Insights

Before you begin

At least one running Agent

Overview

Insights is the analytics hub for AI Decisioning. It shows you not only how your agents perform, but also why, so you can make data-informed creative and scheduling decisions.

User breakdowns showing conversion rate by age group

Use Insights:

After launching an agent to track performance in real time
During optimization to identify top-performing segments or messages
Before making changes to content or targeting
For reviews and reporting to measure lift and summarize learnings for stakeholders

Hightouch automatically prioritizes the most relevant charts so you can focus on the trends that matter most.

Navigate to Insights

In the Hightouch app, go to AI Decisioning > Insights

Insights views

Each view highlights a different aspect of campaign performance.

View	Purpose	Example questions
Summary	Provides a top-level report of results, trends, and creative takeaways.	What themes or tones are performing best right now?
Recommendations	Surfaces AI-generated suggestions for improving your content mix.	What should I add, refresh, or retire next?
Creative Performance	Compares message-level metrics like sends, conversions, and engagement.	Which message or subject line is driving the most conversions?
User Breakdowns	Shows conversion performance by audience segment.	Which demographic or loyalty tier performs best?
Timing	Displays when users are most likely to engage, using a day/time heatmap.	What send windows generate the highest conversion rates?
Personalization Insights	Highlights which offers or creative types perform best for specific groups.	What incentives resonate most with younger users?
Personalization Matrix	Displays a heatmap of conversion rates across user segments and creative options.	Where does personalization have the most impact?
Send success	Shows delivery status by channel and highlights configuration gaps.	Are my channels successfully delivering messages?
Send comparison	Compares send volume and performance across messages, channels, or time periods.	How do sends differ across messages or time periods?

Explore each view

1. Summary

Get an at-a-glance view of your agent’s overall performance and top insights.

Summary view showing key campaign patterns and takeaways

The Summary includes:

Performance highlights showing top-performing creative and audience signals
Patterns marketers should know, based on behavior and conversion data
Creative examples that illustrate what’s driving performance

Use this view to guide weekly reviews or summarize campaign results for your team. The Summary appears once the agent has a scheduled report.

Recommendations

The Recommendations view surfaces AI-generated suggestions for improving your content mix, based on how your messages and variants are performing. Suggestions are grouped into categories such as expanding proven winners, filling coverage gaps, refreshing fatiguing content, and retiring underperformers. Review each recommendation and decide whether to act on it. Hightouch doesn’t change your messages automatically.

2. Creative Performance

Compare all message variants side by side across your key performance metrics.

Creative performance table comparing message performance

What you might see	What it means	What to do next
High sends, low conversions	Overexposed audience or weak offer	Refresh content or narrow targeting
High clicks, low conversions	Link or landing page misalignment	QA destination or adjust CTA
High unsubscribes	Message fatigue or off-tone content	Pause or rewrite underperforming messages

Sort the table by your main goal (for example, Second purchase) to identify which creative has the strongest impact.

3. User Breakdowns

Understand which user segments are driving conversions and which are underperforming. Breakdowns include attributes like age, region, loyalty tier, and device type.

What you might see	What it means	What to do next
Gen Z users underperform	Tone or visuals may not resonate	Test shorter, more visual creative
Loyalty users convert 2× more	Offer relevance is high	Expand similar campaigns to other tiers
Mobile engagement is lower	Template or UX issue	Review layout and links on mobile

Charts are sorted automatically by AI to surface the most relevant differences first.

4. Personalization Insights

Discover which creative elements perform best for specific user segments. This view helps you understand how audience attributes and creative choices interact to drive conversions.

At the top of the view, select:

An Outcome name to define what success looks like (for example, Second purchase)
Creative dimensions to compare what performs best (such as subject lines, incentive types, or tags)
User dimensions to compare who it performs best for (such as age buckets, loyalty tiers, or device types)

Insights are automatically sorted to surface the most meaningful performance differences for the selected configuration.

What you might see	What it means	What to do next
Discounts lift users aged 18–24	Price sensitivity	Prioritize discounts for this segment
Loyalty users respond to bundles	Value-driven behavior	Feature multi-product or tiered offers
Push outperforms SMS for high churn-risk users	Channel preference	Shift allocation toward push

Use personalization insights to inform message tags, variant strategy, and audience splits in the Messages tab in Agents.

5. Timing

Analyze when users are most likely to convert or engage, visualized as a heatmap by day and time of day.

Timing heatmap showing conversion rate by day and time

What you might see	What it means	What to do next
Evenings convert best midweek	Post-work engagement	Shift sends later in the day
Weekend conversion spikes	Browsing or planning behavior	Test Saturday or Sunday reminders
Monday performance drops	Inbox saturation	Schedule key sends later in the week

Use Timing results to refine Scheduling and quiet hours for your agent.

6. Personalization Matrix

The Personalization Matrix displays a heatmap of conversion rates across user segments and creative options, highlighting where personalization has the most impact.

Personalization Matrix heatmap showing conversion rates by incentive type and age bucket

At the top of the view, select:

Outcome name: The goal to measure (for example, Purchases)
Creative dimension: The creative variable to compare (for example, Incentive Type)
User dimension: The user attribute to segment by (for example, Age Bucket)

The heatmap shows conversion rates at each intersection, colored by intensity. Toggle between Conversion rates and Interaction effects to see raw performance or the incremental impact of personalization.

What you might see	What it means	What to do next
`fixed_discount` converts 5.96% for 25–34 year olds but 1.59% for 55–64	Strong age-based preference for discount type	Personalize incentive by age segment
`free_gift` performs consistently across all age groups	Broad appeal, low personalization value	Use as a safe default when segment data is limited
`pct_discount` underperforms across most segments	Weak creative option overall	Consider retiring or reworking the variant

Use the Personalization Matrix to identify which creative-audience combinations to prioritize, and feed those insights back into your variant strategy and tags.

7. Send success

Send event tracking must be enabled by Hightouch. to turn it on.

The Send success view shows whether your channels are successfully delivering messages. It displays each channel connected to the agent, its configuration status, and message-level match rates between recommendations and confirmed sends.

Send success view showing channel delivery status

All send data on this page comes from the send event table configured in your schema. If that table is incomplete — for example, missing your AID campaigns or not kept up to date — match rates and send counts will appear lower than expected. Always verify your send event table is correctly defined before drawing conclusions from these charts.

A channel configuration card at the top of the page shows how each enabled channel is set up — its destination, send event model, and campaign ID column. If a channel is missing a send event or campaign ID column, a warning icon appears next to it. These are the most common reasons match rate looks low or attribution is incomplete. The Match rate by message grid at the bottom of the page is interactive. You can filter by channel type, sort by value to find best- or worst-performing messages, click a message name to open it directly in Hightouch, or download a CSV for offline analysis. Each chart on the page displays its numerator and denominator (for example, “Matched sends / Recommendations”) underneath the title. Hover any data point to see the absolute counts behind the ratio.

What you might see	What it means	What to do next
`Not configured` warning on a channel	Send events are not linked to this channel	Set up send event tracking for the channel
Low match rate across all messages	Send event table may be incomplete or outdated	Verify the send event table includes your AID campaigns
Low match rate on a single message	That message’s campaign ID may not be attributed correctly	Check the campaign ID column in your channel’s attribution config

Send success tracking requires send events to be linked to your channels. See Send event tracking for setup instructions. Without this, send success and send comparison data will not populate.

8. Send comparison

Send event tracking must be enabled by Hightouch. to turn it on.

The Send comparison view lets you compare send patterns between treatment and customer-managed groups. Use it to confirm the experiment is shifting volume where it should and to spot channel- or timing-level differences. Send comparison includes charts for weekly sends per user broken down by experiment group and channel type, by experiment group and campaign group (this agent, other agents, and customer managed), and heatmaps of send count by time of day and day of week. Each heatmap cell shows its share of the group’s total so you can spot whether AI Decisioning is shifting send timing.

What you might see	What it means	What to do next
Treatment sends more on push, less on email	AI Decisioning is reallocating channel mix	Review whether the shift aligns with your channel strategy
Send timing differs between groups	AI Decisioning is optimizing delivery windows	Compare with Timing insights to confirm the pattern
Volume is flat across experiment groups	The experiment may not be shifting behavior yet	Check that the agent has had enough time to learn and that campaign IDs are configured correctly

Like Send success, the Send comparison view requires send events to be configured on your channels. See Send event tracking for setup instructions.

Apply insights to improve performance

Once you’ve reviewed your results, use them to guide your next optimization cycle.

If you see…	Then…
High lift for a segment	Create a dedicated agent or audience to scale it
Flat or declining conversions	Revisit your goals, tags, or creative mix
Frequent “bad” outcomes (e.g., unsubscribes)	Adjust Smart suppression or reduce frequency
Specific time windows outperforming others	Update Scheduling settings to match user behavior

Combine insights from User breakdowns, Creative performance, Timing, and the Personalization Matrix to identify your most impactful opportunities.

Example weekly optimization checklist

✔️ Review Summary for top and bottom performers
✔️ Check unsubscribe and fatigue signals in Creative performance
✔️ Compare lift vs. holdout for each goal or segment
✔️ Identify 1–2 test ideas (e.g., new variant or timing window)
✔️ Check Send success to confirm channels are delivering correctly
✔️ Review Send comparison to verify experiment groups are shifting volume as expected
✔️ Share findings with your team to inform future content and campaign planning

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Before you begin

Overview

Navigate to Insights

Insights views