# Behavior Report

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The *Behavior* report shows aggregate customer-level data by *Insights Level*, such as partners, ad, or deal. Use this report to analyze customer conversion behavior. It helps you identify which touchpoints drive the fastest and more successful conversions. Learn more about [Optimize Essentials & Pro](/brand/what-would-you-like-to-learn-about/platform-features/cross-channel-performance-insights/compare-optimize-essentials-and-pro-tiers.md).

#### Run the behavior report

{% hint style="warning" %}
This feature is only available with the Optimize add-on. [Click here](https://app.impact.com/secure/advertiser/fr/upgrade.ihtml?u=/secure/advertiser/optimize/landing-page.html) to get the add-on!
{% endhint %}

1. From the left navigation bar, select ![](/files/3qZUeu6yOc1AE8v9DZdc) **\[Optimize]**.
2. In the left navigation menu, select **Audience →** [**Behavior**](https://app.impact.com/secure/advertiser/optimize/radius/Adv_Attribution_Report/r2120/report/viewReport.report?handle=insights_behavior_pm_only_2).
3. Below *Behavior*, you can filter for the data you want to view. Select **Apply** once you have the filters in place.
   * View the *Filter reference* table below for more information.
   * You can use the icons at the top-right of the page to ![](/files/f5aB8af2pBXEG8l17bH3) **\[**[**Schedule**](/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/report-management/schedule-reports.md)**]**,![](/files/VOFFXKeXnxheurGOI7mp)**\[**[**Download**](/brand/what-would-you-like-to-learn-about/platform-features/multi-program-reports/report-management/download-a-report.md)**]** (in PDF, Excel, or CSV format), or ![](/files/yQ3oxbymhhIwru4IrRiI) **\[**[**Export**](https://integrations.impact.com/impact-brand/reference/export-reports)**]** the report (via API).

<details>

<summary>Filter reference</summary>

| Filter               | Description                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         |
| -------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Date Range**       | <p>Filter data by when it was created. You can also compare two periods of time against each other.</p><p>You can pull a maximum of <strong>366 days</strong> of data. However, you can still perform Year-over-Year reporting by selecting <strong>compare to {Previous year}</strong>.</p><p>If you want to pull more than 366 days of data, you will need to run the report multiple times with different date ranges.</p>                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       |
| **Event Type**       | Select the event types for which you want to view data, or select **All** to view data for all your event types.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    |
| **Insights Level**   | <p>This sets the level that you want to track behavior data on:</p><p>• <strong>Ad</strong> - Select this option to compare behavior data across all of your ads tracked by impact.com.</p><p>• <strong>Channel</strong> - Select this option to compare behavior data across all of your channels tracked by impact.com.</p><p>• <strong>Customer Status</strong> - If you're tracking customer status (e.g., <code>New</code>, <code>Existing</code>, etc.), you can view behavior data across different statuses.</p><p>• <strong>Deal</strong> - Select this option to compare behavior data across all of your deals tracked by impact.com.</p><p>• <strong>Partner</strong> - Select this option to compare behavior data across all of your partners on impact.com. This is the default option for this report.</p><p>• <strong>Partner Groups</strong> - If you're using partner groups, select this option to compare behavior data across all of your partner groups.</p> |
| **Interaction Type** | <p>This sets the type of interactions you want to see behavior data for:</p><p>• <strong>Closer</strong> - Select this option to see behavior data on the insights level that closed an action (i.e., last click).</p><p>• <strong>Influencer</strong> - Select this option to see behavior data on the selected insight level when an influencer was part of the action lifecycle.</p><p>• <strong>Introducer</strong> - Select this option to see behavior data on the selected insight level that introduced the ad to the user (i.e., first click).</p><p>• <strong>Participant</strong> - Select this option to see behavior data on the selected insight level when it was a participant in the action lifecycle (i.e., it didn't introduce or close).</p><p>• <strong>Solo</strong> - Select this option to see behavior data on the selected insight level when it was the only driver in the full action lifecycle.</p>                                                    |
| **Participated**     | Use the ![](/files/jA6jLZ1RleK5VI2zmvap) **\[Drop-down menu]** to select specific partners to see if they participated in the action lifecycle based on the insights level & interaction type you've selected.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      |
| **Show**             | <p><strong>Show:</strong> The data point will get added to the table report under the graph after you select <strong>Apply</strong>.</p><p>• <strong>Single-Step</strong> - The number of single-step conversion paths per day for a partner.</p>                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   |

</details>

<div data-with-frame="true"><figure><img src="/files/VYCyAw6K7r9nl5zDhKU7" alt="" width="563"><figcaption></figcaption></figure></div>

#### Access the report data

You can view the report data as a trend graph or table and compare certain metrics.

{% tabs %}
{% tab title="Trend graph" %}
The trend graph enables you to filter your report according to the core group of metrics that drives the highest value. This view provides the selected metric’s daily trends over a specific date range.

1. Select the ![](/files/jA6jLZ1RleK5VI2zmvap) **\[Drop-down menu]** in the upper-right corner, then choose a specific metric.
2. Alternate between the line, bar, and treemap views by selecting the view icon.

<div data-with-frame="true"><figure><img src="/files/HUptgcIOTgsNQ0oCRChd" alt="" width="563"><figcaption></figcaption></figure></div>
{% endtab %}

{% tab title="Data table" %}
Below the trend graph is the data table. The data table provides different data points displayed in a column view. This view provides a detailed set of comparable numbers over the selected date range.

* Refer to the *Report data column reference* below for more information on the columns found in the data table.
* Add or remove columns from the report table using the ![](/files/2UBIaZ4rC68uB64ftE82) **\[Columns]** icon at the top-right of the report.

<div data-with-frame="true"><figure><img src="/files/aZCY1VDkrHXrFXWMDxtf" alt="" width="563"><figcaption></figcaption></figure></div>

<details>

<summary>Report data column reference</summary>

| Column             | Description                                                                                                                                           |
| ------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Insight Levels** | Displays the name of the insights level you selected before running the report.                                                                       |
| **Customers**      | Displays the number of customers that this insights level has driven within the selected date range.                                                  |
| **AOV**            | Displays the associated **Average Order Value** for this insights level.                                                                              |
| **Avg Path Time**  | Displays the calculated average path time in days that a customer takes until conversion.                                                             |
| **Same Day**       | Displays the calculated percentage of customers that convert within the same day (24 hours) for this insights level.                                  |
| **Avg Steps**      | Displays the calculated average amount of steps (i.e., the average number of clicks) a customer takes on the conversion path for this insights level. |
| **Avg Partners**   | Displays the average number of partners included in the conversion path for this insights level.                                                      |
| **Avg Channels**   | Displays the calculated average number of channels included in the conversion path for this insights level.                                           |

</details>
{% endtab %}

{% tab title="Comparison graph" %}
The comparison graph compares the *behaviors* of selected rows in the data table based on the metric selected in the trend graph. This graph will show a daily trend over the selected date range.

1. In the trend graph, select the specific metric from the ![](/files/jA6jLZ1RleK5VI2zmvap) **\[Drop-down menu]**.
   * Next to the metrics drop-down menu, select your preferred data visualization.
2. Select the empty checkbox next to the row in the data table for the metrics you want to compare.
   * Each selected checkbox will be displayed in a specific color that will reflect in the trend graph.
3. Select **Graph rows** to compare the selected rows.
4. Select **Clear** to clear the trend view.

<div data-with-frame="true"><figure><img src="/files/0Nq9wnqKd2sz9COnlivr" alt="" width="563"><figcaption></figcaption></figure></div>
{% endtab %}
{% endtabs %}


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