Reporting and Analytics
What this domain covers
Reporting asks you to choose the right report for the question. Know the difference between program performance reports, email performance reports, person/lead reports, and revenue-cycle or opportunity-based reports. Understand how success attribution works when a program has a success status, and how multi-touch attribution assigns credit across touches. Also know the role of smart lists as report filters and how timeframes affect results.
Traps to watch
A classic trap is picking an email report when the question is about program ROI, or picking a person report when the question is about channel effectiveness. Another trap is attribution: first-touch and multi-touch models give different credit, so the answer depends on the model configured. Also watch for confusion between success (program membership reaching a success status) and revenue (opportunities associated with the program). Timeframe and filter choices also change results, so read them carefully.
Rule of thumb
Match the report to the decision: "How did this email perform?" → email report; "Which channel drives pipeline?" → revenue/attribution report; "Who is in this segment?" → person report filtered by smart list.
Worked example
Leadership asks which campaign generated the most pipeline. Use a revenue-cycle or opportunity-based report with multi-touch attribution, not an email performance report, because email reports measure engagement, not revenue.