A report in gas is made up of sections. A section is one chapter of the final PDF: either a summary across all networks together, or the results of one specific profile or ad account, or tourism data. You assemble the sections yourself and decide their order, so two reports over the same customer account can look completely different. This article describes every type of section a report offers, what you will find in each of them and when it makes sense to include it.
Before you start
Reports are available in the Marketing, Pro and Travel plans, or through the Reports add-on. The Basic plan does not include reports.
Report sections can be edited and saved by any member of the customer account team, that is by an Administrator, a User and a Viewer. Only an Administrator can generate a finished report and delete a report.
A section for a specific network can only be added if at least one profile, channel or ad account of that network is connected under the customer account. You will find the connections in Settings → Customer account → Linked accounts. The Tourism section is only offered to customer accounts that have a destination set (region, DMO or municipality).
Procedure
- Open Reports in the main menu.
- Click the name of the report you want to edit. You create a new report with the New settings button.
- Scroll down to the Report sections card.
- In the drop-down list next to the Add section button choose the type of section and press the button. The list only contains the types that can be added right now.
- For a social network or ad account section, use the Profile field to choose whose data the section should contain.
- In the Subsections field move items from the left Available subsections column to the right Selected subsections column. The right column is exactly what will be in the finished document.
- You change the order of sections by dragging a section by the icon in its top left corner. The order of the sections in the list is the order they will have in the PDF.
- Save the changes with the Save settings button.
The eye icon next to a section means Disable section. The section stays saved for next time, but it will not appear in the report and it moves down into the Disabled sections group. The bin icon removes the section completely.
Summary section
The summary is a one-page overview across all networks together. Each selected metric appears as one card with the value for the reporting period, the value for the same period of the previous year and an indicator of growth or decline. Below the name of the metric there is a list of the networks the number is composed of, for example Facebook + Instagram + Meta Ads.
You can choose from the metrics Total coverage, Total followers, Total spend, Total impressions and Total engagement rate. You have to select at least three, otherwise the settings cannot be saved. The summary has no graphs and always fits on one page.
When to include it: almost always, as the first page of the report. It gives a recipient who does not want to study details one number for each area.
The summary works with all profiles of a given network connected to the customer account, not only with the profile you chose in the individual sections. Google Analytics data does not enter the summary.
Why the summary does not equal the sum of the other sections
The summary is not a simple sum of the numbers from the following pages, and it is not meant to be. There are four reasons and all of them are intentional.
Impressions are not counted twice. When you boost a Facebook post with paid advertising, its impressions are recorded both by Facebook for the page and by Meta Ads for the ad. If gas added both up, one and the same impression would enter the total number twice. That is why Facebook contributes to the Total coverage metric only with the organic impressions of its posts, that is with those that did not come from paid promotion, and paid impressions are counted once in the advertising sections. In the Facebook section itself you will see a higher number for the Coverage metric: there it is the total result of the page including paid.
The scope is different. The Facebook section shows one selected page, the summary adds up all Facebook pages connected to the customer account. The same applies to the other networks.
Some networks contribute with the closest available metric. YouTube and TikTok do not record impressions the same way as Facebook, so they enter total coverage with the number of video views. Pinterest counts video starts. Google Analytics does not enter the summary at all, because it measures website traffic, not content coverage.
The engagement rate is not calculated as an average. If the engagement rates of the individual networks were averaged, a small profile with a few interactions would carry the same weight as a large one. That is why gas adds up interactions and impressions across the networks and calculates the rate only from these totals.
Sections for individual networks
A social network or ad account section is always tied to one specific profile, channel or ad account, which you choose in the Profile field. If you want two Facebook pages in the report, you add the Facebook section twice and choose a different page in each of them.
Every such section starts with a bar showing the number of metrics, the period and the date on which the data is final. Then come the cards of the selected metrics: a card shows the value for the period, a graph comparing it with the previous period and a comparison with the same period of last year. The level of detail of the graphs is controlled by the Graph detail level field in the basic report settings. Selected table subsections are rendered after the cards and can take up several pages.
Table subsections work the same way across networks. A subsection starting with the word TOP contains the three most successful items for the period, each with a preview of the content and basic numbers. A subsection starting with the word List contains all items published in the period, sorted by date, with a total row at the end. The exception is TOP pages in Google Analytics: there are ten of them and they have no preview.
The names for the number of impressions and for the number of people reached differ between the metric cards and the tables. On the metric cards, Coverage means the number of times the content was displayed and Reach means the number of people the content was shown to. In the tables below the cards, the same number of displays is called Impressions and the number of people reached is called Coverage. When you compare a card with a table, go by the meaning, not by the label.
Page metrics: Followers, Fans, Coverage, Reach, Impressions, Engagements, Video views, Ratings, Post coverage, Stories, Stories coverage, Stories reach. Subsections: TOP posts, TOP stories, Posts list, Stories list. The posts list has the columns Published, Post, Impressions, Engagement, ER % (engagement rate in percent), Reactions and Video views.
When to include it: always, when the client cares about the performance of the company page. TOP posts are useful in presentations, the posts list rather in materials for internal evaluation, because for active pages it takes up a lot of pages.
Profile metrics: Followers, Followers online, Coverage, Reach, Engagements, Posts, Stories, Stories coverage, Stories reach and three audience overviews: Audience by gender and age, Audience by country, Audience by city. Subsections: TOP posts, TOP stories, Posts list, Stories list.
When to include it: for profiles that work with stories and visual content. The audience overviews make sense once in a while, for example in a quarterly report, not in every weekly one.
TikTok
Profile metrics: Followers, Likes, Video views, Posts. Subsections: TOP videos and Videos list.
When to include it: for accounts that publish on TikTok regularly. With irregular publishing most periods will have no videos.
YouTube
Channel metrics: Subscribers, Subscribers gained, Subscribers lost, Video views, Likes, Dislikes, Comments, Shares, Videos, Average view duration, Estimated minutes watched. Subsections: TOP videos and Videos list.
When to include it: when YouTube is a separate channel with its own content. Average view duration and estimated minutes watched say more about a video than the number of views alone.
Profile metrics: Followers, Engagements, Coverage, Saved. Subsections: TOP pins and Pins list.
When to include it: for profiles focused on inspiration and products, where saving a pin matters more than a like.
Meta Ads
Ad account metrics: Spend, Coverage, Reach, Interactions, Clicks, Video views. The Campaign list subsection lists the campaigns running in the period with the columns Start, Campaign, Goal, Spend, Impressions, Clicks and Video views.
When to include it: always, when there was advertising on Facebook or Instagram in the period. Without it the report does not show how much of the results is paid.
Google Ads
Ad account metrics: Spend, Coverage, Clicks, Conversions, Interactions, Video views. The Campaign list subsection has the columns Campaign, Spend, Impressions, Clicks, Conversions and Interactions.
When to include it: for search, display and video campaigns in Google Ads. Together with the Google Analytics section it shows the path from the ad to behaviour on the website.
Sklik
Ad account metrics: Spend, Coverage, Clicks, Average position, Conversions. The Campaign list subsection has the columns Campaign, Spend, Impressions, Clicks and Conversions.
When to include it: for clients who advertise on Seznam. In the Czech environment it belongs next to Google Ads.
Pinterest Ads
Ad account metrics: Spend, Coverage, Paid coverage, Reach, CTR, Conversions, Video views. The Campaign list subsection has the columns Campaign, Spend, Coverage, Impressions and Conversions and lists at most fifty campaigns.
When to include it: when paid promotion is running on Pinterest. Organic Pinterest is a separate section, the two complement each other.
Google Analytics
Website traffic metrics: Sessions, Users, New users, Page views, Page views per session, Average session duration, Bounce rate. The TOP pages subsection lists the ten most visited pages of the website with the columns Path, Users, Sessions and Page views.
When to include it: whenever the goal of the activities is website traffic. It shows what happened after people clicked on the networks or in an ad.
Tourism section
gas offers the Tourism section only to customer accounts with the tourism module and with a destination set. Instead of a profile you choose the Area field (Region, DMO or Municipality) and the Selection field with the specific destination. The section can be added several times, each time for a different combination of area and destination.
Subsections:
- Overview is the main part. It contains an overall overview of the indicators, a separate view of domestic and inbound tourism, a table of source markets (which countries the tourists came from and how the number changed year on year) and a comparison table accompanied by cards for domestic tourists, foreign tourists and day-trippers.
- Region comparison compares your destination with the other regions. It is only offered for the Region and DMO areas.
- Destination comparison compares destinations with each other. It is the only tourism subsection that also works with monthly data.
- Map draws a map of the territory with the individual parts distinguished by colour.
- Subject ratings lists the ratings in three separate tables by category: accommodation, gastronomy and destination. The columns correspond to the rating sources: weighted total, Facebook, TripAdvisor, Google, Firmy.cz and, for accommodation, Booking as well. Below the subsection selection a Filter less relevant subjects switch appears: when you turn it on, subjects with a small number of ratings are added up into a single Other row and the table stays readable.
You can also add the tourism indicators themselves to the selected subsections, for example Stay fee (the local stay fee collected by municipalities), Tourists CAE (guests of collective accommodation establishments), Tourist overnight stays CAE, Total visitors or Day-trippers.
Tourism data is annual. Even if the report has a weekly or monthly period, the tourism section always compares a whole year with the previous year. The only exception is Destination comparison, which also works with a monthly view.
What happens next
After you save and run the report, a PDF is created in this order: the cover page, the optional Table of contents page with a list of chapters and page numbers, the optional Overview of linked profiles and platforms page and then the sections exactly in the order you set. Both optional pages are turned on in the layout settings card, the first of them under the name Table of contents.
You will find the finished report in the reports overview and in the archive, where it can be downloaded. A section disabled with the eye icon is not in the document and does not appear in the table of contents either.
Data for the last days of the period is still being calculated. For the Facebook, Instagram and Meta Ads sections gas considers the numbers final three days after the end of the period, for the other networks one day after the end of the period. You will find the date in the bar at the beginning of each section, next to the Finalized item. That is also why you cannot set a period that ends less than three days before generating.
Common problems
The network you use is missing from the Add section list
The list only shows the section types that can be added right now. A network disappears from it when no profile of that network is connected under the customer account, or when all connected profiles are already used in the report. Check Settings → Customer account → Linked accounts. Advertising networks also require the Marketing, Pro or Travel plan.
You cannot see the Tourism section in the list
Tourism sections are only offered to customer accounts with the tourism module and with a destination set. If you have the module and the section is missing, the link to a region, tourist area or municipality is not filled in. The setup is described in the article Destination management setup.
The section cannot be added a second time
The summary can only be in a report once, the application reports this with the sentence "This section can be added only once." For networks the number of sections is limited by the number of connected profiles: if all of them are already used, the message "All profiles for this network are already used." appears. If you want another profile in the report, you first have to connect it to the customer account.
The section is empty in the report
Metric cards are always rendered, but table subsections are based only on content published in the chosen period. If nothing came out in that week or month, instead of a table there is a sentence such as "No posts were published in the given period." This is not an error, there simply was no content in the period. Also check that you really have something moved to the right column in the Subsections field: a section with no selected subsections has nothing to show.
The numbers in the summary do not match the sum of the sections
That is how it should be, the part Why the summary does not equal the sum of the other sections explains it in detail. In short: the summary does not count paid impressions twice, it works with all connected profiles of a network (not only with the one selected in the section), some networks enter it with the closest available metric and Google Analytics does not enter it at all.
A section is missing from the finished report entirely
When a profile loses its connection (it was unlinked, it is scheduled for deletion or access to the platform expired), gas skips its section so that at least the rest of the report is delivered. Turn on the Overview of linked profiles and platforms page in the layout settings: it contains a Skipped profiles block with the name of the profile, the network and the reason. An alert about the skipped section is sent as well. Once the connection is restored, the report is generated again and complete, without using up more of your limit. The article When a report is missing or incomplete describes this in detail.
Instead of a graph there is a note that the metric has been discontinued
On 15 June 2026 Meta discontinued part of the Facebook page statistics, specifically the Reach and Post coverage metrics. For periods that reach beyond this date the platform does not supply newer data, so instead of a declining graph gas shows an explanatory note. For such periods use the Coverage metric.
Not all items are in the campaign or post list
If it is an ad account or a Facebook page shared between several customer accounts (typically at destination management companies), the report shows only the campaigns and posts belonging to that customer account, exactly as in the application itself. The rest of the account content belongs to someone else and does not belong in the report.
TOP posts have no previews
The preview is taken from the public preview of the post on the given network. If the post has been deleted, hidden or is not public in the meantime, the preview cannot be taken and only the text and the numbers remain in the report. The rest of the section is not affected.
The summary cannot be saved
The summary needs at least three metrics, otherwise the form reports "Select at least 3 metrics for the summary." Move another metric to the Selected subsections column.
A disabled section moved to the end and cannot be moved
That is how it is set up. Disabled sections are sorted after the enabled ones and their order makes no difference, because they will not appear in the document. As soon as you enable a section again with the eye icon, it returns among the enabled ones and can be dragged to the place you want.
The report is too long
The length is usually caused by the subsections starting with the word List, because they list all items for the period. If the report is meant for a presentation, keep only the TOP subsections and turn the lists off. Disabling less important sections with the eye icon instead of deleting them will also shorten the length.
You do not know who the report will be sent to or when it will be generated
Sections only determine the content of the document. The period, the schedule and the recipients are set on other cards of the same form and are described in the articles Creating a report step by step, Scheduled generating and Report delivery and recipients.
If you are not sure about the content of your report or if a section does something different from what you expect, write to us through the contact form.