Key concepts
A short glossary of the building blocks used throughout B2Metric.
Events#
An event is something a user did, at a point in time — for example view_item, add_to_cart, begin_checkout or purchase. The E‑Commerce demo tracks 68 events. Every report in Insights starts by choosing one or more events.
Event properties#
Event properties describe a single event: the source of a purchase, the product, the price, the platform. Use them to filter a report or break it down into groups.
Users and user properties#
Each person is represented by a user profile. User properties (email, city, loyalty tier, platform, last order value…) hold the latest known value for that person and can come from several sources at once. See Data dictionary for how conflicts between sources are resolved.
Identity resolution#
B2Metric stitches anonymous web visits, app installs, sign-ups and CRM records into a single profile, so events from before a user logged in are attributed to them retroactively. The user profile shows this as an Identity resolution path.
Measures#
| Measure | Meaning |
|---|---|
| Unique Users | How many distinct users performed the event in each period. |
| Event Count | How many times the event happened. |
| Aggregate Property | Sum, average, etc. of a numeric property (e.g. revenue). |
Segments#
A segment is a saved group of users defined by behaviors and properties, such as “purchased at least once and added to cart in the last 30 days”. Segments refresh on a schedule and can be sent to destinations like Google Ads, Meta Ads, Emarsys or a Flowly journey.
Date ranges and comparison#
Most reports share the same date controls: Today Yesterday 7D 30D 3M 6M 12M or a custom range, plus Compare to overlay the previous period.
Screenshots captured from the B2Metric E‑Commerce demo workspace, October 2026.