The Bread & Butter Scorecard Report

Who this is for: marketers who want a quick daily or weekly read on how the website is doing, and digital agencies who keep an eye on several clients' websites between monthly reports.

What you'll learn: what the Bread & Butter Scorecard shows, how to choose the funnel stage, the measure and the breakdown, how to read the colours, how to run it in your AI assistant, how to share it with your team or your client, and how to take it further with your own questions.

Most dashboards show one period at a time. To tell whether a drop is a bad day, a bad month or just the time of year, you have to click through several date ranges and hold the numbers in your head. The Bread & Butter Scorecard puts six periods side by side on one table, from today to all time, for one stage of your funnel, so a change is easy to place the moment it starts.

In short: The Bread & Butter Scorecard is a ready-made report your AI assistant builds from your Bread & Butter data. You choose one stage of your funnel (All Traffic, Focused visitors, Engaged Leads or any of your lead stages through to Won/Closed), one measure (how many people, or their average Focused Score) and one way to break it down (traffic source, page, location or exit destination). The report shows today, the last 7, 30 and 90 days, the year and all time side by side, each compared with the period before it, and colours only the changes big enough to matter. It ends with the biggest movers over 30 days. Run it daily or weekly. Owners, Administrators and Marketers can run it.

What the scorecard answers

Is this week normal? Every period is compared with the one before it of the same length, so you see straight away whether today, this week or this month is up or down.

Is it a blip, a trend or the season? A fall that shows in the last 30 days and also in the last 7 is a trend. One that shows in 30 days only was a single bad week. One the year doesn't show is the time of year.

Where is the change coming from? Each row is a traffic source, a page, a place or an exit destination, so a change in the total points to the row behind it.

What moved most this month? The last card ranks the rows by how much they changed over 30 days, so the one source moving against all the others stands out.

What's in it

The report opens with your scorecard at a glance. A line at the top shows the three choices the report was run with: the funnel stage, the measure and what it is broken down by. Below it, four tiles show today, the last 7 days, the last 30 days and the last 12 months, each with its change against the period before and the figure it is compared with. A short paragraph says what changed and which rows drove it.

Then come the cards, each one on its own:

The scorecard. One row for each traffic source, page, place or exit destination, with six columns: Today, 7 days, 30 days, 90 days, Year and All time. Under each figure is its change against the period before. The All time column shows each row's share of the total instead, since there is no period before it. A total row sits at the bottom. When the scorecard is by traffic source, tap a source to open the referring websites behind it, such as the search engines behind Organic Search or the AI assistants behind GEO / AEO / AI. On a phone, the table shows one period at a time, with buttons above it to switch between them.

Biggest movers over 30 days. Each row's change over the last 30 days against the 30 before, sorted by the size of the change. Rises run to the right of a centre line in green, falls to the left in red, and each row shows both figures. Rows with fewer than 10 in both periods are left out, so a jump from 1 to 3 doesn't top the list.

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 time and the level at which each one needs a look.

The three choices

Funnel stage. Which people the scorecard counts: All Traffic, Focused visitors, Engaged Leads, or any lead stage your account uses, through to Won/Closed. Focused visitors are everyone who has become a lead plus every visitor scoring 6 or more on Focused Score. An Engaged Lead is a visitor who gave a verified email through a form, a Bread & Butter conversion tool or a social login. If you don't choose, the report uses Engaged Leads.

Measure. Either Unique Visitors, how many people reached that stage in each row, or Focused Score, their average Focused Score out of 10. Unique Visitors tells you how many; Focused Score tells you how good. If you don't choose, the report uses Unique Visitors.

Analyze by. What each row is:

Traffic Sources: the eight sources in the same order as the app (Organic Search, Social, GEO / AEO / AI, Direct / Unspecified, Referred, Ad / Paid, Drip Email, Messaging Apps / CRM). Each one opens into its referring websites, except Direct / Unspecified, which has none.
Top Pages: the pages on your website.
Location: countries, then cities.
Exit Destinations: the websites people went to when they left yours.

Pages, locations and exit destinations show the top 10 rows by all time, then one row for everything else. If you don't choose, the report uses Traffic Sources. Whatever you chose is shown on the first card, so anyone reading the report knows what it counts.

How to read the colours

The scorecard colours a change only when it is big enough to mean something. Everything else stays grey, so the eye goes to the few cells that matter.

Counting people (Unique Visitors). A change is shown as a percentage. It turns green when it is up more than 15%, red when it is down more than 15%, and stays grey in between.

Average Focused Score. A change is shown in points. It turns green when the average is up more than half a point, red when it is down more than half a point, and stays grey in between.

Small numbers. When a row has fewer than 10 in both periods, a percentage would mislead: going from 2 to 4 doubles the figure but adds only two people. So the change is shown as a plain count, such as +2 or -1, and is never coloured.

Today is compared with yesterday, the last 7 days with the 7 before, and so on up to the year, which is compared with the year before. Today follows UTC time, so it starts at midnight UTC rather than at your own midnight.

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 scorecard by name. With no choices, it runs for Engaged Leads, counting people, by traffic source. To run a different version, say which funnel stage, measure and breakdown you want, in your own words:

"Run my Bread & Butter Scorecard."
"Run my Bread & Butter Scorecard for Focused visitors, by top pages."
"Run my Bread & Butter Scorecard for Engaged Leads by traffic source."
"Run my Bread & Butter Scorecard for Focused visitors by city."
"Run my Bread & Butter Scorecard for All Traffic, by exit destination."
"Run my Bread & Butter Scorecard for Engaged Leads, average Focused Score, by traffic source."
"Run my Bread & Butter Scorecard for Won/Closed by country."

There's no period to give: the scorecard always shows all six. 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 daily or weekly. The scorecard is built for a quick read: six periods side by side, so a change shows up the week it starts. Weekly on a Monday morning suits most teams; daily suits a busy season or a campaign launch. To have it arrive on its own, see Run your Bread & Butter reports on a schedule. A scheduled scorecard keeps the funnel stage, measure and breakdown named in the scheduled prompt, so it looks the same every time. To follow two versions, such as Engaged Leads by traffic source and Focused visitors by top pages, schedule each one as its own prompt.

For a marketing team. The first card is the summary: four tiles and a paragraph. It takes a minute to read on a Monday morning, and the colours show where to look. If a source or a page is coloured red in both the 7-day and 30-day columns, that is the conversation for the week.

For an agency watching several clients. Run the scorecard for each client's website weekly, so a drop shows up long before the monthly report. If a client asks why the numbers fell, the six columns answer whether it is the season or something that changed. Each card can be printed on its own, and printed copies leave out the prompts. 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 change, with a button to copy it. Ask it, or ask your own. A few examples:

Switch the view. "Run the same scorecard for Focused visitors instead of Engaged Leads, so I can see whether the fall is fewer visitors or fewer of them raising their hand." "Show the same scorecard by average Focused Score."

Go one level deeper. "Open GEO / AEO / AI and show each AI assistant week by week since January." "Which pages did the Engaged Leads from Referred read first?"

Find the cause. "List the Ad / Paid campaigns that brought Engaged Leads in the 30 days before, with how many each brought." "Which cities dropped most over the last 7 days?"

Compare. "Compare the last 30 days with the same 30 days last year." "Run my Bread & Butter Scorecard for Engaged Leads by traffic source for all my accounts, side by side."

Change the report. "Add a 14-day column." "Show the top 20 pages instead of 10." "Write the summary paragraph for a client 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 day or every week.

Your assistant can only answer from the data your account has. When a card has nothing to show, 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 the longer columns fill in as your account builds history: all time starts from the day Bread & Butter was installed. See How to Install Bread & Butter on Your Website

Lead stages in use, for a lead stage scorecard. To run the scorecard for a stage after Engaged Lead, such as Won/Closed, move your leads through the stages in Bread & Butter. See How do Lead Stages work in Bread & Butter, and why does marking Won/Closed matter?

Nothing else. Traffic sources, pages, locations, exit destinations and Focused Score are all recorded from the first visit.