This article explains how to change 10,000 row limit when pulling reports from Smarts NCM Report Advisor.
The number of rows returned in Smarts NCM Report Advisor queries can be changed in the Smarts NCM web.properties file (NCM_Home/web/conf/web.properties), where the following settings can be configured:
#Memory limit per adhoc query (in kb)
adhoc.memorylimit=256000
#Max number of rows per adhoc query
adhoc.rowlimit=10000
IMPORTANT! Increasing the row limit can have a performance impact.