Analytics, Reporting, and Attribution
Domain 6 tests reporting and attribution: email and people reports, program performance, Revenue Cycle Analytics, and attribution models. Expect questions about which report answers which question and how credit is assigned.
Reports
Email Performance covers sends, opens, clicks, and bounces. People Performance shows lead activity. Program Performance compares program success. Revenue Explorer builds custom revenue reports. Program Analyzer and Opportunity Influence Analyzer show program and touch influence.
Attribution
Revenue Cycle Analytics attribution models include first touch, last touch, and multi-touch. First touch credits the first program; last touch credits the last; multi-touch splits credit across touches. Model choice changes program ROI. Opportunities must sync from CRM with amounts and dates.
Data quality
Open rates are inflated by privacy prefetching, so treat them as directional. Use date ranges consistently; fiscal and calendar periods differ. Program cost must be entered for ROI calculations.
Worked example: A webinar is one of five touches before a closed deal. Last-touch gives the webinar little credit, while multi-touch spreads credit across touches. Reasoning: attribution is model-dependent, so report the model and date range alongside results.
Traps: comparing open rates across audiences; ignoring CRM sync gaps; treating one attribution model as truth; forgetting program cost; misaligning campaign success statuses with reporting goals.