> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Nemu Analytics

> Nemu's Analytics section offers a complete overview of your data, allowing you to monitor.

This analysis is essential to optimize your paid traffic investments and understand which marketing strategies are working better.

## What Can You See in Analytics?

In the **Analytics** tab, you will have a detailed view of your main **acquisition channels**, such as:

* Instagram
* Google (organic and paid)
* Facebook Ads
* CRM platforms (e.g., ActiveCampaign)
* Other channels identified via UTMs

Additionally, there is an important item:

<Warning>
  **Sales Without UTM** – These are sales where it was not possible to identify the source because they did not contain UTM parameters. We will discuss this in a separate topic.
</Warning>

Example of Analytics screen:

<img src="https://mintcdn.com/nemu/dREIcTBILFp2RkWZ/assets/pages/onboarding/criando-dashboard/criando-um-dashboard-redesign.gif?s=1c809413ab34205a5df79342717baab0" alt="analytics" width="1334" height="608" data-path="assets/pages/onboarding/criando-dashboard/criando-um-dashboard-redesign.gif" />

## Understanding the Analytics Table

The **Analytics table** is simple and intuitive. It presents the following data:

| Column                  | Description                                                     |
| :---------------------- | :-------------------------------------------------------------- |
| **Channels**            | Shows channels that brought traffic and sales.                  |
| **First Click Revenue** | Revenue attributed to the user's first click on an ad/campaign. |
| **Last Click Revenue**  | Revenue attributed to the last click before conversion.         |
| **First Click Sales**   | Number of sales attributed to the first click.                  |
| **Last Click Sales**    | Number of sales attributed to the last click before conversion. |
| **Platform**            | Indicates the associated sales or checkout platform.            |

This view helps you understand **which channel is bringing more traffic and sales** and if it performs better at the beginning of the customer journey (**First Click**) or at the purchase closing (**Last Click**).

## Attribution Models (First Click x Last Click)

One of the most powerful features of **Nemu Analytics** is the ability to choose the **attribution model** to view data:

| Model                     | Description                                                                |
| :------------------------ | :------------------------------------------------------------------------- |
| **First Click**           | Assigns the sale to the first clicked channel.                             |
| **Last Click**            | Assigns to the last channel before conversion.                             |
| **Assisted**              | Assigns 100% of the sale to all channels that participated in the journey. |
| **Last Paid Click**       | Attributes 100% credit to the last paid channel clicked.                   |
| **Last Non-Direct Click** | Attributes 100% credit to the last non-direct channel.                     |
| **Linear**                | Distributes credit equally among all channels in the journey.              |

For more details on each model and when to use them, check our [Attribution Models section](/en/platform/attribution-models/model-types).

**How to Use in Practice?**

* If a channel appears **with more First Click sales**, it is helping to **attract new customers**.
* If a channel has more sales **in Last Click**, it is helping to **close sales and convert customers**.

🔄 **Example of Attribution-Based Strategy:**

* If **Instagram** generates a lot of **First Click**, it may be a good prospecting channel.
* If **Google Ads** has a lot of **Last Click**, it means it is helping to convert customers at the end of the journey.

<img src="https://mintlify.s3.us-west-1.amazonaws.com/nemu/assets/pages/plataforma/analytics/2.png" alt="" />

## Visualization Filters

The Analytics section allows you to filter data to get a **more granular view** of your performance.

**Available Filter Options:**

* **All** → Displays all identified channels.
* **Channels** → Consolidates main channels (Instagram, Google, Facebook, etc.).
* **Ad Sets** → Allows viewing specific data from ad sets within campaigns.
* **Campaigns** → Shows performance of each active campaign.
* **Ads** → Presents detailed data for individual ads.
* **Platform** → Filters by platform (e.g., Nuvemshop, Shopify, Hotmart).

<img src="https://mintlify.s3.us-west-1.amazonaws.com/nemu/assets/pages/plataforma/analytics/3.png" alt="" />

**How to Use in Practice:**

* Use the **Channels** filter to compare **Facebook x Google x Instagram**.
* If you want more detail, use **Campaigns** and **Ad Sets**.
* If you work with multiple stores or checkouts, use the **Platform** filter to separate data.

## Conclusion

Nemu's **Analytics section** provides **strategic insights** about the origin of sales and the performance of your channels. With this information, you can **optimize your investments**, better distribute your budget, and understand **which channels are working better at each stage of the customer journey**.

**Next Steps:**

* Analyze **which channels bring more traffic and revenue**.
* Compare **First Click vs. Last Click** to understand channel impact.
* **Use filters for a more detailed view**.
* Adjust your campaigns based on data to improve your **ROAS and CAC**.

If you have questions, [contact our support](mailto:contato@nemu.com.br).