At a glance: Advanced Reports deliver consolidated, typed, and consistently named event-level data across mobile, web, and connected TV (CTV) platforms in a single report, so you can spend less time preparing data and more time using it.
About Advanced Reports
Advanced Reports deliver attribution data that is consolidated, typed, and ready to use across mobile, web, and CTV, so your team can focus on analysis instead of preparation.
Consolidated data by data product
Advanced Reports organize event-level raw data around data products.
- Each report covers one full data product, so there are no fragmented files to stitch together.
- Data from mobile, web, and CTV is consolidated in a single file with a shared schema.
Data that is ready to use
Legacy reports returned all fields as plain strings with inconsistent naming, requiring teams to cast types, rename fields, and reconcile schemas before analysis could proceed. Advanced Reports ship with the foundational preparation already done:
- Typed fields: integers, booleans, timestamps, and enums, instead of plain strings.
- Unified schema: consistent, validated structure across all data products.
- Self-explanatory field names: consistently named and self-explanatory across all reports, making data easier to work with directly in BI tools, analyst workflows, and AI-powered applications.
Precise control over what you receive
Advanced Reports let you tailor each report to your exact needs without any post-processing:
- Schema customization: add or remove fields to match your downstream requirements.
- Report-level filters: scope data to a specific platform, conversion type, country, or event.
- Pre-built templates: start instantly with field and filter configurations designed for common use cases.
Advanced Reports vs. legacy reports
The table below highlights the key differences between Advanced Reports and legacy reports.
| Legacy reports | Advanced Reports | |
|---|---|---|
| Data structure | Fragmented across multiple reports | Consolidated, one report covers the full data product |
| Field types | All fields delivered as plain strings | Typed fields: integers, booleans, timestamps, enums |
| Field names | Inconsistent naming across reports; not optimized for readability | Self-explanatory, consistent names across all reports |
| Schema | Inconsistent; varied structure across reports | Unified, validated schema across all data products |
| Platform coverage | Separate reports per platform with different schemas | Mobile, web, and CTV consolidated in a single report with a shared schema |
| Filters | Basic filter selection | Report-level multi-select filters per several dimensions, plus pre-built templates for common use cases |
| AI and BI readiness | Required type casting, schema alignment, field normalization, field renaming | Typed, validated, and consistently named, with Self-explanatory field names that are easy to interpret by both humans and AI-powered applications |
Available reports
Each report corresponds to a data product, a curated, structured dataset representing a specific domain of your marketing data, such as conversions, engagements, or user events. The following reports are available today.
Engagements
The Engagements report consolidates click and impression data from both mobile and CTV platforms across user acquisition and retargeting activities. It gives you a unified view of user interactions with your ads, supporting in-depth analysis of top-of-funnel performance, creative and channel evaluation, and cost and reach optimization at the engagement level.
- Platforms: Mobile, CTV
- Data freshness: 1–3 hours
- Report Fields: Download the report sample
Conversions
The Conversions report provides a complete view of all app installations, including organic and non-organic sources across mobile, web, and CTV. By centralizing conversion data, you can perform comprehensive growth analysis using a single, streamlined dataset and precisely measure and optimize marketing performance.
- Platforms: Mobile, Web, CTV
- Data freshness: 1–3 hours
- Report Fields: Download the report sample
End-user events
The End-user events report captures detailed in-app event data, including sessions, purchases, registrations, and level completions, across mobile and CTV platforms. Each event is enriched with full attribution context, enabling you to analyze user behavior, retention, and lifetime value with complete attribution traceability.
- Platforms: Mobile, Web, CTV
- Data freshness: 1–3 hours
- Report Fields: Download the report sample
Cross-platform end user events [Beta]
The cross-platform end-user events report extends the end-user events report to support cross-platform use cases. See the Cross-platform end user events report for more information.
- Platforms: Mobile, Web, CTV
Report templates
Templates are pre-configured report presets designed for common use cases. Each template is associated with a specific data product and comes pre-loaded with the fields and filters most relevant to that report's common use cases. Selecting a template automatically loads the correct fields and filters. The report name is pre-filled and can be edited before saving.
Once saved, a template-based report is fully independent. Changes to the template do not affect reports that have already been saved from it.
The following pre-defined templates are available:
| Template name | Report | Description |
|---|---|---|
| Web Conversions | Conversions | Attribution anchors for web, including first visits, revisits, and user-acquisition events. All downstream user events inherit campaign details from these conversions. |
| Web Events | End User Events | All web events and sessions. Use this as your primary report for visit-level and event-level analysis. |
Report-level filters
Report-level filters let you scope a report to a specific subset of data, for example, a particular platform, conversion type, or country.
The set of available filters depends on the data product. The table below shows which filters are supported for each report. Additional filters will be added over time.
| Report | Available filters |
|---|---|
| Conversions | Conversion type, Country, Platform group, Platform |
| Engagements | Campaign type, Engagement type, Country |
| End User Events | Event name, Platform group, Conversion type, Country, Is primary attribution |
| Cross-platform end user events | Event name, Platform group, Conversion type, Country, Is primary attribution |