Report Builder allows owners and admins to create a custom report.
Table of Contents:
- Opening Report Builder
- Choosing how to group your report
- Choosing details and metrics
- Filtering your report
- Previewing and exporting your report
- How the numbers work
- FAQs
This feature will be available on October 29, 2026. Report Builder is available to organization owners and admins on Premier plans with Performance Analytics. Report Builder is available as an add-on for Advanced plans.
1. Opening Report Builder
🛠️ How it works:
- Click "Analytics" in the left side navigation panel to expand the analytics menu.
- Click "Report Builder" to open the report workspace.
Pick up where you left off — your last report setup is remembered in your browser, so it reappears the next time you open Report Builder on the same browser.
2. Choosing how to group your report
🛠️ How it works:
- Open "Group by" to see the available levels: Series, Edition, Send, Link, Segment and Recipient.
- Add the levels you want to report on. Each level nests under the one above it, always in the order Series → Edition → Send → Link → Segment → Recipient.
- Add "Link" to create a click report, where each link gets its own row showing its clicks.
- Add "Segment" or "Recipient" to break results down by audience. People who aren't in any segment appear together in a "–" row, so no one is left out.
Example: Grouping by Series → Edition → Segment shows how each segment engaged with every edition in a series.
3. Choosing details and metrics
🛠️ How it works:
- Open "Details" to add descriptive columns, such as Series ID, Created by, Subject, Preview text, Sent by, Send time or Segment ID. Each detail only appears when its level is in your report.
- Add IDs to make your export easy to match with other data. Each row carries the IDs of everything above it, so an edition row also shows its series ID.
- Open "Metrics" to choose from Delivered, Total opens, Unique opens, Open rate, Total clicks, Unique clicks, Click rate, Avg read time, Avg scroll depth and Web page views.
- Check the reason under any greyed-out option. Some metrics don't apply to every level. For example, opens and read time don't apply to a link.
Note: In a click report, only click metrics are available, plus Delivered. A link row's Delivered count comes from the send, edition or series above it, so click rate is always unique clicks ÷ Delivered.
4. Filtering your report
🛠️ How it works:
- Choose series, editions, segments or recipients to include or exclude. The Editions list narrows to the series you've chosen.
- Set a "Send date" range to report on editions sent in that window, including all of their activity, even opens that happened later.
- Set an "Activity date" range to report on what happened during a period, counting only the opens, clicks and reads that took place in that window.
Note: Date ranges use whole days in UTC, and both the start and end dates are included.
5. Previewing and exporting your report
🛠️ How it works:
- Review the preview as you build. It updates live and shows the first 1,000 rows, with each parent row above its children.
- Click "Export to CSV" to export every row in your report, up to 10 million rows. The export runs in the background.
- Open the download link from your notification center or your email once the file is ready. The link works for 1 hour.
Note: Very large reports can take several minutes to export. In the CSV, all times are in UTC, and names that can't be found (such as a deleted series) are left blank.
6. How the numbers work
- Every row is calculated from its own activity. Report Builder never adds up or averages the rows beneath it.
- Total opens, Total clicks and Web page views add up — a parent row equals the sum of its children.
- Delivered, Unique opens and Unique clicks count each person once per row. Someone who received two editions, or a resend, counts once on the series row.
- Open rate and Click rate are recalculated for each row's audience. Open rate is unique opens ÷ Delivered, and click rate is unique clicks ÷ Delivered.
- Avg read time and Avg scroll depth use each reader's best result per send, for the web edition only. People who never read the web version are left out rather than counted as zero.
- Bot filtering and implied stats carry over. If your organization has them turned on, they apply to every row in the preview and the export, and an "Implied Stats" label appears in the report header.
Example: A series sends two editions to the same three people. On Edition A, two people open it; on Edition B, one of those same people opens it. Report Builder shows the series with 3 delivered, 2 unique opens and a 66.7% open rate, because two of the three people engaged. Performance Analytics shows 50% for the same series, because it averages the two editions' open rates.
7. FAQs
What is Report Builder?
Report Builder is a tool for creating your own engagement report. You choose how to group it, which details and metrics to show, and what to include, then preview it and export it to CSV.
Who can use Report Builder?
Organization owners and admins on Premium plans with Performance Analytics. Members cannot access Report Builder.
Why don't my series numbers match Performance Analytics?
Report Builder counts each person once across the whole series, while Performance Analytics adds up each edition's unique opens and averages their rates. Both are correct: Report Builder shows what share of your audience engaged with a series, and Performance Analytics shows how a typical edition performs. Edition- and send-level numbers match in both.
Are open and click rates based on unique or total activity?
Unique. Open rate is unique opens ÷ Delivered, and click rate is unique clicks ÷ Delivered, not ÷ openers.
Why do my segment rows add up to more than the edition?
People can belong to more than one segment, so someone in two segments counts in both segment rows. The edition row still counts each person once.
What does the "–" row mean?
At the Segment level, "–" groups people who aren't in any segment. Elsewhere, "–" means a name couldn't be found, such as a deleted series, and the cell is left blank in the CSV.
What's the difference between the send date and activity date ranges?
Send date includes editions sent in the window and all of their activity, even if it happened later. Activity date includes only the opens, clicks and reads that happened in the window.
Why are some options greyed out?
They don't apply to the levels in your report. For example, opens and read time don't apply to a link, and Created by needs the Series level. The reason appears under each unavailable option.
How many rows can I see and export?
The preview shows the first 1,000 rows. The CSV export includes every row, up to 10 million.
My download link expired. What do I do?
Export links work for 1 hour. Run the export again to get a new link.
Why did my export fail?
The most common reasons are going over the 10-million-row limit, the report timing out, or your access changing while the export ran. Try narrowing your filters or grouping, then export again.
Can I report on segments or recipients if my organization uses anonymized analytics?
No. Organizations with anonymized analytics can't group or filter by Segment or Recipient, but series, edition, send and link reports still work.
How are people who read the web edition without an email link counted?
They count toward page views and read time at the Series, Edition and Send levels, and appear as a single "–" row at the Segment and Recipient levels. They don't affect delivered, open or click numbers.
Can I save, share or schedule a report?
Not yet. Your last setup is remembered in your browser, but saved shareable reports and scheduled exports aren't available in this release.
Can I export to Excel?
Reports export as CSV files, which you can open in Excel or Google Sheets.