Methods and apparatus are presented for flexibly building a dynamic report using a heterogeneous mix of dimensions, segments, and metrics. Within a report building tool a user may introduce any number of dimensions and segments at any point within a generated report. Further within the report building tool, a user may break down existing dimensions and segments within a report with nested dimensions and segments, which may be added without limits on a nesting level. Given a generated report, a user may pivot the generated report, where the pivot includes pivoting any heterogeneous combination of dimensions, segments, and metrics within the generated report defined along each axis. Further, the pivot operation maintains the relative groupings and nestings of dimensions, dimension items, segments, and metrics in going from a column to a row or from a row to a column.