'users',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_AVG_ORDERS_PER_CUSTOMER,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Avg Orders/Cust',
+        tooltip: 'The average number of orders placed per unique customer in the period. Higher values indicate strong repeat purchase behavior.',
+        formulaDisplay: 'Order Count ÷ Unique Customers',
+        formula: 'order_count / unique_customers',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNIQUE_CUSTOMERS, measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS]: {
         title: 'New Customers',
@@ -1033,13 +1368,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'user-plus',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The number of distinct customers making their first-ever purchase in the period. Core acquisition metric.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COUNT, measures_js_1.MEASURE.ORDERS_UNIQUE_CUSTOMERS],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS]: {
         title: 'Returning Customers',
@@ -1048,13 +1386,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'user-check',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMERS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Ret. Customers',
+        tooltip: 'The number of distinct customers who have ordered before and purchased again in the period. Core retention metric.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMERS, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COUNT, measures_js_1.MEASURE.ORDERS_UNIQUE_CUSTOMERS],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RATE]: {
         title: 'NC Gross Revenue Rate',
@@ -1063,13 +1405,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Gross Rate',
+        tooltip: 'New customer gross revenue as a share of total gross revenue. Shows how much of top-line sales comes from first-time buyers.',
+        formulaDisplay: 'NC Gross Revenue ÷ Gross Revenue × 100',
+        formula: 'nc_gross_revenue / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RATE]: {
         title: 'RC Gross Revenue Rate',
@@ -1078,13 +1426,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_CUSTOMER_SEGMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Gross Rate',
+        tooltip: 'Returning customer gross revenue as a share of total gross revenue. High values indicate a retention-driven revenue base.',
+        formulaDisplay: 'RC Gross Revenue ÷ Gross Revenue × 100',
+        formula: 'rc_gross_revenue / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_REFUND_DATE]: {
         title: 'Refund Amount (by Refund Date)',
@@ -1093,13 +1447,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'rotate-ccw',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_REFUND_DATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund by Date',
+        tooltip: 'Refund amounts attributed to the date the refund was issued. Use this to track when refunds actually hit, not when orders were placed.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_ORDER_DATE, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_REFUND_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_ORDER_DATE]: {
         title: 'Refund Amount (by Order Date)',
@@ -1108,13 +1466,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'rotate-ccw',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_ORDER_DATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund by Order',
+        tooltip: 'Refund amounts attributed to the original order date. Useful for cohort analysis and understanding which order batches had high returns.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_AMOUNT_BY_REFUND_DATE, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_REFUND_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_GROSS_RATE]: {
         title: 'Refund Gross Rate',
@@ -1123,13 +1485,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund Gross %',
+        tooltip: 'Total refunds as a percentage of gross revenue. Shows what portion of sales value is being returned.',
+        formulaDisplay: 'Refunds ÷ Gross Revenue × 100',
+        formula: 'refunds / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_NET_RATE, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_NET_RATE]: {
         title: 'Refund Net Rate',
@@ -1138,13 +1506,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund Net %',
+        tooltip: 'Total refunds as a percentage of net revenue. A higher rate here vs. gross rate means discounts compound the refund impact.',
+        formulaDisplay: 'Refunds ÷ Net Revenue × 100',
+        formula: 'refunds / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_GROSS_RATE, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_DISCOUNT_COUNT]: {
         title: 'Discount Count',
@@ -1153,13 +1527,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'tag',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_DISCOUNT_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The number of orders that had at least one discount applied. Compare to total orders to gauge discount usage frequency.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_DISCOUNT_GROSS_RATE]: {
         title: 'Discount Gross Rate',
@@ -1168,13 +1545,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_DISCOUNT_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Disc. Gross Rate',
+        tooltip: 'Total discounts as a share of gross revenue. Tracks how aggressively promotional pricing is eroding top-line sales.',
+        formulaDisplay: 'Discounts ÷ Gross Revenue × 100',
+        formula: 'discounts / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE]: {
         title: 'NC Discount Gross Rate',
@@ -1183,13 +1566,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Disc. Gross',
+        tooltip: 'New customer discounts as a share of new customer gross revenue. High rates suggest heavy promotion to drive acquisition.',
+        formulaDisplay: 'NC Discounts ÷ NC Gross Revenue × 100',
+        formula: 'nc_discounts / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE]: {
         title: 'RC Discount Gross Rate',
@@ -1198,13 +1587,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Disc. Gross',
+        tooltip: 'Returning customer discounts as a share of returning customer gross revenue. High rates may indicate loyalty discounts cutting into repeat margins.',
+        formulaDisplay: 'RC Discounts ÷ RC Gross Revenue × 100',
+        formula: 'rc_discounts / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_ORDER_RATE]: {
         title: 'NC Discount Order Rate',
@@ -1213,13 +1608,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_ORDER_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Disc. Order %',
+        tooltip: 'The share of new customer orders that used a discount code or promotion. High values show how dependent acquisition is on discounting.',
+        formulaDisplay: 'NC Discounted Orders ÷ NC Orders × 100',
+        formula: 'nc_discounted_order_count / nc_order_count * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_ORDER_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_DISCOUNT_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_ORDER_RATE]: {
         title: 'RC Discount Order Rate',
@@ -1228,13 +1629,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_ORDER_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Disc. Order %',
+        tooltip: 'The share of returning customer orders that used a discount. Elevated values may signal discount dependency in retention.',
+        formulaDisplay: 'RC Discounted Orders ÷ RC Orders × 100',
+        formula: 'rc_discounted_order_count / rc_order_count * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_ORDER_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE, measures_js_1.MEASURE.ORDERS_DISCOUNT_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_REFUND_PLUS_DISCOUNT]: {
         title: 'Refund + Discount',
@@ -1243,13 +1650,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_REFUND_PLUS_DISCOUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Refund + Disc.',
+        tooltip: 'The combined dollar value of refunds and discounts. Represents the total revenue leakage from gross sales.',
+        formulaDisplay: 'Refunds + Discounts',
+        formula: 'refunds + discounts',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_DISCOUNTS, measures_js_1.MEASURE.ORDERS_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_REFUND_PLUS_DISCOUNT]: {
         title: 'NC Refund + Discount',
@@ -1258,13 +1671,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_REFUND_PLUS_DISCOUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Ref+Disc',
+        tooltip: 'Combined refunds and discounts for new customer orders. Reflects the total revenue given back from first-time buyer transactions.',
+        formulaDisplay: 'NC Refunds + NC Discounts',
+        formula: 'nc_refunds + nc_discounts',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_PLUS_DISCOUNT, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_REFUND_PLUS_DISCOUNT, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_REFUND_PLUS_DISCOUNT]: {
         title: 'RC Refund + Discount',
@@ -1273,13 +1692,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-down',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_REFUND_PLUS_DISCOUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Ref+Disc',
+        tooltip: 'Combined refunds and discounts for returning customer orders.',
+        formulaDisplay: 'RC Refunds + RC Discounts',
+        formula: 'rc_refunds + rc_discounts',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_REFUND_PLUS_DISCOUNT, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_REFUND_PLUS_DISCOUNT, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_SUBTOTAL]: {
         title: 'Subtotal',
@@ -1288,13 +1713,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_SUBTOTAL,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'The order subtotal before shipping and taxes are added. Reflects the product value customers commit to at checkout.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_NET_PLUS_SHIPPING, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_PLUS_SHIPPING]: {
         title: 'Net + Shipping',
@@ -1303,13 +1731,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_PLUS_SHIPPING,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_REVENUE,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Net + Ship.',
+        tooltip: 'Net revenue plus shipping collected. Useful for businesses where shipping is a meaningful revenue contributor.',
+        formulaDisplay: 'Net Revenue + Shipping',
+        formula: 'net_revenue + shipping',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_REVENUE, measures_js_1.MEASURE.ORDERS_SHIPPING, measures_js_1.MEASURE.ORDERS_SUBTOTAL],
     },
     [measures_js_1.MEASURE.ORDERS_CANCELLED_COUNT]: {
         title: 'Cancelled Orders',
@@ -1318,13 +1752,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'x-circle',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CANCELLED_COUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cancellations',
+        tooltip: 'The number of orders that were cancelled before fulfillment. High counts may indicate checkout friction or inventory issues.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CANCELLED_AMOUNT, measures_js_1.MEASURE.ORDERS_COUNT, measures_js_1.MEASURE.ORDERS_REFUND_COUNT],
     },
     [measures_js_1.MEASURE.ORDERS_CANCELLED_AMOUNT]: {
         title: 'Cancelled Amount',
@@ -1333,13 +1771,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'x-circle',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_CANCELLED_AMOUNT,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_ADJUSTMENTS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cancelled $',
+        tooltip: 'The total dollar value of cancelled orders. Represents potential revenue that was lost before fulfillment.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_CANCELLED_COUNT, measures_js_1.MEASURE.ORDERS_REFUNDS, measures_js_1.MEASURE.ORDERS_TOTAL_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN]: {
         title: 'Gross Product Margin',
@@ -1348,13 +1790,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Gross Prod. Margin',
+        tooltip: 'Gross margin calculated at the product level, before order-level adjustments like shipping or taxes.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN]: {
         title: 'NC Gross Product Margin',
@@ -1363,13 +1809,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Gross Prod. Mg',
+        tooltip: 'Product-level gross margin from new customer orders.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN]: {
         title: 'RC Gross Product Margin',
@@ -1378,13 +1828,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Gross Prod. Mg',
+        tooltip: 'Product-level gross margin from returning customer orders.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'Gross Product Margin / Gross Rate',
@@ -1393,13 +1847,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'GPM / Gross %',
+        tooltip: 'Gross product margin as a share of gross revenue. Shows how efficiently products are priced relative to their costs.',
+        formulaDisplay: 'Gross Product Margin ÷ Gross Revenue × 100',
+        formula: 'gross_product_margin / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'NC Gross Product Margin / Gross Rate',
@@ -1408,13 +1868,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC GPM/Gross %',
+        tooltip: 'New customer gross product margin as a share of their gross revenue.',
+        formulaDisplay: 'NC Gross Product Margin ÷ NC Gross Revenue × 100',
+        formula: 'nc_gross_product_margin / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'RC Gross Product Margin / Gross Rate',
@@ -1423,13 +1889,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC GPM/Gross %',
+        tooltip: 'Returning customer gross product margin as a share of their gross revenue.',
+        formulaDisplay: 'RC Gross Product Margin ÷ RC Gross Revenue × 100',
+        formula: 'rc_gross_product_margin / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE]: {
         title: 'Gross Product Margin / Net Rate',
@@ -1438,13 +1910,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'GPM / Net %',
+        tooltip: 'Gross product margin as a share of net revenue (after discounts and refunds).',
+        formulaDisplay: 'Gross Product Margin ÷ Net Revenue × 100',
+        formula: 'gross_product_margin / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE]: {
         title: 'NC Gross Product Margin / Net Rate',
@@ -1453,13 +1931,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC GPM/Net %',
+        tooltip: 'New customer gross product margin as a share of their net revenue.',
+        formulaDisplay: 'NC Gross Product Margin ÷ NC Net Revenue × 100',
+        formula: 'nc_gross_product_margin / nc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE]: {
         title: 'RC Gross Product Margin / Net Rate',
@@ -1468,13 +1952,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC GPM/Net %',
+        tooltip: 'Returning customer gross product margin as a share of their net revenue.',
+        formulaDisplay: 'RC Gross Product Margin ÷ RC Net Revenue × 100',
+        formula: 'rc_gross_product_margin / rc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN]: {
         title: 'Net Product Margin',
@@ -1483,13 +1973,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Net Prod. Margin',
+        tooltip: 'Net margin calculated at the product level after discounts and refunds, but before order-level fees.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN]: {
         title: 'NC Net Product Margin',
@@ -1498,13 +1992,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC Net Prod. Mg',
+        tooltip: 'Product-level net margin from new customer orders after discounts and refunds.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN]: {
         title: 'RC Net Product Margin',
@@ -1513,13 +2011,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'trending-up',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC Net Prod. Mg',
+        tooltip: 'Product-level net margin from returning customer orders after discounts and refunds.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN],
     },
     [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'Net Product Margin / Gross Rate',
@@ -1528,13 +2030,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NPM / Gross %',
+        tooltip: 'Net product margin as a share of gross revenue.',
+        formulaDisplay: 'Net Product Margin ÷ Gross Revenue × 100',
+        formula: 'net_product_margin / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'NC Net Product Margin / Gross Rate',
@@ -1543,13 +2051,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC NPM/Gross %',
+        tooltip: 'New customer net product margin as a share of their gross revenue.',
+        formulaDisplay: 'NC Net Product Margin ÷ NC Gross Revenue × 100',
+        formula: 'nc_net_product_margin / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE]: {
         title: 'RC Net Product Margin / Gross Rate',
@@ -1558,13 +2072,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC NPM/Gross %',
+        tooltip: 'Returning customer net product margin as a share of their gross revenue.',
+        formulaDisplay: 'RC Net Product Margin ÷ RC Gross Revenue × 100',
+        formula: 'rc_net_product_margin / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE]: {
         title: 'Net Product Margin / Net Rate',
@@ -1573,13 +2093,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NPM / Net %',
+        tooltip: 'Net product margin as a share of net revenue. Shows the post-discount, post-refund product profit rate.',
+        formulaDisplay: 'Net Product Margin ÷ Net Revenue × 100',
+        formula: 'net_product_margin / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE]: {
         title: 'NC Net Product Margin / Net Rate',
@@ -1588,13 +2114,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC NPM/Net %',
+        tooltip: 'New customer net product margin as a share of their net revenue.',
+        formulaDisplay: 'NC Net Product Margin ÷ NC Net Revenue × 100',
+        formula: 'nc_net_product_margin / nc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE]: {
         title: 'RC Net Product Margin / Net Rate',
@@ -1603,13 +2135,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC NPM/Net %',
+        tooltip: 'Returning customer net product margin as a share of their net revenue.',
+        formulaDisplay: 'RC Net Product Margin ÷ RC Net Revenue × 100',
+        formula: 'rc_net_product_margin / rc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_PRODUCT_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_PRODUCT_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE]: {
         title: 'Gross Margin / Gross Rate',
@@ -1618,13 +2156,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'GM / Gross %',
+        tooltip: 'Gross margin (revenue minus COGS) as a percentage of gross revenue. The standard gross margin percentage metric.',
+        formulaDisplay: 'Gross Margin ÷ Gross Revenue × 100',
+        formula: 'gross_margin / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_GROSS_RATE]: {
         title: 'NC Gross Margin / Gross Rate',
@@ -1633,13 +2177,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC GM/Gross %',
+        tooltip: 'New customer gross margin as a share of their gross revenue.',
+        formulaDisplay: 'NC Gross Margin ÷ NC Gross Revenue × 100',
+        formula: 'nc_gross_margin / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_GROSS_RATE]: {
         title: 'RC Gross Margin / Gross Rate',
@@ -1648,13 +2198,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC GM/Gross %',
+        tooltip: 'Returning customer gross margin as a share of their gross revenue.',
+        formulaDisplay: 'RC Gross Margin ÷ RC Gross Revenue × 100',
+        formula: 'rc_gross_margin / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE]: {
         title: 'Gross Margin / Net Rate',
@@ -1663,13 +2219,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'GM / Net %',
+        tooltip: 'Gross margin as a share of net revenue (after discounts and refunds). Typically higher than the gross rate due to the smaller denominator.',
+        formulaDisplay: 'Gross Margin ÷ Net Revenue × 100',
+        formula: 'gross_margin / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN, measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_NET_RATE]: {
         title: 'NC Gross Margin / Net Rate',
@@ -1678,13 +2240,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC GM/Net %',
+        tooltip: 'New customer gross margin as a share of their net revenue.',
+        formulaDisplay: 'NC Gross Margin ÷ NC Net Revenue × 100',
+        formula: 'nc_gross_margin / nc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_NET_RATE]: {
         title: 'RC Gross Margin / Net Rate',
@@ -1693,13 +2261,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_GROSS_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC GM/Net %',
+        tooltip: 'Returning customer gross margin as a share of their net revenue.',
+        formulaDisplay: 'RC Gross Margin ÷ RC Net Revenue × 100',
+        formula: 'rc_gross_margin / rc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE]: {
         title: 'Net Margin / Gross Rate',
@@ -1708,13 +2282,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NM / Gross %',
+        tooltip: 'Net margin (net revenue minus COGS) as a share of gross revenue. A conservative profitability rate that absorbs all revenue reductions.',
+        formulaDisplay: 'Net Margin ÷ Gross Revenue × 100',
+        formula: 'net_margin / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_GROSS_RATE]: {
         title: 'NC Net Margin / Gross Rate',
@@ -1723,13 +2303,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC NM/Gross %',
+        tooltip: 'New customer net margin as a share of their gross revenue.',
+        formulaDisplay: 'NC Net Margin ÷ NC Gross Revenue × 100',
+        formula: 'nc_net_margin / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_GROSS_RATE]: {
         title: 'RC Net Margin / Gross Rate',
@@ -1738,13 +2324,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC NM/Gross %',
+        tooltip: 'Returning customer net margin as a share of their gross revenue.',
+        formulaDisplay: 'RC Net Margin ÷ RC Gross Revenue × 100',
+        formula: 'rc_net_margin / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE]: {
         title: 'Net Margin / Net Rate',
@@ -1753,13 +2345,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NM / Net %',
+        tooltip: 'Net margin as a share of net revenue. This is the standard net margin percentage, showing profit after all product-level costs.',
+        formulaDisplay: 'Net Margin ÷ Net Revenue × 100',
+        formula: 'net_margin / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NET_MARGIN, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_NET_RATE]: {
         title: 'NC Net Margin / Net Rate',
@@ -1768,13 +2366,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC NM/Net %',
+        tooltip: 'New customer net margin as a share of their net revenue.',
+        formulaDisplay: 'NC Net Margin ÷ NC Net Revenue × 100',
+        formula: 'nc_net_margin / nc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_NET_RATE]: {
         title: 'RC Net Margin / Net Rate',
@@ -1783,13 +2387,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_NET_MARGIN,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC NM/Net %',
+        tooltip: 'Returning customer net margin as a share of their net revenue.',
+        formulaDisplay: 'RC Net Margin ÷ RC Net Revenue × 100',
+        formula: 'rc_net_margin / rc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_NET_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_NET_MARGIN_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE]: {
         title: 'COGS / Gross Rate',
@@ -1798,13 +2408,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'COGS/Gross %',
+        tooltip: 'Cost of goods as a share of gross revenue. The complement of gross margin rate — COGS % + Gross Margin % = 100%.',
+        formulaDisplay: 'COGS ÷ Gross Revenue × 100',
+        formula: 'cogs / gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_NET_RATE, measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_GROSS_RATE]: {
         title: 'NC COGS / Gross Rate',
@@ -1813,13 +2429,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC COGS/Gross %',
+        tooltip: 'New customer COGS as a share of their gross revenue.',
+        formulaDisplay: 'NC COGS ÷ NC Gross Revenue × 100',
+        formula: 'nc_cogs / nc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_GROSS_RATE]: {
         title: 'RC COGS / Gross Rate',
@@ -1828,13 +2450,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_GROSS_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC COGS/Gross %',
+        tooltip: 'Returning customer COGS as a share of their gross revenue.',
+        formulaDisplay: 'RC COGS ÷ RC Gross Revenue × 100',
+        formula: 'rc_cogs / rc_gross_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_GROSS_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_COGS_NET_RATE]: {
         title: 'COGS / Net Rate',
@@ -1843,13 +2471,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COGS_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'COGS/Net %',
+        tooltip: 'COGS as a share of net revenue. Higher than gross rate because discounts and refunds reduce the denominator.',
+        formulaDisplay: 'COGS ÷ Net Revenue × 100',
+        formula: 'cogs / net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_GROSS_RATE, measures_js_1.MEASURE.ORDERS_COGS, measures_js_1.MEASURE.ORDERS_GROSS_MARGIN_NET_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_NET_RATE]: {
         title: 'NC COGS / Net Rate',
@@ -1858,13 +2492,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'NC COGS/Net %',
+        tooltip: 'New customer COGS as a share of their net revenue.',
+        formulaDisplay: 'NC COGS ÷ NC Net Revenue × 100',
+        formula: 'nc_cogs / nc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_NET_RATE]: {
         title: 'RC COGS / Net Rate',
@@ -1873,13 +2513,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_NET_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.PROFITABILITY,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.PROFITABILITY_COGS,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'RC COGS/Net %',
+        tooltip: 'Returning customer COGS as a share of their net revenue.',
+        formulaDisplay: 'RC COGS ÷ RC Net Revenue × 100',
+        formula: 'rc_cogs / rc_net_revenue * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COGS_NET_RATE, measures_js_1.MEASURE.ORDERS_NEW_CUSTOMER_COGS_NET_RATE, measures_js_1.MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_GROSS_RATE],
     },
     [measures_js_1.MEASURE.ORDERS_LTV]: {
         title: 'Lifetime Value',
@@ -1888,13 +2534,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_LTV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_METRICS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'LTV',
+        tooltip: 'The average total revenue generated per customer over their entire purchase history. Higher LTV justifies greater acquisition spend.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_LTV_90, measures_js_1.MEASURE.ORDERS_LTV_180, measures_js_1.MEASURE.ORDERS_LTV_365, measures_js_1.MEASURE.ORDERS_AVG_ORDERS_PER_CUSTOMER],
     },
     [measures_js_1.MEASURE.ORDERS_LTV_90]: {
         title: 'LTV 90d',
@@ -1903,13 +2553,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_LTV_90,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_METRICS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average revenue per customer within 90 days of their first purchase. Useful for evaluating short-term payback on acquisition.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_LTV, measures_js_1.MEASURE.ORDERS_LTV_180, measures_js_1.MEASURE.ORDERS_LTV_365],
     },
     [measures_js_1.MEASURE.ORDERS_LTV_180]: {
         title: 'LTV 180d',
@@ -1918,13 +2571,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_LTV_180,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_METRICS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average revenue per customer within 180 days of their first purchase. Captures two purchase cycles for most repeat-buy categories.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_LTV, measures_js_1.MEASURE.ORDERS_LTV_90, measures_js_1.MEASURE.ORDERS_LTV_365],
     },
     [measures_js_1.MEASURE.ORDERS_LTV_365]: {
         title: 'LTV 365d',
@@ -1933,13 +2589,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_LTV_365,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_METRICS,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average revenue per customer in the first full year after acquisition. A standard benchmark for paid acquisition payback periods.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_LTV, measures_js_1.MEASURE.ORDERS_LTV_90, measures_js_1.MEASURE.ORDERS_LTV_180],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE]: {
         title: 'Cohort Gross Revenue',
@@ -1948,13 +2607,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Gross Rev',
+        tooltip: 'Cumulative gross revenue generated by a customer cohort over time. Used for LTV cohort analysis across acquisition periods.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_AOV, measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE]: {
         title: 'Cohort Net Revenue',
@@ -1963,13 +2626,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Net Rev',
+        tooltip: 'Cumulative net revenue (after discounts and refunds) from a customer cohort over time.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_AOV, measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_NETT_REVENUE]: {
         title: 'Cohort Nett Revenue',
@@ -1978,13 +2645,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_NETT_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Nett Rev',
+        tooltip: 'Cumulative nett revenue (net of taxes) per cohort over time.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NETTS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NETS_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_NETTS_REVENUE]: {
         title: 'Cohort Netts Revenue',
@@ -1993,13 +2664,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_NETTS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Netts Rev',
+        tooltip: 'Cumulative netts revenue (net of taxes and shipping) per cohort over time.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_NETT_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NETS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_NETS_REVENUE]: {
         title: 'Cohort Nets Revenue',
@@ -2008,13 +2683,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_NETS_REVENUE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Nets Rev',
+        tooltip: 'Cumulative nets revenue (net of shipping) per cohort over time.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_NETT_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NETTS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_NET_REVENUE],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS]: {
         title: 'Cohort Customers',
@@ -2023,13 +2702,17 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'users',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Cust.',
+        tooltip: 'The number of customers who made their first purchase in the cohort period. The denominator for all per-customer cohort metrics.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_RETENTION_RATE, measures_js_1.MEASURE.ORDERS_COHORT_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_RETENTION_RATE]: {
         title: 'Cohort Retention Rate',
@@ -2038,13 +2721,19 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: 'percent',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_RETENTION_RATE,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        shortTitle: 'Cohort Retention',
+        tooltip: 'The percentage of customers in a cohort who made an additional purchase in a subsequent period. Higher retention drives LTV.',
+        formulaDisplay: 'Returning Cohort Customers ÷ Initial Cohort Customers × 100',
+        formula: 'returning_cohort_customers / initial_cohort_customers * 100',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS, measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_LTV],
     },
     [measures_js_1.MEASURE.ORDERS_COHORT_AOV]: {
         title: 'Cohort AOV',
@@ -2053,13 +2742,18 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: 'dollar-sign',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_COHORT_AOV,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.LIFETIME_VALUE,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.LTV_COHORT,
         valueType: measure_value_type_js_1.MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'Average order value for orders placed by customers in the cohort. Tracks whether AOV changes as a cohort matures.',
+        formulaDisplay: 'Cohort Revenue ÷ Cohort Order Count',
+        formula: 'cohort_revenue / cohort_order_count',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_COHORT_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_COHORT_CUSTOMERS, measures_js_1.MEASURE.ORDERS_NET_AOV],
     },
     [measures_js_1.MEASURE.ORDERS_TOP_PRODUCTS]: {
         title: 'Top Products',
@@ -2068,13 +2762,16 @@ exports.ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '',
         avgSuffix: '',
-        icon: 'package',
+        icon: measure_icon_js_1.MEASURE_ICON.SHOPIFY,
         measure: measures_js_1.MEASURE.ORDERS_TOP_PRODUCTS,
-        category: measure_categories_js_1.MEASURE_CATEGORY.SALES,
+        category: measure_categories_js_1.MEASURE_CATEGORY.ORDERS,
+        subcategory: measure_categories_js_1.MEASURE_SUBCATEGORY.ORDERS_COUNTS,
         valueType: measure_value_type_js_1.MeasureValueType.NUMBER,
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: measure_applicable_contexts_js_1.ATTRIBUTION_APPLICABLE_CONTEXTS,
+        tooltip: 'A ranking of products ordered by revenue contribution. Identifies the highest-impact products for merchandising and ad targeting.',
+        relatedMeasures: [measures_js_1.MEASURE.ORDERS_UNITS, measures_js_1.MEASURE.ORDERS_GROSS_REVENUE, measures_js_1.MEASURE.ORDERS_COUNT],
     },
 };
 //# sourceMappingURL=orders-measure-definitions.js.map