Salesforce Reports are structured views of CRM data used to filter, group, summarise and analyse records such as leads, contacts, accounts, campaigns and opportunities. They are also the data source behind most Salesforce dashboard components.

Start with the business question

A good report is easier to build when the question is explicit. “Which campaigns create the most accepted pipeline?” requires different objects and filters from “Which reps have the most high-scoring open leads?” Choosing fields before defining the question often produces reports that are technically correct but operationally unhelpful.

Report types determine what can be joined

Salesforce report types define which objects and relationships are available to a report. If the relationship needed for the analysis is missing, adding more filters will not fix it. Custom report types can help when standard report types do not expose the required data model.

SalesWings fields can be used in Salesforce reporting

Scores, grades and other SalesWings data available in Salesforce can be included in reports alongside standard CRM fields. That can support analysis such as lead quality by source, score distribution, account prioritisation or campaign performance by downstream lead quality.

Reporting quality depends on CRM hygiene

Inconsistent campaign statuses, stale opportunity stages, duplicate accounts or incomplete source fields can all distort a report. When a report produces a surprising result, checking the underlying records and filters is often more useful than changing the chart.

Reports vs dashboards

Reports provide the detailed data and logic. Dashboards summarise one or more reports visually. For troubleshooting, start with the source report.

See our Salesforce reporting guide for detailed examples, and Salesforce marketing attribution and campaign reporting for the attribution use case.