What data and insights does Bread & Butter provide?

Your analytics tell you how many people arrived. Your CRM tells you who became a customer. Bread & Butter fills in everything in between, in layers: how ready each visitor looks to buy, who they are once they raise a hand, what they did before, what brought them, and what to say next.

In short: Every visitor gets a Focused Score from 1 to 10 from their first visit, with bots taken out. Your Focused Ratio shows what share of your traffic is reading closely, against the Focused Index across all Bread & Butter websites. When someone raises a hand, Profile Enrichment researches who they are and the company behind them, their whole journey is attached, and the Intelligence Brief goes to your CRM, Slack or inbox. Attribution shows which sources, campaigns and pages bring Focused visitors and sales, and with Google Ads connected every campaign and keyword gets a Scale, Watch or Investigate verdict. Nurture drafts a first email for a person on your team to send, and your AI assistant can answer questions and run ready-made reports on all of it.

1. Focused Score and the Focused Tab

Every visitor gets a score from 1 to 10 from their first visit, based on how they read your website: which sections they spent time on, how far they went and whether they came back, not just which pages they opened.

Relative to your website. Scores compare each visitor with your own traffic, not with a generic rulebook.
It learns from your wins. When you mark a lead Won/Closed, Focused Score looks back over their whole journey and sharpens what it knows about your buyers.
The Focused Tab lists the visitors scoring 6 or higher, with bots, your own team and the visits that leave in seconds taken out.

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?

2. Focused Ratio and the Focused Index

Your Focused Ratio is the share of your traffic that is Focused. The Focused Index is the same measure across all Bread & Butter websites, so you can see how your traffic compares. Most websites sit somewhere between 10% and 20%.

Scoring works from the first visit. The comparison with the Index starts after 15 days, once your Focused Ratio is calibrated. See What is the Focused Index, and what is a healthy Focused Ratio?

3. Profile Enrichment: who they are

Nobody is named while they browse. The research starts when someone raises a hand: a form, a subscription, a purchase, or one of Bread & Butter's one-click conversion tools.

The person: name, role, seniority and professional background.
The company: size, industry, market position, leadership and recent news.
On the profile as four summaries: Profile Summary, Company Summary, Location Summary and User Journey Summary.
Their journey so far is joined to them, every visit before they raised a hand included.
It runs again when they come back, so a new role or a funding round shows up.

See What is Profile Enrichment, and what does it find?

4. The Intelligence Brief and the Intelligence Stream

The Intelligence Brief is a one-page write-up for your team, in six parts:

What they just did
Their full journey
How they found you
Ice Breaker
Live talking point
Sales Trigger

It goes to Salesforce, HubSpot, Pipedrive, Slack or email with nothing to map, or to any tool through Zapier or a webhook, and it's updated every time the lead comes back. See The Intelligence Brief.

The Intelligence Stream is the Brief plus the complete session-by-session record behind it, for teams that want everything in their own data warehouse or BI tool. It goes through Zapier or a webhook. See The Intelligence Stream and Integrations and Automation: what you can send, where, and when.

5. Attribution, Google Ads and verdicts

Attribution shows which sources, campaigns and pages bring Focused visitors, Engaged Leads and Won/Closed sales, not just clicks. Every visit keeps its first and last source with the full UTM tags, and the Intelligence Stream keeps the source of every session.

With Google Ads connected, every paid visit is placed by Google's own click record, down to the campaign, ad group and keyword. Spend is set against the people each one brought:

Focused CPM and Focused CPC: what you really pay for visitors worth having.
A verdict on every campaign and keyword: Scale, Watch or Investigate, judged against your own website's paid traffic.
The Ads Spend report: paid visits your UTM tags missed, up to three budget shifts at the same total spend, and a timeline of the changes you made.

What to do with a verdict is always your call. See Connect Google Ads and Ads Spend report.

6. Nurture

For each Engaged Lead, Nurture drafts a one-to-one email from the research and the journey. Drafts wait in the Nurture Action Queue for a person on your team to review and send from their own Gmail or Outlook. When the lead comes back, a fresh draft says what changed. See What is the Nurture Action Queue?

7. Your AI assistant and the reports

Connect Claude, ChatGPT, Copilot or another AI assistant to Bread & Butter, and you can ask anything about your visitors, leads and campaigns in plain words, or run ready-made reports for a period you choose: Report for Your Boss, Leads to follow up, Leads we found for you, Attribution & Leads, Ads Spend, Scorecard and more. Reports can run on a schedule, and what your assistant can see follows your role. See Bread & Butter MCP server connections and What are the different team roles, and what do they have access to?

8. How it's collected

Everything is first-party, recorded on your own website with no third-party cookies.

On WordPress, the plugin serves everything from your own domain, so the visitor's browser only ever talks to your website.
On other platforms, one tracking code sends the data to Bread & Butter directly.
Your consent tool is respected. If your website runs one, Bread & Butter follows the choice your visitors make there.
The data is yours. Bread & Butter doesn't sell it, and doesn't buy data to work out who your visitors are.

See Server-Side vs. Browser-Side Tracking and How Bread & Butter helps you with privacy and consent.