Understanding Your Dashboard Analytics

The Insights page shows how many people saw your chatbot, how many talked to it, and how many became leads. This article explains each number on the page, the conversion ratios and trend badges attached to them, and how the date range and the country breakdown change what you see.

Open your chatbot in the NoForm AI dashboard and click ‘Insights’ in the left sidebar, under the ‘Performance’ group that also holds ‘Leads’ and ‘Chats’. The page header shows the title “Insights” on the left and the date range picker on the right. On a phone, a bar at the bottom of the screen switches between Leads, Chats, and Insights.

The page has three parts, from top to bottom: three metric cards, a ‘Performance’ section with the ‘KPI monitoring’ chart, and a ‘Countries’ section with a table.

The three cards at the top of the Insights page each show one large number for the date range you selected.

The ‘Chats’ and ‘Leads’ card titles are links, shown in the brand color with a small external-link icon. Click either one to open the matching list page and read the underlying conversations. The ‘Visitors’ title is plain text with the info icon next to it.

A conversation becomes a lead the moment the assistant captures one of the qualifying contact details you turned on in the assistant’s ‘Lead qualification’ settings. The email and phone options are the two qualifying details: collecting either one converts the conversation and stamps it with the conversion date used by the Leads metric.

Custom attributes you add on the same tab work differently. The assistant still collects them and shows them on the conversation, but capturing a custom attribute on its own does not convert the conversation into a lead.

Below the large number, each card shows a labeled ratio. All three use counts from the same date range.

Ratios appear as percentages with two decimal places, for example “12.50%”. When the bottom number of the calculation is zero, the ratio shows as 0.00% instead of an error. Large counts on the cards use compact formatting, so a value such as 1,200 can appear as 1.2K.

Read the three together to find where people drop off. A low Visitor to Chat ratio points at the widget itself, so review the welcome message, the conversation starters, and where the chat bubble sits on the page. A low Chat to Lead ratio points at the conversation, so review your lead qualification settings and the knowledge the assistant can draw on. Visitor to Lead is the end-to-end rate, and the other two ratios tell you which half of the funnel is holding it down.

To the right of each ratio sits a badge comparing that ratio against the same ratio for the previous period. The previous period is a window of the same length as your selection, ending where your selection begins. Pick the last 7 days and the comparison window is the 7 days before it; pick a 30-day range and the comparison covers the 30 days before your start date.

The badge shows the difference between the two ratios, and its color and arrow tell you the direction:

The badges disappear when visitors, chats, and leads are all zero for the selected range, since there is nothing to compare.

The date range picker sits in the page header and drives every number on the page. The button shows your current selection in the format “Mar 25, 2026 - Apr 01, 2026”, or “Pick a date” when nothing is set. Click it to open a panel with a dropdown on top and a calendar below.

The dropdown, labeled ‘Pick a range’, holds five presets:

For anything else, click a start date and an end date on the calendar below the dropdown. The calendar shows two months side by side on a computer and one month on a phone. Your start date is moved to 00:00:00 and your end date to 23:59:59, so both days are covered in full. The page reloads its data once both ends of the range are set, so nothing changes while only the start date is picked.

The first time you open Insights, the range is ‘Last 7 days’. Your selection then follows you across the Insights, Chats, and Leads pages for the rest of the browser session, which keeps the three views on the same period. Closing the tab clears it and the next visit starts again at ‘Last 7 days’.

Under the cards, the ‘Performance’ section holds a line chart titled ‘KPI monitoring’ with the subtitle “Your AI Assistant’s key performance indicators”. It plots three lines over the selected range: Visitors in blue, Chats in orange, and Leads in emerald green.

The horizontal axis labels each day in the format “Mar 25”, and the vertical axis counts in whole numbers. The chart draws a point for every day in your range, including quiet days, which show as zero rather than a gap in the line. Use it to spot the days of the week that bring the most traffic, to check whether a campaign produced a spike, and to see whether leads keep pace when visitors climb.

The ‘Countries’ section at the bottom breaks the same date range down by location. Country comes from the IP address recorded when the person visited your site or messaged the assistant.

On a computer the table has five columns: Country with its flag, Visitors, Chats, Leads, and Visitor to Lead. On a phone it narrows to Country and Visitors. The Visitor to Lead column uses the same calculation as the card above, applied to one country: leads from that country divided by visitors from that country, shown as a percentage with two decimals.

Rows arrive sorted by Visitors, highest first. Every column heading is a sort button, so click a heading to sort by that column and click again to flip between ascending and descending. A chevron beside the heading marks the active direction.

A row reads “Unidentified” when the country cannot be determined from the IP address. Visitors from Russia, Belarus, and Iran are also grouped under ‘Unidentified’ and shown without a flag.

Visitor counts and conversation counts are gathered separately and then joined by country, so a country can appear with visitors but no chats, or with chats but no visitors. Either way the missing columns read 0, and Visitor to Lead reads 0.00% whenever the country has no recorded visitors.

Before your first conversation, the table shows “No data to show” with the line “This table will be updated once the first chat is initiated” beneath it.

Sort by ‘Visitor to Lead’ in descending order to find the markets that convert best, and sort by ‘Leads’ to see which countries produce the most leads in absolute terms. A country can rank high on one and low on the other, and both views are useful: a high-volume country with a weak ratio often has more headroom than a small country with a perfect ratio.

When a country brings plenty of visitors but few leads, open the Chats or Leads page and use the ‘Location’ filter to read what people from that region asked. Those conversations show whether the assistant answered in the wrong language, missed knowledge that market needs, or asked for contact details too early. After a campaign aimed at a new country, set the date range to the campaign dates and watch that country’s row for movement.

The Visitors metric counts people who loaded a page where the AI Assistant is installed, so pages without the widget snippet never appear here. Any difference against a site-wide analytics tool usually comes down to which pages carry the snippet.

The badges are hidden when visitors, chats, and leads are all zero for the selected range. Widen the date range or pick an earlier period with activity and the badges come back.

Yes, the same picker sits in the header of the Insights, Chats, and Leads pages, and your selection carries across all three for the rest of the browser session. That lets you read a conversation list covering the same period as the numbers on Insights.

A row reads “Unidentified” when the visitor’s country cannot be determined from their IP address, and visitors from Russia, Belarus, and Iran are grouped under the same label. Their visits, chats, and leads still count toward the totals on the cards.

A conversation only counts as a lead once the assistant captures a qualifying contact detail, which is the email or phone option in the assistant’s ‘Lead qualification’ settings. Conversations that end before that point stay in the Chats total.