Using the Stats Report

Once traffic to your account picks up, you can keep an eye on your  performance by using the stats report. This report is a robust tool that lets you view data from an aggregate (account-wide) perspective. You can choose the metrics you want to see in the report, group by selected fields, and show statistics for each group.

To access your default stats report, click Reports in main menu bar. You can also access this report by clicking on the View in Stats Report link at the bottom of the Snapshot chart.

Selecting Data Fields

The stats report uses impressions, clicks, and conversions to track the performance of offers, partners, and more. For example, when the “Partner” option is selected, this report displays stats for partners in separate rows for the set timeframe:

For each additional data option selected, this report pivots and groups the data. For example, further selecting the “Offer” data option in the first example results in a report with rows of stats for each offer and partner pairing:

Offer and partner pairings with no stats are omitted, because this report only shows stats for data sets with some reportable data.

Note: If you have multiple currencies enabled in your network, select the “Currencies” filter to group selected monetary columns (like cost, revenue, sales) by currency. If this filter is not selected, then stats for currencies are converted to the default network currency.


With each data field, there are associated stats. Metrics used in the statistics are aggregated data for each grouped set in each row. The following metrics can be displayed for your statistics:

  • Impressions: Total times an impression pixel saw page loads
  • Gross Clicks: Total number of clicks. Duplicate clicks by a user are registered as gross clicks.
  • Unique Clicks: Number of unique clicks. Excludes clicks by each user after their first.
  • Clicks: Baseline click metric used in your reports. Can either be gross or unique, depending on network-wide tracking settings.
  • Rejected Clicks: Number of clicks rejected due to fraud. Rejected clicks are not redirected to the offer URL, but are still included in other click counts and click-based calculations like conversion rate.
  • Suspicious Clicks: Number of clicks marked as suspicious due to fraud (including rejected clicks). Non-rejected suspicious clicks are treated as normal clicks for click counts and click-based calculations like conversion rate.
  • Conversions: Total number of approved conversions
  • Cost: Total payout to partners for the data set
  • Revenue: Total revenue for your network for the data set
  • Sales: Total amount of sales passed on conversion
  • Profit: Difference between the cost and revenue for the data set

When a statistic is selected, that metric adds another column to the table and shows the count for that metric. If no stats are present for the selected data, then “0” is displayed.

Gross vs. Unique Clicks

Gross clicks are the total number of clicks you’ve received from tracking links, and unique clicks indicate the number of unique users clicking through. One user clicking the tracking link two times counts as two gross clicks, but only one unique click.

In TUNE, the “Click” metric often appears as a table column. But does it represent gross or unique clicks? The type of click displayed throughout your platform is determined by the Click Metric setting in your network-wide tracking settings. You can always see the other type of click metric in a report by changing report options to include it as a metric.

Our ad server uses TUNE cookies placed in the user’s browser to determine click uniqueness. When a user clicks a tracking link for the first time, two cookies are placed: aff_conversions and enc_aff_session_X (where X is the offer ID). A unique click is counted when the enc_aff_session_X cookie is placed for the first time. If that user clicks the tracking link again, a gross click is counted and the enc_aff_session_X cookie is refreshed with new session information.

Note: Click, gross click, and unique click counts all exclude any clicks rejected due to fraud. Fraudulent clicks are aggregated as rejected clicks.


There are many ways you can measure the performance of your campaigns, offers, and partners. In the Calculations section of the report, you can generate a variety of metrics:

  • CTR (click-through rate): A percentage value that divides impressions by clicks to show what percentage of people saw the ad/link and clicked through. CTR is only accurate if impressions are tracked, and may show values over 100% when impressions aren’t tracked.
  • CR (conversion rate): Portion of incoming clicks that result in conversions.
  • CPM (cost per mille): Cost/payout to partners across your network divided by each 1,000 impressions they served.
  • CPC (cost per click): Cost/payout to partners across your network divided by number of clicks. Shows what cost your network pays out to partners on average from a click.
  • CPA (cost per action): Cost/payout to partners across your network divided by the number of approved conversions. Shows what cost your network pays out to partners on average from a conversion.
  • RPM (revenue per mille): Revenue across your network divided by each 1,000 impressions served.
  • RPC (revenue per click): Revenue across your network divided by number of clicks. Shows what revenue your network earns on average from a click.
  • RPA (revenue per action): Revenue across your network divided by the number of approved conversions. Shows what revenue your network earns on average from a conversion.
  • Rejected Click Rate: Portion of incoming clicks marked as rejected due to fraud. Calculated based off of gross clicks and rejected clicks.
  • Unique Click Rate: Portion of incoming clicks from unique users. Calculated based off of gross clicks and unique clicks.

These numbers come from aggregate totals, and stats for these calculations may not match the offer’s payout method. For example, if a calculation is to show CPM while the offer is set to CPA payouts.

Time Intervals

To further group data in the selected timeframe by a date interval, select the interval type in the Interval section. You can group stats by the following interval types:

  • Year
  • Month
  • Week (starts from beginning from calendar year. Jan 1 will be in week 1, Dec. 31 will be in week 52)
  • Date
  • Hour (uses military time: 0-23 hours)

You can also group stats to multiple date intervals. For example, if both “year” and “month” are selected, your stats will be grouped by each year and each month in each year.


In some instances, you may only want to see stats for specific partners, offers, or campaigns. To do this, use the Filters section to select only stats you’re interested in. Once you select an option, an autocomplete field appears below it. Start typing into the field and relevant options will appear:

For most filter options, you can filter on multiple values. Two additional options appear at the bottom of the Filters section:

  • Only show stats for default offer goals: Filter out any results linked to other offer goals. If you select various goals in the filters above, this option isn’t selectable.
  • Only show stats for non-zero revenue: Filter out any results that have no revenue

Drilling Down Into Aggregate Data

As an alternative way to use filters, you can use the drill-down feature to explore data already in the table. Click on a row in the report and select additional metrics to group on using the menu that appears. This functionality only works with aggregate data.

You can also view Event Tracer log data if you need to investigate detailed event data corresponding to your aggregates. If you click on the drill-through icon in the Clicks and Conversions columns you will be able to see the corresponding Events Logs filtered by that particular row and action (click or conversion).

Timezones & Timeframes


Your network-wide stats are set to the default time zone of your network tracking settings. If you’re trying to match up your stats with another network, or want to see how the same data set is viewed in another timezone, use the Timezone dropdown menu.

Note that when working with stats across different time zones, your daily totals vary depending on what timezone you are in. For example, let’s say your default time is Greenwich Mean Time (GMT) and you want to see what your stats look like in western Europe (GMT+1). If you display stats by hour using the “Hour” interval option and you have 3,755 clicks for hour 15 (3:00 pm), changing the timezone to GMT+1 makes those same 3,755 clicks show up in hour 14 (2:00 pm) of the new time zone. In a more drastic example, switching your report to PST (GMT-8) means the same 3,755 clicks will appear in hour 5 (5:00 am).

Using the timezone tool can ultimately lead to different stats for each time day/month/year interval, as the stats that come in the default timezone could end up showing on the previous/next day in another timezone.


With timeframes, you can select what date range you want to view stats for. One option is to use a preset timeframe from the dropdown menu in the Timeframe section:

  • Today
  • Yesterday
  • Last 7 Days
  • This month (starting on the 1st)
  • Last month (1st -30/31st)
  • Last six months
  • All time (starting Jan. 1, 2007)

You can also select a beginning date and an ending date using the date selectors. After selecting a date range, run the report to see stats for the newly selected range.

Note: When generating a report that contains partner sub ID, partner source, or fraud-related fields (like suspicious or rejected clicks), you can only view data up to 18 months in the past (548 days).

Trends Chart

The Trends chart complements the stats data table and helps you spot relevant, actionable trends in your data.  If any of the time Intervals is selected, the chart will be minimized and, instead,  the data table will be sliced by time interval. You can expand or collapse the table as needed.

You can select the time interval for the chart’s x-axis. You can also select the metric to display on the chart. The metric dropdown will  include all the Statistics and Calculation fields that are selected under Options and displayed as columns in the data table.

Period-over-period Comparison

This feature allows you to compare two time periods against each other to easily see how performance has changed across all of your key metrics.

To enable period-over-period comparison mode, tick the box labeled Compare with another Time Range below the Time Range picker, then choose a Comparison Time Range from the second picker that appears.

Once you click Run Report, you will see period-over-period highlights appear within the data table. For most metrics, a period-over-period increase is highlighted as positive (green).  Exceptions are fraud indicators such as suspicious or rejected clicks and cost metrics starting with CP (cost per click, cost per action). For these metrics, an increase is highlighted as negative (red).   

Saving & Scheduling Reports

Once you’ve put together a report, you can save the report to run again later. Not only that, you can have TUNE generate a similar report for you on a regular basis. You can get more details in our Saving & Scheduling Reports article.

Exporting Stats

To export the report that you generated, click Export to CSV in the top right corner of the report. This downloads a copy of the report data to a CSV file.

If you do not see the Export to CSV button on these reports, then your account does not have stats exporting enabled.

Preset Stats Reports

Your network comes with several different preset reports in the Reports section of the main navigation. Each report provides a view on aggregate data in your network with a different goal in mind:

  • Daily Report: Stats for the last 7 days, broken down by day.
  • Hourly Report: Today’s stats, broken into hourly intervals
  • Partner Report: Today’s stats, broken down by each partner with traffic
  • Advertisers Report: Today’s stats, broken down by each advertiser with traffic
  • Offers Report: Today’s stats, broken down by each offer with traffic
  • Ad Campaigns Report: Today’s stats, broken down by ad campaign (if you’re using them for your creatives)
  • Traffic Fraud Report: Stats for the last 7 days, broken down by partner and focused on surfacing portions of your click traffic marked as suspicious due to fraud

Tip: You can configure, schedule, and export all preset reports.