Reports Overview

Feathr reports your results at several levels, from a quick account-wide snapshot down to the performance of a single ad or email. This article explains where each report lives, what it shows, and how to customize, share, and export your data.

Table of Contents

• Which Report Should I Use?
• Dashboard
• Marketing
• Project Reports
• Flight Reports
• Campaign Reports
• Customize, Share, and Export Reports
• Fundraising Reports
• Forms Reports
• Understanding Your Numbers
• Common Questions

Which Report Should I Use?

Dashboard

The Dashboard is your account's home page and the first thing you see when you log in. It gives you a high-level view of how people are engaging with your organization across all your campaigns. To return to it anytime, go to Home > Dashboard.

The Dashboard has three blocks. Each block has its own time range menu, where you can choose the Last 30, 60, 90, or 120 days. 

Audience Engagement

The totals at the top of this block show how many people were in your Community, how many engaged with you (Connections), and how many converted during the time range. Use the tabs below the totals to see each one over time:

• Community: New people added to your account. You can see how many came from ad campaigns, imports and integrations, and your Super Pixel.
• Connections: People who engaged with your ads, emails, or website, including ad views and clicks, email opens and clicks, page views, and page link clicks.
• Conversions: Total conversions across all campaigns, plus your top individual conversion goals.

Email Performance

Account-wide Sends, Opens, Click-through rate, Bounces/Complaints, Clicks, and Conversions across all your email campaigns. Turn on Show verified activity only to filter out suspected non-human opens and clicks. Learn more about verified activity.

Ad Performance

Account-wide Views, Click-through rate, Clicks, and Conversions across all your ad campaigns.

Note: The Audience Engagement block counts unique people. If one person sees five of your ads in a day, they're counted once. To see total interactions, use your Project, Flight, or Campaign reports. Read more about the Dashboard.

Marketing

Marketing lists every campaign in your account in one table, no matter which Project it's in. It's the fastest way to find a campaign or compare results across campaigns. Go to Home > Marketing.

Tabs

Use the tabs under Marketing in the left menu to narrow the table by campaign type. Each tab shows the columns that matter most for that type.

The tabs you see depend on your Feathr package.

Filter the table

Click Filters to narrow the table by Projects, Status, Type, Channels, Participants, and Partners. You can also filter by date. Choose a Start date and End date, then use Date match to decide which campaigns to include:

• Active during range: Campaigns running at any point in the range, including ones that started before it or end after it
• Entirely within range: Campaigns that start and end inside the range
• Starts during range: Campaigns that start inside the range
• Ends during range: Campaigns that end inside the range

Click Apply to update the table.

Customize columns

Click Customize columns to add or remove columns, such as CPM, CPC, CPA, Conversion Value, Deliveries, Duration, or Flight. You can also choose the Attribution model used to count conversions in the table. Click Reset to default to go back to the standard columns.

Tip: Each Project has the same tables for just that Project's campaigns. Go to Projects > your Project > Campaigns.

Note: The Page totals row adds up the numbers in each column. It doesn't remove duplicates, so if one person converts through two campaigns, they count twice. Your Project and Flight reports remove these duplicates, so their totals may be lower. Learn why the numbers differ.

Project Reports

A Project Report combines the results of every campaign and Flight in a Project. Use it to see the overall impact of an event, an appeal, or any other initiative you've organized as a Project.

To open it, go to Projects, choose your Project, and click Report in the left menu.

Your Project Report can include these sections, which Feathr calls modules:

• Activity summary: Reach and Unique Clicks
• Ad performance: Views, Clicks, and CTR
• Email performance: Sends, Deliveries, Delivery rate, Opens, Opens per person, and Total clicks. This section includes the verified activity toggle.
• Spend performance: Spend, Budget, CPM, CPC, and CPA
• Ad activity, Email activity, and Page activity: Views and clicks for each channel
• Google activity: Results from Google Ads campaigns
• Conversion value and Conversions table: Conversions and the people who converted

To choose which modules appear, see Customize, Share, and Export Reports.

Flight Reports

A Flight Report shows how all the campaigns in a Flight performed together against the Flight's goal.

For a quick look, go to Projects > your Project > Flights. Each Flight shows its Spend, Conversions, and Conversion value. To see the full report, click the Flight's name, then click Report.

Flight Reports include the same modules as Project Reports, plus Flight stats. Flight stats compares the Views, Reach, Clicks, and Unique Clicks of each campaign in the Flight, so you can see which campaign is doing the most work.

Note: Flight Reports count conversions against the Flight goal, not each campaign's own goal. Someone who converts after engaging with three campaigns in the Flight usually counts as one conversion. Learn more about Flight goals.

Campaign Reports

Campaign Reports are Feathr's most detailed reports. To open one, click the name of a published campaign in Marketing, in your Project, or in a Flight.

Note: Reports are only available after a campaign is published. Clicking the name of a draft campaign opens the campaign wizard.

An ad Campaign Report can include:

• Recommended for you: Suggestions to improve your results, like adding budget to a high-performing campaign. You can apply a recommendation in one click. Learn more about Campaign Recommendations.
• Reach Breakdown (Pixl Plus): How many people you reached out of your total reachable audience, and whether you reached them by email address or by cookie
• Activity summary: Reach, Views, Unique Clicks, Clicks, and CTR
• Spend performance: Spend, Budget, CPM, CPC, and CPA
• Activity heatmap: Where your ads were seen. Meta doesn't share location data, so Meta activity doesn't appear on the map.
• Conversion value and Conversion Analytics: Each conversion, the person who converted, the goal, the source, and its value. The attribution model and conversion tracking setting for the report appear above the table.
• Creatives table: Views, Clicks, and CTR for each ad creative
• Daily stats table: Your campaign's results for each day it ran

Pixl Plus campaigns running on Display and Meta have Overview, Display, and Meta tabs at the top of the report. Use them to see combined results or results for one channel.

Email, Monetization, Invites, and Tracked Link campaigns have their own report layouts:

• How to Read an Email Marketing Campaign Report
• How to Read a Monetization Campaign Report
• How to Read an Invites Campaign Report
• How to Read a Tracked Link Campaign Report

For definitions of each ad metric, see Understanding Campaign Reports.

Customize, Share, and Export Reports 

Project, Flight, and Campaign Reports have the same tools for choosing what to show and sharing it with others.

Choose a time frame

Use the Stats type menu at the top of the report:

• Live: All results since the campaign or Project started
• Date Window: Results for the dates you choose. For example, you might look at the week after a big announcement.

Customize what the report shows

1. Click the ellipsis ( ... ) in the top right of the report.
2. Select Customize.
3. Under Choose report modules to include, check the sections you want to show.
4. Under Configure report settings, choose the Attribution model for this report. Learn more about attribution models.
5. Click Ok.

Your choices become the report's default view until you change them.

Share your report

You can share reports with stakeholders, board members, partners, or sponsors. People with the link can view the report without a Feathr login.

• Copy link: Click the ellipsis ( ... ) and select Copy link to copy a link to the report as you've customized it.
• Short links: Click the ellipsis ( ... ) and select Manage short links, then click Add short link. You can give each short link a memorable name. Create a few short links to share different views of the same report with different audiences, like one for your board and another for a sponsor.

Important: Only the modules you've chosen in Customize are shown to people with the link. Review your report before you share it.

Export your data

• To download the report's data, click the ellipsis ( ... ) and select Export to CSV.
• In Campaign Reports, the Conversion Analytics, Creatives table, and Daily stats table sections each have their own Export to CSV button.

Fundraising Reports

If you use Feathr Fundraising, you'll find your donation reports under Fundraising in the left menu.

• Activity: Your Fundraising dashboard. It shows Total Donation Volume, Total Growth Credits Earned, and a feed of every donation. Filter by donation form, donation type (one-time or recurring), and date, or search by donor name. You can also export your donation activity.
• Forms: A table of your donation forms with each form's Views, Submissions, Donations, Total Donations, Avg. Donation, Growth Credits, Tip Rate, and Recurring Donations. Click a form's name to open its report, which shows views, completion rate, donations, conversion rate, recurring and one-time donations, trends over time, and the people who engaged with the form.
• Growth Credits: Click your credits balance in the left menu to see your available balance, credits earned and spent, your redemption history, and which forms earned the most credits.

For a full walkthrough, see Feathr Fundraising Reporting.

Forms Reports

To see how your Feathr Forms are performing, go to Projects > your Project > Content > Forms. The table shows each form's Form Views, Submissions, and Submission Rate. Learn more about Reporting in Forms.

Understanding Your Numbers

Your numbers may look different from one report to the next. That's usually expected. Here's why:

• Different goals: Campaign Reports count conversions against the campaign's own goal. Flight Reports count against the Flight goal. Project Reports combine both. Read more about conversion reporting.
• Unique people vs. totals: Metrics like Reach and Unique Clicks count each person once per Flight or Project, so they won't add up across campaigns. Metrics like Clicks and Views are simple totals, so they do add up.
• Attribution model: Your account has a default attribution model, which you can change for each report. The model decides how much credit each campaign gets for a conversion. Learn more about attribution models.
• Final numbers: Flight and Project stats stop updating 30 days after a campaign ends.
• Verified activity: Turning on verified activity for email can lower your open and click numbers, sometimes by a lot. The lower numbers are a more accurate view of real people's engagement.

Common Questions

Why don't my campaign conversions add up to my Flight or Project total?

Flight and Project Reports remove duplicate people and count conversions against the Flight goal. If one person converts after engaging with two campaigns, each Campaign Report counts them, but the Flight Report counts them once. Learn more.

Do the people I share a report with need a Feathr login?

No. Anyone with the link or short link can view the report. They only see the modules you've chosen in Customize.

Why is the Marketing table total higher than my Project Report?

The Page totals row in Marketing adds up each campaign's numbers without removing duplicates. Project Reports remove duplicates, so their totals can be lower.

Why don't my Feathr numbers match Google Analytics?

Feathr and Google Analytics track activity in different ways. Read why Feathr metrics differ from Google Analytics.

Can I change the attribution model after a campaign is published?

Yes. Change it for a single report in Customize, or for a single table in Marketing in Customize columns. Your account's default attribution model is set in your account settings.

Why can't I open a report for my campaign?

Reports are only available for published campaigns. If you click a draft campaign, Feathr opens the campaign wizard instead.