Insights

When to use it

• “How many people signed up each day this month?”
• “What is our average order value, week by week?”
• “Which plan uses the export feature most?”
• “What share of visitors start a trial?” (two series and a formula)

For steps in order, use Funnels. For whether people come back, use Retention.

Build an insight

1. Go to Insights and click New insight. It starts as Any event counted as Total events, drawn as a daily line.
2. Under Series, pick an event. The picker lists Your events and Autocaptured ones, and you can type a name that hasn’t arrived yet.
3. Choose a measure, such as Unique people.
4. To narrow this series only, click Where and add up to five property filters.
5. Click Add series to compare another event on the same chart. You can have up to five series, lettered A to E.
6. Set the date range, source and segment in the filter bar. Those apply to every series.
7. Name it in the header and click Save.

A new series copies the one before it, counted as Unique people. So to compare “signed up” and “started trial”, add a series and change only the event.

Measures

The property measures ask for a Numeric property, and the picker lists only numeric properties seen on recent events. Send numbers as numbers (49, not "49") so they show up here.

Breakdowns

Click Add breakdown to split every series by a property. Choose Event property (such as Country or UTM source) or Person property, which uses each person’s newest traits from identify, such as plan. Then choose Top 5, Top 10 or Top 25. Everything else is grouped as Other.

Referrer and UTM breakdowns use the visit’s values. See Referrer and UTM.

Formulas

Click Add formula to combine series with letters, numbers, + − × ÷ and brackets. With two series it starts as B / A * 100, which is B as a percentage of A. You can give it a name, such as Signup rate. The formula takes effect when you press Enter or leave the field, and only once it reads correctly.

Charts and intervals

• Line, Stacked bar and Table show the metric over time.
• Bar, Big number and Pie total the whole range. Pie needs exactly one series, no formula, and a breakdown.
• Interval: Hourly, Daily, Weekly or Monthly. A range of a single day is always hourly, and Hourly works for ranges up to 31 days.
• Rolling window: 7-day or 28-day average or sum, with the Daily interval. Sums only apply to counts and sums.
• Cumulative adds each point to the ones before it. It works for Total events, Unique people, Sessions and Sum. Averages don’t add up, so it is unavailable for them.

Click a legend entry to hide or show a line. With Compare on, you get previous-period lines, a “was” figure, the change, and a Previous column in the table.

Drilling into a point

Click any point, or focus it with the keyboard and press Enter, to see what is behind it. Series counted by people open a list of people from the most recent 50 matching events. Other measures open the events themselves. You can’t drill into a formula line, into Other, or into a person-property breakdown.

Saving and sharing

• Insights are saved for the whole project. The list has All and Mine (the ones you made), with search and sorting by Recently updated, Name A–Z or Created.
• Unsaved changes appears in the header when you have edited a saved insight. Save overwrites it, and Save as new makes a copy.
• The whole insight lives in the page address, so you can paste the link to a teammate who is a member of the project.
• Export CSV downloads the table.
• Add to board works on a saved insight with no unsaved changes. The tile stays linked, so later edits show up on the board too.
• Deleting an insight removes it for everyone. Any board tile linked to it will say so. You can undo from the toast.

Tips and gotchas

• Charts are capped at 5,000 points. If you hit it, shorten the range, widen the interval or lower the breakdown limit.
• Hidden and merged events in Lexicon are folded out of the event picker. A merged name counts as the event it was merged into.
• A link that doesn’t quite fit is adjusted rather than rejected, and the page says what changed.

Recipes