1. Introduction

Definition

The Analytics (Analyze) section is a Leeloo.AI platform module that aggregates and visualises performance data across all your marketing and sales activities. It surfaces the effectiveness of sales funnels, lead generation tools (LGTs), traffic sources and ad campaigns through key metrics (CAC, LTV, ROI, conversions, average order value, net revenue), and lets you manage expense data and pull ready-made reports.

Analytics is a read-only consumer: the module never creates its own entities and does not interfere with funnel logic. It reads data from Sales Tunnels, LGTs, Traffic Sources, Expenses, Facebook Marketing Account and the Client’s Card, presenting it as tables, charts and consolidated reports.

B2B operator (marketer, head of sales, business owner) uses Analytics to evaluate channel payback, compare funnels, decide whether to scale up or shut down campaigns, and track key metric dynamics over time.

B2C client does not interact with Analytics directly, but every action — viewing an LGT, subscribing, placing an order, making a purchase — becomes a data point that feeds the analytics metrics and shapes the funnel performance picture.

From the Client’s Card, Analytics reads subscription, order and sale data along with the client’s funnel/LGT/traffic-source attribution — these fields are used to compute CAC, LTV, ROI and other indicators.

After reviewing this guide you will understand

• what data is available in the Tunnels, Expenses, Facebook, Reports and Messages tabs;

• how to switch between the three funnel-analytics display modes: Table, Table and Chart, Chart;

• how to configure table columns and select metrics for funnel comparison;

• how the key metrics are computed: CAC, LTV, ROI, average order value, conversion, net revenue;

• how to connect a Facebook Marketing Account and synchronise ad campaigns with funnels;

• how to add expense data manually and how it affects payback calculations;

• what limitations the module has (e.g. deleted objects are not shown).

Purpose

The Analytics section is the single point of effectiveness measurement for every acquisition and sales channel in Leeloo.AI. Its USP — collect data from dozens of sources (funnels, LGTs, traffic sources, Facebook Ads, offers, payments) into a single interface with transparent formulas and end-to-end period filtering.

At the Analyze stage the module solves the B2B operator’s job: answer the question "which channel, funnel or LGT generates more revenue relative to spend" and decide where to invest. The job — assess ROI/CAC/LTV across channels and decide where to allocate the ad budget and which campaigns to stop.

2. Sales Tunnel Analytics

The Tunnels tab is the main workspace of the module. It surfaces the effectiveness of sales funnels, lead generation tools and traffic sources that belong to them, as well as the overall company performance.

The Tunnels tab offers 3 display modes:

1. Table — a table format where you can select up to 21 key performance indicators for the entire period or a specific timeframe;

2. Table and Chart — a summary chart showing Subscriptions, CAC, LTV plus a table with up to 4 selected indicators;

3. Chart — visual charts generated for the selected parameters, used to compare funnels side-by-side.

Each display mode lets you view analytics either for all funnels over the entire platform usage period, or for a specific funnel, LGT or traffic source for a chosen timeframe. Analytics for deleted objects cannot be viewed.

2.1. Table

Total — displays the sum of all data from all funnels over the company’s lifetime. Even if you delete a funnel, its data remains in the Total value:

Below Total is the list of company funnels. Newly created funnels will not appear in the table until they receive data (e.g. at least one click on an LGT link). Once data is collected, the funnel will appear in the table within 1–2 minutes.

To view LGT analytics, click on a funnel name — the list of lead generation tools will expand. The LGT type (link, widget, etc.) is displayed before the LGT name.

Statistics for a lead generation tool are formed from the traffic sources linked to it. To open traffic source analytics, click on the lead generation tool name. Two traffic source groups will be displayed:

• FB — traffic source created as a result of inserting an LGT link into a Facebook ad;

• LEELOO — traffic sources created manually inside the LGT constructor, plus the default traffic source created automatically when an LGT is set up.

The default and manually created traffic sources will be displayed:

The funnel-effectiveness table contains 21 indicators. Data is added automatically depending on the stage the client reaches within the funnel. For example, a website visit (via a widget) adds +1 to Views; clicking on a widget button adds +1 to Clicks, and so on.

Column display is configured via the "Column Settings" button. The table layout adjusts based on the indicators you select.

2.2. Table and Chart

In this mode the Subscriptions and CAC & LTV charts are displayed. By default data is shown for the entire company history, along with a table containing up to 4 selected metrics. When you select a specific funnel or LGT, the charts and table reflect data for that object only.

You can also add a comment, which is saved permanently and cannot be edited or deleted. The comment is shown at the nesting level where it was created: a comment written in a funnel’s analytics is visible only there; a comment written in a specific LGT or traffic source analytics is visible only at that level.

2.3. Chart

In this display mode you can generate resulting charts for all funnels or pick specific funnels for comparison.

1. Select a tunnel.

2. Specify the fields for comparison.

3. Click the "Compare" button.

Once the chart is generated, view the result:

3. Expenses

The Expenses tab lets you add expense data to the system manually and surfaces the key payback metrics computed from that data. Below is the metric set with formulas.

• Reach — a click on the LGT link, the website with a widget, a form or a popup: all / unique — counts only the first click in the same browser (if cookies are not cleared).

• Impressions — number of hovers (on mobile — taps) on a widget button, clicks on a popup button, openings of link-type LGTs or sites with a form. All / unique — counts only the first hover/tap in the same browser (if cookies are not cleared).

• Subscriptions — number of subscriptions through any messenger. Only the first subscription after the site loads is counted.

• Unique subscribers — if the same person subscribes to multiple funnels or several LGTs within the same funnel through the same bot, they are counted as one unique subscriber.

• Subscriber cost = Expenses / unique subscribers.

• Subscription conversion = unique subscribers / unique views × 100 (unique views are "Reach").

• Orders — number of orders created (transitions to payment systems from offers): total orders + order conversion = total orders / unique subscribers × 100.

• Sales — number of successful transactions: total sales, unique buyers, purchase conversion = total sales / unique subscribers × 100.

• CAC — customer acquisition cost. Formula: Expenses / unique buyers.

• LTV — lifetime value per client. Formula: Gross revenue / unique buyers.

• ROI — return on investment. Formula: (Gross revenue − Expenses) / Expenses × 100.

• Average Order Value (AOV) — average purchase price. Formula: Gross revenue / total sales.

• Gross revenue — total revenue from all purchases, including manually added revenue in the Accounting tab.

• Expenses — total ad spend from the Facebook Ad Account plus manually added expenses in the Accounting tab.

• Net revenue = Gross revenue − Expenses.

4. Facebook Marketing Account

4.1. Connection

If you have a marketing account running an ad campaign that drives traffic to lead generation tools, we recommend synchronising with it.

To do this you need to:

1. Click "Connect to Facebook".

2. Select a marketing account and click Connect.

3. Click "Sync New", or if you have previously connected, click "Sync Existing" and select a page.

Synchronisation runs automatically every 24 hours. You can manually refresh Facebook analytics data at any time by clicking the same button.

Go to Analytics → Facebook and click "Add FB User Token".

4.2. Facebook Marketing Sync

For Leeloo synchronisation with the Facebook Marketing Account to work correctly:

1. Sync the Facebook ad account that will run the ads.

2. Create the ad in the Facebook Ad Manager.

In Leeloo.AI, create an LGT for this campaign. One ad = one LGT.

4. Open the Facebook ad settings and set the "Website URL" field to the LGT link.

5. In the "URL Parameters" field, add: leeloo_sync_ad_id={{ad.id}}. If UTM parameters are already set, simply append this parameter — order does not matter.

6. After adding the links, return to Analytics → Facebook in Leeloo.AI and re-sync your ad account.

7. Click "+" to expand the ad account and view all campaigns. In the panel that opens, find the field where you need to set an LGT and select the LGT linked to your ads.

8. After that you can launch the ad campaign. In Analytics → Tunnels, by selecting the funnel and LGT you need, you will see the "Facebook" tab with the statistics on your ads ready for analysis.

If Facebook ad-account synchronisation is configured and you specify your own traffic sources in the ads, the system may override them with the ones generated through Leeloo.AI synchronisation with the Facebook Marketing Account.

When setting up Business Manager synchronisation with Leeloo, you cannot use personal business accounts. The screenshot highlights personal accounts and business accounts with red frames — to ensure proper synchronisation you must use Business Accounts only.

5. Reports Tab

The Reports tab lets you generate a report on sales plans, dialogues or specific LGTs and traffic sources. A detailed description of how reports are built lives in a separate Reports guide.

6. Messages Tab

The Messages tab contains analytics on the number of messages sent via messengers.

You can view the number of sent messages by messenger or communication channel for the selected time period: today, week or month.

7. Video Walkthrough

Related guides

Key terms