# Analytics

Analytics is where you answer open-ended product and campaign questions.

Use it when a standard report is not enough.

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Use **Reports** for ready-made dashboards. Use **Analytics** for drill-downs, comparisons, and user-level investigation.
{% endhint %}

<figure><img src="/files/sXr1LCz4eBGC8OUZ4lul" alt="" width="375"><figcaption></figcaption></figure>

### How to work in Analytics

{% stepper %}
{% step %}

#### Pick the right module

Start with the question you want to answer.
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{% step %}

#### Set time range and audience first

These two filters shape every result.
{% endstep %}

{% step %}

#### Add breakdowns when needed

Start simple. Add dimensions when you need to explain a change.
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{% step %}

#### Export or tag users when action matters

Export for offline analysis. Tag for retargeting or follow-up.
{% endstep %}
{% endstepper %}

### Choose a module by question

* Where do users drop in a journey? Use [Funnel Analysis](/netmera-user-guide/reports-and-analytics/analytics/funnel-analysis.md).
* Which events happened, how often, and for whom? Use [Event Insight](/netmera-user-guide/reports-and-analytics/analytics/event-insight.md).
* Which users match specific behavior and attributes? Use [People Insight](/netmera-user-guide/reports-and-analytics/analytics/people-insight.md).
* What happened for one specific user or profile? Use [Profile](/netmera-user-guide/reports-and-analytics/analytics/profile.md).
* Why are users churning? Use [Uninstall](/netmera-user-guide/reports-and-analytics/analytics/uninstall.md) or [Opt Out](/netmera-user-guide/reports-and-analytics/analytics/opt-out.md).
* How do retention and repeat behavior change over time? Use [Retention & Cohort](/netmera-user-guide/reports-and-analytics/analytics/retention-and-cohort.md).
* Which campaigns drive conversion and revenue? Use [Revenue & Conversion](/netmera-user-guide/reports-and-analytics/analytics/revenue-and-conversion.md).
* How many touches are users receiving? Use [Customer Touch](/netmera-user-guide/reports-and-analytics/analytics/customer-touch.md).
* How are users behaving on your website? Use [Web Analytics](/netmera-user-guide/reports-and-analytics/analytics/web-analytics.md).

### Before you analyze

Make sure the basics are in place before you start. Analytics is most useful when tracking, audience setup, and profile data are already reliable.

* event tracking is implemented correctly,
* important audiences already exist as segments,
* key profile attributes are populated.

### Related pages

* [Events](/netmera-user-guide/customer-data/events.md)
* [Segments](/netmera-user-guide/targeting/segments.md)
* [Profile Attributes](/netmera-user-guide/customer-data/profile-attributes.md)


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