Reports

Reports give you aggregate views over the Click Log. Use them for "how is my campaign performing" questions — not for individual click investigation.

The reports tab supports:

• Multiple grouping dimensions — group clicks by link, source, country, device, channel, etc.
• Calculated metrics — beyond raw counts, derived metrics like conversion rate, ROI, EPC, ROAS.
• Date range filtering — last 24h, 7 days, 30 days, custom.
• Sub-reports — group by link, then drill in to see grouping by country within that link.

Grouping​

The first decision is what to group by. Pick a dimension at the top of the page.

Group By	What You See
Link	One row per tracked link
Lander	One row per landing page
Offer	One row per offer
Source	One row per traffic source
Country	One row per country
Region / City	Geographic drill-downs
Device Type	Desktop / mobile / tablet
OS / Browser	Detailed device breakdowns
Channel	Direct, Paid Search, Paid Social, etc.
UTM Source / Medium / Campaign	Group by any UTM dimension
Click ID Platform	Google Ads, Meta, TikTok, etc.
Token 1 through Token 10	Custom variable from your source mappings

Combine groupings to drill in. Grouping by Source first, then by Country within a source, isolates "Facebook traffic from Brazil" from "Facebook traffic from US".

Metric Reference​

Every metric the report can display. The first set are aggregations (raw sums); the second set are calculated.

Aggregated Metrics​

Metric	Computation
total_clicks	COUNT(*) — every click recorded
unique_clicks	COUNT(*) WHERE is_unique = true — first click per session
total_conversions	SUM(conversions_count) — total conversions across all clicks in the group
total_revenue	SUM(revenue) — total revenue from conversions
total_cost	SUM(cost) — total ad cost across the clicks
bot_clicks	COUNT(*) WHERE is_bot = true
avg_time_on_page	Average active seconds across clicks (only includes clicks with engagement data)
avg_scroll_depth	Average max scroll % across clicks

Calculated Metrics​

Metric	Formula	Meaning
Profit	revenue − cost	Money kept after ad spend
ROI	(revenue − cost) / cost × 100%	Return on investment, percentage
ROAS	revenue / cost	Return on ad spend, multiplier
CTR	conversions / clicks × 100%	Conversion rate
EPC	revenue / clicks	Earnings per click
Bot Rate	bot_clicks / clicks × 100%	Fraction of traffic that's bots

Engagement Metrics (from AIDA)​

Metric	Computation
Attention Rate	% of clicks where has_attention = true
Interest Rate	% of clicks where has_interest = true
Desire Rate	% of clicks where has_desire = true
Avg Time on Page	Average time_on_page (seconds)
Avg Scroll Depth	Average scroll_depth (%)

These only populate when the Tracking Pixel is installed on landing pages. Clicks that go through pure server-side /c/<slug> redirects without a pixel on the destination don't have AIDA data.

Date Range​

The toolbar at the top has a date-range picker. Default is last 7 days.

Quick Option	Range
Last 24h	Last 24 hours
Last 7d	Last 7 days
Last 30d	Last 30 days
Month to date	First of current month → now
Year to date	January 1st → now
Custom	Pick any start/end

All grouping/metric calculations respect the selected range.

Filters​

Add filters at the top to constrain which clicks the report includes. Same filter operators as the Click Log. Use to answer:

• "ROI by source for only clicks where country_code = US?"
• "Conversion rate for only clicks via the Spring Promo link?"
• "EPC for mobile-only traffic from the last 30 days?"

Filters and grouping compose: filter the rows in, then group what's left.

Sub-Reports / Drilldown​

Click any row to drill into a sub-report. This sets the row's value as a filter and lets you re-group within it.

Example flow:

1. Group by Source → see one row per source.
2. Click the "Facebook" row → enters a sub-report filtered to utm_source=facebook.
3. Re-group by Country → see Facebook traffic broken down by country.
4. Click "United States" → drills further into US Facebook traffic.
5. Re-group by Device Type → see US Facebook by mobile vs desktop.

Use sub-reports to find the lowest-ROI segments to pause, or the highest-EPC ones to scale.

Sorting​

Click any metric column header to sort. Default is total_clicks descending.

For ROI/EPC/CTR rankings, sort by the calculated metric column. Hide noisy small-volume rows with a min-clicks filter (e.g. only show groups with total_clicks ≥ 100).

Comparing Time Periods​

For trend analysis, the toolbar's Compare option overlays a previous period:

• Last 7d vs Previous 7d
• Last 30d vs Previous 30d
• Year-over-year

The report shows both columns side by side with a delta % column ("clicks up 23% vs last period").

Exporting​

Click Export to download the current report (with filters, grouping, date range, comparison) as CSV.

Common Workflows​

Find your best/worst sources​

1. Set date range to last 30 days.
2. Group by Source.
3. Sort by ROI descending.
4. Top rows = your money makers. Bottom rows (especially negative ROI) = pause those.

Compare A/B variants for a link​

1. Filter slug = your-link.
2. Group by Lander (or destination_url if using direct URLs).
3. Compare CTR and EPC across variants.

Find which countries convert best​

1. Group by Country.
2. Sort by CTR descending.
3. Top 5 = candidates to scale ad spend in.
4. Bottom 5 (with non-trivial volume) = either bad creative for that geo or genuinely poor-fit market.

Find best ad creative​

If you tag your creatives via utm_content:

1. Group by UTM Content.
2. Compare CTR + EPC.
3. Best-performing UTM content = best creative angle. Scale it.

Detect bot/fraud traffic​

1. Group by Source.
2. Add Bot Rate column.
3. Sources with >5% bot rate or anomalously low engagement (avg_time_on_page near 0, all has_attention = false) — investigate, possibly pause.

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Next Steps​

• Click Log — Drill from any row into the individual clicks behind it
• Sources — Configure Token mappings so you can group by v1-v10
• Tracking Pixel — Install to populate engagement metrics
• Conversion Pixel — Install to populate revenue + conversion metrics