Exit Destinations report

Who this is for: marketers at associations, directories and brands that send business to members, partners or dealers, and digital agencies who report to those clients every month.

What you'll learn: what the Exit Destinations report shows, why it reads differently from the analytics you already have, how to run it in your AI assistant, how to share it with your partners, your manager or your client, and how to take it further with your own questions.

Most website reports treat a click to another website as a loss: the visitor left. For a website whose job is to send people on, that click is the result. A visitor who clicks through to a dealer, a member, a booking tool or a map has usually read enough and is about to act: buy, book, ask for a quote or get directions. The click out is often the moment of intent. The Exit Destinations report counts those clicks, shows who made them and where they went, and gives you the numbers to show each partner how much business your website sends them.

In short: The Exit Destinations report is a ready-made report your AI assistant builds from your Bread & Butter data, for any period you choose. It shows every click that took a visitor from your website to another website or to a Google Maps listing: how many people clicked out, how many of them were Focused visitors and Engaged Leads, which kinds of websites they went to, which partners received the most, which of your pages sent them, and which places they looked up on a map. Every card explains what the chart says, why it matters and what to keep an eye on, and ends with a question to ask next. Run it monthly, send it to your partners, your manager or your client, and ask your assistant to dig into anything it shows. Owners, Administrators and Marketers can run it.

What the report answers

How much business does the website send on? Every click to another website, the visitors who made them, and the share that went to the partners your website exists to serve.

Are the people clicking out the ones who matter? Each figure is split between All Traffic, Focused visitors and Engaged Leads, so you can see whether the visitors who leave for a partner are browsers or buyers.

Which partners get the most, and how good is what they get? Every destination website is listed with how many visitors it received, how many of them were Focused and how many were already Engaged Leads.

Which of your pages do the handing on? The pages people clicked out from, so you know which listings, directories and articles send people on, and which ones don't.

Who only wanted directions? Google Maps look-ups get a card of their own: how many named a place, which places were looked up most, and how many of those people also visited the partner's website.

What's in it

The report opens with where visitors went next: clicks out and the number of websites they reached, visitors who clicked out and how many clicks each, the share of clicks that went to your main type of destination (named in your own words, such as dealers, members or booking tools), and the share of Focused visitors who clicked out against all visitors. Each figure is compared with the period before, with a short paragraph on what changed.

Then come the cards, each one on its own:

Who clicks out. The share of All Traffic, Focused visitors and Engaged Leads who clicked at least one link to another website, with how many links each group clicked. Focused visitors and Engaged Leads usually click out far more often than all traffic, which is the evidence your website is reaching people who act.

Month by month. Visitors who clicked out each month: all visitors and Focused visitors as areas, Engaged Leads as bars. Clicks out follow the buying season more closely than visits do, so this is the calendar of when people were ready.

Where they go, by type. The kinds of websites your visitors went to, by share of clicks: for the top 100 destinations, and for every website reached. The types come from your own data and are named the way your business names them: partners, dealers, resellers, members, booking and reservation tools, review sites, marketplaces, event websites, social networks, Google Maps. The report never invents a type your data doesn't have.

Top destinations. The websites visitors clicked through to most, grouped by website, each with its type, its clicks, and bands for All, Focused and Engaged Leads, with the Focused share on the right. Each row is a partner who received business from your website, in numbers.

Where they leave from. Your own pages that people clicked out from, with the same bands. A destination is always another website and an exit page is always one of yours; the report never mixes the two.

Google Maps. How many map look-ups came from your website and how many people made them, how many named the place (the rest were a pin or coordinates), how many of those people also clicked through to the place's own website in the same visit, and the share of look-ups by type. Below the figures, the places looked up most.

Under every card are three short sections: What the chart says, the three findings that matter; Why it matters, in a sentence or two; and What to keep an eye on, the figures to watch next period and the level at which each one needs a look.

Why it reads differently from your analytics

It counts people, not hits. Every number leaves out bots. A standard analytics tool can count outbound clicks, but it counts every click the same, including the automated ones. This report shows how many of the people who clicked out were Focused visitors: everyone who has become a lead, plus every visitor scoring 6 or more on Focused Score. See Why does the Focused Tab show so much less traffic than my analytics?

It tells you how much each click was worth. A partner receiving a thousand visitors who were mostly browsing is not the same as one receiving a thousand Focused visitors, forty of whom had already given you their email. The bands on every row show the difference.

It reads the click from both ends. The destination tells you who received the visitor; the exit page tells you which of your pages sent them. Together they show which listings and articles do the work, and which partner pages have no working link.

It treats a map look-up as a visit. A Google Maps click is someone asking "where is it?". The partner never sees that visit in their own analytics. This report counts it, names the place, and shows how many of those people also went to the partner's website.

How to run it

Connect your AI assistant to Bread & Butter first. See Bread & Butter MCP server connections.

Finding the reports. Once you're connected, the reports are ready to run straight away; there's nothing to download or set up. Ask your assistant "What Bread & Butter reports can I run?" and it lists the reports your role can run, with what each one is for. The Insights tab in Bread & Butter lists them too, each with a prompt you can copy.

More than one account. If your login gives you access to several Bread & Butter accounts, name the one you want. If you don't, your assistant asks which one before it runs anything.

Coming back later. The connection stays in place, so there's no code or key to remember. Open a new conversation, check that the Bread & Butter connector is switched on for it (in Claude, under the + button, then Connectors), and ask for the report by name. If the connection has lapsed, your assistant asks you to reconnect first.

Ask for the report by name, with a period:

"Run my Bread & Butter Exit Destinations report for last month."
"Run my Bread & Butter Exit Destinations report for the last 90 days, for my main website."
"Run my Bread & Butter Exit Destinations report for Q3 and compare it with Q2."

Your assistant gets the report from Bread & Butter, fills it with your account's data and shows it as a page. Each run uses credits like any other question. See How do Credits work across storage, syncing, and profile enrichment?

A good rhythm is monthly. Partners and destinations change slowly, and a month gives each partner enough visitors to read. To have it arrive on its own on the first of the month, see Run your Bread & Butter reports on a schedule.

For your partners. This is the report a partner wants to see. An association can show each member how many visitors it sent them, a brand can show each dealer how many buyers came through the dealer locator, and a directory can show each listing what the listing is worth. Ask your assistant for one partner's figures on their own, with the pages that sent them, and send that. Share the counts; the Engaged Leads behind them are your leads.

For a marketing manager. The first card is the summary: four figures and a paragraph on the period. The Who clicks out and Top destinations cards answer the two questions a manager asks most: is the website reaching people who act, and which partners does it serve best.

For an agency reporting to a client. Run the report for each client's website on the first of the month and send it as it is. It explains itself: every chart carries its own reading, so the client doesn't need you in the room to understand it. Each card can be printed on its own, for a slide or a monthly pack, and printed copies leave out the prompts and the schedule box. If your client's team works in Bread & Butter with the Sales role, they see their leads but not this report, which lets you go through the results with them first. See What are the different team roles, and what do they have access to?

Someone forwarded it to you? The box under the first card explains how to connect your own assistant and run it yourself.

Taking it further with your own questions

The report is a starting point. Every card ends with Try this next in your AI assistant, a question chosen from that card's most important finding, with a button to copy it. Ask it, or ask your own. A few examples:

One partner at a time. "Show everything we sent to one partner's website last quarter: visitors, Focused visitors, Engaged Leads and the pages that sent them, as a one-page summary I can send them." "Compare what we sent to our ten largest partners this year with last year."

Go one level deeper. "Which partners received many visitors and no Engaged Leads, and which of our pages sent people to them?" "List our partner pages with no clicks out this period, so I can check their links." "Show the Engaged Leads who clicked through to booking tools." Each person named links to their profile in Bread & Butter.

Compare. "Show clicks out by destination for this month against last month, and list the partners that gained and lost the most." "Show visitors who clicked out by week, with the destination type."

Follow the source. "Which traffic sources and campaigns bring the visitors who click through to partners?" "Which cities do the people who look up places on Google Maps come from?"

Change the report. "Add a card with clicks out by country." "Leave out the Google Maps card." "Write the summary paragraph for a partner who doesn't know what a Focused visitor is." "Translate the report into French."

Make it yours. Once a version works for you, ask your assistant to remember it, or save the prompt as a scheduled task so it arrives the same way every month.

Your assistant can only answer from the data your account has. When a card has nothing to show for the period, it says so instead of guessing, and a new account with no data yet gets a short note at the top with what to set up first.

What it needs

Bread & Butter installed on your website. Data starts with the next visit, and clicks on links to other websites are recorded from then on; there are no links to tag. See How to Install Bread & Butter on Your Website

Links to the places you send people. The report can only count the clicks your pages make possible. A partner page with no link to the partner's website, or a map link without the place name in it, shows up in the keep-an-eye-on lists.

A way to become an Engaged Lead. The Engaged Lead bands need a form or a Bread & Butter conversion tool on your website, so visitors can give a verified email before they leave. See What is the Focused Tab, and how is it different from Engaged Leads?