Performance Reports Overview

Overview

The Performance Report system is fully configuration-driven — no backend code changes are required to create new reports. The reporting engine dynamically reads metrics, filters by source, applies templates, and builds SQL queries automatically.

Architecture

The database is designed with 6 layers:

Layer	Description	Example
Categories	Logical groupings	Media, Commerce, Analytics/Attribution
Sources	Platforms within categories	Google Ads, Facebook Ads, Shopify, GA4
Data Dictionary	Metrics and dimensions	Clicks, Revenue, ROAS, CTR
Reports	System + custom reports	LinkedIn Ads Report, Cross-Channel Report
Templates	Column configuration per report	Which metrics appear, ordering, labels
User Data	Planning/target data	User-entered budgets and goals

Key Tables

Data Dictionary

Central repository for all metrics, dimensions, and formulas. The source of truth.

Creating Reports

Step-by-step guide to creating system-defined reports via configuration.

Example: LinkedIn Ads

End-to-end walkthrough of building a LinkedIn Ads system report.

Feature Flags

Control which features and modules are available per client.

Table Relationships

Table	Purpose
`category_master`	Logical groupings (Paid Media, Commerce, etc.)
`source_master`	Platforms (Google Ads, Shopify, etc.) linked to categories
`report_data_dictionary`	All metrics, dimensions, formulas — the source of truth
`report_custom_fields`	Maps metrics/dimensions to sources and categories
`report_master`	Report definitions (name, type, metadata)
`report_source_master`	Maps reports to their data sources
`report_template_master`	Column config per report (order, labels, sticky columns)

System Report Rules

System-defined reports follow specific constraints:

Always aggregated (no granular drill-down)
Always daily granularity
Only top-level metrics included in templates

Source Type	Level Used
Paid Media	Account
Shopify	null
Analytics	Analytics Report
Mission Control	null

Getting Started

Onboarding

Platform

Configuration

AI Agents

Agent Surface

Creative Analytics

Development

Lunar Interns