Reporting

Your Business Intelligence Command Center

Reporting in LeadConduit transforms the millions of events flowing through your account into clear, actionable insights. It's where data becomes decisions, patterns become strategies, and metrics become money. Whether you need real-time operational dashboards or deep historical analysis, reporting gives you the visibility to optimize every aspect of your lead operation.

📍 You are here: Turning data into intelligence
📊 What you'll master: Report building, analysis techniques, and optimization strategies
💡 The outcome: Data-driven decisions that improve ROI

Understanding LeadConduit Reporting

The Reporting Philosophy

LeadConduit reporting follows key principles:

Real-time First - See changes as they happen
Drill-down Design - Start high, go deep
Action-oriented - Reports drive decisions
Accessible - No SQL required (but available)
Shareable - Insights for the whole team

The Data Foundation

Reports are built on:

Events (Everything that happens)
    ↓
Aggregations (Summarized metrics)
    ↓  
Visualizations (Charts and tables)
    ↓
Insights (Business decisions)

Report Categories

LeadConduit provides several report types:

Operational Reports

Real-time flow monitoring
Acceptance rates
Processing speeds
Error tracking

Financial Reports

Revenue tracking
Cost analysis
Margin optimization
ROI by source/buyer

Quality Reports

Data validation rates
Enhancement success
Rejection analysis
Source scoring

Performance Reports

Step timing analysis
Bottleneck identification
Capacity planning
Trend analysis

Building Effective Reports

The Report Builder

Create custom reports visually:

Start with a question:
"Which sources send the highest quality leads?"

Build the report:
1. Select Metrics:
   - Lead count
   - Acceptance rate
   - Contact rate
   - Revenue per lead

2. Choose Dimensions:
   - Group by: Source
   - Time period: Last 30 days

3. Add Filters:
   - Only successful deliveries
   - Exclude test sources

4. Select Visualization:
   - Table with heat map
   - Sort by acceptance rate

Key Metrics Library

Volume Metrics:

Submissions: Total leads received
Acceptances: Leads passing validation
Deliveries: Successful recipient posts
Conversions: Feedback confirmations

Rate Metrics:

Acceptance Rate: Accepted/Submitted
Delivery Rate: Delivered/Accepted  
Contact Rate: Contacted/Delivered
Conversion Rate: Converted/Contacted

Financial Metrics:

Revenue: Sum of delivery prices
Cost: Sum of source costs + enhancements
Margin: Revenue - Cost
ROI: (Revenue - Cost) / Cost × 100
CPL: Cost / Accepted leads

Quality Metrics:

Valid Email %: Valid emails / Total
Valid Phone %: Valid phones / Total
Enhancement Hit Rate: Enhanced / Attempted
Duplicate Rate: Duplicates / Submitted

Dimension Options

Slice data by:

Time Dimensions:

Hour of day
Day of week
Date
Week
Month
Quarter

Entity Dimensions:

Source
Recipient (Buyer)
Flow
Integration
Campaign

Data Dimensions:

State
Product type
Lead score
Price range
Quality tier

Custom Dimensions:

Any lead field
Calculated fields
Tags
Groupings

Essential Reports

Source Performance Report

Evaluate your lead suppliers:

Purpose: Identify best and worst sources
Metrics:
  - Volume (leads/day)
  - Acceptance rate
  - Cost per accepted lead
  - Revenue per lead
  - Net margin
  - Contact rate

Dimensions:
  - By source
  - By day/week/month

Insights:
  - Source A: High volume, low quality (reduce cap)
  - Source B: Low volume, high margin (increase cap)
  - Source C: Declining quality trend (investigate)

Buyer Analysis Report

Understand recipient performance:

Purpose: Optimize buyer distribution
Metrics:
  - Acceptance rate
  - Average price paid
  - Response time
  - Feedback rate
  - Payment timeliness

Dimensions:
  - By buyer
  - By lead characteristics
  - By time of day

Insights:
  - Buyer X: Prefers morning leads (route accordingly)
  - Buyer Y: High price for CA leads (prioritize)
  - Buyer Z: Slow payments (consider terms)

Flow Performance Report

Monitor operational health:

Purpose: Identify bottlenecks and issues
Metrics:
  - Processing time (by step)
  - Success rates (by step)
  - Error frequency
  - Queue depths

Dimensions:
  - By flow
  - By step
  - By hour

Insights:
  - Enhancement step slow (add timeout)
  - High rejection at filter X (review rules)
  - Peak hours need capacity (scale up)

Financial Dashboard

Track the money:

Purpose: Real-time financial visibility
Metrics:
  - Today's revenue
  - Today's cost
  - Running margin
  - Projected month-end

Visualizations:
  - Revenue gauge (vs goal)
  - Margin trend line
  - Top sources by profit
  - Top buyers by revenue

Alerts:
  - Margin below threshold
  - Unusual cost spike
  - Revenue below projection

Advanced Reporting Techniques

Cohort Analysis

Track groups over time:

Lead Cohorts by Source Month:
Jan leads: 50% contacted, 10% converted
Feb leads: 55% contacted, 12% converted  
Mar leads: 45% contacted, 8% converted

Insights:
- February sources were highest quality
- Investigate March quality drop
- Seasonal patterns emerging

Funnel Analysis

Understand drop-off points:

Lead Processing Funnel:
Submitted: 10,000 (100%)
    ↓
Accepted: 8,500 (85%)
    ↓
Enhanced: 8,000 (94%)
    ↓
Delivered: 7,500 (94%)
    ↓
Contacted: 4,500 (60%)
    ↓
Converted: 450 (10%)

Bottlenecks:
- 15% rejection at source (too high?)
- 40% not contacted (data quality?)

Predictive Analytics

Use historical data for forecasting:

Conversion Prediction Model:
Factors:
  - Lead score > 80: 2x conversion rate
  - Mobile phone: 1.5x conversion rate
  - < 5 min old: 3x conversion rate
  - California: 1.2x conversion rate

Routing Decision:
Route high-probability leads to best closers

Comparative Analysis

Benchmark and compare:

This Week vs Last Week:
Volume: +15% ✓
Acceptance: -5% ⚠
Revenue: +8% ✓
Margin: -2% ⚠

Action Items:
- Investigate acceptance drop
- Quality may be declining
- Review source changes

Real-time Dashboards

Operations Dashboard

Monitor live performance:

Widgets:
1. Active Flow Status (green/yellow/red)
2. Last Hour Metrics:
   - Leads processed
   - Acceptance rate
   - Delivery rate
   - Error count

3. Queue Depths (by step)
4. Recent Errors (last 10)
5. Revenue Ticker

Refresh: Every 30 seconds

Executive Dashboard

High-level business metrics:

Widgets:
1. Month-to-Date Revenue (vs goal)
2. Margin Trend (daily)
3. Top 5 Sources (by profit)
4. Top 5 Buyers (by volume)
5. Key Ratios:
   - Cost per acquisition
   - Lifetime value
   - ROI by channel

Refresh: Every 5 minutes

Quality Dashboard

Data integrity monitoring:

Widgets:
1. Validation Rates (by type)
2. Enhancement Success Rates
3. Duplicate Detection Rate
4. Rejection Reasons (pie chart)
5. Source Quality Scores

Alerts:
- Validation < 80%
- Enhancement < 90%
- Duplicates > 10%

Report Scheduling & Distribution

Automated Delivery

Schedule reports for stakeholders:

Daily Operations Report:
  Schedule: 8 AM every day
  Recipients: Operations team
  Format: PDF + Excel
  Content: Previous day summary

Weekly Performance Report:
  Schedule: Monday 9 AM
  Recipients: Management
  Format: PDF
  Content: Week-over-week analysis

Monthly Financial Report:
  Schedule: 1st of month
  Recipients: Finance team
  Format: Excel
  Content: Full financial breakdown

Distribute insights effectively:

Email Delivery:

Scheduled or on-demand
PDF, Excel, or CSV
Include visualizations
Add commentary

Shared Links:

Live report access
Auto-updating data
Permission controlled
Embeddable

API Access:

Programmatic retrieval
JSON/CSV formats
Real-time data
Integration ready

Alert Configuration

Proactive notifications:

Margin Alert:
  Condition: Hourly margin < $1000
  Action: Email + SMS to manager
  Include: Last hour's data

Quality Alert:
  Condition: Source acceptance < 50%
  Action: Email to operations
  Include: Rejection breakdown

Volume Alert:
  Condition: No leads for 10 minutes
  Action: Page on-call engineer
  Include: System status

Reporting Best Practices

Design Principles

Start with Questions
- What decision needs data?
- Who will use this report?
- How often is it needed?
- What action will it drive?
Keep It Simple
- One report, one purpose
- Clear visualizations
- Obvious insights
- Actionable metrics
Make It Fast
- Optimize queries
- Cache when possible
- Aggregate smartly
- Limit date ranges
Enable Discovery
- Drill-down capability
- Related reports linked
- Export options
- Historical context

Common Pitfalls

Information Overload:

Bad: 50 metrics on one dashboard
Good: 5-7 key metrics with drill-down

Vanity Metrics:

Bad: Total leads ever processed
Good: This week's conversion rate

Static Reports:

Bad: PDF from 6 months ago
Good: Live dashboard with filters

No Context:

Bad: Revenue = $50,000
Good: Revenue = $50,000 (+15% WoW, 95% of goal)

Advanced Analytics

SQL Access

For power users:

-- Top sources by margin this month
SELECT 
  source_name,
  COUNT(*) as leads,
  SUM(revenue) as total_revenue,
  SUM(cost) as total_cost,
  SUM(revenue - cost) as margin,
  AVG(revenue - cost) as avg_margin
FROM lead_events
WHERE 
  event_type = 'flow.completed'
  AND timestamp >= DATE_TRUNC('month', CURRENT_DATE)
GROUP BY source_name
ORDER BY margin DESC
LIMIT 10;

Custom Metrics

Build your own KPIs:

Lead Quality Score:
  Components:
    - Valid email: +20
    - Valid phone: +20
    - Mobile phone: +10
    - Verified identity: +25
    - TrustedForm < 5min: +15
    - No duplicates: +10
  
  Range: 0-100
  Use: Route by quality tier

Predictive Models

Leverage ML insights:

Conversion Probability:
  Input: Lead characteristics
  Model: Gradient boosting
  Output: 0-100% probability
  
  Application:
    - >80%: Premium routing
    - 50-80%: Standard routing
    - <50%: Batch processing

Optimization Through Reporting

Continuous Improvement

Use reports to optimize:

Weekly Review Process:

Run standard reports
Identify anomalies
Drill into causes
Make adjustments
Monitor impact

Optimization Targets:

Increase acceptance +5%
Reduce cost -10%
Improve contact +15%
Boost margin +20%

A/B Testing

Data-driven experiments:

Test: New acceptance criteria
Control: Current rules (50%)
Variant: Relaxed rules (50%)

Measure:
- Acceptance rate
- Quality scores  
- Delivery rate
- Final margin

Result: Variant +12% margin
Action: Roll out to 100%

Your Next Steps

Essential Reports

Source Performance - Know your suppliers
Financial Tracking - Follow the money
Quality Metrics - Ensure standards

Advanced Analytics

Custom Dashboards - Build your own
SQL Queries - Direct data access
Predictive Analytics - Future-focused

Resources

Report Gallery - Pre-built templates
Metric Dictionary - All available metrics
Best Practices - Design guidance

📊 Remember: Data without analysis is just numbers. Analysis without action is just interesting. But data-driven action? That's how you win. Build reports that drive decisions, and watch your operation transform.

Next: Explore Exports to extract your data for external analysis and archival.

Reporting

Your Business Intelligence Command Center

Understanding LeadConduit Reporting

The Reporting Philosophy

The Data Foundation

Report Categories

Building Effective Reports

The Report Builder

Key Metrics Library

Dimension Options

Essential Reports

Source Performance Report

Buyer Analysis Report

Flow Performance Report

Financial Dashboard

Advanced Reporting Techniques

Cohort Analysis

Funnel Analysis

Predictive Analytics

Comparative Analysis

Real-time Dashboards

Operations Dashboard

Executive Dashboard

Quality Dashboard

Report Scheduling & Distribution

Automated Delivery

Sharing Options

Alert Configuration

Reporting Best Practices

Design Principles

Common Pitfalls

Advanced Analytics

SQL Access

Custom Metrics

Predictive Models

Optimization Through Reporting

Continuous Improvement

A/B Testing

Your Next Steps

Essential Reports

Advanced Analytics

Resources