Unlike plain text, JSON organizes information into structured fields. This lets other tools read each piece of data separately and use it in automations.
Example of a message configured in Reportei as text:
Message:
Hello! Good afternoon!
📊 Results Summary – Reportei
Analysis period: August 19, 2025 to August 19, 2025
🔹 Google Ads - Reportei
CTR : 2,41% (31,68%)
Average CPC : R$1,33 (-9,41%)
Conversions : 2,00 (0%)
🔹 Google Analytics 4 - Reportei - GA4
Engagement rate : 60,42% (-2,29%)
Average Engagement Time per User : 00:01:23 (11,57%)
Key Event : 118,00 (24,21%)
🔹 Meta Ads - Reportei
Amount spent : R$207,16 (-26,68%)
Total Reach : 42.805,00 (-27,97%)
Total Impressions : 57.423,00 (-26,70%)
Example JSON structure
A JSON payload for these types of metrics looks like this (the sample values below differ from the text example):
{
"fb_ads:spend(act_383886488770066)": {
"values": "3963",
"comparison": {
"values": "3441.21",
"difference": 15.162980463267274,
"absoluteDifference": 521.79
}
},
"[variation]fb_ads:spend(act_383886488770066)": {
"values": "3963",
"comparison": {
"values": "3441.21",
"difference": 15.162980463267274,
"absoluteDifference": 521.79
}
},
"fb_ads:reach(act_383886488770066)": {
"values": "173869",
"comparison": {
"values": "112945",
"difference": 53.9412988622781,
"absoluteDifference": 60924
}
},
"[variation]fb_ads:reach(act_383886488770066)": {
"values": "173869",
"comparison": {
"values": "112945",
"difference": 53.9412988622781,
"absoluteDifference": 60924
}
},
"fb_ads:impressions(act_383886488770066)": {
"values": "561774",
"comparison": {
"values": "405653",
"difference": 38.4863417748667,
"absoluteDifference": 156121
}
},
"[variation]fb_ads:impressions(act_383886488770066)": {
"values": "561774",
"comparison": {
"values": "405653",
"difference": 38.4863417748667,
"absoluteDifference": 156121
}
},
"google_analytics_4:engagement_rate(338565990)": {
"values": "0.55308789613052023",
"comparison": {
"values": "0.56901017576318225",
"difference": -2.798241632727624,
"absoluteDifference": -0.015922279632662018
}
},
"[variation]google_analytics_4:engagement_rate(338565990)": {
"values": "0.55308789613052023",
"comparison": {
"values": "0.56901017576318225",
"difference": -2.798241632727624,
"absoluteDifference": -0.015922279632662018
}
},
"google_analytics_4:average_engagement_time(338565990)": {
"values": "80.913820811570915",
"comparison": {
"values": "76.335936410542459",
"difference": 5.997023965761187,
"absoluteDifference": 4.577884401028456
}
},
"[variation]google_analytics_4:average_engagement_time(338565990)": {
"values": "80.913820811570915",
"comparison": {
"values": "76.335936410542459",
"difference": 5.997023965761187,
"absoluteDifference": 4.577884401028456
}
},
"google_analytics_4:conversions_count(338565990)": {
"values": "1940",
"comparison": {
"values": "1632",
"difference": 18.872549019607845,
"absoluteDifference": 308
}
},
"[variation]google_analytics_4:conversions_count(338565990)": {
"values": "1940",
"comparison": {
"values": "1632",
"difference": 18.872549019607845,
"absoluteDifference": 308
}
},
"gads:ctr(1755373868-5595071219)": {
"values": 0.025148783837534803,
"comparison": {
"values": 0.030364372469635626,
"difference": -17.17667189505204,
"absoluteDifference": -0.005215588632100823
}
},
"[variation]gads:ctr(1755373868-5595071219)": {
"values": 0.025148783837534803,
"comparison": {
"values": 0.030364372469635626,
"difference": -17.17667189505204,
"absoluteDifference": -0.005215588632100823
}
},
"gads:average_cpc(1755373868-5595071219)": {
"values": 0.8705458848105043,
"comparison": {
"values": 1.0606967460890493,
"difference": -17.926976959216688,
"absoluteDifference": -0.19015086127854497
}
},
"[variation]gads:average_cpc(1755373868-5595071219)": {
"values": 0.8705458848105043,
"comparison": {
"values": 1.0606967460890493,
"difference": -17.926976959216688,
"absoluteDifference": -0.19015086127854497
}
},
"gads:conversions(1755373868-5595071219)": {
"values": 24,
"comparison": {
"values": 35,
"difference": -31.42857142857143,
"absoluteDifference": -11
}
},
"[variation]gads:conversions(1755373868-5595071219)": {
"values": 24,
"comparison": {
"values": 35,
"difference": -31.42857142857143,
"absoluteDifference": -11
}
},
"message": "Hello! Good afternoon!\r\n 📊 *Results Summary* – :name\r\n*Analysis period*: :period\r\n\r\n \r\n🔹 *Google Ads - Reportei* \r\n\r\n*CTR* : :gads:ctr(1755373868-5595071219) (:[variation]gads:ctr(1755373868-5595071219))\r\n*Average CPC* : :gads:average_cpc(1755373868-5595071219) (:[variation]gads:average_cpc(1755373868-5595071219))\r\n*Conversions* : :gads:conversions(1755373868-5595071219) (:[variation]gads:conversions(1755373868-5595071219))\r\n\r\n🔹 *Google Analytics 4 - Reportei - GA4* \r\n\r\n*Engagement rate* : :google_analytics_4:engagement_rate(338565990) (:[variation]google_analytics_4:engagement_rate(338565990))\r\n*Average Engagement Time per User* : :google_analytics_4:average_engagement_time(338565990) (:[variation]google_analytics_4:average_engagement_time(338565990))\r\n*Key Event* : :google_analytics_4:conversions_count(338565990) (:[variation]google_analytics_4:conversions_count(338565990))\r\n\r\n🔹 *Meta Ads - Reportei* \r\n\r\n*Amount spent* : :fb_ads:spend(act_383886488770066) (:[variation]fb_ads:spend(act_383886488770066))\r\n*Total Reach* : :fb_ads:reach(act_383886488770066) (:[variation]fb_ads:reach(act_383886488770066))\r\n*Total Impressions* : :fb_ads:impressions(act_383886488770066) (:[variation]fb_ads:impressions(act_383886488770066))",
"name": "Reportei",
"period": {
"start": "2025-07-01",
"end": "2025-07-31"
},
"comparison_period": {
"start": "2025-06-01",
"end": "2025-06-30"
}
}In JSON, each metric, such as CTR, CPC, or Conversions, and its comparison values are stored in separate fields.
Which format should I choose?
- Text: sends the entire formatted message at once. Use Text when you only need to forward a ready-to-read message.
- JSON: sends structured fields for more customization and automation in external tools. Use JSON when you need to process or reuse the data in automations.
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