> ## Documentation Index > Fetch the complete documentation index at: https://docs.cliqo.io/llms.txt > Use this file to discover all available pages before exploring further. # Understand the Analytics screen > The four tabs of Reports › Analytics — RFM Matrix, Attribution, Performance and Insights: what each one shows, how to read it and what to do with it. 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. ## 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. | | Recent | Mid-term | Distant | | - | - | - | - | | **High value** | Champions | Loyal Customers | Can't Lose Them | | **Mid value** | Potential Loyalists | Needs Attention | At Risk | | **Low value** | New Customers | Hibernating | Lost | 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. > [!NOTE] > > 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. ## 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](https://docs.cliqo.io/en/relatorios/entenda-metricas.md). ### 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. ### What the tab shows * **Attributed revenue** and **Conversions** (attributed purchases) in the period. * The **Sales Cliqo could see** bar, split into three parts: | Part | What it is | What's missing | | - | - | - | | **Attributed to Cliqo** | A purchase after a click or interaction in a campaign or flow | — | | **Customers you know, another path** | The person is in your base but bought without clicking anything of yours in the period | A campaign that reaches them | | **Buyers Cliqo doesn't recognize** | The order arrived without an email saying who bought | Identification | 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. ### 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. ### 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 →**. ## 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. > [!TIP] > > 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**. ## 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. ## Next steps * [Understand Cliqo's metrics](https://docs.cliqo.io/en/relatorios/entenda-metricas.md) * [Reports by campaign and channel](https://docs.cliqo.io/en/relatorios/visao-por-canal.md) * [Install the pixel](https://docs.cliqo.io/en/lojas/instalar-o-pixel.md) This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.