> For the complete documentation index, see [llms.txt](https://docs.hockeystack.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.hockeystack.com/marketing-intelligence/hockeystack-101-becoming-an-expert-in-reporting.md). # HockeyStack 101: Becoming an Expert in Reporting :wave:Now that you've gotten a grasp of the fundamentals of HockeyStack, it's time to connect the dots! :chart\_with\_upwards\_trend:This guide walks you through how to build reports from the ground up, so you can see how everything you've set up comes together and start realizing real value from your data. *** ### Session 1: Building Your First Reports You've set up your funnel stages, mapped your channels, and validated your data. Now it's time to put that foundation to work, starting with the basics of building reports in HockeyStack. ❓This video covers: * How to navigate HockeyStack's reporting UI: * How to navigate dashboards and reports, and the difference between the two * The different visualization types available (table, line chart, bar chart, pie chart, number) and when to use each * How to build simple reporting: * How to build a **number report to measure a funnel stage**, like MQLs or deals created * How to set and **track progress against a target** * How to use line, bar, and pie charts to see **trends and breakdowns over time** {% embed url="" %} *** ### Session 2: Measuring Attribution and Conversion Rates Once you're comfortable building a basic report, the next step is layering in channel attribution and measuring how leads move through your funnel. ❓This video covers: * How to measure **influence of channels on funnel stages** using the attribution options * The same logic applies to measuring influence of campaign on lead, influence of website visit on demo book, etc. * How to **compare attribution models** (e.g., linear vs. first-touch) side by side * How to build a **conversion rate report using sequence of actions** (e.g., conversion from lead to opportunity) * How breakdown, date range, and count settings affect your sequence logic * How to calculate **average time between funnel stages** * How to set up **ROI** and **ACV** reports {% embed url="" %} :books:More documentations on relevant topics: * [What attribution model to use?](https://docs.hockeystack.com/marketing-intelligence/reports/attribution-models) * [How to set up sequence of action goal?](https://docs.hockeystack.com/marketing-intelligence/reports/sequences) * [How to measure conversion rate?](https://docs.hockeystack.com/marketing-intelligence/report-examples-and-insights/goals/how-do-i-measure-conversion) * [How to measure average time between?](https://docs.hockeystack.com/marketing-intelligence/report-examples-and-insights/goals/measuring-time-between-two-goals-in-hockeystack#measuring-time-for-goals-on-different-objects) *** ### Session 3: Slicing Reports and Exploring Funnel Visualizations With attribution and conversion in place, the last step is learning how to slice your data further and explore a few more powerful visualization types. ❓This video covers: * The difference between breakdowns, campaign parameters, user-level properties, and action/company properties, and when to use each * How to break down a report (e.g., company name, deal type) on top of existing attribution * How **funnel reports visualize stage-to-stage conversion and drop-off**, including split and skip logic * How **attribution funnel reports show channel influence over time or by stage** * How **lift reports measure whether engaging with a channel makes someone more or less likely to convert** {% embed url="" %} :books:More documentations on relevant topics: * [How to set up a lift report and how to interpret the result?](https://docs.hockeystack.com/marketing-intelligence/reports/lift-reports) * [When to use lift report vs. multi-touch attribution?](https://docs.hockeystack.com/marketing-intelligence/reports/lift-analysis-vs.-multi-touch-attribution) * [How to set up a funnel report?](https://docs.hockeystack.com/marketing-intelligence/funnels) * [How to set up an attribution funnel report?](https://docs.hockeystack.com/marketing-intelligence/attribution-funnel) *** ### Advanced Reporting Topics ❓What to do if I want to restrict the time of channel influence when using attribution (i.e. impact of campaigns that happened 6 months before closed won, impact of website visit between MQL and opportunity created on opportunity created, etc.): {% embed url="" %} ❓How to apply filters to my report (global report filter, column filter, breakdown/attribution filter): {% embed url="" %} ❓What to do if I want to customize weighting in my channels (i.e. LinkedIn impression vs. demo calls) for attribution: {% embed url="" %} *** :partying\_face:With this, you've covered the core building blocks of reporting in HockeyStack, from basic reports to attribution, conversion, and lift analysis. You're now equipped to build reports tailored to your own team's questions and start turning your data into decisions! --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter, and the optional `goal` query parameter: ``` GET https://docs.hockeystack.com/marketing-intelligence/hockeystack-101-becoming-an-expert-in-reporting.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is optional and describes the broader end goal you are ultimately trying to accomplish on behalf of the user. GitBook uses it to tailor the answer towards what is most useful for that goal. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.