Maker Insights
Insights helps you monitor performance across Maker—then drill down into heatmaps, element-level engagement, and scroll depth. Available on Max and Enterprise plans.
What can you do in Insights
See top-level performance trends (Pageviews, Unique Visitors, Avg. Time on Page, CTR, clicks)
Review performance across all Maker content in an organization-level dashboard, per product
Drill into a specific project to see page-level metrics
Use a heatmap overlay to visualize engagement on the page
Get element-level metrics (including eCTR) to understand what users engage with
Understand scroll depth (how far users make it down the page)
Connect Google Analytics, Google Ads, and Meta Ads to see that data alongside your Maker performance
Ask Ask Maker, our AI assistant, plain-language questions about your site and campaign performance
Build and save Custom Reports for the metrics you check most
*some features may vary based on the Maker product used
For features listed as Beta, please contact Maker support for early access
Navigating Insights
The left-hand navigation in Insights is organized into a few sections:
Ask Maker – opens the AI assistant panel, where you can ask questions about your data in plain language
Products – Ai, Pages, and Nav, for viewing performance by product
Sources – connect and view data from outside platforms, including Google Ads
Custom Reports (Beta) – build and save reports tailored to what you want to track
Recent chats – your past conversations with Ask Maker, so you can pick up where you left off
Organization-level Insights
Use the Dashboard to view overall performance for a selected organization and quickly spot which projects are driving results.
Organization switcher
Use the organization dropdown at the top to switch between organizations/workspaces.
Date range + Apply
Select a date range, then click Apply to refresh all metrics and charts.
Top-level metrics
At the top you’ll see trend charts for:
Pageviews
Unique Visitors
Avg. Time on Page
CTR
Clicks
Project table
The table shows the list of Stories/Projects in the selected organization, including metrics like Pageviews, Unique Users, CTR, Clicks, and Avg Duration.
Filter by Collections
If you've built collections in Maker, you can use them to filter insights.
Download CSV
Export reports as a CSV file.
Story/Project-level Insights
Click into any Story/Project to view page-level trends plus a visual overlay of engagement on the page itself.
Page-level metrics
At the top you’ll see a snapshot of key page metrics (with trend lines) for the selected date range.
Date range
Use the date picker to adjust the reporting window.
Device toggle (Desktop / Mobile)
Switch the device view to see device-specific metrics and overlays, so you’re always viewing performance for that device. When you change device:
The top-level metrics update
The heatmap/overlay updates
Outbound Click Insights
Depending upon where the user has clicked on the page, this is aggregated data on the URL level.
Heatmap toggle
Turn on the heatmap to visualize engagement directly on the page.
Scroll depth
The scroll indicator shows how far users scroll, based on the number of unique users reaching each depth.
Section Views
We consider the section view if even one element inside the section is visible, essentially the maximum of all elements within a section.
Element-level insights
When the heatmap is on, click/hover an element to open an Element Insight panel showing:
eCTR
Clicks
Element Views …and supporting context metrics (like page-level totals) for comparison.
Understanding eCTR
eCTR (Element Click-Through Rate) helps answer: “When users actually see this element/section, how often do they click it?”
In practice:
Element Views / Section Views represent how many times something was viewed (often estimated using pageviews and scroll depth).
eCTR is clicks / element or section views.
Data Sources
Insights isn’t limited to your Maker data anymore. Under Sources in the left nav, you can connect outside platforms so their metrics show up alongside your Maker performance:
Google Analytics – top pages, traffic, and where visitors drop off
Google Ads (Beta) – ad spend, ROAS, cost-per-click, and conversion trends across your campaigns
Click Connect next to a source to link the account. Once connected, that source's data becomes available both in its own report and as something you can ask Ask Maker about directly.
Google Ads Insights (Beta)
Once Google Ads is connected, select it under Sources to see a full ad performance report for the selected account and date range:
Top metrics: Spend, Revenue, Avg. CPC, Conversions, and Search Impression Share, each with a trend line and change vs. the prior period
Campaign performance: a table of campaigns, with a callout for ones falling below their ROAS target so you know where to look first
Signal-level performance: switch between Keywords, Search Terms, Audiences, and Landing Pages to see what's working and what's not, including a callout for high-traffic, low-converting keywords worth reviewing
Ask Maker* (Beta)
Ask Maker is an AI assistant built into Insights. Instead of digging through dashboards, you can ask it questions in plain language and get an answer pulled from your connected data.
To get started, click Ask Maker in the left nav. You'll see suggested questions for each data source, for example:
Maker Insights – "How are my AI sites performing?"
Google Analytics – "What are my top pages this month?"
Google Ads – "How is my ad spend performing?"
Meta Ads – "What are my best-performing Meta campaigns?"
If a source hasn't been connected yet, you'll see a Connect link next to it. Once connected, you can ask Ask Maker follow-up questions directly in the chat, and your past conversations are saved under Recent chats so you can return to them later.
*This feature uses Maker credits
Custom Reports* (Beta)
Custom Reports let you build and save a report around the specific metrics and sources you check regularly, instead of navigating between separate dashboards each time. You'll find Custom Reports in the left nav, next to Sources.
A few reports come pre-built to get you started, for example Overall performance, which generates a website performance report from GA4 data. You can also request a new one built around whatever you want to track.
When you run a report, you'll be asked to confirm the settings first, for example:
GA4 property – select which property to pull data from. This matters if you have more than one GA4 property connected, so you want to make sure the report runs on the intended one
Date range – the reporting window, shown against the previous period for comparison
Review the settings and click Run report to generate it.
Once the report runs, use prompts to ask follow-up questions about the data, the same way you would in Ask Maker.
*This feature uses Maker credits
Best-practice workflow
Pick a date range and click Apply
On the Dashboard, identify Stories with unusually high/low CTR, Clicks, or Avg. Time on Page
Open a Story and switch device views (Desktop vs Mobile)
Enable heatmap and scan for:
High-engagement elements (working well)
Low-engagement CTAs (may need repositioning/copy changes)
Use scroll depth to confirm whether users are reaching key sections (and move important CTAs higher if needed)
Compare eCTR across key elements to decide what to iterate next
Connect your ad and analytics accounts under Sources so that ad spend and site engagement live in one place
Use Ask Maker* for a quick, plain-language check-in instead of pulling up each dashboard individually
*This feature uses Maker credits
Troubleshooting / FAQ
“Why don’t I see data?”
Common causes:
The Story/page didn’t receive traffic in the selected date range
The date range is too narrow
You’re viewing the wrong organization
You’re viewing the wrong device (desktop vs mobile can differ significantly)
“Why don’t the top metrics match the table totals?”
The table may only load a subset of Stories initially. Scroll to load more rows—totals may change as more Stories are loaded.
“Why doesn't Ask Maker have data for Google Ads/Meta Ads/Google Analytics?”
That source hasn't been connected yet. Click Connect next to the source, either from the Ask Maker panel or under Sources in the left nav.
Glossary
1) Pageviews Number of times a page is loaded (or reloaded) in a browser.
2) Clicks Number of times a user clicks an outbound link (for example: a button, linked image, or linked text).
3) CTR (%)
Percentage of pageviews that resulted in an outbound click.
Formula: (Clicks ÷ Pageviews) × 100
4) Avg. Time on Page Average time visitors spend on the page.
5) Scroll Depth A measure of how far users scroll down the page (typically expressed as a %).
6) Section Views
Estimated number of times a section was viewed.
Formula: Pageviews × Scroll Depth (%)
7) Section Clicks Total clicks on all clickable elements within a section.
8) eCTR (%)
Engagement rate for a specific element or section, based on how often it was actually viewed.
Formula: Clicks on element/section ÷ (Pageviews × Scroll Depth (%)) × 100
9) Element Clicks Total clicks on a specific element (button, linked text, or linked image).
10) ROAS (Return on Ad Spend) Revenue generated per dollar of ad spend, shown against a campaign's target in Google Ads Insights.
11) Avg. CPC (Cost Per Click) Average amount spent per click on an ad.
12) Search Impression Share The percentage of eligible impressions your ads actually received on the Search Network.
13) Quality Score Google's rating of the relevance and quality of your keywords and ads, shown in Signal-level performance.
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