Insights

Attribution Coverage

Attribution Coverage is the percentage of sessions in the period that have a usable attribution signal — anything other than Direct/Unknown. A high Coverage percentage means most of your traffic is classified to a named channel. A low percentage indicates that UTM tagging is incomplete, or that a significant volume of traffic is arriving with no referrer and no UTM parameters. Coverage includes a period-over-period change figure so you can track whether it is improving.

Attributed Revenue

Real monetary totals, by currency, for conversion events that recorded a genuine value. Currently populated automatically from WooCommerce order totals and from any custom hook call that passes a non-zero value. Attributed Revenue is strictly real money — it is never combined with estimated values.

Estimated Conversion Values

If you have assigned estimated values to non-monetary conversion types (form submissions, comments, custom events), those estimates are shown here as a separate, clearly labelled total. Estimated values are never aggregated with real revenue. The distinction is explicit throughout the interface.

Attribution Health Score

A single 0 to 100 score composed of three measured components:

• Coverage — what share of sessions are attributed to a named channel
• UTM completeness — what share of paid traffic carries UTM parameters
• AI taxonomy activity — whether AI Referrer traffic is being detected

A fourth pass/fail check confirms whether conversion tracking is configured at all. The score is a diagnostic tool, not a KPI — it tells you where the attribution setup has gaps, not how good your traffic is.

How People Convert

A plain-English panel answering the question most attribution reports leave implicit: how much does a visitor need to explore your site before they convert? The panel shows:

• A sentence identifying which channels convert visitors quickly and which require more browsing
• Average pages viewed before converting, by channel
• First page viewed versus last page viewed before converting, by channel — the closest thing this product offers to first-touch versus last-touch attribution, correctly scoped to pages rather than channels

What Insights does not do

Insights does not perform multi-touch, first-touch, or last-touch attribution at the channel level. A session's channel is fixed at the first page of a visit and does not change, so a first-touch versus last-touch channel comparison would always return the same answer. It does not track visitors across multiple separate visits. Real revenue is currently limited to WooCommerce and custom hook integrations.