Custom Query

A custom query is a capability that lets a user, instead of the ready-made reports, build an arbitrary question over the raw data, setting the conditions, grouping and range themselves.

A custom query marks the line between a “reporting tool” and an “analysis tool”: a ready report answers anticipated questions, a custom query answers a new one the tool's maker did not foresee. Its power is great but carries two costs. First, freedom means responsibility; whoever writes the query must know the metric definitions and the data traps, or they easily reach a number that looks right but has the wrong denominator. Second, a custom query over large data can be heavy and slow, which is why many tools place it behind sampling or a resource limit. A custom query is not a substitute for data governance; if definitions are not standardized, each analyst reaches a different number with their own query.