Billy Grace offers two types of reports to enhance your data analysis: Multiple Goal Analysis and Analysis Over Time. Below, you'll find detailed instructions for setting up each type of report.

Step 1: Choosing A Report Type

When creating a new report, you'll first choose between two types:

Multiple Goal Analysis
Analysis Over Time

Multiple Goal Analysis

This report allows you to select up to 5 custom events and 10 metrics within a single data-table. It is designed for analyzing relationships between goals, such as funnel progression, conversion efficiency, or performance comparison across multiple KPIs.

Features:

Combine multiple custom events (up to 5).
Select multiple metrics (up to 10).
Easily arrange your goals (e.g. to create a funnel view).
Filter your data by "paid channels only" or include all channels.

Analysis Over Time

This report type allows you to analyse a single custom event across a chosen time period.

It’s designed for teams who want to track trends, seasonality, campaign impact, or performance shifts over time - rather than just looking at static totals.

This report is particularly useful for growth marketers, performance teams, and agencies who need to monitor change and momentum.

Features:

Select 1 custom event.
Choose up to 10 metrics.
Select your preferred granularity for time-based analysis:
- Daily → Best for campaign launches & short-term optimisation
- Weekly → Best for ongoing performance monitoring
- Monthly → Best for strategic reporting
- Quarterly → Board-level trends
- Yearly → Long-term growth analysis
Additional filters applied to your report.
Filter your data by "paid channels only" or include all channels.

Step 2: Naming Your Report

Give your report a meaningful name that clearly indicates its purpose or intended analysis (e.g., "Monthly Sales Funnel" or "Weekly User Engagement Analysis").

Step 3: Configuring Your Report

Depending on your chosen report type:

Multiple Goal Analysis: Select up to five custom events and the relevant metrics you want to analyse. You can reorder your events to reflect a logical funnel progression (for example: Add to Cart → Checkout → Purchase), making it easier to identify conversion drop-offs and performance gaps.
Analysis Over Time: Select a single custom event, choose the metrics you’d like to track, and define the appropriate time granularity (daily, weekly, monthly, etc.).

For both report types, you can customize the level of channel breakdown when viewing your data. Choose the level of detail that best supports your analysis - from high-level views such as source or medium, to deeper performance insights at campaign, ad set, or ad level.

Optionally, you can add filters that are applied to the report. You might be familiar with these filters from the 'Filtered View' functionality at the top of our dashboards. They work in the same way. The effect of the report filter on your data will be reflected in the preview of your report.

Step 4: Previewing Your Report

At the bottom of the setup form, you'll find a preview section. This allows you to double‑check that everything looks correct before you finalize your report.

Step 5: Viewing Reports

Once the report is created, it becomes active right away. Your custom events will be automatically colour‑coded, making it easier to scan and interpret the data at a glance.

Managing Your Reports

If you've created multiple reports, you'll find them conveniently listed as tabs at the top of your reports page. Switch between reports seamlessly by clicking the respective tabs.

To edit or delete a report:

Select the desired report from the tabs.
Click the Edit button that appears on the selected tab.

Personalize Your Reports

You can add emojis to your report names directly from your keyboard, enhancing visual recognition and personalization.

Practical Use Cases

Multiple Goal Analysis

Here are real examples of how performance teams use this report:

Funnel Progression Analysis

Used to:

Analyse progression rates between each funnel stage within one consolidated view.
Identify the biggest drop-off points across campaigns or channels.
Compare efficiency (e.g. ATC-to-Purchase CVR) without exporting multiple reports.

Conversion Efficiency Benchmarking

Used to:

Compare performance across different end goals in a single table.
Assess which campaigns are better at driving lower-intent vs high-intent outcomes.
Evaluate cost efficiency per goal without toggling between separate reports.

Engagement-to-Revenue Correlation

Used to:

Understand how engagement metrics translate into downstream revenue.
Identify channels driving high engagement but low commercial return.
Compare behavioural quality across paid vs organic sources.

Paid vs Total Contribution View

Used to:

Measure how paid performance compares against total ecosystem performance.
Identify whether paid traffic converts at a higher or lower rate than blended traffic.
Support investment decisions by contextualising paid results within overall business impact.