What is Insights?

Insights is a workspace for analyzing multiple events side-by-side in a single view. It lets you apply attribute-level filters, choose different trend calculations, and quickly make adjustments to spot patterns without bouncing between separate reports. Compared with standard Event Reports, which are ideal for deep dives into a single event, Insights is built for rapid comparison across events with flexible visualizations and quick iteration.

Who can access it

Anyone with permission to view Analytics in your workspace. If you don’t see it, ask your account admin to grant Analytics level access.

Create a new report (step-by-step)

To access the ‘Insights’ analytics, navigate to the analytics section and click on ‘Insights’ to view the Insight list. If you’re accessing it for the first time, you’ll immediately see a ‘Create New Insight’ button.

And, if you create an insight report, upon returning, you’ll see your most recent insight report by default. To create a new report, click the ‘Insight list’ dropdown. Here, you’ll find a list of your created insight reports, along with the ‘Create New Insight’ button. Click this button to create a new insight report.

Upon clicking, a Create Insight window will open. Initially, select a date range by choosing the time window you want to analyze (the default is the last 7 days). Next, you have the option to apply a segment filter, which allows you to generate insights reports for a specific group of users.

Adding events

Now that the primary purpose of insights is to analyze multiple events simultaneously, the next step is to achieve the same. You can easily add multiple events, along with multiple attribute filters and various trend types.

Let’s create an example insight report to better understand this feature.

Event 1

Let’s add the first event as the Product View. Also, let’s add an attribute filter by clicking the filter button right next to the Select Event dropdown. We’ve added the attribute “product_audience” “include” with the value “Men.”

You can click the delete button to remove the attribute filter or click the ‘+’ button to add multiple attribute filters.

Lastly, let's select the trend type from the ‘Select Event Trend’ dropdown.

Trend types (what they mean)

• Total Events: Count of event occurrences.
• Unique Sessions: Count of distinct sessions in which the event occurred at least once.
• Unique Users: Count of distinct users who triggered the event.
• Frequency per User: Average number of times each user performed the event in the period.
• Aggregate Properties: Aggregation includes sum/avg/min/max of a numeric property of the event (e.g., sum of revenue). Click here to learn more. 

For the purpose of explanation, let’s select “Total Events.”

Event 2

Let’s add another event by clicking the ‘+ Add Step’ button. You can add up to 5 events maximum. In the second event, let’s select ‘Order Place’. Let’s keep the event trend as ‘Total Events’.

Event 3

Now, let’s add one more event as ‘Payment Success’ with an attribute filter as ‘total_price’ ‘Greater than’ ‘100’. Keep the event trend as ‘Total Events’.

Breakdown

Lastly, we have an option to break down your insight report by specific event properties or properties. To do this, click the “Select Attribute” dropdown and choose an attribute, such as UTM parameters, traffic, location, device information, and more.

Once all done, you can click the ‘View Insight Report’ button to generate your report.

Insights Report Preview

Insights generates a time-series line chart that compares your events. The y-axis displays the event values, while the x-axis represents the date (daily by default). You can hover over the trend lines to obtain precise values.

You have the flexibility to adjust the time granularity to daily, weekly, monthly, or annual, depending on your specific needs. The colored icons below the graph indicate each event along with its trend type. By clicking these icons, you can toggle the visibility of an event’s view.

Comparison table

Below this, we also have a comparison table that displays events along with their trend type, the daily values of these events, and their average. If you adjust the time granularity to weekly, monthly, or annual, the table will adjust accordingly.

More trend types

If the default line chart isn’t the best fit, you can switch the visualization from the top-right dropdown. Options include:

1. Line with area:

This is the same as Line but with the area under each line shaded. The fill emphasizes magnitude without changing the underlying values, so it’s handy when you want trends plus a stronger visual sense of volume.

2. Line stacked with area:

All selected event trends stack vertically, so the top edge shows the combined total while each band shows specific event’s contribution. This is ideal when your events are complementary parts of a whole (e.g., traffic sources) and you care about both total volume and composition over time.

3. Column:

Vertical bars per time bucket (day, week, month, year). Columns make period-over-period comparisons easy and reveal differences in magnitude at a glance.

4. Column stacked:

Similar to column, but the bars are stacked vertically, one above the other, to represent the cumulative contribution of all events and the contribution of each event within each period. This visualization is particularly useful for comparing the composition of events across different time buckets.

5. Pie:

Pie charts offer a snapshot of the distribution of a specific period’s events. They are particularly useful for understanding the composition or overall contribution of events.

6. Table:

While comparison tables with time granularity are provided with the above charts, this specific table option is simply to get a total count of events within your chosen date range.

7. Metric:

This option shows KPI tiles of each event with total values to spotlight what matters most, like yesterday’s Unique Users performing the event, this month’s sum of total_price, or the current conversion-event count.

Other options

Edit

To edit your insight report, click the edit button as indicated below. You can make various changes, such as adding or removing events or attributes, altering the trend type, changing the date range, applying a segment filter, or breaking down the data by event property.

Pin to sidebar

If you frequently need to access your insights report, you can pin it to the sidebar for quick access in the future by clicking the ‘Pin to Sidebar’ button.

Rename

To rename your insight report, simply click the pencil icon located in the top right corner of the screen and assign a new name to your report.

Delete

To delete an Insight report, simply open the Insight list dropdown and click the delete icon next to the report you want to remove.

Quick recap

Insights gives you a fast, flexible way to compare multiple events side-by-side, filter at the attribute level, and switch visualizations to fit the question at hand. Create a report, add events with targeted filters, pick the right trend type, and optionally break down by key properties to surface patterns quickly. Use the chart or table views to turn raw events into clear, actionable answers.

Common recipes

Here are a few use cases to get you started with insights:

1. Campaign performance (UTM-led impact)

Set the date range to your active campaign window and add three events: Session Start (Unique Users), Signup Form Submit (Total Events), and Order Place (Aggregate sum of total_price, if applicable). Break down by utm_campaign(optionally utm_source or utm_medium) to see which campaigns drive reach, conversion, and value side-by-side. Use a Line chart (weekly granularity) to see trend lift after launches; switch to Column stacked to compare composition by campaign in each week.

2. E-commerce users journey (from interest to money)

Add Product View (Unique Users), Add to Cart (Total Events), and Order Place (Aggregate sum of total_price; also add attribute filter like total_price > 100 if you care about high-value orders). Apply an optional segment to contrast behaviors of specific group of users. Break down by device_type or os to surface UX issues, or by country for fulfillment constraints.

3. BFSI funnel quality (digital acquisition or policy issuance)

Track Eligibility Check (Unique Users), Application Started (Total Events), Document Upload (’Frequency per User’ to spot re-uploads/friction), Application Submitted (Total Events), and Approved/Policy Issued (Aggregate sum of loan_amount or premium_amount). Use a segment filter for channel (Digital vs Assisted/Branch) if captured. Break down by region, product_type, or risk_band (e.g., credit-score bucket) to see where value concentration occur.