Introduction

Insights visualizes and structures user data from your website, which is tracked using the Crownpeak front-end tracker. Insights helps you understand your customers and how they navigate through your website. Using the information provided by Insights, you can create merchandising rules or adjust configurations in the Merchandising Studio to optimize your most relevant KPIs with up-to-date customer data. This document guides you through the functionalities of the platform.

Main dashboard tiles

Accessing your Insights custom domain takes you directly to the main dashboard. The dashboard provides a clear, concise overview of key metrics at a glance.

• Revenue
• Click-through rate
• Search term performance
• A/B tests

Learn more:  You can find more information on how to use the main dashboard tiles to perform regular health-checks here.

Revenue

This tile shows the aggregated revenue depending on the source and the date range selected. You can inspect revenue from the following sources:

• Navigation: Revenue resulting from navigation-based user actions
• Search: Revenue resulting from search-related user actions
• Other sources: Revenue resulting from sources that can't be identified, such as social media links, Google search links, redirects or campaigns

Click-through rate

This tile shows the click-through rate (CTR) over your selected time span. The CTR is the quotient of views (PDP is loaded) divided by unique impressions (product appears for the first time in the user journey). You can inspect the CTR for the following categories:

• Navigation: The average number of clicks on a product (PDP), given a navigation category was visited (PLP)
• Search: The average number of clicks on a product (PDP), given a search term was searched (SLP)

Note: The CTR can be above 100%. A customer may choose to view multiple products (multiple views) from one navigation page (unique impression).

Search term performance

This tile shows a list of search terms and their performance. You can inspect the following categories:

• Worst performing search terms: Search terms with at least one result returned with at least 20 impressions
  • Metrics shown: Total number of impressions and view to total impressions rate
• Zero-result search terms: Search terms that returned no items (empty search)
  • Metrics shown: Total number of impressions

Note: If your chosen combination of reporting environments and locales includes multiple language, the reported numbers for identical search terms are aggregated, e.g. brand names. However, reported search terms are never translated. 

A/B tests

This tile shows all currently active A/B tests. For each test it shows the KPI that determines the winner for each A/B test, i.e. revenue by default. If a winner has been determined for a test, this is also indicated in the list. 

Warning: Winner, significance, and confidence levels are reported only at the FAS environment level. By limiting calculations to the FAS environment level, Crownpeak ensures highly reliable results for all tests.

Main dashboard actions

On the main dashboard, you can:

• Adjust the date range of the data shown.
• Select the FAS environment you are interested in.
• Set Global Filters to determine which data to inspect.

Adjust date range

Modify the date range of the data displayed on your main dashboard to show the time span most relevant to you.

Note: Insights data is updated twice daily. The data was last refreshed at shows the most recent point in time at which the data was refreshed that is relevant to the time range you selected.

Select FAS environment

Select which FAS environment you would like to inspect. This determines which locales and reporting environments are available as Global Filters.

Set Global Filters

Global Filters allow you to choose the data you would like to inspect in your Insights dashboard. The filters you set define the data shown in the entire dashboard, including the main dashboard, performance reports, and A/B Test reports. By default, if you do not choose any filter, all data reported for the chosen FAS environment is shown.

You can choose and combine any of the following options:

• Reporting environments: Each reporting environment corresponds to a tracker key used. Usually, one FAS environment includes multiple reporting environments. Formerly, you could only choose reporting environments to determine the data shown in the Insights dashboard, e.g. EN_UK.
• Locales: Locales are retrieved from the corresponding FAS query of a tracked activity and can correspond to countries and languages. Multiple locales can be used in a single reporting environment, e.g. the locale "EN_GB" and "EN_IE" are both part of the reporting environment "UK". At the same time a locale can be used in multiple reporting environments, e.g. "EN_US" is part of the reporting environment "US" and "Rest of World".

Warning: Locale data has only been collected since July 15, 2025. Thus, if you select a locale and a date range prior to July 15, no data will be shown.

You can only select reporting environments and locales if they available in your chosen FAS environment and if data has been collected for them in your chosen date range.

If you have chosen reporting environments or locales for which data with conflicting currencies has been collected, you are prompted to select a single currencies to be used in your Insights dashboard. All amounts in other currencies are converted to your selected default currency using the exchange rate of the day of reporting. Ensure you select the currency most relevant to you.

Performance reports

Performance reports offer more detailed information and stats. Navigate to a performance report by clicking Performance and then selecting a category.

Note: Performance reports only show items for which user interactions have been tracked in the selected time span.

Performance reports are available for:

• Search terms: Shows metrics for all entered search terms in the selected time span (see Note)
• Products: Shows metrics for all products available in in the selected time span
• Item campaigns: Shows metrics for all item campaigns in the selected time span
• Facets: Shows metrics for all facets in the selected time span
• Rankings: Shows metrics for all rankings in the selected time span

Warning: The rankings performance report does not exclude result modifications that might be applied on top of a ranking rule.

Learn more: You can find more information on how to best use and benefit from performance reports in Insights Workflow: Search term performance review and Insights Workflow: Ranking performance review.

For all performance reports you can:

• Adjust the date range of the data shown.
• Download the data in CSV-format using . The number of downloadable items is limited to 100,000.
• Customize the table using .
• Filter the performance report table using .
• Compare selected items.
• View detailed performance for single item (segmentation).

Customize table

Tailor performance report tables to display the metrics most relevant to your analysis.

Learn more: You can find more information on all the metrics provided in Insights in the Insights Metrics Definitions documentation.

1. On the Report page, click on the table settings icon .
   → A new window opens.
   
2. Select the metrics you want to see in the table.
3. Optional: Drag-and-drop metrics to reorder them in your preferred position.
4. Click Apply to save your changes.

Filter performance report

Filter performance report tables on any metric shown in the report table, without affecting your global filters. This allows you to, for example, view all low performing rankings at a glance.

1. On the Report page, click .
   → A new window opens.

   

2. Click Add Filter and select a filter. You can choose from the table metrics as well as reporting environment and locale. Select an operator and value.
3. Optional: Add another filter by clicking + Add a filter.
4. Click Apply.

Note: The operators available to you depend on the selected filter. For percentage-based filters, e.g. View conversion, you can enter numeric values such as "5", which are automatically interpreted as 5%.

Compare items

Compare multiple items from a performance report to evaluate their relative performance. The comparison is visualized in a more detailed line-graph.

1. On the Report page, select up to ten items.
2. Click . 
   → A new window opens. The graph shows the performance of the selected items based on the selected KPI. The table on the bottom of the page is equivalent to the table on the Report page but only shows the selected items.
   
3. Optional: Change the selected KPI.
   
4. Optional: Hide lines in the graph for chosen items by clicking on the respected label in the legend of the graph.
5. Optional: Remove one or multiple selected items from the comparison.
   
6. Optional: Customize table on the comparison page via .

Note: If you exit the comparison view, your item selection will not be lost.

View detailed performance for single item (segmentation)

Deep dive into performance data for a single item in a performance report to better understand how it performs over time and across different locales or reporting environments. For example, if a ranking shows a decrease in overall conversions, you can open its detailed view and check whether the decline occurs across all locales or only in specific ones. This helps you identify where targeted merchandising or relevance improvements may be required.

1. Open a performance report.
2. In the report table, locate the row you want to investigate.
3. Click Details for that row.
   → A detailed view opens for the selected item.
   
4. At the top of the detailed view, a time-based graph shows how the selected item performs over the chosen date range. Use the metric selector above the graph to switch between performance metrics.
5. Below the graph, a table breaks down the performance data by locale or reporting environment. Use the segmentation selector to switch between Locale and Reporting environment.
   → Review the table to compare performance across the displayed breakdowns. The top row shows a summary across all displayed locales or reporting environments.
   
6. Optional: Filter the table or use search to find a specific locale or reporting environment.

Note: Which locales or reporting environments are shown depends on the selections in your global filters.

A/B test reports

In this section you can explore all past and currently active experiments. You can view and download a full report for all experiments.

You can perform A/B tests to compare two scenarios of the same type. In this section you can view the results for the following types of A/B test:

• Search
• Campaigns
• Rankings
• Result modification

On the A/B test overview page, for both live and archived experiments, you can view all experiments from the selected FAS environment. Winners, significance, and confidence levels are calculated using data from the entire FAS environment selected, not from the data scope defined using Global Filters. By limiting calculations to the FAS environment level, Crownpeak ensures highly reliable and accurate results for all tests. 

For example, if you have an active A/B test that scopes multiple countries in Europe but have only selected the French locale (e.g. FR_FR), the winner, significance, and confidence level shown for the A/B test will be fore all European countries. You can view data specific to the scope selected in Global Filters, in this example the French locale, in the full report of an experiment.

Note: The primary KPI is set to revenue by default. The confidence is only shown for the primary KPI. 

Live experiments

In this subsection, you can explore all currently active A/B test on the selected FAS environment and view a full report for each experiment.

Note: Find more information on how to set up A/B tests here.

You can filter experiments with precision using labels. This allows you to instantly surface relevant data, for example during key initiatives, such as product launches or catalog changes. You can use multiple labels for more precise filtering (all selected labels must apply). 

You can find detailed information on the metrics shown here and in the full report in Insights into A/B testing.

View full report

The full report provides detailed information for each A/B test. On the overview page, click for the A/B test you would like to inspect further.

The full reports shows:

• A summary of the A/B test based on data from the entire FAS environment selected.
• A graph detailing how each variant evolved over time for a chosen metric based on the data scope selected in Global Filters .
• A breakdown of all metrics per variant based on the data scope selected in Global Filters .
• (For search only) A breakdown of all metrics per variant and search path based on the data scope selected in Global Filters.

Learn more: For more detailed information see Insights into A/B testing.

In the full report window, you can:

• Chose the metric you want to inspect in the graph by selecting it from the drop-down.
• Customize the Detailed Metric Reporting table.
• Add or edit a label.
• Write a note. 

Note: The first test case configured in Merchandising studio is regarded as the baseline.

Add or edit a label

Add labels to your A/B test to make it easier to search and filter experiments later, e.g. according to time period or scope.

1. On the full report page, type in a new label or chose a previously used one from the list of options.
   
2. Click Add.
3. Optional: Remove unwanted labels that have been added previously.

Note: Labels are case-sensitive with a length restriction of 50 characters.

Write a note

Leave a note for either yourself or your collaborators to document hypotheses, ongoing observations, or final conclusions.

1. On the full report page, click .
2. Leave a note and save it using the check mark button.
3. Optional: Edit an existing note.
   
4. Optional: Delete an existing note.

Archived experiments

In this subsection, you can explore all A/B tests on the selected FAS environment that have successfully finished. The archived experiments subsection provides an overview as well as full reports for all past experiments.

As with live experiments, you can filter archived experiments by assigned labels. Also for archived experiments, the winners, significance, and confidence levels are calculated using data from the entire FAS environment selected, not from the data scope defined using Global Filters.