Campaign analytics

Opening a campaign from the campaigns list takes you to its drill-down page. This page consolidates every metric tied to the campaign's associated forms and pages into a single view with three tabs: Overview, Journeys, and Source attribution.

#Overview tab

#KPI grid

The top of the page shows a grid of headline numbers for the campaign's active period:

Each KPI card shows the current period value and a delta against the previous equivalent period (e.g., prior 30 days if the campaign runs for 30 days).

#Funnel chart

Below the KPI grid, a horizontal funnel chart visualizes the conversion path from visitor to deal:

Visitor → Prospect → Lead → Deal

Each stage bar shows the absolute count and the step-over-step conversion rate. Hover a bar to see the exact numbers and the time period.

#Drop-off analysis

A vertical bar chart beneath the funnel breaks drop-off down by step. Each bar represents one associated form or funnel step, sorted by the order visitors typically encounter them. The bar height shows the percentage of visitors who exited at that step without continuing. Bars are colored by severity — high drop-off (above 60%) renders in red.

#Journeys tab

The journeys table shows the full resolution path for every session that touched this campaign, from anonymous arrival to identified contact to deal.

Each row represents one session and shows:

• Visitor ID — an anonymous session hash until the visitor submits a form
• Resolution event — the form submission that converted them from anonymous to known
• Contact — the CRM contact created or matched (links to the contact profile)
• Stage reached — the furthest CRM stage this contact has reached (Cold → Intent → Prospect → Lead → Deal)
• Deal — the linked deal, if one was created, with its current value
• Last seen — timestamp of the most recent tracked event

Click any row to expand it and see the full event sequence for that session: page views, field interactions, form submit, booking creation, stage changes.

#Source attribution tab

The source attribution tab breaks down where visitors came from across the campaign period.

• Traffic sources — a bar chart with counts and conversion rates per source: Organic, Paid search, Paid social, Email, Direct, Referral, Other
• UTM breakdown — a table of UTM parameter combinations (utm_source + utm_medium + utm_campaign) ranked by submissions, with conversion rate and pipeline value per row

Use this tab to evaluate which paid channels are generating leads that actually convert to deals, not just form submissions.

#Next steps

To adjust which forms and pages feed this campaign's data, edit the campaign in Campaigns. To understand funnel-level drop-off in more granular detail, open the linked funnel in Building funnels.