# 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.

Channel group	Definition
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")
Email	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.