Insights
Plain-language insights, anomaly callouts, key drivers and weekly digests.
Insights explain what the data shows in a sentence, with the numbers that matter highlighted inline. Each insight has a kind (positive, negative, neutral or anomaly) that describes the outcome, not the direction, so churn falling is positive. Every kind comes with an icon and a label, and highlighted metrics say their direction in words, so colour never carries the meaning alone. The blocks render the text you pass them: generate it however you like, on the server or ahead of time.
Feed
A list of insights, each with its kind, the topic, the sentence with its metrics highlighted, an optional "why" line of drivers and a link to explore.
Positive · Acquisition
Signups up 24% to 6,634, driven by organic search after the pricing page launch.
Why- Organic search+812
- Referral+264
Anomaly · Checkout
Checkout conversions dropped to 212 on Tuesday, 42% below what was expected. Traffic was normal that day.
Negative · Retention
Monthly churn rose to 3.1% from 2.6%, mostly among Starter customers in their first 60 days.
Why- Starter plan+0.6 pp
- Annual plans−0.1 pp
Neutral · Traffic
Mobile now accounts for 52% of sessions, the first week it has passed desktop.
Anomaly Callout
An unusual reading against the range it was expected to fall in, with the days outside it highlighted, the explanation and the likely causes.
Conversions fell to 212 on Tuesday and stayed low on Wednesday. Sessions and add-to-cart were normal, so the drop happened at payment, where card errors rose 4.2 points.
- Sep 22
- 212
- Expected
- 335–393
- Difference
- −42%
- Conversions
- Expected range
- Anomaly
| Day | Conversions | Expected low | Expected high | Note |
|---|---|---|---|---|
| Aug 29 | 286 | 263 | 309 | |
| Aug 30 | 300 | 264 | 310 | |
| Aug 31 | 340 | 316 | 371 | |
| Sep 1 | 333 | 317 | 372 | |
| Sep 2 | 352 | 318 | 373 | |
| Sep 3 | 357 | 319 | 374 | |
| Sep 4 | 338 | 320 | 375 | |
| Sep 5 | 284 | 269 | 316 | |
| Sep 6 | 304 | 270 | 317 | |
| Sep 7 | 355 | 322 | 378 | |
| Sep 8 | 339 | 323 | 379 | |
| Sep 9 | 350 | 324 | 380 | |
| Sep 10 | 366 | 325 | 381 | |
| Sep 11 | 352 | 325 | 382 | |
| Sep 12 | 286 | 275 | 322 | |
| Sep 13 | 304 | 276 | 323 | |
| Sep 14 | 368 | 328 | 385 | |
| Sep 15 | 350 | 329 | 386 | |
| Sep 16 | 349 | 330 | 387 | |
| Sep 17 | 369 | 330 | 388 | |
| Sep 18 | 367 | 331 | 389 | |
| Sep 19 | 293 | 281 | 329 | |
| Sep 20 | 302 | 281 | 330 | |
| Sep 21 | 376 | 334 | 392 | |
| Sep 22 | 212 | 335 | 393 | Anomaly |
| Sep 23 | 281 | 335 | 394 | Anomaly |
| Sep 24 | 368 | 336 | 395 | |
| Sep 25 | 379 | 337 | 396 |
- Card payment errors+4.2 pp
- iOS app−51%
- Sessions+1%
Key Drivers
What contributed to a change, as bars either side of zero. The summary sentence is built from the numbers: the change, the biggest driver and the biggest drag.
+1,2845,350 to 6,634
Signups up 24%. Biggest driver: Organic search +812. Biggest drag: Paid social −118.
- Organic search+812 (+15.2 pts)
- Referral+264 (+4.9 pts)
- Email+206 (+3.9 pts)
- Paid search+168 (+3.1 pts)
- Partnerships−48 (−0.9 pts)
- Paid social−118 (−2.2 pts)
Points are each segment's share of the change, as a percentage of last period's signups. They add up to the total change.
Weekly Digest
A headline, three takeaways and helpful or not helpful buttons. The buttons are toggles: press one again to take the feedback back.
Positive: Signups up 24% to 6,634. Organic search brought in +812 after the new pricing page went live.
Anomaly: Checkout conversions fell to 212 on Tuesday, 42% below expected, while card payment errors spiked.
Neutral: Mobile passed desktop for the first time, at 52% of sessions.