Reporting

Reports turn data from connected sources into reusable analyses. You can combine several reports in a dashboard, examine a result as a table or chart, model a funnel, export the current data, email an analysis, and discuss a saved report with Ask Marcenta.

Reports query data already imported into the workspace. They do not initiate a new sync with the source platform.

How reports are organized

Marcenta uses two levels:

• A dashboard is the saved container shown on the Reports page.
• A report is an individual analysis inside that dashboard.

A dashboard can contain one report or several reports. Each report has its own source selection, metrics, dimensions, date settings, visualization, and result. This lets you keep related analyses together without forcing them to share one configuration.

The Reports page labels a saved item as a report when it contains one report and as a dashboard when it contains multiple reports.

Before you build

Confirm that:

• the required provider is connected under Connections;
• its initial import has completed successfully;
• the connected account has permission to retrieve the required data; and
• the required date range is available in Marcenta.

The fields shown in the report builder are based on the selected sources and the data available to the workspace. A newly connected source may have no reportable fields until its first import completes.

Sources supported

Custom reports can use data from:

The exact fields can vary by connection, provider permissions, enabled provider products, and data returned during sync.

Find and manage dashboards

Open Reports to see saved dashboards and reports.

From this page, you can:

• search by dashboard name, description, type, or report name;
• open a saved dashboard;
• add or remove a favorite;
• use the Favorites section for quick access; and
• permanently delete a dashboard.

Items are grouped by when they were created. A dashboard entry also shows how many reports it contains.

Deleting a dashboard removes all reports inside it and cannot be undone.

Create a dashboard

1. Open Reports.
2. Select New dashboard.
3. Enter a useful dashboard title.
4. Add a description if the dashboard's purpose is not clear from its title.
5. Select New report.
6. Choose Custom report or Funnel.

The dashboard title and description describe the container. Give each report inside it a separate name that identifies the question it answers.

Build a custom report

Use a custom report when you want to group and measure imported data.

1. Select Custom report.
2. Choose one or more data sources.
3. Select at least one metric.
4. Select at least one Group by dimension.
5. Choose the date range.
6. If date is selected as a dimension, choose the reporting grain.
7. Optionally exclude weekends.
8. Select Run.
9. Review the table, apply any needed table filters or sorting, and choose a visualization.
10. Name and save the report.

Changing the configuration makes the displayed result out of date. Select Run to apply the latest settings before relying on, exporting, or emailing the result.

Understand metrics and dimensions

A metric is a measured value, such as sessions, clicks, spend, conversions, meetings booked, deals created, or call-quality score.

A dimension describes how the metrics should be grouped, such as date, campaign, source, country, device, landing page, pipeline stage, owner, or call outcome.

For example:

Selecting several dimensions creates more specific rows. For example, campaign plus device produces a separate row for each available campaign-and-device combination.

When several sources are selected, Marcenta retains dimensions compatible across those sources and makes the applicable source metrics available. If you change sources, fields that are no longer compatible can be removed from the configuration. Review the selections and rerun the report after changing sources.

Choose the date range and grain

The date range determines which imported observations are queried. When Date is included as a dimension, you can group results by:

• Day
• Week
• Month
• Quarter

Use Exclude weekends when weekend observations would distort a business-day analysis. This removes weekend rows from the displayed result; it does not delete source data.

Check the date range carefully when a result appears incomplete. Provider reporting delays, partial current days, timezone boundaries, and late source revisions can all affect recent values.

Work with report tables

The table shows the current query result. Depending on the selected fields, you can:

• sort a column in ascending or descending order;
• filter values from a column header;
• resize columns;
• group repeated dimension values when at least two dimensions are selected;
• show subtotals for grouped rows; and
• summarize metric columns using total, average, minimum, maximum, or median.

Group rows is available when the report has at least two dimensions. Enabling grouped rows switches the result to table view. Group subtotals is available only after row grouping is enabled.

Table filters narrow the displayed result. If an expected row is missing, check both the report configuration and any filters applied in the table.

Create a chart

After a custom report returns compatible data, choose:

• Bar chart
• Line chart
• Area chart
• Pie chart
• Donut chart
• Scatter plot

Marcenta uses the selected dimensions and metrics to configure the chart axes and series. You can switch between the table and chart without changing the underlying report query and choose whether the chart shows data labels.

Charts are best suited to different questions:

Avoid pie or donut charts with many categories. Use the table when exact values, sorting, filtering, or grouped subtotals matter more than the visual pattern.

Google Ads performance and negative keywords

When Google Ads is the only selected source, the Data view setting provides:

• Performance — date-based campaign, ad-group, keyword, search-term, device, or country performance.
• Negative keywords — the current negative-keyword snapshot imported from Google Ads.

The negative-keyword view supports fields such as campaign, ad group, keyword, level, match type, and status, with negative-keyword count as its metric.

Negative keywords are a current snapshot updated during each Google Ads sync. They are not queried using the report date range, and chart visualization is not available for this view.

Some Google Ads dimensions cannot be combined in the same provider query. For example, country reporting has narrower compatibility, while search-term reporting cannot be combined with keyword, country, or device. If a field disappears after another is selected, use a separate report for the incompatible breakdown.

Build a funnel

Use a funnel to compare an ordered set of volume metrics across a date range.

Funnel reports are available for Google Ads, LinkedIn Ads, GA4, HubSpot, Salesforce, and Apollo data.

1. Add a new report to a dashboard.
2. Select Funnel.
3. Choose the data source.
4. Select at least two funnel steps in the order you want to evaluate them.
5. Optionally select a breakdown such as campaign, source, owner, or another available dimension.
6. Choose the date range and optionally exclude weekends.
7. Select Run.
8. Switch between the funnel chart and table as needed.
9. Name and save the report.

The table shows the value for every step and the conversion rate from the preceding step. The first step is the top of the funnel. When a breakdown is selected, Marcenta creates separate funnel results for the returned breakdown values.

A funnel compares aggregated step metrics; it does not necessarily prove that the same individual person moved through every step. Interpret it as a person-level journey only when the underlying source data and metric definitions support that conclusion.

Rate and efficiency metrics such as click-through rate, cost per click, and percentages are not offered as funnel steps. Funnel steps need additive volume measures that can be compared meaningfully.

Arrange reports in a dashboard

After saving a report, select Close to return to the dashboard canvas. From there, you can:

• add another custom report or funnel;
• open an existing report to change it;
• display a report at half or full dashboard width;
• remove an individual report from the dashboard;
• rename the dashboard;
• update its description; and
• favorite the dashboard.

Removing one report does not delete the rest of the dashboard. Deleting the dashboard from the Reports page removes the entire container.

Save and refresh

Saving preserves the report definition, including its source, fields, date settings, table behavior, and visualization. The underlying source data is not copied into a separate permanent dataset.

When a saved report is opened, Marcenta runs its valid configuration against the data currently available in the workspace. Results can therefore change after a new sync, a provider revision, or a configuration update.

Before sharing a recurring report, confirm that its date range still expresses the intended period. A fixed historical range does not automatically move forward.

Export a report

Select Export to download the current tabular result as a CSV file. Export is available after the report has returned rows and a valid result schema.

The export reflects the current displayed result, including applicable report settings and filters. Rerun an out-of-date report before exporting it.

The CSV filename uses the report name and export date. Review the file before distributing it, particularly when it contains CRM, contact, owner, or call-analysis data.

Email a report

Select Email after the report has returned data. Enter a comma-separated list of up to 10 recipients and review the subject before sending.

The email includes AI-generated analysis and report data. The email body previews the first 25 table rows, while up to 200 rows can be supplied to produce the rendered report.

Emailing sends the current report outside the Marcenta workspace. Confirm that every recipient is authorized to receive the selected data and that the latest configuration has been run.

Analyze a report with Ask Marcenta

When report AI is enabled, Ask Marcenta can use the saved report as context. The context can include:

• the report name and date range;
• selected sources, metrics, and dimensions;
• filters and sorting;
• the chart configuration;
• returned table rows; and
• the generated report summary.

Save the report before starting an AI conversation. Ask Marcenta can then explain patterns, compare segments, identify questions worth investigating, or suggest changes to the report.

Treat AI analysis as an interpretation of the available result. Verify important conclusions against the report and, where necessary, the original provider. Ask Marcenta cannot compensate for a missing connection, an incomplete sync, unavailable fields, or inaccurate source data.

Do not include credentials, access tokens, or confidential information that is unrelated to the analysis in report conversations or email fields.

Troubleshooting