Reports let you visualize your messaging, friend, and conversion data from your own perspective by combining the metrics and dimensions you want to see. You can compare which broadcasts performed best across the board, track friend growth and decline by source, and—if you use the Shopify integration or web tracking—even see the revenue and conversions that Lumo attributes to LINE (LINE attribution). You can also track the later LTV (cumulative revenue) of friends by acquisition source. You can leave day-to-day analysis to Marketing Agent, but when you want to monitor a specific angle continuously, you can build a report yourself and keep it on hand.
Leave the Analysis to the Agent
Marketing Agent takes ownership of the "Analyze and Learn" part of GOALS on its own, reviewing broadcast results and friend activity to surface what it notices and your next moves. We recommend leaving the work of interpreting the numbers to the agent first.
For example, you can ask it things like:
- "Summarize the responses to last week's broadcasts."
- "Find out why the open rate is dropping."
- "Review LINE's contribution to this month's revenue."
You can also have the agent build the reports themselves. Tell it something like "Make a report ranking open rates by broadcast," "Make a report of friend growth by source," or "Make a report of LINE's revenue contribution," and it will create a messaging, friends, or conversions report. From there, it's efficient to keep the numbers you want to monitor continuously as your own reports.
Saved reports have an Analyze with AI button. When you press it, the agent reads the contents of that report and then suggests the context behind the numbers and your next moves. It is handy when you want to look at a report on hand and ask "How should I read this?" (it becomes available once you save the report).
What Reports Are
Reports are custom analysis screens you build by combining a dataset, metrics, and dimensions. The reports you create are visualized as charts and tables, and you can revisit them anytime from the report list.
| Component | Role |
|---|---|
| Dataset | The type of data to analyze (choose from five: Friends, Messaging, Rich menu, Conversions, or Acquisition cohort) |
| Metric | The number that represents what you want to measure (open rate, click count, etc.) |
| Dimension | The basis on which data is split (Daily, Friend Source, etc.) |
| Chart type | The display format, such as a bar chart or line chart |
| Display period | The period covered by the aggregation |
Each dataset changes which metrics and dimensions are available. Choosing the dataset closest to your goal is the starting point for building a report.
Opening the Reports Screen
You open the Reports screen from Analytics > Reports in the navigation menu. The report list shows the reports you have already created.
The list lets you check the following information:
| Column | Content |
|---|---|
| Report name | The name of the report |
| Description | A summary of the report |
| Type | The chart type you selected |
| Last updated | The date and time of the last update |
You start a new report from Create Report in the list.
Creating a Report
You create a report by choosing a template or starting from blank. When you choose a dataset, dimensions, and metrics, the results appear instantly in the preview on the right.
Starting from a Template
When you press Create Report, a template picker appears. Start from a template for common angles, or choose Start from blank to build one from scratch.
| Template | Content |
|---|---|
| Broadcast ranking | Compare open and click rates across broadcasts |
| Link click breakdown | Tally clicks by link within your messages |
| Delivery type summary | Compare delivery count, open rate, and click rate by delivery type |
| Workflow performance | Tally open and click rates by workflow, flow, and auto-send message |
| Delivery Funnel | Analyze pass-through rates from delivery reach to open, click, and conversion |
| Friend acquisition | Analyze the trend in new friends by acquisition source |
| Block analysis | Analyze the daily trend in block count and net growth |
| Rich menu analysis | Tally clicks and click rate by menu and button |
| LINE revenue contribution | Analyze monthly revenue, LINE-attributed revenue, and contribution rate (requires a Shopify integration or a web tracking tag) |
| LTV by acquisition source | Analyze cohort size, purchasers, cumulative revenue, and average LTV by acquisition source (requires a Shopify integration or a web tracking tag) |
Choosing a template opens the builder with metrics and dimensions preset. You can save it as is, or adjust the contents first.
Choosing the Dataset
Choose the type of data to analyze (the dataset). You select it from cards, and the dataset you choose determines which metrics and dimensions are available.
| Dataset | What you can analyze |
|---|---|
| Friends | Analyze friend growth and decline and acquisition sources |
| Messaging | Analyze delivery reach, opens, and clicks |
| Rich menu | Aggregate rich menu click performance by menu and button |
| Conversions | Analyze revenue and conversions and LINE's contribution (requires a Shopify integration or a web tracking tag) |
| Acquisition cohort | Analyze the later cumulative revenue (LTV) for each friend acquisition source (requires a Shopify integration or a web tracking tag) |
You can choose the Conversions and Acquisition cohort datasets when you have a LINE Official Account with a Shopify integration or with web tracking enabled. For the Messaging and Friends datasets, you can choose whether to aggregate all accounts together or narrow to a single LINE Official Account. You can change the dataset and target account from the edit screen even after creation (this resets the metrics and dimensions, so switch only after confirming).
Entering the Basic Information
Enter the name and summary of the report.
| Item | Description |
|---|---|
| Report name | Enter a name that is easy to identify in the list (required) |
| Summary | Enter the purpose of the report or a memo (optional) |
Choosing the Aggregation Conditions
Choose what to aggregate, by what basis, and over what period.
| Item | Description |
|---|---|
| Metric | Choose the number you want to measure. You can select more than one (required) |
| Dimension | Choose the basis for splitting the data. You can select more than one (required) |
| Filter | Aggregates only the data that matches your conditions (available in the Conversions and Acquisition cohort datasets) |
| Display period | Choose the period to aggregate |
| Chart type | Choose how to display the data |
Each metric has an "i" icon that shows its Metric definition when pressed, which helps when you are unsure what a number means. Note that filters are not available in the Messaging, Friends, and Rich menu datasets.
Checking the Preview and Saving
Every time you change a setting, the results are reflected in the preview and the data preview on the right. Even before saving, you can export the contents with Download CSV from the Data Preview, which is handy for checking a draft. If the row limit has been reached, use Export CSV after saving to get every row. Once the content is what you intended, press Save Report.
Analyzing with the Messaging Dataset
The Messaging dataset lets you compare which broadcasts performed best across broadcasts and track clicks down to the individual link within messages. You can view broadcasts, auto-send messages, Lumo workflows, Klaviyo Flows, and HubSpot workflows on the same yardstick. When you select a single account, you can even check the LINE-attributed revenue and attributed conversions for each broadcast.
Metrics Available in the Messaging Dataset
| Metric | Content |
|---|---|
| Delivery Count | The number of delivered messages (reach basis). This is aggregated differently from the LINE-billed message count |
| Reach | The number of unique friends the messages reached |
| Unique Opens / Unique Open Rate | The number of unique friends who opened, and the ratio against reach |
| Unique Clicks / Unique Click Rate | The number of unique friends who clicked a link, and the ratio against reach |
| Open Count / Click Count | The total counts, including repeat actions by the same friend |
| Delivery-Driven Blocks | The number of friends who blocked following a delivery |
| Link Clicks / Unique Link Clicks | The total clicks on links in messages, and the number of unique friends who clicked |
| LINE-Attributed Orders / LINE-Attributed Revenue | The number of orders and the revenue attributed to LINE. Available only when a single account is selected |
| Attributed Conversions | The number of conversions attributed to LINE (the total of Shopify orders and web tracking events). Available only when a single account is selected |
Delivery Count is counted on a reach basis, so it is aggregated differently from the LINE-billed message count. Also, because these numbers are aggregated on a reach basis, they use a different basis from the delivery detail screen (recipient basis) and may appear slightly off.
LINE-Attributed Orders, LINE-Attributed Revenue, and Attributed Conversions are available only when you select one target LINE Official Account (not when All accounts is selected). These attribution metrics are aggregated by click date, so they may differ from the Conversions dataset—which uses the date the conversion occurred—even for the same broadcast.
Dimensions Available in the Messaging Dataset
| Dimension | Content |
|---|---|
| Daily / Weekly / Monthly | Aggregates by day, week, or month |
| LINE Account | Aggregates by LINE Official Account |
| Delivery Type | Aggregates by delivery type, such as broadcast, auto-send message, workflow, Klaviyo Flow, or HubSpot workflows |
| Workflows | A unified dimension that aggregates each individual workflow across Lumo workflows, Klaviyo Flows, auto-send messages, and HubSpot workflows |
| Broadcast | Aggregates by each individual broadcast |
| Flow / Campaign | Aggregates by each Klaviyo Flow or campaign |
| Lumo workflows | Aggregates by each individual Lumo workflow |
| Link | Aggregates by each link in messages |
The Workflows dimension is for when you want to compare Lumo workflows, Klaviyo Flows, auto-send messages, and HubSpot workflows together on a single yardstick. When you want to look at just one type, choose an individual dimension such as Lumo workflows or Flow / Campaign. When you lead with a dimension that splits by individual entities—Broadcast, Workflows, Lumo workflows, Flow / Campaign, or Link—the report displays as an easy-to-read ranking table. Filters are not available in the Messaging dataset.
Viewing Clicks by Link
Choosing the Link dimension lets you line up and compare click counts for each link in your messages. Links are grouped by domain and path, so the same destination is not split by minor URL differences such as parameters. You can check individual URLs in the detail view that opens when you click a chart or number.
Analyzing with the Friends Dataset
The Friends dataset aggregates friend growth and decline by acquisition source and account. You can dig into net-growth trends and block patterns by source.
Metrics Available in the Friends Dataset
| Metric | Content |
|---|---|
| New Friends | The number of new friend additions within the period |
| Block Count | The number of friends who blocked |
| Net Growth | New friends minus blocks (the net change) |
| Block Rate | In-period blocks divided by the friend count at period end (as tracked by Lumo) |
| QR Scan Count / Unique QR Scanners | The number of times tracking QR codes were scanned, and the number of people who scanned them |
Dimensions Available in the Friends Dataset
| Dimension | Content |
|---|---|
| Daily / Weekly / Monthly | Aggregates by day, week, or month |
| LINE Account | Aggregates by LINE Official Account |
| Friend Source | Aggregates by the source a friend was added from |
| Tracking QR Code | Aggregates by each tracking QR code you issued |
Friend Source breaks down into categories such as LINE standard (QR, search, etc.), Message-initiated, Tracking QR code, Shopify link, HubSpot link, and Import/Migration. Filters are not available in the Friends dataset. You also cannot view the breakdown of Net Growth (who was added and who left) in the details.
Aggregating by QR Code
Choosing Tracking QR Code as the dimension in the Friends dataset lets you line up and compare the numbers for each QR code you issued. You can see which locations and campaigns have QR codes that are scanned most and lead to friend additions.
You can measure QR code scans with the following metrics:
| Metric | Content |
|---|---|
| QR Scan Count | The total number of times the QR code was scanned |
| Unique QR Scanners | The actual number of people who scanned the QR code |
For how to issue QR codes, please also see the QR code article.
Analyzing with the Conversions Dataset
The Conversions dataset aggregates revenue and outcomes (conversions) and visualizes the portion that Lumo attributes to LINE (LINE attribution). Rather than a plain tally of outcomes, its strength is that it lets you track how much LINE contributed to your revenue and outcomes.
Two kinds of conversions are aggregated. You can use the Shopify integration and web tracking either on their own or together.
- Shopify orders: On a LINE Official Account with a Shopify integration, Shopify orders are aggregated as revenue and order count
- Web conversions: Outcomes recorded by running
lumo.conversion()on a site with web tracking enabled are aggregated. Beyond purchases, you can include outcomes with no monetary value, such as reservations and sign-ups
You can choose the Conversions dataset when you have a LINE Official Account with a Shopify integration or with web tracking enabled. Because conversions are aggregated per LINE Official Account, you select one target account when you create the report. The steps for setting up web conversion tracking are covered in the "Setting Up Web Conversion Tracking" article.
Metrics Available in the Conversions Dataset
| Metric | Content |
|---|---|
| Conversions | The total number of conversions that occurred within the period (Shopify orders and web conversions on your site) |
| LINE Conversion Contribution Rate | The share of conversions attributed to LINE (Attributed Conversions ÷ total conversions) |
| Attributed Conversions | The number of conversions attributed to a LINE click (the total of Shopify orders and web tracking events, last-click) |
| Orders | The number of Shopify orders within the period |
| Revenue | The revenue amount within the period (shown in the store's currency) |
| Purchasers | The number of customers who purchased within the period |
| Average order value | The revenue divided by the number of orders, per order |
| LINE-Attributed Orders | The number of orders attributed to LINE |
| LINE-Attributed Revenue | The revenue amount attributed to LINE |
| LINE Revenue Contribution Rate | The share of LINE-attributed revenue in total revenue |
Conversions and Attributed Conversions are the combined count of Shopify orders and web tracking outcomes. When you want to look only at outcomes that carry a monetary value, use Shopify-order-based metrics such as Revenue, Orders, and LINE-Attributed Revenue.
Dimensions Available in the Conversions Dataset
| Dimension | Content |
|---|---|
| Daily / Weekly / Monthly | Aggregates by day, week, or month based on the date the conversion occurred |
| Conversion Name | Aggregates by the type of outcome (such as purchase, reservation, or sign-up—the name in lumo.conversion()) |
| New vs repeat | Splits by whether it was a first purchase or a repeat at the time of purchase |
| Attribution Source | Aggregates by the type of delivery attributed to LINE (Broadcast, Auto-send message, Workflow, Klaviyo Flow, HubSpot workflows, etc.) |
| Attributed Campaign | Aggregates by the name of the broadcast or campaign that drove the outcome |
| Shopify Tags | Aggregates by tags on the Shopify side |
Using Conversion Name lets you line up counts by outcome type, such as purchase, reservation, and sign-up. Using Attributed Campaign lets you line up how much each broadcast or campaign contributed, by name. To see revenue contribution per broadcast, this dimension or the LINE revenue contribution template is handy. Conversions not attributed to LINE are grouped under labels such as Organic (unattributed) in the Attribution Source and Attributed Campaign dimensions.
Analyzing with the Acquisition Cohort Dataset
The Acquisition cohort dataset groups friends by acquisition source (into cohorts) and compares how much revenue and outcomes they went on to generate (LTV). It helps you determine which acquisition source produces the friends with the highest long-term value.
You use the Acquisition cohort dataset by selecting one target account, available when you have a LINE Official Account with a Shopify integration or with web tracking enabled.
Metrics Available in the Acquisition Cohort Dataset
| Metric | Content |
|---|---|
| Cohort size | The number of friends acquired. Includes friends who have blocked |
| Purchasers | The number of friends in the cohort who purchased |
| Cumulative revenue | The total revenue generated after acquisition (only orders on or after the acquisition date are counted) |
| Average LTV | The average revenue per person in the cohort (Cumulative revenue ÷ Cohort size) |
| Paying rate | The share of friends in the cohort who purchased (Purchasers ÷ Cohort size) |
| Conversions | The number of conversions after acquisition. Includes outcomes with no monetary value |
Dimensions Available in the Acquisition Cohort Dataset
| Dimension | Content |
|---|---|
| Friend Source | Aggregates by the source a friend was added from |
| Tracking QR Code | Aggregates by each tracking QR code you issued |
| Acquisition day / Acquisition week / Acquisition month | Groups by the day, week, or month a friend was acquired |
Narrowing the LTV Window
The LTV window filter lets you specify how many days after acquisition to include revenue in LTV. You can choose All time, 30 days, 60 days, or 90 days. Use it when you want to compare sources on the same yardstick, such as 30 or 60 days after acquisition.
The Acquisition cohort dataset has the following limitations:
- It targets a single account: You select one target LINE Official Account when you create the report. Aggregating all accounts together is not possible
- Detail drill-down is not supported: You cannot drill down from the cohort numbers into an individual friend list
How LINE-Attributed Revenue and Attributed Conversions Are Determined
LINE-attributed revenue, LINE Revenue Contribution Rate, and Attributed Conversions are Lumo's own aggregation: an outcome is treated as coming via LINE when a LINE link was clicked within the 5 days before the outcome. The judgment is an estimate within what can be measured and does not represent every actual purchase motivation.
Here is how the attribution works:
- Attribution starts from a click: Looking back up to 5 days before the date the outcome occurred, an outcome with a LINE link click is treated as coming via LINE
- Attributed to the last click: When there are multiple clicks within the window, the outcome is assigned to the last click closest to it (last-click)
- Only linked outcomes are eligible: With the Shopify integration, orders where a LINE friend and a Shopify customer are linked are eligible; with web tracking, outcomes linked by the same browser or email address are eligible. Outcomes that are not linked are not included in attribution, so the contribution rate can come out on the conservative side
Because this judgment uses Lumo's own definition, it differs in approach from attribution in tools such as Klaviyo and GA4, and the numbers will not match. Why the numbers don't match GA4 or the Shopify admin is explained in detail in the "Why Report Numbers Don't Match GA4 or the Shopify Admin" article. When you use the numbers externally, please also indicate which report and which definition the figures come from.
Comparing Periods
Reports can compare the numbers for the period you chose against the Previous period or the Previous year. You can check month-over-month or year-over-year change right in the report.
When you choose a comparison baseline under Comparison, the comparison overlays on the chart as a dashed line, and stat cards and tables show the rate of change.
| Comparison | Content |
|---|---|
| None | No comparison |
| Previous period | Compares against the period of the same length immediately before your selection |
| Previous year | Compares against the same time one year earlier |
Comparison is available when the first dimension is a date (Daily/Weekly/Monthly) and the chart is a bar, horizontal bar, line, area, combo, table, or stat card. It is not available for pie and donut charts. For rate metrics such as open rate and click rate, the change is shown as a point difference.
Chart Types
The chart type determines how the data is displayed. The options are grouped by purpose — comparison, trend, composition, and more — and each shows a description with a sample image, so you can pick the right format with confidence. A Recommended badge appears on the type that best fits your dataset and dimensions.
| Group | Type | Best used for |
|---|---|---|
| Comparison | Bar Chart | Comparing the size of different categories |
| Comparison | Horizontal Bar Chart | Comparing categories with long names, such as friend sources or campaigns |
| Trend | Line Chart | Viewing trends over time |
| Trend | Area Chart | Viewing trends with a sense of volume |
| Trend | Combo Chart | Overlaying counts and rates as bars and lines, such as deliveries and open rate |
| Composition | Donut Chart | Viewing composition ratios within the whole (with the total in the center) |
| Composition | Pie Chart | Viewing composition ratios as a simple circle |
| Other | Funnel | Viewing pass-through rates at each stage, such as reach → open → click → conversion |
| Other | Stat Card | Highlighting a key number as a single figure |
| Other | Table | Listing numbers in a table format |
For the Messaging, Friends, Conversions, and Acquisition cohort datasets, an easy-to-read chart is chosen automatically to match your dimensions. You can also switch it manually. The Funnel is available when you select stage-by-stage metrics in the Messaging dataset, such as reach, open, click, and conversion. In a Combo Chart, count metrics are drawn as bars and rate or amount metrics as lines automatically.
You can also choose the chart's color scheme from five themes: Mix, Blue, Red, Amber, and Navy. This helps tell reports apart when you place several of them on the dashboard.
Display Period
The display period is the target range that the report aggregates. You can choose it to match your use, from recent activity to year-long trends.
| Period | Aggregation range |
|---|---|
| Last 7 Days | The most recent 7 days |
| Last 30 Days | The most recent 30 days |
| Last 90 Days | The most recent 90 days |
| Last 365 Days | The most recent year |
| Custom range | Any period with a start and end date you specify |
When you choose Custom range, you can enter a start and end date to aggregate over any period.
Reviewing a Saved Report
Opening a saved report shows the aggregated results as charts and tables. The buttons at the top of the screen let you do the following:
| Action | Content |
|---|---|
| Refresh | Re-runs the aggregation with the latest data |
| Export CSV | Exports the aggregated results as a CSV file |
| Duplicate | Duplicates a report with the same settings as a base for a different angle |
| Edit | Changes settings such as the metrics, dimensions, and period |
When there is a lot of data, there is a limit on the number of rows that can be displayed. When the limit is reached, a notice appears saying that only part of the data is shown. When you want to check every row, use Export CSV.
Checking the Breakdown in Detail
Clicking a chart or number in a report lets you view the individual records behind that aggregation (friends, orders, and so on) as a list in Report Details. You can drill down into whose activity and which actions the aggregated numbers came from.
You can also open the details from a report widget added to the dashboard. Because the details can be exported as a CSV file, you can use them as a customer list or order list. Note that some aggregations do not support details, such as Net Growth in the Friends dataset, Assigned users in the Rich menu dataset, and the Acquisition cohort dataset.
Adding a Report to the Dashboard
You can add a saved report as a dashboard widget. You can view your frequently checked aggregations on the dashboard without reopening them each time.
From the dashboard's add-widget option, choose Report and specify the target report.
About Legacy-Format Reports
The previous Standard dataset has been removed from the choices for new reports, but reports you already created continue to work. You will not lose access to your existing reports.
- Reports created with the Standard dataset can still be viewed and edited
- Opening one shows a This is a legacy-format report notice, and Duplicate in new format lets you rebuild it with a new dataset such as Messaging or Conversions
- When you duplicate, items that cannot carry over to the new format—such as friend-related metrics—are dropped automatically, and a confirmation message appears
- Some dimensions that were only available in the legacy format (such as tracking links) remain usable in your existing reports
Editing and Deleting a Report
You can edit or delete the reports you have created from the report list.
| Action | Content |
|---|---|
| Edit | Open the report and change settings such as the metrics, dimensions, and period |
| Delete | Delete a report you no longer need |
Deleting a report cannot be undone. A confirmation dialog appears before deletion, so check the content and then press Delete.
When Things Don't Work
When a report doesn't display the way you intended, reviewing the settings or the target period often resolves the issue.
| Situation | What to check |
|---|---|
| No data is displayed | Check that a metric and a dimension are selected, and that there is data in the target period |
| Delivery Count doesn't match the delivery detail screen | The Messaging dataset aggregates on a reach basis while the delivery detail screen uses a recipient basis, so the numbers can differ slightly |
| Comparison can't be selected | Set the first dimension to a date (Daily/Weekly/Monthly) and use a bar, horizontal bar, line, area, combo, table, or stat card chart. Comparison is not available for pie and donut charts |
| Can't see the Net Growth breakdown | Net Growth for friends does not support details. Check New Friends and Block Count separately |
| The Conversions or Acquisition cohort dataset can't be selected | Check that you have a LINE Official Account with the Shopify integration enabled, or a LINE Official Account with web tracking enabled |
| LINE-attributed numbers are small | Check whether linking is progressing—ID linking between LINE friends and Shopify customers for the Shopify integration, or linking by the same browser or email address for web tracking. Only linked outcomes are eligible for attribution |
| The numbers don't match GA4 or the Shopify admin | Each tool measures different things and uses different attribution and aggregation periods, so the numbers do not match to begin with. Check the "Why Report Numbers Don't Match GA4 or the Shopify Admin" article |
| The numbers aren't what you expected | Review the combination of metric and dimension, and the display period |
When you're unsure how to read the numbers, ask Marketing Agent "How should I read the results of this report?" and it will organize the key points and your next moves into a proposal.