Reports FAQ

This article gathers common questions about Reports and how to address them. Use it as a guide when you are unsure how to read the numbers or how to narrow down a problem.

What kind of feature is Reports?

Reports is a feature that visualizes your messaging, friend, and conversion data as charts and tables by combining a dataset, dimensions, and metrics.

You access it from "Analytics" > "Reports" in the side menu. From "Create Report", choose the dataset, display period, dimensions, metrics, and chart type to summarize the data from whatever angle you want to understand.

When you're not sure what to look at or how, ask Marketing Agent things like "Analyze the performance of my recent broadcasts" or "Tell me the trend in how my friends are growing or declining," and the agent will interpret the current situation and highlight the key points. We recommend using Reports as a supplement for when you want to dig deeper into that analysis with your own eyes.

Main components of a report

Which dataset should I choose?

The dataset is the type of data you analyze. There are six: Friends, Messaging, Rich menu, Conversions, Acquisition cohort, and Acquisition funnel. Choose based on what you want to see.

You use the Conversions, Acquisition cohort, and Acquisition funnel datasets by selecting one target LINE Official Account. You can change the dataset and target account from the edit screen even after creation (this resets the metrics and dimensions).

Can I track conversions without using Shopify?

Even without a Shopify integration, you can use web tracking (web conversion tracking) to measure outcomes on your own site and analyze them in the Conversions dataset.

When you install a measurement script on a page such as the purchase-complete page and record outcomes with lumo.conversion(), you can track how much your LINE broadcasts contributed to those outcomes. Beyond purchases, you can record outcomes with no monetary value, such as reservations and sign-ups. The setup steps are covered in the "Setting Up Web Conversion Tracking" article.

What happens to my old "Standard" reports?

The previous "Standard" dataset was removed from the choices for new reports, but reports you already created can still be viewed and edited—they won't disappear.

When you open an existing report built with the Standard dataset, a "This is a legacy-format report" notice appears. Pressing "Duplicate in new format" lets you rebuild it with a new dataset such as Messaging or Conversions. When you duplicate, items that can't 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.

Delivery count doesn't match the message delivery detail screen

The Delivery Count in the Messaging dataset and the number on the delivery detail screen use different aggregation bases, so the numbers can differ slightly.

The Delivery Count in the Messaging dataset is counted on a "reach basis"—it aggregates events where a message was treated as delivered on the LINE side. This differs from the "recipient basis" of the delivery detail screen (a count based on the list of send targets), so the two numbers don't match exactly.

Delivery Count is also counted differently from the LINE-billed message count (consumption). For the message count that affects billing, check the billing and plan screen.

Open rates and click rates are not showing

Open rates and click rates are only tallied for broadcasts where URL clicks can be measured.

Links in a message can record click and open activity because they are converted into measurement URLs. If you enable Do not convert URLs for tracking when creating a broadcast, this conversion doesn't happen, and that broadcast's click rate and similar figures are excluded from measurement.

For broadcasts where you want to check open rates and click rates, leave URL conversion enabled. For broadcasts already sent without measurement, you can't retrieve the numbers afterward. When in doubt, leave the broadcast preparation to Marketing Agent, and it will set things up including the settings needed for measurement.

The numbers in Reports differ from the broadcast results

Because Reports and broadcast results are tallied at different times, the numbers can temporarily appear out of sync.

Click and open data are reflected gradually after a customer takes action. Right after a broadcast, this reflection is still in progress, so the numbers on the broadcast results screen and in Reports may not match. The numbers fall into line as time passes. If you want to check the final tally, review the figures after allowing enough time to pass since the broadcast.

Comparison can't be selected

Period comparison is available only when the first dimension is a date and the chart is a supported type.

Comparison against the "Previous period" or "Previous year" is available when the first dimension is a date (Daily/Weekly/Monthly/Quarterly/Yearly) and the chart is a bar, horizontal bar, line, area, combo, table, or stat card chart. It is not available for pie and donut charts. If you can't select a comparison, set the first dimension to a date and change the chart type to one of these. For rate metrics such as open rate and click rate, the change is shown as a point difference.

Can I see the breakdown of friend net growth?

Net Growth for friends doesn't support a breakdown in the details (the individual friend list).

Net Growth is "New Friends minus Block Count." You can't trace who was added and who left one by one, but you can understand the drivers by aggregating New Friends and Block Count separately. Combining with the Friend Source dimension shows which source the increases and decreases are happening in.

How is LINE attribution for revenue determined?

An order with a LINE link click within the 5 days before the order is judged to have come via LINE (LINE attribution).

This attribution rests on a few assumptions:

• When there are multiple clicks within the window, the outcome is assigned to the last click closest to it (last-click)
• Attribution is possible only for orders where a LINE friend and a Shopify customer are ID-linked (with the Shopify integration), or outcomes linked by the same browser or email address (with web tracking). When linking has not progressed, the LINE Revenue Contribution Rate comes out on the conservative side
• This judgment is an estimate within what can be measured. Because the definition differs from attribution in Klaviyo and GA4, the numbers won't match

When you use the numbers externally, we recommend also indicating which report and which definition the figures come from.

The messaging attribution metrics differ from the conversions dataset's attributed revenue

The Messaging and Conversions datasets count LINE attribution by different dates, so the numbers can differ for the same broadcast.

The attribution metrics in the Messaging dataset (LINE-Attributed Orders, LINE-Attributed Revenue, and Attributed Conversions) are aggregated by click date, while the Conversions dataset aggregates by the date the outcome occurred. For example, if a customer clicks at the end of a month and orders the next month, the Messaging dataset counts it in the click month and the Conversions dataset counts it in the month the outcome occurred. Both are correct—use whichever fits the angle you want. Note that the attribution metrics in the Messaging dataset are available only when you select one target LINE Official Account.

The numbers don't match GA4 or the Shopify admin

Lumo's reports and the numbers in GA4, the Shopify admin, and ad dashboards don't match, and that is normal—they measure different things, use different attribution approaches, and aggregate over different periods.

Lumo counts how much your LINE broadcasts contributed to revenue and outcomes, using its own definition of via-LINE, last-click, and a 5-day window. GA4 covers your entire site across all channels, and the Shopify admin aggregates all orders regardless of source. Why the numbers differ is explained in detail in the "Why Report Numbers Don't Match GA4 or the Shopify Admin" article.

What metrics and dimensions can I choose?

The metrics and dimensions you can choose vary depending on the dataset you select.

Each metric has an "i" icon that shows its definition when pressed, which helps when you are unsure what a number means. The Messaging "Workflows" dimension is a unified dimension that spans Lumo workflows, Klaviyo Flows, auto-send messages, and HubSpot workflows, while Lumo workflows is a dimension that looks at only Lumo's workflows individually.

Can I view the numbers by friend source or QR code?

Choosing "Friend Source" or "Tracking QR Code" as a dimension in the Friends dataset lets you compare the numbers for each source or QR code.

With Friend Source, you can see the breakdown across Tracking QR code, Website friend-add CTA, Klaviyo form, Shopify customer account, LINE standard (QR, search, etc.), Message-initiated, and Import/Migration. With Tracking QR Code, you can line up the QR Scan Count for each QR code you issued to see which campaigns are driving friend additions.

Which broadcasts led to revenue?

Choosing "Attributed Campaign" as a dimension in the Conversions dataset lets you line up how much revenue and outcomes each broadcast or campaign drove, by name.

To see revenue contribution per broadcast, this dimension or "Revenue and LINE-attributed revenue by month" in the report library is handy. When you have a single account selected, you can also add "LINE-Attributed Orders", "LINE-Attributed Revenue", and "Attributed Conversions" as metrics in the Messaging dataset. Alongside that, viewing open-rate or click-rate rankings in the Messaging dataset makes it easier to find broadcasts that both had a strong response and led to revenue. The portion of revenue and outcomes that can be attributed to LINE is limited to ID-linked orders (with the Shopify integration) and outcomes linked by the same browser or email address (with web tracking).

I can't select the old "number of purchases" or "purchase amount"

The "number of purchases" and "purchase amount" metrics were reference values that summed a customer's cumulative purchase history rather than revenue during the period, so they can no longer be selected in new reports.

To see revenue or orders within a period accurately, use "Revenue" or "Orders" in the Conversions dataset. If a report you created in the past includes these metrics, they continue to display, but a note appears indicating that the aggregation means something different.

Can I show a report on the dashboard?

You can add a saved report as a dashboard widget.

From the dashboard's add-widget option, choose "Report" and specify the target report. You can also place a report on a dashboard at the moment you save it. Because you can keep your frequently checked aggregations always visible on the dashboard, you no longer need to reopen the Reports screen each time. The standard dashboard "LINE Performance" comes with reports covering friends, messaging, rich menus, and outcomes from the start (up to six in a workspace on the Business plan or above with at least one LINE Official Account connected; five, without the outcomes report, when there is more than one account).

What is the "Dashboards" column in the report list?

"Dashboards" shows the names of the dashboards that carry the report as a widget.

When a report is on several dashboards, the names are listed side by side. A report that isn't on any dashboard shows "—". The list filter lets you show only the reports on a particular dashboard, or only the ones that aren't on any. Reports created automatically for the standard dashboard show "LINE Performance", so you can tell them apart from the reports you built yourself.

The click rate looked higher than 100%

Open rates and click rates in the Messaging dataset are aggregated by the month (week, day) a message was sent, so they don't exceed 100%.

Previously, clicks on a message sent at the end of a month were counted in the following month, and when few messages went out that month the rate could appear above 100%. Clicks and opens are now included in the aggregation for the day the message was sent, so this no longer happens. Statistics from a tool you used before migrating count clicks differently (total taps versus people) and use a different denominator, so the figures for the same broadcast won't match. In Lumo reports, a rate is the number of friends who opened or clicked divided by the number of friends reached.

I want to edit or delete a report I created

You can open a report you already created from the list to edit it, and delete the ones you no longer need.

A deleted report cannot be restored. If you simply want to redo the settings, we recommend adjusting through editing rather than deleting.