# Analytics


You put a page up, sent people to it, and now you want to know: how many came, from
where, and what they did. Omumu measures that itself, for every visitor, on your own site —
no tracker needed, nothing sent anywhere. When you want more — the Meta Pixel to feed your
ads, Google Analytics because you know it, Microsoft Clarity to watch where people stall on
a sales page — you connect them, and Omumu puts a consent banner in front of them for the
visitors whose law requires one. This chapter is the dashboard, the three trackers, and the
rule that keeps the trackers from loading before anyone has said yes. A path such as
*Sales and marketing → Analytics* names a group in the admin's navigation and the page under it.

## Concepts

**Your site counts every visitor.** A page view is one person seeing one of your pages: the
front page, a sales page, a lesson, a podcast episode. The site records it server-side for
everyone, consented or not, and never counts what is not an audience — your own admin
pages, sign-in, the platform's addresses, bots, and you and your staff. Visitors are told
apart by a *visitor key*: a first-party cookie where the visitor has agreed to analytics (or
lives where the law allows it by default), otherwise a key made from their address and
browser that changes every day, so a visitor without consent is a new visitor tomorrow. A
*visit* is one visitor's page views in a day, with one landing page and one *traffic
source*: the `utm_source` on the link they clicked if there was one, otherwise the referring
site, otherwise *direct*.

**The dashboard is the last 30 days.** Page views, visitors and visits; the top pages with
their views and visitors; traffic sources; desktop, mobile and tablet; the most recent page
views; and, on plans with advanced analytics, the most recent *events* — form impressions
and submissions, emails sent, opened and clicked, enrolments, lessons viewed and completed,
quiz starts and completions, add-to-cart, checkout started, purchases, episode downloads and
plays. Events belong to the thing they happened to, so a purchase is a purchase of an offer.

**Three trackers, each a setting.** The *Meta Pixel* loads Meta's script on every page and,
with a Conversions API token, also reports from the server — a lead when someone opts in, an
add-to-cart when a buy button is clicked, a purchase when payment lands — with one shared
event id so Meta does not count twice. *Google Analytics 4* takes a measurement id. *Microsoft
Clarity* takes a project id and gives you heatmaps and recordings of consented sessions:
where people scrolled to, what they clicked, where they rage-clicked. All three are under
*Integrations*; none is required, and a site with none configured shows no banner at all.

**The banner loads nothing before yes.** Once a tracker is configured, visitors in the EU
and EEA (Norway included), the UK, and anywhere the site cannot place see the *Cookie
Settings* banner: *Accept All*, *Essential Only*, or choose. Nothing from Meta, Google or
Microsoft is fetched until the visitor accepts the matching category — *Marketing* for the
Pixel, *Analytics* for GA4 and Clarity — and accepting loads it at once, without a reload.
The answer is kept in a cookie for a year, so a visitor who chose *Essential Only* is not
asked again on the next visit. Visitors in California see no banner: the trackers are on, and
a *Do Not Sell My Personal Information* link in the footer turns Meta's limited data use on.
Visitors elsewhere get a dismissible notice with the trackers already on. *Cookie Settings*
in the footer reopens the choice everywhere, and taking *Marketing* back tells a Pixel that
has already loaded to stop. Your own page views are counted either way; only how long the
visitor is remembered depends on the answer.

## Hands-on

### Read the dashboard

*Sales and marketing → Analytics*. Mira sees 30 days: visitors and visits above page views, her sales
page and the opt-in form page at the top of *Top Pages*, *Traffic Sources* split between the
newsletter she tagged and direct, and under *Recent Events* the day's form submissions and
one purchase. The dashboard has no agent tools; the numbers are read here.

### Tag the links you send out

Omumu's traffic sources read the standard campaign parameters, so Mira puts
`?utm_source=newsletter&utm_campaign=launch` on the link in her email and
`utm_source=facebook&utm_content=ad-a` on each ad. The dashboard then shows the newsletter
and the ads as sources rather than *direct*, and no tracker was needed for it.

### Connect the Pixel, GA4 or Clarity

*Integrations → Facebook Pixel*: the pixel id from Events Manager and, optionally, a
Conversions API access token for the server-side events. *Integrations → Google Analytics*:
the GA4 measurement id (`G-…`). *Integrations → Microsoft Clarity*: the project id. Each page
says whether the tracker is configured, and *Clear Settings* removes it. From the moment one
is saved, the public pages carry the banner for the visitors who need it.

### Check what a visitor sees

Open the site in a private window. In Norway the banner appears before anything loads; the
browser's network panel shows no request to Meta, Google or Microsoft until *Accept All*,
and the requests appear right after it without reloading. *Essential Only* keeps them away,
on this visit and the next.

### What you cannot do yet

Stated plainly: the dashboard's range is fixed at the last 30 days, with no date picker and
no export. It does not yet credit sales and opt-ins to the source and landing page that
brought them — the measurement is recorded for it, the view is not built. Events are named by
type and id, not by the offer's or form's name. There are no analytics tools for your
assistant. And Clarity sees only the visitors who consented, so its numbers are a sample,
never the denominator; the site's own counts are.

## Reference

No MCP tools cover this chapter's capabilities yet.