Explorer is Swaarm's flexible data exploration tool. Unlike the Custom Report which outputs flat tables, Explorer lets you filter, split, and measure your data across multiple dimensions simultaneously - making it particularly useful for diagnosing traffic quality issues, investigating failed rules, and comparing performance across segments.
Go to Reports → Explorer → Analytics to access it.
How Explorer works
Explorer has three building blocks:
Filter - narrow down the data you want to look at (e.g. a specific offer, publisher, or date range)
Split (Dimensions) - choose what to group your data by (e.g. country, publisher sub-ID, failed rule)
Measure - choose what to count or sum (e.g. clicks, approved conversions, revenue)
Time filters
Explorer has three building blocks for sorting your report: Filter, Split, and Measure. The first filter to set up is always the time period - it determines what data you're looking at before anything else.
Relative vs Fixed vs Latest
Mode | How it works |
Relative | Shows data relative to the day you're viewing the report. A "Today" filter on Monday shows Monday's data; on Tuesday it shows Tuesday's data automatically. |
Fixed | Locks the report to a specific start and end date (down to the minute). The data doesn't change when you revisit the report on a different day. |
Latest | Shows the most recent available data up to the selected period. "Latest day" refers to the most recent day with data — not necessarily today. A timestamp below the filter shows exactly which period is loaded. |
Latest time period presets
Option | Shows data from |
1H | Last hour |
6H | Last 6 hours |
1D | Last 24 hours |
7D | Last 7 days |
30D | Last 30 days |
Custom latest periods - click the … button to enter a custom period using partition notation (P = partition by date, PT = partition by time):
Command | Definition |
| Last 1 second |
| Last 1 minute |
| Last 5 minutes |
| Last 15 minutes |
| Last 30 minutes |
| Last 1 hour |
| Last 6 hours |
| Last 1 day |
| Last 1 week |
| Last 1 month |
| Last 3 months |
| Last 1 year |
ℹ️ These are base examples - you can combine them freely. For example PT2H for the last 2 hours, P3D for the last 3 days, or P2W for the last 2 weeks.
Current & Previous
Use Current & Previous for calendar-aligned periods rather than rolling windows.
Option | Definition |
D | Day - Current D on Monday at 8am shows Monday 12am–8am, not the last 24 hours |
W | Week |
M | Month |
Q | Quarter (Q1 = Jan–Mar, Q2 = Apr–Jun, Q3 = Jul–Sep, Q4 = Oct–Dec) |
Y | Year |
Previous shifts the period back by one unit - Previous D on Monday at 8am shows all of Sunday.
Time shift
Time shift lets you compare two time periods side by side - adding Previous and Difference columns to your report automatically.
To use it: enable Time Shift and select the period to compare against (e.g. shift by D to compare today vs yesterday, or P2W to compare the last 2 weeks vs the 2 weeks before that).
ℹ️ The shifted period cannot overlap with the main period - Explorer will warn you if the combination isn't valid.
Example setup: Latest 1D + Time Shift D + Time dimension in Split → last 24 hours vs the previous 24 hours, broken down by hour.
ℹ️ Time granularity tip - when using any time filter, add the Time dimension to your Split and click it to choose the granularity (second, minute, hour, day, etc.) that makes sense for your data range.
Visualization & toolbar features
Report visualization
On the top right of the Explorer, you can switch between different view types to best suit how you want to see your data
View | When to use it |
Totals | Quick summary of overall numbers across your selected filters |
Table | Row-by-row breakdown by the dimensions you've selected |
Line chart | Trends over time - best combined with a time dimension |
Bar chart | Comparing values across categories (e.g. publishers, countries) |
Heatmap | Spotting patterns across two dimensions at once |
Additional toolbar features
Feature | Where to find it | What it does |
Timezone | Top right corner 
| Change the timezone used for time-based data in the report |
Auto Update | Refresh button, top right 
| Refresh the report immediately, or set an automatic refresh interval (in seconds or minutes) |
Export | Export icon, top right 
| Copy the report URL, or export the data to CSV or TSV format |
Settings | Settings icon, top right 
| View the raw data and underlying query for the current report configuration |
Pinboard | Pinboard panel 
| Pin any dimension value to keep it visible as a reference point while you change other selections — pinned values update automatically as your filters change |
Dimensions
Dimensions are what you split your data by. They're organised into the following categories:
Time
Choose the time granularity to split your data by — second, minute, hour, day, week, or month.
Advertiser
Dimension | Definition |
Advertiser ID | ID of the advertiser in Swaarm |
Advertiser Name | Name of the advertiser in Swaarm |
Manager ID / Name | Advertiser account manager at any point in time |
Current Manager ID / Name | Current advertiser account manager |
Current Sales Manager ID / Name | Current advertiser sales manager |
Advertiser Adapter Type | The API adapter the advertiser is using |
Publishers
Dimension | Definition |
Publisher ID / Name | ID and name of the publisher in Swaarm |
Publisher Manager ID / Name | Publisher manager at any point in time |
Current Publisher Manager ID / Name | Current publisher manager |
Publisher Group ID | ID of the publisher group |
Publisher Sub ID | Sub/source ID passed through the tracking URL |
Publisher Original Sub ID | Original sub ID passed through the publisher tracking URL |
Publisher Sub Sub ID | Sub/source ID of the publisher sub/source |
Publisher App / Id | Name/id of the publisher app passed through the tracking URL |
Term | Search term passed through the publisher tracking URL |
Traffic
Dimension | Definition |
Recommendation Link ID | Smart link ID |
Country | Country where the user clicked the ad |
Region | Region (state) where the user clicked the ad |
OS / OS Version | Operating system and version of the user's device |
Device Type | Mobile, tablet, desktop, etc. |
Connection Type | Cellular, corporate, dial-up, cable DSL, etc. |
Browser | Chrome, Safari, etc. |
Carrier / ISP | The carrier or internet service provider |
In App | Whether the ad was opened in an app or the web |
Traffic Tags | Tag assigned to a specific traffic segment |
Offers
Dimension | Definition |
Offer ID / Name | ID and name of the offer in Swaarm |
Advertiser Offer ID | The offer ID in the advertiser's platform (external offer ID) |
Event Type ID / Name | The conversion event ID and name configured in Swaarm |
App / Play Store ID | App or play store ID set up in the offer |
Offer Tags | Tags placed on the offer |
Tracker Name | The MMP used by the advertiser (e.g. Appsflyer, Adjust) |
Evaluation
Evaluation dimensions are particularly useful for diagnosing why clicks or conversions are failing. See the Evaluation dimensions & failed rules section below for how to use them.
Dimension | Definition |
Decision | Postback decision outcome - Passed or Failed |
Status | Conversion status - Approved, Pending, or Rejected |
Failed Click Rules / Subrules | The rule that caused a click to be discarded / |
Failed Impression Rules / Subrules | Rules that caused an impression to be discarded / the id of the optimization rule |
Failed Decision Rules / Subrules | Rules that caused a conversion decision to fail / the id of the optimization rule |
Failed Status Rules / Subrules | Rules that caused a conversion status to be rejected or pending / the id of the optimization rule |
Click to Install Time | Time difference between click and default conversion |
Privacy Enabled | Whether privacy mode was active on the click |
Impression Attribution | Whether the conversion was attributed to an impression (VTA) |
Measures
Measures are what you count or sum in your Explorer report. All monetary values are in USD.
Measure | Definition |
Clicks | Clicks redirected to the advertiser |
Discarded Clicks | Clicks discarded by the system for any reason |
Impressions | Total impressions tracked |
Discarded Impressions | Impressions discarded by the system |
Act Conversions | Conversions in status Approved (payable and non-payable) |
Act Paid Conversions | Approved payable conversions only |
Act WeGet ($) | Revenue from approved conversions |
Act TheyGet ($) | Cost of approved conversions |
Act CR (%) | Approved conversions ÷ total clicks |
Act CR Impressions (%) | Approved conversions ÷ total impressions |
Act EPC ($) | Revenue from approved conversions ÷ clicks |
Pub Conversions | Conversions with status Approved and decision Passed |
Pub Paid Conversions | Paid conversions with status Approved decision Passed |
Pub WeGet ($) | Revenue from approved and passed conversions |
Pub TheyGet ($) | Cost of approved and passed conversions |
Pub CR (%) | Approved + Passed conversions ÷ total clicks |
Total Conversions | All conversions regardless of status |
Approved / Pending / Rejected Total Conversions | Count by status |
Rejected By Advertiser Total Conversions | Conversions rejected by the advertiser |
Total WeGet ($) | Revenue across all conversion statuses |
Total TheyGet ($) | Cost across all conversion statuses |
Company Profit ($) | Actual WeGet - Pub TheyGet |
Act Margin (%) | Actual WeGet ÷ Pub TheyGet |
Unique Click Sub IDs | Count of unique sub IDs across all clicks (including discarded) |
Unique Postback Sub IDs | Count of unique sub IDs across all conversions (any status) |
Unique Click Pub Groups | Count of unique publisher groups across all clicks |
Unique Postback Pub Groups | Count of unique publisher groups across all conversions |
Searches | Number of searches 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 |
Evaluation dimensions & failed rules
The Evaluation section in Dimensions is the most powerful part of Explorer for diagnosing traffic quality and integration issues. Here's how to use the most common combinations:
Why are clicks being discarded?
Go to Explorer
In Dimensions → Evaluation, select Failed Click Rules
In Measures, select Discarded Clicks
You'll see a breakdown of how many clicks were discarded per rule
Why are conversions Pending or Rejected?
Go to Explorer
In Dimensions → Evaluation, select Status and Failed Status Rules
In Measures, select Total Conversions
Approved conversions show with no failed status rule. Pending and Rejected conversions show the rule that caused the outcome.
Why did a conversion decision fail?
Go to Explorer
In Dimensions → Evaluation, select Decision and Failed Decision Rules
In Measures, select Total Conversions
Failed decisions will show the specific rule that blocked the conversion from being passed to the publisher.
Complete list of failed rules
Failed Click Rules
Rule | What it means |
| Click came from a VPN, proxy, or anonymisation service |
| Click has an invalid or manipulated IP - typically S2S traffic |
| Required parameters missing (e.g. publisher ID or offer ID) |
| Click flagged as fraudulent by Adscore |
| Click flagged as fraudulent by Anura |
| Click flagged as fraudulent by Cleartrust |
| Click flagged as fraudulent by 24metrics |
| Click flagged as fraudulent by Verisoul |
| Click doesn't match advanced targeting on the offer (e.g. city, OS version) |
| Click doesn't match the offer's general targeting: country and/or platform |
| Publisher is blocked at the advertiser level |
| Publisher sub ID is blacklisted on the offer |
| Publisher is not approved or is blocked on the offer |
| IDFA / GAID doesn't match the offer's retargeting settings |
| Click doesn't comply with Traffic Control rules |
| Click doesn't match Traffic Targeting configuration |
| Duplicate click from the same user (IP+UA) within the recency window |
| Repeated click from the same IP within the defined time window |
| Offer or publisher budget cap has been reached |
| Click cap has been reached |
| Offer status is not Active |
| Publisher status is not Active |
Failed Impression Rules
Rule | What it means |
| Impression from a VPN, proxy, or anonymisation service |
| Required parameters missing |
| Impression doesn't match advanced targeting on the offer |
| Impression doesn't match offer country or platform targeting |
| Publisher is blocked at the advertiser level |
| Publisher sub ID is blacklisted |
| Publisher is not approved on the offer |
| Impression doesn't comply with Traffic Control rules |
| Repeated impression from the same user within the TTL window |
| Repeated impression from the same IP within the TTL window |
| Conversion budget cap has been reached |
| Click cap has been reached |
| Impression cap has been reached |
| Offer is Pending, Paused, or Archived |
| Publisher is Pending or Blocked |
Failed Status Rules
Rule | What it means |
| A default status rule is configured for this advertiser, offer, or publisher |
| Duplicate event detected via the |
| Multiple postbacks received with the same click ID - status set to Rejected |
| Advertiser sent the conversion with status=rejected |
| Appsflyer retargeting flag is false - status set to Rejected |
| Postback IP is not a legitimate MMP IP - status set to Rejected |
| Invalid in-app purchase detected (Swaarm MMP only) |
| Postback received after budget reached - status set to Pending |
| VTA conversion received but VTA is not enabled on the offer - status set to Pending |
| Offer is no longer active - status set to Pending |
| Publisher is not approved on the offer - status set to Pending |
| Conversion event doesn't match any event configured on the offer |
Failed Decision Rules
Rule | What it means |
| Time between click and install is outside the CTIT window |
| Time between click and in-app event is outside the configured range |
| Time between click and default event is outside the threshold |
| Time between two in-app events is outside the configured range |
| User previously failed a decision rule - all subsequent postbacks blocked |
| Publisher or offer budget has been reached |
| Publisher is not approved on the offer |
| Publisher is blocked at the advertiser level |
| Sub ID is blacklisted on the offer or advertiser |
| Conversion doesn't comply with Traffic Control rules |
| Conversion flagged as fraudulent by 24metrics |
| Offer is Paused, Pending, or Archived |
| Conversion event is configured as Private on the offer |
| Conversion status is Rejected |