Advocate Program Reports Explained
Advocate offers various downloadable reports for your program and participant data. All reports have filtering options to allow you greater control over the data you download. Each report can be downloaded as a .CSV or an Excel file.
This article explains the different reports and what type of data each includes. Refer to Run an Advocate Program Report for instructions on generating a report.
User details report
The User details report contains detailed information about each participant in all your programs. Export a list of all participants to keep your records up to date with the Advocate share links and referral codes.
Report details
By default, the report will include participant information like:
Name
User and Account ID
Email address
Custom fields
Segments
Referral information (if applicable)
When generating the report, you can optionally include:
User stats, including analytics information about the participant like traffic, revenue, and more.
Referral share links and codes, if applicable. This information can be helpful as part of updating contact records in your CMS or email system to include each participant's Advocate share links and codes.
A full list of the fields can be found when downloading our sample CSV 
user details report.
Report column reference
User Information
ID
The unique identifier for the participant within the Advocate system.
Account ID
The unique identifier for the participant’s account (used across multiple programs if applicable).
The participant’s email address.
First Name
The participant’s first name.
Last Name
The participant’s last name.
Email Hash
A hashed (encrypted) version of the participant’s email, useful for privacy-compliant matching with other systems.
Referral & Share Information
Referral Code
The unique code tied to the participant, used for tracking referrals they generate.
Share Link
The unique referral link associated with the participant.
Facebook Share Link
A pre-generated link for sharing the referral on Facebook.
Twitter Share Link
A pre-generated link for sharing the referral on Twitter.
Email Share Link
A pre-generated link for sharing the referral via email.
LinkedIn Share Link
A pre-generated link for sharing the referral on LinkedIn.
Clean Share LInk
A version of the referral link without tracking parameters; more neutral for certain platforms or use cases.
Geolocation & Locale
First Seen IP
The IP address from which the participant was first recorded.
Last Seen IP
The most recent IP address seen for this participant.
Locale
The participant’s preferred language and regional settings (e.g., en-US).
Country Code
The participant’s country based on locale or IP address (e.g., ZA, US).
Timestamps
Date Created
The date and time on which the participant account was created in Advocate.
Date Us Tax Form Submitted
(If applicable) The date a U.S. tax form was submitted for compliance or reward processing.
User Stats (if included in the export)
stats.date Modified
The last date on which the participant’s stats were updated.
stats.traffic
Total number of visits driven by the participant’s referral activity.
stats.referrals
Total number of successful referrals made by the participant.
stats.conversions
Total number of conversions (e.g., purchases, signups) that resulted from those referrals.
stats.goals
Number of specific goal completions associated with the participant’s referral activity (custom-defined in the program).
stats.rewards
Total number of rewards the participant has earned.
stats.widget Loads
Number of times the referral widget or sharing interface was loaded by this participant.
stats.revenue
Total revenue generated by users who were referred by this participant.
stats.generated Revenue
Synonymous with stats.revenue; some reports may differentiate if revenue is from multiple sources.
stats.referred Revenue
Revenue attributed specifically to participants who signed up or purchased through this participant’s referral link.
Custom Data
custom Fields.example
A placeholder for any custom fields defined by your program (e.g., loyalty ID, internal notes, region tag). Each field will appear as its own column, prefixed with custom Fields.
Other
Referral Source
The original source or channel that led the participant to your program (e.g., organic, email, partner site).
User events export
The User event export report provides a record of all user events that we have received from your organization for your Advocate program. You can apply filters to narrow down a time range, event key, user ID, and more.
Report details
By default, the report includes:
Event ID
Event key
User and Account ID
Date Triggered
Date Received
Date Processed
Report column reference
Event and User Information
Event ID
A unique ID generated for each event received. Useful for tracking, debugging, or auditing event submissions.
Event Key
The type or label of the event, such as purchase, signup, or any custom-defined key your system sends.
User ID
The unique identifier of the participant in Advocate who the event is associated with.
Account ID
The account ID tied to the user, especially relevant in programs where users may belong to different account structures.
Event Timestamps
Event Date Triggered – YYYY-MM-DD
The date the event actually happened (as reported by your system). For example, the date a purchase or signup took place.
Event Date Received – YYYY-MM-DD
The date Advocate received the event from your system. May differ from the triggered date due to batching or system delays.
Event Date Processed – YYYY-MM-DD
The date the event was successfully processed and stored in Advocate. Marks when the event became usable for tracking, rewards, or reporting.
Event Data Fields (if included in your event payloads)
fields.coupon
Any coupon or discount code applied during the event, if sent in the event data. Useful for tracking incentive usage or specific promotion triggers.
fields.revenue
The amount of revenue associated with the event. Typically used in purchase events to calculate performance, rewards, or ROI.
fields.currency
The currency code (e.g., USD, ZAR, EUR) tied to the revenue amount. Important when reporting across regions or calculating exchange-adjusted rewards.
fields.lead Created Date
The original date the lead (user) was created in your system, if submitted as part of the event. Helps connect user events to original acquisition dates or CRM records.
Reward history
The Reward history report provides a detailed record of each of your rewards and the relationships with participants and referrals. This information can be useful in creating balance sheets, as well as getting the status of all your rewards at a point in time.
Report details
By default, the report will include reward fields information like:
Reward ID
Reward Type
Reward Value
A full list of the included fields can be found when downloading our sample CSV, sample Excel or sample JSONL reward details reports.
When generating the report, you can optionally include:
Participant details like name, user and account ID, email address, custom fields, segments, and referral information (if applicable).
Referral fields like referral ID, customer advocate fields, referred friend fields, and more.
Report column reference
Reward Information
ID
Unique ID of the reward instance (generated by Advocate).
Type
The reward category or type (e.g. Cash, Gift card, Coupon, Custom).
Value
The numeric value of the reward (e.g., 10, 100, etc.).
Unit
The unit associated with the value (e.g., USD, points, ZAR, %).
Name
Display name of the reward (as defined in the reward configuration).
Reward Source
Describes what triggered the reward (e.g., Referral, Goal, Manual, API).
Fuel Tank Type
The type of reward fund used (if using FuelTank integration). E.g., Prepaid, Gift card.
Fuel Tank Code
The code associated with the external fulfillment (e.g., voucher or gift card code).
Program ID
ID of the Advocate program under which the reward was issued.
Program Reward Key
Internal identifier for the specific reward config used within the program.
Global Reward Key
Cross-program identifier for rewards configured at a global level (if applicable).
Reward Timestamps
Date Created
When the reward record was created in the system.
Date Scheduled For
When the reward was scheduled to be issued (e.g., after a delay or waiting period).
Date Given
When the reward was actually issued to the participant.
Date Expires
The reward’s expiration date (if applicable).
Date Cancelled
The date on which the reward was voided or cancelled.
Date Redeemed
The date on which the participant redeemed the reward (if applicable).
Date Modified
The date on which the most recent update to the reward record was made.
Credit and Value Tracking
Assigned Credit
The amount of credit assigned to this reward (can differ from value in some models).
Redeemed Credit
The amount of credit that has been redeemed from the reward.
Available Value
The remaining unused or unredeemed portion of the reward.
Reward Status & Messaging
Statuses
Current status of the reward (e.g., Pending, Scheduled, Given, Expired, Cancelled).
meta.status
Technical or system-level status (useful for diagnostics or error handling).
meta.message
Message tied to the reward delivery (e.g., “Reward successfully delivered”).
meta.internal Message
Internal-only notes for admins (e.g., failure explanations or flags).
meta.date Modified
Last time metadata related to the reward was updated.
meta.customMeta.testMeta
A placeholder for any custom metadata fields your program sends (in this case, testMeta is a sample).
Participant (User) Information
user.id
ID of the user receiving the reward.
user.account Id
The user's associated account ID in Advocate.
user.first Name
user.last Name
user.email
Basic participant info included for reference or CRM matching.
Referral Context (if reward is referral-based)
referral.id
The ID of the referral that triggered this reward.
referral.date Referral Started
When the referral action began (e.g., click or share event).
referral.date Modified
When the referral record was last updated.
referral.referral Code Used
The code the referred user used to join or take action.
Referred User Info (Friend)
referral.referred User.id
ID of the person who was referred (the “friend”).
referral.referred User.account Id
The referrer's unique account ID.
referral.referred User.first Name
referral.referred User.last Name
referral.referred User.email
The referrer's basic contact details.
Referrer Information (Advocate)
referral.referrer User.id
ID of the person who made the referral (the “advocate”).
referral.referrer User.account Id
The referrer's unique account ID.
referral.referrer User.first Name
referral.referrer User.last Name
referral.referrer User.email
The referrer's basic contact details.
referral.date Converted
The date on which the referral officially converted (e.g., completed signup or purchase), triggering the reward.
Referral history
The Referral history report provides a record of the status of each referral connection made in your referral program. This information can be useful when checking on the success of your program and tracking the number of new customers your program has brought in.
Report details
By default, the report includes:
Referred friend details like name, user and account ID, email address, and more
Customer advocate details like name, user and account ID, email address, and more
Referral status
Moderation status
Reward IDs
A full list of the fields can be found when downloading our sample CSV referral activity report.
Report column reference
Referral Metadata
ID
Unique identifier of the referral record in Advocate.
Date Modified
The most recent date on which any part of the referral record was updated.
Date Referral Started
When the referral was first initiated (e.g., when the referred user clicked a referral link).
Date Converted
When the referral converted, typically when the referred user completed the required action (like a signup or purchase).
Date User Modified
The last time the user data involved in this referral (referrer or referred) was updated.
Program ID
The ID of the Advocate referral program this referral belongs to.
Program Name
The name of the referral program, useful if managing multiple programs.
Referred Friend (New customer) Information
Referred User Email
Referred User First Name
Referred User Last Name
Basic identity info of the referred user.
Referred User Referral Code
The referral code assigned to the referred user (in case they can also refer others later).
Referred User First Seen IP
Referred User Last Seen IP
IP addresses recorded on first and most recent activity from the referred user.
Referred User Image Url
Image or avatar URL, if captured or assigned to the referred user.
Referred User Locale
Language/region setting (e.g., en-US, fr-FR) of the referred user.
Referred User Date Created
The date the referred user account was created in Advocate.
Referred User
Internal ID of the referred user in the Advocate system.
Referred Account
Internal account ID linked to the referred user (used in multi-account programs).
Referrer (Customer Advocate) Information
Referrer User Email
Referrer User First Name
Referrer User Last Name
Basic identity info of the referring participant.
Referrer User Referral Code
The referral code belonging to the referrer, the code the referred user likely used.
Referrer User First Seen IP
Referrer User Last Seen IP
IP addresses recorded on first and most recent activity from the referrer.
Referrer User Image Url
The URL of the image or avatar of the referrer.
Referrer User Locale
Locale setting of the referrer.
Referrer User Date Created
When the referrer first joined or was recorded in the system.
Referrer User
Internal ID of the referrer in Advocate.
Referrer Account
Account ID associated with the referrer.
Moderation & Status
Moderation Status
Overall moderation status of the referral. (E.g., Approved, Rejected, Pending.)
Date Moderated
The date the moderation decision (approval/rejection) was made.
Date Referral Paid
When any associated reward was paid out for the referral.
Date Referral Ended
When the referral record was officially closed (e.g., due to expiry or completion).
Referred Moderation Status
Moderation status specific to the referred user’s part of the referral.
Referrer Moderation Status
Moderation status specific to the referrer’s part of the referral.
Reward References
Referred Reward
The reward ID or reference issued to the referred user (if applicable).
Referrer Reward
The reward ID or reference issued to the referrer (if applicable).
Reward balances by user
The Reward balances by user report provides a record of outstanding rewards, including the value and intended recipient, that were generated through your referral program. This report is often used as part of fulfilling rewards manually, or as part of a batch process to a system like Tango Card. It can also be useful for tracking how much your referral program paid out in a given time period.
Report details
By default, the report includes:
Participant details like name, user and account ID, email address, and more
Reward type
Reward unit
Reward amount
A full list of the fields can be found when downloading our sample CSV reward balances report.
Report column reference
Participant Information
User ID
The unique identifier of the participant within Advocate. Used to tie the reward balance back to the individual user.
Account ID
The internal account ID associated with the participant. Especially relevant if users belong to organizations or segmented account groups.
The participant’s email address. Often used for manual reward fulfillment or syncing with external systems.
First Name
Last Name
The participant’s first and last name. Useful for personalization or filtering during reward processing.
Referral Code
The referral code assigned to the participant. This is what they share to refer others and track reward eligibility.
Reward Information
Type
The category or method of reward (e.g., Cash, Gift card, Points, Custom). Helps determine how rewards should be fulfilled or grouped.
Unit
The unit of the reward value (e.g., USD, ZAR, Points, %). Important for calculating balances and for regional payout handling.
Amount
The total available balance of outstanding rewards for this user. This is the core figure used when preparing payouts or exports.
Total Assigned Credit
The full amount of credit that has ever been assigned to this user (regardless of redemption). Reflects overall program cost allocated to this participant.
Total Redeemed Credit
The total portion of rewards this participant has already redeemed. Useful for auditing actual costs vs. liabilities.
Total Expired Credit
Total rewards that were assigned to the user but expired before being redeemed. Helps track unclaimed rewards or lost fulfillment opportunities.
User Metadata
Image Url
Profile image or avatar URL of the participant (if collected). Mostly aesthetic or used in user-facing dashboards, if applicable.
First Seen IP
The first IP address recorded when the participant was added or became active. Useful for compliance, location tagging, or fraud analysis.
Last Seen IP
The most recent IP address associated with the participant. Helps determine if the user is still active or engaged.
Date Created
The date the participant account was created in Advocate. Useful for cohort analysis or reward behavior over time.
Referral Source
The original source or channel through which the participant was acquired (e.g., email, organic, partner). Helps assess referral program reach and effectiveness by channel.
Locale
The participant’s language and regional setting (e.g., en-US, fr-FR). Important for personalized communications or regional reward options.
Available reward balances by user
The Available reward balances by user report provides a list of unredeemed rewards. This report type is intended to be used as part of fulfilling rewards through the bulk reward redemption process.
Report details
By default, the report includes:
Participant details like name, user and account ID, email address, and more
Reward unit
Reward currency
Available amount
A full list of the fields can be found when downloading our sample CSV in the available reward balances report.
Note: This report does not include details about Percentage Discount, Fuel Tank, or Gift Card rewards. Use the Reward balances by user report for more details on these types of rewards.
Report column reference
Participant Information
First Name
The participant’s first name, used for identification or personalization during reward processing.
Last Name
The participant’s last name.
The participant’s email address, used to send rewards or match with external systems like a CRM or rewards provider.
User ID
The unique identifier assigned to the participant within Advocate.
Account ID
The internal account ID linked to the participant.
Segments
Tags or categories used to group participants (e.g., by region, lifecycle stage, customer type). Helpful for filtering or applying different fulfillment rules.
Reward Status & Timing
Date Blocked
The date the user was blocked from receiving rewards, if applicable. A blocked status might prevent redemption; this field indicates when that block was applied.
Reward Data
Unit Name
The label or display name of the reward unit (e.g., Referral Cash, Store Credit). This helps distinguish between multiple reward types a program might offer.
Currency
The currency code of the reward value (e.g., USD, ZAR, EUR). Needed when fulfilling rewards, especially across countries or payout systems.
Available Value
The amount of unredeemed reward currently available to this participant. This is the core value used when determining what to pay out.
Value To Redeem
The value currently queued for redemption (e.g., pending in a bulk fulfillment or awaiting processing). Useful to prevent double-redeeming or ensure no overlap in redemptions.
Total Redeemed Value
The total value of rewards this participant has already redeemed. Gives insight into past redemptions and can be useful for reward cap tracking
Unit
The internal or system code for the reward unit (e.g., USD, points, etc.). Might be used in API calls or internal logic during fulfillment.
U.S. W-9 tax report
This feature is only accessible to specific impact.com editions or add-ons. Contact us to upgrade your account and get access.
The US W-9 tax report shows participants' US W-9 tax status and earned or pending rewards by year.
Report details
By default, the report includes:
Participant details like name, user and account ID, email address, and more
Date the participant's W-9 form was marked as collected
US taxable value of rewards earned per tax year
Each participant's total number of rewards earned in the tax year
Report column reference
Participant Information
User ID
The unique identifier of the participant in Advocate.
Account ID
Internal account ID associated with the participant.
The participant’s email address.
First Name
The participant’s first name.
Last Name
The participant’s last name.
W-9 Tax Information
Date US Tax Form Submitted
YYYY-MM-DD
The date on which the participant’s W-9 form was marked as submitted and collected in Advocate. Important for IRS compliance and verifying tax documentation status.
Tax Year Summary
Year
The tax year in which the participant earned rewards. Used to group earnings by calendar year for 1099 processing.
US Taxable Value in Cents
Total value of U.S.-taxable rewards earned by this participant in the specified tax year, expressed in cents (e.g., 2500 = $25.00). Helps with raw calculations or integrations where precision is required.
US Taxable Value in Dollars
Same as above, but displayed in standard dollar format (e.g., 25.00). Easier for review or inclusion in official summaries.
Reward Count
Total number of individual reward instances earned by the participant in the specified tax year. Useful for audit trails or understanding reward frequency and program engagement.
Payouts and tax
This feature is only accessible to specific impact.com editions or add-ons. Contact us to upgrade your account and get access.
The Payout and tax report shows participants' tax status and earned or pending rewards by year.
If your program provides cash payouts to participants, certain fields related to the participant's tax form status will be made available.
Report details
By default, the report includes:
Participant details like name, user and account ID, email address, and more
Date the participant's tax form — like a W-8 or W-9 — was marked as submitted
US taxable value of rewards earned per tax year
Each participant's total number of rewards earned in the tax year
The tax form status, e.g., valid, on hold, or pending. Payout hold reasons are also included in the report
Report column reference
Participant Information
User ID
The unique identifier of the participant in Advocate.
Account ID
The participant’s account ID, used for grouping or organizational reporting.
The participant’s email address.
First Name
The participant’s first name.
Last Name
The participant’s last name.
W-9 Tax Information
Date US Tax Form Submitted
YYYY-MM-DD
The date on which the participant submitted their W-9 (or relevant U.S. tax) form. Important for verifying tax eligibility before issuing cash payouts.
Payout Year Summary
Year
The calendar year in which the participant earned the rewards.
Value
Total payout value in minor units (e.g., cents) earned or pending for this participant during the year. For example, 1750 = $17.50.
Value in Dollars
Same value, displayed in standard currency format for easy review (e.g., 17.50).
Count
Total number of individual payout reward instances for the participant in the specified year. Useful for understanding how often a participant earned payouts.
Payout Eligibility & Status
Payout Hold
Indicates whether the participant’s payouts are currently on hold (Yes or No). Payouts may be held due to missing tax forms or incomplete setup.
Payout Hold Reasons
Explains why the participant is on payout hold (if applicable). Example reasons: Missing tax form, Bank info not provided, Compliance review.
Payout Currency
The currency in which the participant's payouts are or will be processed (e.g., USD, EUR, ZAR). Important for global payout systems and accounting.
Started Payout Setup
Indicates whether the participant has begun setting up their payout method (e.g., via a payout provider integration). Helps track onboarding progress or follow-up needs for pending payouts.
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