The Custom Report is the main performance reporting tool in Swaarm. Unlike the Conversion Report which shows one row per conversion, the Custom Report aggregates data - giving you totals and breakdowns across any combination of dimensions and metrics you choose.
Go to Reports → Custom Report.
How to build a report
Go to Reports → Custom Report
Select a date range
Choose your dimensions - what to group data by (offer, publisher, country, date, etc.)
Choose your metrics - what to measure (clicks, conversions, revenue, cost, margin, etc.)
Add filters if needed
Click Generate Report
ℹ️ Column order matters - columns appear in the order you select dimensions and metrics. To reorder, deselect and reselect in the order you want them.
Filters
The following filters are shown by default for quick access:
Filter | What it does |
Offer ID | Filter by one or more offers |
Adv. ID | Filter by one or more advertisers |
Pub. ID | Filter by one or more publishers |
Event ID | Filter by specific conversion event |
Postback Status | Filter by Approved, Pending, or Rejected |
Postback Decision | Filter by Passed or Failed |
Click + Add Filter to filter by any other dimension not shown by default.
Dimensions
Category | Fields |
Offer | Offer ID, Offer Name, Offer Status, Offer Tags, Event ID, Event Name, Offer Ad ID, Offer Ad Name, Offer Ad Group ID, Offer Ad Group Name, Offer Campaign ID, Offer Campaign Name, Advertiser Event ID, Offer Tracker Name, Appsflyer Agency, Offer App ID, Adv. Offer ID, Imported Offer ID, Smart Link ID, Offer Landing Page ID, Offer Landing Page Name, Targeted Payout ID, Targeted Payout Name, Offer Migration ID |
Publisher | Publisher ID, Publisher Name, Publisher Tags, Publisher Manager ID, Publisher Manager Name, Publisher Sales Manager ID, Publisher Sales Manager Name, Publisher Sub ID, Publisher Sub Sub ID, Publisher Org. Sub ID, Publisher Group, Publisher App ID, Publisher App Name, Publisher Site, Publisher Creative, Publisher Creative ID, Publisher Placement, Publisher Unique 1, Publisher Unique 2, Publisher Unique 3, Publisher Referrer, Publisher Term, Publisher Migration ID |
Advertiser | Advertiser ID, Advertiser Name, Advertiser Tags, Advertiser Manager ID, Advertiser Manager Name, Advertiser Sales Manager ID, Advertiser Sales Manager Name |
Evaluation | Traffic Tags, Postback Status, Postback Decision, MMP Rejection Reason, MMP Rejection Reason Value, Status Failed Rules, Status Failed Subrules, Decision Failed Rules, Decision Failed Subrules, Click Failed Rules, Click Failed Subrules, Impression Failed Rules, Impression Failed Subrules |
User / Traffic | User Geo City, User Geo Region, User Geo Country, User Device Language, User Device Pref. Language, User Device Make, User Device Model, User Device Browser, User Device OS, User Device OS Ver., User Connection Type, User Connection ISP, User Connection Carrier Code, User Connection MCC, User Connection MNC, User Agent |
Other | Date |
ℹ️ Note: Publisher App Name & Publisher App ID refer to where the publisher showed the ad. Offer App ID is the ID of the app being advertised (e.g. id917737838).
Metrics
Metric | Definition |
Conversions | Approved conversions (payable and non-payable) |
Paid Conversions | Approved payable conversions only |
Total Conversions | All conversions regardless of status (Approved, Pending, Rejected) |
Events | Count of all events other than the default event |
Revenue | Sum of WeGet for Approved conversions only |
Total Revenue | Sum of WeGet across all statuses |
Costs | Sum of TheyGet for Approved conversions only |
Total Costs | Sum of TheyGet across all statuses |
Conversion Rate | Approved conversions ÷ total clicks |
Click-through Rate | Clicks ÷ impressions |
Event Rate | Events ÷ default event count |
Earnings Per Click | Total profit ÷ clicks |
Profit | Revenue (WeGet) - Publisher Costs (TheyGet) |
Searches | Number of searches conducted by users |
Monetized Searches | Searches where an ad or sponsored link was displayed |
Ad Clicks | Unique users who clicked an ad within search results |
Coverage | Monetized searches ÷ total searches |
CTR (Click-through rate) | Ad Clicks ÷ Impressions |
RPC (Revenue per click) | Revenue ÷ Ad Clicks |
RPM | Revenue ÷ Searches × 1000 |
CTR (Monetized) | Click-through rate considering only monetized traffic |
RPM (Monetized) | Revenue per thousand impressions for monetized traffic only |
Latency | Time for a user to return to a redirected URL |
Client Latency | Time between a client initiating a request and receiving a response |
Payout WeGet | The revenue amount configured on the offer |
Payout TheyGet | The cost amount configured on the offer |
Daily / Monthly Click Budget | Click cap configured on the offer or publisher |
Daily / Monthly Conv. Budget | Conversion cap configured on the offer or publisher |
Daily / Monthly Revenue Budget | Revenue cap configured on the offer or publisher |
Pub. Conversions | Approved conversions with decision Passed |
Pub. Conversion Rate | Approved conversions with decision Passed ÷ total clicks |
Pub. Paid Conversions | Approved payable conversions with decision Passed |
Pub. Revenue | Revenue from Approved + Passed conversions |
Pub. Costs | Cost of all conversions with decision Passed |
Effective Cost Per Action (ECPA) | Publisher cost ÷ actual paid conversions |
Sale Amount | Used to calculate ROAS based on publisher sales |
Custom Numeric Value | Custom numeric value passed in the postback |
Avg. Custom Numeric Value | Average of the custom numeric value |
Clicks | Total clicks redirected to the advertiser |
Unique Clicks | Unique clicks only |
Discarded Clicks | Clicks blocked by optimization rules |
Impressions | Total impressions redirected by Swaarm |
Discarded Impressions | Impressions blocked by optimization rules |
ℹ️ Budget metrics require Offer ID and/or Publisher ID to be selected as a dimension.
ℹ️ Offer name delay - offers created or renamed in the last 30 minutes may not show their updated name in the report yet. Allow up to 30 minutes for names to appear.
Default daily reports
At the top of the Custom Report page you'll find a set of pre-built daily reports to help you get started quickly. These cover common views like performance by offer, by publisher - useful as a starting point or as templates to build from.
Saving reports
Once you've built a report you want to reuse:
Click
to run the reportClick
Give the report a name.
Set range (optional)
ℹ️ Relative vs fixed date ranges on saved reports - if you want the date range to update automatically each time you open the report (e.g. always show "last 7 days"), select a relative time range when saving. Fixed date ranges stay locked to the dates you set.
Choose visibility:
Public checkbox not selected - only you can see it
Public checkbox selected - visible to all users in your organisation (shown with blue dashes)
Click Save
Your saved reports appear at the top of the Custom Report page. Delete any saved report by clicking on edit 
and then delete.
Scheduling reports by email
You can schedule any saved report to be sent automatically by email on a recurring basis - useful for regular performance updates to your team or clients.
To set up a scheduled email:
Save the report first (see above)
Open the saved report
Select Send report as email
Click on schedule and set the frequency - daily, weekly, or monthly
Add subject, message, and recipients - email addresses to send to
ℹ️Use the
{date}macro in Subject to include the date dynamically. Example:Performance Report {date}→ "Performance Report 25/01/2026"Click Save
ℹ️ Scheduled reports use the time range configured in the saved report. Use a relative date range (e.g. "last 7 days") so the report always covers the most recent period rather than a fixed historical window.
⚠️ Important - if sending to an external recipient, make sure the report doesn't include sensitive data you wouldn't want them to see.
Export to CSV
Click 
to export the current report view to CSV. Your selected columns and filters are applied to the export.
💡 Sharing and Sorting
You can also share the report URL with your colleagues internally to share the report.
You can sort columns by clicking the column header to sort by increasing or decreasing values. However, Offer Payouts and Budgets are not sortable, but can be sorted either by downloading as a CSV and sorting in the file or on the Overview Pages.
Expanding Reports
If you select any dimension amongst Advertiser, Offer, and Publisher you will be able to expand the rows below on the report.
This allows you to see data from a hierarchy order of Advertiser - Offer - Publisher. So once you go through and see stats that you want to know more details on like which offer this comes from or which publisher attributed conversions you can expand the row to find out here.
ℹ️ Please note that when you export as a CSV expanded rows are not included.
Quick Search
If you are looking for a specific number, name, or value in a large custom report then we recommend using the Quick Search function. This will allow you to search and find the data point in the custom report in seconds.
How to Use Quick Search
Once you have selected your filters, dimensions, and metrics and clicked search, the custom report will load. After it loads, there is a quick search bar underneath the Metrics box that looks like this:
From here you can enter any keyword, number, or value that you are looking for in the report.