Creating a new report

You can create a new Ortto report either from an existing template or from scratch.

Creating from a template

To create a new Ortto report from a template:

  1. On the Reports page, click New report.

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  2. Select a report template.

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  3. The report will be pre-configured and shown as a preview of the last 30 days. Click "Create" to create the report.

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Creating from scratch with multiple activities

To create a new Ortto report from scratch (with multiple activities):

  1. On the Reports page, click New report  Start from scratch.

  2. Select a report type, this example will teach you about column charts.

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  3. Name your report something memorable. The convention we typically follow is the activity followed by the precision of the report. For example if you were looking at how many times your emails were opened each week this report would be named "Opened emails by week".

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  4. Select an activity to see data display on the column chart. In this example we will select Opened email.

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  5. Next we want to change the precision to Weeks.

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  6. Let’s add a second activity to compare. We will select "Clicked email" as our second activity.

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  7. Under chart options you can display the activities as "stacked" to compare them in the same column. This is useful for when you have multiple activities.

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Types of reports

Ortto provides two types of reports: snapshot and dynamic.

Snapshot

Every report created initially begins life as a snapshot.

This means that the report represents a snapshot of data in time and is not automatically updated with new information. Depending on your plan, snapshot reports are able to represent data from the last 30 or 90 days.

Snapshot reports allow you to analyze activities that occur between specific time period. They are best used for quick analysis when you don’t require information outside of this specific time period. Snapshot reports can look back up to 90 days depending on your plan.

  • When you create a report it’s a snapshot by default.

  • It’s a fixed period in time.

  • It won’t update beyond this fixed period.

To record data over time or add it to a dashboard you need to switch your report type to dynamic.

Dynamic

Dynamic reports are "live" reports which update with new information over time.

You can switch a snapshot report into a dynamic report. This is done either by switching the report to dynamic or when you pin the report to a dashboard. When the report is dynamic it means the report will continuously update with new information. As the report accumulates more and more information you can look back further and further. For example if a report with monthly precision has been dynamic for an entire year you could look back at specific months or all months over that year.

  • You can switch a report to dynamic.

  • Dynamic reports continuously collect new information so you can analyze longer periods.

  • When you pin a report to a dashboard it becomes dynamic.

switch snapshot to dynamic
switched to dynamic
Dynamic reports using field metrics will update daily (unless you click the refresh button within that time period).

Creating a field-based report

Creating a field-based report enables you to see how many users have a certain value for a custom, system or data source field on a particular day, week or month so you can track relative group sizes over time.

Using field metrics is available in pie, metric, line, table, area and column chart report types.

For example, you have a subscription-based product with plan tiers named Bronze, Silver and Gold. Where you have a custom single-select field called Plan tier, you can use this field as a metric with Aggregate by Total count to see how many contacts had the Plan tier field newly populated or updated for that particular time (such as if you want to see the number of plans on a particular day). For example, adding a clause to say where Plan tier is Gold, you can see how many contacts had the Plan tier value of gold in that period.

  • Field metrics used in line, area and column type reports must have tracking enabled, otherwise the data cannot be visualized in the report.

  • In a pie or metric report type, where a field does not have tracking enabled you won’t be able to select a historical timeframe (like "Last week"), because the report can only show data for the current day.

total count

Using the above example, where you have a custom single-select field called Plan tier with field tracking is turned on, selecting to Aggregate by Total incremental will show you how many people had a value during that particular time. As before, with where Plan tier is Gold, you can see how many Plan tier fields were gold in that period.

To view how many people there are with each different field value use Group by attribute or field and select the same field.

incremental group2
  • Using the Aggregate by option Total incremental can only capture field value changes if field activity tracking is enabled. Learn more about Fields.

    The report can only load data from the time activity tracking was turned on for the chosen field.

  • If a person has multiple field updates in the specified period (days/weeks/months), only the latest New value field attribute update to occur will be included in the report.

  • If data retention is turned on for the tracked activity, the report can access as much data as is available for the field.

To create a field-based report:

  1. Follow steps 1 to 3 under Creating from scratch with multiple activities.

  2. Click Add metric and select a field. Using our subscription plan example above, this could be Plan tier.

    If no Where clause is selected, the report will include people with a value for that field (the same as a has any value condition).
  3. Choose an Aggregate by option.

  4. To see different field values, select Group by attribute or field and select the same field activity you chose as the initial activity metric (e.g. Plan tier).

  5. Click Create to finish.

If the report is made dynamic, field updates will be calculated once per day (unless you click Refresh within that period).

Uniqueness window

When you create a report with the Aggregate by option Unique total count, you are able determine the Uniqueness window. The uniqueness window enables you to choose the window in which the report captures unique contact activities (for the timeframe of your report).

For example, a report with a Timeframe of 30 days and:

  • a Uniqueness window of 24 hours will capture unique contact activities for each day of the 30 days. So if your report metric is Clicked email and a contact clicks an email once per day in 30 days, the report will count 30 unique clicks. But,

  • a Uniqueness window of 30 days will capture unique contact activities over the whole 30 days. So for a report on the Clicked email activity, where a contact clicks an email once per day in 30 days the report will count 1 unique click.

  • The default Uniqueness window is 24 hours.

    • If you select a uniqueness window other than the default for a dynamic report with more than 90 days of data, the report will be limited to showing a maximum of 90 days of data.

    • If you select a uniqueness window other than the default for a snapshot report, the report is able to show more than 90 days of data.

  • For dynamic reports, the uniqueness window works on a rolling timeframe. For example, if your Timeframe is 90 days and the Uniqueness window is 30 days, the report will capture the first 30 days of unique contact activities, then the next 30 days, then the last 30 days of the timeframe.

  • The maximum uniqueness window is 90 days for custom activities and 30 days for system and data source activities.

Chart options

The following table details by report type the chart options available when you create a report from a template or from scratch.

Chart option Report type Description (This option…​)

Compare to previous period if available

Line graph, metric

Displays data from a previous period (if available) so you can compare the previous and current results.

Display values

Funnel, pie chart, line graph, area chart, column chart

Displays the data total count value instead of a percentage.

Display as donut

Pie chart

Shows the data in a donut shape instead of a solid circle.

Display empty values as unknown

Pie, line graph, area chart, column chart

Labels empty attribute values as "unknown".

Exclude members of suppression filter

All

Is automatically selected if you have a Report suppression filter enabled in your account Setup (under Customer data). If you do not have a report suppression filter enabled, this option will not be available to select.

Show cumulative data

Column chart, line graph, area chart

Displays the total amount of data that’s been gathered over a period of time.

Show trendline

Line graph, area chart, column chart

Shows a straight line identifying the overall trend direction for a metric.

Stacked values

Column chart

Displays data stacked in the same relevant column for the time period, instead of side-by-side.