How to read your first Sissel report

Before reading a total, confirm the workspace, date range, timezone and attribution model. Sissel’s main reports group results by outcome date, so a qualified lead appears when qualification happened even when the credited visit occurred earlier. The model controls credit; it does not change the underlying outcome count.

A ratio is only as dependable as both inputs. If spend is incomplete, qualified leads are unmapped or currencies differ, treat the ratio as incomplete rather than filling the gap with an assumption.

The performance view breaks spend and outcomes down by campaign or observed source. Filter to the outcome you are trying to improve, keep the same model, and compare rows with similar funnel jobs. A prospecting campaign and a branded search campaign can have very different roles even when one has a lower cost per qualified lead.

• Start with coverage

  Check how much spend, traffic and outcome evidence is actually represented.

• Use comparison periods carefully

  Seasonality, sales lag and small samples can make a short period misleading.

• Keep currencies separate

  Do not combine spend or revenue across currencies until you have an explicit conversion policy.

• Open the drill-down

  Inspect the journeys behind an unusual total before moving budget.

A journey is where an aggregate becomes checkable. Read it chronologically: the observed visit, the identity evidence, the received outcome, the attribution decision and any delivery attempt. The attribution explanation should name the selected touchpoint and why later or older evidence was excluded.

1. 1
   Confirm the visit

   Does the landing page, source and campaign match the actual test or customer path?

2. 2
   Confirm the identity link

   Is the website visitor connected to the CRM person by evidence you recognize?

3. 3
   Confirm the outcome

   Does the type, time and value match the source system?

4. 4
   Read the credit reason

   Is the touchpoint eligible under the displayed model and window?

5. 5
   Keep delivery separate

   A successful attribution result can still be off, suppressed, waiting or rejected downstream.

Deliveries shows what was sent, suppressed, retried or rejected. Tracking health covers collection, matching, connection status and data freshness. Use these operational views before assuming a falling campaign total reflects real market performance.

• No data

  There may not yet be enough activity to judge the setup.

• Warning

  The path is operating but coverage, freshness or configuration needs attention.

• Critical

  A collection, identity, connection or delivery failure is materially blocking the expected path.

• Suppressed

  Sissel deliberately did not send the outcome, with a recorded reason such as destination off or missing consent.

1. 1
   Check activation evidence

   Verify that the expected site, outcome source and ad connection are present.

2. 2
   Review coverage

   Count attributed outcomes, unattributed outcomes and the reasons for the gap.

3. 3
   Inspect five journeys

   Include credited, direct, outside-window and unlinked examples where available.

4. 4
   Compare one stable outcome

   Use qualified leads or sales rather than a mixture of funnel stages.

5. 5
   Record the decision

   Save the period, model, evidence limits and what you plan to test next.