Analysis Workspace and Reporting
Analysis Workspace is the primary analysis surface. A candidate must know panels, visualizations (freeform table, flow, fallout, cohort, Venn), and components (dimensions, metrics, segments, date ranges). Understand freeform table mechanics: breakdowns, rows vs. columns, and how attribution models apply within a column.
Know Flow (pathing before/after a dimension value), Fallout (ordered step conversion with optional touchpoint), and Cohort (retention by cohort). Understand date comparison and calendar settings. Know that projects can be shared with view/edit roles and that curation hides components for audiences.
Traps
- Confusing Flow (exploratory paths) with Fallout (defined funnel steps) - questions often swap them.
- Forgetting that a breakdown applies the parent's context, so numbers differ from a standalone table.
- Assuming attribution is set at the panel level - it is configured per column or metric.
- Overlooking curation, which can make a component "missing" to a viewer.
Rule of thumb
Match the visualization to the question: Fallout for funnel drop-off, Flow for path discovery, Cohort for retention over time. If a number looks wrong, check the attribution model and date range first.
Worked example: A checkout funnel uses Fallout with steps cart → shipping → payment → confirmation. Drop-off between shipping and payment flags a form issue. Flow would show where users go instead, but not the ordered conversion rate.