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Analytics offers a range of features to effectively control your business:

  • 22 business-indicators to evaluate your business efficiency;

  • Transparent analytics of all marketing channels;

  • Up-to-date data from your CRM;

  • Accurate reports for any time period without sampling;

  • Off-line events visualized in an interactive graph.

Analytics reports


Roistat collects all data from all your marketing channels and presents them on the Analytics tab of the similarly named page:

You can generate reports for any data segments and in few clicks. Moreover, download them as Excel files for later use. Reports are highly detailed, right down to keywords.

Being integrated with your CRM, Roistat imports up-to-date deals data. So you can open any deal card and view all the relevant data if you know the deal number. Moreover, deals lists for any report level are available for download.

You can easily edit Costs values for the marketing channels that don't automatically export such data.

Each report level is characterized by 22 metrics. Metrics display can be customized. You may compare different report levels by their metrics. Data can be arranged by any metric by clicking on a metric name.

Create and customize your report

The Main report is the only default one. You can generate more reports to access the data you may need. To do this, click the "+" button:

A new tab “Unsaved report” will then open. Below is a more detailed review of all settings.

Segments ("Group by")

By selecting segments you can group report data by:

1.   Channel (the default group);

2.   Landing page;

3.   Domain;

4.   Deal status;

5.   Manager;

6.   Day/Week/Month.

Let's create a new report. Select the necessary segment type from the Group by dropdown:

Once the segment type is chosen, the second field used for segment filtering will change:

Examples of reports for different segments

The segment of managers

The segment of landing pages

The segment of rejected deals


This form lets you regulate the depth of a report. Seven levels are displayed by default. You may hide the data you don't need.

Below is an example of the vk channel report that includes 4 levels:

Suppose we need statistics down to the second level. Let's hide the levels № 7, 6, 5, 4, and 3, and click the View report button:

As a result the levels 1 and 2 will be displayed:

Data filters

Grouped data may be filtered off if some of them are of no importance for this particular report.

To add a filter, click the "+" button for the Data filtering option:

22 metrics are available to filter a report:

Visits, Sales conversion, Absolute conversion, Revenue, Average revenue, CPO, CPL, Leads conversion, Sales, Potential sales, Potential revenue, Average profit, ROI, Net profit, Leads, Processing deals, Rejected deals, 'In progress' revenue, First cost, Profit, Cost, CPC.

For example, you wish to view statistics on the channels which profit was less than 2000 rubles over a certain time period. Set the corresponding parameters and click View report.

As a result, all the channel with profit more than 2000 rubles are hidden:


The following 10 columns are displayed in Analytics by default:

Visits, Sales conversion, Revenue, Average revenue, Leads conversion, Sales, ROI, Leads, Profit, Cost.

The following 12 columns are hidden:

Absolute conversion, CPO, CPL, Potential sales, Potential revenue, Average profit, Net profit, Processing deals, Rejected deals, 'In progress' revenue, First cost, CPC.

You may add and hide the columns necessary in the report settings:

Below is an example of a report with all the columns shown:

Advanced viewing options

You can customize the Analytics report viewing options as follows:

  • Change date range for the report.

To do this, click a button over the table: the date range button (click to view the drop-down calendar), Today, Yesterday, Week, Month, 3 month. 


  • Select the levels to view average statistics.

To do this, check the necessary boxes. The average statistics for the checked levels are displayed in the Total/Average row. Moreover, the graph will show metrics trends for the selected levels only, with levels names displayed immediately below the graph.


  • View/hide insignificant channels.

if a channel becomes insignificant, i.e. it hasn't attracted any lead and the visits are less 1%, then it will be hidden by default. To view all the statistics, click the Display all channels link. To hide insignificant channels, click the Do not display insignificant channels link:

Export your report to an Excel table

To export a report to an Excel file, click the necessary report tab and then click the Export to Excel button:

The export process embodies the principle "I export what I see". The table exported fully coincides with the Analytics report chosen.

For example, if you export a report such as:

… an Excel table will be as follows:

If you expand all the levels as shown below:

… the Excel table will be the same:

Save the report

Once you've created, customized and verified the report, you may save it for later use. Give your report a descriptive name, then click Save:

WARNING: An unsaved report will disappear after you update the page.

Once the report is saved, a new tab with the new name will appear:

Edit your report settings

To edit settings of a previously created report, open its tab and click the Display report settings link over the table:

The list of settings will then open.

Once you've made all changes needed, click View report.

To save the report changed, click the Save button over the table.

See the Create and customize your report section above for more information.

Remove a report

To remove a report, click the necessary report tab and then click the Display report settings link:

Then, click Remove:

Work with deals list

You can view deals lists for each report level, e.g. the list of deals for a marketing channel down to its keywords. To do this, click the  icon to the left of a level name:

Deals data are displayed in a table view, with one row for a deal. Deals tables show the following data:

  • A marketing channel tag: a visitor's deal path shows up as you hover over the tag (from a channel up to an exact keyword);
  • Deal: the number of a deal from your CRM. Click it to open the corresponding deal card in your CRM;
  • Visit #: a client's site visit number;

  • Status: the current status of a deal;

  • Revenue: the amount obtained from a deal (in RUB);

  • Date: the date when a deal was created;

  • First cost: the first cost of an ordered item (in RUB);

  • From: the location information of a user's device (city);

  • Device: the browser name and the OS type of a user's device that were used to create a request. E.g., «Chrome Windows 7»;

  • Manager: the full name of a responsible manager.

You can customize the deals view (i.e. add and remove any columns to be displayed). Just click the Column settings button and tick the necessary boxes:

Moreover, a deals list can be downloaded as Excel 97-2003 Workbook. To do this, click the Export to Excel button. Your download will then automatically start. Only columns that you ticked earlier will be displayed in the Excel table; the principle is similar to report downloads.

Multi-metric trend graphs

Overview and navigation

The Graph illustrates your reports, so you can monitor and compare metrics trend data of your business. As you hover over the graph, a pop-up shows up to give the values of the selected metrics, on a particular day:

All events from Events Calendar are displayed as nodes on the graph. As you hover over an event node, it will pop up with the description of that particular event.

Moreover, you don't need to open Events Calendar to create an event. Just click the  button to the right of the graph. Specify the date and event name and save it. It will immediately appear on the graph.

Customize the graph

You can customize the graph. Graph control parameters include:

  • Metrics:

Choose which metrics should be shown on the graph. You can compare several metrics on the graph, e.g. Visits vs Leads vs Sales. Tick the necessary metrics located to the right of the graph, to view their trends.

  • Data scale:

You can limit the data to be displayed on the graph (this is related to the Group by setting of the Analytics report). To set the data scale:

    • choose one of the reports below the graph by clicking the necessary tab;

    • if necessary, tick only some report levels to view their metrics trends on the graph. Moreover, the graph will show only metrics trends for the selected levels, with levels names displayed immediately below the graph.

  • Date range:

Change the date range of the graph. Choose an exact date range, the current date, yesterday, last week, last month, last 3 months. To do this, click the corresponding button over the table;

  • Graph time scale:

Group data by day, 3 days, week, or month. To do this, choose the necessary type from the Group by dropdown.

Events Calendar

Overview and navigation

Events Calendar serves to plan your activities as well as track their effectiveness for your business. You can add lots of activities to your Events Calendar, such as promotions, closed deals, discounts etc.

You've got a complete and clear picture of the events that influence your business as they all are displayed on the Analytics graph.

You access Events Calendar by clicking the similarly named tab:

The calendar presents the familiar look and feel of a month calendar. Move between months by clicking on the back and forward arrows, and the Today button above the calendar.

By default, the calendar is set to the current month.

Create an event

There may be 1-day events and multi-day ones.

Two options are available for creating an event:

  • via the input field above the calendar: it's used for 1-day events only.

Select a date by clicking the calendar picker icon , enter a descriptive event name and click Create an event:

  • in the calendar directly: is used for both 1-day and multi-day events.

To create an event, left-click a date or left-click and drag the mouse to select several days. Enter a descriptive event name in the pop-up window and save the event by clicking Create an event:

You can plan several events for a day.

Edit/Remove an event

To change the name of an event, left-click on the event needed. Edit the text in the Edit event name field of the pop-up window and save it by clicking Save.

To remove an event from the calendar, left-click the event needed and then click Delete in the pop-up window.

You can change the date of the event by simply dragging it to another table cell.

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