URL and UTM analytics: clearer conversion data and search
We updated the URL and UTM graphs in Insights to make conversion data easier to read and specific traffic sources easier to find.
Separate views for revenue and conversion data
Each URL and UTM chart now has a Revenue / Conversion selector that switches between two focused views.
- Revenue shows total donations and total raised for each page or channel — all successful payments attributed to that source, including recurring installments.
- Conversion shows the full funnel: Visitors, Checkout opened, Supporters, and Conversion rate.
Previously, all these columns appeared together in a single table, mixing revenue totals with funnel metrics in a way that was easy to misread.
New Supporters column
The Conversion view now includes a Supporters column — the count of unique visitors who opened checkout and completed at least one donation.
Search and filter by URL or UTM parameter
Each URL and UTM chart now has a built-in search filter so you can find specific pages or channels without going through the full list.
For URL, use the All pages dropdown to select one or more specific pages. For UTM, use the All parameters dropdown alongside the existing UTM type selector (source, medium, campaign, content, term) — the filter shows only the values available for the selected UTM type.