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The Analytics screen brings together four readings of your base and your sales: who your customers are, where the revenue came from, how campaigns performed and when people buy. To open it: in the side menu, Reports › Analytics. There are four tabs at the top: RFM Matrix, Attribution, Performance and Insights. On mobile, the tab bar scrolls sideways.

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RFM Matrix

Splits your base into 9 segments by buying behavior. Rows are the value spent; columns are recency. The total of contacts mapped shows at the top. Each cell shows its share of the base, the Contacts, the Avg. order (the average spend of people in the segment who have bought) and the AMP Score, from 0 to 100: how much the segment interacts inside the email compared with how often it opens.
The matrix includes your whole base, not only buyers. People who haven’t bought yet sit in the Low value row — so New Customers, Hibernating and Lost can contain contacts with no purchase at all. Recency counts the last purchase or the last email open. By default, Recent is up to 30 days and Mid-term up to 60 days. The High value row also requires at least 3 paid purchases in the last 12 months.
What to do with it: click a cell. The side panel shows the segment description, the Recommended action by Cliqo, the Suggested template and the recommended Channel. The Create campaign for [segment] button opens the channel choice for a new campaign — the segment is not pre-selected; pick the audience inside the campaign. Below the matrix, Base distribution by RFM segment shows the size of each segment. In the panel, AMP Score by segment compares engagement across them. With no data to calculate, the tab shows No behavior data yet, with an Import contacts → shortcut.

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Attribution

Answers: how much revenue came from your campaigns and flows, and who bought. The general rules (a sale counts once, opens don’t attribute) are in Understand the metrics.

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The two controls

  • Attribution window — despite the name, this is the period you are looking at: the From and to dates, or the 7, 14, 30, 60 and 90 days shortcuts. It opens on the last 30 days.
  • Attribution model — Last click (credit goes to the last campaign clicked before the purchase) or First touch (credit goes to the first one).
How many days before a purchase a click still counts is shown in the How Cliqo measures revenue box (click to open it). With the 7, 14 or 30 days shortcuts, it is that same number of days. For any other period — 60 or 90 days, or dates you picked — it is 30 days. Only a click or an interaction counts; opening the email doesn’t.

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What the tab shows

  • Attributed revenue and Conversions (attributed purchases) in the period.
  • The Sales Cliqo could see bar, split into three parts:
When the split isn’t available, the last two show together as Unattributed. If part of the purchases arrives without identification, a notice at the top gives the percentage and offers Connect store: with the store integrated, the order carries the buyer’s email — no changes to your site.
  • Revenue by flow and campaign — the list sorted by revenue. Each row has the number and name, the channel badge (or Flow / Campaign), the send date, the touches and, when available, Took part: how many purchases the campaign had a click in, even without getting the credit. On the right, revenue and number of purchases.
  • The last row, Organic / other channels, adds up purchases with no tracked click or interaction in the period.

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See who bought

On each row, See who bought opens the buyer list: name, partly hidden email, the Click date, the Purchase date (and how long after) and the Amount. The earned the credit badge marks the purchases that add up to the campaign’s revenue. The others are greyed out: the campaign helped, but another one got the credit — so don’t add up the whole column. There’s a search by name or email, Download CSV and 25 buyers per page. timeline opens the contact.

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When the tab is empty

The screen explains why instead of showing zero: the pixel saw sales, but none came after a campaign click (with a shortcut to Orders); the pixel is active and there has been no sale yet; or the pixel sent no signal — No attributed conversions yet, with Set up pixel →.

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Performance

  • The highlight is the AMP interaction rate: interactions inside the email divided by opens, across campaigns.
  • Performance by campaign lists the campaigns sent in the last 30 days (fixed period). The columns are abbreviated: sent, open (open rate), click (click rate), amp (AMP interactions) and, in green, the revenue.
  • With no campaigns in the period: Send your first campaign to see data here, with a New campaign button.
Opens are estimated (Apple Mail opens emails on its own). Compare campaigns by clicks and interactions. To see email and WhatsApp side by side, use Reports › By campaign.

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Insights

  • When your customers buy — a day of week × time of day grid (late night 0–6h, morning 6–12h, afternoon 12–18h, evening 18–24h) over the last 30 days, in your store’s timezone. Switch between Orders and Visitors and filter (All or Identified in Orders; All, Known or Customers in Visitors). A sentence at the top names the best day and time band — only with at least 30 orders in the period, and only when the leader converts at least 15% better than the runner-up; otherwise it says it’s a tie. With few orders, See 90 days → appears. Use it to choose when to send.
  • What they’re looking at — the most viewed products over 7, 14 or 30 days (up to 50), with Visits, the change vs previous period and the Out of stock and New badges. It also counts visitors who haven’t identified themselves yet. Download CSV exports the list. Use it to pick the theme of your next campaign.
  • How Cliqo counts — what a visitor, a known visitor and a customer are, and why the sum of the days doesn’t match the period total.

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Next steps