Report Builder

Pre-built dashboards answer the obvious questions. The interesting questions — which traffic source drove the conversions that approved at the highest rate in markets where I'm running native? — need a custom report. Most tracking platforms either don't let you build custom reports at all, or they hide the capability behind a SQL editor that requires data-team support to use. Either way, the question goes unanswered or it takes a week to answer.

Routy's report builder is the alternative. You pick the columns you care about, set the filters that match the question, group by the dimensions that matter, and the report runs against live data. No SQL, no engineering ticket, no overnight job. The same report can be saved and re-run later, shared with the rest of your team, or used as the starting point for a more specific variation.

After opening the report builder, the following capabilities are available:

• Hundreds of columns across clicks, conversions, traffic sources, accounts, payouts, affiliates, and more. Every dimension and every metric Routy tracks is exposed in the builder — there's no "if only I could see X next to Y" because both are columns.
• Filters that match the question: equals, not equals, greater than, less than, contains, doesn't contain, ranges, date ranges, lists (in / not in). Filters combine with AND/OR logic so "EU traffic from native sources where the conversion approved" is a single report rather than three separate exports stitched together.
• Aggregations and grouping: sum, average, count, count distinct, min, max — grouped by any dimension column. Pivot on the dimension that matters today, change to a different pivot tomorrow, both report variations live in the same builder.
• Save and share: any report can be saved with a name and description, and shared with the rest of your team. The same report runs against live data every time someone opens it, so a saved report becomes a continuously-current view rather than a frozen snapshot.
• Export the underlying data: any report can be exported to CSV, JSON, or Parquet for downstream use. The export uses the same row set the report renders.
• Drill-down from aggregated results to the individual rows behind them, when you want to investigate a number that looks off. The drill-down opens a filtered view of the underlying events without you having to rebuild the report.

The reports are the place where most operations end up living for the questions that don't fit the pre-built dashboards — which usually turn out to be most of the operationally important questions.

You open the report builder, pick a starting data type (clicks, conversions, page views, payouts), drag in the columns you care about, apply filters, set any grouping or aggregation, and the report renders. The same builder handles everything from a simple "conversions by traffic source this week" report to a multi-dimensional pivot with date-bucketing, conditional aggregations, and seven filter clauses.

Behind the scenes, the report runs against Routy's pre-aggregated stats tables (see the stats aggregation feature) rather than the raw event log, which is why reports stay fast even on accounts pushing tens of millions of events a month. The aggregation tables update every 30 seconds, so the report's data is current within that window.

Worth knowing:

• Report performance is fast for any report that fits the pre-aggregated dimensions. Reports that require dimensions not covered by the aggregation tables fall back to scanning the event log, which is slower for very large date ranges but still much faster than running SQL against a warehouse.
• Saved reports can be permission-scoped — admin-only, team-wide, or restricted to specific sub-users — so reports containing financial detail can be kept away from team members who shouldn't see them.
• Scheduled report runs with email delivery are supported, so daily or weekly reports can land in inboxes automatically rather than requiring someone to open the dashboard.

The report builder is the feature that most operations underuse for the first month and then become entirely dependent on by the third month. The shift happens once someone realises they can answer a question in 90 seconds that previously required either a CSV export plus a pivot table or a request to engineering. Once that loop closes, the questions get asked more often, the answers inform decisions faster, and the operational tempo of the business goes up.

The competitive case for it, against either spreadsheets or a data warehouse setup, is straightforward. Spreadsheets are great for the first hundred reports anyone runs, painful by the thousandth, and a maintenance burden no one wants to inherit. Data warehouses are powerful but require either a data analyst or a meaningful learning curve for the affiliate operator to use directly. The report builder sits in between: more flexible than a fixed dashboard, more accessible than a warehouse, and fast enough at the volumes affiliate operations actually run at.

For lean operations specifically — small teams without an analyst — the report builder is what removes the bottleneck between "wondering what's happening" and "knowing what's happening." That bottleneck is where a lot of small operations lose time to the wrong decisions.