Reports and Drilldowns

How to drilldown & view reporting data

Kintura uses a line-of-sight drill down style report (this is why there is not a reporting tab). To get your desired reporting data, simply click the blue arrow that is directly to the left of the item you want to drill down into.

For example here are the steps to drill down into data for a specific Campaign from the Campaign tab:

  1. Click the Stats button
  2. Click the blue arrow next to the campaign data you want to view
  3. A drill down box will appear - choose the data element you want to drill down to.
  4. If you want to drill down even further, you can choose another data element, and so on.

You can do the same to get reporting data with offers, traffic sources, landing pages & affiliate networks.

O. Visits and L. Visits

Kintura's default actions are Landing Page Visits and Offer Visits. These are is abbreviated "L. Visits" and "O. Visits" and include a "Unique" value to indicate which events were unique to that user within that campaign (abbreviated with "u."). In a route that is "Direct" to Offer, you will likely not see any Landing Page Visits. However, in a route with both Landing Pages and Offers, you can see the relationship between Landing Page Visits where Offer Visits becomes an indication of Landing Page CTR (click-through rate).

Drilling Down into your Data

Below is an example of how to drill down into a specific Campaign’s data:

To clear out any previous drilldowns, simply click the “-” next to the data point name. As you drill down into your data you are essentially building a query, attaching filters one at a time. We also let you remove them one at a time.

Below is an example:

Use the drilldown feature to identify winners and losers within traffic sources, partner ids, browser configuration, etc.

Report Columns

When you see a (u.) this means "unique" in that it's not a duplicated Event. We do this to make available a more useful number of non duplicated events (a user being redirected to a specific Landing Page twice would count as 1 event).

In Kintura, an Event is any logged event such as a Visit, Landing Page Click, Offer Visit, etc. Our system differentiates Offer Visits and Landing Page Clicks with two separate columns: O. Direct (Offer Direct, as in there was no intermediary/pre-lander Landing Page) and L. Clicks which is specific to clicking the /out, /click or /offer links on your hosted Landing Page.

Remember that /out is synonymous with /click and /offer as we provide you with three ways to label your Landing Page's CTA/Offer links.

Unique Users

A count of what we determine to be individual users who've entered the campaign.

Impressions (u.)

How many individual users called your impression tracking pixel.


Total number of impressions including duplicate users.

Visits (u.)

Unique visits are non duplicated visits to your campaign entry URL per target -- Redirect to Offer 1, then enter campaign again and get Offer 2 is 2 unique visits.


Total count of all campaign entry ( URL requests or KinturaJS "landing" event.

L. Clicks (u.)

Here, duplicated events are simply eliminated so you can get a better sense of the number of humans who saw a Landing Page once.

L. Clicks

Total count of all Landing Page clicks to an /out link.

O. Direct (u.)

A count of how many users were sent directly to offers with duplicate actions removed.

O. Direct

A total number of the direct to offer events including duplicates.


Our own internal algorithm based on a number of proprietary factors. Either self-identified bots or traffic being run through data centers or IP addresses we've identified making non-human request patterns.


User's IP identified in known bad proxies as well as connections being identified via known fraudulent sources of traffic such as Luminati, Oxylabs, SmartProxy and well-known less sophisticated mass scale fraud sources. We can identify roughly 70% of malicious traffic here, however, some users can be false-positives (such as HolaVPN users who are not bad actors but whose connections are being used by bad actors without their knowledge)


Known TOR exit node.


Total number of conversions as fired via our conversion postback or conversion pixel.


See corresponding Affiliate Network postback "status" setting. This is an indicator of a potential conversion and common with networks who want to alert you that a conversion is pending or in the pipeline in some way (such as a COD order).

Rejected Leads

See corresponding Affiliate Network postback "status" setting. A reversal of a Lead. If payout was provided will also deduct from "Lead Revenue" which is projected lead revenue. It will not deduct from Lead count. Deducting from Lead count would limit your ability to track rejection rate.


See corresponding Affiliate Network postback "status" setting. This is a full conversion reversal. It will not deduct from conversion count, however. Deducting from Conversion count would limit your ability to track reversal rate.

Lead Revenue

The sum payout amount as received in any postback with a Lead status as set in Affiliate Network Settings.


Sum payout amount as received in postback payout parameter.


Cost of visit determined by cost tracking mode in campaign settings.


Revenue minus Cost.


Cost per Visit.


Landing page Click Through Rate, percentage of Landing Page visits where the user clicked your /out link.


Conversion Rate is the percentage of Visits resulting in a Conversion. A Visit is any form of campaign entry.


Cost Per Action is a the cost of Visits per Conversion.


Return on Investment aka ROAS or Return on Ad Spend.


Earnings per Visit.


Earnings per Landing Page Click.


Currently mislabeled Profit Per Conversion.

Coming Soon: Advanced Reports

We are in the process of building an extremely powerful Advanced Reports tab which will allow you to view multiple grouping reports as well as in-depth conversion attribute breakdowns.