Overview, Traffic and Funnel

Kalman computes these three pages from the events it has received. Nothing is pulled from a third-party analytics tool. Until your plan is active, they show sample data.

Pick a date range

Each page has a range picker in its header. The choices are Today, 7d, 30d (the default), 90d or a custom range of up to 366 days. Days are counted in UTC.

vs previous is on by default. It compares each number with the period of the same length just before.

Overview

Click Overview in the sidebar. The page header reads Mission control.

Cost / approval and ROAS need acquisition in your package, and imported ad spend. See Acquisition and spend.

The page also has:

• A chart of sessions, purchases and approvals per day.
• Live: visitors with any event in the last 5 minutes. It refreshes every 15 seconds while the tab is open.
• Signal health: events received today, deliveries sent and failed today, and the time of the last delivery.

Traffic

Traffic shows sessions from your first-party tag:

• Tiles for Sessions, Visitors, Pageviews and Pages / session.
• A Daily traffic chart.
• Tables for Top landing paths, Referrers, UTM source, UTM medium, UTM campaign, Devices, Browsers and Countries.

Landing paths you've marked as sensitive show only as their pattern. If the tag hasn't sent a page view yet, the page says "No page views yet". See Install the tag.

Funnel

Funnel counts distinct visitors who reached each step in the range:

1. Page view
2. Intake started
3. Intake completed
4. Checkout started
5. Purchase
6. Provider approved

Each step counts the visitors who had that event in the range, so the steps aren't strictly in sequence. Bar width shows each step's share of visitors at the first step. Two side panels give Visit → purchase and Purchase → approval rates.

You can filter by product (All products) and by campaign (All campaigns). The campaign filter uses the UTM campaign on events.

If you use VWO, both Traffic and Funnel can compare experiment variants. See VWO experiments.

Traffic and Funnel need traffic, funnel and LTV analytics in your package. Without them, a lock shows in the sidebar.

Product LTV

Average LTV appears on Products (Products and aliases). For each product, it is net revenue from all its purchases and refills, minus refunds, divided by the number of distinct customers who bought it. It covers all time, not the selected range. A purchase counts toward a product only once it's matched to that product.