Turn a set of KPI movements into a performance narrative worth acting on.
Enter the metrics from any channel, and this tool returns a structured read on what changed, why it matters commercially, and what the clearest next move is — rather than a restatement of the numbers you already have.
What changed
A plain-English summary of the most significant metric movements and whether they are moving together or in isolation.
Why it matters
The commercial interpretation — what the pattern suggests about the customer journey, the channel, and whether the gap is likely to compound.
What to do next
Three prioritised recommendations tied to the specific pattern in the data, not generic performance advice.
Add the metrics you are trying to make sense of. The interpretation is on the other side.
This is designed for a monthly or weekly review moment — when you have the numbers in front of you but the narrative behind them is still unclear. It works best with two or more metrics from the same channel.
What counts as a good input
Use metrics you are already tracking and trust: revenue, conversion rate, ROAS, open rate, sessions, AOV, CPA, bounce rate. You do not need all of them — two or three well-chosen ones will produce a more useful narrative than six that are only loosely related.
About the value type
Select £ Currency for revenue and spend figures, % Rate for conversion rates, open rates, and ROAS expressed as a ratio, and # Count for sessions, orders, or any absolute volume metric.
The context field
A short note on what else was happening — a promotion, a product launch, a technical issue, a seasonal period — meaningfully improves the narrative. It is optional, but it is worth one sentence.