Custom Reporting Terminology



Also available as an add-on for the following plans:

Marketing Lite, Plus, Professional plans

Sales Plus and Professional plans

This article lists Custom Reporting terminology. We recommend becoming familiar with these terms as you create your own custom reports:


Each report you create and save is called a Look.


A collection of Looks that may have global filters applied to it. When creating a Look, you will have the option to save to a new Dashboard (creating a new Dashboard) or an existing Dashboard.


Dimensions describe data in your account. Dimensions will define the data that is contained in your report. For example, contact name, contact ID, or city.


Measures are metrics associated with the data in your account. Measures define the way a given dimension's data is expressed. For example, daily unique clicks, total bounces, unique automations completed, or a count.


A dimension can be used as a filter, whereby the data expressed in a given Look is restricted by defined criteria related to a dimension. For example, when using a Deal Status dimension as a filter, you can restrict the returned results to only include Deals with a Status of Open.


Visualizations define how the data added to a given Look is visually represented in the final report. There are various visualization types, such as Bar Graphs, Line Graphs, Pie Charts, etc.

Table Calculation

A custom formula is applied to data in a given Look. Table Calculations can be named and added to a Look to show derived values from existing Measures. For example, open percentage or automation entry rate.


A Pivot functionally takes a Dimension that would normally be a row and "pivots" the dimension to become a column. This allows you to design reports using multiple Dimensions to represent the data in a more meaningful way. We commonly see users use Date fields as Pivots, where you could see Email Opens with Event Date as a Pivot to see a visualization of Opens over Time.


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