Statistics Report

The Statistics report helps you understand campaign performance from traffic to profit. Use it to answer practical questions such as:

• How many clicks did the campaign receive?
• How many leads were accepted, expected, rejected, or marked as trash?
• Which flows, ads, traffic sources, countries, devices, or browsers perform best?
• Is the campaign profitable after expenses?

This article uses the Aureon Pulse Ring campaign as an example. The same workflow applies to any campaign that has recorded clicks, leads, postbacks, and expenses.

Key Concepts

Before reading the report, it helps to understand the main metrics.

Metric	Meaning
Clicks	Number of tracked visits for the selected campaign and date range.
Accept	Leads with the accepted status. These usually count as approved conversions.
Expect	Leads with the expected status. These usually wait for advertiser approval.
Reject	Leads rejected by the advertiser, network, or your status mapping.
Trash	Invalid, duplicate, test, or excluded leads.
Payout Accept	Revenue from accepted leads only.
Payout Expect	Revenue from accepted and expected leads together.
Expenses	Campaign cost entered in the Expenses report.
Profit Accept	Accepted payout minus expenses.
Profit Expect	Accepted and expected payout minus expenses.
ROI Accept	Return on investment calculated from accepted payout and expenses.
ROI Expect	Return on investment calculated from accepted and expected payout and expenses.

Accepted metrics are more conservative because they count only approved revenue. Expected metrics are useful for forecasting, but they can change when expected leads are later approved or rejected by the advertiser.

Prerequisites

Before you use the Statistics report, verify that you have the following items.

Requirement	Description	How to verify
Campaign	The campaign exists in the tracker	Open Campaigns and confirm the campaign is listed
Clicks	Visitors have opened the campaign tracking URL	Open Statistics and check whether clicks appear
Leads or postbacks	The campaign has conversion data	Open Leads or check postback integration
Expenses	Costs are entered if you want profit and ROI	Open Expenses and check the campaign report

You can use the Statistics report without expenses, but profit and ROI become meaningful only after campaign costs are entered.

Step 1: Open the Statistics Report

Open the tracker dashboard and go to Statistics.

The page has three main areas:

Area	Purpose
Filters	Select the date range, campaign, and optional grouping parameter.
Chart	Visualize one metric over time.
Table	Read daily values and totals in a detailed report.

Step 2: Select the Date Range and Campaign

Use Date Range to choose the period you want to analyze.

Then select the campaign in Campaign. In this example, the selected campaign is:

Aureon Pulse Ring

Every chart and table value updates from these filters. If the report looks empty, first check that the selected dates include real campaign traffic.

Step 3: Read the Chart

The chart shows one selected metric across the date range.

Use the chart tabs to switch between metrics:

Tab	Use it to check
Clicks	Traffic volume by day.
Leads	Total lead volume by day.
Leads (accepted)	Approved lead volume by day.
Payouts (accepted)	Approved revenue by day.
Payouts (expected)	Approved plus expected revenue by day.
Expenses	Cost by day.
Profit (accepted)	Profit based on approved revenue only.
Profit (expected)	Profit based on approved and expected revenue.
ROI (accepted)	ROI based on approved revenue only.
ROI (expected)	ROI based on approved and expected revenue.

For everyday decisions, start with Profit (accepted) and ROI (accepted). They show the result based on revenue that has already been approved.

Step 4: Read the Statistics Table

Scroll to the Statistics table to inspect exact values.

Each row shows one date. The Total row at the bottom sums the whole selected period.

In the example table:

• Clicks shows how much traffic was tracked each day.
• Accept, Expect, Reject, and Trash show lead status distribution.
• Payout Accept shows approved revenue.
• Payout Expect includes both approved and expected revenue.
• Expenses shows daily campaign cost.
• Profit Accept and ROI Accept show conservative profitability.
• Profit Expect and ROI Expect show profitability if expected leads are later approved by the advertiser.

Use the table when you need exact numbers. Use the chart when you need to see trends quickly.

Step 5: Group Results by a Parameter

Use Group By when you want to split statistics by one attribute: country, operating system, device type, browser, flow, or a parameter from the campaign URL.

The available parameters depend on the clicks recorded for the selected campaign. The tracker adds some parameters automatically, such as country, browser, device, operating system, and flow name. Other parameters can come from the campaign URL.

For example, if a Facebook ad opens the campaign URL with the ad_name parameter, that parameter can appear in Group By after the tracker records clicks:

https://aureon-pulse-ring.home-and-outdoor.shop/?ad_name=Pulse%20Ring%20Reel

Practical grouping examples:

Parameter	Useful for
tracker_country	Comparing detected visitor countries.
tracker_browser_family	Comparing browser families.
tracker_device_family	Comparing device families.
tracker_os_family	Comparing operating systems.
tracker_is_mobile	Comparing mobile and non-mobile traffic.
tracker_is_bot	Comparing bot and human traffic.
tracker_flow_name	Comparing campaign flows or landing destinations.
tracker_is_default_flow	Checking whether traffic used the campaign default flow.

If a parameter does not appear in the dropdown, the selected campaign and date range may not contain clicks with that parameter.

Step 6: Compare Flow Performance

Select tracker_flow_name in Group By to compare campaign flows.

This view is useful when a campaign routes visitors to different landings or destinations. In the example, the chart compares two flows:

• Landing EN (Global)
• Landing FR

Use this grouping to check whether one flow receives more leads, better accepted leads, or stronger ROI than another flow.

Step 7: Enter Expenses for Profit and ROI

Profit and ROI depend on expenses. To enter campaign costs, open Expenses.

The Expenses report lets you distribute cost by date and parameter. In the example, costs are distributed by ad_name.

Use the same distribution parameter in Statistics when you want a fair profitability comparison. For example, if expenses are entered by ad_name, group Statistics by ad_name before reading profit and ROI.

Step 8: Analyze Profit by Expense Distribution Parameter

After expenses are entered by ad_name, return to Statistics and select ad_name in Group By.

Then open Profit (accepted).

This view shows which ads generated approved profit after their assigned expenses.

In general:

• A line above zero means the segment is profitable for that day.
• A line near zero means revenue and cost are close.
• A line below zero means the segment spent more than it returned in accepted payout.

Use this view to identify ads that deserve more budget and ads that need to be paused, changed, or reviewed.

Step 9: Analyze ROI by Expense Distribution Parameter

Open ROI (accepted) while still grouping by the expense distribution parameter.

ROI shows return relative to cost. It helps compare segments even when they have different spend levels.

For example, one ad can have higher total profit because it spends more, while another ad can have better ROI because it earns more per unit of cost. Use profit and ROI together:

Metric	Best for
Profit	Understanding absolute money gained or lost.
ROI	Comparing efficiency across segments with different costs.

Step 10: Use Skip Clicks Without Parameters

Enable Skip clicks without parameters when you group by a parameter and want to exclude clicks that do not have that value.

For example, if you group by ad_name, some clicks may not include ad_name. When the checkbox is disabled, those clicks can still affect totals. When it is enabled, the report focuses only on clicks that include the selected grouping parameter.

Use this option when you are comparing named segments and want a cleaner view.

Troubleshooting

Problem	Likely cause	Resolution
Report is empty	The campaign has no clicks in the selected date range, or the wrong campaign is selected	Confirm that the campaign has recorded traffic and expand the date range
Group By has fewer parameters than expected	Available parameters come from recorded click data	Select a date range with traffic that includes the missing parameter
A grouped report has an empty or unnamed segment	Some clicks do not contain the selected grouping parameter	Enable Skip clicks without parameters when you want to compare only clicks with that parameter
Profit or ROI is zero	Expenses are missing for the selected campaign and date range	Open Expenses and enter campaign costs for the same period
ROI looks too high or too low	Expenses are distributed by one parameter, but Statistics is grouped by another parameter	Group Statistics by the same parameter used in the Expenses report, such as ad_name
Accepted and expected values are different	Expected values include expected leads, while accepted values count approved leads only	Use accepted metrics for confirmed results and expected metrics for forecasting