Data Lenses

Before you run your first report in SegMetrics, it helps to know which lens to start with. In this quick overview, we'll walk through each of the data lenses available — what they're built for and when to reach for them — so you can jump straight to the right report every time.

Watch this video below to learn more about how and when to use the different data lenses:

Full Transcription:

Where are your visitors coming from — and which ones are actually turning into leads and customers? The Acquisition lens gives you those answers in one place. Let me show you how it works.

Acquisition is your go-to lens for understanding top-of-funnel activity. It tracks web page views and unique visitors across your site and landing pages. But it goes further than just traffic — it also shows you which of those visitors became new leads, and how much revenue those new leads generated. It's the full picture from first click to first conversion.

Use Acquisition whenever you're asking 'who's finding me and where are they coming from?' It's perfect for evaluating landing page performance, comparing traffic channels, or understanding what your top-of-funnel looks like week over week. If you're running a new campaign or launching a new page, this is the first lens you'll want to check.

The Advertising lens is built specifically for paid traffic. It pulls in your campaign performance data so you can see spend, revenue, and return on ad spend — all in one report. Instead of jumping between your ad platform and your CRM trying to connect the dots, everything is right here. You can see exactly which campaigns are profitable and which ones are quietly draining your budget.

Use this lens any time you need to justify your ad spend — or cut what isn't working. It's great for weekly ad reviews, reporting to clients or leadership, or figuring out which campaign to scale next. Because it ties actual revenue back to specific campaigns, you're not just looking at clicks — you're looking at profit.

Deal Pipeline tracks the health of your sales process from first conversation to closed deal. You can see how many deals are open right now, which ones have closed, how many you've won, and — just as importantly — how many you've lost and where in the process they dropped off. It gives your whole sales pipeline a bird's-eye view in one clean report.

This is the lens to use for sales team check-ins, forecasting conversations, or whenever you want to understand the health of your pipeline. If deals are stalling at a particular stage, you'll see it here. If your close rate dropped last month, the data is right in front of you. No more building spreadsheets to figure out what's happening.

Engagement is designed for your existing contacts — the people already in your world. It tracks both email activity, like opens and clicks, and web behavior, like page visits. This gives you a real sense of your list health. Are people actually reading your emails? Are they coming back to your site? Engagement answers both questions at once.

Pull up the Engagement lens when you want to understand the quality of your list — not just the size. It's especially useful before a launch, when you want to know who your warmest contacts are. Or use it to spot contacts who've gone cold so you can run a re-engagement campaign before they unsubscribe.

Want to see exactly where people drop off in your marketing process? The Funnel lens lets you build a custom view of any sequence of steps — and see the conversion rate between each one.

The Funnel lens is totally customizable. You define the steps you care about — maybe it's landing page to opt-in, then opt-in to sales page, then sales page to purchase. Whatever your process looks like, you can map it out here and see exactly how many people make it from each step to the next. No more guessing where your funnel leaks.

This is the lens to use when you're optimizing a campaign or launch sequence. If you're seeing low conversion from one step to the next, you've just identified your biggest opportunity. Is your landing page converting but your sales page isn't? Now you know where to focus. Build the funnel around your actual process — not a template.

Got contacts moving through email sequences or automation workflows? The List Engagement lens shows you how they're progressing — and where they're getting stuck.

List Engagement is built for tracking your contact lists as they move through your marketing automation. Instead of just seeing a static snapshot of your list, you can see how contacts are flowing through each step — which ones are progressing, which ones have stalled, and where the biggest drop-offs are happening. Think of it as a progress report for your automations.

Use this lens when you want to evaluate the performance of a specific email sequence or onboarding flow. It's especially useful after launching a new automation — you can see in real time whether contacts are making it through the way you intended. If something's broken or underperforming, you'll catch it here early.

New Contacts tracks every new person entering your world and traces them back to the channel that brought them in. Organic search, paid ads, social media, referrals — it's all here. You don't just see how many new contacts you're getting, you see which channels are responsible for that growth. That's the difference between knowing your list is growing and knowing why.

Pull up this lens when you're evaluating a list-building campaign, reviewing monthly growth, or trying to understand what's driving a spike — or a slowdown — in new signups. It's also great for spotting seasonal patterns and benchmarking your current growth rate against past periods.

Nurture tracks contact tags as they're applied and removed through your marketing automation. If you use tags to move people through stages — like from 'new lead' to 'engaged' to 'sales ready' — this lens shows you how well that progression is actually working. You can see how many contacts have reached each tag stage and how long it's taking them to get there.

This is the lens for anyone running a nurture sequence or lead scoring system. Use it to audit your automation — are contacts actually reaching your 'sales ready' tag, or are they getting stuck somewhere in the middle? If your nurture sequence has multiple stages, this is the only way to really see if it's working.

The Orders lens ties every purchase back to the channel that started the customer journey. It shows you which traffic sources, campaigns, and pages are driving your actual revenue — not just your traffic. You get order count, total revenue, and average order value side by side, so you can see the full picture of which channels are sending you the best customers.

Use Orders any time the question is 'what's making me money?' It's your default lens for revenue reporting, campaign ROI reviews, or understanding which part of your marketing is pulling its weight. Filter by product, date range, or campaign to get as specific as you need. The answer to most revenue questions starts here.

Subscription tracks the three numbers that matter most for any subscription or membership business: your monthly recurring revenue, your churn rate — that's how many people are canceling — and your trial conversion rate, which shows how many free or trial users are becoming paying customers. These three metrics together tell you if your recurring revenue is healthy and growing, or quietly leaking.

Check this lens any time you want a pulse on your subscription business — weekly, monthly, or before any big business decision. It's especially important when something feels off. Did MRR flatten out? Did churn spike last month? The Subscription lens will show you exactly when it happened, so you can figure out why."