Before you start
Plan: Ask a question and AI insights are available on Discover and above. They aren’t included in Lite.
Traffic data: Ask a question needs tracked visits to work. If you've just installed the tracking script, Ask a question is ready once the first visits come in.
Ask a question
Go to Web Insights and click Ask a question at the bottom of the left menu.
Type your question, or pick one of the suggested questions.
Click Generate answer.
You get a report with metric cards, a chart and a breakdown table, built from your Web Insights data.
Adjust your answer
Your answer works like the other Web Insights reports. You can change the Activity interval, switch between All traffic and Identified traffic when the answer shows both, apply filters, change the chart type, and search and sort the table.
Ask a question doesn't keep a conversation going. To change your question, edit it and click Generate answer again.
What you can ask about
Traffic by channel or source / medium, like organic vs paid
Campaigns, including UTM-tagged, Google Ads and LinkedIn Ads campaigns
Pages and landing pages
Identified companies by industry, size or geography
ICP fit and ICP segments
Changes over time, compared with an earlier period
Example questions
How are my campaigns performing?
Which channels are attracting my ICP audience?
What are my low-performing landing pages?
How much of my traffic fits my ICP?
Tips for better answers
Name a time period, like "last month", "last quarter" or "year to date". If you don't, the report uses the date range you have selected.
Mention ICP, fit or identified companies to see identified traffic. Otherwise the report covers all traffic.
Ask about one thing at a time. "Which campaigns bring ICP companies?" works better than a question that mixes pages, campaigns and industries.
What it can't answer yet
Pipeline, deals and revenue: not part of Web Insights yet. See Does Web Insights include attribution?
Questions outside your website data: like CRM activity or contact details.
Individual company names: Ask a question reports companies as totals. To see which companies visited, use Web Visitors.
If Ask a question can't match your question to a report, it tells you. Try asking again about channels, campaigns, pages or ICP segments.
AI insights
On Discover and above, each report shows an AI insights panel below the activity interval and filters. It reads the report you have open, points out what stands out, and suggests what to look into next. It only uses the data in that report.
Ask a question answers don’t include the AI insights panel.
Important: Web Insights uses AI to write answers and insights from your data. Check important numbers against the matching report before you act on them.
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