Metrics Data Dictionary
How to use this dictionary
This dictionary defines every metric available across the Dreamdata Platform's Analytics Hub report types, using the exact labels shown in the report builder. Metric names and descriptions were pulled live from the Analytics Hub report builder on the Dreamdata demo account; stage names like MQL are placeholders for whatever stage models a customer has configured.
Stage metrics repeat per stage model. Every stage model on an account (MQL, SQL, Opportunity, Closed Won, etc.) generates its own set of stage metrics. Below, [Stage] stands for any stage model, e.g. Attributed [Stage] → "Attributed MQL".
Three concepts that apply across every report:
Concept | What it means |
Influenced vs. Attributed | Influenced counts every stage record the activity touched before it was reached, in full, for every row that touched it, so rows can add up to more than the total. It is model-independent. Attributed divides fractional credit for each record across the touches under the selected attribution model, so rows sum to the total credit. |
Timeframe logic | Forward reports (Analyze Performance, Analyze Engagement, Paid Performance) select activity in the date range and measure what it later produced. Backward reports (Analyze Stage Attribution, Analyze Stage Engagement, Single-Stage Reporting, Stage Conversion) select stage records reached in the date range and look back at their journeys. |
Visitors / Contacts / Companies | Visitors are distinct tracked browsers, including anonymous ones. Contacts are identified people (e.g. known email). Companies are distinct accounts; as of the 2026 changelog this counts anonymous (de-anonymized by IP) companies by default unless filtered with Is Anonymous Company. |
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Activity and engagement metrics
Activity metrics count tracked engagement and need no stage model or attribution model. They appear in the Activity Metrics group of Analyze Performance and Analyze Engagement, and Paid Performance carries Visitors, Contacts and Companies linked to spend (see Paid and spend metrics).
Metric | Definition | Notes |
Events | Count of tracked events (page views, form submits, ad clicks, email opens, etc.). | Excludes impressions. |
Sessions | Count of distinct sessions (visits). | One session can contain many events. |
Page Views | Count of page view events with a URL. | Analyze Engagement only. Excludes exposure (impression) tracking. |
Impressions | Sum of exposure quantity, e.g. LinkedIn ad impressions. | Ad exposures, not website activity. |
Visitors | Count of distinct tracked visitors (browsers), identified or anonymous. | Highest of the three people/account counts. |
Contacts | Count of distinct identified people. | Requires an identity (e.g. form fill, CRM match). |
Companies | Count of distinct companies behind the activity. | Includes de-anonymized (IP-matched) companies by default; filter with Is Anonymous Company to exclude them. With Segment By Channel, a company counts once per channel. |
Channels | Count of distinct channels in the row. | Useful for journey breadth. |
Campaigns | Count of distinct campaigns in the row. | |
Sources | Count of distinct sources in the row. | |
Signal Count | Count of signal hits, one per event occurrence per signal. | Analyze Engagement only (Signal Metrics group). Counts occurrences, not impression volume, even when exposures are configured as signals. |
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Stage metrics
Stage metrics measure pipeline outcomes and exist once per stage model. Replace [Stage] with the stage name (MQL, SQL, Opportunity, Closed Won, etc.). Stage Value comes from the stage model's configured value (a CRM amount field or a fixed value).
Forward stage metrics (Analyze Performance, Analyze Engagement, Paid Performance)
These answer "what did this activity contribute to later pipeline?" They support a time window (30, 60, 90 or 120 days, 6 or 12 months) limiting how long after the activity the stage must be reached.
Metric | Definition | Attribution model? | Available in |
Influenced | Stage records the activity in each row touched before they were reached, each counted in full for every row that touched it. | No | Analyze Performance, Analyze Engagement, Paid Performance |
Influenced | Value of those touched records, counted in full per row. | No | Analyze Performance, Analyze Engagement, Paid Performance |
Attributed | Fractional share of stage credit earned by each row under the selected model, for records reached in the period or later. | Yes | Analyze Performance, Paid Performance |
Attributed | Value of that fractional credit. | Yes | Analyze Performance, Paid Performance |
Backward attribution metrics (Analyze Stage Attribution)
These start from stage records reached in the date range and ask where they came from. All support the same time windows.
Metric | Definition | Attribution model? |
Total | Total stage count in the period, before segmentation. | No |
Total | Total stage value in the period, before segmentation. | No |
Attributed | Share of credit for the period's stage records earned by each row. Fractional, not a record count. | Yes |
Attributed | Value of the period's stage records shared out to each row. | Yes |
Attr. Share of Total | Each row's attributed credit as a % of all stage records in the period (before filters). Rows sum to at most 100%. | Yes |
Attr. Share of Total | Same as above, on value. | Yes |
Influenced | The period's stage records the row's activity touched beforehand, counted in full per row. | No |
Influenced | Value of those records, counted in full per row. | No |
Infl. Share of Total | Influenced records as a % of all stage records in the period. Rows can exceed 100% combined. | No |
Infl. Share of Total | Same as above, on value. | No |
Avg | Average value per stage occurrence. | Yes |
Stage profile metrics (Single-Stage Reporting)
These profile one stage in the period, with no channel breakdown. Segment By works on stage and CRM properties, not Channel or Source.
Metric | Definition |
| Count of distinct stage occurrences in the period. |
| Sum of stage values in the period. |
Avg | Average stage value per occurrence in the period. |
Contacts | Distinct active contacts from events linked to the period's stage records. |
Companies | Distinct active companies from events linked to the period's stage records. |
Avg Contacts (in | Average distinct contacts per stage journey. Proxy for buying-committee size. |
Avg Sessions (in | Average distinct sessions per stage journey. |
Avg Channels (in | Average distinct channels per stage journey. |
Avg Days to Value (First Event → | Average days from the earliest linked event to the stage timestamp. |
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Paid and spend metrics
Paid metrics come from connected ad platforms (and uploaded cost data). Spend Summary shows delivery metrics only; Paid Performance adds engagement and pipeline outcomes, so it supports CPA and ROI.
Spend metrics (Paid Performance and Spend Summary)
Metric | Definition |
Cost | Ad spend from connected platforms and uploaded cost data. |
Impressions | Ad impressions served. |
Clicks | Ad clicks reported by the platform. |
CTR | Click-through rate: Clicks ÷ Impressions. |
CPC | Cost per click: Cost ÷ Clicks. |
CPM | Cost per thousand impressions: Cost ÷ Impressions × 1,000. |
Activity linked to spend (Paid Performance only)
Metric | Definition |
Visitors | Distinct visitors whose sessions are linked to the paid activity in the row. |
Contacts | Distinct identified contacts linked to the paid activity. |
Companies | Distinct companies linked to the paid activity. |
Paid stage metrics (Paid Performance only, per stage model)
Stage models are added via Advanced Settings → Stage Models. All support the 30/60/90/120-day and 6/12-month time windows.
Metric | Definition | Attribution model? |
Influenced | Stage records the paid activity in each row touched before they were reached, counted in full per row. | No |
Influenced | Value of those records, counted in full per row. | No |
Attributed | Fractional stage credit earned by the paid activity under the selected model. | Yes |
Attributed | Value of that credit. | Yes |
CPA ( | Cost per acquisition: Cost ÷ Attributed | Yes |
ROI ( | Return on investment: Attributed | Yes |
CPA and ROI are built on Attributed metrics, so switching the attribution model changes them.
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Stage Conversion metrics
Stage Conversion is the only report that divides one stage count by another. Pick a starting stage (the cohort, e.g. MQL); every other stage model is available as a destination, and several destinations can sit in one report.
Metric | Definition | Notes |
| Number of starting-stage records reached in the period. | The cohort; the denominator for every rate. |
| Value of the starting-stage records in the period. | |
Converted to | Number of the period's starting records that later reached the destination stage. | Counts records that skipped the stages in between. |
Converted | Sum of destination-stage values reached by the cohort. | |
Conversion Rate ( | Converted count ÷ starting cohort. | Each destination is a share of the same cohort, so rates are not consecutive funnel steps (MQL→SQL then MQL→Closed Won, not SQL→Closed Won). |
Conversion window: each destination can be capped to conversions within 30, 60, 90 or 120 days, or 6 or 12 months, of the starting stage (Advanced Settings → Filter Stage Metrics). Use one when comparing cohorts of different ages; otherwise older cohorts have had longer to convert.
Filters: a report-level filter narrows the starting cohort. A destination filter narrows what counts as a conversion, leaving the cohort unchanged, so the rate falls.
Stage Conversion replaces the legacy Funnel Stages report. The live metric list (Oct 15, 2026) does not include journey averages (days, sessions, channels); use Single-Stage Reporting for those.
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Metric availability by report type
Influenced metrics are available in five of the eight report types; Attributed metrics in three. Checked live in the report builder on Oct 15, 2026.
Columns: AP Analyze Performance · AE Analyze Engagement · ASA Analyze Stage Attribution · ASE Analyze Stage Engagement · SSR Single-Stage Reporting · SC Stage Conversion · PP Paid Performance · SS Spend Summary.
Metric family | AP | AE | ASA | ASE | SSR | SC | PP | SS |
Events, Sessions, Channels, Campaigns, Sources, Impressions | ✓ | ✓ | ||||||
Page Views, Signal Count | ✓ | |||||||
Visitors | ✓ | ✓ | ✓ | |||||
Contacts, Companies | ✓ | ✓ | ✓ | ✓ | ✓ | |||
Influenced | ✓ | ✓ | ✓ | ✓ | ✓ | |||
Attributed | ✓ | ✓ | ✓ | |||||
Total | ✓ | ✓ | ||||||
Attr. Share of Total | ✓ | |||||||
Infl. Share of Total | ✓ | ✓ | ||||||
| ✓ (Avg only) | ✓ | ✓ (start stage) | |||||
Avg Contacts / Sessions / Channels (in journey), Avg Days to Value | ✓ | ✓ | ||||||
Converted to / Converted Value / Conversion Rate | ✓ | |||||||
Cost, Impressions, Clicks, CTR, CPC, CPM | ✓ | ✓ | ||||||
CPA ( | ✓ |
Analyze Stage Engagement is the backward counterpart to Analyze Engagement: the date range selects stage records, then ranks the content, pages and events in their journeys. It also carries four journey activity metrics in its Activity group. It has no Attributed metrics because it counts a touchpoint's presence, not weighted credit.
