# Core concepts

These are the ideas the rest of the docs build on.

## Organisation

Your company's space in Kontala.
It holds your properties, your people, your settings and your data, and it is stored in one region.

## Property

One website you track.
Each property has its own install snippet, write keys and capture settings, and its Site ID is stored on every event.

## Write key

The key in the install snippet, starting `pk_live_`.
It tells Kontala which property an event belongs to.
It sits in your page source, so it is not a secret: revoking it, not hiding it, is what stops it.

## The tag

The script the install snippet loads.
It sends a page view for every page opened, including each change of page in a single-page app, and whatever else you turn on: clicks, scrolling, friction, the data layer.
The property's settings arrive inside the script itself, so a change reaches your site within a few minutes with no release on your side.

## Events

Everything the tag captures is an event: a page view, a click, a scroll depth, a JavaScript error, a purchase.

## Visits and visitors

A visit is a run of page views from one browser that ends after 30 minutes without activity.
A visitor is one browser or device.
The same person on their phone and their laptop counts as two visitors.

## Page types and click types

Kontala sorts every page view into one of 11 page types, such as Product detail or Checkout, and every click into one of 30 click types, such as Add to cart.
Types are worked out when a chart is drawn, so when a rule changes, all of your history is reclassified.
See [Page and click types](/docs/data-capture/page-and-click-types).

## Standard fields

Kontala's shared names for what sites keep in their data layers, such as `k_order_value` for an order's value.
Mapping your data layer to standard fields makes it available in Analytics under the same names on every site.

## Publish

Changes to page types, click types and data layer mappings stay in Data Capture until someone presses **Publish**.
Publishing sends them to Analytics, where they apply to all of your history.

## Analytics

Kontala Analytics is where you read your data: 20 explores to build charts from, and nine ready-made dashboards.
Kontala builds and maintains the explores and dashboards for you.
Each explore offers dimensions to group and filter by, and metrics to measure: see [how explores, dimensions and metrics work](/docs/analytics/explores-dimensions-and-metrics).
See [Analytics](/docs/analytics).

## Consent

The tag respects each visitor's consent.
How it behaves before a visitor has answered depends on how you set it up.
See [Consent](/docs/data-capture/consent).