Complete Marketing Reports for Full Picture of Marketing Activities
We are using Creatio version 8.3.2 (upgrading soon to 8.3.4) and are looking for best practices to build an executive-level marketing and sales dashboard that tracks the entire customer journey.
Currently, we can report on lead source, opportunity source, and order source within a single widget, and we also have separate dashboards for emails, events, campaigns, landing pages, forms, and other marketing activities. While these reports are useful individually, they don't provide a unified view of how marketing efforts influence pipeline and revenue.
Our goal is to create a single dashboard that both our Executive Leadership Team and Sales team can use to understand the complete marketing-to-sales funnel.
Ideally, this dashboard would answer questions such as:
- Where are our Marketing Qualified Leads (MQLs) coming from (Google, email, website forms, organic social, paid social, events, referrals, etc.)?
- What are the conversion rates between each stage (Lead → MQL → SQL → Opportunity → Order)?
- How long do leads remain in each stage before progressing?
- How many marketing touchpoints does it typically take before a lead converts?
- How many MQLs are currently inactive versus actively being worked by Sales?
- Which marketing activities and touchpoints influenced each qualified lead?
- How much revenue can be attributed to each marketing source, campaign, or channel?
- Which campaigns consistently produce the highest-quality opportunities and closed business?
Beyond reporting historical performance, we'd like this dashboard to help guide future marketing and sales decisions.
For example, if we identify that opportunities consistently stall in a specific stage, we'd like to use that insight to develop targeted marketing content and nurturing campaigns to help move prospects through the pipeline. Likewise, if certain channels consistently generate high-converting MQLs, we'd want that information to drive future marketing investment.
We're looking for guidance on how others have successfully designed this type of reporting framework within Creatio. Specifically:
- What objects and relationships should be used to connect marketing activities to opportunities and revenue?
- What dashboards or KPIs have proven most valuable?
- Are there recommended approaches for marketing attribution (first-touch, last-touch, multi-touch, or weighted attribution)?
- Have others successfully created a single executive dashboard that combines marketing performance, sales pipeline health, customer journey analytics, and revenue attribution?
Rather than building additional standalone reports, we're looking for advice on designing a comprehensive reporting framework that provides a complete picture of marketing's contribution to pipeline, revenue, and sales success.
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Hello,
Below is a brief review of the Creatio object relations that can enable you to build the desired dashboard.
Stage history: LeadInQualifyStatus and OpportunityInStage. Both stages of the funnel have a dedicated history object out of the box. OpportunityInStage backs the stage history detail on the Opportunity page - a new record is added each time the opportunity stage changes, and the End field of the previous stage is filled in automatically with the current date - so opportunity stage duration, stalling, and stage-to-stage conversion are answerable directly from this object. LeadInQualifyStatus is the equivalent object on the lead side, recording qualify-status transitions with their own start/end timestamps. Together these two objects are your primary source for every stage-duration and stage-conversion question in the dashboard. One behavior to be aware of on the opportunity side: if a stage is skipped - moving from stage 1 directly to stage 5, for example - the intervening stages are still logged as passed through. This does not apply to Leads.
Bulk email and ad audience objects. Bulk email sections track recipient-level engagement - sent, delivered, opened, clicked, bounced, unsubscribed, and Digital Ads carries its own audience/engagement records for ad campaigns. Helpful objects here are BulkEmailDailyStatistics and AdCampaignDailyInsights.
Submitted form object. This captures each landing-page form fill, including the source page and the UTM data attached to the submission.
Change log. Where no dedicated history object exists - for instance, if you want a full audit trail beyond what LeadInQualifyStatus provides - the Change log fills the gap. It records changes to business data and is disabled by default, so it must be turned on deliberately. Once enabled, you specify the object and the exact columns to log - for example, the Stage field on Lead or Opportunity. The result is a record of every add, modify, and delete on that field, viewable from the central Change log section or from the change history of a specific record. It's a supplementary tool rather than a dashboard-ready table.
Please note that logging a large number of objects and columns can reduce performance, so logging should be limited to the fields you actually need to track.
Opportunity link, and Lead source data. Each lead that converts references the Opportunity it produced, and the Lead record itself carries its source and channel fields. Together, these let you trace any piece of downstream pipeline back to where the underlying lead originated - the backbone of your source-performance reporting.
Opportunity Amount, linked back through Lead. Since Opportunity references its originating Lead and carries the Amount field, you can join Opportunity back through Lead to source and channel to roll up revenue by source. This is the mechanism for revenue-by-source and revenue-by-lead reporting, using only native objects.
Activity object. Activities carry a Lead lookup, so every call, email, or task worked against a lead is captured here. This is your record of nurturing effort - which activities, on which leads, how many - and it's the basis for identifying which nurturing patterns correlate with leads that go on to convert.
In the same way, it is linked to the Opportunity object.
Campaign link on Lead (extendable). The Lead object doesn't carry a direct Campaign reference by default beyond what's implicit in source/channel data. If you need to tie a lead explicitly to the specific campaign that generated it, the object can be extended with a lookup to Campaign.
Objects are extendable.
All of the objects described above - Lead, Opportunity, Activity, Contact, and the rest - are standard Creatio objects, and like any object in the platform they can be extended with additional fields, lookups, and relationships through the Object Designer. So if the native connections aren't sufficient for a particular question