# Overview

Freshpaint Insights provides a unified view of marketing performance across channels, enabling faster optimization and clearer measurement of business impact, without compromising compliance.

### Getting Started

In order to get started with Insights, you need to select the event(s) that represent(s) your mid- and low-funnel conversions in order to measure performance at key stages of your customer journey.<br>

A **mid-funnel event** is an action that shows a user has moved from awareness into active consideration, but has not yet converted.<br>

**Common mid-funnel events could be:**

* Appointment search (searching providers, specialties, locations)
* View provider profile (doctor or clinic detail page)
* View treatment or condition page (high-intent conditions, not blog content)
* Start appointment scheduling (but don’t complete)
* AddToCart (but not purchasing)
* Request more information or contact form submission
* Download patient guide or care prep material

A **low-funnel** **event** is the closest measurable step to actual revenue impact. It’s an action that represents clear commitment to receiving care, enrolling in a service, or initiating treatment.

**Examples of low-funnel events could be:**

* Appointment booked&#x20;
* Telehealth visit scheduled
* Procedure scheduled
* Patient registration completed
* Purchase

In the top right corner, the "Manage Conversions" button can be used to define your mid-funnel and low-funnel conversion events. Note that if multiple mid- and/or low-funnel events occur in the same session, we count one at most for each funnel stage. .<br>

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FLPzSnmoLbbcjBhMF0CAg%2FScreenshot%202026-03-16%20at%2010.41.25%E2%80%AFAM.png?alt=media&#x26;token=1527963e-b175-41d8-9d51-5f1c83eff9f8" alt=""><figcaption></figcaption></figure>

Conversion events are based on generated events tracked in your Freshpaint event library. You can change these events at any time to refine your funnel. The goal is to build a funnel that best represents your desired patient or customer journey.<br>

**An important note on updating events:**

* Autotrack-sourced events can be updated in the Freshpaint event library.
* GTM, precision, call-tracking-partner, server, and mobile events would be updated in their respective platforms

{% hint style="info" %}
The conversion metrics support a maximum of 20 mid-funnel and 10 low-funnel events.
{% endhint %}

{% hint style="info" %}
Mobile SDK Events are not currently supported.
{% endhint %}

### Connecting Ad Platforms for Spend Data

After defining your conversion events, you should connect your ad platform APIs in order to see CPA & Spend metrics. If you have separate Google Ads accounts, you will need to connect each one. In Insights, these will all fall under "Google Ads".

{% content-ref url="../../integrations/destinations/direct-response-ads/google-ads-conversion-api/google-ads-conversion-api-quick-start-guide" %}
[google-ads-conversion-api-quick-start-guide](https://documentation.freshpaint.io/integrations/destinations/direct-response-ads/google-ads-conversion-api/google-ads-conversion-api-quick-start-guide)
{% endcontent-ref %}

{% content-ref url="../../integrations/destinations/direct-response-ads/meta-insights/meta-insights-quick-start-guide" %}
[meta-insights-quick-start-guide](https://documentation.freshpaint.io/integrations/destinations/direct-response-ads/meta-insights/meta-insights-quick-start-guide)
{% endcontent-ref %}

Without these connections, you'll see clicks and conversions but not spend or cost-per-acquisition data.

{% hint style="info" %}
Note for agency-managed accounts: If your Meta ad account is managed by an agency, you may need to coordinate with them to grant the appropriate permissions before authenticating.
{% endhint %}

{% hint style="info" %}
Note for Google Ads Conversion API: You must enable the Google Ads API in your Google Cloud account before Freshpaint can pull spend and campaign data. If you don't have a Google Cloud account set up, you'll need to create one and enable the API. Contact your Google Ads administrator or IT team if you need assistance.
{% endhint %}

### Overview Page

Once you have defined your conversion events, you’ll start to see data populating in the Overview section, which tracks user progression through your conversion funnel and shows which marketing sources drive conversions.&#x20;

#### &#x20;Data Sources

The overview page combines data from two sources:<br>

**Freshpaint-calculated data:**

* Clicks: Landing Page Views with ad click IDs
* Conversions: From your Freshpaint event library
* Attribution: Which ad platform gets credit
* Cost per acquisition (CPA): calculation based on total spend + total conversions<br>

**Ad platform data (when connected):**

* Campaign spend
* Campaign names and structure

#### Attribution Models & Attribution Windows

**Attribution Model:** Determines which touchpoint gets credit for a conversion. Insights supports 5 different attribution models.

| Model                | Calculation Logic                                                                                                | Example (5 touchpoints)                                 | Best For                                                   |
| -------------------- | ---------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------- | ---------------------------------------------------------- |
| Last Touch (default) | 100% credit goes to the final touchpoint before conversion.                                                      | Touch 5 = 100%, Touches 1–4 = 0%                        | Best for understanding conversion capture.                 |
| First Touch          | 100% credit goes to the first recorded touchpoint                                                                | Touch 1 = 100%, Touches 2–5 = 0%                        | Best for understanding demand creation.                    |
| Linear               | Credit is split equally across all touchpoints in the journey.                                                   | Each of 5 touches = 20%                                 | Best when all touches matter equally.                      |
| U-Shaped             | Heavier credit to first and last touches ( 40% each). The remaining 20% spread equally across middle touches.    | Touch 1 = 40%, Touchs 2–4 = \~6.7% each, Touch 5 = 40%  | Best for valuing both discovery and conversion.            |
| J-Shaped             | Majority of credit to last touch (60%). Smaller credit to first touch (30%) and splits 10% among middle touches. | Touch 1 = 30%, Touches 2–4 = \~3.3% each, Touch 5 = 60% | Best for emphasizing conversion while crediting discovery. |

Freshpaint Insights are based on a **touch-based time cohorted analysis**.

**Touch-based time cohorted analysis** means you’re measuring results based on when someone first interacted with your marketing, not when they actually converted — so you’re asking "What conversions did our marketing from this time period eventually drive?" instead of “What converted during this time period?”

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FNV9w7ZDJzffpNV2JbyDW%2FScreenshot%202026-03-16%20at%2010.10.17%E2%80%AFAM.png?alt=media&#x26;token=1d1ddf6a-96b8-4097-bc48-a0b320f409c1" alt=""><figcaption></figcaption></figure>

For example: you can see from Feb 1- Feb 15, my ad spend drove 1,920 clicks and of those clicks drove 637 total conversions (which may have occurred later).

* This data is based on:
  * The specific **attribution model** you select. In this example we are looking at Last Touch, so only conversions driven by last touches in the timeframe are counted.
  * Specific **look back window**. Freshpaint’s default is 30 days
    * **Example:** User clicks an ad on February 1st and converts on February 15th → conversion is attributed to that ad
    * **Example:** User clicks an ad on February 1st and converts on March 15th → conversion is NOT attributed (beyond 30-day window)

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2Fwtrh39FQMWvAUm2wFUZv%2FChatGPT%20Image%20Mar%2012%2C%202026%2C%2012_27_31%20PM.png?alt=media&#x26;token=d792cfe8-a8be-46ce-b0b8-a0fe58905acb" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Freshpaint tracks interactions across all platforms, not just within a single ad platform, so you may not see the same number of conversions in Freshpaint as you do in the ad platform.
{% endhint %}

{% hint style="info" %}
Use the timeframe filter to controls which touch days (when users clicked or viewed ads) are included in the analysis.
{% endhint %}

### Key Visualizations

The Overview page provides three main visualizations to help you analyze your marketing performance: total conversions, a performance funnel chart, and a more detailed performance table.

You can use the filters at the top of the page to control what data appears across all visualizations.

#### Total Conversions

The Total Conversions card displays the aggregate number of low-funnel conversion events captured within your selected filters. This gives you a quick top-level view of overall performance.&#x20;

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FY8x2SZOQa7iKBVxpGfpa%2FScreenshot%202026-03-16%20at%2010.33.18%E2%80%AFAM.png?alt=media&#x26;token=8b43a7cd-f4b3-4f76-b2fe-4dfc52354205" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Total Conversions count may change based on which attribution model you select. Attribution models assign credit differently across touchpoints, so the same conversion may be included or excluded, causing your Total Conversions to change.
{% endhint %}

#### Performance Funnel Chart

A visual breakdown showing Impressions → Landing Page Views → Mid-funnel conversions → Low-funnel conversions by source. This helps you identify where drop-offs occur in your customer journey.

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FHwyQGO5pGSJtIpfXZMY4%2FScreenshot%202026-03-16%20at%2010.33.56%E2%80%AFAM.png?alt=media&#x26;token=ff6db503-2ac1-4d55-9270-48b7f322c101" alt=""><figcaption></figcaption></figure>

All of the data in this panel is powered by the Freshpaint pixel and your conversion event definitions; it is independent of any integrations you have done. The Freshpaint pixel is mapping where all of the click IDs are coming from for the supported ad platform sources to create this view, which currently include:&#x20;

**Paid traffic channels only**

* Google (includes spend data)
* Meta (includes spend data)
* Bing
* Reddit
* LinkedIn
* Tiktok
* Pinterest
* Twitter

**DSP and impression data included (via the Freshpaint Impression Pixel)**

* Basis
* The Trade Desk
* StackAdapt
* Viant
* MNTN

**Why do I see more conversions than landing page views for DSP traffic?**

If you're using a Demand-Side Platform (DSP) like The Trade Desk, it's normal to see more conversions than landing page views in Insights.

**What’s happening?**

With most DSP campaigns are optimized for **view-through conversions**, not just clicks.\
**Landing page views** only count when someone clicks your ad and visits your site.\
**Conversions (in DSPs)** often include users who:

* Saw your ad, which generates an impression
* Didn’t click
* Later visited your site and converted

Additionally, some display ads are not even clickable, e.g., all MNTN ads.

Because of this, many (or even most) conversions from DSP campaigns happen without a click, which means they won’t show up as landing page views.

**What this means for your data**

With some DSPs, it can be expected for **conversions > landing page views** for DSP traffic

* This does not indicate a tracking issue
* It reflects how some DSP attribution works (view-through heavy)

{% hint style="info" %}
To analyze which source dominates each stage based of the performance funnel, click on the integration name (e.g. Bing Ads) to toggle visibility.
{% endhint %}

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FH7z2j62bShJNcz9vncAj%2FMTA.gif?alt=media&#x26;token=f4a0e63b-f9d9-41b7-b9e9-e8ddd9e99eec" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
​Today the performance panel includes all journeys, but in the future we will enable the ability to filter by conversions with multi-channel journeys only (conversions with touches from at least 2 channels)
{% endhint %}

#### Detailed Performance Table

<figure><img src="https://1666823438-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-MA7aDqsXMFbUsWVqonF%2Fuploads%2FptKV1tAtUdvEIH4LZqAr%2FScreenshot%202026-03-16%20at%2010.37.48%E2%80%AFAM.png?alt=media&#x26;token=8bff3d61-4e9a-4d88-a65e-3e7f06cf8065" alt=""><figcaption></figcaption></figure>

**Sortable data by source showing:**

| Metric                 | What It Tells You                                                                                                                                                                                                                                                                                             | Data Source                 |
| ---------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------- |
| Impressions            | <p> # of times users view an ad.<br><br>Total number of impressions served, measured by the Freshpaint Impression pixel</p>                                                                                                                                                                                   | Freshpaint Impression Pixel |
| Landing Page Views     | <p># of times users are landing on your site from an ad click with a unique Click ID. </p><p></p><p>This might differ from Clicks in ad platforms, since some users may click on an ad but exit out before they land on your site.  </p>                                                                      | Freshpaint                  |
| Mid-funnel conversions | <p>Raw count, if more than one mid-funnel conversion occurs in a session, we only count it once. </p><p></p><p>For example, if you select PhoneCall and FormSubmit as mid-funnel events, and a user completes both of these events in a single session, this will count as 1 mid-funnel conversion.</p>       | Freshpaint                  |
| Low-funnel conversions | <p>Raw count, if more than one low-funnel conversion occurs in a session, we only count it once. </p><p></p><p>For example, if you select AppointmentBooked and Purchase as low-funnel events, and a user completes both of these events in a single session, this will count as 1 low-funnel conversion.</p> | Freshpaint                  |
| CPA ($)                | Cost per acquistion; This value is derived from the **Total spend** / **Low-funnel** conversions.                                                                                                                                                                                                             | Ad Platform / Freshpaint    |
| Total spend ($)        | Sum of your spend in the ad platform.                                                                                                                                                                                                                                                                         | Ad Platform CAPI            |

{% hint style="info" %}
CPA & Spend are only available via our supported Insights integrations, which currently include Google & Meta.
{% endhint %}