Overview
Data and Analytics Management covers the full life of org data. On the data side you choose between the Data Import Wizard, Data Loader, mass transfer and mass delete tools, plan exports and backups, and understand archival. You keep data clean with matching rules, duplicate rules and validation rules. On the analytics side you build reports on standard and custom report types, use formulas, bucket fields and joined reports, understand how the sharing model and folders shape what a report shows, and design dashboards with the right running user, filters and refresh.
The section exists because admins are the people who load, fix and report on data, and leadership judges Salesforce by its dashboards. It depends on the object relationships from Object Manager for report types and on the sharing model from Configuration and Setup for visibility.
How it's tested
Expect scenario questions with numbers and conditions: a record count, an object, a deduplication need, or a report that must include records without related children. Some ask what a user will see. The right answer comes from matching the stated volume, object, relationship and audience to the tool or report option that supports it.
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Pick the data tool
Record volume, object type and operation (insert, upsert, delete, export) decide between the Data Import Wizard, Data Loader and mass tools.
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Build the right report
A reporting requirement needs a standard or custom report type, a with or without relationship, a bucket field, a formula or a joined report.
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Who sees what
Report folder sharing, record access and the dashboard running user decide what a given viewer sees.
A manager wants a report of all accounts, including those with no opportunities, to find accounts with no pipeline. The standard Accounts with Opportunities report type returns only accounts that have opportunities. A custom report type with Accounts as primary and Opportunities set to with or without related records, filtered for missing opportunities, or a cross filter of accounts without opportunities, returns the full list. The word including is the clue.
Objectives 5
Official objectives from the Salesforce outline, in outline order.
6.1 Describe the considerations when importing, updating, transferring, mass deleting, exporting, and backing up data (Archival, Apex data loader, Import Wizard).Choosing the right tool to load, change, move, remove and protect data.
- What it means
- The Data Import Wizard is a browser tool for up to 50,000 records on common standard objects and custom objects, with built-in duplicate matching. Data Loader is a client application that handles larger volumes on all objects and supports insert, update, upsert, delete and export, including export of deleted and archived records. Mass Transfer Records changes ownership, Mass Delete Records removes selected record types in bulk, and the Data Export Service produces scheduled backup files.
- What to understand
- Volume, object and operation decide the tool: Data Loader for more than 50,000 records, for objects the wizard does not support, or for deletes and upserts on external IDs. Deleted records stay in the Recycle Bin for 15 days, and a scheduled export is a backup to keep outside Salesforce, not a restore button. Archival strategies move old data out of active use while keeping it retrievable.
- How it shows up
- A migration involves 200,000 records with an external ID, or a cleanup must remove old leads, and you choose the tool and operation.
- Common confusion
- The Import Wizard does not handle every object; opportunities and cases, for example, need Data Loader, so object support matters as much as volume.
6.2 Describe the capabilities and implications of data validation tools (duplicate and matching rules, validation rules).Preventing duplicates and enforcing data quality at save.
- What it means
- Matching rules define how records are compared (exact or fuzzy on chosen fields), and duplicate rules decide what happens when a match is found on create or edit: allow with an alert, or block, and whether to report. Validation rules evaluate a formula on save and show an error when it returns true.
- What to understand
- Validation rules run on every save, from the UI, imports, the API and automation, so a new rule can break integrations or data loads that send old values. Duplicate rules apply to the objects they are built on and can treat different users differently, such as blocking for most users while allowing an integration user with an alert.
- How it shows up
- Sales reps keep creating duplicate leads that match existing contacts, or a field must be required only at a certain stage, and you choose a duplicate rule or a validation rule.
- Common confusion
- Candidates write validation rules expecting them to stop duplicates; validation rules check the record being saved and cannot compare it against other records the way matching rules do.
6.3 Describe the options available when creating or customizing a report or report type (join objects together, with or without records, renaming the fields, formulas, bucket, join reports, chart settings, hide details, grouping totals, troubleshooting fields at a high level).Report types, formats, formulas, buckets and joined reports.
- What it means
- A report type defines which objects and fields a report can use. Custom report types start from a primary object and add related objects with either records that must have related records or with or without related records, and admins can rename and arrange fields for users. Reports can be tabular, summary, matrix or joined, and can add row-level and summary formulas, bucket fields, charts, groupings with subtotals and the option to hide details.
- What to understand
- A standard report type usually returns only parents that have children, so a list including records with no related records needs a custom report type with the with or without option or a cross filter. Bucket fields group values without creating a new field, and joined reports place blocks from different report types side by side. If a field is missing in the report builder, check the report type and field-level security first.
- How it shows up
- A manager needs a report including records without children, or wants deal sizes grouped as Small, Medium and Large without a new field, and you choose a custom report type or a bucket field.
- Common confusion
- The report type of an existing report cannot be changed, so a wrong choice means rebuilding the report on the correct type.
6.4 Describe the impact of the sharing model on reports (visibility, understand folder structure, sharing fields).Why two users see different rows in the same report.
- What it means
- Reports show only records the running user can access through the sharing model, and only fields that user can see through field-level security. Reports and dashboards are stored in folders shared to users, roles, roles and subordinates, or public groups with Viewer, Editor or Manager access.
- What to understand
- Folder access controls whether a user can open a report, not which records appear in it. Two users with access to the same report see different results when their record access differs, and a hidden field shows no data for a user without field-level access.
- How it shows up
- A manager shares a pipeline report and a rep reports missing rows, and you explain that sharing, not the report, limits the rep's results.
- Common confusion
- Giving a user Viewer access to a folder is often expected to expose all the report's data; it only lets them run the report against their own access.
6.5 Describe the options available when creating and modifying dashboards (for example: dashboard widgets, data sources, chart types/settings, subscribing, dynamic dashboard, org licensing limits, view dashboard as, schedule refresh, filters).Components, running users, filters and refresh.
- What it means
- Dashboards display components such as charts, gauges, metrics and tables, each sourced from a report, and use filters so viewers can narrow results. Each dashboard runs as a specific user, as the logged-in viewer (a dynamic dashboard), or lets authorized users view it as someone else. Users can subscribe to dashboards for scheduled refresh and email delivery.
- What to understand
- A dashboard that runs as a fixed user shows that user's data to every viewer, which can expose records viewers cannot otherwise see. Dynamic dashboards show each viewer their own data, but the number allowed depends on the org's edition. Most chart components need a source report with groupings, such as a summary or matrix report.
- How it shows up
- Each regional manager must see only their own region on one dashboard, and the answer is a dynamic dashboard running as the logged-in user.
- Common confusion
- Adding a dashboard filter does not restrict data by user; viewers can change the filter, and the running user still determines the underlying data.
High-yield concepts
The terms, rules and formulas this domain turns into questions most often.
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Data Import Wizard
A browser-based import tool for up to 50,000 records on supported standard objects and custom objects, with duplicate matching options.
- Remember
- It does not support every standard object or delete operations.
- Tested as
- Small imports of accounts, contacts, leads, campaign members or custom objects.
- Trap
- Choosing it for 200,000 records or for objects it does not support.
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Data Loader
A client application for high-volume insert, update, upsert, delete and export on all objects, including export of deleted and archived records.
- Remember
- Use it above 50,000 records, for upserts with external IDs, for deletes, or for unsupported objects.
- Tested as
- Migration and cleanup scenarios.
- Trap
- Assuming it applies duplicate matching the way the Import Wizard does.
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Data Export Service
A scheduled export of org data into CSV files on a weekly or monthly schedule, depending on edition.
- Remember
- Download files promptly, because each export file can be downloaded for only 48 hours after it is generated.
- Tested as
- Backup and compliance questions.
- Trap
- Treating a scheduled export as a one-click restore.
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Recycle Bin
Holds deleted records for 15 days, where they can be restored with most relationships.
- Remember
- After 15 days, or after emptying, records need a backup to recover.
- Tested as
- Accidental deletion scenarios.
- Trap
- Expecting it to restore deleted fields, which use the Deleted Fields list instead.
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Matching rules and duplicate rules
Matching rules define how to compare records; duplicate rules define whether to allow, alert or block when a match is found.
- Remember
- Duplicate rules can apply to some users and not others, and to create and edit actions separately.
- Tested as
- Duplicate prevention scenarios for leads, contacts and accounts.
- Trap
- Writing a validation rule to catch duplicates.
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Validation rule
A formula evaluated at save that blocks the record and shows an error when it returns true.
- Remember
- It fires for every source of saves, including imports and integrations.
- Tested as
- Conditional requirements such as a field required at a certain stage.
- Trap
- Writing the formula for the valid condition instead of the error condition.
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Custom report type
A report template defining a primary object, related objects with or without related records, and the fields shown to users.
- Remember
- It is needed when standard report types cannot include records without children or the required object combination.
- Tested as
- Reports that must include parents with no child records.
- Trap
- Trying to change an existing report's report type instead of rebuilding.
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Bucket field
A report-level grouping of values into categories without creating a new field.
- Remember
- Good for ad hoc groupings like deal size bands or regions from states.
- Tested as
- Reporting requests for categories that do not exist as fields.
- Trap
- Creating a new formula field when a bucket in the report would do.
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Row-level vs. summary formulas
Row-level formulas calculate a value per record row; summary formulas calculate from grouped totals.
- Remember
- Summary formulas need groupings; row-level formulas work on each record.
- Tested as
- Calculated columns or percentages in reports.
- Trap
- Using a summary formula where a per-row calculation is needed.
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Joined report
A report format that places blocks from one or more report types side by side, grouped by common fields.
- Remember
- It compares related data sets that a single report type cannot combine.
- Tested as
- Comparing cases and opportunities by account in one view.
- Trap
- Using it when a simple cross filter or custom report type would do.
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Report and dashboard folder sharing
Folders shared to users, roles and public groups with Viewer, Editor or Manager access.
- Remember
- Folder access lets a user open a report; record access decides which rows appear.
- Tested as
- Questions about why a user cannot open a report versus why rows are missing.
- Trap
- Granting folder access to fix missing rows.
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Dashboard running user and dynamic dashboards
A dashboard runs as a fixed user, as the logged-in user (dynamic), or lets authorized users view it as another user.
- Remember
- A fixed running user shows the same data to all viewers; dynamic dashboards are limited in number by edition.
- Tested as
- Security and personalization scenarios for executive and team dashboards.
- Trap
- Leaving a sensitive dashboard on a fixed executive running user for a wide audience.
Side by side
Concepts candidates mix up, compared on the point that decides the answer.
Data Import Wizard vs. Data Loader
| Concept | Meaning | Key difference | Common trap |
|---|---|---|---|
| Data Import Wizard | Browser tool for up to 50,000 records | Limited objects; built-in duplicate matching | Using it for large volumes or unsupported objects |
| Data Loader | Client tool for large volumes on all objects | Supports upsert, delete and export of deleted records | Expecting wizard-style duplicate matching |
Validation rule vs. duplicate rule vs. matching rule
| Concept | Meaning | Key difference | Common trap |
|---|---|---|---|
| Validation rule | Formula check on the record being saved | Blocks invalid values; cannot compare other records | Using it to stop duplicates |
| Matching rule | Defines how records are compared | Exact or fuzzy match on chosen fields | Thinking it acts on its own |
| Duplicate rule | Action when a match is found | Allow with alert, or block, per user and action | Forgetting it needs a matching rule |
Static running user vs. dynamic dashboard vs. view dashboard as
| Concept | Meaning | Key difference | Common trap |
|---|---|---|---|
| Static running user | Dashboard data from one fixed user | Every viewer sees that user's data | Over-sharing to a wide audience |
| Dynamic dashboard | Runs as each logged-in viewer | Each viewer sees their own data; edition limits apply | Building one copy per manager instead |
| View dashboard as | Authorized users choose whose view to see | Lets managers check others' perspectives | Assuming every viewer can switch users |
Report folder access vs. record access
| Concept | Meaning | Key difference | Common trap |
|---|---|---|---|
| Folder access | Who can open, edit or manage a report | Viewer, Editor or Manager on the folder | Granting it to fix missing rows |
| Record access | Which records the running user sees | Comes from the sharing model and permissions | Blaming the report for sharing limits |
Exam traps
Each trap is an answer that looks right. Learn the clue that should change your mind.
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Import Wizard for everything
- What candidates pick
- Use the Data Import Wizard to load 120,000 opportunity records.
- Why it looks right
- It is the friendly, built-in import tool.
- Why it's wrong
- The wizard caps imports at 50,000 records and does not support opportunities; Data Loader handles both the volume and the object.
Clue to watch for The record count exceeds 50,000 or the object is not on the wizard's list.
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Validation rule against duplicates
- What candidates pick
- Write a validation rule that blocks a lead if the email already exists.
- Why it looks right
- Validation rules block bad saves, which sounds like the goal.
- Why it's wrong
- Validation rules evaluate the current record and cannot search other records; matching and duplicate rules are designed for this.
Clue to watch for The requirement compares a new record against existing records.
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Standard report type for missing children
- What candidates pick
- Build the report on the standard Accounts with Opportunities type and filter for zero opportunities.
- Why it looks right
- The standard type already joins both objects.
- Why it's wrong
- That type returns only accounts that have opportunities, so accounts with none never appear; use a custom report type with or without related records, or a cross filter.
Clue to watch for The requirement says including records with no related records.
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Folder access for missing rows
- What candidates pick
- Give the rep Editor access to the report folder so all rows appear.
- Why it looks right
- The rep is clearly missing something tied to the report.
- Why it's wrong
- Folder access controls opening and editing the report; rows depend on the rep's record access through the sharing model.
Clue to watch for The user can open the report but sees fewer rows than the manager.
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Filter for security
- What candidates pick
- Add a region filter on the dashboard so each manager selects their own region.
- Why it looks right
- Filters make the dashboard look personalized.
- Why it's wrong
- Viewers can change the filter, and the fixed running user's access still determines the data, so others' regions remain visible.
Clue to watch for The requirement says each manager must see only their own data.
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New field for a grouping
- What candidates pick
- Create a formula field to classify opportunities as small, medium and large for one report.
- Why it looks right
- Fields are reusable and precise.
- Why it's wrong
- A bucket field groups values inside the report without adding a field to the object.
Clue to watch for The grouping is needed only for reporting, not for record logic.
Answer framework
For data and reporting scenarios, match the stated volume, object, relationship and audience to the tool before reading the options.
- For loads, note record count, object and operation; use the Import Wizard only for supported objects up to 50,000 records, otherwise Data Loader.
- For data quality, use matching and duplicate rules to compare records, and validation rules for conditions on the record being saved.
- For reports, check whether the requirement includes records without related records, and choose a custom report type or cross filter when it does.
- For visibility, separate who can open the report (folder sharing) from which rows they see (record access and field-level security).
- For dashboards, set the running user to match the audience, using dynamic dashboards when each viewer must see only their own data within edition limits.
Practice question
Want more like this? The Salesforce Admin practice test has questions for every domain.
Checklist
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Study strategy
Give this section the most time, because it carries the highest weight. Start with data tools: import a small file with the Data Import Wizard, then load and upsert a larger file with Data Loader using an external ID, and practice a mass transfer and a mass delete in a practice org. Write down the 50,000-record threshold and which objects each tool supports.
Next, build data quality controls. Create a matching rule and a duplicate rule, then a validation rule, and test both through the UI and an import to see where each fires.
High-priority reporting concepts are custom report types with or without related records, bucket fields, formulas and joined reports. Build one report of each format. Then log in as two users with different access and run the same report to see sharing in action, and share a folder with each access level.
Commonly underestimated areas are dashboard running users and dynamic dashboard limits. Build a dashboard, switch its running user, and note what changes for each viewer. Afterwards, practice questions with numbers and the words including, only or each, which usually decide the answer.
FAQ
Why is this the heaviest section?
Data and Analytics Management is 17% of the exam, the largest single weight in the current guide, which suggests about ten of the 60 scored questions as a planning estimate.
When should I use Data Loader instead of the Data Import Wizard?
Use Data Loader for more than 50,000 records, for objects the wizard does not support, and for operations such as delete, upsert by external ID or exporting deleted records.
What does with or without related records mean?
In a custom report type, it means parent records appear even when they have no matching child records. The default with option returns only parents that have at least one child.
Why do two users see different results in the same report?
Reports run against the viewer's own record access and field-level security. Folder sharing only controls who can open the report.
What is a dynamic dashboard?
A dashboard that runs as the logged-in user, so each viewer sees their own data. The number of dynamic dashboards is limited by edition.
How long should I study this section?
About 20 to 25 hours is a reasonable editorial estimate, split between hands-on data tools and building reports and dashboards as different users.
How does this section connect to Configuration and Setup?
Report results follow the sharing model and field-level security set there, and report folders are shared with the same roles and public groups.
Other CRM & Business Applications certifications
Where the same subject shows up in other exams. Cards marked "Same subject" open the matching domain.
Test your Domain 6 knowledge
You have covered import and backup tools, duplicate and validation rules, report types and formats, report visibility and dashboards. Check whether you can match volumes, relationships and audiences to the right option under exam timing.
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