# The Reports page

Source: https://kirora.io/docs/guides/reports/the-reports-page

Compare campaigns and journeys, follow audience growth, deliverability and revenue, build a conversion funnel and see your customer groups.

The **Overview** is your dashboard. **Reports**, under **Insights** in the main menu, holds the deeper views:

| Report | What it answers |
| --- | --- |
| [**Compare campaigns**](#compare-campaigns) | How every campaign sent in a period did, side by side |
| [**Compare journeys**](#compare-journeys) | Who entered each journey, what it sent and the revenue attributed to it |
| [**Audience growth**](#audience-growth) | Who joined your email list, from where, and who left |
| [**Deliverability**](#deliverability) | Bounces and spam complaints, by mailbox provider, against the limits |
| [**Conversions and revenue**](#conversions-and-revenue) | Conversions and revenue attributed to your campaigns and journeys, over time |
| [**Conversion funnel**](#conversion-funnel) | Where contacts drop off between steps you choose |
| [**Customer groups**](#customer-groups) | Customers grouped by how recently and how often they buy |

Reports are available on Starter and above. Transactional messages have their own **Delivery** report on the **Transactional** page.

## Choose the period

Every report except Customer groups covers a period: **Last 7 days**, **Last 30 days** (the default), **Last 90 days** or a **Custom range** of up to 366 days. Days are in your workspace's time zone, and today is included while it's still in progress. Charts can show figures **By day**, **By week** or **By month**.

The period is kept in the page's address, so you can share a report as you see it. Recent figures can still rise as opens, clicks and conversions arrive.

## Compare campaigns

Every campaign sent in the period, with when it was first sent, its **Emails sent**, **Open rate**, **Click rate**, **Bounce rate**, **Unsubscribe rate**, **Push sent**, **Conversions** and **Revenue**. Choose a column heading to rank by it, and **Export CSV** to download the table. It's also on **Campaigns**. See [Campaign results](https://kirora.io/docs/guides/campaigns/campaign-results#compare-campaigns).

## Compare journeys

Every journey that people entered or that sent in the period, with how many **Entered**, **Completed** and were **Messaged**, its **Open rate**, **Click rate**, **Conversions**, **Conversion rate** and **Revenue**. Rank it by a column or **Export CSV**. See [Journey results](https://kirora.io/docs/guides/journeys/journey-results).

## Audience growth

- **Contacts** on the last day, **New contacts**, **Subscribed**, **Lost** (email can no longer reach them) and **Net subscribed**.
- A chart shows **Subscribed and lost** over the period.
- **Where subscribers came from** lists each source with its share.
- **Why contacts left** splits the lost into **Unsubscribed**, **Bounced**, **Marked as spam** and **Blocked**. **Lost** counts each contact once, but one lost for more than one reason counts under each, so the shares can add up to more than 100%. Bounces and spam reports are marked **Needs action**: check the addresses, and where those contacts signed up.

## Deliverability

Bounce and spam complaint rates for the period, against the limits that pause marketing email.

- Filter by **Source**: **All email**, **Campaigns**, **Journeys** or **Transactional**.
- **Sent**, **Delivered**, **Bounce rate** and **Complaint rate**. A rate shows once enough email has been sent to judge it.
- **Rates over time** draws each rate against the line where marketing pauses, and Gmail's target and limit.
- **By mailbox provider** shows Gmail, Yahoo, Microsoft, Apple and others, each **Within limits**, **Needs attention** (past the warning line) or **Act now** (at or past the pause line). These are the same lines the workspace's notifications and marketing pause use, applied to all its email together. Gmail doesn't report complaints to senders, so its complaint rate reads *In Postmaster Tools*.

See [Deliverability basics](https://kirora.io/docs/guides/reports/deliverability-basics) for what to do when a rate climbs.

## Conversions and revenue

**Conversions** (conversion goal events after a message), **Revenue** (before refunds), and how much came **From campaigns** and **From journeys**. The chart can **Measure** conversions or revenue in each currency, and **Top campaigns and journeys** ranks them by attributed revenue. Conversions count on the day they happened.

Nothing shows until a campaign or journey has a conversion goal. See [Conversion goals](https://kirora.io/docs/guides/campaigns/campaign-results#conversion-goals).

## Conversion funnel

Shows how many contacts did two to five events in order, such as *Signed Up*, *Trial Started* and *Subscription Started*, and where the rest stopped.

1. Enter an event for **Step 1** and **Step 2**. Choose **Add step** for up to five.
2. Set **Each step within**: how many days, from 1 to 90, a contact has from their first step.
3. Choose **Show funnel**.

Each step shows how many contacts reached it, as a share of those who started and of the step before. You can also open it from the **Overview** with **Build a funnel**.

## Customer groups

Customers grouped by how recently and how often they buy, and how much they spend, from **Champions** to **Lost**; [Segments](https://kirora.io/docs/guides/contacts/segments) explains each group. It shows how many customers were scored and each group's size and share. Choose **Create segment** on a group to message it.

Only contacts with your transaction event from [key events](https://kirora.io/docs/guides/goals/key-events) are scored, and they're rescored every day, so a contact can move groups overnight.

## Next steps

- [Understand your reports](https://kirora.io/docs/guides/reports/understand-your-reports)
- [Follow a goal's progress](https://kirora.io/docs/guides/goals/follow-progress)