/
Custom Aggregate

Custom Aggregate

Owned by Stepin\ Shashin Petel
Last updated: Mar 21, 2025
4 min read

Table of Contents:

Custom Aggregate Report

image-20250106-094338.png

Intro

The Custom Aggregate Report is a powerful email marketing tool that allows you to analyze performance based on attribute values stored in your contact database. It offers advanced custom grouping options not available in the standard Ongage aggregate report, providing for deeper marketing insights.

Similar to an Excel pivot table, this report allows you to group email marketing KPIs by various segmentation criteria—such as State, Gender, Age, Lead Source (e.g., SEO, Paid Ads, Conferences, Social Media), or any other custom attribute you store with each contact —helping you identify trends and optimize your marketing strategy.

For example, if you have a List Field for State and City, you can run this report by selecting State as the grouping field. This allows you to identify which states perform best, enabling you to focus your marketing efforts where they are most effective. The report also supports two grouping levels, allowing you to group by both State and City for a more detailed performance analysis.

How To Create a Custom Aggregate Report

  1. Click on Create New Aggregate Report

    image-20250304-134714.png

  2. Select the Time-range of KPI activity stats (Sent, Open, Clicks, Unsubs, etc.) you’d like.

    image-20250304-135756.png

  3. Select the desired filter: like Segment, or Campaign, or any other contact-set filter you’d like to apply to the report. It can of course be the entire list, using either the email not empty condition or the All List segment.

  4. Click Add to add the filter to the report.

  5. Select the desired grouping field.

    image-20250304-140229.png

  6. Click Generate And View Report button or Generate Multiple Reports which allows you to change the conditions for each report without having to go back to the Create New screen.

  7. As this is a batch report, once you issue it, you’ll need to wait till the status of the report is Completed.

  8. Click the three-dot menu on the right side of the report, then select the 'View Report' icon to open it.

    image-20250305-143309.png

Additional List Field Grouping Usage Examples

  1. Let's say you have a list field called Lead Source, where you store the marketing channel source of each contact. Let's say the values there are: paid, social, partners, seo (see sample report below).

    1. With this report you can then analyze open rates, soft bounce rates, click rates, unsub rates, per source. Enabling marketers to analyze which sources performs best/worst.

    2. Alternatively the source values could have been Affiliate IDs, enabling marketers to analyze which affiliate source performs best/worst.

  2. Any demographic data you might collect and want to compare delivery and engagement from Gender to Age, Income Level, Education Level, etc.

  3. You can also group by Campaign ID on the first level and Email Message ID on the second level – this double grouping offers additional insights you won't find in the regular Aggregate Report. 

  4. Last but not least, you can use this report to produce a full long-tail Matrix report, which would include all of the ISP/Mailbox provider domains you’re sending to in the selected time-frame by selecting the Top Level Domain grouping. Use that together with the ESP connection ID grouping of a full long-tail of the Matrix report. For more about the Matrix report see our online Analytics help doc.

Sample Report Grouped by Lead Source

image-20250305-142207.png
Click to view full size image

 

Related content