The report builder is the central piece to data visualization in HockeyStack. Each report consists of the following top-level components:
All report types and their caveats are listed below.
Table
Bar Chart
Line Chart
Line charts do not allow data groupings. They are inherently grouped by date. The date truncation changes depending on the date range of the report. For ≤48 hours, data is reported hourly. For ≤60 days, data is reported daily. Anything beyond, data is reported monthly.
Pie Chart
Pie charts only allow a single data source.
Number
Number reports only show total aggregated data; data groupings are not allowed.
Funnel
Funnel reports allow you to bring funnels you’ve already defined into dashboards. They are different than all other types of reports.
Report pull their data based on a combination of 3 main parameters:
These are defined, in order, in the 3 main data dropdowns.
All report types, except the pie chart, allow multiple data sources.
The action dropdown can take the following values:
The datapoint defines which aspect of the chosen action to analyze. It can take the following values:
Uniques: Number of unique users that have taken the chosen action. The way this is calculated changes according to the user grouping you select. If you group users according to company_domain, for example, this will count unique s that have done the chosen action.
Sessions: Number of sessions that include the chosen action
Pageviews: Number of pages views that include the chosen action
Times done: Number of times the chosen action was done
Bounces: Number of bounced sessions that include the chosen action
Session duration: The duration of sessions that include the chosen action
Time on page: The duration of page views that include the chosen action
Paid Ads
The following options pertain to ads integrations. Selecting one of them will hide the action dropdown.
Impressions
Clicks
The definition of “clicks” depends on the ad network itself, so we don’t recommend using this metric for analysis over multiple networks.
Ad Spend
The total spend on the campaign/creative. The output of this datapoint is formatted using the main currency of your account. You can change your main currency in the settings.
Action Properties
All your numerical action properties can be used in the report. Make sure you choose the action accordingly, as the property will be pulled from the chosen action. As an example, if you want to sum deal_amount for won deals, you should choose “Deal Moved to Closed Won” or a similar goal for the action dropdown.
The output for the revenue property will be formatted using the main currency of your account and the currency that was passed through with the action with the currency property. You can change your main currency in the settings.
The aggregation defines how to roll up the datapoints collected from the action.
The averaging aggregations calculate the total for every possible averaging range, and then average those values. For example, if you average per week over 30 days, it will calculate the value for all possible 7-day ranges (there are 24 of them in a 30-day range), and then output the average of those values.
Apart from these options, you can perform 2 other functions:
Add a ratio
Clicking the “Ratio” button opens up another set of 3 dropdowns that allow you to define the denominator of the ratio.
Add an attribution model
In certain cases (outlined in the Attribution section below), you can click the “Attribution model” button to attribute the selected data to the selected data grouping.
HockeyStack’s attribution function depends on the following models.
First Touch: All value is assigned to the first touch
Last Touch: All value is assigned to the last touch
Linear: The total value is divided and distributed equally among all touches
Uniform: The total value is assigned to each touch
Position-Based: The first and last touches get 40% of the total value each, and the remaining 20% is distributed among the remaining touches
Time Decay: The time decay model is the only model where the total value attributed doesn’t add up to the total actual value. It is designed to attribute less value to a touchpoint the further away it’s from the conversion action. Specifically, the value halves every 7 days.
For fellow nerds, the formula is $v \times 2^{-{i\over7}}$ (where $v$ is total value and $i$ is days from the conversion action).
The attribution function can be used on a data source if:
The report grouping breaks results down by the property or properties you select. It can take the following values:
Date
Touchpoint
Used to combine sales & marketing touchpoints. Currently denotes sessions, calls, meetings, and emails.
Page URL
Source
The referrer collected by our web tracker. Does not include UTMs / paid referrers. If you need to see paid and organic referrers together, group by UTM Source in addition to Source.
UTM Source