How to Build the Perfect Report in Keitaro 114 min read

The main job of marketers and web analysts is explaining the numbers. A good report is more than a dashboard screenshot. It’s a story told in numbers: where the campaign started, what drove the result, and what to do next.

Keitaro 11 gives you everything to build that story: from drill-down reports, filters, custom metrics to even reports by conversion date. Together, they help you visualize your marketing performance in a way that’s structured, readable, and ready to present.

Seven Simple Steps to Build a Perfect Report

Data without structure is just noise. A well-built report lets you see cause and effect across the entire funnel without jumping between tabs.

When your report reads like a story, your team and clients understand not just what happened, but why.

Step 1: Start with the Story

Before building the view, ask:

• What question does this report answer?
• Who is it for? (a CMO, a client, or your own analytics team)
• What one message should they take away?

Once you know that, structure your Keitaro reports to unfold like chapters.

Step 2: Use Drill-down Reports for Hierarchy

Keitaro’s Drill-down Reports let you analyze campaigns layer by layer all in one interface.

You can:

• Expand and collapse branches to focus on the right depth
• Compare campaign segments side by side
• Trace performance from the top level down to a single creative or region

It’s the fastest way to understand where results come from, and where performance leaks appear.

See Keitaro 11 Documentation: Drill-down reports

Step 3: Filter for Focus

Good reports highlight what matters.

Keitaro 11 filters let you slice data in real time by region, device, campaign, creative, or any custom parameter.

Use filters to:

• Separate paid vs. organic traffic
• Compare desktop vs. mobile funnels
• Exclude testing data or bots
• Zoom in on top-performing ad sets

Combine filters with Custom Metrics for sharper insights, for example ROI from unique clicks in a specific region.

Step 4: Report by Conversion Date

Performance analysis focuses on when the conversion actually occurred, not when the click happened.

That’s when you use the Report by Conversion Date function.

This report reorganizes your statistics by the conversion date, not the click date.
It helps you:

• Align daily revenue and cost with real outcomes
• Spot delays between click and conversion
• Build accurate day-by-day ROI and profit charts

You can toggle between click-based and conversion-based modes in the report settings.
For recurring-revenue campaigns or delayed actions (like sign-ups turning into deposits), it provides a far more realistic performance picture.

See Keitaro 11 Documentation: Report by Conversion Date.

Step 5. Choose Metrics That Tell the Story

Pick only the metrics that matter for your goal.

Three to five clear metrics explain your campaign better than twenty columns of noise.

See Keitaro 11 Documentation: Custom Metrics

Step 6: Design for Readability

Your report should be instantly understandable for everyone involved, no matter the level of  context knowledge.

Keep it visual and logical.

Step 7: Tell the Story Visually

When presenting to a manager or client:

1. Start with a high-level summary, otherwise known as the one-pager. You could include total conversions, spend, ROI, and any key information.
2. Then use Drill Down reports.
3. Show trends by conversion date to prove sustainability.
4. End with an expanded version of the takeaways: where to scale, what to fix, what to test next.

A Keitaro 11 report built this way reads like a narrative where every number is connected, every insight visible.

The Bottom Line

A good report is a decision tool, not a jumble full of noise. Stop sending screenshots. Start showing results.

Keitaro Team

Team to deliver fresh and quality content!

See Full Bio