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Reports provides deep attribution analysis with breakdown tables showing performance by source, medium, campaign, referrer, and more.

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What It Does

Attribution Breakdowns:
  • By source (google, facebook, direct)
  • By medium (cpc, organic, referral, email)
  • By campaign (summer_sale_2025, brand_awareness)
  • By referrer (google.com, facebook.com)
  • By landing page (/pricing, /features)
  • By UTM tags and click IDs
Shows Per Row:
  • Visitors, sessions, conversions
  • Revenue (from Stripe/Shopify)
  • Ad spend (from Meta/Google/TikTok)
  • ROAS (revenue / ad spend)
  • All platform metrics

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Key Features

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Drag-and-Drop Report Cards

Customize report layout by dragging cards: Available Reports:
  • Source (where traffic comes from)
  • Medium (how they arrived)
  • Campaign (which campaign)
  • Referrer (exact referring domain)
  • Landing Page (entry page)
  • Country, Region, City (location)
  • Device, Browser, OS (technology)
Rearrange cards to prioritize what matters most.

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Metric Configuration

Select which metrics appear in each report: Metric Categories:
  • Traffic: Visitors, pageviews, sessions
  • Conversion: Conversions, revenue, conversion rate
  • Ad Performance: Spend, impressions, clicks, ROAS
  • Engagement: Bounce rate, time on site, pages per session
Configure once, applies to all report cards.

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Date Comparison

Compare current period vs previous period: Example: 
Last 30D vs Previous 30D
Current: $45,000 revenue
Previous: $38,000 revenue
Change: +18.4%
See growth/decline for every metric automatically.

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Sortable Columns

Click any column header to sort:
  • Ascending or descending
  • Multiple levels of sorting
  • Persists across page refreshes

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Use Cases

Campaign Performance 
View Reports → By Campaign
Sort by ROAS descending
Identify best performing campaigns
Increase budget on winners
Channel Analysis 
View Reports → By Source
Compare Google vs Meta vs TikTok
See which channels drive revenue
Optimize budget allocation
Landing Page Optimization 
View Reports → By Landing Page
Find highest converting pages
Replicate success patterns
Fix low-converting pages
Geographic Targeting 
View Reports → By Country/Region
Identify high-value locations
Adjust geo-targeting in ad platforms
Focus on profitable markets
Device Insights 
View Reports → By Device/Browser
See mobile vs desktop performance
Optimize for primary device types
Fix device-specific issues

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How It Works

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Attribution Matching

Reports use first-touch attribution by default: Example Journey: 
Day 1: Clicks Google ad (gclid=abc)
Day 3: Returns via direct
Day 7: Purchases $99

Report shows:
Source: google
Medium: cpc
Revenue: $99
Purchase attributed to original Google ad click.

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Cross-Platform Data

Reports combine data from all sources: By Campaign Row: 
Campaign: summer_sale_2025
Visitors: 1,234 (DATALYR)
Conversions: 56 (DATALYR)
Revenue: $8,344 (Stripe)
Ad Spend: $3,500 (Meta + Google)
ROAS: 2.38x
All platform data unified in one view.

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Time Series

Each report card can show trends over time:
  • Daily breakdown
  • Weekly aggregation
  • Monthly rollup
See how performance changes throughout the period.

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Best Practices

Focus on ROAS:
  • Sort campaigns by ROAS
  • Pause campaigns with ROAS < 1.5x
  • Scale campaigns with ROAS > 3x
Compare Periods:
  • Always enable comparison mode
  • Look for trends, not snapshots
  • Investigate large changes
Use Custom Date Ranges:
  • Match ad platform reporting periods
  • Compare same day-of-week (Mon-Sun vs Mon-Sun)
  • Account for seasonality
Filter by High Volume:
  • Focus on sources with 100+ visitors
  • Small samples can be misleading
  • Set minimum thresholds
Track Landing Pages:
  • Identify best entry points
  • Test new landing pages
  • A/B test and measure in Reports

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Next Steps

Dashboard

View aggregated metrics

Customer Journeys

See individual user paths

Attribution Models

Learn about attribution

Profit Tracking

Track profit by campaign