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Insights: Using the Acquisition dashboard
Insights: Using the Acquisition dashboard

Learn how to track user acquisitions in Insights.

Updated over a week ago

Insights is a closed beta feature. Only users who receive an invite can join the beta.

The Acquisition dashboard in Insights helps you monitor your website visitor and subscriber growth.

This includes key information on which growth channels are working to drive new audiences to your website and subscribe to your list.

Use the options above the Acquisition dashboard to:

  • Group your data by a specific time interval, i.e., on a daily, weekly, or monthly basis

  • Choose the date range for which you want to get data

Understanding the Acquisition dashboard


The number of unique people who have visited your website within the specified date range. In other words, repeat visitors aren’t counted.

Visitors are a combination of anonymously tracked users as well as identified subscribers.

NOTE: The visitor count isn’t affected by your subscribers or orders filters.


The number of new ConvertKit subscribers you gained within the specified date range.

NOTE: The signup count isn’t affected by your subscribers or orders filters.

Signup Rate

Formula: Number of subscribers / Number of visitors x 100%.

The rate at which your website visitors convert to ConvertKit subscribers within the specified date range. The higher your signup rate, the more effective your efforts are at getting you new email subscribers.

Signup Value

Formula: Revenue earned / Number of subscribers (both within the specified date range).

The average revenue you’ve earned from the subscribers you’ve gained within the specified date range. This can help you learn how effective your marketing funnels are and how much you can spend to acquire a new subscriber.

For example, a $10 signup value means you’re earning $10 in revenue for every subscriber you gain. This means if you want to invest back into your growth, you can pay as much as $4 to acquire a new subscriber and still make money.

Acquisition Channel

The number of visitors each channel has driven to your website at the specified time interval. This pie chart shows you how effective each of your channels is in driving traffic to your website.

The available channels and their definitions are:

  • search: Referral domain is a search engine, or utm_medium is "search"

  • email: Referral domain is an email client, or utm_medium is "email"

  • affiliate: utm_medium is "affiliate"

  • referral: utm_medium is "referral," or comes from another site that is not part of another channel.

  • paid: The query contains a tracking ID ("gclid," "fbclid," etc.), the referring domain is an ad platform, or utm_medium is "cpc," "ppc," or "paidsearch"

  • display: utm_medium is "display," "cpm," or "banner"

  • social: Referral domain is from a social media site, or utm_medium is equal to "social," "social-network," "social-media," "sm," "social network," or "social media"

  • direct: If the referrer is empty, or the referrer equals the host domain

Acquisition by Source

The number of New Subscribers you’ve gained in ConvertKit.

Click the Channel, Campaign, or Other tab to see which channel or campaign is driving more signups for you. This will help you hone in on where to focus more of your marketing efforts.

Landing Pages & Forms Attribution

This table takes a first-touch attribution approach to show you where your best subscribers are finding you.

First-touch attribution refers to the approach of giving credit to the first touch point a customer has with your brand. For example, let’s say one of your subscribers has this experience:

  1. Searches the phrase “How to be a creator”

  2. Clicks your blog post and reads it

  3. Sees your Instagram ad a few days later

  4. Clicks the Instagram ad

  5. Subscribes to your newsletter

  6. Purchases a product

In this case, the “search” channel and the blog post will be attributed to this customer as these are how they found your content.

Table view

This table will give you a cross-reference to the other reports in this dashboard. You’ll see the traffic, sign ups, purchases, revenue, and the signup value for each channel, page, or other filtering options.

You can also click each column to sort its values by ascending or descending order. This is helpful for seeing which channel or page converts at the highest rate, or which one brings in the subscribers with the highest signup values, for example.

Subscriber Journey

This gives you a visual representation of the path your subscribers typically take. Hover over each section to see what percentage and how many subscribers take a specific path.

Use the Subscriber Journey report to understand the actions users take, from the first point of contact until the time they make a purchase. You can also see the number of subscribers who exited the subscriber journey at each stage of it.

After that, take steps to minimize drop-outs along each stage of the subscriber journey.

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