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Reporting

Alex Wolfe

Reporting

What is Reporting?

Reporting is LeadConduit's business intelligence system that aggregates the millions of events flowing through your account into meaningful insights. It transforms raw data points into clear visualizations that answer critical business questions: Which sources are profitable? Which buyers convert best? Where are the bottlenecks?

Think of reporting as your lead flow's data scientist - constantly analyzing, summarizing, and presenting information in ways that drive better decisions.

Why Reporting Matters

Data without analysis is just noise:

  • Thousands of leads generate millions of events
  • Success requires spotting patterns in the chaos
  • Optimization needs measurable baselines
  • Business decisions demand clear metrics

Without reporting, you're drowning in data. With reporting, you're surfing on insights that drive growth and profitability.

How Reporting Works

The Aggregation Engine

Reporting performs three key functions:

  1. Collection - Gathers events across all flows
  2. Computation - Calculates metrics and aggregates
  3. Presentation - Displays insights visually
Raw Events → Aggregation → Metrics → Visualizations → Insights
                ↓            ↓           ↓               ↓
            Grouping    Calculations  Charts      Business Decisions

Report Types

LeadConduit offers several report categories:

Type Purpose Key Metrics
Volume Track lead flow Counts, trends, distribution
Quality Monitor data integrity Validation rates, duplicates
Financial Analyze profitability Revenue, cost, margin
Performance Measure efficiency Speed, success rates
Source Evaluate suppliers Volume, quality, cost
Recipient Assess buyers Acceptance, revenue, feedback

Core Metrics

Volume Metrics

Track the flow of leads:

Submissions

  • Total leads received
  • By source
  • Over time
  • Growth trends

Acceptances

  • Passed validation
  • Acceptance rate
  • Rejection reasons

Deliveries

  • Successful sends
  • Delivery rate
  • By recipient

Quality Metrics

Measure data integrity:

Validation

  • Field validity rates
  • Common failures
  • Data completeness

Duplicates

  • Duplicate rate
  • Time between duplicates
  • Source patterns

Enhancements

  • Append success rate
  • Data accuracy
  • Service performance

Financial Metrics

Analyze money flow:

Revenue

  • Total revenue
  • Per lead average
  • By buyer
  • By characteristics

Cost

  • Total cost
  • Per lead average
  • By source
  • Cost trends

Margin

  • Gross margin
  • Margin percentage
  • By source/buyer combo
  • Profitability trends

Performance Metrics

Monitor system efficiency:

Speed

  • Processing time
  • Step duration
  • Bottleneck identification

Success Rates

  • Delivery success
  • Enhancement success
  • Overall completion

Errors

  • Error frequency
  • Error types
  • Recovery rates

Report Components

Dimensions

How to slice your data:

Time-based

  • Hourly/Daily/Weekly/Monthly
  • Custom date ranges
  • Comparative periods

Entity-based

  • By source
  • By recipient
  • By integration
  • By flow

Data-based

  • By state
  • By product
  • By quality tier
  • Custom fields

Filters

Narrow your focus:

Basic Filters

Date range: Last 30 days
Source: Web Form A
State: TX, CA, NY

Advanced Filters

Margin > $10
Email is valid
Delivered successfully
Custom field contains "premium"

Groupings

Organize results:

Single Grouping

Group by: Source
Shows: All metrics per source

Multi-level Grouping

Group by: Source, then State
Shows: Breakdown by source and state within each

Time Grouping

Group by: Day, then Hour
Shows: Hourly patterns per day

Common Reports

Source Performance Report

Evaluate lead suppliers:

Configuration:

  • Dimension: Source
  • Metrics: Volume, Cost, Quality, Margin
  • Period: Last 30 days

Insights:

  • Most/least profitable sources
  • Quality trends
  • Volume consistency
  • Cost effectiveness

Buyer Analysis Report

Assess recipient performance:

Configuration:

  • Dimension: Recipient
  • Metrics: Acceptance rate, Revenue, Feedback
  • Period: Last 7 days

Insights:

  • Best performing buyers
  • Revenue concentration
  • Acceptance patterns
  • Feedback quality

Daily Operations Report

Monitor daily health:

Configuration:

  • Dimension: Date (daily)
  • Metrics: All key metrics
  • Comparison: Previous period

Insights:

  • Daily trends
  • Anomaly detection
  • Capacity planning
  • Performance tracking

Geographic Analysis

Understand regional patterns:

Configuration:

  • Dimension: State
  • Metrics: Volume, Revenue, Margin
  • Filter: Successful deliveries only

Insights:

  • Geographic demand
  • Regional profitability
  • Expansion opportunities
  • Pricing optimization

Advanced Reporting Features

Calculated Metrics

Beyond basic aggregation:

Conversion Rate

Feedback Conversions / Deliveries × 100

Return on Investment

(Revenue - Cost) / Cost × 100

Lead Scoring

Quality indicators weighted by importance

Comparative Analysis

Compare performance:

Period over Period

  • This week vs last week
  • This month vs same month last year
  • Custom period comparisons

Entity Comparison

  • Source A vs Source B
  • Buyer performance rankings
  • Flow effectiveness

Drill-Down Capability

From summary to detail:

Total Revenue: $50,000
↓ Click to expand
By Source: Web Form A: $30,000, API B: $20,000
↓ Click to expand
By State in Web Form A: TX: $15,000, CA: $10,000, NY: $5,000
↓ Click to expand
Individual leads from TX...

Report Scheduling & Sharing

Automated Delivery

Schedule reports:

Frequency Options

  • Daily (morning summary)
  • Weekly (Monday review)
  • Monthly (business review)
  • Custom schedules

Delivery Methods

  • Email (PDF/CSV attachment)
  • Shared link
  • API endpoint
  • FTP delivery

Access Control

Manage visibility:

Permission Levels

  • View only
  • Create/modify
  • Share/export
  • Admin (all permissions)

Data Scoping

  • Limit by flow
  • Limit by entity
  • Limit by date range
  • Custom restrictions

Building Effective Reports

Start with Questions

What do you need to know?

  1. "Which sources send the best leads?"
  2. "What's our profit margin by state?"
  3. "Are delivery times increasing?"
  4. "Which buyers have the best feedback?"

Choose Appropriate Metrics

Match metrics to questions:

  • Volume questions → Count metrics
  • Quality questions → Validation metrics
  • Money questions → Financial metrics
  • Efficiency questions → Performance metrics

Design for Action

Make reports actionable:

  1. Clear titles - State what's measured
  2. Relevant periods - Match business cycles
  3. Appropriate grouping - Logical organization
  4. Visual hierarchy - Important data prominent

Visualization Best Practices

Chart Selection

Choose the right visualization:

Line Charts

  • Trends over time
  • Multiple metrics
  • Comparative analysis

Bar Charts

  • Category comparison
  • Rankings
  • Distribution

Tables

  • Detailed data
  • Precise values
  • Multi-metric views

Pie Charts

  • Proportional data
  • Market share
  • Limited categories

Dashboard Design

Create effective dashboards:

  1. Summary first - Key metrics at top
  2. Logical flow - Related data together
  3. Consistent periods - Same timeframe
  4. Clear labels - No ambiguity

Performance Optimization

Query Efficiency

Speed up reports:

  1. Limit date ranges - Smaller = faster
  2. Reduce groupings - Fewer = faster
  3. Filter early - Less data to process
  4. Cache when possible - Reuse calculations

Data Management

Handle large datasets:

  1. Archive old data - Keep active data small
  2. Summarize details - Pre-aggregate common queries
  3. Index properly - Speed up searches
  4. Partition by time - Efficient time-based queries

Common Pitfalls

Misleading Metrics

❌ Volume without quality
✅ Balanced scorecard approach

Over-aggregation

❌ Losing important details
✅ Drill-down capabilities

Static Reporting

❌ Set and forget
✅ Regular review and adjustment

Vanity Metrics

❌ Impressive but not actionable
✅ Metrics tied to business goals

Integration with Other Systems

Export Capabilities

Share data externally:

  • CSV for spreadsheets
  • JSON for APIs
  • PDF for presentations
  • Direct database sync

Business Intelligence Tools

Connect to BI platforms:

  • Tableau
  • Power BI
  • Looker
  • Custom solutions

Alerting Systems

Trigger notifications:

  • Threshold alerts
  • Anomaly detection
  • Trend warnings
  • SLA monitoring
  • Events - Raw data that feeds reports
  • Exports - Extract report data
  • Pricing - Financial metrics in reports
  • Flows - Performance data source

Reporting transforms LeadConduit from a lead router into a business intelligence platform. It's where data becomes decisions, metrics become strategy, and insights become competitive advantages.

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