@adtrackify/at-tracking-event-types 4.57.1 → 4.59.0

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

@@ -39,7 +39,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'Unique Cust.',
+        shortTitle: 'Unique Customers',
         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.',
     },
     [MEASURE.ORDERS_UNITS]: {
@@ -122,7 +122,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_UNITS_PER_ORDER]: {
         priority: 12,
-        title: 'NC Units Per Order',
+        title: 'New Customer Units Per Order',
         description: 'Average units per order for new customers.',
         sumPrefix: '',
         sumSuffix: '',
@@ -143,7 +143,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_UNITS_PER_ORDER]: {
         priority: 22,
-        title: 'RC Units Per Order',
+        title: 'Returning Customer Units Per Order',
         description: 'Average units per order for returning customers.',
         sumPrefix: '',
         sumSuffix: '',
@@ -178,7 +178,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'Total Rev.',
+        shortTitle: 'Revenue (Total)',
         tooltip: 'The total dollar amount collected from all orders including shipping and taxes, before any refunds.',
     },
     [MEASURE.ORDERS_GROSS_REVENUE]: {
@@ -197,7 +197,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'Gross Rev.',
+        shortTitle: 'Revenue (Gross)',
         tooltip: 'Revenue from product sales before subtracting discounts or refunds. The starting point for margin calculations.',
     },
     [MEASURE.ORDERS_NET_REVENUE]: {
@@ -216,14 +216,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'Net Rev.',
+        shortTitle: 'Revenue (Net)',
         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',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_REVENUE]: {
         priority: 11,
-        title: 'NC Total Revenue',
+        title: 'New Customer Total Revenue',
         description: 'Total revenue from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -237,12 +237,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Total Rev.',
+        shortTitle: 'NC Revenue (Total)',
         tooltip: 'Total revenue collected from first-time buyers including shipping and taxes. Reflects the raw dollar value of acquisition.',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_REVENUE]: {
         priority: 12,
-        title: 'NC Gross Revenue',
+        title: 'New Customer Gross Revenue',
         description: 'Gross revenue from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -256,12 +256,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Gross Rev.',
+        shortTitle: 'NC Rev. (Gross)',
         tooltip: 'Gross product revenue from new customers before discounts and refunds. Used to calculate new customer gross margin.',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_REVENUE]: {
         priority: 13,
-        title: 'NC Net Revenue',
+        title: 'New Customer Net Revenue',
         description: 'Net revenue from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -275,12 +275,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Net Rev.',
+        shortTitle: 'NC Revenue (Net)',
         tooltip: 'Net revenue from new customers after discounts and refunds. The clearest measure of first-order monetization.',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_REVENUE]: {
         priority: 21,
-        title: 'RC Total Revenue',
+        title: 'Returning Customer Total Revenue',
         description: 'Total revenue from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -294,12 +294,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Total Rev.',
+        shortTitle: 'RC Rev. (Total)',
         tooltip: 'Total revenue from repeat buyers including shipping and taxes. High values indicate strong retention and LTV.',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_REVENUE]: {
         priority: 22,
-        title: 'RC Gross Revenue',
+        title: 'Returning Customer Gross Revenue',
         description: 'Gross revenue from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -313,12 +313,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Gross Rev.',
+        shortTitle: 'RC Revenue (Gross)',
         tooltip: 'Gross product revenue from returning customers before discounts and refunds.',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_REVENUE]: {
         priority: 23,
-        title: 'RC Net Revenue',
+        title: 'Returning Customer Net Revenue',
         description: 'Net revenue from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -332,12 +332,13 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Net Rev.',
+        shortTitle: 'RC Revenue (Net)',
         tooltip: 'Net revenue from returning customers after discounts and refunds. Key input for repeat-purchase profitability.',
     },
     [MEASURE.ORDERS_TOTAL_AOV]: {
         priority: 1,
         title: 'Total AOV',
+        shortTitle: 'AOV (Total)',
         description: 'Average order value based on total revenue.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -358,6 +359,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_GROSS_AOV]: {
         priority: 2,
         title: 'Gross AOV',
+        shortTitle: 'AOV (Gross)',
         description: 'Average order value based on gross revenue.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -378,6 +380,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NET_AOV]: {
         priority: 3,
         title: 'Net AOV',
+        shortTitle: 'AOV (Net)',
         description: 'Average order value based on net revenue.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -397,7 +400,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_AOV]: {
         priority: 11,
-        title: 'NC Total AOV',
+        title: 'New Customer Total AOV',
         description: 'Average order value for new customers (total revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -411,14 +414,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Total AOV',
+        shortTitle: 'NC AOV (Total)',
         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',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_AOV]: {
         priority: 12,
-        title: 'NC Gross AOV',
+        title: 'New Customer Gross AOV',
         description: 'Average order value for new customers (gross revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -432,14 +435,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Gross AOV',
+        shortTitle: 'NC AOV (Gross)',
         tooltip: 'Average gross revenue per order for new customers before discounts and refunds.',
         formulaDisplay: 'NC Gross Revenue ÷ NC Order Count',
         formula: 'nc_gross_revenue / nc_order_count',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_AOV]: {
         priority: 13,
-        title: 'NC Net AOV',
+        title: 'New Customer Net AOV',
         description: 'Average order value for new customers (net revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -453,14 +456,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Net AOV',
+        shortTitle: 'NC AOV (Net)',
         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',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_AOV]: {
         priority: 21,
-        title: 'RC Total AOV',
+        title: 'Returning Customer Total AOV',
         description: 'Average order value for returning customers (total revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -474,14 +477,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Total AOV',
+        shortTitle: 'RC AOV (Total)',
         tooltip: 'Average total transaction value for returning buyers. Typically higher than new customer AOV as loyal customers buy more.',
         formulaDisplay: 'RC Total Revenue ÷ RC Order Count',
         formula: 'rc_total_revenue / rc_order_count',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_AOV]: {
         priority: 22,
-        title: 'RC Gross AOV',
+        title: 'Returning Customer Gross AOV',
         description: 'Average order value for returning customers (gross revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -495,14 +498,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Gross AOV',
+        shortTitle: 'RC AOV (Gross)',
         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',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_AOV]: {
         priority: 23,
-        title: 'RC Net AOV',
+        title: 'Returning Customer Net AOV',
         description: 'Average order value for returning customers (net revenue).',
         sumPrefix: '$',
         sumSuffix: '',
@@ -516,7 +519,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Net AOV',
+        shortTitle: 'RC AOV (Net)',
         tooltip: 'Average net revenue per order for returning customers after discounts and refunds.',
         formulaDisplay: 'RC Net Revenue ÷ RC Order Count',
         formula: 'rc_net_revenue / rc_order_count',
@@ -524,6 +527,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_COGS]: {
         priority: 1,
         title: 'COGS',
+        shortTitle: 'COGS',
         description: 'Cost of goods sold.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -541,7 +545,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_COGS]: {
         priority: 11,
-        title: 'NC COGS',
+        title: 'New Customer COGS',
         shortTitle: 'NC COGS',
         description: 'COGS for new customer orders.',
         sumPrefix: '$',
@@ -560,7 +564,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_COGS]: {
         priority: 21,
-        title: 'RC COGS',
+        title: 'Returning Customer COGS',
         shortTitle: 'RC COGS',
         description: 'COGS for returning customer orders.',
         sumPrefix: '$',
@@ -580,6 +584,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_COGS_PER_ORDER]: {
         priority: 3,
         title: 'COGS Per Order',
+        shortTitle: 'COGS/Order',
         description: 'Average COGS per order.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -599,7 +604,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_COGS_PER_ORDER]: {
         priority: 13,
-        title: 'NC COGS Per Order',
+        title: 'New Customer COGS Per Order',
         description: 'Average COGS per order for new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -620,7 +625,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_PER_ORDER]: {
         priority: 23,
-        title: 'RC COGS Per Order',
+        title: 'Returning Customer COGS Per Order',
         description: 'Average COGS per order for returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -660,6 +665,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_REFUND_COUNT]: {
         priority: 2,
         title: 'Refund Count',
+        shortTitle: 'Refund Count',
         description: 'Number of refunded orders.',
         sumPrefix: '',
         sumSuffix: '',
@@ -678,6 +684,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_REFUND_PERCENT]: {
         priority: 3,
         title: 'Refund %',
+        shortTitle: 'Refund %',
         description: 'Percentage of orders refunded.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -756,7 +763,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_REFUND_PERCENT]: {
         priority: 7,
-        title: 'NC Refund %',
+        title: 'New Customer Refund %',
         shortTitle: 'NC Refund %',
         description: 'Percentage of new customer orders refunded.',
         sumPrefix: '',
@@ -836,7 +843,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_REFUND_PERCENT]: {
         priority: 11,
-        title: 'RC Refund %',
+        title: 'Returning Customer Refund %',
         shortTitle: 'RC Refund %',
         description: 'Percentage of returning customer orders refunded.',
         sumPrefix: '',
@@ -937,7 +944,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNTS]: {
         priority: 15,
-        title: 'NC Discount Amount',
+        title: 'New Customer Discount Amount',
         shortTitle: 'NC Discounts',
         description: 'Total discount amount for new customers.',
         sumPrefix: '$',
@@ -956,7 +963,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_PERCENT]: {
         priority: 16,
-        title: 'NC Discount %',
+        title: 'New Customer Discount %',
         shortTitle: 'NC Discount %',
         description: 'Discounts as percentage of new customer gross revenue.',
         sumPrefix: '',
@@ -977,7 +984,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_PER_ORDER]: {
         priority: 17,
-        title: 'NC Discount Per Order',
+        title: 'New Customer Discount Per Order',
         shortTitle: 'NC Discount/Order',
         description: 'Average discount per new customer order.',
         sumPrefix: '$',
@@ -998,7 +1005,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNTS]: {
         priority: 18,
-        title: 'RC Discount Amount',
+        title: 'Returning Customer Discount Amount',
         shortTitle: 'RC Discounts',
         description: 'Total discount amount for returning customers.',
         sumPrefix: '$',
@@ -1017,7 +1024,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_PERCENT]: {
         priority: 19,
-        title: 'RC Discount %',
+        title: 'Returning Customer Discount %',
         shortTitle: 'RC Discount %',
         description: 'Discounts as percentage of returning customer gross revenue.',
         sumPrefix: '',
@@ -1038,7 +1045,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_PER_ORDER]: {
         priority: 20,
-        title: 'RC Discount Per Order',
+        title: 'Returning Customer Discount Per Order',
         shortTitle: 'RC Discount/Order',
         description: 'Average discount per returning customer order.',
         sumPrefix: '$',
@@ -1119,7 +1126,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING]: {
         priority: 34,
-        title: 'NC Shipping Revenue',
+        title: 'New Customer Shipping Revenue',
         shortTitle: 'NC Shipping',
         description: 'Total shipping revenue from new customers.',
         sumPrefix: '$',
@@ -1138,7 +1145,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_PERCENT]: {
         priority: 35,
-        title: 'NC Shipping %',
+        title: 'New Customer Shipping %',
         shortTitle: 'NC Ship. %',
         description: 'Shipping as percentage of new customer total revenue.',
         sumPrefix: '',
@@ -1159,7 +1166,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_PER_ORDER]: {
         priority: 36,
-        title: 'NC Shipping Per Order',
+        title: 'New Customer Shipping Per Order',
         shortTitle: 'NC Shipping/Order',
         description: 'Average shipping per new customer order.',
         sumPrefix: '$',
@@ -1180,7 +1187,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING]: {
         priority: 37,
-        title: 'RC Shipping Revenue',
+        title: 'Returning Customer Shipping Revenue',
         shortTitle: 'RC Shipping',
         description: 'Total shipping revenue from returning customers.',
         sumPrefix: '$',
@@ -1199,7 +1206,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_PERCENT]: {
         priority: 38,
-        title: 'RC Shipping %',
+        title: 'Returning Customer Shipping %',
         shortTitle: 'RC Ship. %',
         description: 'Shipping as percentage of returning customer total revenue.',
         sumPrefix: '',
@@ -1220,7 +1227,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_PER_ORDER]: {
         priority: 39,
-        title: 'RC Shipping Per Order',
+        title: 'Returning Customer Shipping Per Order',
         shortTitle: 'RC Shipping/Order',
         description: 'Average shipping per returning customer order.',
         sumPrefix: '$',
@@ -1300,7 +1307,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TAX]: {
         priority: 44,
-        title: 'NC Tax Collected',
+        title: 'New Customer Tax Collected',
         shortTitle: 'NC Tax',
         description: 'Total tax collected from new customers.',
         sumPrefix: '$',
@@ -1319,7 +1326,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TAX_PERCENT]: {
         priority: 45,
-        title: 'NC Tax %',
+        title: 'New Customer Tax %',
         shortTitle: 'NC Tax %',
         description: 'Tax as percentage of new customer total revenue.',
         sumPrefix: '',
@@ -1340,7 +1347,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TAX_PER_ORDER]: {
         priority: 46,
-        title: 'NC Tax Per Order',
+        title: 'New Customer Tax Per Order',
         shortTitle: 'NC Tax/Order',
         description: 'Average tax per new customer order.',
         sumPrefix: '$',
@@ -1361,7 +1368,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TAX]: {
         priority: 47,
-        title: 'RC Tax Collected',
+        title: 'Returning Customer Tax Collected',
         shortTitle: 'RC Tax',
         description: 'Total tax collected from returning customers.',
         sumPrefix: '$',
@@ -1380,7 +1387,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TAX_PERCENT]: {
         priority: 48,
-        title: 'RC Tax %',
+        title: 'Returning Customer Tax %',
         shortTitle: 'RC Tax %',
         description: 'Tax as percentage of returning customer total revenue.',
         sumPrefix: '',
@@ -1401,7 +1408,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TAX_PER_ORDER]: {
         priority: 49,
-        title: 'RC Tax Per Order',
+        title: 'Returning Customer Tax Per Order',
         shortTitle: 'RC Tax/Order',
         description: 'Average tax per returning customer order.',
         sumPrefix: '$',
@@ -1464,7 +1471,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_CM1_PER_ORDER]: {
         priority: 5,
-        title: 'CM1 Per Order (Gross Margin Per Order)',
+        title: 'CM1 Per Order',
         shortTitle: 'CM1/Order',
         description: 'Average CM1 per order. Net Revenue minus Effective COGS divided by order count.',
         sumPrefix: '$',
@@ -1473,8 +1480,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM1_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1485,7 +1491,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_PER_ORDER]: {
         priority: 15,
-        title: 'NC CM1 Per Order',
+        title: 'New Customer CM1 Per Order',
         shortTitle: 'NC CM1/Order',
         description: 'Average CM1 per new customer order.',
         sumPrefix: '$',
@@ -1494,8 +1500,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1506,7 +1511,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PER_ORDER]: {
         priority: 25,
-        title: 'RC CM1 Per Order',
+        title: 'Returning Customer CM1 Per Order',
         shortTitle: 'RC CM1/Order',
         description: 'Average CM1 per returning customer order.',
         sumPrefix: '$',
@@ -1515,8 +1520,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1536,8 +1540,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM2_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1557,8 +1560,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM3_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1579,8 +1581,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM4_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1591,7 +1592,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_PER_ORDER]: {
         priority: 16,
-        title: 'NC CM2 Per Order',
+        title: 'New Customer CM2 Per Order',
         shortTitle: 'NC CM2/Order',
         description: 'Average CM2 per new customer order.',
         sumPrefix: '$',
@@ -1600,8 +1601,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1612,7 +1612,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_PER_ORDER]: {
         priority: 17,
-        title: 'NC CM3 Per Order',
+        title: 'New Customer CM3 Per Order',
         shortTitle: 'NC CM3/Order',
         description: 'Average CM3 per new customer order.',
         sumPrefix: '$',
@@ -1621,8 +1621,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1633,7 +1632,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM4_PER_ORDER]: {
         priority: 18,
-        title: 'NC CM4 Per Order',
+        title: 'New Customer CM4 Per Order',
         shortTitle: 'NC CM4/Order',
         description: 'Average CM4 (operating profit) per new customer order.',
         sumPrefix: '$',
@@ -1642,8 +1641,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1654,7 +1652,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PER_ORDER]: {
         priority: 26,
-        title: 'RC CM2 Per Order',
+        title: 'Returning Customer CM2 Per Order',
         shortTitle: 'RC CM2/Order',
         description: 'Average CM2 per returning customer order.',
         sumPrefix: '$',
@@ -1663,8 +1661,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1675,7 +1672,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PER_ORDER]: {
         priority: 27,
-        title: 'RC CM3 Per Order',
+        title: 'Returning Customer CM3 Per Order',
         shortTitle: 'RC CM3/Order',
         description: 'Average CM3 per returning customer order.',
         sumPrefix: '$',
@@ -1684,8 +1681,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1696,7 +1692,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PER_ORDER]: {
         priority: 28,
-        title: 'RC CM4 Per Order',
+        title: 'Returning Customer CM4 Per Order',
         shortTitle: 'RC CM4/Order',
         description: 'Average CM4 (operating profit) per returning customer order.',
         sumPrefix: '$',
@@ -1705,8 +1701,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1739,6 +1734,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NEW_CUSTOMERS]: {
         priority: 2,
         title: 'New Customers',
+        shortTitle: 'New Customers',
         description: 'Count of unique new customers.',
         sumPrefix: '',
         sumSuffix: '',
@@ -1770,12 +1766,12 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 0,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'Ret. Customers',
+        shortTitle: 'Returning Customers',
         tooltip: 'The number of distinct customers who have ordered before and purchased again in the period. Core retention metric.',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RATE]: {
         priority: 33,
-        title: 'NC Gross Revenue Rate',
+        title: 'New Customer Gross Revenue Rate',
         description: 'New customer gross revenue as percentage of total gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -1796,7 +1792,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RATE]: {
         priority: 34,
-        title: 'RC Gross Revenue Rate',
+        title: 'Returning Customer Gross Revenue Rate',
         description: 'Returning customer gross revenue as percentage of total gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -1898,6 +1894,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_DISCOUNT_COUNT]: {
         priority: 12,
         title: 'Discount Count',
+        shortTitle: 'Discount Count',
         description: 'Count of orders with discounts.',
         sumPrefix: '',
         sumSuffix: '',
@@ -1936,7 +1933,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_GROSS_RATE]: {
         priority: 16,
-        title: 'NC Discount Gross Rate',
+        title: 'New Customer Discount Gross Rate',
         description: 'New customer discount as percentage of gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -1950,14 +1947,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'NC Disc. Gross',
+        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',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_GROSS_RATE]: {
         priority: 17,
-        title: 'RC Discount Gross Rate',
+        title: 'Returning Customer Discount Gross Rate',
         description: 'Returning customer discount as percentage of gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -1971,14 +1968,14 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        shortTitle: 'RC Disc. Gross',
+        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',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_DISCOUNT_ORDER_RATE]: {
         priority: 18,
-        title: 'NC Discount Order Rate',
+        title: 'New Customer Discount Order Rate',
         description: 'Percentage of new customer orders with discount.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -1999,7 +1996,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_DISCOUNT_ORDER_RATE]: {
         priority: 19,
-        title: 'RC Discount Order Rate',
+        title: 'Returning Customer Discount Order Rate',
         description: 'Percentage of returning customer orders with discount.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2041,7 +2038,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_REFUND_PLUS_DISCOUNT]: {
         priority: 22,
-        title: 'NC Refund + Discount',
+        title: 'New Customer Refund + Discount',
         description: 'New customer refund and discount combined.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2062,7 +2059,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_REFUND_PLUS_DISCOUNT]: {
         priority: 23,
-        title: 'RC Refund + Discount',
+        title: 'Returning Customer Refund + Discount',
         description: 'Returning customer refund and discount combined.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2098,6 +2095,7 @@ export const ORDERS_MEASURES_MAP = {
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
         tooltip: 'The order subtotal before shipping and taxes are added. Reflects the product value customers commit to at checkout.',
+        hideFromUI: true,
     },
     [MEASURE.ORDERS_NET_PLUS_SHIPPING]: {
         priority: 5,
@@ -2119,6 +2117,7 @@ export const ORDERS_MEASURES_MAP = {
         tooltip: 'Net revenue plus shipping collected. Useful for businesses where shipping is a meaningful revenue contributor.',
         formulaDisplay: 'Net Revenue + Shipping',
         formula: 'net_revenue + shipping',
+        hideFromUI: true,
     },
     [MEASURE.ORDERS_CANCELLED_COUNT]: {
         priority: 51,
@@ -2160,7 +2159,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CANCELLED_COUNT]: {
         priority: 53,
-        title: 'NC Cancelled Orders',
+        title: 'New Customer Cancelled Orders',
         description: 'Count of cancelled orders from new customers.',
         sumPrefix: '',
         sumSuffix: '',
@@ -2179,7 +2178,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CANCELLED_AMOUNT]: {
         priority: 54,
-        title: 'NC Cancelled Amount',
+        title: 'New Customer Cancelled Amount',
         description: 'Cancelled order amount from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2217,7 +2216,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CANCELLED_AMOUNT]: {
         priority: 56,
-        title: 'RC Cancelled Amount',
+        title: 'Returning Customer Cancelled Amount',
         description: 'Cancelled order amount from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2244,8 +2243,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GROSS_PROFIT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2257,7 +2255,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT]: {
         priority: 2,
-        title: 'NC Gross Profit',
+        title: 'New Customer Gross Profit',
         description: 'Gross profit from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2265,8 +2263,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2276,7 +2273,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT]: {
         priority: 3,
-        title: 'RC Gross Profit',
+        title: 'Returning Customer Gross Profit',
         description: 'Gross profit from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2284,8 +2281,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2303,8 +2299,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GROSS_PROFIT_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2316,7 +2311,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT_GROSS_PERCENT]: {
         priority: 12,
-        title: 'NC Gross Profit % (of Gross)',
+        title: 'New Customer Gross Profit % (of Gross)',
         description: 'NC gross profit as percentage of NC gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2324,8 +2319,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2335,7 +2329,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT_GROSS_PERCENT]: {
         priority: 13,
-        title: 'RC Gross Profit % (of Gross)',
+        title: 'Returning Customer Gross Profit % (of Gross)',
         description: 'RC gross profit as percentage of RC gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2343,8 +2337,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT_GROSS_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2362,8 +2355,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GROSS_PROFIT_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2375,7 +2367,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT_PER_ORDER]: {
         priority: 22,
-        title: 'NC Gross Profit Per Order',
+        title: 'New Customer Gross Profit Per Order',
         description: 'Average gross profit per new customer order.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2383,8 +2375,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_PROFIT_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2394,7 +2385,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT_PER_ORDER]: {
         priority: 23,
-        title: 'RC Gross Profit Per Order',
+        title: 'Returning Customer Gross Profit Per Order',
         description: 'Average gross profit per returning customer order.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -2402,8 +2393,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_PROFIT_PER_ORDER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2434,7 +2424,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_COGS_GROSS_RATE]: {
         priority: 35,
-        title: 'NC COGS / Gross Rate',
+        title: 'New Customer COGS / Gross Rate',
         description: 'NC COGS as percentage of gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2455,7 +2445,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_GROSS_RATE]: {
         priority: 38,
-        title: 'RC COGS / Gross Rate',
+        title: 'Returning Customer COGS / Gross Rate',
         description: 'RC COGS as percentage of gross revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2497,7 +2487,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_COGS_NET_RATE]: {
         priority: 36,
-        title: 'NC COGS / Net Rate',
+        title: 'New Customer COGS / Net Rate',
         description: 'NC COGS as percentage of net revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2518,7 +2508,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_COGS_NET_RATE]: {
         priority: 39,
-        title: 'RC COGS / Net Rate',
+        title: 'Returning Customer COGS / Net Rate',
         description: 'RC COGS as percentage of net revenue.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -2664,7 +2654,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 0,
         useCompactNotation: true,
         applicableContexts: LTV_COHORT_APPLICABLE_CONTEXTS,
-        shortTitle: 'Cohort Cust.',
+        shortTitle: 'Cohort Customers',
         tooltip: 'The number of customers who made their first purchase in the cohort period. The denominator for all per-customer cohort metrics.',
     },
     [MEASURE.ORDERS_COHORT_RETENTION_PERCENT]: {
@@ -2711,6 +2701,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_TOP_PRODUCTS]: {
         priority: 9,
         title: 'Top Products',
+        shortTitle: 'Top Products',
         description: 'Top selling products by revenue.',
         sumPrefix: '',
         sumSuffix: '',
@@ -2728,7 +2719,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_CPA]: {
         priority: 2,
-        title: 'Cost Per Order',
+        title: 'CPA',
         shortTitle: 'CPA',
         description: 'The amount spent per order acquisition.',
         sumPrefix: '$',
@@ -2737,8 +2728,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CPA,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2749,7 +2739,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CPA]: {
         priority: 52,
-        title: 'New Customer Cost Per Order',
+        title: 'New Customer CPA',
         shortTitle: 'NC CPA',
         description: 'The amount spent per new customer order acquisition.',
         sumPrefix: '$',
@@ -2758,8 +2748,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CPA,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2770,8 +2759,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_TOTAL_ROAS]: {
         priority: 1,
-        title: 'Return on Ad Spend',
-        shortTitle: 'ROAS',
+        title: 'ROAS (Total Sales)',
+        shortTitle: 'ROAS (Total)',
         description: 'Total Order Revenue divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2779,8 +2768,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_TOTAL_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2792,7 +2780,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_GROSS_ROAS]: {
         priority: 3,
         title: 'ROAS (Gross Sales)',
-        shortTitle: 'ROAS Gross',
+        shortTitle: 'ROAS (Gross)',
         description: 'Gross Order Sales divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2800,8 +2788,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_GROSS_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2813,7 +2800,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NET_ROAS]: {
         priority: 4,
         title: 'ROAS (Net Sales)',
-        shortTitle: 'ROAS Net',
+        shortTitle: 'ROAS (Net)',
         description: 'Net Order Sales divided by Total Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2821,8 +2808,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NET_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2842,8 +2828,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2854,8 +2839,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_ROAS]: {
         priority: 12,
-        title: 'NC ROAS (Gross Sales)',
-        shortTitle: 'NC ROAS Gross',
+        title: 'New Customer ROAS (Gross Sales)',
+        shortTitle: 'NC ROAS (Gross)',
         description: 'New Customer Gross Order Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2863,8 +2848,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2875,8 +2859,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_ROAS]: {
         priority: 13,
-        title: 'NC ROAS (Net Sales)',
-        shortTitle: 'NC ROAS Net',
+        title: 'New Customer ROAS (Net Sales)',
+        shortTitle: 'NC ROAS (Net)',
         description: 'New Customer Net Order Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2884,8 +2868,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_NET_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2905,8 +2888,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CPA,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -2926,8 +2908,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2938,8 +2919,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_ROAS]: {
         priority: 22,
-        title: 'RC ROAS (Gross Sales)',
-        shortTitle: 'RC ROAS Gross',
+        title: 'Returning Customer ROAS (Gross Sales)',
+        shortTitle: 'RC ROAS (Gross)',
         description: 'Returning Customer Gross Order Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2947,8 +2928,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2959,8 +2939,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_ROAS]: {
         priority: 23,
-        title: 'RC ROAS (Net Sales)',
-        shortTitle: 'RC ROAS Net',
+        title: 'Returning Customer ROAS (Net Sales)',
+        shortTitle: 'RC ROAS (Net)',
         description: 'Returning Customer Net Order Sales divided by Ad Spend.',
         sumPrefix: '',
         sumSuffix: 'x',
@@ -2968,8 +2948,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_NET_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2989,8 +2968,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM1_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3011,8 +2989,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM2_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3033,8 +3010,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM3_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3045,7 +3021,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_ROAS]: {
         priority: 54,
-        title: 'NC CM1 ROAS',
+        title: 'New Customer CM1 ROAS',
         shortTitle: 'NC CM1 ROAS',
         description: 'New Customer CM1 (Gross Margin) divided by Ad Spend.',
         sumPrefix: '',
@@ -3054,8 +3030,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3066,7 +3041,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_ROAS]: {
         priority: 55,
-        title: 'NC CM2 ROAS',
+        title: 'New Customer CM2 ROAS',
         shortTitle: 'NC CM2 ROAS',
         description: 'New Customer CM2 divided by Ad Spend.',
         sumPrefix: '',
@@ -3075,8 +3050,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3087,7 +3061,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_ROAS]: {
         priority: 56,
-        title: 'NC CM3 ROAS',
+        title: 'New Customer CM3 ROAS',
         shortTitle: 'NC CM3 ROAS',
         description: 'New Customer CM3 divided by Ad Spend.',
         sumPrefix: '',
@@ -3096,8 +3070,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3108,7 +3081,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_ROAS]: {
         priority: 57,
-        title: 'RC CM1 ROAS',
+        title: 'Returning Customer CM1 ROAS',
         shortTitle: 'RC CM1 ROAS',
         description: 'Returning Customer CM1 (Gross Margin) divided by Ad Spend.',
         sumPrefix: '',
@@ -3117,8 +3090,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3129,7 +3101,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_ROAS]: {
         priority: 58,
-        title: 'RC CM2 ROAS',
+        title: 'Returning Customer CM2 ROAS',
         shortTitle: 'RC CM2 ROAS',
         description: 'Returning Customer CM2 divided by Ad Spend.',
         sumPrefix: '',
@@ -3138,8 +3110,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3150,7 +3121,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_ROAS]: {
         priority: 59,
-        title: 'RC CM3 ROAS',
+        title: 'Returning Customer CM3 ROAS',
         shortTitle: 'RC CM3 ROAS',
         description: 'Returning Customer CM3 divided by Ad Spend.',
         sumPrefix: '',
@@ -3159,8 +3130,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: 'x',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_ROAS,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.MULTIPLIER,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3180,8 +3150,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_TOTAL_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3193,7 +3162,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_GROSS_MER]: {
         priority: 32,
         title: 'MER (Gross Sales)',
-        shortTitle: 'MER Gross',
+        shortTitle: 'MER (Gross)',
         description: 'Marketing Efficiency Ratio using Gross Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3201,8 +3170,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_GROSS_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3214,7 +3182,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NET_MER]: {
         priority: 33,
         title: 'MER (Net Sales)',
-        shortTitle: 'MER Net',
+        shortTitle: 'MER (Net)',
         description: 'Marketing Efficiency Ratio using Net Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3222,8 +3190,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NET_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3234,7 +3201,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_MER]: {
         priority: 36,
-        title: 'NC Marketing Efficiency Ratio',
+        title: 'New Customer Marketing Efficiency Ratio',
         shortTitle: 'NC MER',
         description: 'Marketing Efficiency Ratio using New Customer Order Revenue.',
         sumPrefix: '',
@@ -3243,8 +3210,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3256,7 +3222,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MER]: {
         priority: 37,
         title: 'NC MER (Gross Sales)',
-        shortTitle: 'NC MER Gross',
+        shortTitle: 'NC MER (Gross)',
         description: 'Marketing Efficiency Ratio using New Customer Gross Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3264,8 +3230,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3276,8 +3241,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_MER]: {
         priority: 38,
-        title: 'NC MER (Net Sales)',
-        shortTitle: 'NC MER Net',
+        title: 'New Customer MER (Net Sales)',
+        shortTitle: 'NC MER (Net)',
         description: 'Marketing Efficiency Ratio using New Customer Net Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3285,8 +3250,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_NET_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3297,7 +3261,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_MER]: {
         priority: 41,
-        title: 'RC Marketing Efficiency Ratio',
+        title: 'Returning Customer Marketing Efficiency Ratio',
         shortTitle: 'RC MER',
         description: 'Marketing Efficiency Ratio using Returning Customer Order Revenue.',
         sumPrefix: '',
@@ -3306,8 +3270,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3318,8 +3281,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MER]: {
         priority: 42,
-        title: 'RC MER (Gross Sales)',
-        shortTitle: 'RC MER Gross',
+        title: 'Returning Customer MER (Gross Sales)',
+        shortTitle: 'RC MER (Gross)',
         description: 'Marketing Efficiency Ratio using Returning Customer Gross Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3327,8 +3290,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3339,8 +3301,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MER]: {
         priority: 43,
-        title: 'RC MER (Net Sales)',
-        shortTitle: 'RC MER Net',
+        title: 'Returning Customer MER (Net Sales)',
+        shortTitle: 'RC MER (Net)',
         description: 'Marketing Efficiency Ratio using Returning Customer Net Order Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3348,8 +3310,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_NET_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3369,8 +3330,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM1_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3391,8 +3351,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM2_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3413,8 +3372,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM3_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3425,7 +3383,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_MER]: {
         priority: 64,
-        title: 'NC CM1 MER',
+        title: 'New Customer CM1 MER',
         shortTitle: 'NC CM1 MER',
         description: 'Marketing Efficiency Ratio using New Customer CM1.',
         sumPrefix: '',
@@ -3434,8 +3392,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3446,7 +3403,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_MER]: {
         priority: 65,
-        title: 'NC CM2 MER',
+        title: 'New Customer CM2 MER',
         shortTitle: 'NC CM2 MER',
         description: 'Marketing Efficiency Ratio using New Customer CM2.',
         sumPrefix: '',
@@ -3455,8 +3412,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3467,7 +3423,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_MER]: {
         priority: 66,
-        title: 'NC CM3 MER',
+        title: 'New Customer CM3 MER',
         shortTitle: 'NC CM3 MER',
         description: 'Marketing Efficiency Ratio using New Customer CM3.',
         sumPrefix: '',
@@ -3476,8 +3432,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3488,7 +3443,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_MER]: {
         priority: 67,
-        title: 'RC CM1 MER',
+        title: 'Returning Customer CM1 MER',
         shortTitle: 'RC CM1 MER',
         description: 'Marketing Efficiency Ratio using Returning Customer CM1.',
         sumPrefix: '',
@@ -3497,8 +3452,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3509,7 +3463,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_MER]: {
         priority: 68,
-        title: 'RC CM2 MER',
+        title: 'Returning Customer CM2 MER',
         shortTitle: 'RC CM2 MER',
         description: 'Marketing Efficiency Ratio using Returning Customer CM2.',
         sumPrefix: '',
@@ -3518,8 +3472,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3530,7 +3483,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_MER]: {
         priority: 69,
-        title: 'RC CM3 MER',
+        title: 'Returning Customer CM3 MER',
         shortTitle: 'RC CM3 MER',
         description: 'Marketing Efficiency Ratio using Returning Customer CM3.',
         sumPrefix: '',
@@ -3539,8 +3492,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_MER,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3560,8 +3512,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_TOTAL_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3573,7 +3524,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_GROSS_RAAD]: {
         priority: 72,
         title: 'RAAD (Gross Sales)',
-        shortTitle: 'RAAD Gross',
+        shortTitle: 'RAAD (Gross)',
         description: 'Gross Order Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -3581,8 +3532,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_GROSS_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3594,7 +3544,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NET_RAAD]: {
         priority: 73,
         title: 'RAAD (Net Sales)',
-        shortTitle: 'RAAD Net',
+        shortTitle: 'RAAD (Net)',
         description: 'Net Order Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -3602,8 +3552,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NET_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3623,8 +3572,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_TOTAL_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3644,8 +3592,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_GROSS_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3657,7 +3604,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NET_RAAD_PERCENT]: {
         priority: 76,
         title: 'RAAD % of Net Sales',
-        shortTitle: 'RAAD % Net',
+        shortTitle: 'RAAD % (Net)',
         description: 'Revenue After Ad Spend as percentage of Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3665,8 +3612,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NET_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3677,7 +3623,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_RAAD]: {
         priority: 77,
-        title: 'NC Revenue After Ad Spend',
+        title: 'New Customer Revenue After Ad Spend',
         shortTitle: 'NC RAAD',
         description: 'New Customer Order Revenue minus Ad Spend.',
         sumPrefix: '$',
@@ -3686,8 +3632,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3698,7 +3643,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RAAD]: {
         priority: 78,
-        title: 'NC RAAD (Gross Sales)',
+        title: 'New Customer RAAD (Gross Sales)',
         shortTitle: 'NC RAAD Gross',
         description: 'New Customer Gross Order Sales minus Ad Spend.',
         sumPrefix: '$',
@@ -3707,8 +3652,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3719,8 +3663,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_RAAD]: {
         priority: 79,
-        title: 'NC RAAD (Net Sales)',
-        shortTitle: 'NC RAAD Net',
+        title: 'New Customer RAAD (Net Sales)',
+        shortTitle: 'NC RAAD (Net)',
         description: 'New Customer Net Order Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -3728,8 +3672,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_NET_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3740,7 +3683,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_RAAD_PERCENT]: {
         priority: 80,
-        title: 'NC RAAD % of Total Revenue',
+        title: 'New Customer RAAD % of Total Revenue',
         shortTitle: 'NC RAAD %',
         description: 'NC Revenue After Ad Spend as percentage of NC Total Revenue.',
         sumPrefix: '',
@@ -3749,8 +3692,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3761,8 +3703,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RAAD_PERCENT]: {
         priority: 81,
-        title: 'NC RAAD % of Gross Sales',
-        shortTitle: 'NC RAAD % Gross',
+        title: 'New Customer RAAD % of Gross Sales',
+        shortTitle: 'NC RAAD % (Gross)',
         description: 'NC Revenue After Ad Spend as percentage of NC Gross Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3770,8 +3712,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_GROSS_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3782,8 +3723,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_NET_RAAD_PERCENT]: {
         priority: 82,
-        title: 'NC RAAD % of Net Sales',
-        shortTitle: 'NC RAAD % Net',
+        title: 'New Customer RAAD % of Net Sales',
+        shortTitle: 'NC RAAD % (Net)',
         description: 'NC Revenue After Ad Spend as percentage of NC Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3791,8 +3732,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_NET_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3803,7 +3743,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_RAAD]: {
         priority: 83,
-        title: 'RC Revenue After Ad Spend',
+        title: 'Returning Customer Revenue After Ad Spend',
         shortTitle: 'RC RAAD',
         description: 'Returning Customer Order Revenue minus Ad Spend.',
         sumPrefix: '$',
@@ -3812,8 +3752,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3824,8 +3763,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RAAD]: {
         priority: 84,
-        title: 'RC RAAD (Gross Sales)',
-        shortTitle: 'RC RAAD Gross',
+        title: 'Returning Customer RAAD (Gross Sales)',
+        shortTitle: 'RC RAAD (Gross)',
         description: 'Returning Customer Gross Order Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -3833,8 +3772,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3845,8 +3783,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_RAAD]: {
         priority: 85,
-        title: 'RC RAAD (Net Sales)',
-        shortTitle: 'RC RAAD Net',
+        title: 'Returning Customer RAAD (Net Sales)',
+        shortTitle: 'RC RAAD (Net)',
         description: 'Returning Customer Net Order Sales minus Ad Spend.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -3854,8 +3792,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_NET_RAAD,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3866,7 +3803,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_RAAD_PERCENT]: {
         priority: 86,
-        title: 'RC RAAD % of Total Revenue',
+        title: 'Returning Customer RAAD % of Total Revenue',
         shortTitle: 'RC RAAD %',
         description: 'RC Revenue After Ad Spend as percentage of RC Total Revenue.',
         sumPrefix: '',
@@ -3875,8 +3812,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3887,7 +3823,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RAAD_PERCENT]: {
         priority: 87,
-        title: 'RC RAAD % of Gross Sales',
+        title: 'Returning Customer RAAD % of Gross Sales',
         shortTitle: 'RC RAAD % Gross',
         description: 'RC Revenue After Ad Spend as percentage of RC Gross Sales.',
         sumPrefix: '',
@@ -3896,8 +3832,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GROSS_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3908,8 +3843,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_NET_RAAD_PERCENT]: {
         priority: 88,
-        title: 'RC RAAD % of Net Sales',
-        shortTitle: 'RC RAAD % Net',
+        title: 'Returning Customer RAAD % of Net Sales',
+        shortTitle: 'RC RAAD % (Net)',
         description: 'RC Revenue After Ad Spend as percentage of RC Net Sales.',
         sumPrefix: '',
         sumSuffix: '%',
@@ -3917,8 +3852,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_NET_RAAD_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3939,8 +3873,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM2,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3961,8 +3894,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM2_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3973,7 +3905,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2]: {
         priority: 12,
-        title: 'NC Contribution Margin 2',
+        title: 'New Customer Contribution Margin 2',
         shortTitle: 'NC CM2',
         description: 'New customer CM1 minus shipping, gateway, and variable costs.',
         sumPrefix: '$',
@@ -3982,8 +3914,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -3994,7 +3925,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_PERCENT]: {
         priority: 36,
-        title: 'NC CM2 Margin',
+        title: 'New Customer CM2 Margin',
         shortTitle: 'NC CM2 %',
         description: 'NC CM2 as a percentage of NC Net Revenue.',
         sumPrefix: '',
@@ -4003,8 +3934,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4015,7 +3945,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2]: {
         priority: 22,
-        title: 'RC Contribution Margin 2',
+        title: 'Returning Customer Contribution Margin 2',
         shortTitle: 'RC CM2',
         description: 'Returning customer CM1 minus shipping, gateway, and variable costs.',
         sumPrefix: '$',
@@ -4024,8 +3954,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4036,7 +3965,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PERCENT]: {
         priority: 40,
-        title: 'RC CM2 Margin',
+        title: 'Returning Customer CM2 Margin',
         shortTitle: 'RC CM2 %',
         description: 'RC CM2 as a percentage of RC Net Revenue.',
         sumPrefix: '',
@@ -4045,8 +3974,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4067,8 +3995,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM3,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4089,8 +4016,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM3_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4101,7 +4027,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3]: {
         priority: 13,
-        title: 'NC Contribution Margin 3',
+        title: 'New Customer Contribution Margin 3',
         shortTitle: 'NC CM3',
         description: 'New customer CM2 minus ad spend.',
         sumPrefix: '$',
@@ -4110,8 +4036,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4122,7 +4047,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_PERCENT]: {
         priority: 37,
-        title: 'NC CM3 Margin',
+        title: 'New Customer CM3 Margin',
         shortTitle: 'NC CM3 %',
         description: 'NC CM3 as a percentage of NC Net Revenue.',
         sumPrefix: '',
@@ -4131,8 +4056,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4143,7 +4067,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3]: {
         priority: 23,
-        title: 'RC Contribution Margin 3',
+        title: 'Returning Customer Contribution Margin 3',
         shortTitle: 'RC CM3',
         description: 'Returning customer CM2 minus ad spend.',
         sumPrefix: '$',
@@ -4152,8 +4076,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4164,7 +4087,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PERCENT]: {
         priority: 41,
-        title: 'RC CM3 Margin',
+        title: 'Returning Customer CM3 Margin',
         shortTitle: 'RC CM3 %',
         description: 'RC CM3 as a percentage of RC Net Revenue.',
         sumPrefix: '',
@@ -4173,8 +4096,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4195,8 +4117,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM4,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4217,8 +4138,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM4_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4229,7 +4149,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM4]: {
         priority: 14,
-        title: 'NC CM4 (Operating Profit)',
+        title: 'New Customer CM4 (Operating Profit)',
         shortTitle: 'NC CM4',
         description: 'New customer CM3 minus Fixed Costs. Operating profit from new customer acquisitions.',
         sumPrefix: '$',
@@ -4238,8 +4158,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4250,7 +4169,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM4_PERCENT]: {
         priority: 38,
-        title: 'NC CM4 % (Operating Margin)',
+        title: 'New Customer CM4 % (Operating Margin)',
         shortTitle: 'NC CM4 %',
         description: 'NC CM4 as a percentage of NC Net Revenue. Operating margin from new customers.',
         sumPrefix: '',
@@ -4259,8 +4178,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4271,7 +4189,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4]: {
         priority: 24,
-        title: 'RC CM4 (Operating Profit)',
+        title: 'Returning Customer CM4 (Operating Profit)',
         shortTitle: 'RC CM4',
         description: 'Returning customer CM3 minus Fixed Costs. Operating profit from repeat purchases.',
         sumPrefix: '$',
@@ -4280,8 +4198,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4292,7 +4209,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PERCENT]: {
         priority: 42,
-        title: 'RC CM4 % (Operating Margin)',
+        title: 'Returning Customer CM4 % (Operating Margin)',
         shortTitle: 'RC CM4 %',
         description: 'RC CM4 as a percentage of RC Net Revenue. Operating margin from returning customers.',
         sumPrefix: '',
@@ -4301,8 +4218,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4322,8 +4238,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM1,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4343,8 +4258,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.CHANNEL,
         measure: MEASURE.ORDERS_CM1_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4355,7 +4269,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1]: {
         priority: 11,
-        title: 'NC CM1 (Gross Margin)',
+        title: 'New Customer CM1 (Gross Margin)',
         shortTitle: 'NC CM1',
         description: 'New customer Net Revenue minus Effective COGS. Includes impact of returns/discounts.',
         sumPrefix: '$',
@@ -4364,8 +4278,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4376,7 +4289,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_PERCENT]: {
         priority: 35,
-        title: 'NC CM1 % (Gross Margin %)',
+        title: 'New Customer CM1 % (Gross Margin %)',
         shortTitle: 'NC CM1 %',
         description: 'NC CM1 as a percentage of NC Net Revenue. Includes impact of returns/discounts.',
         sumPrefix: '',
@@ -4385,8 +4298,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4397,7 +4309,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1]: {
         priority: 21,
-        title: 'RC CM1 (Gross Margin)',
+        title: 'Returning Customer CM1 (Gross Margin)',
         shortTitle: 'RC CM1',
         description: 'Returning customer Net Revenue minus Effective COGS. Includes impact of returns/discounts.',
         sumPrefix: '$',
@@ -4406,8 +4318,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -4418,7 +4329,7 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PERCENT]: {
         priority: 39,
-        title: 'RC CM1 % (Gross Margin %)',
+        title: 'Returning Customer CM1 % (Gross Margin %)',
         shortTitle: 'RC CM1 %',
         description: 'RC CM1 as a percentage of RC Net Revenue. Includes impact of returns/discounts.',
         sumPrefix: '',
@@ -4427,8 +4338,7 @@ export const ORDERS_MEASURES_MAP = {
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,