Reports FAQ and Troubleshooting

The Reports page (Analytics > Reports) is your main tool for analyzing your marketing data. Use this FAQ to learn about the different tools it offers and to troubleshoot common issues.

To get your data via API instead, see Introduction to the Singular Reporting API.

This report does not include SKAdNetwork-based data. If you are running SKAdNetwork campaigns, see Short Guide to Singular's iOS Reporting Options.

Watch a video tutorial:




Building the Report Query

What data does the reports page show? Can I see SKAdNetwork, Creative, Fraud, or AdMon data?

The reports page (Analytics > Reports) shows network and tracker data from your ad campaigns for Android and non-SKAdNetwork iOS data.

What are dimensions and metrics?

Metrics are the measurements you want to see in your report - for example, Clicks, Installs, or Cost.

Dimensions are ways to divide your data - for example, you can see measurements per App, Country, or Campaign Name.

Watch a video tutorial:

How do I know where my metrics and dimensions come from?

To get more information on your dimensions, click the Dimensions Availability button in the top-right of your screen. The Dimensions Availability window gives you full transparency into your reporting data by showing you which networks provide which dimensions to Singular.


 See the Dimensions Availability FAQ.

To get more information about your metrics, you can use the Transparency feature. After you run a report, hover on a metric in a row. It'll show you whether the metric is pulled from the network or from the tracker. You can also click on them to drill down and get more granular data, if available.


Note: Certain metrics are always pulled from the tracker, such as installs, while other metrics are always pulled from the network, such as impressions and clicks. These defaults can be overridden if necessary.

If Singular pulls the metric from both, we'll merge them (if they're the same) or show them on different rows (if they're different). If you want to use dimensions and metrics from a specific source, use source metrics and source dimensions instead.

What are custom dimensions?

Custom dimensions are additional dimensions you can define for yourself to segment and organize your data based on your specific reporting needs.

  Learn more in the Custom Dimensions FAQ.

Watch a video tutorial:

What are source dimensions?


The normal dimensions in Singular reporting, such as Campaign Name, may be pulled either from the ad network or the attribution tracker. They represent the result of some processing that Singular performs behind the scenes in order to make sure you get both network stats (such as cost) and tracker stats (such as installs and revenue) for the same campaign.

Source dimensions, such as Network Campaign Name or Tracker Campaign Name, are the raw dimensions as they are pulled either from the ad network or from the attribution tracker. These are mostly used for troubleshooting. For example, if you are getting unexpected results in your report, and you suspect the problem may be caused by the campaign names being slightly different in the tracker than they are in the ad network, you can run a report showing the Network Campaign Name and the Tracker Campaign Name.

  See also: What are source metrics?

  For more troubleshooting tips, see Data Discrepancies: Troubleshooting Guide.

Watch a video tutorial:

What are Video Views? What counts as a video view?

The Video Views metric reflects the video view count as reported by each ad network. Many networks have adopted the Media Rating Council (MRC) standard, which defines a video ad view as follows: the video was viewed for at least 2 seconds and at least 50% of it was visible on the screen.

What are campaign properties?

Campaign properties are various settings, statuses, and metadata related to an advertising campaign, such as the bid type, bid amount, and whether the campaign is live or not. These are typically settings you can view and edit in your ad network's dashboard, but the network doesn't provide a historical view of what settings you had at different times in your campaign.

To fill this gap, Singular is taking a snapshot of the campaign properties every day, and saving it with the day's date.

  Learn more in the Campaign Properties FAQ.

Watch a video tutorial:

What are source metrics?


"Source metrics" are metrics that are pulled specifically from the ad network OR from the attribution tracker. For example, select Network Clicks to see clicks as reported by the ad network, and/or select Tracker Clicks to see the number of clicks reported by the tracker.

This is in contrast with ordinary metrics such as Clicks, which are taken sometimes from the ad network and sometimes from the tracker, with the choice made automatically by Singular (see Which metrics are taken from the ad network and which from the tracker?).

You can use source metrics to find and troubleshoot discrepancies between network and tracker data. For your convenience, Singular also provides metrics such as Clicks Discrepancy, which contains the difference between Network Clicks and Tracker Clicks.

Watch a video tutorial:

What are cohort metrics and cohort periods?

A cohort in Singular is a group of end-users with a shared conversion date. An example of a cohort is all the users who installed an app on Dec 1, 2019. You can analyze user behavior by cohort.

Cohort metrics are metrics that can be used for cohort analysis, such as Revenue and ROI.

Cohort periods are the number of days for which the cohort metrics are calculated. If you select a cohort metric, you have to select at least one cohort period. You can select multiple periods.

  Learn more in the Cohorts FAQ.

Watch a video tutorial:

What is the "actual" cohort period?


Sometimes you may want to see stats from the Cohort Metrics section, such as Revenue or ROI, without having them analyzed by cohort. Instead, you want to see the stats for the actual day in which the events occurred. In that case, you can select the metric(s) and select the "cohort period" Actual.

see the   Learn more in the Cohorts FAQ.

How are cohort periods calculated?

By default, cohorts are calculated based on a 24-hour time window after an app install.

You may instead want to see cohort data based on calendar dates. To make this change, open a ticket to Singular support requesting to enable calendric cohorts.

What are events?

Events give you stats for user interactions with your product, such as in-app purchases, tutorial views, registrations, or level-ups in a game. Unlike the default metrics (such as clicks and impressions), events are customizable and you can configure Singular to track a variety of user actions based on your needs and KPIs.

To learn more, see:

Watch a video tutorial:

What is unmapped data?

Unmapped data is any data that is not associated with an app and platform. For example, if Singular pulls data about a campaign from an ad network, but the network does not say which app the campaign was for, this data is considered unmapped by Singular.

By default, unmapped data is not included in your report. You can check the Show unmapped data checkbox to include it in the report.

  Learn more in the Unmapped Data FAQ.

What is unattributed ad revenue?

The Unattributed Ad Revenue checkbox is shown if you are using both ad revenue attribution and ad monetization analytics.

Select the checkbox to have Singular calculate the discrepancy (if any) between the attributed ad revenue in this report and the aggregate ad revenue you would see in the Ad Monetization report for the same breakdown.

  Learn more in the Ad Revenue Attribution FAQ.

Working with the Report Table

Which metrics are taken from the ad network and which from the tracker (attribution provider)?

Some campaign metrics are provided both by your ad network and your attribution tracker. By default, the metrics displayed in your Singular report are based on the source that is determined by Singular to be more reliable in the specific case, as follows:

  • Impressions are pulled from the ad network.
  • Clicks are pulled from the network if it's a SAN (self-attributed network, such as Facebook or Twitter). Otherwise, they are pulled from the tracker.
  • Installs are pulled from the tracker.

Hover for the Source of Metrics

After you run a report in the Reports page, you can hover over any row to see indications of where each number comes from.

There are four possible indications: 

  • Network: The data was pulled from the ad network's report.
  • Tracker: The data was pulled from the tracker's (attribution provider's) report.
  • Mixed: This data is based on a combination of network and tracker data.
  • Custom: This data is based on a custom calculation that you configured yourself or had Singular configure for you - e.g. when the cost is pulled from the network data but has a fee applied to it.


Click the source label to open the Metric Drilldown popup, which shows you the other possible values for this metric.


In this example, the table shows Impressions as taken from the Network data. If you click on the "Network" tag, the Metric Drilldown popup shows you that the tracker (in this case, Singular's attribution solution) reports 558,580 impressions, while the ad network (in this case, Applifier) reports 572,394 installs.

How can I tell where my ad revenue data is taken from?

While for other metrics, the source of the data is the network or the tracker (or mixed), for Ad Revenue the source depends on the method(s) you use to get ad revenue attribution data. Learn more.

How can I filter and edit the report table?

You have several options for manipulating the report table after you have run a report:

  • Hover over the table headers to reveal the Sort button and a menu that contains options for pinning and freezing columns.


  • Start typing letters under a field header to filter by those letters.


  • Click the Columns button on the right to open the column-editing menu, which allows you to hide or reveal columns from the table.


  • For even more options, use the Pivot page instead of the Reports page (see Using the Pivot Table).
How can I drill down into the table to see more data?

If you want to see more details about a specific row in the table, hover over the row and click on the drill-down icon that appears next to the last dimension (you can tell where the dimension columns end and the metric columns begin by the different column header color).

The drill-down menu pops up and you can pick which additional dimension you want to see. The detailed report will open in a new browser tab.

How is Cost calculated per country?

In order to help you optimize your campaigns, we always try to provide the data broken down by country.

  1. When ad networks and other sources provide country granularity, Singular shows it.
  2. When ad networks do not provide country information, Singular tries to provide this granularity anyway by looking at the targeting settings in the network and/or the tracker data for the same campaign (if we have it):
    • If the campaign, sub-campaign, or creative is targeted at one country, we'll show that country in the report.
    • If there are multiple countries targeted, and we also have tracker data for the same campaign, we'll try to estimate the cost per country by dividing the overall cost between the countries in the same proportions as the installs (see example below).


Saving, Sharing, and Exporting Reports


How can I save my report query in order to run it again in the future?

To save ("bookmark") a report, first run a report, then go to the toolbar on the top right and select Save Report. You can continue working on your report after you save it.

Important: If you save any edits using Save Report, it'll overwrite your saved report. To create a new copy of your report instead, use Save As.

In the menu that opens, you can select the report time period in two ways:

  • Rolling: your saved report will be based on a relative time range. Options available are last 7 days, last 30 days, this month, last month, or custom. Custom allows you to define a specific number of days back.
  • Static: your saved report will be based on a fixed time frame. With this option, saved reports will always return the same time range you have chosen.

Also, you can select the Make Report Public checkbox to allow other Singular users from your organization to view the same saved report. For information about inviting people in your organization to use Singular, see Team Management.

How can I access my saved reports?

Open the Saved Reports dropdown at the top of the page to see your personal saved reports as well as any reports that have been shared with you.

Select a report to run it.

How can I create a new report after viewing a saved one?

Click on New Report. You can also click on Analytics > Reports and it will load a fresh, unsaved report.

How can I remove a report from my saved reports?
  1. Click Saved Reports at the top of the page to display the list of saved reports.
  2. Hover over the report you want to remove.
  3. Click the trashcan icon.
  4. Confirm the action by clicking Yes, delete report.

You can also:

  1. Click Saved Reports at the top of the page to display the list of saved reports.
  2. Select the report to run it.
  3. Click Save Report in the top right toolbar.
  4. Select Remove.
How can I share a report with people who don't have a Singular account?

After running a report, use the Share Report button in the top right corner. In the window that opens, generate a report link that you can share with people outside of your organization.

  Learn more in the Shared Reports FAQ.

How can I download a report?

You can download your report as a comma-seperated values (CSV) file by clicking the Download button in the top right corner.


How often is network data refreshed?

Data is pulled every day at midnight in the customer's local time. After Singular finishes pulling the data and processing it, it becomes available to the customer by 8:00 AM.

By default, we pull data for 7 days back every time, since the data for previous days can change retroactively. For some ad networks, we may pull up to 31 days back.

Check Settings > Data Connectors to see when data was last pulled from each of your ad networks. You will also be able to see when the next data pull is and whether there are any issues with the connection to the network.

  Learn more in the Data Connectors FAQ.

  See Data Freshness Rates and Update Times.

Note: If the ad network is not in the same time zone as the customer, Singular may perform a second pull at midnight in the ad network's timezone.

For example, if a customer is in London (UTC) and their ad network is in Los Angeles (PST), when Singular performs the daily pull at midnight UTC, it's only 4 P.M. PST, so the numbers reported by the network for the day reflect only part of the day. In this case, Singular may schedule an additional pull at midnight PST to get the full day's data.

Should I use standard reports or SKAN reports?

You should use SKAdNetwork > Reports when you're running SKAdNetwork campaigns for iOS 14.5 and above.
You should use Analytics > Reports when you're running iOS campaigns for users who have opted in to share their device IDFA, campaigns that use Snapchat Advanced Conversions, and all non-iOS campaigns.

How can I access the data via API?
Are there custom metrics (like custom dimensions)?

If you need to change or add metrics, the Singular team can set up customized metrics for you. Contact us using the Help button in Singular to discuss your requirements.

How does Singular calculate currency conversion (currency exchange rates)?

Singular updates exchange rates daily based on the rates in These rates are applied to all the data of the day. For most data sources, Singular pulls data seven days back to account for data that comes in from the longer lookback windows. During these seven days, Singular only uses updated exchange rates for sums of money that have changed.

If you want to use exchange rates different from the defaults:

  1. You can include the fields Original Currency and Original Cost in your reports. These give you the original spend data that Singular pulled from your ad networks, and you can apply your own calculations.
  2. The Singular support team can set up a custom exchange rate table for you (for example, if your organization applies specific exchange rates for a specific time range).


Discrepancies with Other Data Sources

Why is there a discrepancy between the Singular report and the Facebook dashboard?

There are several possible reasons why the data you see in Singular reports may not match the data you see in Facebook.

  See Troubleshooting Facebook Data Discrepancies.

Why is there a discrepancy between the Singular report and any ad network dashboard?

There are several possible reasons why the data you see in Singular reports may not match the data you see in your ad network dashboard.

  See Troubleshooting Discrepancies between Singular and the Ad Network.

Why is there a discrepancy between Installs in Singular and installs reported by the Apple App Store/Google Play?

Singular uses very different methodologies from the Apple App Store or Google Play for counting and reporting app installs. Therefore, you can expect significant differences.

  See Comparing Singular Reports to Apple App Store/Google Play.

Why doesn't Singular's cohort data match my internal BI or a third-party service I use?

Error Messages and Notifications

Why is some of my data missing ("N/A" values in some metrics or dimensions)?
Why do some rows in my report say "Data is censored due to Meta/Facebook privacy requirements"?


To protect end-users' privacy, Facebook does not allow showing measurements for user segments that have fewer than 1000 impressions. If you see this message in a row in your report, it means the row has a low number of impressions. To get the data you are looking for, try running a less granular report, i.e., include fewer dimensions or select a wider date range.

Why does the report show "N/A" in the "Actual" column for an event?

Events marked as unique are only tracked by cohort (see What are cohort metrics and cohort periods?). That is, they can show how many distinct users performed a certain action within a certain number of days from the date of install. To view stats for unique events, select a cohort period in days.

Non-unique events do have metrics for "Actual" dates.

  To learn more, see What Is a Unique Event?

Why do some columns say "Too many values"?

When a column of data has high cardinality (i.e. a lot of unique values) but low value (such as having no associated cost or other metrics), Singular redacts this highly granular data to prevent the report from having a lot of useless rows.

Why do I get "N/A (Custom Dimensions Range)"?

Custom dimensions that are based on the Country or the Creative Name fields are a newer feature, and can only be applied to data starting on November 1, 2019.

If you use them on a date range that includes older data, Singular cannot calculate the custom dimension values for the older data, and instead displays "N/A Custom Dimensions Range".

For example, say you define a custom dimension called Region based on the Country field, with two possible values: "North America" and "EMEA", and you and run a report to see the cost per region for two of your apps. If the date range includes dates before November 2019, you will get results like the following:


  Learn more in the Custom Dimensions FAQ.

Why does it say that my data is "not yet updated"?


Data for each day is supposed to be available for you in Singular the next day at 8:00 AM, your local time (this is the default time; if you have asked for a different hour, expect your data at that hour).

If you see a notification that certain networks "are not yet updated for the chosen report dates", it means one of the following:

  • The date range in your report query includes today.
  • The date range in your query includes yesterday, and you have run the report before 8:00 AM.
  • If it's past 8:00 AM and you run a report for yesterday, and you still get the "data not yet updated" message, there is probably a technical problem delaying the data pull from the specific ad network.

Data delays can be caused by connection problems, bugs, system downtimes on the ad network's side, etc. The Singular team is alerted about data delays automatically and immediately begins working on the problem.

In the meantime, go to the Data Connectors page to make sure there isn't a problem with the connection to the ad network.

  Learn more in the Data Connectors FAQ.

Why does it say "Filter for a single app/source to get publisher data"?


Breaking down your report by publisher (the app in which the ad was served) creates a very high volume of data. Therefore, if you select the dimension(s) Publisher ID, Publisher Site ID, and/or Publisher Site Name, Singular needs you to filter the report to one app and one source.

For example:


Missing, Delayed or Unexpected Data

Why are my reports slow/crashing with runtime errors?

If you are using the Singular platform and experiencing abnormally slow response times, runtime errors, or other issues, the source of the problem may be invalid information stored in your browser.

You may be able to solve the problem quickly just by clearing your browser cache.

  For help, see Solving Runtime Errors and Other Issues Caused by Your Browser Cache.

You can also now download your report instead of running it. When you select your dimensions, you may see the following prompt which encourages you to download your report.


Why can't I see ROI in my reports?

If your network and tracker data are broken into separate rows, Singular is unable to calculate ROI because it requires both cost data and performance data.

See below: Why are metrics from the same campaign broken into separate rows?

Why are metrics from the same campaign broken into separate rows?

Sometimes, instead of getting all the metrics for a campaign in a single row, you will get the ad network metrics (such as Cost) in one row, and the attribution tracker metrics (such as Installs) in a second row.

To understand why this happens, see Joining Network and Tracker Data (part of our guide, Understanding Singular Reporting Data).

Why does a campaign have more installs than clicks?

Some of the installs in your report may be attributed to impressions (views) rather than clicks. To check, run the report again with the Conversion Type dimension. This will show how many installs were view-through vs. how many (if any) were click-through.


You can also add the Impressions metric to see how many impressions were recorded as well as how many clicks. The total number should be higher than the number of installs.

How can I verify the data in my report?

To verify your tracker data, you can use export logs. Go to Attribution > Export Logs. Choose what data you want to export and click the Export Log button.

For an example, see: How do I use the logs to crosscheck the installs in my aggregated report? in the Export Logs FAQ.

To verify your network data, you can get a CSV file of the raw network data of the last 24 hours. Go to Settings > Data Connectors and hover over the network whose data who want to verify. Click the Export Raw Data CSV button and wait for the file to be downloaded.


Both these logs can be compared to the aggregated reports for the same date range.

How does Singular manage currency conversions?

Singular supports currency conversion in all its reports. We use the Open Exchange Rates API to query the currency rates every three hours. When your non-USD monetary data is ingested, we convert it to its USD value using the latest available currency rate. This USD value is shown in your reports by default.

If you modify your view, Singular converts the USD value to your preferred currency using the latest available rate at the time of your view change request. Therefore, your data might look different if the conversion rate has changed.

I downloaded logs to verify my report. Why don't the logs match the report exactly?

Some differences may be related to the server time used by the logs or your report settings. For more information, see Why do the conversions/events logs not match Singular aggregate reporting?

Why do I get lower numbers in some metrics when I run the same report again?

One reason your data may change over time is that Singular shows data as it is reported by your networks and tracker(s). Some of these partners may report estimated data before they have the final data. For example, Twitter states that "Twitter reporting is finalized within 24-48 hours of when impressions are served. Before that time, we estimate data to provide real-time feedback, but the data is subject to change" (source).

Why was there a sudden rise or drop in the number of events?

If your reports show a significant increase or drop in the number of events after a certain date (with cohort period set to "actual"), check the following:

  • Did you release a new version of the app on the day that the event count started to drop? Try exporting event logs to check that events are being sent to Singular properly from the new version of the app. For help with logs, see the Export Logs and User-Level Data FAQ.
  • Did the number of installs change in the same date range? This would explain the change in the number of events.
  • Generally, does the event count in the logs reflect the same change? Use the Export Logs page to download a log of events and see if it reflects the same change as the reports do. If not, open a ticket for Singular support to investigate the issue.
For a re-engagement campaign, why does the report also show new installs?

Note: This issue can only happen with network data, not tracker data.

The definition of re-engagement differs from network to network, and some campaigns may result in accidental installs, which get shown in Singular reports.

For more information, see our Re-engagement FAQ.

Data Breakdowns

Why are certain breakdowns not available although they exist in the report?

Some networks provide a limited subset of dimensions that can be queried and grouped-by together.

Meaning that though while we want to pull country AND keyword in one report:

The partner will only allow reporting for one of these dimensions:


How can I know what breakdowns are available for me?

For each network we have default breakdowns which are being pulled:

Can I change the default breakdown?

Yes! Contact your CSM / Support and ask to change the configuration for you.

Note - If you choose to change the default breakdowns you will lose some of the default dimensions. For example, if you change the default breakdown for facebook to be a platform breakdown instead of country, you will not have country dimension anymore.

What additional breakdowns are available for each network?


- In facebook - Country can be replaced with Platform

- In Twitter - Platform can be replaced with Gender


Each network has its own limitations, for more details visit the dedicated page for each data connector.