Overview | Reporting | Nobi Knowledge Base

Nobi's reporting gives you visibility into how customers use the AI assistant and how it impacts your business. Track performance metrics, understand search trends, see which traffic sources drive the most engagement and revenue, and identify opportunities to optimize your merchandising and customer experience.

Reporting Pages

Nobi's reporting consists of two main pages:

Performance Metrics

Track Nobi's business impact with key performance indicators:

Total messages - How many customer interactions Nobi handles

Searchers and messagers - Number of unique customers using Nobi

Revenue - Total sales attributed to Nobi interactions

Orders - Conversions driven by Nobi

Engagement metrics - Clicks, add-to-carts, views, and conversion rates

Acquisition channels - See which traffic sources (organic search, direct, paid, social, etc.) drive the most searches, clicks, and revenue through Nobi, viewable by channel or by individual query

MCP and agent traffic - Questions sent through Nobi's MCP server count as messages and appear under the MCP entry point when the merchant has MCP enabled

Go to Performance Metrics →

MCP And Agent Traffic

If you expose Nobi through Model Context Protocol (MCP), questions sent through the MCP ask_question tool count as sent messages in Performance. They also count toward message-based billing, the same as regular live-site chat messages.

MCP traffic is grouped under the MCP entry point. MCP clients do not always provide a stable visitor identifier. When they do not, the Conversations page explains that the MCP client did not provide a visitor ID instead of showing an empty value.

MCP tool responses are returned as plain text. Information that the browser widget normally receives through SSE events, including sources, product results, suggested follow-ups, redirects, and lead capture prompts, is included inline in the text response.

For source attribution, add tags to your MCP manifest URL. Supported tags are source, utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Nobi preserves these tags from the manifest URL into the returned RPC endpoint and logs them on MCP analytics events.

Recommended examples:

llms.txt: add source=llms_txt&utm_source=llms_txt&utm_medium=mcp&utm_campaign=mcp_discovery

Website head link: add source=website_head&utm_source=website&utm_medium=mcp&utm_campaign=mcp_discovery&utm_content=head_link

Website comments: add source=website_comment&utm_source=website&utm_medium=mcp&utm_campaign=mcp_discovery&utm_content=body_comment

AI documentation pages: add source=docs&utm_source=docs&utm_medium=mcp&utm_campaign=mcp_discovery&utm_content=mcp_setup

Insights

Understand customer behavior and search patterns:

Query trends - What customers are searching for and how it changes over time

Topic analysis - Categorized view of search themes and patterns

Search vs query intents - How customers use search versus conversational queries

Top queries - Most common searches and their performance

Excluding Internal IPs

Nobi lets you provide a list of internal IP addresses that will be excluded from both Performance and Insights metrics. This can be useful for when your team is trying Nobi’s features from your site. Events from these IPs will still count towards message caps for billing but will be excluded from analytics.

To add excluded IP addresses, go to the general settings page in your Nobi dashboard, scroll down to where it says “Excluded IPs”, and add a new IP address for each address you’d like to exclude from analytics. Analytics will be updated going forward but historical analytics will remain unchanged.

Reporting & Analytics Overview Reporting Pages Performance Metrics MCP And Agent Traffic Insights Excluding Internal IPs