Build a report from scratch
The report builder groups any synced source by the fields you pick and summarises it with the measures you pick. It is where every breakdown that is not on Prebuilt Analytics gets made, including anything with money in it. If you want channel figures under an attribution model rather than a breakdown of your own, read See which channels produced the most leads instead.
Before you start
Decide three things before you open the builder: which rows you want, which number goes in the cells, and which records to leave out.
Permissions required
Anyone in your workspace who can open the builder can save a report, and every saved report is visible to the whole workspace. There is no private report.
Build it
Open Intelligence Studio in the sidebar, under Reports & Intelligence.
Click Reports.
On the Intelligence Studio hub, and on the tab row at the top of every Studio page, the report builder is labelled Reports. The sidebar flyout under Intelligence Studio calls the same page Report builder.
Choose your source in the Data Source list.
Each connected tool prints its state beside its name — the synced record count, connected, or not connected. Marqiq Attribution is your own tracked form submissions. Unified (Cross-System) merges every source on email address. Each imported spreadsheet appears as its own source.
Changing the source clears your rows, columns, measures and filters. Set the source first.
Click a date range: 30d, 90d, 6mo, 1yr or 3yr.
It opens on 90d. Read the limit below before you rely on this — the date range applies to Marqiq Attribution only.
Find the field you want to group by in Dimensions.
Fields are grouped by category. Type into Search fields… to narrow the list. A field MarqIQ discovered in your synced data rather than one it ships with carries a CUSTOM badge.
Click the rows icon beside that field to send it to Rows (Group by).
Hover a field's two icons to see Add to Rows and Add to Columns. Add a second dimension to Rows to nest one grouping inside another.
Click the columns icon beside a second field to pivot it across Columns.
Leave Columns empty for a plain list. A field already in use is greyed out — one field cannot be in both shelves.
Click the plus beside a measure in Measures to send it to Values.
Every source offers a record count and a count of unique email addresses. The names follow the source: on Marqiq Attribution they are Submissions and Unique (by email); on HubSpot, Contacts and Unique (by email); on Unified (Cross-System), Unified Contacts and Unique People. Revenue measures are per tool: Total Revenue in HubSpot, Opportunity Amount and Closed Won Revenue in Salesforce, Revenue Attribution in Marketo, Revenue and Estimated Value in Dynamics.
Click a visualisation on the toolbar above the canvas.
Twelve are offered: KPI Cards, Table, Matrix / Pivot, Bar, Stacked Bar, Line, Area, Pie, Donut, Treemap, Funnel and Scatter. With Matrix / Pivot chosen, a Flat table tickbox appears on the right to drop the subtotal rows.
Type a name over the auto-generated one at the top left.
Until you type, the builder names the report after the source and the first row dimension. Save stays greyed out while the name is empty.
Click Save.
The button turns green and reads Saved, then the builder opens your library.
The date range only filters *Marqiq Attribution*
On a CRM source or on Unified (Cross-System) the date buttons change nothing — every synced record is read whichever one is lit. To bound a CRM report by date, add a filter on a date field instead, such as Create Date with > (after) and 2026-01-01.
Exclude records with filters
Filters run in your browser on individual records, before anything is grouped. They apply to every source the same way.
Click Add filter.
Pick a field from Choose field….
Pick a comparison.
Twelve are offered: contains, does not contain, is, is not, starts with, ends with, is empty, is not empty, and the four number-and-date comparisons > (after), ≥, < (before) and ≤.
Type a value, or pick one from the suggestions.
The suggestion list holds the 30 most common values that field actually holds, read from the first 20,000 rows loaded, so you pick a real value rather than guessing its spelling.
Choose Match ALL (AND) or Match ANY (OR) once you have more than one filter.
The toggle appears beside the Filters heading only from the second filter onwards. Match ALL (AND) is the default.
Note
A filter with no field, or with an empty value where the comparison needs one, is marked incomplete — ignored and left out. The report is never blanked by a half-typed condition.
Tip
Read the line above the chart. With no filter it reads the record count and the number of groups. With filters it reads how many of the loaded records matched, so you can see at a glance whether a condition cut too much.
Add a calculated field
Click Calculated field under Measures.
Type a name, such as Conversion %.
Type the formula, such as uniqueLeads / count * 100.
Only plus, minus, times, divide and brackets are supported. The grey line under the box reads Measure keys: and lists the first eight. You can name any measure on this source, including one that line does not show.
Click Add field.
Every measure in a formula must also be on the report
A name the formula uses that is not in Values resolves to zero. The calculation then returns a wrong answer, with no error to tell you. Add Submissions and Unique (by email) to Values first, then write the formula that divides one by the other. Dividing by zero also returns zero.
Report across two systems
Choose Unified (Cross-System) as the source. Records from every connected tool are merged on their lower-cased email address, and each tool's fields are named after the tool they came from — HubSpot Original Source, Salesforce Lead Source, Marqiq First Touch.
A violet line appears above the canvas to confirm you are in cross-system mode. Use it for comparisons between systems. Use the single-source view for everything else, because it reads far more records.
How many records a report reads
| Source | Records read | Which ones |
|---|---|---|
| Marqiq Attribution | Up to 50,000 | The most recent submissions inside the chosen date range. |
| A connected tool | Up to 50,000 | Read in record-id order, 5,000 at a time. Not newest first. |
| Unified (Cross-System) | 20,000 submissions and 20,000 contacts | Merged on email address, so the row count is lower than the sum of the two. |
| A spreadsheet | Up to 50,000 | The rows of that one file. |
Filters run after these records are loaded, so a filter never reaches past the cap.
Note
A chart draws at most 12 series. Anything past the twelfth is added together and drawn as Other. Switch to Table or Matrix / Pivot to see every one.
Note
Focus filters narrow a CRM source further. They are set on the Intelligence Studio hub and they apply to reports as well as to the intelligence engine, so a report can be smaller than the synced record count for that reason alone.
Where the builder stops
- There is no attribution model selector here. Group by First-Touch Source or Last-Touch Source instead.
- A date range cannot bound a CRM source. Use a filter on a date field.
- Save always creates a new saved report. The builder cannot save over the one you opened.
- There is no download, no share link and no scheduled send. Take the numbers off the screen, or add the saved report to a dashboard.
If it did not work
The canvas reads No records — adjust the date range or sync a data source
Why: The source returned nothing. On a connected tool an amber line usually names it: No <tool> records synced yet. On Starter the builder is removed from the sidebar, and a saved link that still opens it gets this same message with no explanation, because the request is refused behind the scenes.
Fix: Open Data Sources and run a sync. If the tool is not connected yet, connect it from Connected Tools in the sidebar — How connecting a tool works covers what it will ask for. If the source shows records and the builder still shows none, check your plan on Choose a plan and track your usage against its limits.
The canvas reads No records match the current filters
Why: Your conditions excluded everything. The message prints how many records there were before filtering.
Fix: Loosen one condition, or switch Match ALL (AND) to Match ANY (OR). A filter typed by hand against a code rather than the name shown on screen is the usual culprit — pick the value from the suggestion list instead.
The canvas reads Add at least one value (measure) to summarize
Why: The Values shelf is empty. Rows and columns alone have nothing to put in the cells.
Fix: Click the plus beside any measure in the left panel.
A revenue column is all zeros
Why: MarqIQ lists the measure because your tool defines the field. Your sync never found a value in it. A measure is listed whether or not it holds anything.
Fix: Open Unified field catalog in the sidebar, find the field, and check what it holds. If it is empty in the tool, no report can produce it.
A calculated field reads zero on every row
Why: A measure named in the formula is not in Values, so it resolved to zero.
Fix: Add every measure the formula names to Values, then re-read the column.
The date buttons make no difference on a CRM report
Why: They are expected to. The date range filters Marqiq Attribution only.
Fix: Add a filter on a date field with > (after) or < (before).
Saving made a second report with the same name
Why: Save always creates a new saved report. The builder cannot save over the one you opened, so a report you opened, changed and saved leaves the original behind.
Fix: Open Saved reports. Two cards with the same name are the original and your edit. Check which dashboards point at each one before you delete either.
An amber line says the report could not be saved
Why: The save request failed. Your layout is still on screen and nothing was stored.
Fix: Click Save again. The builder never reports a save it did not complete, so the layout on your screen is the only copy until the button reads Saved.
Next steps
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