What is analytics in InstinctGTM?

Part 3 · Operate

Analytics

Where visitors to your site came from, who they turned out to be, and which channels bring the customers who pay.

01What it is

Six views of your own site, one at a time: an overview of the period, the journey from channel to revenue with your own funnels, each channel credited under five attribution models, the people the site has identified with their scores, the site itself, and what your customers pay. Every number opens the people and rows behind it.

02Why it exists

Most tools stop at the visit. The visit is the cheap part; what you need to know is which channel brought the people who became customers, and whether the channel that started a deal is the one that closed it.

So the screen follows a person from the first thing that reached them to the money they paid, and shows first touch and last touch side by side. When they disagree, both are true: one channel started it and another was there at the end. The other three models are rules you can check by hand, written beside the switch. None is learned from your data, and none ever claims to be.

A number you cannot open is a number you have to trust. Every count here opens to the people, their touches in order and the rows it was read from, recomputed from the same rows as the number, so the two always agree.

03How to use it

01Open Results, Website (Analytics, under Measure, while the new sidebar is off). If analytics is off for the venture, the founder turns it on from the card that shows, then installs the snippet from Setup.
02Pick the period at the top of any view; it stays as you move between views.
03On Overview, read the one thing worth acting on, then press any number for the people and rows behind it.
04With conversion accuracy on, Overview opens with each conversion checked against its source of truth: the share tracking caught, the share each ad platform took, visitors who declined cookies on their own line, and the likely cause where tracking is short. Press a number for the records behind it (see Conversion accuracy).
05On Journey, press a band of the flow, or a number in the table under it, to list the people in it. Filter by plan channel or campaign, and count people by their first or last touch.
06Under Your funnels, add the steps you want people to take, such as page /pricing then form_submit, with a window in days. Change or delete a funnel from beside it.
07On Channels, read first and last touch side by side, or switch to linear, position based or time decay. Group by source or by plan channel. Add what a channel costs each month under Costs you entered, and cost per customer appears.
08On People, open hot right now first. Each person shows their fit and activity scores, the signals behind them with the rows each rests on, everything they did, and each browser joined to them. Undo a join that is wrong.
09On Website, read pages, entry and exit pages, referring sites, campaign tags, devices, countries, scroll depth and forms. Press a count for the newest rows that make it up.
10On Revenue, read monthly revenue and how it moved, your customers with the channel that first reached them, activation by first channel, and the customers worth a check-in or an offer. Those are drafts in Deals; nothing is sent from Analytics.
11With the revenue forecast on, Revenue also shows the expected revenue for the next 30, 60 and 90 days beside MRR, with MRR projected from your own churn and expansion (see Revenue forecast).

04What good looks like

You give it: A customer reached by a LinkedIn post, then an X post, then the newsletter, then a cold email, who pays $10.00.
You get: First touch credits LinkedIn posts with all $10.00 and last touch credits cold email with all of it, and the customer is listed under where first and last touch disagree. Position based gives $4.00 to each end and $1.00 to each touch between; time decay gives cold email $4.12 and LinkedIn posts $1.25.
Why: Each model is a rule over the same ordered touches, and money is cut into whole cents that add up to what came in. Evaluation case 0003-position-four.

Derived from the rules in the code

05What weak looks like, and what it costs

You give it: Two customers won through cold email, with no spend recorded and no cost entered for it.
You get: The channel shows its customers and revenue, and cost per customer stays blank rather than reading as free.
Why: Cost per customer counts recorded spend and the costs you enter, and nothing else. With no cost it is never shown as zero. Evaluation case 0007-cac-only-real-costs.