Swaarm has several reporting tools, each designed for a different purpose. This article helps you choose the right one for the task at hand and points you to the full documentation for each.
Which report should I use?
If you want to… | Use this report |
See individual conversions, check decisions and statuses, verify a test | Conversion Report |
Analyse performance by offer, publisher, country, or any other dimension | Custom Report |
Check successfully attributed and unattributed postbacks | Postback Log |
Detect suspicious traffic patterns - bots, proxy, abnormal conversion rates | Fraud Detection |
View Appsflyer partner and Protect360 data alongside Swaarm stats | Appsflyer MMP Reports |
Visually explore data with drag-and-drop charts and pivot tables | Explorer |
Query raw data with full SQL flexibility | SQL Studio |
Conversion Report
The Conversion Report shows every individual postback received successfully by Swaarm - one row per conversion. It's the first place to check when verifying an integration, investigating a specific conversion, or checking why a postback was approved or rejected.
Use it when:
Testing a new advertiser or publisher integration
Checking the decision or status of a specific conversion
Exporting raw conversion data for reconciliation
Key fields to look at:
Decision - Passed or Failed, based on postback decision rules (CTIT, blocked publisher, etc.)
Status - Approved, Pending, or Rejected, based on postback status rules (budget, offer status, etc.)
Publisher postback - whether the postback to the publisher was fired
Click ID - to match the conversion back to the original click
ℹ️ You can filter by Offer ID, Publisher ID, Advertiser ID, decision, status, and 200+ other fields. Column order follows the order you select them. Export any view as CSV.
Custom Report
The Custom Report is the main performance reporting tool in Swaarm. Unlike the Conversion Report which shows individual events, the Custom Report aggregates data - showing totals and breakdowns across any combination of dimensions and metrics you choose.
Use it when:
Reviewing offer or publisher performance over a date range
Breaking down conversions by country, OS, device, or sub-ID
Comparing revenue vs cost across advertisers or publishers
Scheduling regular performance reports by email
How it works:
Go to Reports → Custom Report
Select your date range
Choose your dimensions - what to group 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 The order you select dimensions and metrics is the order they appear as columns. Save reports as private (only you) or public (your team). Schedule reports to be emailed automatically on a recurring basis. Export any view as CSV.
Postback Log
The Postback Log records every postback received by Swaarm - both attributed and unattributed. It's primarily a troubleshooting tool for diagnosing integration issues on the advertiser side.
Use it when:
Conversions are missing from the Conversion Report
Investigating a "Missing Click ID" issue with an advertiser
Checking whether a postback was received, but failed attribution
Key filters:
Attribution - filter by Successful or Failed to isolate unattributed postbacks
Query - the postback which was fired (without the domain part, just parameters)
Errors - see exactly why attribution failed (e.g. Missing Click ID, Invalid Click ID, Failed to decode PEA Chain)
Server IP - useful for identifying which advertiser sent an unattributed postback
⚠️ The most common error is Missing Click ID - meaning the advertiser's postback isn't passing the click ID back to Swaarm. Check with the advertiser and verify your postback URL is correctly configured. Unattributed postbacks also count towards your organisation usage.
Fraud Detection Reports
The Fraud Detection Reports help identify suspicious traffic patterns across your campaigns. Each report focuses on a different type of anomaly - none of them prove fraud outright, but they surface red flags that warrant investigation.
Go to Reports → Fraud Detection Reports to access them.
Report | What it detects |
Abnormal Conversion Rate | Unusual spikes or drops in conversion rate at offer, publisher, or sub-ID level |
Abnormal Device Distribution | Excessive conversions from identical or uncommon devices |
Bot Detection | Automated click or install patterns that imitate human behaviour |
Click Spamming | Unusual or abnormal patterns in click data based on configured CTIT. |
Device Mismatch | A discrepancy between the device that clicked on an ad and the device that performed a conversion. |
GEO Mismatch | Check whether the click and conversion originated from different geographical regions. |
Proxy Detection | Traffic coming from proxy IPs - with option to block directly from the report |
SDK Fraud | Suspicious SDK-related activities by comparing various discrepancies between the app events and the App Store version. |
All reports share common filters: date range, granularity, level (offer / offer-publisher / offer-publisher-subID), tolerance range, group by, and minimum conversions threshold. You can take immediate action from the Recommended Actions column — for example, blocking a sub-ID or publisher — without leaving the report.
ℹ️ Actions taken from Fraud Detection Reports are logged in Audits with the action type (e.g. "Publisher Blocked", "Offer Paused").
Appsflyer MMP Reports
If your advertiser uses Appsflyer as their MMP, and you have agency access, you can view their Protect360 fraud data and partner performance reports directly in Swaarm - without switching between platforms.
Go to Reports → Appsflyer.
Explorer
Explorer is Swaarm's flexible data exploration tool. Use it to filter, split, and measure your data across multiple dimensions simultaneously.
Use it when:
Investigating why clicks are being discarded (Failed Click Rules)
Understanding why conversions are Pending or Rejected (Failed Status Rules)
Comparing performance across countries, sub-IDs, or device types
Analysing trends over time with time shift comparisons
Go to Reports → Explorer.
SQL Studio
SQL Studio gives you direct query access to your Swaarm data. Use it for fully custom reports, complex joins, or any analysis that goes beyond what the Custom Report supports.
Go to Reports → SQL Studio.