# What teams build in Prowork for operational and sales reporting > What reporting flows in Prowork actually do: consolidating channels, normalizing identifiers, and delivering the result on a schedule. Source: https://parabola.io/reports/reporting-visualization --- ## What gets built Reporting is the single largest category in the product, and what takes the time is almost never the analysis. It is getting sources that describe the same business event in different vocabularies to agree well enough that the numbers can be added together. Of the 139 companies whose usage went into this study, 123 run some version of this work in Prowork, spread across 2,957 flows that were active in the last 90 days. Grouping those flows by what each one actually does gives the breakdown below. Flows by build patternOperational Reporting1,948Sales Reporting872Promotional & Pricing Analysis50Website Performance48Ad Spend & ROAS Reporting39flows active in the last 90 days Operational Reporting is the largest of those patterns at 1,948 flows across 116 companies, with Sales Reporting accounting for another 872 across 95 companies. The grouping follows what a flow does rather than which team happens to own it, which is why one company often turns up in several of these rows at once, and the businesses building the most of them work in apparel, food and beverage, and health and beauty. ## Three of them in detail Three of those flows in more detail, described by what each one does rather than by who built it. Company names are withheld, so each is identified only by the size and category of the business running it. **A $1B+ logistics provider.** Consolidates quote requests, bookings, client conversion, new and winback customer ramping, active-client counts, shipment units, and revenue-per-shipment metrics for a defined customer segment. Built on Google Sheets, Salesforce, Snowflake. **A $50M+ logistics provider.** Keeps warehouse teams aligned on active inbound trucks, upcoming offloading dates, and overdue arrival expectations. Summarizes warehouse storage and handling charges by booking reference so operations and billing teams can review costs and follow up on exceptions. Built on Smartsheet. **A $100M+ operations-heavy business.** Provides fulfillment operations leaders with a consolidated dashboard of open pick tickets, SLA exposure, shipment errors, status volumes, recent shipment throughput, and inventory exceptions for a fulfillment site. Built on Snowflake, email attachments. ## What they have in common Read enough of these flows and the same shape keeps appearing. A flow pulls the same records from each system that holds a version of them, standardizes whatever identifiers are needed before those records can be joined at all, applies the comparison or the calculation as explicit logic, and then labels every row with an outcome so that the handful needing attention can be routed to whoever is able to act on them. What differs from one flow to the next is which single step genuinely calls for interpretation. Reading a supplier PDF, resolving a merchant name that never quite matches the ledger, or deciding which category a vague line description belongs in are all handled by AI steps inside the flow, while the matching rules, the tolerances and the thresholds around them stay explicit, since those are the parts a controller or an auditor will eventually want to read for themselves. Most of these run on a schedule or fire from a trigger rather than waiting for someone to remember to open them, and that is largely what separates a report describing what happened last month from a process that surfaces the problem while there is still time to do something about it. The sources they read from are worth noting, because they are rarely the tidy ones. Across the documented flows in this category the most common inputs look like this: Systems these flows read fromGoogle Sheets93Email attachments75Direct API31Snowflake16SharePoint14NetSuite14Shopify10Salesforce9documented flows reading each source Email attachments and spreadsheets sit at the top of that list on most pages, which is a fair description of where operational data actually lives once it leaves a system of record. ## Reporting prompts to start from - [Ad spend & ROAS reporting](https://parabola.io/use-cases/ad-spend-roas-reporting) — ROAS, or return on ad spend, is revenue attributed to advertising divided by the money spent to get it. - [Agentic visualizations and reports](https://parabola.io/use-cases/data-visualizations) — A visualization turns a table into something a person can read in a meeting: the right grouping, the right aggregate, sorted so the answer is at the top, in a chart type that… - [COGS analysis](https://parabola.io/use-cases/cogs-analysis) — Cost of goods sold is what it actually cost to deliver the units you sold. - [Commission & payout calculations](https://parabola.io/use-cases/commission-payout-calculations) — A commission or payout calculation turns fulfilled sales into what each person or partner is owed, by applying a fee schedule to the order lines that qualify. - [Custom email reporting](https://parabola.io/use-cases/email-dashboards) — Email reporting is the delivery half of a report: taking a table a Flow already produces and putting it in front of the people who need it, formatted well enough that they read it… - [Pipeline & CRM reporting](https://parabola.io/use-cases/pipeline-crm-reporting) — Pipeline reporting summarizes the open opportunities in a CRM — how many deals sit at each stage, what they are worth, who owns them, and how that has moved since last week. - [Promotional & pricing analysis](https://parabola.io/use-cases/promotional-pricing-analysis) — Promotional and pricing analysis measures what a discount or price change actually produced: revenue and margin during the promotion, set against a baseline of what the same… - [Retailer sell-through reporting](https://parabola.io/use-cases/retailer-sell-through-reporting) — Sell-through is the share of what you shipped into a retailer that has actually sold to shoppers. - [Sales & revenue reporting](https://parabola.io/use-cases/sales-revenue-reporting) — Sales and revenue reporting consolidates order activity from every channel into one clean set of numbers, rolled up the way the business actually thinks — by product category, by… - [Accounts receivable aging](https://parabola.io/use-cases/accounts-receivable-aging-report) — An accounts receivable aging report groups every open invoice by how long it has been outstanding — current, 1 to 30 days, 31 to 60, 61 to 90, and beyond — so a team can see at a… - [Sales channel consolidation](https://parabola.io/use-cases/order-consolidation) — Sales channel consolidation normalizes orders from every place you sell — direct storefront, marketplaces, retail, wholesale — into one schema, then stacks them into a single…