> For the complete documentation index, see [llms.txt](https://help.impact.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.impact.com/brand/what-would-you-like-to-learn-about/seller-program/beta-seller-for-retailers/im-a-retailer/retailer-report-performance-by-seller-partner.md).

# Retailer Report: Performance by Seller Partner

The *Performance by Seller Partner* report shows how much of your program's activity was influenced by your [seller brands](#user-content-fn-1)[^1]. Each row represents the clicks, actions, and revenue a specific Seller program brought to your site. *Revenue* refers to the full value of every order the seller brought in, even for products that aren't theirs.

## Manage the report

1. From the left navigation bar, select ![](/files/CDnwOBeIdds9r3Z6zTnO) **\[Engage]** → **Reports** → **More Reports**.
2. From the *Category* filter next to the search bar, select the **Performance** filter.
3. Select [**Performance by Seller Partner**](https://app.impact.com/secure/advertiser/report/viewReport.report?handle=performance_by_seller_partner).
   * Optionally, pin the report to your left menu bar by hovering over the row, then select **Pin**.
4. Below the report title, filter for the data you want to view. Once you've set the filters you want, select **Apply**.
   * Use the icons at the top-right of the page to ![](/files/2Ghe91AcAOoF378v6fV3) **\[Schedule]**,![](/files/VOFFXKeXnxheurGOI7mp)**\[Download],** or **\[Export]** the report in PDF, Excel, or CSV format.
   * See the *Filter & table references* section below for more information.

## Understand the report

{% tabs %}
{% tab title="Trend graph" %}
The trend graph plots a single metric's daily trend over your chosen date range. Select the metric you want to track.

* Select the ![](/files/jA6jLZ1RleK5VI2zmvap) **\[Drop-down menu]** in the upper-right corner, then choose a specific metric.
* Alternate between the ![](/files/dgsEvyGuQ7jgnhQGewGg) line, ![](/files/1bjX45rTEwl027079xB9) bar, and ![](/files/NJIQSQQXxE8BLU0bDQb7) treemap views by selecting the view icon.
* To compare sellers in the trend graph, select the ![](/files/pJsLBrBDVoHbzf2iiL1a) **\[Checkbox]** next to each table row you want to compare, then select **Graph rows**. To reset the comparison, select **Clear**.

<div data-with-frame="true"><figure><img src="/files/SRRuIxq2JeO4Sq9sIyu4" 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 *Table reference* below for more information on the columns found in the data table.
* Add or remove columns from the report table using the ![](/files/eS2ctGYTRkOaaZjaZgOU) **\[Columns]** icon at the top-right of the report.
* Activity that isn't attributed to any seller is grouped on its own row labelled *Unidentified Source*.

<div data-with-frame="true"><figure><img src="/files/tCE0VrbH7jtyPFUqjRZz" alt=""><figcaption></figcaption></figure></div>
{% endtab %}
{% endtabs %}

## Filter & table references

<details>

<summary>Filter reference</summary>

<table data-header-hidden="false" data-header-sticky><thead><tr><th>Filter</th><th>Description</th></tr></thead><tbody><tr><td>Date Range</td><td>Filter data by when it was created.</td></tr><tr><td>Channel</td><td>Filter by the marketing channels that drove the traffic. The channels you see depend on your program configuration.</td></tr><tr><td>Referral Type</td><td>Filter performance data by the method used to tie the referral back to the partner or media source.</td></tr><tr><td>Currency</td><td>Set the currency in which you want to view report data. The amounts will be converted to your selected currency.</td></tr><tr><td>Show</td><td>Add extra data points to the table. See the <em>Show Filter Reference</em> below for more details.</td></tr></tbody></table>

</details>

<details>

<summary>Show filter reference</summary>

* These data points will get added to the table as columns after you select **Apply**.

<div data-with-frame="true"><figure><img src="/files/7ox555ESmUd0ZOPY0wUJ" alt="" width="563"><figcaption></figcaption></figure></div>

<table data-header-hidden="false" data-header-sticky><thead><tr><th>Data point</th><th>Description</th></tr></thead><tbody><tr><td>Payable Clicks</td><td>The number of unique clicks tracked.</td></tr><tr><td>Seller Partner Id</td><td>The unique identifier of the <a href="/pages/TopCgD4ezvPXcswuzFJn">Seller program</a> partner associated with the action.</td></tr><tr><td>Gross Actions</td><td>The total number of actions (including <em>Reversed Actions</em>).</td></tr><tr><td>Gross Action Cost</td><td>The total cost of <em>Locked</em> and <em>Open-Ended Actions</em> plus <em>Reversed Action Cost</em>.</td></tr><tr><td>Payable Clicks (CPCv2)</td><td>The number of unique clicks tracked, including clicks processed via CPCv2. Select the amount under <em>Payable Clicks (CPCv2)</em> to access the <a href="/pages/QWEuwLtqfdkotaZJ0Vqn">Payable Clicks Data report</a>.</td></tr><tr><td>CPA (Cost per Action)</td><td>Total <em>Cost of Actions</em> divided by number of actions.</td></tr><tr><td>Imported Cost</td><td>The <em>Cost of Actions</em> imported from third-party tracking systems.</td></tr><tr><td>Click Through Rate</td><td>The number of <em>Clicks</em> divided by the total number of <em>Impressions</em>.</td></tr><tr><td>Conversion Rate</td><td>The number of actions divided by the total number of clicks across your program.</td></tr><tr><td>ROAS (Return on Ad Spend)</td><td>This number represents <em>Revenue</em> divided by <em>Total Cost</em>.</td></tr><tr><td>ROI (Return on Investment)</td><td>This number represents <em>Revenue</em> divided by <em>Total Business Cost</em>.</td></tr><tr><td>AOV (Average Order Value)</td><td>The total revenue of sale actions divided by the number of sale actions.</td></tr><tr><td>Margin</td><td>This number represents <em>Revenue</em> minus <em>Goods Cost</em>.</td></tr><tr><td>Total Business Cost</td><td>The total <em>Goods</em> <em>Cost</em> plus <a href="#table-reference"><em>Total Cost</em></a>.</td></tr><tr><td>Client Cost</td><td><em>Client Cost</em> charged by an Agency plus <em>Total Cost</em>.</td></tr><tr><td>Discount Rate</td><td>The percentage discount calculated as <em>Discount</em> divided by <em>Revenue</em>.</td></tr><tr><td>Item Count</td><td>The number of products in the basket captured at conversion.</td></tr><tr><td>Goods Cost</td><td>The total cost of products in the basket captured at conversion.</td></tr><tr><td>Reversed Actions</td><td>The number of conversions that have been <a href="/pages/nGM2KmaIIGfsMoGQxGYK">reversed</a> across your program.</td></tr><tr><td>Reversed Revenue</td><td>The total revenue of <em>Reversed Actions</em>.</td></tr><tr><td>Reversed Action Cost</td><td>The total <em>Action Cost</em> of <em>Reversed Actions</em>.</td></tr><tr><td>Reversal Rate</td><td>The number of reversals divided by the number of <em>Total Actions</em>.</td></tr><tr><td>Raw Impressions</td><td>The total number of times the ad was displayed on a user's screen.</td></tr><tr><td>Raw Clicks</td><td>The total number of clicks tracked.</td></tr><tr><td>Open-Ended Actions</td><td>The total number of <a href="/pages/muo8B9Nqor9UbGWeSoo2"><em>pending</em></a> actions.</td></tr><tr><td>Confirmed Actions</td><td>The total number of <a href="/pages/muo8B9Nqor9UbGWeSoo2"><em>approved</em></a> actions.</td></tr><tr><td>Gross Revenue</td><td>The total <em>processing</em> and <em>locked</em> <em>Revenue</em> plus <em>Reversed Revenue</em>.</td></tr><tr><td>Answered Calls</td><td>The number of tracked phone calls with a <code>CallStatus</code> of <code>ANSWERED</code>.</td></tr><tr><td>Referral Type</td><td>The method used to tie the referral back to the partner, e.g., cookie, click.</td></tr></tbody></table>

</details>

<details>

<summary>Table reference</summary>

<table data-header-hidden="false" data-header-sticky><thead><tr><th>Column</th><th>Description</th></tr></thead><tbody><tr><td>Seller Partner</td><td>The Seller program that influenced the activity in this row. Activity not attributed to a seller (e.g., your own program partners) appears as <em>Unidentified Source</em>.</td></tr><tr><td>Clicks</td><td>The number of unique clicks tracked for the Seller program.</td></tr><tr><td>Actions</td><td>The number of conversions attributed to the Seller program.</td></tr><tr><td>Revenue</td><td>The total revenue from every order the Seller program influenced, including revenue from product sales that aren't the seller's own.</td></tr><tr><td>Action Cost</td><td>The partner commission cost your program paid on these conversions. This does not include any commission a seller paid its own partners.</td></tr><tr><td>Total Cost</td><td>The total cost associated with the conversions influenced by the Seller program.</td></tr><tr><td>CPC</td><td>The cost per click, or <em>Total Cost</em> / <em>Clicks</em>.</td></tr></tbody></table>

</details>

[^1]: A brand or merchant who manufactures products and uses a retailer's eCommerce platform to reach new customers. E.g. a gadget supplier like Dynamite Labs who sells on WayneMart.com.


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