Reports

Reports summarize your data in grid tables so you can analyze customer behavior and spot insights quickly. Define which attributes or events appear in rows and columns, and choose a metric to measure. Each cell then shows the count of customers or events that match your settings. You can highlight important cells or visualize the table as a chart.

Example: purchase patterns by day and hour

To see when customers purchase throughout the week, create a report with:

• Columns: Weekdays of purchase.
• Rows: Hours of purchase.
• Metric: Total number of purchases (or average price, or total revenue).

The result shows purchase patterns across the week and helps you identify peak shopping times. For details, see the Weekly Heat-map analysis article.

Create reports

1. Go to Analyses > Reports.
2. Click the + sign next to Reports.
3. The report editor opens with a blank report.

Use template library

The analytics template library has predefined report templates to help you get started. Go to Reports > New report, search by tag, keyword, or use case, select a template, and edit it as needed. Any user with edit access can import templates.

Report editor

The report editor has 2 main parts.

Building area: Define what you want to measure:

• Metrics: What to measure, such as customer count, event count, or revenue.
• Drill-downs: How to organize results into rows and columns.
• Filters: How to narrow data by date range, customer segments, or value thresholds.

Results area: See the calculated results and customize the display:

• Adjust the time range.
• Change formats.
• Add heat maps.
• Switch between table and chart views. For details, see Report views.

The report starts with a customer count metric already filled in. Customize it to your needs. By default, the editor generates a bar chart where row attributes map to the x-axis, column attributes map to the bars, and metrics map to the y-axis.

To delete, duplicate, or reorder a field, use the icons on the right side of the field in the report definition. To reorder, click and drag.

Name your report and save it before closing.

Limitations

Exceeding any limit returns an error. If these limits aren't enough, split the report into smaller chunks, or use Loomi BigQuery or Exports for full data access.

If your output is too large because of long JSON values:

1. Change the row grouping from None to any option that reduces rows below 9,999.
2. Change the column grouping from None to any option that reduces columns below 9,999.
3. Narrow the time range.

Metrics

Metrics compute the value in each table cell based on the drill-down settings in rows and columns. For example, a customer count metric combined with a session_start > country attribute in rows shows how many customers started a session in each country.

You can measure the number of customers or events. Build a metric from scratch in the report and save it for reuse, or pick an existing project metric to avoid duplication. For more information, see the metrics guide.

There are 2 options for building a metric definition:

• Simple metric: Measures a singular aspect.
• Formula: Combines multiple simple metrics or constants using mathematical operations for more complex calculations.

Aggregations

Choose from six predefined aggregates:

• Minimum: Minimum of a numeric property value.
• Maximum: Maximum of a numeric property value.
• Sum: Sum of a numeric property value.
• Count: Number of customers.
• Average: Average of a numeric property value.
• Exists: Existence of at least one value.

Formats

Apply one format at a time from the right side of the metrics area:

• Default: Default value.
• Date format: From minutes to quarters.
• Date part: From minutes to years.
• Date difference: Applies to timestamp values. Shows the time passed since the value, from "seconds ago" to "years ago", in ascending order.
• Numeric:
  • Floating: With a decimal point.
  • Integer (round): Rounded number.
  • Percent: %.
  • Financial: Such as $, €, or £.
  • Rounding: Up to 4 digits.

Edit definitions

Create or edit segmentations, event segmentations, expressions, aggregates, or running aggregates without leaving the report. When you edit a definition inside a report, apply the change to all instances of that definition or only to the current report.

Filters

For full details on filters, see the Filtering data article.

Date filter

The date filter sets the time period for report calculations. It only affects event aggregates and segmentations, not customer attributes.

Customer filter

A customer filter restricts the report to customers who meet specific conditions. For example, only customers with a valid email address.

Value filter

A value filter hides results that don't meet a threshold. For example, show only cells where the number of customers is greater than 10,000.

Metric filters

Metric filters apply to a single metric:

• Time range: Filters the time range of the events you want to calculate in the metric.
• Value filter: Filters specific results of the metric. It works like the value filter.

Report filters

Report filters take priority over metric filters. They don't overwrite the metric filters but create a common intersection.

Drill-downs

Drill-downs organize your metric results into rows and columns using events or customer properties, such as expressions, segmentations, and aggregates. You can also apply drill-downs directly in the table.

• Rows: Groups appear in the first column of the table and on the x-axis of the chart.
• Columns: Groups appear horizontally in the table and as separate bars in the chart.

For example:

• Rows drill-down: Use an expression that counts the average number of days between purchases. Groups of customers with a similar number of days between purchases appear in the first column of the table and on the x-axis of the chart.
• Columns drill-down: Use the segmentation "Returning customers" to find the revenue from returning customers by how much they've purchased. The chart displays a single bar showing the proportion of revenue generated by each segment.

To track how a metric changes over time, drill down by timestamp. To see metrics per campaign, drill down by campaign_name.

Group results

Use grouping when there are too many values to display, or when you want to cluster values by certain properties.

Grouping options:

• None: Disables any grouping.
• Auto: Selects the best grouping based on the attribute.
• Top: Shows only the top X values (max 9,999) ordered by the first metric.
• Discretization: Creates equally sized groups. The number you enter defines how many groups.
• Histogram: Automatically groups values based on average and standard deviation.
• Custom: Define your own groups by entering at least one number to create a left-closed interval.

Formats for drill-downs

In addition to date and numeric formats (same as metrics), drill-downs support string formatting:

• Original case
• Capitalize
• Uppercase
• Lowercase

Show N/A

Enable Show N/A to include undefined values in the report. Customers without a value for a field still appear in calculations.

Hide or exclude data from reports

Several options let you declutter a report without applying global filters.

Send via email

To receive updated reports by email, go to … > Send via email and choose how often you want to receive them:

• Daily: Sent every day at 8 a.m.
• Weekly: Sent every Monday at 8 a.m.
• Never: No emails sent.

Emailed reports always use UTC, regardless of your account's time zone setting. If your platform is set to a different time zone, the values in emailed reports may differ from what you see in the platform UI.

For how modifiers affect emailed reports, see Modifiers.

Manage subscriptions

To manage your subscriptions, go to your profile and open the Email digest tab. View all reports you're subscribed to and unsubscribe by clicking the trash icon.