Reports, comparisons, click logs, exports and shared links

Every member of a workspace reads all of its reports. Reports are under Reports in the portal, and the logs under Activity.

A report

A report is a table: rows grouped by up to four dimensions, and a column for each measure.

Dimensions

Time: hour, day, week (from Monday), month, hour of the day, day of the week, in the time zone you pick (the workspace’s by default).
Your catalog: campaign, connection (traffic source), flow, rule, path, lander, offer, network.
The visitor: country, region, city, ISP, ASN, connection type, carrier, device type and brand, OS and version, browser and version, language, referrer domain, bot reason.
The conversion: event type, status, coupon, how it was attributed (click, coupon or campaign).
The source’s tokens: placement, source campaign, creative, site, keyword, and v1 to v20, the report columns a source’s template gives its extra tokens, under the template’s own labels.
Where a visit came from (channel), for a site’s own visits: see Coupons, organic traffic and apps.
Funnel steps (the step of a path and the lander at it): a funnel report shows the visits that reached each step.

Measures

Visits, unique visits, clicks, CTR, conversions, CR, revenue, pending revenue, cost, profit, ROI, EPV, EPC, CPV, CPA and the bot share; and for sources that fire impression URLs, impressions, ICTR and CPM.

A visit is a request to a campaign’s URL; a click is a visit that went on to an offer. Unique visits count distinct visitors per UTC day and campaign.
Revenue counts approved conversions; pending revenue shows apart. Declined and charged-back conversions earn nothing.
Cost is the visits’ own costs (a cost token, CPC or CPM), replaced where spend pulled from the source covers the period, plus per-conversion costs (CPA, revshare). Spend is shared over the visits it covers.
Ratios divide by what is under them; over nothing they read 0.
Impressions exist only for the dimensions their URL carries (time, campaign, connection, source campaign and one token field); grouped by anything else they are blank.

Filters, sort and options

Filters keep rows whose dimension has one of 1 to 1,000 values, or none of them with exclude. An empty value matches rows where the dimension is empty.
Sort by dimensions and measures.
Currency: amounts convert to your workspace’s currency at the European Central Bank’s daily reference rate of each UTC day, with the original currencies shown beside. A currency the ECB publishes no rate for is not converted, and said so.
Time basis: count a conversion at its visit’s time (a day’s revenue sits beside what that day’s traffic cost, and a late conversion changes the day it came from), or at its conversion’s time (a day’s report does not change once the day is over).
Attribution model: see Attribution models.
Range: from the dates you pick, within 31 days when grouped by hour or by two token dimensions together, 13 months when grouped by one token dimension, and 3 years otherwise. A report shows the time it is current to.

Comparison and trend lines

Compare a report with the previous period (as long as the report’s range, just before it: whole months before whole months, whole days before whole days) or with any range you pick. Each row shows its matching row from the other range and the change of every measure: absolute, and relative to the comparison (not shown when the comparison was 0). You can sort by a change.
Trend lines over a time series: a moving average (2 to 90 periods; by default 24 for hours, 7 for days, 4 for weeks, 3 for months) or a linear fit (the least-squares line, with its change per period). Up to four lines, each of one measure.

Click and visit logs

Under Activity, Visits and Clicks list single visits and clicks, latest first, filtered by the same dimensions, for at most 31 days at a time. The visit log goes back 90 days; the click log goes back as far as your workspace keeps its clicks. You can download a log as a CSV at once, or export it.

Saved views

A view is a report’s query, saved with a name. It is private to you or shared with the workspace’s members. You can keep 100 private views, and the workspace 200 shared ones. A view keeps its range as you set it: a relative range (the last 7 days) is read each time.

Shared links

A buyer can share a view by a read-only link that opens without a login, at https://app.tallyray.com/shared/<token>, with a CSV at the same address and /csv.

Live links show the data as it is at each opening. Snapshot links show the report as it was when shared (the first 5,000 rows, the totals still whole), and never refresh.
A link ends a day to a year after it was made. A view can have 20 links, the workspace 100.
The link copies the view’s name and query when it is made and keeps them. If you change the view, share again to copy it to the link.
Revoke a link and it stops at once. Deleting the view revokes its links. A link that does not open answers 404 whatever the reason.
The link is the credential: anyone with it sees that report. It shows totals by the view’s columns, never a single visit or conversion.

Scheduled reports by email

A schedule mails a view’s report daily, weekly or monthly, at an hour of the workspace’s zone, with its first 25 rows and totals in the email and its rows (up to 10,000, 5 MiB) in a CSV.

A schedule covers the period just closed (yesterday, last week from Monday to Sunday, last month), or the query’s own range.
Recipients are members (mailed while they are active members) and outside addresses on the workspace’s list. Up to 25 recipients per schedule.
Outside addresses. The workspace’s owner adds an address; Tallyray mails it a confirmation, good for 7 days (three asks in all). It gets no report until its own owner confirms. An address that declines, or stops every report from the workspace, leaves the list for good.
A member can leave a schedule and nobody puts them back. Every email carries an unsubscribe link.
Run a schedule now, up to 10 times a day. A schedule waits for the data (up to 2 hours) before it runs, and its runs and failures are listed.
A schedule is paused when it has no recipients left.
A view can have 5 schedules, the workspace 50.

Exports

An export makes a CSV of a report or a log in the background, for downloads and for your own storage.

Files are gzipped CSV, kept 7 days. A catalog dimension is written by id and by name. A text cell that starts with =, +, - or @ begins with ', so a spreadsheet never runs it as a formula.
An export stops at 5,000,000 rows or 1 GiB and says so.
Limits: 2 running or queued per member, 10 per workspace, 100 a day, and 10 GiB of files together.
A CSV at once (a report, the visit log, the click log) is limited to 10,000 rows and 5 MiB; larger ones are exports.
A log is never sent by a link or email: it goes to a download or to your storage alone.

Your own storage

The workspace’s owner names destinations under Settings, Export destinations: an Amazon S3 bucket (region, bucket, optional prefix, an access key id and its secret) or a Google Cloud Storage bucket (a service account’s JSON key). The key needs permission to write objects and nothing else. A destination can be used once its secrets are set and a test (a small object written under its prefix) has passed since it last changed. Up to 10 destinations per workspace.

An export, or a schedule (up to 3 destinations each), then writes <prefix>/<name>/<from>_<to>_<export id>.csv.gz (or .csv), one object per run, never overwritten. Sending is retried up to 6 times over about an hour. A log can also be exported on a schedule (yesterday’s, last week’s or last month’s visits or clicks), to destinations alone.

Looker Studio

Tallyray has no Looker Studio connector. You can bring numbers in through files: a live link’s CSV address can be read by a spreadsheet, and exports to your Cloud Storage bucket can be loaded into BigQuery. Neither is tried against Google’s tools, so check how often Google re-reads a file and how large it can be. The CSV has a last line of totals, and a link’s CSV is cut at 10,000 rows.

Costs you enter by hand

If a source has no API, or you buy traffic outside a template, you can report spend for a connection’s campaigns or source campaigns by hand. A later report for the same key replaces the earlier one.