ZEPIC's Custom Reports for Better Decisions

If you’re a marketer, odds are you aren’t a fan of numbers glaring at you from rigid spreadsheets, especially when they fail to show the true impact of your efforts. To make matters worse, you constantly face the pressure of justifying every dollar of marketing spend to leadership without the right data to back you up. 

You know your campaigns work, but trying to prove it with fixed templates that do not fit your business model is a constant battle. When you need defensible insights, you are often forced to submit a ticket to your data team and wait.

We built ZEPIC Custom Reports to eliminate this exact bottleneck. Our flexible, drag-and-drop canvas gives you the freedom to bring your numbers to life in just a few clicks. It allows you to track high-level leadership KPIs and drill down into granular customer details within a single platform.

Let’s dive into what custom reports are and why you need them.

Core Features of Custom Reports

Custom Reports in ZEPIC is a blank canvas that allows you to create reports based on any data. 

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• Complete Data Object Access: Create reports using any object in your system. This includes customers, orders, products, and deals, as well as nested events like email opens, WhatsApp replies, completed purchases, and cancelled orders.

• Drag-and-Drop Interface: Build reports from scratch without writing code or waiting on a data analyst. You select the data source, apply filters, and choose your metrics.
  
  
• Instant Drilldown to Raw Records: Move from macro trends to operational reality with one click. Clicking on any active KPI tile (including Record Count, Event Count, Sum, and Average) instantly displays the raw records behind the numbers.
  
  
• 8 Versatile Visualization Options: Present data to match your audience's preferences. Choose between high-impact KPI tiles, horizontal bar charts, vertical column charts, line graphs, area charts, pie charts, donut layouts, or granular raw data tables.
  
  
• Unified Boards with Date Filters: Group related reports into a single Board. Changing the date range filter on a Board automatically updates every report on that board simultaneously.
  
  
• Granular Access Control: Manage visibility at the board level. Keep boards private for personal analysis, or set them to public for team access. Owners, admins, and managers can edit boards, while other roles receive view-only access.
  
  
• Built-in Period-over-Period Comparisons: Benchmark your current performance against historical data. Toggle the comparison feature on to automatically compare current timelines against the previous matching period.
  
  
• Reusable Report Configurations: Copy reports across multiple boards seamlessly. ZEPIC creates an independent copy of the report, meaning you can alter the configuration on one board without affecting the original report.
  
  

What Can You Do with ZEPIC’s Custom Reports

With complete control over your data structure, you can build custom reports to address specific business challenges.

1. Full Funnel Leak Detection

Most revenue leaks stay invisible until they become expensive. In ZEPIC, you can build step-by-step funnel analysis reports that connect customers, products, and order statuses across every stage of the purchase journey. 

Whether the drop-off happens between browse and cart, cart and checkout, or first and second purchase, you can pinpoint the exact stage where customers are leaving. Once you find the leak, you have the customer-level detail to act on it immediately, without opening another tool or submitting a data request.

2. RFM Analysis for Smarter Retention

Blanket retention strategies waste budget on low-value segments while ignoring the customers who are quietly slipping away. 

With an RFM report in ZEPIC, you can segment your entire customer base by recency, frequency, and monetary value in one view. This separates your most profitable customers from those on the verge of churning, so your retention budget goes to the segments where it will actually make a difference. 

The result is a retention strategy that is precise, defensible, and built on real purchase behavior rather than gut instinct.

3. Cross-Channel ROI Mapping

Modern customer journeys rarely follow a straight line. A customer might open an email, reply to a WhatsApp message, and then complete a purchase three days later. 

In ZEPIC, you can connect these early-stage engagement events directly to final sales outcomes and measure which channel combination drives the most revenue. This gives you a clear, data-backed answer to the question leadership always asks: which channels are actually earning their budget?

4. Cancelled Order Analysis

Cancellations are one of the clearest signals that something in your customer experience is broken, but most tools bury this data. You can build a report that maps cancellation rates by product, by customer segment, and by time period. 

Drill into the raw records behind any spike, and you can see immediately whether the problem is concentrated in a specific product or a fulfillment pattern that keeps repeating.

5. First to Second Purchase Gap Analysis

Acquiring a customer is only valuable if they come back. When you track the time between a customer's first and second completed purchase across different segments and acquisition channels, you can identify which cohorts convert to repeat buyers fastest and which ones stall after the first order. 

This tells you exactly where to focus your repurchase campaigns and which acquisition channels are bringing in customers who actually stay.

6. New vs. Returning Customer Revenue Split

Most D2C brands know they need to balance acquisition and retention, but very few can see in real time how that balance is actually playing out in revenue. 

In ZEPIC, you can build a report that compares revenue, average order value, and order frequency between new and returning customers over any time period. Toggle the period-over-period comparison on, and you can see whether your retention efforts are growing the returning customer share or whether the business is becoming increasingly dependent on acquisition to hit its numbers. 

That single view changes the conversation in every leadership meeting that asks whether the marketing budget is being spent in the right place.

7. AOV Trend Analysis by Segment

Average order value tells you what customers spend, and AOV by segment tells you who is actually driving it. 

With ZEPIC, you can track average order value over time across your key customer segments and toggle period-over-period comparison to see whether AOV is climbing or declining in each one. 

Drill into the raw records behind any dip, and you can see exactly which orders or segments are pulling the number down before it becomes a leadership conversation.

8. Campaign Frequency vs. Revenue

Sending more campaigns feels like doing more, but at a certain point, frequency tips into fatigue and revenue drops. With custom reports, you can build a report that maps the number of campaign touchpoints a customer received against their total order value over any period. 

This surfaces the sweet spot between too few touches and too many, so your send frequency is grounded in what actually drives revenue rather than what feels right.

These are just a few of the many possibilities.

The Big Picture and the Finest Detail

ZEPIC Custom Reports gives you the freedom to view your data your way. You can track the headline numbers leadership cares about, then immediately dive into the customer-level detail your marketing team needs to take action. Book a demo today to see custom reports in action!