Your Insightech MCP User Guide & Key Concepts
Updated
by Josh Gray
This article runs through how to explore performance, investigate issues, and manage tracking configuration for your Insightech profile through a connected AI assistant - Claude, Microsoft Copilot, Google Gemini, or ChatGPT.
This guide applies no matter which assistant you're using. Haven't connected yet? See the MCP Overview Article to pick your platform's setup guide.
Who is this for?
Written for marketing, ecommerce, and analytics teams who want to conversationally ask questions about their own Insightech data, or make updates to their Insightech profile. No coding experience is required. A working knowledge of your site's key pages and conversion events (e.g. purchase, signup) will help you ask sharper questions, but isn't essential.
What the MCP Connector Can / Can't Do
The connector can read almost everything in your Insightech profile, and can create or edit a limited set of configuration objects (custom events, conversions, funnels, and segments).
What the MCP Won't Do - It will not delete anything from your profile, and it will not backfill historical data into newly created events — Insightech requires these actions to be done in the UI, to avoid accidental deletion or long-term creation of untracked events.
See Limitations Of The MCP below for the full list.
Getting Started
You don't need to know any tool names or IDs to use this connector - just describe what you want in your own words.
- See what you have access to. Try asking: "What accounts and profiles do I have access to?" This lists every account and profile you can query, and flags which ones you have admin access on (relevant for the configuration actions below).
- Get an overview of a site. Try asking: "Give me an overview of performance for [site name]." This typically returns sessions, revenue, conversions, a trend versus the prior period, top pages, and any notable errors — often with a chart.
- Ask follow-up questions. Conversations build on each other. Once a site has been discussed, you can ask narrower follow-ups without repeating the profile name every time — for example "now show me just the mobile traffic" or "what's driving that error?"
Key Concepts
A handful of ideas come up in almost every request. Understanding them will help you get precise answers faster.
- Accounts and profiles. An account is typically one client or brand. Each account has one or more profiles, which usually correspond to a specific website or app (for example, a production site and a staging site under the same account). Most requests need a profile, not just an account name — your assistant will look this up if you mention the brand or site by name.
- Date ranges. Almost every reporting request is scoped to a start and end date, interpreted in the profile's own timezone. If you don't specify a range, your assistant will choose a sensible default (commonly the last 7 or 30 days) and tell you what it used. You can always ask for a different window — "show me the same thing for last quarter" or "compare this week to the same week last month."
- Filters and segments. Two ways exist to scope a report to a subset of traffic: an ad-hoc filter — a one-off condition described in your request, e.g. "mobile sessions from Australia" — or a saved segment, a named, reusable filter (e.g. "Returning Visitors" or "Trade customers") already set up on the profile. Ask your assistant to list existing segments, or to create a new one for reuse later. The two can be combined — e.g. applying a "Desktop Traffic" segment together with an ad-hoc filter for a specific landing page.
- Conversions. A conversion is a defined goal — most commonly a purchase, but it can be any tracked action. Revenue and conversion-rate figures in most reports are driven by whichever conversions are configured as the profile's defaults, unless you ask your assistant to scope to a specific one.
- Custom events. A custom event is a named, structured signal built from raw tracking data — for example, a checkout-started event built from a page's analytics tag. Custom events can carry properties (extra structured details, such as a cart value or coupon code) and are the building blocks for conversions, funnels, and breakdowns.
- Data residency. Some profiles are hosted in a different data region from where a request is processed. If this applies to a profile you ask about, your assistant will tell you and ask you to explicitly confirm before the request proceeds. This is a one-time confirmation per action, not a setting you need to manage.
Reporting Capabilities
The table below summarizes what you can ask for. You never need to reference a function name directly — your assistant translates your question into the right mixture of these behind the scenes.
Capability | What It Gives You |
Who am I | Confirms which Insightech user you're authenticated as |
List profiles | Every account and profile you can access, and whether you're an admin on each |
Profile settings | A profile's name, timezone, plan, and tracked domains |
Account usage | Pageview, event, and visitor volume for an account over a date range |
Dashboard summary | Sessions, pageviews, conversions, and revenue over a date range, broken down by dimensions such as browser |
Page performance | Views, sessions, and conversion metrics for every page, with site-wide totals included |
Landing page performance | Performance specifically for the pages where sessions began |
Navigation paths | The most common routes visitors take through the site |
Click map | Per-element click counts and click rate for one specific page |
Scroll map | How far down a page visitors scroll, and fold visibility |
Form analytics | Submission rates, bounce rates, and field-level metrics for forms |
Session list | A filterable list of sessions with aggregate stats; can be limited to sessions with a replay recording |
Session narrative | A readable, chronological walkthrough of one session — pages visited, clicks, errors, events — useful for understanding why a specific visitor did or didn't convert |
Error list | JavaScript errors, API errors, rage clicks, and dead clicks, with which pages they occur on and an estimate of associated revenue impact |
List conversions | Every conversion defined on the profile |
List funnels | Every saved funnel on the profile |
Funnel detail | Step-by-step conversion rates for one funnel over a date range |
Funnel history | Who changed a funnel, and when |
List segments | Every saved segment on the profile |
Segment history | Who changed a segment, and when |
Event catalog | Standard, datalayer, conversion, and custom events recorded on the profile, with a text search option |
Explore raw event data | The structure of raw events — property names, types, and sample values — useful before defining a new custom event |
Sample raw events | Individual raw event rows with full payloads |
List custom events | Every custom event definition on the profile: name, label, properties, and triggers |
Custom event detail | One custom event's full trigger conditions and property schema |
Custom event history | Who changed a custom event, and when — created, properties added, triggers updated |
Custom event breakdown | Occurrences of a custom event broken down by up to two of its properties |
Common Reporting Questions
- "How is the website performing this week?"
- "What is causing that drop in checkout conversions?"
- "Which pages get the most traffic, and where do people drop off?"
- "Are there any errors affecting checkout right now?"
- "Show me a session where someone visited the checkout, but did not convert"
- "How does mobile traffic compare to desktop?"
- "How is our conversion rate trending over time?"
- "Where are the biggest drop-off points happening in our main website funnel?"
Using Your Assistant To Configure Insightech
You can set up funnels, create new events, and create segments within the Insightech platform by asking your assistant directly. These actions require Admin or Edit access on your profile. Your assistant will not delete reports, segments, or events on your behalf (avoiding accidental removal) — that has to be done directly in the Insightech platform UI.
Best practices when creating new events:
- Avoid duplicate events — ask what's already configured before creating something new.
- Check for existing datalayer events — before defining a brand-new event from scratch, ask your assistant to check for any key events (like a dataLayer event) that should be used instead.
What you can create or edit:
Action | Effect |
Create a custom event | Defines a new named event with its trigger conditions and properties. Starts detecting matching activity immediately |
Add a trigger to a custom event | Adds an additional way for an existing custom event to be detected. Goes live immediately |
Create a conversion | Defines a new conversion goal, optionally with revenue tracking |
Update a conversion | Edits an existing conversion's definition |
Create a funnel | Builds a new saved, multi-step funnel |
Update a funnel | Edits an existing funnel's steps or settings |
Create a segment | Saves a new reusable filter as a segment |
Update a segment | Edits an existing segment's filter or sharing settings. If the segment is private, only the admin who created it can edit it; if shared, any admin on the profile can |
Limitations of the MCP
What you need to do in the Insightech UI. A few things are outside what this connector can do for you, no matter what access you have — these require going into the Insightech web application directly.
Not Available Through the Connector | Why It Has To be Done In the UI |
Delete or archive anything | There is no delete tool for custom events, segments, funnels, conversions, or any other object. Nothing can be permanently removed through this connector |
Backfill history into a new custom event or trigger | A newly created custom event or trigger only starts matching activity from the moment it goes live. Backfilling against data that already existed is only possible through the web app |
Change a profile's settings | The connector can read a profile's timezone, tracked domains, and plan, but has no tool to edit any of them |
Manage user roles and permissions | Granting or changing Admin or Viewer access for a user isn't allowed by the MCP and must be done by your admin in the Insightech platform |
Other limitations. Admin access is required for every create or edit action above — there's no separate "Editor" tier. If you only have Viewer access on a profile, none of those actions are available to you through the connector (or in the UI). And as noted under Key Concepts, if a profile's data is hosted in a different region from where the request is processed, your assistant must ask for your explicit confirmation before the data crosses regions.
Other Tips & Tricks For Your Prompting
- Name the brand or site rather than an internal ID - your assistant will resolve it for you.
- If you don't specify a date range, your assistant will choose a sensible default and tell you what it used; just ask again with a different range if needed.
- Ask for comparisons explicitly ("versus last week," "versus the same period last year") — these aren't always included by default.
- When something looks off, ask "why" — your assistant can usually drill from a summary number into the pages, errors, or sessions behind it.
- Before asking for something to be created, ask what already exists — this avoids duplicate tracking and wasted effort.
- Treat any request that creates or edits configuration as a real change: review what's proposed before confirming.
Getting Additional Help
If a request doesn't return what you expected, try rephrasing it with a specific page, date range, or metric in mind — vague requests occasionally return more (or less) than intended.
If you believe the connector is missing a capability you need, or is returning something incorrect, contact your account team or support@insightech.com.
