> ## Documentation Index > Fetch the complete documentation index at: https://docs.datalyr.com/llms.txt > Use this file to discover all available pages before exploring further. # Reports > Analyze attribution by source, campaign, and channel with detailed breakdowns Reports provides deep attribution analysis with breakdown tables showing performance by source, medium, campaign, referrer, and more. ## 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 ## Key Features ### 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. ### 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. ### 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. ### Sortable Columns Click any column header to sort: * Ascending or descending * Multiple levels of sorting * Persists across page refreshes ## 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 ``` ## How It Works ### 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. ### 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. ### Time Series Each report card can show trends over time: * Daily breakdown * Weekly aggregation * Monthly rollup See how performance changes throughout the period. ## 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 ## Next Steps View aggregated metrics See individual user paths Learn about attribution Track profit by campaign