Email insights

The email list tells you who signed up. Email insights tells you whether the page is working.

Conversion rate

Signups ÷ page views, shown all-time and for the trailing 30 days.

This is the single number worth watching. A page with 4,000 views and 40 signups is a 1% page; the fix is the page, not more traffic.

Rough expectations for a pre-launch page with a clear offer: 2–5% is ordinary, above 8% is good. Below 1% usually means one of:

The form is below the fold on mobile
Nothing says what signing up gets them
There is no date, so there is no reason to act now

Two numbers rather than one because they answer different questions. All-time is your baseline; the last 30 days tells you whether recent changes helped.

Don't guess at the fixIf the rate is low and you have a theory, A/B test it. Changing the headline and watching the number move is not evidence — traffic mix changes on its own.

Growth trend

Daily signup counts, for charting alongside the analytics trend.

Read them together. Signups tracking views means the page converts consistently and you need more traffic. Signups flat while views climb means the new traffic is worse qualified, or the page is not speaking to it.

Best times

Signups broken down by hour of day and by weekday.

This is campaign timing, not page optimisation. If your audience signs up on Tuesday evenings, that is when to send the launch announcement.

Held back below 30 signupsTiming breakdowns only appear once you have at least 30 signups. Below that the card says so rather than drawing a chart. One signup at 3pm does not make 3pm your best hour, and a chart implying it would be worse than no chart.

The same restraint applies elsewhere: A/B tests will not report a winner below 30 views per side either.

Freshness

Cached for five minutes, matching the analytics card so the two agree when read together.

What it does not do

It does not send email. Insights measures; it does not have a sender. Export to your mail tool, or use Shopify Email against the customers the form created.
It does not segment. There is no filtering by source or by variant here. Per-variant conversion is in the A/B card.
It does not count third-party signups. With a Form action URL set on your template, signups go to that service and never reach the app, so conversion rate reads zero however well the page performs.

If conversion looks impossibly low

Check where signups are going. A form action URL routes them out of the app.
Check your own testing is not inflating views. Every load of /apps/coming-soon counts, yours included.
Check the form is actually on the published template. It is a per-template setting, and it is easy to enable it on a template you then did not publish.