Reports

Your client sees the Performance view in their portal, AI reports you’ve approved, and custom reports you’ve shared. Creative Score, Sales, BI dashboards and Pacing are for your team only.

• The strip above each view says which it is: “This is the report {client} sees in their portal.” or “Agency only.”
• The client’s reporting goal decides which metrics their Performance view shows.
• A portal page shows only while it’s switched on for that client in Settings › Client Navigation: Documents for AI reports, Reports for custom reports.

Each client has a reporting goal. It sets the headline tiles, the strip of smaller metrics and the campaign table columns in their Performance report, for your team and in their portal. A client with no goal set shows Ecommerce.

• Every goal’s strip also shows Impressions, Clicks, CTR, CPC, Video views, VCR (100%) and CPV.
• Lead gen counts every conversion as a lead. Ecommerce + lead gen counts only the leads your connection maps as leads, separately from purchases.
• Ecommerce + start trials reads start trials, which are a subset of purchases, so the two are never added together.
• An Owner or Admin changes the goal on the client’s Reporting tab. The client sees the new metrics the next time they load their portal.

Every rate is worked out from totals, such as total spend ÷ total clicks, never by averaging daily or per-campaign rates.

• On the Lead gen goal, Leads are conversions, Cost per lead is spend ÷ conversions, and Lead rate is conversions ÷ clicks.
• Performance Max’s auto-generated video is left out of video views, completions and video spend. Its spend, clicks, conversions and revenue still count.
• A cell shows “—” instead of 0 when nothing was measured, such as no video, or no mapped leads or start trials. Hover it for the reason.
• Change figures are (this period − comparison) ÷ comparison. A comparison of 0 shows “n/a”, moves under 0.2% stay grey, and cost metrics turn red when they rise.
• A Total row recalculates its rates from the summed totals, so its CTR won’t equal the average of the rows above it.

Every Performance range ends yesterday, by UTC date, and never includes today. The report opens on the last 30 days, compared with the 30 days before.

• A Custom range longer than 365 days keeps its most recent 365 days.
• Switch Compare off to hide the change figures. With it on, the tiles say what they’re compared with, such as “vs the prior 30 days”.
• YTD is offered on the Sales tab only.

Orbit and the ad platform can count the same campaign differently: Orbit’s ranges end yesterday, data arrives once a day, rates are blended from totals, and only accounts assigned to the client count.

• Today is never included. Every range ends yesterday, and yesterday is a UTC date. Compare against the same dates in the platform, without today.
• Data syncs once a day, and each sync refreshes the last 7 days, so recent days can still change when the platform adjusts them.
• The Last synced chip shows the client’s newest sync. It turns amber when that sync is more than 36 hours old.
• Rates such as CTR and CPA are calculated from summed totals, not averaged, so they can differ from an average you work out yourself.
• Purchases, leads and conversions are the ones your connection maps for Orbit, not whichever conversion columns you’ve chosen in the platform’s own reports.
• Performance Max’s auto-generated video is left out of video views, completions and video spend.
• Only ad accounts assigned to the client in Account Mapping count. An unassigned account’s data appears in no report.
• The Platform and Channel filters narrow every total, so clear them before comparing.

The campaign table holds the top 200 campaigns by spend, a custom range covers up to 365 days, and the PDF prints the top 18 campaigns on US Letter paper.

• The campaign table lists the top 200 campaigns by spend, 8 at a time until you press Show all. Totals, channels and platforms always cover every campaign.
• A Custom range covers up to 365 days. A comparison window can go back up to 730 days.
• Very large ranges can take too long to load. Try a shorter range, or narrow it with filters.
• CSV and Excel hold the campaign table only, as raw numbers. Rates are decimals, so a CTR of 1.23% exports as 0.0123.
• The PDF prints the top 18 campaigns by spend, on US Letter paper. It carries your range, filters and comparison, but not your sort, search or Show all.
• The PDF isn’t offered while the report is empty, has timed out or failed to load.
• Sales and Creative Score have no PDF. Creative Score has no comparison.

Creative Score rates each creative from 0 to 100 against comparable creatives live in the same range, where 50 is the middle of its peers. It’s for your team only.

• CTR, CVR, ROAS, CPM and VCR make up 85% of a score, weighted for the creative’s channel. Impression share is 5% and Momentum is 10%.
• A peer group needs at least 5 creatives to score.
• Momentum needs at least 14 active days and 1,000 impressions in each half of the range. On shorter ranges it’s left out of every score.
• Creatives with no ad name aren’t scored. Most Google search ads have no name to compare on.
• Each score has a confidence: Very High, High, Medium or Low.
• Peers are whoever was live in the range you pick, so changing the range can change a score.

A custom report is one table of dimensions and metrics that Orbit runs live against one of your connections each time it’s opened. Agency Owners and Admins build them.

• It queries the connection directly when it runs, not Orbit’s daily synced data, so its numbers won’t always match Performance.
• There are no charts or widgets. The result is a single table you can download as CSV or Excel.
• Each run returns up to 500 rows. Run Preview shows the first 25, and View Generated SQL shows the query.
• Date presets such as Last 30 Days include today, and are worked out again every time the report runs.
• The date range controls unlock once you choose a Date Column.
• For Facebook, only the AdInsights, Campaigns, AdSets and Ads tables are available.
• It isn’t in the sidebar. Open it with View Reports in your Dashboard’s Quick Links. Managers and Specialists can’t open it.

When a client opens a shared report, Orbit filters its rows by the Client Filter Column. With No filtering, they see every row the query returns, including other clients’ rows if the table holds them.

• Build a client’s report on a connection, account or table that holds only that client’s data.
• If the table mixes clients, set Client Filter Column. Orbit keeps only rows where that column holds the client’s ID in Orbit, so it works only on tables that store Orbit’s client IDs.
• Check the Client Filter Column before you tick a client to share a report with.
• Press Run Preview and check every row belongs to that client before you share.
• Share each report only with the clients whose data it holds.

AI Reports builds three kinds of report from a client’s Performance numbers, compared with the period immediately before. The monthly deck always uses a report template; the others use a brand template or Orbit’s own layout.

• Each report compares your window with the same number of days immediately before it. October 1–31 is compared with August 31–September 30, not September. The builder shows it next to Compared with.
• Figures always come from the client’s Performance data. Context for this report shapes the wording only.
• The deck uses the report template’s slides, colours and fonts. Brand templates uploaded on the Branding tab aren’t used for it.
• With No template, Orbit lays the report out from your brand kit.
• A template marked Needs setup can’t be used until it’s finished in Settings › Branding.
• Report templates are set up by Owners and Admins in Settings › Branding › Report templates, or for one client on that client’s Brand tab.
• With no report template, Owners and Admins can press Use Orbit’s layout or Upload your own deck in the builder. Managers and Specialists don’t see the monthly deck until one exists.

Each report in Recent reports shows where it is, from Queued to Sent to client, and what Orbit’s automated reviewer found in it.

• Filter the list with All clients, All types, and All, Needs review, Sent or Mine.
• The list shows the 20 most recent reports.

Anyone at your agency can build an AI report for the clients they can see. Only Owners, Admins and Managers can approve and send one; Specialists ask for approval instead.

• There’s no delete for AI reports. Discard hides a report from the list; it stays in the run history.
• Asking for approval notifies every Owner, Admin and Manager who can see that client, except the person asking.
• Everyone sees only the clients in their Client Access.
• AI Reports is only on for agencies where Orbit has switched it on.

Approving puts the report in the client’s portal under Documents. You can also email their contacts a link to it. Nothing reaches the client before approval, and a sent report can’t be unsent.

• Portal: the file appears under Documents in their portal, and in Recent documents on their Dashboard. Keep Documents switched on for that client in Client Navigation, or they can’t open it.
• Email, if you tick it: one email per contact you pick, with the report’s title and period, your note, and an Open the report button. There’s no attachment.
• The email links to the copy in their portal, so you can’t send it by email alone, and they need a portal login to open it.
• Only the client’s contacts with an email address can be picked. Add or invite them on the client’s Contacts tab.
• The default subject is the report type, client and period. The default note reads “Your {Month} report is ready. Happy to walk through it on our next call.” Edit both before sending.
• If some emails fail, the portal copy is still delivered and Orbit lists each address that failed.
• Whoever built the report is notified when it’s sent.

A connection can be healthy and still send nothing to a client’s dashboard. Usually an account isn’t chosen, has no client, or comes from a platform that doesn’t sync to reports yet.

• Needs accounts: the connection has no accounts chosen, so Orbit skips it. Press Finish setup → and choose them.
• Needs clients: it syncs, but some accounts have no client, so their data reaches no dashboard, report or Data chat answer. Assign them in Account Mapping.
• The platform doesn’t sync to reports yet. Only platforms marked Syncs to reports do.
• The account was assigned recently, so only recent days have filled in. Earlier days follow as Orbit re-syncs them.
• A teammate can’t see the client at all. Check their Client Access in Team.

Orbit syncs every connection once a day on its own. There’s no Sync now button: the only way to sync sooner is Retry on a connection that failed.

• Each daily sync refreshes the last 7 days, so changes the platform makes to recent days come through.
• On Sundays, the sync refreshes the last 90 days instead. History older than that isn’t refreshed on its own; email support@orbit.group if you need it.
• A connection’s first sync starts as soon as its accounts are saved with a client.
• In the + Add Connection catalog, six platforms send data to reports: Facebook Ads, Google Ads, LinkedIn Ads, Google Analytics, Shopify and Amazon Marketplace. They’re marked Syncs to reports.
• Other catalog platforms, such as Microsoft Advertising, Snapchat Ads, X (Twitter) Ads and Google Ads Manager, can be connected but send no data to reports yet.
• Retry shows on the Dashboard’s Data sync card next to a connection that failed. Anyone at your agency can press it.

Client Access sets which clients a teammate can see, along with those clients’ plans, reports, pacing and data. You set it per person once they’ve accepted their invite.

• Until you choose, a new teammate sees all clients. Set their access as soon as they show as ACTIVE.
• Changing someone to Specialist switches them to Assigned clients only and opens the panel so you can tick their clients. Changing them to another role gives them all clients again.
• Someone with no clients, such as Assigned clients only with none ticked, sees no client data, pacing or insights.

Each ad account belongs to one client. That decides whose dashboards, reports, pacing and Data chat answers its data appears in.

• Until an account has a client, its data syncs but appears nowhere: not in dashboards, reports or Data chat.
• An account can belong to one client only.
• Assigning an account starts a sync straight away. Earlier days catch up as Orbit re-syncs them, up to 90 days back.
• When you choose accounts on a connection, Suggested means Orbit pre-filled a client because its name appears in the account’s name. Nothing is saved until you save.
• Find Accounts adds accounts already chosen on a connection that are missing from this list. It doesn’t fetch new accounts from the platform: to add those, open the connection from Integrations.
• Re-check account names from Google/Meta refreshes names for every connection whose accounts you pick from a list, not only Google and Meta. Google Analytics, Shopify and Amazon Marketplace aren’t included.