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Analytics

Analytics helps you understand what users are doing and how those behaviors change over time. You can measure raw event volumes, analyze step-by-step conversion, track trends and retention, and cross-tabulate behavior by properties. Most analyses can be saved to a board so your team can return to them without rebuilding the query.

The sections below describe each analysis type, what question it answers, and how to use it.

Events analytics​

Events analytics answers "how often is this happening, and to whom?" It shows event volumes over time and lets you break them down to find the patterns underneath the totals.

To use it:

  • Pick one or more events to measure.
  • View the volume over time to see how activity rises and falls.
  • Add a breakdown by property to split the totals — for example, by plan, platform, or country.
  • Apply behavior filters (did / did not) to focus on a relevant subset of users.

This is the right starting point when you want a quick read on how a single behavior is trending and what drives the differences.

Funnels​

A funnel answers "where do users drop off between steps?" It models an ordered sequence of events and reports how many users continue from one step to the next, surfacing the step-to-step drop-off along the path.

To use it:

  • Define the steps in order — for example, Viewed Product to Added to Cart to Checkout Completed.
  • Review the conversion rate and drop-off at each transition to find the weakest step.
  • Save the funnel to a board so you can monitor it over time (see Boards).

Funnels are ideal for understanding multi-step conversion flows and for prioritizing which step to improve first.

Trends answers "how is this metric moving over time?" It plots events or metrics as a time series so you can spot growth, seasonality, and sudden changes.

To use it:

  • Choose the events or metrics to plot.
  • Select the time range and granularity.
  • Compare multiple series on the same chart to see how they move together.

Use trends to track ongoing health metrics and to confirm whether a change had the effect you expected.

Cohorts​

Cohorts answers "do users keep coming back?" It groups users by when they first appeared (or first performed an action) and measures retention across the periods that follow.

To use it:

  • Define the action that places a user into a cohort.
  • Define the return action that counts as retained.
  • Read the retention grid to see how each cohort behaves over subsequent days, weeks, or months.

Cohorts are the tool for retention and stickiness questions, and for comparing whether newer cohorts retain better than older ones.

Pivots​

Pivots answers "how does behavior break down across two or more properties at once?" It cross-tabulates events by properties so you can read counts across a grid rather than a single breakdown.

The pivot builder is in beta. To use it:

  • Choose the event to analyze.
  • Select the properties to place on the rows and columns.
  • Read the resulting table to compare segments side by side.

Use pivots when a single property breakdown is not enough and you need to see how two dimensions interact.

note

Pivots are an early-stage builder. Behavior and options may change as the feature matures.

Boards​

Boards are dashboards where you save and organize your analyses. A board holds charts, funnels, and cards, giving your team a single place to check the metrics that matter.

To use boards:

  • Save an analysis — such as a funnel or trend — to a board by picking an existing board or creating a new one.
  • Arrange the board by moving and resizing cards so the most important views are front and center.
  • Revisit the board to track the saved analyses over time without rebuilding them.

When you save a funnel, you can choose "save to dashboard" and either select an existing board or create one on the spot.

Tips​

  • Build the audience first. If you find an interesting subset while exploring, capture it as a segment so you can reuse it for targeting and for future analysis.
  • Save anything worth watching to a board so trends stay visible to the whole team.