- The date range decides which days are included
- The time aggregation decides whether those days are summed into one row or broken down by day, week, or month
Date Range Presets
| Preset | Covers |
|---|---|
| Today | The current day |
| Yesterday | The previous day |
| Last 7 / 14 / 30 / 90 days | A rolling window ending today |
| This week | Monday through today |
| This month | The 1st through today |
| This quarter | The first day of the quarter through today |
| This year | January 1st through today |
Custom Ranges
Besides presets, you can use:- Fixed dates: an exact start and end date
- Rolling windows: “last N days / weeks / months / quarters / years”, with the option to include or exclude the current (incomplete) period. Excluding it keeps automated reports comparing only complete periods.
Time Aggregation
| Option | What you get |
|---|---|
| All | One row per dimension combination, with metrics summed over the whole range |
| Daily | A date column is added, one row per day |
| Weekly | One row per week (some platforms also offer US-style weeks starting Sunday) |
| Monthly | One row per month |
| Hourly | One row per hour, on platforms that support it |
Unique Metrics Don’t Sum Across Periods
Metrics that count unique people, such as Reach or Frequency, can’t be added up across periods. A person reached on Monday and Tuesday counts once in a weekly reach number, but appears in both daily rows. In practice:- Summing 30 daily reach rows overstates your real 30-day reach
- To get true reach for a period, query that period with aggregation All
- Some platforms limit how long a single reach window can be; Detrics returns an error instead of a wrong number when a range can’t be calculated
Next Steps
Filters
Keep only the rows you care about
Data Freshness
Why recent numbers shift, and when data becomes final