Using metric reports
Overview
Metric reports provide a focused way to display a single key value. Instead of breaking activity data into rows and columns, a metric report highlights one aggregated result, such as a total count, sum, average, or rate.
They are typically used to surface high-level performance indicators and make important numbers easy to monitor at a glance.
When to use a metric report
You can use a metric report when you need to track a single, important value across activities, campaigns, or time.
Here are some example cases where a metric report can be used:
- Display the total number of emails sent
- Monitor total Talk conversations created within a timeframe
- Display a conversion rate or campaign performance metric
Metric reports are best suited for dashboards where you want to highlight a specific KPI.
Creating metric reports
You can create a metric report by selecting Analytics > Reports > +New Person/Account Report > Start from scratch > Metric report.
When building the report:
- Click + Add metric to select the activity you want to report on.
- Use the table below to configure the report's settings in the editor.
- Select Create to build the report on the account.
Below is a table of the available setting options for this report:
Setting | Description |
|---|---|
Report Name | Sets the internal name of the metric report, making it easy to identify in the reports list and dashboards. |
Add metric / Add another metric | Select the activity, contact field, or account field to use as a metric in the report. Learn more about field-based reports. |
+ Where | Add conditions to refine which activities or field values are included in the metric. |
Label | Sets the metric name for the report. |
Aggregate by | Choose how the metric is calculated: Total count or Unique total count. Metrics with number or currency attributes can also be aggregated by Sum or Average. |
Attribute for aggregate | When aggregating by Sum or Average, select the number or currency attribute to calculate. |
Associate by | When using Unique total count, select the attribute that determines how activities are counted as unique. Learn more about uniqueness. |
Divide by another metric | Divide one metric by another to calculate a rate or ratio. E.g. divide unique Opened Email by unique Received Email activities for an open rate. Learn more about campaign statistics. |
Display As | When dividing metrics, choose whether the result is displayed as a Rate (%) or a standard value. |
Filter results by | Apply additional filters to limit which contacts are included, such as audience membership, field values, or tags. |
Timeframe | Sets the date range for the report. Only activities within this window are included. |
Goal | Set an optional target value for the metric and choose whether performance should be above or below that target. The goal value is displayed below the metric along with a percentage in parentheses that indicates progress toward the goal. |
Uniqueness Window | Determines how often the same contact can be counted for the same activity. This prevents duplicate activity events from inflating results within a defined time period. Learn more about uniqueness windows. |
Chart display | Select whether to compare the metric value to the previous period when available. The comparison is shown as a percentage in the top-right of the metric report with an up or down arrow indicating whether the value has increased or decreased relative to the previous period. |
Exclusions | Allows you remove contacts in your suppression list from your report, such as internal users or test data, to keep your results clean and accurate. Learn more about the email suppression list. |
Interpreting metric reports
A metric report is displayed as a single value that represents an aggregated result for the selected activity, field, and timeframe.
Understanding the metric value
The metric value represents the calculated outcome for the selected activity or field across all records included in the report.
Depending on how the metric is configured, the value may represent:
- The total count of matching activities or records
- A unique count where each contact is counted once based on the selected association
- A sum or average of a number or currency attribute
- A rate or ratio when the metric is calculated by dividing one metric by another
All calculations are based only on the records that meet the report’s filters and timeframe.
NOTE: Reports are built using existing activity data. The data available in a report depends on each activity’s data retention settings. Learn more about data retention.
Interpreting comparisons and goals
If enabled, a metric report may also display:
- A comparison to the previous period shown as a percentage with an up or down arrow indicating whether the value has increased or decreased
- A goal value shown below the metric with a percentage indicating progress toward the target
These indicators help provide context around performance trends and goal attainment without requiring additional breakdowns.
Example: The metric report shows an open rate of 33.9% over the last 90 days. This represents a 19% decrease compared to the previous 90-day period. The goal for this metric is 25%, and the current value exceeds that goal by 136%.