Introduction
Salesforce reporting is a core feature for analyzing CRM data and making data-driven decisions. Understanding the types of reports available helps admins and developers choose the right format to surface insights quickly. Below is a concise guide to Salesforce report types, use cases, and best practices for building effective reports and dashboards.
Standard Report Types
Tabular Report
Tabular reports are the simplest form of report — a list of records with columns and rows, similar to a spreadsheet. Use tabular reports for simple lists, exports, or when you need raw data without grouping.
Use cases: Generate activity lists, contact exports, or quick lists (e.g., “Open cases assigned to me”).
Summary Report
Summary reports allow grouping of rows and provide subtotals and grand totals. You can group by one or more fields and add charts directly to the report. This is the most commonly used report type for dashboards and executive summaries.
Use cases: Sales pipeline grouped by stage, total revenue by owner, cases by priority.
Matrix Report
Matrix reports allow grouping by both rows and columns. This two-dimensional layout is ideal for cross-tab analysis, comparing related metrics across two dimensions.
Use cases: Revenue by region (rows) and product family (columns), lead conversion by campaign and source.
Joined Report
Joined reports let you combine multiple report blocks using different report types in a single view. Each block behaves like an independent report with its own columns, filters, and groupings. Joined reports are perfect for side-by-side comparisons and combining related datasets.
Use cases: Compare leads vs. opportunities, or sales vs. service metrics in a single page.
Other Reporting Features & Concepts
Beyond the primary report layouts, Salesforce provides additional features that expand reporting capabilities:
- Custom Report Types — Create tailored report schemas that include specific objects and relationships (including custom objects).
- Reporting Snapshots (Analytic Snapshots) — Capture and store historical data by running reports on a schedule to a custom object.
- Bucket Fields — Group report values without creating formula fields or new fields in the object.
- Cross Filters — Filter reports based on related objects (e.g., Accounts without Contacts).
- Row-Level Formulas — Add lightweight calculations directly in the report to compute values per row.
- Conditional Highlighting & Charts — Improve readability with visual cues and embedded charts in summary and matrix reports.
- Dashboard Components — Pin report charts and tables to dashboards for executive-level visibility.
- Dynamic Reports (Lightning Experience) — Use dynamic filters, enhanced charting, and Lightning components for interactive analysis.
Choosing the Right Report Type
Follow these quick rules of thumb:
- Need raw rows and export? — Use a Tabular report.
- Need grouping, subtotals, or charts? — Use a Summary report.
- Need to compare two dimensions? — Use a Matrix report.
- Need multiple datasets side-by-side? — Use a Joined report.
Best Practices
- Limit columns and filters for performance — fewer fields = faster reports.
- Use custom report types to include related objects and avoid unnecessary joins.
- Leverage scheduled reports and subscriptions to deliver insights to stakeholders automatically.
- Use dashboards to consolidate critical report visuals — keep dashboards focused and actionable.
- Document report definitions and owners to avoid duplicate or conflicting reports.
Example: Run a Report via REST API
To run a saved report programmatically, use the Analytics REST API. Example GET request:
GET /services/data/vXX.X/analytics/reports/{reportId}
Replace vXX.X with API version and {reportId} with the saved report ID.
Conclusion
Salesforce provides four core report formats — Tabular, Summary, Matrix, and Joined — each suited to different analysis needs. Combining report types with features like custom report types, buckets, row-level formulas, and dashboards enables powerful, tailored insights. Choose the format that best matches your analysis goal: raw data, grouped summaries, cross-tab comparisons, or multi-block comparisons.