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Reporting is where you build the views you keep coming back to: which campaigns are in profit this week, how each ad account is trending month over month, which sites carry your native campaigns, or how every team member’s accounts are performing. A report is a table and a chart built from a few choices — which ad network and ad accounts, what each row is (the breakdown), how rows are bucketed (the grouping), which filters apply and which date range to cover. Save it once and it’s one click away from then on. Share it as a link and anyone can open a view-only copy without a TheOptimizer account.
A saved report with its toolbar, chart and table

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The Reporting home page

Click Reporting in the left sidebar to open the Reporting home page. It has two parts: template cards to start from, and the list of reports you have saved.
Reporting home page with the template gallery

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Starting from a template

Each template card names the question it answers — Where is my spend going?, Which ads are taking the most budget? — and shows its breakdown and date range underneath. Click a card to open the template as a new, unsaved report. Adjust anything you like, then save it under your own name. Templates cover the last 14 days, except Performance by month, which covers the last six months. The gallery only offers templates that work with what you have connected:
  • Top ads and Performance by landing page open on the first connected ad network that has an ad level, since ads can only be reported one network at a time. They’re hidden when none of your networks has one
  • Performance by team member only appears when your plan includes team members
Winning campaigns is the one template that ships with filters already set — Active and Profitable. Open it to see how filters work in a report, then change them to match your own definition of a winner.
You can also click New report in the top-right corner to open a blank report. A blank report starts on All ad networks and All Ad Accounts, broken down by Ad network, for today.

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Saved reports

Saved reports lists every report you’ve saved, with a summary of how each one is built. Until you save your first report, this section tells you where your saved reports will appear and offers Start a blank report.
Saved reports list with ad network, breakdown, grouping and filters
Click a row to open the report, or open its name in a new tab with your browser’s usual shortcut. Use Search reports to find one by name, and click the Name, Created or Last opened headers to sort. The ⋯ menu at the end of each row holds:
  • Share… — create or manage the report’s share link. See Sharing reports
  • Duplicate — copy the report, to build a variation without touching the original
  • Delete — remove the report permanently. This can’t be undone, and if the report is shared, its link stops working for everyone who has it
When a report is shared, a copy icon next to its sharing status copies the link without opening the report.

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How a report is built

Every report is the same set of controls along the top of the page, applied from left to right:
1

Ad network and ad accounts

All ad networks, or one connected ad network — then all of its ad accounts, or only the ones you pick.
2

Breakdown

What each row is — an ad network, an ad account, a campaign (or an ad set, ad or site on a single network), a day or a month.
3

Group by

Optionally bucket the rows — by ad account, status, tag, team member, a set of custom groups and more.
4

Filters and date range

Narrow the rows down and choose the period the numbers cover.
Below the controls, a chart compares the rows you pick, and the table shows the numbers with a totals row at the bottom.

Build a report

Ad network, ad accounts, breakdown, grouping, filters, dates, currency, chart, columns and export.

Group rows

Group by tags, ad account attributes, or your own custom groups.

Save and manage reports

Save, copy, rename and switch between reports.

Share reports

Send a view-only link to a client or colleague — no login needed.

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Reporting and the Dashboard

The Dashboard and Reporting answer different questions. The Dashboard is a board of widgets you glance at — a KPI here, a top-5 there — each with its own metric and ad network. A report is one question answered in depth: a full table you can break down, group, filter, chart and export row by row. A common setup is a Dashboard for the morning check, and a handful of saved reports for the questions it raises.