When you add the data, the range for the data must include the cell with the data (which contains something like: <fieldname>) AND the cell immediately below. This will create a dynamic range which will expand to include all the appropriate cells after they are populated from Qlik.
Creating the level is unnecessary unless you want to build a calculated column in Excel.
My technique should be faster when rendering reports with lots of rows of data. The range for a normal table, not using the level technique which I assume you got from an NPrinting 16 tutorial, is the cell with the tag and the cell underneath.