# Reporting > Build dashboards, custom reports, funnels, charts, exports, and AI-assisted analyses from connected data. Canonical URL: https://marcenta.ai/docs/reporting Markdown URL: https://marcenta.ai/site-md/docs/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 [#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 [#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 [#sources-supported] Custom reports can use data from: | Source | Typical reportable data | | --------------------- | ---------------------------------------------------------------------------------------------------- | | Google Analytics 4 | Website acquisition, engagement, conversions, and revenue | | Google Search Console | Organic search clicks, impressions, click-through rate, position, queries, and pages | | Google Ads | Campaign delivery, traffic, conversions, cost, efficiency, and negative keywords | | LinkedIn Ads | Campaign delivery, engagement, conversions, spend, creative, and campaign attributes | | HubSpot | Contacts, forms, meetings, deals, pipeline activity, and other imported CRM activity | | Salesforce | Leads, contacts, meetings, opportunities, value, stages, sources, and owners | | Apollo | Call volume, call outcomes, objections, buying signals, review indicators, and call-quality measures | | SDR Call Intelligence | Analyzed-call metrics and dimensions available to the workspace | The exact fields can vary by connection, provider permissions, enabled provider products, and data returned during sync. ## Find and manage dashboards [#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 [#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 [#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 [#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: | Question | Metric | Group by | | ------------------------------------------- | ----------------------------------- | --------------------- | | How did website traffic change by week? | Sessions | Date, with Week grain | | Which campaigns generated conversions? | Conversions | Campaign | | How does pipeline creation differ by owner? | Deals created or deal value created | Owner | | Which call objections appear most often? | Objection occurrences | Objection category | 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 [#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 [#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 [#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: | Question | Useful visualization | | ------------------------------------- | -------------------- | | Change over time | Line or area | | Comparison across categories | Bar | | Composition of a limited total | Pie or donut | | Relationship between numerical values | Scatter | 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 [#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 [#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 [#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 [#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 [#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 [#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 [#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 [#troubleshooting] | Symptom | What to check | | ------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------- | | A source is not available | Confirm that the connection exists, is healthy, and has completed its first import | | A metric or dimension is missing | Confirm the selected source, connection permissions, imported data, and field compatibility | | A field disappears after adding another source | Multi-source reports retain compatible dimensions; use separate reports for incompatible source breakdowns | | Google Ads dimensions disappear after another selection | Country and search-term reports have provider-specific compatibility limits | | The report cannot run | Select a source, at least one metric, at least one dimension, and a valid date range | | The funnel cannot run | Select a supported source, a valid date range, and at least two volume steps | | The report returns no rows | Broaden the date range, remove filters, verify the source sync, and confirm that the selected fields contain data | | Values look incomplete | Check provider freshness, partial-day data, timezone boundaries, attribution settings, and provider revisions | | The result did not change after editing settings | Select **Run** to apply the updated configuration | | Group rows is unavailable | Select at least two dimensions and use table view | | A chart is unavailable | Run a compatible custom report; charts are not available for funnels in the same way or for negative-keyword snapshots | | Export is unavailable | Run the report and confirm that it returned rows | | Email is unavailable | Confirm that the report returned data and that AI report features are enabled | | Ask Marcenta requests that you save | Save the report before opening a report-specific AI conversation | Reports reflect data currently available in Marcenta. A saved report can return different values after later source imports or provider revisions.