@adtrackify/at-tracking-event-types 4.63.3 → 4.64.1

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

@@ -656,7 +656,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_HANDLING_COST,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -675,7 +675,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_HANDLING_COST_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -696,7 +696,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_HANDLING_COST_PERCENT,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -717,7 +717,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GATEWAY_COST,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -736,7 +736,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GATEWAY_COST_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -757,7 +757,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_GATEWAY_COST_PERCENT,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -778,7 +778,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_SHIPPING_COST,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
@@ -797,7 +797,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_SHIPPING_COST_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -818,7 +818,7 @@ export const ORDERS_MEASURES_MAP = {
         icon: MEASURE_ICON.SHOPIFY,
         measure: MEASURE.ORDERS_SHIPPING_COST_PERCENT,
         category: MEASURE_CATEGORY.ORDERS,
-        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -829,9 +829,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_OTHER_COST]: {
         priority: 10,
-        title: 'Order Cost (Other)',
-        shortTitle: 'Order Cost (Other)',
-        description: 'Order costs from Cost Settings including per-order, per-line-item, per-refund, weight-based, quantity-based, and percentage-based fees.',
+        title: 'Other Cost',
+        shortTitle: 'Other Cost',
+        description: 'Other variable order costs (per-order, per-line-item, percentage-based).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
@@ -844,13 +844,13 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Order costs from Cost Settings including per-order, per-line-item, per-refund, weight-based, quantity-based, and percentage-based fees.',
+        tooltip: 'Other variable order costs including per-order fees, per-line-item fees, and percentage-based costs.',
     },
     [MEASURE.ORDERS_OTHER_COST_PER_ORDER]: {
         priority: 11,
-        title: 'Order Cost (Other) Per Order',
-        shortTitle: 'Order Cost (Other)/Order',
-        description: 'Average Order Cost (Other) per order.',
+        title: 'Other Cost Per Order',
+        shortTitle: 'Other Cost/Order',
+        description: 'Average other cost per order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
@@ -863,15 +863,15 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Average Order Cost (Other) per order.',
-        formulaDisplay: 'Order Cost (Other) ÷ Order Count',
+        tooltip: 'Average other variable cost per order.',
+        formulaDisplay: '(Other Cost) ÷ (Order Count)',
         formula: '(other_cost) / (order_count)',
     },
     [MEASURE.ORDERS_OTHER_COST_PERCENT]: {
         priority: 12,
-        title: 'Order Cost (Other) %',
-        shortTitle: 'Order Cost (Other) %',
-        description: 'Order Cost (Other) as a percentage of net revenue.',
+        title: 'Other Cost %',
+        shortTitle: 'Other Cost %',
+        description: 'Other cost as percentage of net revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
@@ -884,72 +884,632 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Order Cost (Other) as a percentage of net revenue.',
-        formulaDisplay: 'Order Cost (Other) ÷ Net Revenue × 100',
+        tooltip: 'Other variable cost as a percentage of net revenue.',
+        formulaDisplay: '(Other Cost) ÷ (Net Revenue) × 100',
         formula: '((other_cost) / (net_revenue)) * 100',
     },
-    [MEASURE.ORDERS_ORDER_COST_TOTAL]: {
-        priority: 13,
-        title: 'Order Cost (Total)',
-        shortTitle: 'Order Cost (Total)',
-        description: 'Total order costs: Handling Cost + Gateway Cost + Shipping Cost + Order Cost (Other).',
+    [MEASURE.ORDERS_OTHER_COGS]: {
+        priority: 25,
+        title: 'Other COGS',
+        shortTitle: 'Other COGS',
+        description: 'User-defined cost of goods sold from order cost entries with category COGS.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_OTHER_COGS,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined COGS from order cost entries. Combined with product COGS to calculate Total COGS.',
+        formulaDisplay: 'Sum of order cost entries where category = COGS',
+    },
+    [MEASURE.ORDERS_TOTAL_COGS]: {
+        priority: 26,
+        title: 'Total COGS',
+        shortTitle: 'Total COGS',
+        description: 'Total cost of goods sold including product costs and user-defined COGS.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_TOTAL_COGS,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total COGS combining product variant costs and user-defined COGS entries. Deducted from Net Revenue to calculate CM1.',
+        formulaDisplay: 'COGS + Other COGS',
+    },
+    [MEASURE.ORDERS_OTHER_FULFILLMENT_COST]: {
+        priority: 27,
+        title: 'Other Fulfillment Cost',
+        shortTitle: 'Other Fulfillment',
+        description: 'User-defined fulfillment costs from order cost entries with category FULFILLMENT.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_OTHER_FULFILLMENT_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined fulfillment costs from order cost entries. Includes packaging and other fulfillment fees.',
+        formulaDisplay: 'Sum of order cost entries with category Fulfillment',
+    },
+    [MEASURE.ORDERS_TOTAL_FULFILLMENT_COST]: {
+        priority: 28,
+        title: 'Total Fulfillment Cost',
+        shortTitle: 'Total Fulfillment',
+        description: 'Total fulfillment costs including shipping, handling, and user-defined fulfillment.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_TOTAL_FULFILLMENT_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total fulfillment costs combining shipping, handling, and user-defined fulfillment. Deducted from CM1 to calculate CM2.',
+        formulaDisplay: 'Shipping Cost + Handling Cost + Other Fulfillment',
+    },
+    [MEASURE.ORDERS_OTHER_TRANSACTION_COST]: {
+        priority: 29,
+        title: 'Other Transaction Cost',
+        shortTitle: 'Other Transaction',
+        description: 'User-defined transaction costs from order cost entries with category TRANSACTION.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_OTHER_TRANSACTION_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined transaction costs from order cost entries. Includes additional payment processing fees.',
+        formulaDisplay: 'Sum of order cost entries with category Transaction',
+    },
+    [MEASURE.ORDERS_TOTAL_TRANSACTION_COST]: {
+        priority: 30,
+        title: 'Total Transaction Cost',
+        shortTitle: 'Total Transaction',
+        description: 'Total transaction costs including gateway fees and user-defined transaction costs.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_TOTAL_TRANSACTION_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total transaction costs combining payment gateway fees and user-defined transaction costs. Deducted from CM1 to calculate CM2.',
+        formulaDisplay: 'Gateway Cost + Other Transaction',
+    },
+    [MEASURE.ORDERS_MARKETING_COST]: {
+        priority: 19,
+        title: 'Marketing Cost',
+        shortTitle: 'Marketing Cost',
+        description: 'User-defined marketing costs from order cost entries with category MARKETING.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_MARKETING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined marketing costs from order cost entries. Combined with Ad Spend and deducted from CM2 to calculate CM3.',
+        formulaDisplay: 'Sum of order cost entries with category Marketing',
+    },
+    [MEASURE.ORDERS_AGENCY_FEES_COST]: {
+        priority: 32,
+        title: 'Agency Fees',
+        shortTitle: 'Agency Fees',
+        description: 'User-defined agency fees from order cost entries with category AGENCY_FEES.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_AGENCY_FEES_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined agency fees from order cost entries. Deducted from CM3 to calculate CM4.',
+        formulaDisplay: 'Sum of order cost entries with category Agency Fees',
+    },
+    [MEASURE.ORDERS_OPEX_COST]: {
+        priority: 21,
+        title: 'Opex',
+        shortTitle: 'Opex',
+        description: 'User-defined operating expenses from order cost entries with category OPEX.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_OPEX_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined operating expenses from order cost entries. Deducted from CM3 to calculate CM4.',
+        formulaDisplay: 'Sum of order cost entries with category Operating Expenses',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_COST]: {
+        priority: 40,
+        title: 'New Customer Shipping Cost',
+        shortTitle: 'NC Shipping Cost',
+        description: 'Shipping costs for new customer orders.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
-        measure: MEASURE.ORDERS_ORDER_COST_TOTAL,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total shipping costs for orders placed by new customers.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_COST]: {
+        priority: 41,
+        title: 'Returning Customer Shipping Cost',
+        shortTitle: 'RC Shipping Cost',
+        description: 'Shipping costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total shipping costs for orders placed by returning customers.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_HANDLING_COST]: {
+        priority: 42,
+        title: 'New Customer Handling Cost',
+        shortTitle: 'NC Handling Cost',
+        description: 'Handling costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_HANDLING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total handling costs for orders placed by new customers.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_HANDLING_COST]: {
+        priority: 43,
+        title: 'Returning Customer Handling Cost',
+        shortTitle: 'RC Handling Cost',
+        description: 'Handling costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_HANDLING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total handling costs for orders placed by returning customers.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_GATEWAY_COST]: {
+        priority: 44,
+        title: 'New Customer Gateway Cost',
+        shortTitle: 'NC Gateway Cost',
+        description: 'Payment gateway costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_GATEWAY_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total payment gateway fees for orders placed by new customers.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_GATEWAY_COST]: {
+        priority: 45,
+        title: 'Returning Customer Gateway Cost',
+        shortTitle: 'RC Gateway Cost',
+        description: 'Payment gateway costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_GATEWAY_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total payment gateway fees for orders placed by returning customers.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_OTHER_COGS]: {
+        priority: 46,
+        title: 'New Customer Other COGS',
+        shortTitle: 'NC Other COGS',
+        description: 'User-defined COGS for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_OTHER_COGS,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined cost of goods sold from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_COGS]: {
+        priority: 47,
+        title: 'Returning Customer Other COGS',
+        shortTitle: 'RC Other COGS',
+        description: 'User-defined COGS for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_COGS,
         category: MEASURE_CATEGORY.ORDERS,
         subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Total order costs: Handling Cost + Gateway Cost + Shipping Cost + Order Cost (Other). Deducted from CM1 to calculate CM2.',
-        formulaDisplay: 'Handling Cost + Gateway Cost + Shipping Cost + Order Cost (Other)',
+        tooltip: 'User-defined cost of goods sold from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_OTHER_FULFILLMENT_COST]: {
+        priority: 48,
+        title: 'New Customer Other Fulfillment Cost',
+        shortTitle: 'NC Other Fulfillment',
+        description: 'User-defined fulfillment costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_OTHER_FULFILLMENT_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined fulfillment costs from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_FULFILLMENT_COST]: {
+        priority: 49,
+        title: 'Returning Customer Other Fulfillment Cost',
+        shortTitle: 'RC Other Fulfillment',
+        description: 'User-defined fulfillment costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_FULFILLMENT_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_FULFILLMENT,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined fulfillment costs from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_OTHER_TRANSACTION_COST]: {
+        priority: 50,
+        title: 'New Customer Other Transaction Cost',
+        shortTitle: 'NC Other Transaction',
+        description: 'User-defined transaction costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_OTHER_TRANSACTION_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined transaction costs from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_TRANSACTION_COST]: {
+        priority: 51,
+        title: 'Returning Customer Other Transaction Cost',
+        shortTitle: 'RC Other Transaction',
+        description: 'User-defined transaction costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_OTHER_TRANSACTION_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_TRANSACTION,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined transaction costs from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_MARKETING_COST]: {
+        priority: 52,
+        title: 'New Customer Marketing Cost',
+        shortTitle: 'NC Marketing Cost',
+        description: 'User-defined marketing costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_MARKETING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined marketing costs from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_MARKETING_COST]: {
+        priority: 53,
+        title: 'Returning Customer Marketing Cost',
+        shortTitle: 'RC Marketing Cost',
+        description: 'User-defined marketing costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_MARKETING_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined marketing costs from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_AGENCY_FEES_COST]: {
+        priority: 54,
+        title: 'New Customer Agency Fees',
+        shortTitle: 'NC Agency Fees',
+        description: 'User-defined agency fees for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_AGENCY_FEES_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined agency fees from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_AGENCY_FEES_COST]: {
+        priority: 55,
+        title: 'Returning Customer Agency Fees',
+        shortTitle: 'RC Agency Fees',
+        description: 'User-defined agency fees for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_AGENCY_FEES_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined agency fees from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_OPEX_COST]: {
+        priority: 56,
+        title: 'New Customer Opex',
+        shortTitle: 'NC Opex',
+        description: 'User-defined operating expenses for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_OPEX_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined operating expenses from order cost entries for new customer orders.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_OPEX_COST]: {
+        priority: 57,
+        title: 'Returning Customer Opex',
+        shortTitle: 'RC Opex',
+        description: 'User-defined operating expenses for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_OPEX_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'User-defined operating expenses from order cost entries for returning customer orders.',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_OTHER_COST]: {
+        priority: 58,
+        title: 'New Customer Total Other Cost',
+        shortTitle: 'NC Total Other Cost',
+        description: 'Total other costs for new customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_TOTAL_OTHER_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total other costs for orders placed by new customers. Deducted from CM3 to calculate CM4.',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_OTHER_COST]: {
+        priority: 59,
+        title: 'Returning Customer Total Other Cost',
+        shortTitle: 'RC Total Other Cost',
+        description: 'Total other costs for returning customer orders.',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_TOTAL_OTHER_COST,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total other costs for orders placed by returning customers. Deducted from CM3 to calculate CM4.',
+    },
+    [MEASURE.ORDERS_VARIABLE_COSTS]: {
+        priority: 33,
+        title: 'Variable Costs',
+        shortTitle: 'Variable Costs',
+        description: 'Total variable order costs (handling + gateway + shipping + other).',
+        sumPrefix: '$',
+        sumSuffix: '',
+        avgPrefix: '$',
+        avgSuffix: '',
+        icon: MEASURE_ICON.SHOPIFY,
+        measure: MEASURE.ORDERS_VARIABLE_COSTS,
+        category: MEASURE_CATEGORY.ORDERS,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
+        valueType: MeasureValueType.CURRENCY,
+        decimalPlaces: 2,
+        useCompactNotation: true,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Total variable order costs including handling, gateway fees, shipping costs, and other fees. Deducted from CM1 to calculate CM2.',
+        formulaDisplay: '(Handling Cost) + (Gateway Cost) + (Shipping Cost) + (Other Cost)',
         formula: '(handling_cost) + (gateway_cost) + (shipping_cost) + (other_cost)',
     },
-    [MEASURE.ORDERS_ORDER_COST_TOTAL_PER_ORDER]: {
-        priority: 14,
-        title: 'Order Cost (Total) Per Order',
-        shortTitle: 'Order Cost (Total)/Order',
-        description: 'Average Order Cost (Total) per order.',
+    [MEASURE.ORDERS_VARIABLE_COSTS_PER_ORDER]: {
+        priority: 34,
+        title: 'Variable Costs Per Order',
+        shortTitle: 'Var. Costs/Order',
+        description: 'Average variable costs per order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
         icon: MEASURE_ICON.SHOPIFY,
-        measure: MEASURE.ORDERS_ORDER_COST_TOTAL_PER_ORDER,
+        measure: MEASURE.ORDERS_VARIABLE_COSTS_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS,
         subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Average Order Cost (Total) per order.',
-        formulaDisplay: 'Order Cost (Total) ÷ Order Count',
-        formula: '(order_cost_total) / (order_count)',
+        tooltip: 'Average variable costs per order.',
+        formulaDisplay: '(Variable Costs) ÷ (Order Count)',
+        formula: '(variable_costs) / (order_count)',
     },
-    [MEASURE.ORDERS_ORDER_COST_TOTAL_PERCENT]: {
-        priority: 15,
-        title: 'Order Cost (Total) %',
-        shortTitle: 'Order Cost (Total) %',
-        description: 'Order Cost (Total) as a percentage of net revenue.',
+    [MEASURE.ORDERS_VARIABLE_COSTS_PERCENT]: {
+        priority: 35,
+        title: 'Variable Costs %',
+        shortTitle: 'Var. Costs %',
+        description: 'Variable costs as percentage of net revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
         icon: MEASURE_ICON.SHOPIFY,
-        measure: MEASURE.ORDERS_ORDER_COST_TOTAL_PERCENT,
+        measure: MEASURE.ORDERS_VARIABLE_COSTS_PERCENT,
         category: MEASURE_CATEGORY.ORDERS,
         subcategory: MEASURE_SUBCATEGORY.ORDERS_COGS,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Order Cost (Total) as a percentage of net revenue.',
-        formulaDisplay: 'Order Cost (Total) ÷ Net Revenue × 100',
-        formula: '((order_cost_total) / (net_revenue)) * 100',
+        tooltip: 'Variable costs as a percentage of net revenue.',
+        formulaDisplay: '(Variable Costs) ÷ (Net Revenue) × 100',
+        formula: '((variable_costs) / (net_revenue)) * 100',
     },
     [MEASURE.ORDERS_REFUND_AMOUNT]: {
         priority: 1,
@@ -1374,7 +1934,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_SHIPPING]: {
         priority: 31,
         title: 'Shipping Revenue',
-        shortTitle: 'Shipping Revenue',
+        shortTitle: 'Shipping',
         description: 'Total shipping revenue.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -1392,9 +1952,8 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_SHIPPING_PERCENT]: {
         priority: 32,
-        title: 'Shipping Revenue %',
-        shortTitle: 'Shipping Revenue %',
-        description: 'Shipping revenue as percentage of total revenue.',
+        title: 'Shipping %',
+        description: 'Shipping as percentage of total revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
@@ -1413,9 +1972,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_SHIPPING_PER_ORDER]: {
         priority: 33,
-        title: 'Shipping Revenue Per Order',
-        shortTitle: 'Shipping Revenue/Order',
-        description: 'Average shipping revenue per order.',
+        title: 'Shipping Per Order',
+        shortTitle: 'Shipping/Order',
+        description: 'Average shipping per order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
@@ -1435,7 +1994,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING]: {
         priority: 34,
         title: 'New Customer Shipping Revenue',
-        shortTitle: 'NC Shipping Revenue',
+        shortTitle: 'NC Shipping',
         description: 'Total shipping revenue from new customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -1453,9 +2012,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_PERCENT]: {
         priority: 35,
-        title: 'New Customer Shipping Revenue %',
-        shortTitle: 'NC Shipping Revenue %',
-        description: 'Shipping revenue as percentage of new customer total revenue.',
+        title: 'New Customer Shipping %',
+        shortTitle: 'NC Ship. %',
+        description: 'Shipping as percentage of new customer total revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
@@ -1474,9 +2033,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_SHIPPING_PER_ORDER]: {
         priority: 36,
-        title: 'New Customer Shipping Revenue Per Order',
-        shortTitle: 'NC Shipping Revenue/Order',
-        description: 'Average shipping revenue per new customer order.',
+        title: 'New Customer Shipping Per Order',
+        shortTitle: 'NC Shipping/Order',
+        description: 'Average shipping per new customer order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
@@ -1496,7 +2055,7 @@ export const ORDERS_MEASURES_MAP = {
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING]: {
         priority: 37,
         title: 'Returning Customer Shipping Revenue',
-        shortTitle: 'RC Shipping Revenue',
+        shortTitle: 'RC Shipping',
         description: 'Total shipping revenue from returning customers.',
         sumPrefix: '$',
         sumSuffix: '',
@@ -1514,9 +2073,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_PERCENT]: {
         priority: 38,
-        title: 'Returning Customer Shipping Revenue %',
-        shortTitle: 'RC Shipping Revenue %',
-        description: 'Shipping revenue as percentage of returning customer total revenue.',
+        title: 'Returning Customer Shipping %',
+        shortTitle: 'RC Ship. %',
+        description: 'Shipping as percentage of returning customer total revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
@@ -1535,9 +2094,9 @@ export const ORDERS_MEASURES_MAP = {
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_SHIPPING_PER_ORDER]: {
         priority: 39,
-        title: 'Returning Customer Shipping Revenue Per Order',
-        shortTitle: 'RC Shipping Revenue/Order',
-        description: 'Average shipping revenue per returning customer order.',
+        title: 'Returning Customer Shipping Per Order',
+        shortTitle: 'RC Shipping/Order',
+        description: 'Average shipping per returning customer order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
@@ -1781,19 +2340,20 @@ export const ORDERS_MEASURES_MAP = {
         priority: 5,
         title: 'CM1 Per Order',
         shortTitle: 'CM1/Order',
-        description: 'Average CM1 per order. Net Revenue minus Effective COGS divided by order count.',
+        description: 'Average CM1 per order. Net Revenue minus Total COGS divided by order count.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM1_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'CM1 Per Order is the conservative gross margin per order using Net Revenue minus Effective COGS.',
+        tooltip: 'CM1 Per Order is the conservative gross margin per order using Net Revenue minus Total COGS.',
         formulaDisplay: '(CM1) ÷ (Order Count)',
         formula: '(cm1) / (order_count)',
     },
@@ -1806,9 +2366,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1826,9 +2387,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1841,14 +2403,16 @@ export const ORDERS_MEASURES_MAP = {
         priority: 6,
         hideFromUI: true,
         title: 'CM2 Per Order',
+        shortTitle: 'CM2/Order',
         description: 'Average CM2 per order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM2_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1861,14 +2425,16 @@ export const ORDERS_MEASURES_MAP = {
         priority: 7,
         hideFromUI: true,
         title: 'CM3 Per Order',
+        shortTitle: 'CM3/Order',
         description: 'Average CM3 per order.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM3_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1887,9 +2453,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM4_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1907,9 +2474,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1927,9 +2495,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1947,9 +2516,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1967,9 +2537,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -1987,9 +2558,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -2007,9 +2579,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PER_ORDER,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -3327,7 +3900,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'How much contribution margin after all costs (CM3) you earn for every dollar spent on advertising.',
+        tooltip: 'How much contribution margin after marketing and ad spend (CM3) you earn for every dollar spent on advertising.',
         formulaDisplay: 'CM3 ÷ Total Ad Spend',
         formula: 'cm3 / spend',
     },
@@ -3387,7 +3960,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'New customer contribution margin after all costs (CM3) per dollar spent on advertising.',
+        tooltip: 'New customer contribution margin after marketing and ad spend (CM3) per dollar spent on advertising.',
         formulaDisplay: 'NC CM3 ÷ Ad Spend',
         formula: 'nc_cm3 / spend',
     },
@@ -3447,7 +4020,7 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Returning customer contribution margin after all costs (CM3) per dollar spent on advertising.',
+        tooltip: 'Returning customer contribution margin after marketing and ad spend (CM3) per dollar spent on advertising.',
         formulaDisplay: 'RC CM3 ÷ Ad Spend',
         formula: 'rc_cm3 / spend',
     },
@@ -3647,9 +4220,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of your gross margin (CM1) is spent on advertising. Lower is better.',
-        formulaDisplay: '(Total Ad Spend ÷ CM1) × 100',
-        formula: '(spend / cm1) * 100',
+        tooltip: 'Gross margin (CM1) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(CM1 ÷ Total Ad Spend) × 100',
+        formula: '(cm1 / spend) * 100',
     },
     [MEASURE.ORDERS_CM2_MER]: {
         priority: 62,
@@ -3668,9 +4241,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of your contribution margin after variable costs (CM2) is spent on advertising.',
-        formulaDisplay: '(Total Ad Spend ÷ CM2) × 100',
-        formula: '(spend / cm2) * 100',
+        tooltip: 'Contribution margin after variable costs (CM2) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(CM2 ÷ Total Ad Spend) × 100',
+        formula: '(cm2 / spend) * 100',
     },
     [MEASURE.ORDERS_CM3_MER]: {
         priority: 63,
@@ -3689,9 +4262,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of your contribution margin after all costs (CM3) is spent on advertising.',
-        formulaDisplay: '(Total Ad Spend ÷ CM3) × 100',
-        formula: '(spend / cm3) * 100',
+        tooltip: 'Contribution margin after marketing and ad spend (CM3) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(CM3 ÷ Total Ad Spend) × 100',
+        formula: '(cm3 / spend) * 100',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_MER]: {
         priority: 64,
@@ -3709,9 +4282,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer gross margin (CM1) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ NC CM1) × 100',
-        formula: '(spend / nc_cm1) * 100',
+        tooltip: 'New customer gross margin (CM1) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(NC CM1 ÷ Ad Spend) × 100',
+        formula: '(nc_cm1 / spend) * 100',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_MER]: {
         priority: 65,
@@ -3729,9 +4302,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer contribution margin after variable costs (CM2) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ NC CM2) × 100',
-        formula: '(spend / nc_cm2) * 100',
+        tooltip: 'New customer contribution margin after variable costs (CM2) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(NC CM2 ÷ Ad Spend) × 100',
+        formula: '(nc_cm2 / spend) * 100',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_MER]: {
         priority: 66,
@@ -3749,9 +4322,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer contribution margin after all costs (CM3) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ NC CM3) × 100',
-        formula: '(spend / nc_cm3) * 100',
+        tooltip: 'NC CM3 as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(NC CM3 ÷ Ad Spend) × 100',
+        formula: '(nc_cm3 / spend) * 100',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_MER]: {
         priority: 67,
@@ -3769,9 +4342,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer gross margin (CM1) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ RC CM1) × 100',
-        formula: '(spend / rc_cm1) * 100',
+        tooltip: 'Returning customer gross margin (CM1) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(RC CM1 ÷ Ad Spend) × 100',
+        formula: '(rc_cm1 / spend) * 100',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_MER]: {
         priority: 68,
@@ -3789,9 +4362,9 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer contribution margin after variable costs (CM2) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ RC CM2) × 100',
-        formula: '(spend / rc_cm2) * 100',
+        tooltip: 'Returning customer contribution margin after variable costs (CM2) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(RC CM2 ÷ Ad Spend) × 100',
+        formula: '(rc_cm2 / spend) * 100',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_MER]: {
         priority: 69,
@@ -3809,9 +4382,131 @@ export const ORDERS_MEASURES_MAP = {
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer contribution margin after all costs (CM3) is spent on advertising.',
-        formulaDisplay: '(Ad Spend ÷ RC CM3) × 100',
-        formula: '(spend / rc_cm3) * 100',
+        tooltip: 'Returning customer contribution margin after marketing and ad spend (CM3) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(RC CM3 ÷ Ad Spend) × 100',
+        formula: '(rc_cm3 / spend) * 100',
+    },
+    [MEASURE.ORDERS_CM4_ROAS]: {
+        priority: 70,
+        hideFromUI: true,
+        title: 'CM4 ROAS',
+        shortTitle: 'CM4 ROAS',
+        description: 'CM4 (Operating Profit) divided by Total Ad Spend.',
+        sumPrefix: '',
+        sumSuffix: 'x',
+        avgPrefix: '',
+        avgSuffix: 'x',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_CM4_ROAS,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.MULTIPLIER,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'How much operating profit (CM4) you earn for every dollar spent on advertising. CM4 includes all costs: COGS, fulfillment, transaction, marketing, ad spend, agency fees, opex, and other costs.',
+        formulaDisplay: 'CM4 ÷ Total Ad Spend',
+        formula: 'cm4 / spend',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_CM4_ROAS]: {
+        priority: 71,
+        title: 'New Customer CM4 ROAS',
+        shortTitle: 'NC CM4 ROAS',
+        description: 'New Customer CM4 (Operating Profit) divided by Ad Spend.',
+        sumPrefix: '',
+        sumSuffix: 'x',
+        avgPrefix: '',
+        avgSuffix: 'x',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_ROAS,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.MULTIPLIER,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'New customer operating profit (CM4) per dollar spent on advertising.',
+        formulaDisplay: 'NC CM4 ÷ Ad Spend',
+        formula: 'nc_cm4 / spend',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_ROAS]: {
+        priority: 72,
+        title: 'Returning Customer CM4 ROAS',
+        shortTitle: 'RC CM4 ROAS',
+        description: 'Returning Customer CM4 (Operating Profit) divided by Ad Spend.',
+        sumPrefix: '',
+        sumSuffix: 'x',
+        avgPrefix: '',
+        avgSuffix: 'x',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_ROAS,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.MULTIPLIER,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Returning customer operating profit (CM4) per dollar spent on advertising.',
+        formulaDisplay: 'RC CM4 ÷ Ad Spend',
+        formula: 'rc_cm4 / spend',
+    },
+    [MEASURE.ORDERS_CM4_MER]: {
+        priority: 73,
+        hideFromUI: true,
+        title: 'CM4 MER',
+        shortTitle: 'CM4 MER',
+        description: 'Marketing Efficiency Ratio using CM4 (Operating Profit).',
+        sumPrefix: '',
+        sumSuffix: '%',
+        avgPrefix: '',
+        avgSuffix: '%',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_CM4_MER,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.PERCENTAGE,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Operating profit (CM4) as a percentage of ad spend. CM4 includes all costs: COGS, fulfillment, transaction, marketing, ad spend, agency fees, opex, and other costs. Higher is better.',
+        formulaDisplay: '(CM4 ÷ Total Ad Spend) × 100',
+        formula: '(cm4 / spend) * 100',
+    },
+    [MEASURE.ORDERS_NEW_CUSTOMER_CM4_MER]: {
+        priority: 74,
+        title: 'New Customer CM4 MER',
+        shortTitle: 'NC CM4 MER',
+        description: 'Marketing Efficiency Ratio using New Customer CM4.',
+        sumPrefix: '',
+        sumSuffix: '%',
+        avgPrefix: '',
+        avgSuffix: '%',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_MER,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.PERCENTAGE,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'New customer operating profit (CM4) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(NC CM4 ÷ Ad Spend) × 100',
+        formula: '(nc_cm4 / spend) * 100',
+    },
+    [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_MER]: {
+        priority: 75,
+        title: 'Returning Customer CM4 MER',
+        shortTitle: 'RC CM4 MER',
+        description: 'Marketing Efficiency Ratio using Returning Customer CM4.',
+        sumPrefix: '',
+        sumSuffix: '%',
+        avgPrefix: '',
+        avgSuffix: '%',
+        icon: MEASURE_ICON.CHANNEL,
+        measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_MER,
+        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        valueType: MeasureValueType.PERCENTAGE,
+        decimalPlaces: 2,
+        useCompactNotation: false,
+        applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
+        tooltip: 'Returning customer operating profit (CM4) as a percentage of ad spend. Higher is better.',
+        formulaDisplay: '(RC CM4 ÷ Ad Spend) × 100',
+        formula: '(rc_cm4 / spend) * 100',
     },
     [MEASURE.ORDERS_TOTAL_RAAD]: {
         priority: 71,
@@ -4178,21 +4873,22 @@ export const ORDERS_MEASURES_MAP = {
         hideFromUI: true,
         title: 'Contribution Margin 2',
         shortTitle: 'CM2',
-        description: 'CM1 minus variable costs (handling, gateway, shipping, other).',
+        description: 'CM1 minus fulfillment and transaction costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM2,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit after deducting variable order costs (handling, gateway, shipping, other).',
-        formulaDisplay: '(CM1) − (Handling Cost) − (Gateway Cost) − (Shipping Cost) − (Other Cost)',
-        formula: '(cm1) - (handling_cost) - (gateway_cost) - (shipping_cost) - (other_cost)',
+        tooltip: 'Profit after deducting fulfillment costs (shipping, handling, other fulfillment) and transaction costs (gateway, other transaction).',
+        formulaDisplay: 'CM1 − (Shipping Cost + Handling Cost + Other Fulfillment) − (Gateway Cost + Other Transaction)',
+        formula: 'cm1 - shipping_cost - handling_cost - other_fulfillment_cost - gateway_cost - other_transaction_cost',
     },
     [MEASURE.ORDERS_CM2_PERCENT]: {
         priority: 32,
@@ -4204,14 +4900,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM2_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of net revenue remains after product and variable costs.',
+        tooltip: 'What percentage of net revenue remains after COGS, fulfillment, and transaction costs.',
         formulaDisplay: '(CM2) ÷ (Net Revenue) × 100',
         formula: '((cm2) / (net_revenue)) * 100',
     },
@@ -4219,21 +4916,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 12,
         title: 'New Customer Contribution Margin 2',
         shortTitle: 'NC CM2',
-        description: 'New customer CM1 minus variable costs (handling, gateway, shipping, other).',
+        description: 'New customer CM1 minus fulfillment and transaction costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit from new customers after deducting variable order costs (handling, gateway, shipping, other).',
-        formulaDisplay: '(NC CM1) − (Handling Cost) − (Gateway Cost) − (Shipping Cost) − (Other Cost)',
-        formula: '(nc_cm1) - (nc_handling_cost) - (nc_gateway_cost) - (nc_shipping_cost) - (nc_other_cost)',
+        tooltip: 'Profit from new customers after deducting fulfillment and transaction costs.',
+        formulaDisplay: 'NC CM1 − (NC Shipping + NC Handling + NC Other Fulfillment) − (NC Gateway + NC Other Transaction)',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM2_PERCENT]: {
         priority: 36,
@@ -4244,14 +4941,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM2_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer net revenue remains after variable costs.',
+        tooltip: 'What percentage of new customer net revenue remains after fulfillment and transaction costs.',
         formulaDisplay: '(NC CM2) ÷ (NC Net Revenue) × 100',
         formula: '((nc_cm2) / (nc_net_revenue)) * 100',
     },
@@ -4259,21 +4957,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 22,
         title: 'Returning Customer Contribution Margin 2',
         shortTitle: 'RC CM2',
-        description: 'Returning customer CM1 minus variable costs (handling, gateway, shipping, other).',
+        description: 'Returning customer CM1 minus fulfillment and transaction costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit from returning customers after deducting variable order costs (handling, gateway, shipping, other).',
-        formulaDisplay: '(RC CM1) − (Handling Cost) − (Gateway Cost) − (Shipping Cost) − (Other Cost)',
-        formula: '(rc_cm1) - (rc_handling_cost) - (rc_gateway_cost) - (rc_shipping_cost) - (rc_other_cost)',
+        tooltip: 'Profit from returning customers after deducting fulfillment and transaction costs.',
+        formulaDisplay: 'RC CM1 − (RC Shipping + RC Handling + RC Other Fulfillment) − (RC Gateway + RC Other Transaction)',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PERCENT]: {
         priority: 40,
@@ -4284,14 +4982,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM2_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer net revenue remains after variable costs.',
+        tooltip: 'What percentage of returning customer net revenue remains after fulfillment and transaction costs.',
         formulaDisplay: '(RC CM2) ÷ (RC Net Revenue) × 100',
         formula: '((rc_cm2) / (rc_net_revenue)) * 100',
     },
@@ -4300,21 +4999,22 @@ export const ORDERS_MEASURES_MAP = {
         hideFromUI: true,
         title: 'Contribution Margin 3',
         shortTitle: 'CM3',
-        description: 'CM2 minus ad spend.',
+        description: 'CM2 minus marketing costs (ad spend plus user-defined marketing).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM3,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit after all variable costs including advertising. Key metric for marketing profitability.',
-        formulaDisplay: '(CM2) − (Ad Spend)',
-        formula: '(cm2) - (blended_ad_spend)',
+        tooltip: 'Profit after all marketing costs. Includes ad spend and user-defined marketing costs. Key metric for marketing profitability.',
+        formulaDisplay: 'CM2 − Marketing Cost − Ad Spend',
+        formula: 'cm2 - marketing_cost - ad_spend',
     },
     [MEASURE.ORDERS_CM3_PERCENT]: {
         priority: 33,
@@ -4326,14 +5026,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM3_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of net revenue remains after all variable costs including advertising.',
+        tooltip: 'What percentage of net revenue remains after marketing and ad spend.',
         formulaDisplay: '(CM3) ÷ (Net Revenue) × 100',
         formula: '((cm3) / (net_revenue)) * 100',
     },
@@ -4341,21 +5042,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 13,
         title: 'New Customer Contribution Margin 3',
         shortTitle: 'NC CM3',
-        description: 'New customer CM2 minus ad spend.',
+        description: 'New customer CM2 minus marketing costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit from new customers after subtracting all variable costs including advertising.',
-        formulaDisplay: '(NC CM2) − (Ad Spend)',
-        formula: '(nc_cm2) - (nc_ad_spend)',
+        tooltip: 'Profit from new customers after deducting marketing costs (ad spend plus user-defined marketing).',
+        formulaDisplay: 'NC CM2 − NC Marketing Cost − NC Ad Spend',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM3_PERCENT]: {
         priority: 37,
@@ -4366,14 +5067,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM3_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer net revenue remains after all variable costs.',
+        tooltip: 'What percentage of new customer net revenue remains after marketing and ad spend.',
         formulaDisplay: '(NC CM3) ÷ (NC Net Revenue) × 100',
         formula: '((nc_cm3) / (nc_net_revenue)) * 100',
     },
@@ -4381,21 +5083,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 23,
         title: 'Returning Customer Contribution Margin 3',
         shortTitle: 'RC CM3',
-        description: 'Returning customer CM2 minus ad spend.',
+        description: 'Returning customer CM2 minus marketing costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Profit from returning customers after subtracting all variable costs including advertising.',
-        formulaDisplay: '(RC CM2) − (Ad Spend)',
-        formula: '(rc_cm2) - (rc_ad_spend)',
+        tooltip: 'Profit from returning customers after deducting marketing costs (ad spend plus user-defined marketing).',
+        formulaDisplay: 'RC CM2 − RC Marketing Cost − RC Ad Spend',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PERCENT]: {
         priority: 41,
@@ -4406,14 +5108,15 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM3_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer net revenue remains after all variable costs.',
+        tooltip: 'What percentage of returning customer net revenue remains after marketing and ad spend.',
         formulaDisplay: '(RC CM3) ÷ (RC Net Revenue) × 100',
         formula: '((rc_cm3) / (rc_net_revenue)) * 100',
     },
@@ -4422,21 +5125,22 @@ export const ORDERS_MEASURES_MAP = {
         hideFromUI: true,
         title: 'CM4 (Operating Profit)',
         shortTitle: 'CM4',
-        description: 'CM3 minus Fixed Costs. Your operating profit after all variable and fixed costs.',
+        description: 'CM3 minus agency fees, opex, and other costs. Your operating profit.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM4,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'CM4 is your operating profit after all costs. Calculated as CM3 (profit after marketing) minus Fixed Costs (salaries, software, rent).',
-        formulaDisplay: '(CM3) − (Fixed Costs)',
-        formula: '(cm3) - (fixed_costs)',
+        tooltip: 'Operating profit after all costs. Calculated as CM3 minus agency fees, operating expenses, and other costs.',
+        formulaDisplay: 'CM3 − Agency Fees − Opex − Other Cost',
+        formula: 'cm3 - agency_fees_cost - opex_cost - other_cost',
     },
     [MEASURE.ORDERS_CM4_PERCENT]: {
         priority: 34,
@@ -4448,36 +5152,36 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM4_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of net revenue becomes operating profit. The ultimate efficiency metric showing profitability after all variable and fixed costs.',
-        formulaDisplay: '((CM4) ÷ (Net Revenue)) × 100',
-        formula: '((cm4) / (net_revenue)) * 100',
+        tooltip: 'What percentage of net revenue becomes operating profit after agency fees, opex, and other costs.',
+        formulaDisplay: 'CM4 ÷ Net Revenue × 100',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM4]: {
         priority: 14,
         title: 'New Customer CM4 (Operating Profit)',
         shortTitle: 'NC CM4',
-        description: 'New customer CM3 minus Fixed Costs. Operating profit from new customer acquisitions.',
+        description: 'New customer CM3 minus agency fees, opex, and other costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Operating profit from new customer acquisitions after all variable and fixed costs.',
-        formulaDisplay: '(NC CM3) − (NC Fixed Costs)',
-        formula: '(nc_cm3) - (nc_fixed_costs)',
+        tooltip: 'Operating profit from new customer acquisitions after agency fees, opex, and other costs.',
+        formulaDisplay: 'NC CM3 − NC Agency Fees − NC Opex − NC Other Cost',
         hideFromUI: true,
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM4_PERCENT]: {
@@ -4489,15 +5193,16 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM4_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of new customer net revenue becomes operating profit after all costs.',
-        formulaDisplay: '((NC CM4) ÷ (NC Net Revenue)) × 100',
+        tooltip: 'What percentage of new customer net revenue becomes operating profit after all overhead costs.',
+        formulaDisplay: 'NC CM4 ÷ NC Net Revenue × 100',
         formula: '((nc_cm4) / (nc_net_revenue)) * 100',
         hideFromUI: true,
     },
@@ -4505,21 +5210,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 24,
         title: 'Returning Customer CM4 (Operating Profit)',
         shortTitle: 'RC CM4',
-        description: 'Returning customer CM3 minus Fixed Costs. Operating profit from repeat purchases.',
+        description: 'Returning customer CM3 minus agency fees, opex, and other costs.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'Operating profit from returning customer orders after all variable and fixed costs.',
-        formulaDisplay: '(RC CM3) − (RC Fixed Costs)',
-        formula: '(rc_cm3) - (rc_fixed_costs)',
+        tooltip: 'Operating profit from returning customers after agency fees, opex, and other costs.',
+        formulaDisplay: 'RC CM3 − RC Agency Fees − RC Opex − RC Other Cost',
         hideFromUI: true,
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PERCENT]: {
@@ -4531,15 +5236,16 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM4_PERCENT,
-        category: MEASURE_CATEGORY.ORDERS_AD_PERFORMANCE,
+        category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'What percentage of returning customer net revenue becomes operating profit after all costs.',
-        formulaDisplay: '((RC CM4) ÷ (RC Net Revenue)) × 100',
+        tooltip: 'What percentage of returning customer net revenue becomes operating profit after all overhead costs.',
+        formulaDisplay: 'RC CM4 ÷ RC Net Revenue × 100',
         formula: '((rc_cm4) / (rc_net_revenue)) * 100',
         hideFromUI: true,
     },
@@ -4547,39 +5253,41 @@ export const ORDERS_MEASURES_MAP = {
         priority: 1,
         title: 'CM1 (Gross Margin)',
         shortTitle: 'CM1',
-        description: 'Net Revenue minus Effective COGS. Includes impact of returns/discounts.',
+        description: 'Net Revenue minus Total COGS (product costs plus user-defined COGS).',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM1,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'CM1 is the conservative gross margin calculation using Net Revenue (after returns/discounts) minus Effective COGS.',
-        formulaDisplay: '(Net Revenue) − (Effective COGS)',
-        formula: '(net_revenue) - (effective_cogs)',
+        tooltip: 'Gross margin calculated as Net Revenue minus Total COGS (product variant costs plus user-defined COGS entries).',
+        formulaDisplay: 'Net Revenue − (COGS + Other COGS)',
+        formula: 'net_revenue - cogs - other_cogs',
     },
     [MEASURE.ORDERS_CM1_PERCENT]: {
         priority: 31,
         title: 'CM1 % (Gross Margin %)',
         shortTitle: 'CM1 %',
-        description: 'CM1 as a percentage of Net Revenue. Includes impact of returns/discounts.',
+        description: 'CM1 as a percentage of Net Revenue.',
         sumPrefix: '',
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.CHANNEL,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_CM1_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'CM1 as a percentage of Net Revenue. The conservative gross margin percentage calculation.',
+        tooltip: 'Gross margin percentage. What percentage of net revenue remains after deducting total COGS.',
         formulaDisplay: '(CM1) ÷ (Net Revenue) × 100',
         formula: '((cm1) / (net_revenue)) * 100',
     },
@@ -4587,20 +5295,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 11,
         title: 'New Customer CM1 (Gross Margin)',
         shortTitle: 'NC CM1',
-        description: 'New customer Net Revenue minus Effective COGS. Includes impact of returns/discounts.',
+        description: 'New customer Net Revenue minus Total COGS. Includes impact of returns/discounts.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'NC CM1 is the conservative gross margin for new customers using Net Revenue minus Effective COGS.',
-        formulaDisplay: '(NC Net Revenue) − (NC Effective COGS)',
+        tooltip: 'NC CM1 is the conservative gross margin for new customers using Net Revenue minus Total COGS.',
+        formulaDisplay: '(NC Net Revenue) − (NC Total COGS)',
         formula: '(nc_net_revenue) - (nc_effective_cogs)',
     },
     [MEASURE.ORDERS_NEW_CUSTOMER_CM1_PERCENT]: {
@@ -4612,9 +5321,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_NEW_CUSTOMER_CM1_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,
@@ -4627,20 +5337,21 @@ export const ORDERS_MEASURES_MAP = {
         priority: 21,
         title: 'Returning Customer CM1 (Gross Margin)',
         shortTitle: 'RC CM1',
-        description: 'Returning customer Net Revenue minus Effective COGS. Includes impact of returns/discounts.',
+        description: 'Returning customer Net Revenue minus Total COGS. Includes impact of returns/discounts.',
         sumPrefix: '$',
         sumSuffix: '',
         avgPrefix: '$',
         avgSuffix: '',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.CURRENCY,
         decimalPlaces: 2,
         useCompactNotation: true,
         applicableContexts: STANDARD_APPLICABLE_CONTEXTS,
-        tooltip: 'RC CM1 is the conservative gross margin for returning customers using Net Revenue minus Effective COGS.',
-        formulaDisplay: '(RC Net Revenue) − (RC Effective COGS)',
+        tooltip: 'RC CM1 is the conservative gross margin for returning customers using Net Revenue minus Total COGS.',
+        formulaDisplay: '(RC Net Revenue) − (RC Total COGS)',
         formula: '(rc_net_revenue) - (rc_effective_cogs)',
     },
     [MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PERCENT]: {
@@ -4652,9 +5363,10 @@ export const ORDERS_MEASURES_MAP = {
         sumSuffix: '%',
         avgPrefix: '',
         avgSuffix: '%',
-        icon: MEASURE_ICON.SHOPIFY,
+        icon: MEASURE_ICON.UPSTACK,
         measure: MEASURE.ORDERS_RETURNING_CUSTOMER_CM1_PERCENT,
         category: MEASURE_CATEGORY.ORDERS_CONTRIBUTION_MARGIN,
+        subcategory: MEASURE_SUBCATEGORY.ORDERS_CONTRIBUTION_MARGIN,
         valueType: MeasureValueType.PERCENTAGE,
         decimalPlaces: 2,
         useCompactNotation: false,