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Web Analytics

Understand the web side of your link journeys — sessions, engagement, and conversions captured by the web pixel and attributed back to the links that drove them.

Overview​

The Web tab in Analytics turns raw pixel events into a full picture of on-site behavior:

  • Sessions & visitors — total sessions, unique visitors (new vs returning), page views
  • Engagement — bounce rate, pages per session, average time on page
  • Conversions & revenue — conversion counts, total revenue, average order value
  • Breakdowns — slice every metric by source, device, country, browser, referrer, and more
  • Per-link drill-in — the web performance of a single link
  • Journeys — top entry and exit pages
  • Period comparison — every headline metric shows the change versus the previous equal-length period
Requires the web pixel

Web Analytics is populated by the web pixel. Install the snippet on your site first; data appears within a minute or two of the first page load.

Getting there​

Open Analytics and select the Web tab. Use the time-range selector (7 / 30 / 90 / 365 days) to scope every card on the page. To see a single link's web data, select the link — the view filters to that link and a cross-surface summary appears (see App Analytics → Cross-surface).

Headline metrics​

MetricMeaning
SessionsDistinct visits (a session is per-tab and time-boxed).
Unique visitorsDistinct visitor IDs — only populated when the pixel runs with data-visitors="true".
Page viewsTotal page_view events, including SPA route changes.
Bounce rateShare of sessions where the visitor never scrolled past ~25% or interacted.
Pages / sessionPage views divided by sessions.
Avg time on pageMean engaged time, derived from engagement events.
ConversionsTotal conversion events (declarative, programmatic, and autocapture).
RevenueSum of the revenue property across conversions.
Avg order valueRevenue divided by revenue-bearing conversions.

Each headline metric is shown alongside its delta versus the previous period of the same length (e.g. the last 30 days versus the 30 days before that).

Breakdowns​

The breakdown card lets you slice any metric by a dimension. Switch the dimension to see where sessions, conversions, and revenue come from:

DimensionExamples
Source / Medium / CampaignUTM values from the landing URL
ContentThe utm_content value — slice by which on-page placement or CTA drove the visit
ReferrerThe referring domain
Referrer categorySearch, social, referral, or direct
DeviceDesktop, mobile, tablet
Platform / BrowserOS and browser family
Country / Region / CityCoarse geolocation derived at ingestion

Geolocation is derived from the request IP and the raw IP is then discarded — see the pixel's privacy behavior.

Select a link to scope the entire Web tab to that link's traffic. This answers "how does this campaign perform on the web?" — its sessions, engagement, conversions, and revenue, with the same period-over-period deltas. It's the web counterpart to the link's app analytics.

Journeys​

The journeys card surfaces the top entry pages (where sessions begin) and top exit pages (where they end). Use it to find the pages that pull visitors in and the pages where they drop off.

Goals & revenue​

Any conversion that carries a numeric revenue property feeds the revenue and average-order-value metrics. To record revenue:

<button data-lf-event="checkout_completed" data-lf-value="49.00">Buy</button>
window.LinkForty.track('checkout_completed', { revenue: 49.0, plan: 'pro' });

The dashboard ranks conversion events by volume and revenue so you can see which on-site actions actually drive value. See Tracking conversions for the full pixel API.

How web attribution works​

  1. A visitor clicks a LinkForty link carrying UTM parameters and lands on your site.
  2. The pixel reads those UTM parameters and attaches them to every event in the session.
  3. At ingestion, LinkForty matches the UTM parameters to the originating link and stamps the event with attributed_link_id.
  4. In single-page apps, the originating UTM is remembered for the session, so conversions on UTM-less routes still attribute correctly (last-click). See SPA route tracking.

Events that can't be matched to a link still appear in aggregate web metrics — they just aren't attributed to a specific link.

Best practices​

  1. Tag your links with UTM parameters — attribution is UTM-based; untagged traffic can't be tied to a link. See UTM Parameters.
  2. Track conversions that represent value — signups, purchases, demo requests — and put money in a revenue property so it rolls up.
  3. Enable visitor IDs only with consent — new-vs-returning needs data-visitors="true", which is consent-sensitive.
  4. Compare periods — use the built-in deltas rather than eyeballing raw totals.