The conceptual representation generated by the DFM consists of a set of fact schemata. Fact schemata basically model facts, measures, dimensions, and hierarchies.

A fact is a concept relevant to decision-making processes, and it typically models a set of events taking place within a company.

A fact must have dynamic properties or evolve in some way over time. Examples of facts in the commercial domain are sales, shipments, purchases, and complaints.
In the DFM, a fact is represented by a box labeled with the fact name.