Reports
How Axalot Tracker reports help inspect traffic, stream routing, source parameters, funnel events, conversions, revenue, and quality issues.
What reports do
Reports are the main debugging surface for Tracker. Use them to follow traffic from the campaign link to stream routing, destination selection, postbacks, outgoing callbacks, and revenue.
Traffic
Visits, unique visits, source parameters, device, geo, and time groups.
Flow
Pre-landing views, landing views, clicks to offer, redirects, and PWA installs.
Conversions
Sales, leads, registrations, conversion rates, and offer-level rates.
Quality
Invalid flow, expired flow, and validation error events.
Console path
Console / Tracker / ReportsConsole / Tracker / Reports / PostbacksConsole / Tracker / Reports / Events
Report surfaces
| Surface | Use for |
|---|---|
| Tracker report | Main aggregate report with groupings, metrics, filters, and saved presets. |
| Postback report | Raw incoming postback inspection: URI, body, IP, user agent, source, click id, status, revenue, currency. |
| Events report | Internal event inspection: event success, visibility, muted state, agent, outcome, and event payload. |
Groupings
Groupings decide how rows are split. A preset can use up to 4 groupings.
Use ten_minute, hour, day, week, or month to find when performance changed.
Use campaign, traffic source, affiliate network, offer, offer link, pre-landing, landing, PWA, stream, and rotation groups to follow the routing chain.
Use MT audience fields such as browser name, browser engine, device type, OS, mobile flag, bot flag, host, IP version, language, timezone, continent, country, region, postal code, and user agent to debug audience quality.
Use utm_*, ext_click_id, cost, currency, creative_id, ad_campaign_id, source, keyword, and sub1-sub10 to verify Traffic Source mapping.
Metrics
| Category | Metrics to start with |
|---|---|
| Traffic | visits_count, unique_visits_count |
| Flow | pre_landing_views, landing_views, landing_to_offer_clicks, offer_redirects, visit_to_offer_rate |
| PWA | pwa_installs, click_to_install_rate, unique_click_to_install_rate |
| Conversions | sales_count, leads_count, registrations_count, visit_to_sale_rate, offer_to_sale_rate |
| Revenue | total_revenue, sales_revenue, epc, unique_epc, revenue_per_visit |
| Quality | invalid_flow_events, expired_flow_events, validation_error_events |
Start narrow
For debugging, start with a small set of groupings and metrics. Add more only after the first view explains the problem.
Debugging order
Start with day and campaign_id using visits and unique visits.
Add Traffic Source fields such as creative_id, ad_campaign_id, or sub1 when URL parameters may be wrong.
Add stream_id and rotation_id when routing may be wrong.
Add offer_link_id and conversion metrics when destination or postback quality is the question.
Open Postback logs when conversions are missing, status is wrong, or revenue is empty.
Check Events when flow counters, PWA events, or validation errors do not match expectations.
Common report recipes
| Question | Group by | Metrics |
|---|---|---|
| Did a campaign receive traffic? | day, campaign_id | Visits, Unique Visits |
| Did source parameters arrive? | campaign_id, creative_id, sub1 | Visits, Unique Visits |
| Which stream caught traffic? | campaign_id, stream_id | Visits, Offer Redirects |
| Which destination won? | stream_id, rotation_id, offer_link_id | Offer Redirects, Sales, Revenue |
| Is a landing losing traffic? | landing_id | Landing Views, Landing to Offer %, Visit to Offer % |
| Are PWA installs happening? | pwa_id | PWA Installs, Click to Install % |
| Why is quality bad? | campaign_id, stream_id | Invalid Flow, Expired Flow, Validation Errors |