Your guide to Feefo reports

Your reviews contain so much more than just a star rating

Reporting is the key to getting a clear view of your entire customer experience and finding out what your customers really think of your business. The Feefo reporting suite contains a range of tools to help you get the most out of your reviews. By using our reports, you can find out more about your business, whether you want to identify:

  • your best performing branches
  • which products or services need improvement
  • how your customer service measures up
  • spot seasonal trends in your customer feedback.

Everything you need to start uncovering this data is in the ‘Reports’ tab of the Feefo Hub.

Jump to

Your essential reports >
Some other handy reports >
Delve further into your insight >

Before we get started…

There are a few things that are worth taking note of before you start looking at your reports.

Sales tags

To make the most of the reporting suite, assign sales and product tags to your data. If you have tags assigned, you can be a lot more specific when it comes to reporting.

Suppose you have several stores across the country and want to report on one particular location, or you need to see how individual products are performing – tagging your data makes this possible.

You can also tag sales to differentiate between new and returning customers, so you can gain insights from all points of the customer journey.

To find out more about tagging your data, read our customer support article on sales tags.

Global filters

At the top of the Hub, you’ll see a green button labelled ‘Global Filters’. This is where you select which account you want to report on.

Filtering by date

At the top right of the Hub, you’ll see a tab showing two calendar dates. Before running any of your reports, you can select which time frame you’d like to show data for by clicking on this tab and choosing the dates on the calendar. You can do this manually, or by choosing an option such as ‘last 7 days’ or ‘last 12 months’.


A negative review isn’t always the end of the story. Acting quickly to turn things around and your customer will often update their feedback to something more positive.

The Dashboard

For a general overview of how your feedback is looking, go to the ‘Dashboard’ tab.

From here, you’ll get an ‘at a glance’ view of your feedback, such as:

  • the progress of your sales uploads

  • your response rate

  • how many reviews you need to reply to

  • your average rating.

To take a more in-depth look into these numbers and investigate any red flags, click on the ‘Reports’ tab.




Your essential reports

The nature of your business and the insights you need will determine which reports you find most useful. The reports we mention here are essential for most businesses and will give you a good overview of your customer feedback at a high level.

Feedback Breakdown

Feedback breakdown

This report offers a simple breakdown of your feedback, including your current rating, total number of reviews, and how many reviews have 1, 2, 3, 4 or 5 star ratings. You’ll also be able to see how many reviews are waiting for a response from you. Switch your view between product and service reviews by selecting either option on the ‘Feedback type’ option at the top of the page.

The Feedback Breakdown table displays your data according to which tags you have set up, showing how many reviews you are receiving, and the average rating for each category. For example, you could choose to look at a particular product category, salesperson or store location.

Response Performance

Response performance

Here you can keep track of your feedback requests and your response rates. This report shows how many feedback requests you are sending, how much feedback you’re receiving, and your response rate as a percentage.

Select either ‘Email’ or ‘SMS’ from the ‘Channel’ drop down menu at the top of the page if you send your feedback requests by text message as well as email.

By selecting ‘Feedback Type’, you can choose to view either product or service reviews to keep an eye on your response rates for each.

If you need to improve your response rate, this report is where you can identify exactly which points in the journey need fine tuning.

You can get all this information at a glance by looking at the ‘Email traffic’ graph at the bottom of the page.

Download Feedback-1

Download feedback

This report allows you to download any data you want from your feedback so you can create your own custom reports displaying the exact information that you need. This is also useful for when you need to take your data offline. Select which data you want to include from the drop-down selector on the top right of the report.

There are so many ways to use this feature. For example, you could pull all five-star reviews on a particular product to use in your marketing, or find contact details for all customers who left a one-star review for your Customer Service team.

With the ability to download all your data, you can populate it into software such as Tableau and Power BI to create more visual and interactive reports.

Product Performance Overview

Product performance

This report keeps track of your best and worst performing products, according to your feedback. See how your entire product range is performing at the top of the page, and then check the average rating her product on the table below.

Useful for any members of the team dealing with the development of products, such as product managers, this report is great for identifying reoccurring issues.

Some other handy reports

If you want to dig a little deeper into your Feefo feedback, we have more reports to help.

Date Frame@2x-1

Feedback Summary

From here, you can see how many reviews are being submitted, as well as the star ratings.

Feedback Volumes

Feedback Volumes

This report shows the amount of feedback you’ve received over time, so you can get visibility of any seasonal peaks and troughs. You can compare this with your sales data, so you can match any low volumes of feedback with a quieter sales period, and vice versa.

Pending Feedback Requests

Pending Feedback Requests

Here you can keep an eye on all the scheduled SMS and email feedback requests and reminders.

This should be the first report to check when you want to be sure that your system is performing as it should, and all emails are being sent out correctly.

Response Time Trends

Response Time Trends

Using past data, this report can give you an indication of the busiest and quietest times of day for your feedback.

Using this information, you can make sure that your feedback requests are going out at the best times in the day to receive the most responses.

Download Sales

Download Sales

Get a snapshot of all your sales and use the time frame tool to capture the exact data you need. This report includes dates, product descriptions, customer contact details and any associated tags.

Delve further into your insight

To take reporting to the next level, Feefo’s Performance Profiling uses AI technology to find out more about your customers through their feedback.

Performance Profiling automatically analyses your reviews, identifies emotion, and gives you insight into the key issues affecting your customers.

Each Service or Product Performance report includes:

Sentiment Score

Accurately measuring customer opinion by identifying positive and negative emotion contained within your reviews, this tool ranks your performance on a scale from -100 to +100.

Performance Graph

We group feedback topics into four quadrants: advertise, focus, monitor and potential, so you can spot issues and opportunities within your business and take action.

Automatic sentiment trend analysis

See how your Sentiment Score changes over time with the sentiment trend chart.

Review snippets

Discover common keywords and themes throughout your reviews to help improve product page performance and create more effective PPC ads.