Executive Summary
The Executive Summary is the opening section of every LENS report. It gives a clear, narrative picture of how the period performed, followed by structured sections that back up the summary with data.
Reports are generated for a weekly or monthly period. See LENS Reports for how to generate them.
What's Included
A LENS report is built from the following sections. Each is populated when data is available for the period.
Executive Summary
A short AI-written narrative of the period, followed by a list of key takeaways — the most important points distilled into a few lines.
Key Metrics
KEY METRICS
Week of January 8-14, 2024
Current vs Previous
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Revenue €44,600 +15%
Conversions 892 +8%
Entrances 45,230 +12%
Pageviews 148,500 +12%
Conversion Rate 1.97% -0.07pp
Bounce Rate 42.0% -1.2pp
Avg Order Value €50.00 +6%
Each metric shows the current value and the change versus the previous period.
Channel Performance
CHANNEL PERFORMANCE
Channel Revenue Conv. Rev. Share Trend
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Google Ads - Brand €12,400 210 28% ↑ +15%
Email Marketing €8,900 180 20% ↑ +22%
Organic Search €7,200 150 16% → +2%
Facebook Retarget €6,100 95 14% ↓ -5%
Direct €5,400 85 12% ↑ +8%
LENS highlights the top performer and the biggest decline for the period.
Funnel Health
FUNNEL HEALTH
Stage Count Drop-off vs Previous
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Entrances 148,500 - +12%
Product Views 89,100 40% +15%
Add to Cart 22,275 75% +10%
Checkout Start 8,910 60% +8%
Purchase 3,564 60% +12%
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Overall conversion rate: 2.40%
The section identifies the biggest leak in the funnel and includes a recommendation.
Audience Insights
Breakdowns of the period's audience by device, country, and browser, each with its share and change. LENS also flags notable audience shifts — for example, a meaningful move toward mobile traffic.
Top Insights
TOP INSIGHTS
🔴 Mobile conversion rate dropped 15%
Estimated impact: ~€2,100
🟡 Cart abandonment increased from 68% to 73%
🟢 Email marketing revenue up 22%
Insights are grouped by severity (🔴 red, 🟡 yellow, 🟢 green) and the section reports the total economic impact across them.
Action Items
ACTION ITEMS
Priority Owner Action
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HIGH Tech Investigate mobile performance
HIGH Marketing Review cart abandonment flow
MEDIUM Marketing Scale email marketing
LOW Marketing Pause underperforming campaigns
Each action item has a priority (high, medium, low) and a suggested owner (marketing, tech, product, or leadership).
Insight Types
The insights surfaced in a report can be of several types:
| Type | Description |
|---|---|
| Anomaly | An unusual change versus expected behavior |
| Opportunity | A potential area for improvement |
| Trend | A directional change over time |
| Alert | A condition that crossed a defined threshold |
| Health | A check on the overall health of tracking or performance |
How Reports Are Generated
When you generate a report for a period, LENS:
- Analyzes the period's data across metrics, channels, funnel, and audience.
- Compares to the previous period (previous week for weekly reports, previous month for monthly reports).
- Surfaces insights, grouped by severity.
- Writes the executive summary and key takeaways based on the analysis.
- Proposes action items, prioritized and assigned to a suggested owner.
Email Delivery
LENS can deliver a weekly digest by email summarizing the week's highlights, concerns, opportunities, and recommended actions. Email is the only delivery channel. See Email Alerts for details and for how to configure recipients in Settings → LENS.