> ## Documentation Index
> Fetch the complete documentation index at: https://help.privy.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Reports
> Answer detailed questions about revenue, subscriber growth, and engagement across Privy.
We are releasing the new Reports page to accounts gradually. If yours does not match what you see here yet, check back later or contact [Support](mailto:support@privy.com).
[Reports](https://dashboard.privy.com/reports) gives you a clear view of your marketing performance in Privy. Review revenue, subscriber growth, and engagement across your account, then drill into individual Campaigns, Flows, channels, and audiences to understand what is driving your results.
Start at a high-level glance, then dive deeper by Filtering and Grouping your data.
## Choose a report
Attributed orders and revenue default to the day the message was sent. You can switch to the day the customer placed the order in [Attribution settings](https://dashboard.privy.com/settings/attribution). Opens, clicks, and other metrics always use send date.
* Use **Performance** to understand revenue, orders, and how efficiently messages turn recipients into buyers.
* Use **Growth** to understand where subscribers come from and whether subscriber growth leads to more buyers.
* Use **Engagement** to understand how recipients respond to your messages and whether engaged recipients place attributed orders.
## Filtering and grouping
You can filter and group your data to gain a deeper understanding of your performance. The available filters and grouping options vary based on the metric. Some common options are below:
* Group by Channels to understand performance by SMS vs Email
* Group by Type to understand performance by Campaigns vs Flows
* Filter for specific Flows or Campaigns, then group by Country to understand performance or engagement by geography
* Compare Order Rate by Devices or Browser to understand the browsing behavior of your audience
* View Unsubscribe Rate by Campaign or Flow
## Metric cards
Metric cards allow you to see more granular detail at a glance for your chosen metric. You can quickly the composition of your revenue or how engagement varies by campaign, flow, device type, browser, region and more.
## Dive deeper into your metrics
We've included representative questions that are easy to answer with Grouping and Filtering capabilities in Reports.
Open Performance and select Attributed Revenue. Group by Campaign or Flow to rank the content, then compare Order Rate or Revenue per Recipient to see whether the leading content also performed efficiently.
Open Performance and group Attributed Revenue or Orders by channel. Compare Order Rate or Revenue per Recipient for email and SMS to see whether the channel with the larger total is also more efficient.
Open Growth and select New Subscribers or Signups. Use the breakdown cards to compare sources and Displays, or group the chart by country, UTM source, or UTM medium.
Open Growth and compare Signups with Signup Rate by Display. The Signups metric shows volume, while Signup Rate shows which Displays convert their audience most efficiently.
Open Growth and compare New Subscribers or Signups with Subscriber to Buyer Rate and Attributed Buyers. Group by source, Display, country, UTM source, or UTM medium to find which groups contribute to subscriber growth and attributed purchases.
Open Engagement and select Open Rate or Click Rate. Group by device, browser, operating system, location, or email provider to find the audiences with the strongest engagement.
Open Engagement and compare Click Rate with Click-to-Order Rate for the same Campaign, Flow, channel, or device. A strong Click Rate with a weaker Click-to-Order Rate shows where recipients engaged with a message but did not place an attributed order.
Open Engagement and select Unsubscribe Rate. Group by Campaign or Flow, then use the breakdown cards to find the content with the highest rate or count.
## Patterns to look for
One metric rarely tells the whole story. Look for changes between related metrics and places where a result is concentrated.
Encouraging patterns include:
* Attributed Revenue grows along with Order Rate or Revenue per Recipient. Both the total and efficiency are improving.
* Signups and Signup Rate improve together. Displays are adding more subscribers and converting their audience more efficiently.
* Click Rate and Click-to-Order Rate improve together. More recipients are engaging and more of those clicks are leading to attributed orders.
Patterns worth a closer look include:
* Revenue increases while Order Rate or Revenue per Recipient decreases. The increase may come from reaching more people rather than stronger performance.
* Signups increase while Signup Rate decreases. A Display may be reaching more people without converting them as efficiently.
* Most of a gain or decline comes from one Campaign, Flow, or channel. The account total may hide how concentrated the result is.
* One device, email provider, location, or subscriber source shows a different trend from the rest. Isolate that group to understand what changed.
Treat the patterns as clues, not conclusions. Compare related metrics and narrow the report before deciding what caused a change.
## Data history
Some measurements in Reports are new as of **July 1, 2026**. Most of your reporting covers your entire selected date range; for the metrics and groupings listed at the end of this section, data begins on that date. Here’s what happens when your range reaches further back:
**Your range includes dates on both sides of July 1, 2026.** The report still shows your data, but only from July 1, 2026 onward rather than from the start of your range. A notice appears so you know exactly which dates are covered.
**Your range ends before July 1, 2026.** There’s nothing to show for those dates, and the report says so rather than showing zeros.
The same applies whether you’re grouping a report by one of the affected options or filtering by one.
These metrics begin on July 1, 2026, including their breakdowns:
* **Click-to-Order Rate**
* **New Subscribers**
* **Subscriber to Buyer Rate**
These breakdowns begin on July 1, 2026:
* **Location** (country and region) for subscriber growth and email engagement
* **Device, browser, and operating system**
* **Inbox provider** (Gmail, Outlook, etc.)
* **Signup breakdowns** by signup source, channel, and UTM medium
This only affects how far back these metrics and groupings can look. Your contacts, orders, and message history are complete and unaffected.
## Learn more
Review a summary of your recent results.
Generate downloadable reports.
Review email and SMS delivery health and failures.
Learn how Privy assigns orders and revenue to messages.
Learn why Privy and Google Analytics can report different values.