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You can open all of the available reports and settings via the navigation bar. If you click on a navigation area, a menu with the selection of the respective reports, functions and settings will open on the right-hand side. Settings are marked with a gear wheel. The menu automatically closes with a click on an entry or click on the close symbol to the top right. When you have opened a report, the navigation area you are in is highlighted with an orange bar and orange font colour.

Note: Which functions you can avail of depends on your respective licence. If you cannot use a function, you will find a rocket symbol which points to an option to upgrade.

Introduction to Report Interface

As soon as you select a report, the following interface generally appears:

The reports are based on the combination of so-called dimensions, optional segments and key figures. In the table, the dimensions and segments appear with their values in the left area. The evaluation of data is divided into two general sections: the graphical display in the upper section and the tabular display in the lower section. The evaluation area includes the following elements:

  • Report name and general report functions (My Configurations, Selecting timeframe, Forwarding, Export, Feedback) (see 1)
  • Graphic with Settings (see 2)
  • Table with segmentation bar (see 3)

Timeframe Selection

To the top left, beside the report name, the currently selected timeframe will be shown. By default, the evaluation period is set to the last seven days and the current day. By clicking on the Timeframe button, you can open the calendar and open the analysis for a specific period of time (see 1).

To quickly set the timeframe, you can use the predefined timeframes from the calendar’s selection list (e.g. Current week, Current month) (see 2). There are two options if you wish to set a specific timeframe in the calendar:

1. From the predefined timeframes, select the one that matches best for you (see 1).

2. Use the calendar to set a specific timeframe by selecting the desired start and end date and then clicking Apply (see 2).

My Report Configurations

If you apply the same settings regularly for a certain report (timeframe, dimension, segment and/or key figures selection), it can make sense to save your configurations. You can access the saved configurations by going to the My Configuration dropdown menu, thereby saving yourself time and effort. To save your configurations, please proceed as follows: Select a report and set the desired settings. Click on the Disk symbol to the right of the configuration selection (see 1).

  1. In the Save My Configuration window, set a name and timeframe (see 1).
  2. Select if the configuration should be activated for other users (see 2).
  3. Click Create or Use by default if you wish to overwrite the default view (see 4).

Note: You can also overwrite/update an existing report configuration by applying the changes in the Configuration Selection and clicking on the corresponding Gear wheel beside the corresponding name in order to overwrite the shown view.

To delete saved configurations, click on the Gear wheel and then on the Recycle bin button.

Exporting Reports

To manually download report data, open the report and select the Export button to the right corner of the evaluation area. There are a number of different options and file formats available for the Export of the table (CSV, XML, XML (Excel), XLS) or the entire report as a PDF. If you export the report regularly or on a repeat basis with specific settings, you can conveniently use the automated Email Reporting.


The graphic shows the values of the table over time. The tiles to the left show the relative shares of the selected attribute dimensions, while simultaneously showing the importance of the lines in the chart. You can select and deselect the data records for the graphic using the buttons in the Show in graphic table column (see 1). The top dimension with the greatest share for the selected timeframe will also be shown in the long-term chart. If you travel with the mouse pointer along the time axis, the values for the respective time will appear for each line as well as the overall value. You have the following options when it comes to editing the graphics:

  • Selecting key figures (see 2) Using the Key figures button to the top of the graphic, you can select the key figure from the ones available in the table.
  • Changing timeframe (see 3) You just the timeframe by moving the slider in the long-term chart and then clicking on Apply timeframe.


The tabular view is split up into three areas: In the left area, the attribute dimensions and segments, like the page names, are shown; on the right, the respective key figures, like the visits, can be seen and above the actual table you will find the configuration of the dimensions and segments.

You have different options to adjust the tabular view inside the three areas:

Selecting and Deselecting Dimension (see 1)

In some reports (e.g. Basic ReportsGeo) there are several dimensions available in the report as standard which can be selected and deselected individually via the Radio buttons. If, for example, you would like to evaluate the traffic by city in Germany, then you can activate the dimensions ‘Country’ (default) and ‘City’, but not ‘Region’.

Segmentation (see 2)

In the reports, you can break down the analysis of the data even further by adding additional segment dimensions. Segmentation in etracker Analytics does not just apply a filter and reduce the data, rather it enables a complete drill-down according to all of the segment values. If, for example, you would like to segment the report by device type as well, then you won’t need to filter individually by ‘Desktop’, ‘Tablet’, ‘Smartphone’ or ‘Others’, but simply select the ‘Device type’ segment, which automatically activates the drill-down functions for all four segment characteristics. By default, the top 5 segments in the table are shown for the first dimension. You can enlarge the number of shown segments to up to the top 100 values. The drill-down for other dimension values can be executed by clicking on the plus symbol in front of the values. In the same way, you can undo the drill-down for each value by clicking on the minus symbol.

Tip: etracker Analytics enables multi-dimensional segmentation in very dynamic form. This way you can study the interplay between the different dimensions in a very exploratory way. If you have added multiple segments to the report, it is even possible to change the order of the segments by moving the grabber of the respective segment by holding down the left mouse button in the segmentation bar.

Increasing attribute column width (see 3)

Via the arrows in the upper left corner of the attribute column area, you can increase or decrease the width so as to show more symbols.

Sorting key figures (see 4)

The values of the key figures can be sorted in ascending or descending order by clicking on the column title. The current sorting criteria will be shown by the sorting arrow below the respective key figure term.

Showing/Hiding and Sorting Key Figures (see 5)

To show or hide key figures or key figure groups, you can position the cursor over the key figure group headers and click on the black bar. In the layer which opens you can select or deselect individual key figures inside the groups or entire key figure groups. Using the grabbers to the top left in the group boxes, you can also change the sorting of the key figure groups. Then click on Save to apply your key figure settings.

Filtering Attributes (see 6)

In the report Basic ReportsContentPages, you also have the option to filter according to certain dimension values, in this case, page names. The filter functions can be found above the segment and dimension configuration section.

Filtering Attributes

In many reports, you can also filter according to certain dimension values like Referrer URLs, Page names, Event names or Campaign names. The filter functions can be found above the segment and dimension configuration section. The Advanced Filter option enables the combined searching in multiple dimensions or segments, the selection of the match type (contains, exactly matches, starts with, ends with) and if the filter should serve as an exception or search criterion (include or exclude results). This way you can quickly find the data records which you need for your evaluation. This is particularly helpful when you supplement the corresponding parameters for event or page names with additional information, e.g. using prefixes for the selected language.  

Switching Distribution Model

Click to switch back and forth between the different models for attributing orders and sales and switch flexibly between the models. The switch can be found to the top right of the table. Click on the active distribution model and select the desired model from the dropdown menu. The orders and sales will be redistributed in an instant.

This way you can quickly find the data records which you need for your evaluation. This is particularly helpful when you supplement the corresponding parameters for event or page names with additional information, e.g. using prefixes for the selected language.

Available Distribution Models:

  • Last Ad (standard model): The conversion will be assigned to the last source of entry.
  • First Ad (standard model): The conversion will be assigned to the first source of entry.
  • Linear (equal distribution): The conversion will be distributed evenly across all sources of entry. All touchpoints have the same share or the same evaluation.
  • Position (also known as the Bathtub Model): The conversion will be assigned to the first and last contact, each with 40%, and to the others with 20%. The first and last sources of entry thereby receive the highest values respectively.

Please note: Type-ins will be included in the evaluation if only the medium Type-In is included in the contact chains (see Marketing Reports Contact Combinations). The distribution models always refer to the following key figures only: Orders, Sales and Conversion rates. The model selection is available in these reports: Month & year, Week, Day, Hour, Geo, Language, Device, Operating system, Browser, Medium, Campaign, Referrer.

Timeframe Comparison

Using the timeframe comparison, you have the option to compare a current timeframe with the data from the previous timeframe. The changes are visualised in colour in the report table so that you can identify at a glance for which segment values the key figures changed most positively or negatively. Please note that the comparison is only visualised in the report table. The data of the current timeframe will continue to be shown in the diagram.

Selecting the Timeframes

Selecting the Current Timeframe In the report which opens, click on Timeframe Selection above the graphic.

In the shown calendar, you can now select your desired timeframe by clicking on the first and last day.

Activating the Comparison Timeframe Using the Compare with switch, you can then activate the comparison timeframe. Here, a timeframe of the same length as the one directly before the current timeframe is automatically selected as the comparison timeframe. Example: If you select 3 April to 23 April as the current timeframe, then when you activate the comparison timeframe, 13 March to 2 April will be set. If you change the current timeframe when the timeframe comparison is activated in the calendar, then the comparison timeframe will be adjusted automatically.

If you would like to compare the already selected timeframe from the report with the same timeframe before that, then you can also activate the comparison using the switch beside the shown timeframe in the report.

Display of the Timeframe Comparison in the Report Table

When the timeframe comparison is activated, the changes to the comparison timeframe will be visualised in the report table.

Display of the Comparison in the Overall Bar In the overall bar, the percentage change to the comparison timeframe as well as the absolute amount for the current timeframe are shown. The deviation is also shown either by an arrow up (better than in the comparison timeframe) or by an arrow down (worse than in the comparison timeframe). For differences of greater than +5%, a green arrow (improvement) or a red arrow (underperformance) is shown. The “Bounce Rate” key figure represents a special case. For bounce rates which fall compared to the comparison timeframe, this is visualised as an improvement, while differences of -5% or higher are displayed correspondingly with a green arrow or a green bar. Bounce rates which increase for comparison timeframes are shown with a red arrow or bar.

Display of the Comparison in the Segments

In the report table, in addition to the absolute value of the current period, bar charts for the key figures of the segments are used to visualise the changes. The grey bar from the left to the black line shows the overall value of the timeframe currently in view. If there are no changes to the key figure value for the comparison period, the bar will not be coloured in, but will remain shown in grey. The lengthwise relations of the bars of a key figure across all segments of the report are based around the highest key figure value of the current timeframe or (if this is higher) to the value of the comparison timeframe (see Fig. 7).

If the key figure value for the comparison timeframe changes, the difference between the comparison timeframe and the one currently in view will be shown with a green or red section up to the black line. Green colouring evaluates the increase as an improvement in performance (like, for example, when increasing the PIs). Red colouring evaluates the increase as a drop in performance (like, for example, an increase to the bounce rate).

Opening Up an Additional Segment Level with Active Comparison

If you open up a segment level for an additional segment in the report, then the comparison timeframe will also be visualised for the additional segment. The relationship of the lengths of the comparison bars here is aligned around the maximum key figure values of the additionally opened up segments.

Display of the Values on MouseOver

If you position the mouse over the line of a segment in the table when the timeframe comparison is active, the percentage and absolute change of the key figure value compared to the comparison timeframe will be shown instead of the bar.

Ending the Timeframe Comparison

You can end the timeframe comparison using the switch beside the display of the timeframe in the report or via the Compare with switch in the calendar.