Advanced Analytics
AI-powered analytics including anomaly detection, attribution modeling, cohort analysis, funnels, and predictive insights.
Advanced20 min readUpdated 2025-01-02
Advanced Analytics provides AI-powered insights for sophisticated marketers who want to deeply understand their performance and predict future outcomes.
Overview
Access advanced analytics from Analytics in the sidebar, then select the specific tool:
| Tool | Path | Purpose |
|---|---|---|
| Anomalies | Analytics > Anomalies | Detect unusual patterns |
| Attribution | Analytics > Attribution | Credit conversion sources |
| Cohorts | Analytics > Cohorts | Analyze customer groups |
| Funnels | Analytics > Funnels | Track conversion paths |
| Predictions | Analytics > Predictions | Forecast performance |
| Realtime | Analytics > Realtime | Live monitoring |
| Creative Intel | Analytics > Creative Intelligence | AI creative analysis |
| Reports | Analytics > Scheduled Reports | Automated reporting |
Anomaly Detection
AI automatically monitors your campaigns for unusual patterns.
Anomaly Types
| Type | Description |
|---|---|
| Spend Spike | Unexpected increase in spending |
| Performance Drop | Sudden decline in key metrics |
| CTR Anomaly | Click-through rate deviation |
| Conversion Anomaly | Unusual conversion patterns |
| ROAS Alert | Return on ad spend issues |
Severity Levels
| Level | Color | Action Required |
|---|---|---|
| Critical | Red | Immediate attention |
| Warning | Amber | Review soon |
| Info | Blue | Awareness only |
Anomaly Actions
| Action | Description |
|---|---|
| Acknowledge | Mark as seen, keep monitoring |
| Resolve | Mark issue as fixed |
| Ignore | Dismiss false positive |
| View Campaign | Go to affected campaign |
Summary Dashboard
| Metric | Description |
|---|---|
| Total Anomalies | All detected issues |
| By Status | Active, Acknowledged, Resolved |
| By Severity | Critical, Warning, Info |
| Top Affected | Campaigns with most issues |
| Trend | Improving, Worsening, Stable |
Attribution Modeling
Understand which touchpoints drive conversions.
Attribution Models
| Model | Description | Best For |
|---|---|---|
| First Touch | 100% credit to first interaction | Awareness campaigns |
| Last Touch | 100% credit to last interaction | Direct response |
| Linear | Equal credit to all touchpoints | Balanced view |
| Time Decay | More credit to recent touches | Long sales cycles |
| Position Based | 40% first, 40% last, 20% middle | Hybrid approach |
| Data-Driven | AI-powered based on your data | Best accuracy |
Report Contents
| Section | Shows |
|---|---|
| Channel Attribution | Credit by marketing channel |
| Campaign Attribution | Credit by campaign |
| Path Analysis | Common conversion paths |
| Avg Path Length | Touchpoints before conversion |
| Time to Convert | Average conversion time |
Generating Reports
- Select attribution model
- Choose date range
- Click "Generate Report"
- View channel and campaign breakdowns
- Analyze conversion paths
Cohort Analysis
Analyze customer groups over time.
Cohort Types
| Type | Groups By |
|---|---|
| Acquisition | When customer first purchased |
| Behavioral | Customer actions |
| Revenue | Spending tiers |
Retention Matrix
| Metric | Description |
|---|---|
| Cohort Size | Number of customers in cohort |
| Period Retention | % retained each period |
| Cumulative LTV | Lifetime value over time |
| Avg Order Value | Average purchase amount |
Customer Segments
| Segment | Definition |
|---|---|
| High LTV | Top lifetime value customers |
| At Risk | High churn probability |
| Champions | High value, frequent buyers |
| New | Recently acquired |
Segment Analysis
| Metric | Description |
|---|---|
| Segment Size | Customers in segment |
| Avg LTV | Average lifetime value |
| Churn Risk | Probability of leaving |
| Last Purchase | Recency indicator |
Funnel Analysis
Track and optimize conversion paths.
Building Funnels
| Step | Action |
|---|---|
| 1 | Click "Create Funnel" |
| 2 | Name your funnel |
| 3 | Add steps in order |
| 4 | Select event type for each |
| 5 | Save and calculate |
Event Types
| Event | Description |
|---|---|
| Page View | Visited a page |
| View Content | Viewed product/content |
| Add to Cart | Added item to cart |
| Initiate Checkout | Started checkout |
| Add Payment Info | Entered payment |
| Purchase | Completed purchase |
| Lead | Submitted lead form |
| Registration | Completed signup |
| Custom | Your custom events |
Funnel Metrics
| Metric | Description |
|---|---|
| Users | People at each step |
| Conversion Rate | % moving to next step |
| Drop-off Rate | % leaving at step |
| Avg Time | Time between steps |
Templates
Pre-built funnel templates:
| Template | Steps |
|---|---|
| E-commerce | View > Cart > Checkout > Purchase |
| Lead Gen | View > Form Start > Submit |
| SaaS | Visit > Signup > Activate > Subscribe |
Predictive Analytics
AI-powered performance forecasting.
Forecast Types
| Type | Predicts |
|---|---|
| Revenue | Future revenue based on trends |
| Conversions | Expected conversion volume |
| ROAS | Projected return on spend |
| Budget Impact | Effect of budget changes |
Forecast Output
| Field | Description |
|---|---|
| Predicted Value | Expected outcome |
| Lower Bound | Conservative estimate |
| Upper Bound | Optimistic estimate |
| Confidence | Prediction reliability (%) |
Budget Optimization
AI recommends optimal budget allocation:
| Field | Description |
|---|---|
| Campaign | Campaign name |
| Current Budget | Your current allocation |
| Recommended | AI-suggested budget |
| Change | Difference amount |
| Expected Impact | Projected improvement |
Recommendations
AI provides actionable suggestions:
| Priority | Action Required |
|---|---|
| High | Implement immediately |
| Medium | Review and consider |
| Low | Optional improvement |
Realtime Monitoring
Live campaign performance tracking.
Live Metrics
| Metric | Updates |
|---|---|
| Spend | Every 30 seconds |
| Impressions | Every 30 seconds |
| Clicks | Every 30 seconds |
| Conversions | Every 30 seconds |
Monitoring Controls
| Control | Function |
|---|---|
| Start Monitoring | Begin live updates |
| Pause | Stop updates temporarily |
| Refresh | Manual data refresh |
Alerts
Real-time alerts for:
- Spend exceeding thresholds
- Performance drops
- Anomalies detected
- Campaign status changes
Creative Intelligence
AI-powered creative analysis.
Creative Scoring
| Score | Range | Meaning |
|---|---|---|
| Overall | 0-100 | Combined quality score |
| Attention | 0-100 | Stopping power |
| Clarity | 0-100 | Message clarity |
| Relevance | 0-100 | Audience fit |
| Emotional Appeal | 0-100 | Emotional connection |
| Brand Consistency | 0-100 | Brand alignment |
Element Analysis
AI detects:
| Element | Details |
|---|---|
| Faces | Present, count |
| Text | Overlay text content |
| Colors | Dominant color palette |
| Product | Product visibility |
| Logo | Brand logo presence |
| CTA | Call-to-action text |
Fatigue Detection
| Phase | Description | Action |
|---|---|---|
| Fresh | New creative, performing well | Monitor |
| Optimal | Peak performance phase | Scale |
| Declining | Early fatigue signs | Plan refresh |
| Fatigued | Performance degraded | Replace |
A/B Test Analysis
Compare creative variants:
| Metric | Purpose |
|---|---|
| Statistical Significance | Confidence in winner |
| Lift | Performance difference |
| Sample Size | Data reliability |
Scheduled Reports
Automated report delivery.
Report Types
| Type | Contents |
|---|---|
| Campaign Performance | All campaign metrics |
| Ad Performance | Individual ad data |
| Audience Insights | Demographic breakdown |
| Budget Summary | Spend and allocation |
| Full Analytics | Complete data export |
Frequency Options
| Frequency | Delivery |
|---|---|
| Daily | Every day at set time |
| Weekly | Specific day each week |
| Monthly | Specific day each month |
Format Options
| Format | Use Case |
|---|---|
| Presentations, sharing | |
| CSV | Data analysis |
| Excel | Spreadsheet work |
Creating Reports
- Click "Create Report"
- Name the report
- Select report type
- Choose frequency
- Pick format
- Add recipient emails
- Set delivery time
- Save schedule
Managing Reports
| Action | Description |
|---|---|
| Pause | Temporarily stop |
| Resume | Restart paused report |
| Edit | Modify settings |
| Delete | Remove schedule |
| Send Now | Immediate delivery |
Recap
Advanced Analytics provides:
- Anomaly Detection - Automatic issue identification
- Attribution - Conversion credit analysis
- Cohorts - Customer group insights
- Funnels - Conversion path optimization
- Predictions - AI-powered forecasting
- Realtime - Live performance monitoring
- Creative Intel - AI creative analysis
- Reports - Automated delivery
Master these tools to make data-driven decisions and optimize performance.
Key Takeaways
- 1AI-powered anomaly detection with automatic alerts
- 2Multiple attribution models including data-driven
- 3Customer cohort retention and LTV analysis
- 4Conversion funnel building and optimization
- 5Predictive performance forecasting
- 6Real-time campaign monitoring
- 7AI creative analysis and fatigue detection
- 8Automated scheduled report delivery
Frequently Asked Questions
How accurate are the predictions?
Predictions include a confidence score (0-100%). Higher confidence means more reliable predictions. Accuracy improves with more historical data.
Which attribution model should I use?
Start with Linear for a balanced view. Use Data-Driven if you have enough conversion data. First Touch for awareness campaigns, Last Touch for direct response.
How does anomaly detection work?
AI analyzes your historical performance patterns and flags metrics that deviate significantly from expected values using statistical methods (z-scores).
Can I create custom funnels?
Yes! Build funnels with any combination of events. Use the custom event type for events specific to your business.
How often are scheduled reports sent?
Reports are sent at your specified time and frequency. Daily reports go out every day, weekly on your chosen day, monthly on your chosen date.
What triggers creative fatigue alerts?
AI monitors CTR trends, frequency, and efficiency over time. Declining performance combined with high frequency indicates creative fatigue.
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analyticsAttribution Modeling
Understand which touchpoints drive conversions with multiple attribution models including AI-powered data-driven attribution.
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