The Integrous Analytics system enables two complementary reporting approaches, each designed for different business questions:
Cohort Reporting (using the Engagement object)
Best for: Measuring marketing campaign effectiveness and conversion rates
Shows: All Activations (new sales journeys) and the subset of Opportunities they generate
Business use case: "Which campaigns generate the most qualified leads that convert to opportunities?"
What's included: Source Attribution, sales progression (Stages 1-6), and outcomes for each distinct Sales Journey
Limitation: Doesn't include all Opportunities in the system (only those connected to Activations), similar to the "Leads with Converted Lead Information" stock report
Non-Cohort Reporting (using the Opportunity object)
Best for: Revenue analysis and ensuring all pipeline is accounted for
Shows: All Opportunities with source attribution and qualification data from connected Activations
Business use case: "What's the source breakdown of all revenue in our pipeline?"
What's included: All Opportunities with attribution data (Stages 1-6)
Limitation: Doesn't include all new sales processes generated (only those connected to Opportunities)
🛠️ Technical Detail: This approach is possible because the Integrous Analytics system stores sales progression data across both objects with bidirectional relationships:
Stages 1-3 fields are stored on the Engagement object and are layered onto opportunities via the Opportunity "Attribution Activation" relationship
Stages 4-6 fields are stored on the Opportunity object and are layered on Activation Engagements via the Engagement "Primary Opportunity" relationship
Why both approaches work together:
The dual architecture ensures you can answer both "How effective are our campaigns at generating sales processes?" (Cohort) and "Where did all our revenue come from?" (Non-Cohort) without sacrificing accuracy in either analysis.