Reference

Results dashboard

Metrics measured by the platform: filters, the definition of each indicator, tables and export.

Access#

In the Moclick dashboard, under Campaigns → Results. It shows the events measured by the platform itself. Conversions forwarded to external media platforms also appear in those platforms’ own reports, with numbers that may differ — see divergence from the media platform.

Filters#

Filter	Options
Period	Today, Yesterday, Last 7 days, Last 30 days, Custom
Campaign	All, or one published campaign
Traffic source	All, or one of the sources already recorded

The date fields only apply when the period is set to Custom. Reversed dates are corrected automatically, and an invalid date falls back to the 7-day window.

Tables#

Table	Grouped by	Sorting
By day	Date	Ascending
By traffic source	Source	Conversions, descending
By campaign	Campaign	Conversions, then clicks
Latest conversions	Individual event	Most recent first, up to 50 rows

Two tables ignore the filter on their own dimensionThis is current behavior, and a common source of confusion when comparing numbers on screen:

By source ignores the Source filter and always lists every source
By campaign ignores the Campaign filter and always lists every campaign

The summary cards, the By day table and Latest conversions all apply both filters normally. When checking totals, compare against the cards, not against those two tables.

Latest conversions#

Date and time, campaign, source, click identifier, transaction identifier and value. A conversion with no value shows an em dash. This is the view you use to validate a new integration: if the test conversion shows up here, the whole path worked.

Export#

The export button generates a CSV with the three aggregate tables — by day, by source and by campaign — honoring the filters in effect.

Property	Value
Encoding	UTF-8 with BOM
Separator	Semicolon
Line ending	CRLF
Estimated columns	Marked with `(proj.)`

The format opens directly in Portuguese-locale Excel, with no import step. Fields starting with an equals, plus, minus or at sign get a protective prefix, so Excel does not interpret their contents as a formula.

The export does not include the Latest conversions table — so it contains no click or transaction identifiers. That is deliberate: the CSV circulates by email and shared spreadsheet, and the aggregates are enough for performance analysis. For event-level data, use the screen.

Retention#

Events are kept for 30 days and removed by an automatic daily job. Queries for an earlier period come back empty.

For history beyond 30 days, export the CSV periodically. A monthly export preserves the aggregate series without depending on database retention. See Privacy and LGPD (Brazilian General Data Protection Law).

Divergence from the media platform#

A difference in counts between the Moclick dashboard and the media platforms’ reports is expected, and not necessarily an error. The most common causes:

Cause	Effect
Attribution model	Every platform uses its own model — data-driven, first click, view-through. The dashboard uses last tracked click.
Conversion window	Different windows attribute different conversions to the same period.
Time zone	A conversion near midnight can land on different days.
Bot filtering	The dashboard discards visits identified as bots; the platform may count them.
Loss in the browser	Blockers, cleared cookies, conversion on another device. See when attribution does not happen.
Deduplication	Different duplicate criteria between systems.

A divergence of 5% to 15% is normal in browser-side tracking. Above that it is worth investigating with the debug and validation walkthrough. When the gap is consistent and large, Postback S2S is the way to measure without depending on the browser.