What are Assets?

Assets are anything used by a company to promote product adoption. Common examples of Assets are Web pages, Docs pages, or Emails. The Docs page that you are reading right now is considered an Asset and is currently being tracked by our team, inside the Flywheel platform. Pretty meta, huh!

Use cases for asset analytics

The primary use case for viewing Assets in Flywheel is to see unique data insights that help improve your go-to-market engine. Specifically, Flywheel is the only product that allows you to see which of your marketing or sales activities actually drive in-product behavior. Here are some examples:

  • Feature adoption. Soarwheel recently launched Feature X. They sent an email to their user base about Feature X. Flywheel can tell Soarwheel how many people tried out Feature X as a direct result of this specific email.

  • Monetization. Soarwheel decides to launch a new Premium tier. They write a blog post about the features included in the new tier, then track how many users upgraded after reading the post.

  • Signup journeys. Soarwheel notices that a VP of Product for a large company recently signed up for a trial. After looking at their Contact page in Flywheel, the Soarwheel team discovers the VP had been looking at various Docs pages for two weeks before eventually signing up from the Homepage.

How Assets are created

Flywheel automatically generates and tracks all of your Assets for you. Similar to Contacts and Accounts, there are two primary ways in which Assets become tracked in Flywheel.

Creation via integrations

Integrating with a product such as Hubspot will sync any Assets created within the product. These Assets will be categorized according to how the integration groups them together. The following Asset types are currently imported from integrations:

  • Hubspot: Web pages, Landing pages, Blog posts, Emails

  • Intercom: Articles


If either Segment or Intercom are installed on a domain (or subdomain), Flywheel will automatically create an Asset for every unique clean URL included in event metadata. Below are a few examples of scenarios where Flywheel would create, and categorize, an Asset automatically.

  • → Web page

  • → Web page

  • → Blog post

  • → Blog post

  • → Documentation

  • → Documentation

Supported Asset categories

We're constantly adding new Asset categories. The categories below are currently supported within Flywheel.

Web pages

The most commonly tracked Asset in Flywheel, Web pages are any individual URLs that exist on your marketing website. These are all examples of URLs tracked by Flywheel as Web pages.





Creating Web pages

Web pages can be imported from a Hubspot integration, or created from Segment and Intercom events sent to Flywheel. However, URLs that contain /blog, /blogs, /docs, or /documentation, or are derived from subdomains with .blog or .docs, will be classified as either Blog posts or Documentation instead. The Blog post or Documentation category overrides the Web page category in these scenarios.

How does Flywheel know that a URL is considered a marketing or product Asset? Integrations that send events to Flywheel, such as Segment and Intercom, can be given a source type. If the source type is defined as Product, all unique URLs will be considered App pages. If the source type is Marketing, the unique URLs will be created as either a Web page, Blog post, or Documentation.

Note: Changing the source type will change an Asset’s category automatically.

Naming Web pages

The name of each Web page is determined by the page title collected from integrations or event metadata. If no title is provided, we will create one automatically from the URL. Here’s an example:

  • → Product Led Growth

Blog posts

In Flywheel, Blog posts are broken out as a unique Asset category despite technically being Web pages. The reason for this is that Blog posts serve a fundamentally different purpose than traditional Web pages. Additionally, Blog posts are often used to drive in-app behavior such as feature adoption rather than just pushing for signups.

Creating Blog posts

Just like Web pages, Blog posts can be imported from a Hubspot integration or created automatically from Segment and Intercom events. However, Blog posts are only created if its data source is defined as Marketing and the URL contains one of the following:

  • /blog/

  • /blogs/

  • blog.domain

  • blogs.domain

Naming Blog posts

Again, just like Web pages, Flywheel will sync with the integration source for a Blog post title or will create one in the absence of a defined name. Occasionally this will result in very long Blog post names in Flywheel:

  • → This is a very long blog post about product led growth


Documentation are created an operate the same way as Blog posts and Web pages, but a URL must contain one of the following to be considered Documentation:

  • /docs/

  • /documentation/

  • docs.domain

  • documentation.domain

Naming Documentation pages

As Flywheel does not currently integrate with any products with Documentation as a specific data object, the name of Documentation pages will alway be either the provided page title from event metadata or will be generated by Flywheel automatically.


Emails are currently only created after integrating with your Hubspot instance. In the future, Flywheel will integrate with other email sources such as Sendgrid, Mailchimp, Marketo, and more. To request one of these integrations, please vote or create a feature request here.

Landing pages

Landing pages are another Asset category that are only created from Hubspot. However, customers will soon be able to designate any Segment source as ‘Landing pages’ to accommodate services who create unique subdomains, such as Unbounce or Leadpages.


Articles are created after integrating with an Intercom instance that has Articles.

App pages

App pages are similar to Web pages in that they are created automatically from events that contain URLs. However, an App page is only created from a URL if the source type is set to “Product”. If the source is set to “Marketing”, Flywheel will instead generate either a Web page, Blog post, or Documentation page.

Asset pages

There are three levels at which you can compare Assets.

Asset overview → Asset lists → Asset details pages

Asset overview

The Asset overview page is a quick way to understand what marketing tactics are driving traffic and active users, as well as where that traffic is coming from.

Asset category filters

The top bar allows you to choose which asset category you want to evaluate, such as web pages, blog posts, or emails. All of the metrics on the page will be filtered to only show values based on the asset category you've selected.

Date filters

You can choose between these predefined date filters for the asset overview page.

  • Last 24 hours

  • Last 7 days

  • Last 30 days

  • All-time

Influenced records

This section shows the number of known contacts that have interacted with any of your assets in the given time frame, as well as the number of accounts. These are traditionally known as ABM metrics that can help you determine how effective your marketing is at driving adoption and awareness.


  • The number of Contacts who have triggered an active event on an Asset in this category. A passive event, such as sending an email to a Contact, will not count towards this metric

  • Accounts

    • The number of Accounts who have a Contact who has triggered an active event on an Asset in this category. This metric is similar to the Influenced Contacts metric

MAU impact

The MAU impact card calculates the number of monthly active users that are the direct result of interacting with a marketing asset. The MAU number is broken down into two categories:

New users

  • The number of users who triggered a Signed Up event in your product after interacting with a marketing asset.

Resurrected users

  • The number of users who triggered any event in your product for the first time in 30 days or more.

Asset list

A list of assets, sorted by the number of views descending for the time period chose. You can quickly choose goals for assets from this list, as well as see the conversion rate percentage for those goals. You can also add or remove tags on your assets from this section.

Asset lists

Each asset category list shows a full list of Assets tracked by Flywheel within the specified category. This page allows you to quickly find or compare Assets.


  • The name of the Asset


  • The total number of Page views associated with the Assets in the list

Sends (only for Emails)

  • The total number of Email sends associated with the Emails in the list


  • Coming soon


  • The goal event designated for a specific asset

Goal rate

  • The number of Goal events triggered by an Asset, divided by the number of Views or Sends associated with the Asset. Can be calculated as (Goal events) / (Views or Sends). Changing the Goal field for the Asset will dynamically change this number using the stored event data in Flywheel


  • The Tags associated with this Asset

Asset details pages

The Asset details pages where you can see the impact of specific Assets on your product adoption, go-to-market metrics, or Account and Contact influence.


  • See the Owners documentation for more information

Goal event

  • Designating a Goal event for an Asset will define which event will factor into the Goal conversion rate and will show up on the event timeline. The goal event can be changed at any time with no ramifications.


  • You can tag your assets with any description. See the Tags documentation for more information


  • An image preview of what the live Asset looks like. This image is either synced from tools like Hubspot or is generated by Flywheel.

Goal conversion rate

  • The number of goal events divided by the number of Views (or Sends for emails). Also called “Goal rate” on the Asset list.

New users

  • The number of Contacts who, after engaging with this Asset, triggered their first product event. Read more about New user definitions.

Resurrected users

  • The number of Contacts who, after engaging with this Asset, triggered their first product event in the last 30 days. Read more about Resurrected user definitions.

Event graph

  • Event graphs show the number of Goal events, Page views (or Sends for emails), and Tracked events that occur while viewing this Asset.

Event timeline

  • The event timeline for an Asset shows a chronological list of all the events that make up the Event graph.

Asset search

You can also search for specific Assets using the Command + K shortcut, or by clicking the Search box in the top left or top right of Flywheel.