Reporting, Visualization, and Dashboards
What this domain tests
Turning data into clear, decision-ready reporting. Concepts: report types (freeform tables, fallout, flow, cohort, ranked), metrics vs. dimensions in visualizations, dashboard design for different audiences, date comparisons, and attribution basics (first/last touch, linear, participation). Know when to use fallout (step drop-off), flow (pathing), and cohort (retention).
Traps to watch for
- Choosing a pie chart for many categories; bar charts compare better.
- Confusing attribution models - participation credits every touchpoint, last touch credits only the final one.
- Forgetting that dashboards should answer a question, not display every metric.
- Mixing date ranges incorrectly when comparing periods.
Worked example
A checkout funnel with five steps shows a big drop between cart and payment. Fallout visualization isolates that step and shows the drop-off rate. For the executive dashboard, show conversion rate trend and revenue, not raw hit counts - the audience needs outcomes, not plumbing.
Rule of thumb
Pick the visualization by question type: trend over time → line; comparison across categories → bar; funnel step loss → fallout; pathing → flow; retention → cohort. Every dashboard element should map to a KPI from the SDR.