Dimensions
Dimensions in Shoplift allow you to break down your test results across key visitor attributes, helping you uncover deeper insights about how different audience segments are responding to your experiments.
You can apply dimensions directly within the test report tables to cross-evaluate performance across segments like device type, visitor type, and traffic source.
Available Dimensions
Device Type
Segment test results by the type of device used to visit your site.
Mobile: mobile devices, including tablet
Desktop: desktop devices
This dimension helps you understand if performance varies between mobile and desktop visitors, which is particularly useful when testing page layout, content density, or interaction elements.
Visitor Type
Break down results by whether a visitor is new to your site or returning.
New: First-time visitors during the test period
Returning: Visitors who have previously interacted with your site
Use this dimension to assess how familiar vs. unfamiliar audiences respond to specific experiences.
Channel Group
Segment performance based on the marketing channel that brought the visitor to your site.
Channel groups are rule-based definitions of the various sources driving traffic to your site. They provide a standardized way to analyze performance by acquisition source. Shoplift uses the same rulesets as Google Analytics 4 (GA4) to define channel groups.
Direct
Source exactly matches direct
AND
Medium is one of ("(not set)", "(none)")
Paid Shopping
Source matches a list of shopping sites
OR
Campaign Name matches regex ^(.*(([^a-df-z]|^)shop|shopping).*)$
AND
Medium matches regex ^(.*cp.*|ppc|retargeting|paid.*)$
Paid Search
Source matches a list of search sites
AND
Medium matches regex ^(*.cp.*|ppc|retargeting|paid.*)$
Paid Social
Source matches a list of social sites
AND
Medium matches regex ^(*.cp.*|ppc|retargeting|paid.*)$
Paid Video
Source matches a list of video sites
AND
Medium matches regex ^(*.cp.*|ppc|retargeting|paid.*)$
Display
Medium is one of (“display”, “banner”, “expandable”, “interstitial”, “cpm”)
Paid Other
Medium matches regex ^(*.cp.*|ppc|retargeting|paid.*)$
Organic Shopping
Source matches a list of shopping sites
OR
Campaign name matches regex ^(.*(([^a-df-z]|^)shop|shopping).*)$
Organic Social
Source matches a regex list of social sites
OR
Medium is one of (“social”, “social-network”, “social-media”, “sm”, “social network”, “social media”)
Organic Video
Source matches a list of video sites
OR
Medium matches regex ^(.*video.*)$
Organic Search
Source matches a list of search sites
OR
Medium exactly matches organic
Referral
Medium is one of ("referral", "app", or "link")
Source = email|e-mail|e_mail|e mail
OR
Medium = email|e-mail|e_mail|e mail
Affiliates
Medium = affiliate
Audio
Medium exactly matches audio
SMS
Source exactly matches sms
OR
Medium exactly matches sms
Mobile Push Notifications
"Medium ends with ""push""
OR
Medium contains ""mobile"" or ""notification""
OR
Source exactly matches ""firebase"""
Cross-network
Campaign Name contains "cross-network"
Unassigned
Includes any traffic not categorized into the above
Using Dimensions in Reporting
Each test report table in Shoplift includes dimension filters that allow you to isolate and compare specific segments of your website visitors. Rather than grouping rows by dimension, these filters enable you to toggle between segments—such as mobile vs. desktop traffic or new vs. returning visitors—to observe how performance varies across different audiences.
You can apply one or more dimension filters to evaluate how a given experience performs for a targeted visitor cohort, helping you identify segment-specific trends and opportunities.
Example: Use the Device filter to view test performance for mobile users only, then switch to desktop to compare results across devices.
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