Marketing analytics consultant Barbara Galiza emphasizes the importance of selecting appropriate marketing reports to avoid costly decision-making errors, such as reallocating budgets based on misleading attribution models or overinvesting in low-value campaigns. The article demonstrates how to create three distinct types of marketing reports using Mixpanel, each tailored to assess different key performance indicators (KPIs) and suited to specific campaign stages within the marketing funnel. The first report focuses on top-funnel campaigns by tracking reach and new users through a first-touch attribution model. The second report evaluates the quality of reach in top- or mid-funnel campaigns by measuring user engagement indicators like sign-ups and pricing page visits. The third report, split into two types, assesses revenue generation for bottom-funnel campaigns using a last-touch model, and the impact of top-funnel initiatives on user-level revenue through a first-touch model. Galiza underscores the significance of aligning marketing reporting with real business metrics, such as lifetime value (LTV) and return on investment (ROI), to optimize marketing strategies and expenditures effectively.