Overview
Insights Reports let you generate detailed analytical reports from your event data. Reports are processed asynchronously, meaning you queue them and check back when they are ready. This approach allows TagPipes to crunch large volumes of data without making you wait on a loading screen.
The available report types cover the most common analytical needs for marketing teams. You can analyze conversion funnels to find where users drop off, attribute revenue back to specific traffic sources and campaigns, map the customer journey from first touch to conversion, visualize navigation flow patterns, and score your traffic sources on quality metrics.
Reports pull from the event data collected by your Echo pipeline. The more event data you have flowing through Echo, the richer and more detailed your reports will be. Make sure your Echo pipeline is active and collecting events for the date ranges you want to analyze.
Queueing a Report
Navigate to Insights in the sidebar, then click Reports. The Reports page shows your existing reports along with their current status. Click the Queue Report button in the top right to start creating a new report.
Select the report type from the dropdown menu. Each type has its own configuration options, but all reports require a date range. Set your start and end dates to define the period you want to analyze. You can also apply optional filters such as traffic source, device category, or geographic region to narrow the scope of the report.
Once you have configured the report settings, click Queue to submit it for processing. The report appears in your list with a "Queued" status. You can queue multiple reports at the same time without waiting for previous ones to finish. Each report processes independently in the background.
Report Types
Conversion Funnel
The Conversion Funnel report shows step-by-step conversion rates across your defined funnel stages. It identifies exactly where users drop off in the process, giving you clear data on which steps need improvement. Each stage displays the number of users who entered, the number who continued, and the percentage that converted to the next step.
Revenue Attribution
Revenue Attribution breaks down your revenue by traffic source, campaign, and medium. It answers the question of which marketing channels are driving actual revenue. The report provides both first-touch and last-touch attribution views so you can understand the full picture of how your marketing spend connects to revenue outcomes.
Customer Journey
The Customer Journey report maps the paths users take before converting. It shows the sequence of touchpoints, from the first visit through to the final conversion event. This helps you understand how long the typical buying process takes and which channels play a role at different stages of the journey.
Customer Journey Flow
Customer Journey Flow visualizes the most common navigation paths across your site. Unlike the Customer Journey report which focuses on marketing touchpoints, this report tracks page-to-page movement. It reveals which pages users visit most frequently, where they enter, where they exit, and which paths lead to conversions.
Traffic Quality Analysis
Traffic Quality Analysis scores your traffic sources on engagement metrics like bounce rate, pages per session, session duration, and conversion rate. It helps you identify which sources bring high-quality visitors versus which sources bring traffic that leaves quickly. Use this report to make informed decisions about where to invest your marketing budget.
Monitoring Status
Return to the Reports list at any time to check the progress of your queued reports. Each report displays its current status, which moves through three stages: Queued, Processing, and Completed. The list updates automatically so you can see status changes without refreshing the page.
Processing time depends on the volume of event data in your selected date range and the complexity of the report type. Most reports complete within a few minutes. Reports covering longer date ranges or high-traffic properties naturally take more time to process. Customer Journey and Flow reports tend to take slightly longer because they analyze sequential user behavior across sessions.
If a report encounters an error during processing, it displays a Failed status with a brief description of what went wrong. You can delete the failed report and queue a new one after addressing the issue.
Viewing Reports
Click View on any completed report to open it. Each report includes interactive charts, summary KPIs at the top, and detailed data tables below. The charts are fully interactive, so you can hover over data points for exact values, click legend items to toggle series on and off, and zoom into specific time periods.
The summary KPIs give you the headline numbers at a glance. These vary by report type but typically include totals, averages, and percentage changes. Below the charts, the data tables provide the full granular breakdown that you can sort and scan through.
You can drill into specific segments or time periods within the report by clicking on chart elements or using the filter controls. This lets you investigate patterns without queuing a separate report. For example, clicking a specific traffic source in the Revenue Attribution report filters the entire view to show only that source's contribution.
Managing Reports
The Reports list page is your central hub for all generated reports. You can queue multiple reports at once, and they all appear in the list sorted by creation date. Completed reports remain available until you choose to remove them, so you can revisit past analyses whenever you need them.
Delete old reports to keep your list organized and easy to navigate. Click the delete icon next to any report to remove it. Deleting a report is permanent and cannot be undone, so make sure you no longer need the data before removing it.
For recurring analytical needs, consider queuing the same report type on a regular cadence (weekly or monthly) so you can compare results over time. Naming your reports with the date range in the title makes it easy to find and compare specific periods later.
Data Explorer
If you need ad-hoc analysis that does not fit neatly into one of the predefined report types, use the Data Explorer instead. The Data Explorer provides a step-by-step wizard that lets you build custom datasets by selecting dimensions, metrics, filters, and date ranges. It is designed for one-off investigative queries where you want full control over what data is returned.
The Data Explorer is complementary to Reports. Use Reports when you want a structured, repeatable analysis with polished visualizations. Use the Data Explorer when you want to answer a specific question by slicing the data in a custom way. See the Data Explorer guide for a full walkthrough of the wizard and its capabilities.
Tips
- Start with shorter date ranges for faster processing, then expand the range once you know the report produces what you need.
- Queue multiple report types at the same time to build a complete picture of your marketing performance in one batch.
- Use the Campaign Analytics reports for marketing-specific analysis when you need campaign-level granularity.
- Check the summary KPIs first for a quick read, then drill into the charts and tables for the details.
- Revisit the same report type on a regular schedule to track trends over time.
Troubleshooting
Report stuck in Processing
Large date ranges and high-traffic properties produce more data for the report engine to process. Wait up to 15 minutes before assuming something is wrong. If the report still has not completed after 15 minutes, delete it and try again with a shorter date range. If the problem repeats, check that your Echo pipeline is healthy and delivering events.
Report shows no data
Verify that your Echo pipeline is actively sending events for the date range you selected. If Echo was recently set up, there may not be enough historical data yet. Also check your filters to make sure you have not accidentally excluded all traffic. Try removing all filters and running the report again to confirm data exists for that period.
Report type not available
Some report types require specific event types to be collected before they can generate results. For example, the Revenue Attribution report needs purchase or transaction events, and the Conversion Funnel report needs the funnel step events to be defined. Verify that your Echo pipeline is collecting the necessary event types for the report you want to run.