# 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.
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<figure><img src="https://1642824329-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FX6uilbEAw42gqsudlclY%2Fuploads%2FHjtHBRHwvIekbPSJIrI6%2Fimage.png?alt=media&#x26;token=ff10553a-a8ae-4f70-9f44-4b409ada1b9e" alt="" width="375"><figcaption></figcaption></figure>

### Start with the right workflow

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#### Pick the right module

Start with the question you want to answer.
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#### Set time range and audience first

These two filters shape every result.
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#### Add breakdowns when needed

Start simple. Add dimensions when you need to explain a change.
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#### Export or tag users when action matters

Export for offline analysis. Tag for retargeting or follow-up.
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### Choose a module by question

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

### Before you analyze

Make sure the basics are in place:

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

### Related pages

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