# Advanced analytics

> Returning visitors, engagement, leads and conversion per Chirp, Collections, traffic sources and models.

Source: https://www.chirpbuilder.com/help/collections-leads/advanced-analytics  
Plans: Creator, Business, Academy  
Last checked: 2026-10-27

When you're done, you know who comes back, where visitors come from and which Chirps bring in leads.

**Who can see this:** on the Creator, Business and Academy plans, everyone in the workspace, viewers
included.

## On the Analytics page

- **Returning visitors:** those who chatted on two or more different days.
- **Messages per conversation**, and how many had 3 or more messages.
- **One-message conversations:** visitors who asked once and left.
- **Leads,** and the share of visitors who left their details.

The **By Chirp** table adds **Returning**, **Leads**, **Conversion** and **Main model**.

## Collections, traffic sources and models

![The Collections and Traffic sources tables: chats that started from Bike Repair Basics, and where chats ran and came from, such as facebook.com to the Chirp page or embedded on a website.](https://mjmtbasmrtksluvlnema.supabase.co/storage/v1/object/public/help-media/web-optimized/collections-leads/advanced-analytics/SS-MKT-055-01__traffic-sources__creator__desktop__v01.webp?v=cb1827cce3)

- **Collections:** chats that started from a Collection page, and the leads its form collected.
- **Traffic sources:** where chats ran (the Chirp's page, an embed on a website, or your own domain) and
  the website visitors came from. Only the site's name is kept. Visitors who came through Chirp
  Builder's own pages, a Collection's page included, show as direct or unknown.
- **AI models:** messages and cost per model. Its CSV splits them by Chirp too.

Each table has a **CSV** download.

## How things are counted

- **Conversion** is leads divided by visitors who chatted. A "before the chat" form collects leads from
  people who never chat, so it can go above 100%.
- **A chat counts for a Collection** when it was opened from the Collection's page and the Chirp is still
  on it.
- **Leads** count when first captured in the range.
- Your preview chats aren't counted.