Reporting & Performance
This domain tests dashboards, campaign reporting, attribution, funnel conversion, and data quality. The exam focuses on choosing the right metric for the question and recognizing when attribution or dirty data misleads a decision.
Core rules
- Define the reporting question first: channel performance, campaign ROI, funnel conversion, or contact engagement.
- Attribution models differ: first touch credits the first interaction, last touch credits the final interaction, and multi-touch spreads credit. The model changes the story.
- Campaign reports group contacts, deals, and revenue by campaign; dashboards visualize trends over a consistent period.
- Funnel analysis compares stage-to-stage conversion, such as visitor to lead, lead to MQL, MQL to SQL, and SQL to customer.
- Data quality matters: missing UTM parameters, duplicate contacts, and mixed date ranges distort reports.
Worked example
A campaign report shows 1,000 new contacts, 200 MQLs, 50 SQLs, and 10 customers. The lead-to-MQL rate is 20%, MQL-to-SQL is 25%, and SQL-to-customer is 20%. If the team compared these figures to a prior month with a different campaign definition, the trend would be invalid. They first confirm the same date range, lifecycle definitions, and UTM rules, then compare channel-level conversion and cost per customer rather than celebrating top-of-funnel volume alone.
Traps
Comparing unequal date ranges; crediting all revenue to last touch without context; reporting vanity metrics; using inconsistent lifecycle definitions; ignoring missing UTMs; and treating small-sample differences as meaningful.