Reports - Umami

Reports provide advanced analytics capabilities beyond the standard dashboard. Create custom reports to analyze user journeys, measure conversions, understand retention, and track revenue.

Report Types

Umami offers several specialized report types, each designed for specific analytics needs:

Insights

Analyze metrics by custom dimensions and breakdowns

Funnel

Track user progression through multi-step processes

Retention

Measure how often users return to your site

Journey

Visualize user paths through your website

Goal

Track conversion goals and completion rates

Revenue

Monitor revenue and e-commerce performance

UTM

Analyze marketing campaign effectiveness

Creating Reports

General steps for creating any report:

Navigate to Reports

Select your website and click on the appropriate report section (Goals, Funnels, etc.).

Click Add Report

Click the Add button to create a new report.

Configure Report

Set up your report parameters (varies by report type).

Save and View

Save the report to start collecting data.

Reports are saved to your website and can be accessed anytime from the reports navigation.

Insights Reports

Analyze your data by custom dimensions and metrics:

Breakdown Reports

Break down your analytics by any field:

URL paths: See which pages get the most traffic
Referrers: Understand your traffic sources
Browsers: Know what browsers your users prefer
Operating Systems: See OS distribution
Devices: Desktop vs mobile vs tablet
Countries: Geographic distribution
Events: Custom event analysis
Event Properties: Analyze event data fields

Creating a Breakdown Report

Select Field

Choose the dimension to analyze (e.g., URL, Browser, Country).

Apply Filters

Optionally filter data to specific criteria.

Choose Date Range

Select the time period to analyze.

View Results

See a ranked list with counts and percentages.

Funnel Reports

Track user progression through multi-step processes:

What is a Funnel?

A funnel represents a sequence of steps users take toward a goal:

Step 1: Visit landing page     →  1,000 visitors (100%)
Step 2: View product page       →    600 visitors (60%)
Step 3: Add to cart            →    200 visitors (20%)
Step 4: Complete checkout      →    100 visitors (10%)

Creating a Funnel

Name Your Funnel

Give your funnel a descriptive name (e.g., “Purchase Funnel”).

Set Time Window

Define how long users have to complete the funnel (in minutes).

Typical values: 30 minutes for e-commerce, 60 minutes for complex flows.

Add Steps

Define each step in your funnel:

Type: Choose action type (page view, event, etc.)
Value: Specify the URL or event name
Order: Arrange steps in sequence

Minimum 2 steps required, maximum 8 steps supported.

Save Funnel

Save and view conversion rates between steps.

Funnel Analysis

Understand drop-off points:

Conversion Rate: Percentage completing each step
Drop-off Rate: Percentage leaving at each step
Total Conversions: Number reaching the end
Step Duration: Time between steps

Funnels only track forward progression. Users who skip steps or go backward are not counted.

Retention Reports

Measure how often users return to your website:

Understanding Retention

Retention shows the percentage of users who return after their first visit:

Cohort	Day 1	Day 2	Day 3	Day 7	Day 14
Jan 1	100%	45%	30%	20%	15%
Jan 2	100%	50%	35%	22%	16%
Jan 3	100%	48%	32%	21%	-

Retention Metrics

Cohort Date: First visit date
Initial Users: Users in cohort
Day N: Percentage returning on day N
Retention Curve: Visualization of retention over time

Interpreting Retention Data

Good Retention:

Gradual decline
Flattening curve
Higher long-term retention

Poor Retention:

Sharp drop-off
Low Day 7 retention
Continuous decline

Different industries have different retention benchmarks. Compare to your historical data.

Journey Reports

Visualize the paths users take through your website:

Journey Visualization

See the flow of visitors between pages:

Home Page (1000)
  ├─→ Products (400)
  │   ├─→ Product A (150)
  │   └─→ Product B (250)
  ├─→ About (300)
  └─→ Blog (300)
      └─→ Blog Post (200)

Journey Insights

Popular Paths: Most common navigation routes
Entry Points: Where journeys begin
Exit Points: Where users leave
Path Length: Average pages per journey

Journey reports help identify navigation issues and optimize user flow.

Goal Reports

Track specific conversion goals:

Setting Up Goals

Define Goal

Name your goal (e.g., “Newsletter Signup”, “Download PDF”).

Choose Action Type

Select what triggers the goal:

Page View: Visiting a specific page
Event: Triggering a custom event
URL Pattern: Matching URL patterns

Set Value

Specify the page URL or event name.

Save Goal

Start tracking goal completions.

Goal Metrics

Completions

Total number of goal completions

Conversion Rate

Percentage of visitors who complete the goal

Unique Completions

Number of unique users completing the goal

Trend

Goal performance over time

Common Goal Examples

Newsletter signups
Account registrations
File downloads
Video completions
Form submissions
Add to cart actions
Purchase completions

Revenue Reports

Track monetary value and e-commerce performance:

Revenue Tracking Setup

Revenue tracking requires implementing revenue events in your tracking code. See Revenue Tracking for setup instructions.

Revenue Metrics

Total Revenue: Sum of all revenue events
Transactions: Number of revenue events
Average Order Value: Revenue per transaction
Revenue by Source: Attribution by traffic source
Revenue by Page: Which pages drive revenue
Top Products: Most valuable items

Revenue Report Features

Currency Support

Track multiple currencies with automatic handling

Time-based Analysis

See revenue trends over time

Event Properties

Analyze custom revenue attributes

Filtering

Segment revenue by any dimension

UTM Reports

Analyze marketing campaign performance:

UTM Parameters

Track five standard UTM parameters:

utm_source: Traffic source (e.g., google, newsletter, facebook)
utm_medium: Marketing medium (e.g., cpc, email, social)
utm_campaign: Campaign name (e.g., summer_sale, product_launch)
utm_content: Ad variation (e.g., banner_a, text_link)
utm_term: Paid keywords (for search campaigns)

Campaign Analysis

By Source

Compare performance across traffic sources:

Which sources drive the most traffic?
Conversion rates by source
Revenue by source (if tracking revenue)

By Medium

Understand which mediums work best:

Email vs Social vs Paid
Medium-specific metrics
Cost-effectiveness analysis

By Campaign

Track individual campaign performance:

Campaign visitors and conversions
Campaign ROI
Time-based campaign trends

Use UTM parameters consistently across all marketing efforts for accurate tracking.

Managing Reports

Report List

All saved reports appear in their respective sections:

Sort by name or date created
Quick access to recent reports
Edit or delete existing reports

Editing Reports

Find Report

Locate the report in your report list.

Click Edit

Click the edit icon next to the report name.

Update Settings

Modify report parameters as needed.

Save Changes

Save to update the report.

Deleting Reports

Deleting a report cannot be undone. The report configuration is removed, but underlying analytics data is preserved.

Best Practices

Name reports clearly and consistently
Create reports for your key business metrics
Review reports regularly to identify trends
Use filters to segment report data
Combine different report types for complete analysis
Document your report configurations
Share important reports with team members

Report Limitations

Funnel Reports: Maximum 8 steps per funnelRetention Reports: Requires sufficient historical data (minimum 30 days recommended)Journey Reports: Shows top paths only for performance reasons

Next Steps

Revenue Tracking

Set up e-commerce revenue tracking

Segments

Create user segments for targeted analysis

Filters

Apply advanced filters to reports

Event Tracking

Implement custom events for goals and funnels

Core Features

Analytics

Additional Features

​Report Types

Insights

Funnel

Retention

Journey

Goal

Revenue

UTM

​Creating Reports

​Insights Reports

​Breakdown Reports

​Funnel Reports

​What is a Funnel?

​Creating a Funnel

​Funnel Analysis

​Retention Reports

​Understanding Retention

​Retention Metrics

​Journey Reports

​Journey Visualization

​Journey Insights

​Goal Reports

​Setting Up Goals

​Goal Metrics

Completions

Conversion Rate

Unique Completions

Trend

​Common Goal Examples

​Revenue Reports

​Revenue Tracking Setup

​Revenue Metrics

​Revenue Report Features

Currency Support

Time-based Analysis

Event Properties

Filtering

​UTM Reports

​UTM Parameters

​Campaign Analysis

​Managing Reports

​Report List

​Editing Reports

​Deleting Reports

​Best Practices

​Report Limitations

​Next Steps

Revenue Tracking

Segments

Filters

Event Tracking

Build docs developers (and LLMs) love

Report Types

Creating Reports

Insights Reports

Breakdown Reports

Funnel Reports

What is a Funnel?

Creating a Funnel

Funnel Analysis

Retention Reports

Understanding Retention

Retention Metrics

Journey Reports

Journey Visualization

Journey Insights

Goal Reports

Setting Up Goals

Goal Metrics

Common Goal Examples

Revenue Reports

Revenue Tracking Setup

Revenue Metrics

Revenue Report Features

UTM Reports

UTM Parameters

Campaign Analysis

Managing Reports

Report List

Editing Reports

Deleting Reports

Best Practices

Report Limitations

Next Steps