What data and insights does Bread & Butter provide?
Bread & Butter runs under and between your analytics and your CRM. Your analytics tells you how many people came; your CRM tells you who converted. Bread & Butter fills in everything in the middle: who is showing real buying intent, who they are once they raise their hand, what they did on the way in, which channels and keywords brought them, and what to say to them next. Here is what that produces, section by section, with a link to the article that goes deeper on each.
In short: every visitor gets a Focused Score from their first visit, and the Focused Tab shows you the ones with intent. The Focused Index tells you whether the share of your traffic showing intent is healthy compared to the network. When someone converts, Deep Profile Enrichment researches the person and their company and writes it up on the profile. The Intelligence Brief carries all of that into your CRM, Slack or email, refreshed every time the lead returns. Attribution shows which sources, campaigns and keywords produced the intent rather than the clicks, with a Scale or Watch verdict on each. Nurture AI drafts the follow-up. Your analytics and your CRM keep their jobs; this is the layer that makes them worth more.
Focused Score and the Focused Tab
Every visitor is scored from 1 to 10 on buying intent, from the first visit, using proprietary heatmaps that measure how deeply they engaged with specific sections of your pages rather than just which pages they opened. The score is relative to your own traffic and trained on the deals you mark Won/Closed, so it learns what a buyer looks like on your site. The Focused Tab is the working view: everyone scoring 6 or higher, with bots, internal visits and instant bounces already removed.
See What is Focused Score and how does it evaluate my traffic? and What is the Focused Tab, and how is it different from Engaged Leads?
Focused Index and Focused Ratio
Your Focused Ratio is the share of your raw traffic that shows intent. The Focused Index is the same measure across the whole Bread & Butter network, so you can see whether your marketing is bringing in the right people at a normal rate. The healthy range is 10% to 20%. The comparison unlocks after a fifteen-day calibration; the scoring itself is live from day one.
See What is the Focused Index, and what is a healthy Focused Ratio?
Deep Profile Enrichment
Nobody is named until they act: a form you already have, a subscription, a purchase. At that moment the research starts. Enrichment confirms the person's name, role and professional history, identifies the company and researches its size, industry, market position, leadership and recent news, and writes the results up on the profile as a Profile Summary, Company Summary, Location Summary and User Journey Summary. The whole journey before the conversion is stitched to the record, and the research is re-run each time the lead comes back, so a new role or a funding round shows up rather than going stale.
See What does Deep Profile Enrichment find, and where do I see it?
The Intelligence Brief and the Intelligence Stream
None of this stays inside Bread & Butter. The Intelligence Brief is one payload that combines the enrichment, the attribution and six written fields a rep can read in ten seconds: what they just did, their whole journey, how they found you, a local icebreaker, a live talking point and a sales trigger. It goes into Salesforce, HubSpot or Pipedrive with no field mapping, or to Slack, email, Zapier and Webhooks, and it refreshes every time the lead returns. The Intelligence Stream is the Brief plus the complete session-by-session record behind it, for data warehouses and BI tools.
See The Intelligence Brief, The Intelligence Stream and Integrations and Automation.
Attribution, Campaigns and Keywords
Attribution shows where your Focused visitors came from, source by source and campaign by campaign, measured against intent rather than clicks. Connect Google Ads and the report goes a level deeper: campaign and keyword spend comes in and is set against the Focused visitors each one produced, so you see a true cost per Focused visitor and a Focused CPM based only on people who engaged. Each source, campaign and keyword gets a verdict, Scale or Watch, so the report reads as a recommendation rather than a table. Whether to stop a campaign stays your call.
Every visit carries first and last attribution with full UTM parameters, and the Stream carries attribution for every individual session, so multi-touch stops being an estimate.
Nurture AI
For each Engaged Lead, Nurture AI drafts a personalised email from the enrichment and the journey, ready to review and send from the Nurture Action Queue, through your own email account. When a lead returns, a fresh draft follows that leads with what changed. Sending is unlimited.
See What is the Nurture Action Queue?
How It Is Collected
The tracking is first-party end to end. On WordPress the plugin serves the script from your own domain and delivers data server to server; on every platform the data goes to Bread & Butter rather than to a third-party script in the browser. That is a more reliable foundation than the identification scripts that browser privacy features are built to block, and it is also the consent-based one: the profile starts with something the visitor chose to give you.
See Server-Side vs. Browser-Side Tracking: The Reliability and Ethics of Bread & Butter