# Tmall Analytics Overlay

## Metric contract

Separate search, recommendation, paid media, campaign, direct, member, product, and store traffic. Use payment and settled/refund-adjusted views consistently.

## Diagnostic chain

Impression -> click -> product detail -> add-to-cart/favorite -> order -> payment -> refund -> repeat.

Segment by keyword, audience, SKU, price, review base, campaign, new/old customer, and cohort. Include store score, service, fulfillment, and refund reasons.