Getting Started

Overview

What is Filament?

Filament is an AI-powered data warehouse that helps marketing professionals connect all their tools in one place and get insights through simple conversations. Instead of manually exporting data into spreadsheets or struggling with complex analytics tools, you can ask questions in plain English and get instant answers with visual charts and dashboards.

Perfect for:

  • Marketing managers who need cross-platform insights
  • Teams tired of quarterly spreadsheet marathons
  • Anyone who finds Google Analytics 4 overwhelming
  • Organizations wanting data-driven decisions without hiring analysts

Sign Up

The Signup process is simple.

  1. Create Your Account

    Visit filamentanalytics.com and sign up using your email and password, or click “Sign in with Google”.

  2. Setup Your Organization

    Choose a name for your organization (this can be your company name), and start your 14-day free trial. You can invite up to 5 team members once your setup is complete.

  3. First Steps

    After signing up, you are ready to connect your data apps. Start by connecting your most important data app or connect one of our Demo data apps to explore the app.

Connect Your Apps

Filament works by pulling data from your existing tools into one place. No more switching between different dashboards or copying numbers into spreadsheets.

Supported Data Apps:

  • Stripe
  • Google Analytics 4
  • Google Search Console
  • Google Sheets
  • Customer.io
  • Raisely

Coming soon:

  • Salesforce
  • Mailchimp
  • Campaign Monitor
  • Xero
  • And more…

How to Connect Your First App

  1. Go to Apps

    Click “Apps” in the sidebar, then click “+ Add app”

  2. Pick Your Tool

    We recommend starting with Google Analytics 4 because it shows the most complete picture of your marketing. You can also connect Google Search Console or Stripe if you want to start simple.

  3. Complete the Connection

    After choosing your app, you will be prompted to sign in with your account. You'll give us read-only access—we can look at your data but can't change or delete anything. For Google Analytics, if you have multiple properties, select the one you want to analyze.

  4. Wait for Data

    It takes about 10 minutes to initially pull in your data. You can start asking questions before it finishes loading. You'll see a progress bar showing sync completion percentage.

  5. Next Steps

    After connecting your app, we recommend setting up custom context to help the AI better understand your organization and data.

Connection Status & Management

  • Green “Connected” badge: Everything is working correctly
  • Last sync time: Shows when data was last updated
  • Sync frequency:
    • Google Analytics 4: Every 6 hours
    • Stripe: Every 2 hours
    • Google Search Console: Every 24 hours
    • Google Sheets: Every hour

Add Team Members

  1. Click “Settings” in the sidebar and find the team section.
  2. Send invitations: Type in your team members' email addresses. They'll get an email to join.
  3. How team access works: Everyone can see the same connected apps and create dashboards. Dashboards start private but you can share them with the team when ready.

Features

Dashboards: Chat With Your AI Data Analyst

The chat interface is where you'll spend most of your time in Filament. Think of it as having a conversation with a data analyst who knows all your marketing data.

How It Works

Navigate to Dashboards in the sidebar. Type your question about your data in natural language. The AI will analyse your question, understand your data schema, and generate the SQL queries automatically. Filament responds with both text explanations and visual charts and will generate a new dashboard for you. You can ask follow-up questions to dive deeper.

Go to “Dashboards” in the sidebar. Type a question like “How many visitors did I get last month?” Filament looks at your data, understand your data schema, and generate the SQL queries automatically. Filament responds with both text explanations and visual charts and will generate a new dashboard for you. You can ask follow-up questions to dive deeper.

Example Questions

  • “Show me website traffic for the last 30 days”
  • “What's my top traffic source this month?”
  • “How many conversions did I get from Google Ads?”

Website Performance:

  • “Show me my website traffic by month this year”
  • “What pages get the most visitors?”
  • “How is my bounce rate trending?”

Traffic Sources:

  • “Which marketing channels drive the most traffic?”
  • “Compare organic search vs paid traffic”
  • “Show me social media referral traffic”

Cross-Platform Analysis:

  • “Compare my Google Ads spend to website conversions”
  • “Show me customer lifetime value from Stripe”
  • “How do email subscribers convert to customers?”

Tips for Better Results

  • Be specific about time periods: “last 30 days”, “this quarter”, “year over year”
  • Ask follow-up questions: “Can you break that down by device type?”
  • Request different chart types: “Show this as a pie chart instead”
  • Compare data: “How does this compare to last month?”

Save and Share Your Work

Everything saves automatically. You don't need to save anything—every dashboard you create stays saved.

Private by default: New dashboards only you can see. When you want to share one with your team, click “Share” and select “Share with organization.”

Find Your Dashboards:

  • All Dashboards: View every dashboard in your organization (if shared)
  • My Dashboards: Your private dashboards and ones you've created
  • Favorites: Star important dashboards for quick access in your sidebar
  • Search: Find specific dashboards using the search bar

How to Share a Dashboard

  1. Open the dashboard you want to share
  2. Click on the ‘Share’ button in the top right
  3. Select “Share with organization”
  4. Team members can now view and interact with the dashboard

Memories: Help Filament Learn Your Business

Filament remembers things for your whole organisation. This makes it easier to get consistent, useful answers across your team without repeating yourself.

There are three kinds of memories:

1. Knowledge

What you want Filament to always know.

Knowledge is where you can manually add important facts or context that should apply across your organisation. Ideally you set this up at the start to provide Filament with a fundamental understanding of your business, terminology, and key metrics. This helps Filament give better answers and stay aligned with your goals.

Examples:

  • What your organisation does and its business model.
  • Definitions of internal terms or naming conventions, your KPIs, goals or business language.

2. Memories

What Filament has learned automatically.

Filament builds memories from the way you use it. For example, if you regularly ask about specific campaigns, accounts, or projects, Filament will remember those details. Approving them means you won't need to repeat yourself, and your dashboards will be more relevant. You're always in control of what Filament remembers. Nothing is permanent unless you approve it.

  • Created automatically by Filament.
  • Keeps track of key facts and preferences that emerge over time.

3. Data Notes

How to help Filament read your data correctly.

When you connect a new app, you can add App Notes. These are short explanations that tell Filament how to interpret the data. They are especially useful if:

  • You connect multiple instances of the same app, for example two Google Sheets.
  • You want to clarify what a specific account, project, or dataset represents.
  • You need to explain differences between sources.

Examples:

  • “This account is used for our US donations.”
  • “This project tracks internal campaigns, not public ones.”

Without Data Notes, Filament may confuse similar-looking sources. With them, you ensure it always knows exactly how to read your data.

Putting It All Together

  • Memories → Filament's automatic notes.
  • Knowledge → Shared facts you add for your whole organisation.
  • Data Notes → Clarifications tied to each data source.

Together, these three types of memory help Filament give accurate, consistent, and context-aware answers across your organisation.

Managing Your Memories

Knowledge (Start Here)

Under “Memories” in the sidebar, you access the “Knowledge” tab. Edit your existing organization knowledge from here. Useful information to add:

  • Business model and main revenue streams
  • Key performance indicators and success metrics
  • Internal terminology and acronyms
  • Organizational structure and team roles
  • Seasonal patterns or business cycles

Example:

“We are a nonprofit focused on environmental conservation. Our main revenue comes from individual donations and corporate partnerships. Q4 (October-December) is our biggest fundraising period. We measure success through total donations, donor retention rate, and number of new monthly supporters. Major gifts are donations over $1,000.”

Memories

Review suggested memories: Click “Memories” in the left sidebar to access review suggested memories. Filament automatically suggests memories based on your conversations. Click “Keep” to add useful memories to your knowledge base, or click “Ignore” for memories that aren't relevant. You can also edit or remove existing memories.

Data Notes

Navigate to Apps > [Your app] > Configuration. Add context specific to each data source and explain what fields mean in your business context. When and what to add in data notes:

  • When you have multiple instances of the same app connected (for example two Google Sheets tables)
  • What specific accounts or properties represent
  • Custom field definitions and calculations
  • Data quality notes or known limitations

Example for Google Analytics:

“This GA4 property tracks our main website. ‘Donations’ goal includes both one-time and monthly signup conversions. Traffic spikes in November/December are normal due to our year-end campaign.”

Why Memories Matter

Better Responses: The AI understands your business priorities and speaks your language. Suggestions align with your goals and industry context, with reduced need to re-explain context in each conversation.

Consistent Analysis: Same terminology and business rules are applied across all dashboards. Team members get consistent insights regardless of who asks questions, and business context shapes how data is interpreted and presented.

Faster Insights: Filament remembers your preferred chart types and analysis approaches. Previous business knowledge informs new analysis, meaning less time spent explaining context and more time getting answers.

Privacy and Control

  • Organization-only: Memories are private to your organization
  • Full control: You can modify or delete any memory at any time
  • You decide: Approve what Filament learns about your business
  • Controlled learning: You approve what Filament remembers about your business

Data Apps

Google Analytics 4

Google Analytics 4 provides comprehensive website and app analytics data.

Prerequisites

You'll need Admin access to your Google Analytics account and a GA4 property that's set up and collecting data. We recommend having at least 7 days of data for meaningful insights.

Setup

  1. In Filament, navigate to ‘Apps’ in the sidebar and select ‘Add app’
  2. Select ‘Google Analytics 4’ from the modal
  3. Sign in with your Google account
  4. Choose the GA4 property you want to analyze
  5. Grant read-only permissions to Filament.

Data Sync:

Historical data: Up to 14 months of data will be imported, or less depending on your Google Analytics 4 retention.

Sync time: 5-15 minutes depending on data volume

Updates: Every 6 hours with fresh data

Add data notes: During setup, you can provide additional context about what this data represents to help Filament generate more relevant insights.

What Data Is Available

  • Traffic metrics: Sessions, users, page views, bounce rate
  • Acquisition data: Traffic sources, campaigns, referrals
  • Behavior insights: Popular pages, user journeys, engagement
  • Conversion tracking: Goals, e-commerce transactions, custom events
  • Audience data: Demographics, interests, technology used

Common Questions You Can Ask

  • “What's my website traffic trend over the last 3 months?”
  • “Which landing pages convert the best?”
  • “How do mobile vs desktop users behave differently?”
  • “What's my organic search traffic compared to paid?”
  • “Show me conversion rates by traffic source”

Troubleshooting & Limitations

Connection Issues: Ensure you have Admin access to the GA4 property and check that GA4 is actively collecting data. Verify the correct property was selected during setup.

Missing Data: New GA4 properties may have limited historical data, some metrics require specific GA4 configuration, and custom events need to be set up in GA4 first.

Limitations: Google Analytics API only supports aggregated reports at this time, which means we don't have event-level data and rely on specific fields and groups that we request from Google Analytics. There may be very slight differences to your GA4 reports due to perturbing.

Google Search Console

Prerequisites

You need a verified property in Google Search Console using the same Google account used for verification.

Setup

  1. In Filament, navigate to ‘Apps’ in the sidebar and select ‘Add app’
  2. Select ‘Google Search Console’ from the modal
  3. Sign in with your Google account
  4. Choose the property matching your website
  5. Confirm read-only access permissions.

Data Sync:

  • Historical data: We sync 12 months of historical data. More can be requested
  • Update frequency: Every 24 hours
  • Initial sync: 5-15 minutes typically
  • Add context: Provide additional context during setup about what your search data represents and your website's purpose to improve analysis quality.

What Data Is Available

  • Search performance: Clicks, impressions, click-through rates
  • Keyword data: Which search terms bring traffic
  • Page performance: How individual pages rank in search
  • Technical insights: Indexing status, mobile usability
  • Geographic data: Performance by country/region

Common Questions You Can Ask

  • “What are my top performing search terms?”
  • “Which pages get the most search traffic?”
  • “How is my search visibility trending?”
  • “What's my average click-through rate?”
  • “Show me search performance by country”

Understanding Search Console Metrics

  • Impressions: How often your pages appear in search results
  • Clicks: Actual visits from search results
  • CTR (Click-Through Rate): Percentage of impressions that result in clicks
  • Average Position: Where your pages typically rank in search results

Google Sheets

Import custom data, manual reports, or information from tools that don't have direct integrations.

What You Can Upload

  • Custom tracking data: Manual campaign tracking, offline conversions
  • Survey results: Customer feedback, market research data
  • Financial data: Budget information, cost data from other platforms
  • CRM exports: Customer data, sales pipeline information
  • Any structured data: As long as it's organized in rows and columns

Setting Up Google Sheets Connection

  1. Prepare Your Sheet

    2. Organize data as a table with clear column headers in the first row. Use consistent date formats (YYYY-MM-DD recommended), remove empty rows and columns, and ensure data is in a single sheet tab. You can sync multiple sheets as separate apps.

  2. Connection Process

    3. In Filament, navigate to ‘Apps’ in the sidebar and select ‘Add app’. Select ‘Google Sheets’ from the modal, choose the specific spreadsheet to connect, and select the sheet tab containing your data.

  3. Data Import

    4. Automatic detection of data types and structure with data refresh every hour. Add data notes: During setup, describe what your data represents, explain any custom columns, and clarify business meanings to help Filament understand your spreadsheet structure.

Best Practices

  • Clean data: Remove extra formatting, merged cells, and empty rows
  • Consistent formats: Use the same date format throughout
  • Clear headers: Use descriptive column names
  • Regular updates: Remember to refresh manually when data changes

Common Use Cases

  • “Analyze survey responses by customer segment”
  • “Compare manual campaign tracking to GA4 data”
  • “Show budget vs actual spend by campaign”
  • “Track offline conversions alongside online data”

Stripe

Connect your Stripe account to analyze payment, subscription, and customer data.

Setting Up Stripe Connection

  1. Prerequisites

    You need an active Stripe account with transaction history, Admin access to your Stripe dashboard, and at least some payment data to analyze.

  2. Connection Process

    In Filament, navigate to ‘Apps’ in the sidebar and select ‘Add app’. Select ‘Stripe’ from the modal, authenticate through Stripe OAuth, grant read-only access to your payment data, and confirm the account details are correct.

  3. Data Sync & Context
    • Historical data: Up to 2 years of transaction history
    • Update frequency: Every 2 hours
    • Initial sync: 10-20 minutes depending on transaction volume
    • Add data notes: During setup, provide context about your business model, product types, and what different payment statuses mean to improve analysis accuracy.

What Data Is Available

  • Payment metrics: Revenue, transaction volume, payment methods
  • Customer data: Customer lifetime value, subscription status
  • Subscription analytics: Churn rates, MRR (Monthly Recurring Revenue)
  • Product performance: Which products/plans perform best

Common Questions You Can Ask

  • “What's my monthly recurring revenue trend?”
  • “Which products generate the most revenue?”
  • “What's my customer churn rate?”
  • “Show me payment method preferences”
  • “How does customer lifetime value vary by acquisition source?”

Understanding Stripe Metrics

  • MRR: Monthly Recurring Revenue from subscriptions
  • Churn Rate: Percentage of customers who cancel subscriptions
  • LTV: Customer Lifetime Value - total revenue per customer
  • ARPU: Average Revenue Per User