# Standard reports, data views or tracking extracts

*Marketing Cloud Engagement Consultant Study Guide · Data Modeling and Management · Last updated November 3, 2026 · https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant/data-modeling-and-management/standard-reports-data-views-or-tracking-extracts*

How to pick the retrieval tool from the data a customer needs: aggregate reports and Intelligence Reports, SQL over six months of data views, granular tracking extracts, the APIs, and what the 730-day retention policy leaves reachable.

- Certification: Salesforce Marketing Cloud Engagement Consultant
- Exam section: Data Modeling and Management
- Study guide: https://www.certifyforce.com/study-guide/marketing-cloud-engagement-consultant

**Official exam objective:**

> Given a customer scenario, demonstrate the ability to differentiate when to use standard reports, data views, and tracking extracts.

## What the exam expects

- Choose between Email Studio tracking, standard reports, Intelligence Reports, SQL on data views, a Tracking Extract and the APIs from the requirement's granularity, history, automation and skill.
- Pick the system data view that holds a given email, journey or SMS fact, and know which views run only at the parent account.
- Configure a Tracking Extract by outputs and Include options, and know its range, time zone and Enterprise-level rules.
- Explain what the 730-day retention policy, the six-month data view window and Intelligence Reports history mean for a reporting plan.
- Key terms: **standard report** (pre-made Analytics Builder report, mostly aggregate); **data view** (system table queried with SQL in Automation Studio); **Tracking Extract** (Data Extract type that writes granular tracking files); **Intelligence Reports** (free campaign-level dashboards compiled by an automation); **retention window** (730 days of engagement data).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| REST API and tracking | Data view and tracking extract data isn't available through REST | [Retrieving Data Best Practices](https://help.salesforce.com/s/articleView?id=000355942&language=en_US&type=1) |
| Standard reports | Pre-defined filters and output, mostly aggregate, schedulable | [Retrieving Data Best Practices](https://help.salesforce.com/s/articleView?id=000355942&language=en_US&type=1) |
| Data view window | Previous 6 months, not configurable | [Retrieving Data Best Practices](https://help.salesforce.com/s/articleView?id=000355942&language=en_US&type=1) |
| Intelligence Reports history | Up to 90 days at first activation, then 2 years | [Intelligence Reports Data](https://help.salesforce.com/s/articleView?id=mktg.mc_dat_data_overview.htm&type=5&language=en_US) |
| Engagement retention | 730 days from June 16, 2025 | [Retention Policy Update](https://help.salesforce.com/s/articleView?id=002231187&language=en_US&type=1) |
| Journey email join | JourneyActivityObjectID = TriggererSendDefinitionObjectID | [Data View: Journey Activity](https://help.salesforce.com/s/articleView?id=mktg.mc_as_data_view_journey_activity.htm&type=5&language=en_US) |
| Tracking Extract range | Rolling 1, 7, 30, 60 or 90 days; Specific up to 30 days | [Configure a Tracking Extract](https://help.salesforce.com/s/articleView?id=mktg.mc_as_configure_a_tracking_extract.htm&type=5&language=en_US) |
| Multiple Data Extension List Data | Run the extract at the Enterprise level | [Data Extract Activity](https://help.salesforce.com/s/articleView?id=mktg.mc_as_use_a_data_extract_activity.htm&type=5&language=en_US) |
| Include GEO | Empty when the SAP was purchased through Salesforce | [Extract Outputs Reference](https://help.salesforce.com/s/articleView?id=mktg.mc_as_extract_types_reference.htm&type=5&language=en_US) |
| Contacts Without Channel Addresses | Extract type run in the parent business unit | [Contact Counts](https://help.salesforce.com/s/articleView?id=000393417&language=en_US&type=1) |

## Check yourself

- Which rolling ranges can a Tracking Extract use?
- When does Intelligence Reports refresh its data?
- Why should a team open a support ticket quickly when Intelligence Reports data goes missing?
- Which file format does a Tracking Extract produce when no format is entered?

## Sources

- [Best Practices for Exporting and Retrieving Data](https://help.salesforce.com/s/articleView?id=000355942&language=en_US&type=1)
- [January 2025 Retention Policy Update](https://help.salesforce.com/s/articleView?id=002231187&language=en_US&type=1)
- [Data Views](https://help.salesforce.com/s/articleView?id=mktg.mc_as_data_views.htm&type=5&language=en_US)
- [Data Extract Activity](https://help.salesforce.com/s/articleView?id=mktg.mc_as_use_a_data_extract_activity.htm&type=5&language=en_US)
- [Extract Outputs Reference](https://help.salesforce.com/s/articleView?id=mktg.mc_as_extract_types_reference.htm&type=5&language=en_US)
- [Configure a Tracking Extract](https://help.salesforce.com/s/articleView?id=mktg.mc_as_configure_a_tracking_extract.htm&type=5&language=en_US)
- [Overview of Data in Intelligence Reports](https://help.salesforce.com/s/articleView?id=mktg.mc_dat_data_overview.htm&type=5&language=en_US)
- [Data View: Journey Activity](https://help.salesforce.com/s/articleView?id=mktg.mc_as_data_view_journey_activity.htm&type=5&language=en_US)
- [Data View: Journey](https://help.salesforce.com/s/articleView?id=mktg.mc_as_data_view_journey.htm&type=5&language=en_US)
- [Understanding Contact Counts and Breakdown](https://help.salesforce.com/s/articleView?id=000393417&language=en_US&type=1)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 20 linked practice questions, and unlimited timed mock exams are included with the Marketing Cloud Engagement Consultant pack (USD $19): https://www.certifyforce.com/practice-exams