Analytics
Tracking pixel, call pools, the analytics dashboard, share reports and attribution models.
Analytics shows what your marketing is doing: who is visiting your sites right now, how many sessions and calls you're getting, which channels and keywords those calls come from, and how visitors turn into conversions. The numbers come from two things you set up once — the tracking pixel on your website and call pools of tracking numbers — so the first section below covers that setup.
Open it from Analytics in the sidebar. A separate, lead-focused view — profit per lead source and multi-touch attribution — lives under Leads → Analytics and is covered at the end of this guide.
Setting up tracking
Both settings live under Settings → Tracking.
The tracking pixel
The pixel is a single script tag that records visitors, sessions, and conversions on any site you control.
- Go to Settings → Tracking.
- Under Install snippet, copy the script tag and paste it before
</head>on your site. - Optionally give the pixel a Name, and list Allowed domains (one per line) if you only want to accept events from your own domains — subdomains of a listed domain are allowed, and leaving the list empty accepts events from anywhere.
- Turn on Require consent if you use a cookie banner: the pixel then stores nothing until your site tells it consent was granted (the snippet panel shows the one-line call to make).
- Select Save changes.
Once installed, the pixel records page visits automatically. To record your own events, call rw('track', 'Signup') or rw('conversion', { name: 'Purchase', value: 99 }) from your page — the exact calls are shown under the snippet.
Call pools
A call pool is a set of tracking phone numbers that swap per visitor, so when someone calls, you know which source or keyword brought them. Each pool is sized automatically to your traffic, with a minimum of five numbers.
To create one, select New pool under Call pools and fill in:
| Field | What it does |
|---|---|
| Name | A label such as "Google Ads — Plumbing". |
| Attribution | Source — attributes calls to the traffic source; Keyword — binds the pool to a Google Ads campaign and attributes calls to the search keyword; Session — one number per visit for the highest fidelity (uses the most numbers). |
| Lead source | Optionally tie the pool to one of your lead sources so its calls are attributed there. |
| Area code | The area code to provision numbers in. |
| Min numbers / Max numbers | The sizing range the pool stays within. |
Each pool card shows its Live numbers, Target, Range, and Swap TTL, plus a Landing-page snippet to copy onto the pages where the number should appear. If a pool drops below its minimum, a warning appears — select Resize now to provision more, or wait for the daily sweep. The bin icon archives a pool.
Install click-to-call creates a draft "Connect to Call" automation you can finish in Automations by adding your team's numbers.
Inbound calls to your tracking numbers also become leads; managing those numbers is covered in Lead Engine.
The Analytics dashboard
At the top of the page:
- A live indicator shows how many visitors are on your sites right now. It refreshes on its own.
- The range selector switches between Last 7 days, Last 30 days, and Last 90 days. Everything on the page follows it.
- Share report creates a public, read-only link to this data (see Sharing a report).
KPI cards
| Card | What it counts |
|---|---|
| Visitors | Unique visitors recorded by the pixel |
| Sessions | Visits |
| Calls | Inbound calls to your tracking numbers |
| Missed | Calls that weren't answered |
| Conversions | Conversion events recorded by the pixel |
| Ad spend | Advertising spend recorded against your keywords for the period |
Traffic & conversions
A daily trend chart of Sessions, Calls, and Conversions. Hover any point for the values on that day. It fills in as the daily rollup runs, so a brand-new workspace shows a note until traffic has accrued.
Calls & ROAS by keyword
For Keyword call pools, each keyword is listed with its call count, the spend recorded against it, and — when spend is known — the cost per call. Bars are scaled to the busiest keyword. If you see "No keyword calls yet", create a Keyword call pool first.
Traffic by channel
Sessions and calls broken down by the visitor's utm_source. Visits with no UTM source are grouped under direct. This needs the pixel installed.
Call performance
Six figures for the period: Total calls, Answered, Missed, Avg time (average call duration), First-time callers, and Repeat callers.
Conversion funnel
Three steps with counts and the percentage of the first step that reached each: Visitors → Engaged (form/call) → Conversions.
Sharing a report
Select Share report at the top of the dashboard. A report link for the current date range is created and copied to your clipboard (it looks like /report/<token>). Anyone with the link — no login needed — sees a print-friendly page under your organization's name and logo showing the KPI cards, calls and ROAS by keyword, and the channel breakdown, with a Print / PDF button. The numbers on the page are live for the fixed date window each time it's opened.
Links don't expire. To turn one off, revoke it from the Share a report dialog under Leads → Analytics (see Lead Engine), which lists all active links.
Lead Analytics and attribution
Leads → Analytics answers a different question: not "how much traffic?" but "how much money did each lead source make?". It shows leads, sales, revenue, costs, and profit per source, a marketplace breakdown, and an Attribution tab.
The Attribution tab shows how sale revenue spreads across your marketing channels under four models, side by side:
| Model | How credit is split |
|---|---|
| First touch | All of the sale to the first tracked visit |
| Last touch | All of it to the last tracked visit before the sale |
| Linear | Split evenly across every tracked visit |
| Position | 40% to the first touch, 40% to the last, the rest split across the middle |
Switch the channel dimension between UTM source, UTM medium, UTM campaign, and Keyword. The table lists each channel's sold leads, touches, and credited revenue under each model, with a footer showing total sold leads, revenue, and any revenue that couldn't be attributed because the lead had no tracked visits. Attribution needs the pixel installed on the pages leads come through, with UTM tags on your links.
The rest of that page — the profit-per-source table, marketplace figures, logging ad spend, and asking questions of your data — is covered in Lead Engine.
Permissions
Viewing the Analytics dashboard and the Tracking settings page requires the analytics: read permission. Lead Analytics requires leads: read; creating share links requires leads: update. See Account & Team.
Related
- Lead Engine — sources, routing, buyers, publishers, and profit per source.
- Automations — finish the click-to-call automation.
- Website Builder — the sites you'll put the pixel on.