Guide for marketers

This guide is for marketers who want answers from their own site's behaviour.

Start with the dashboards

Open Analytics and start with the Overview. Then go to the dashboard for your question:

• Acquisition for where visitors come from, by channel, campaign and landing page.
• Conversion for whether visitors do what you want, and which funnel steps lose them.
• Attribution for which channels get the credit.
• Trend and anomaly for what changed this week, and why.

See Dashboards for all nine.

Tag your campaigns

Add UTM parameters to every ad and campaign link, with the campaign id in utm_id. Kontala keeps them, and the click ids ad platforms add, and sorts every visit into a channel. See Revenue and campaigns.

Upload your ad spend

Upload spend exports from Google Ads, Meta Ads, Microsoft Ads or TikTok Ads on the Ad spend page. Analytics then shows cost per visit and cost per conversion next to each campaign.

See where visitors struggle

Ask an admin to turn on Friction for your property. The Product and app usage dashboard then shows rage clicks, dead clicks, errors, quick backs and page speed. See Struggle signals.

Ask your own questions

If you are a member or an admin, you can build your own charts from the explores. See how explores, dimensions and metrics work, then Explore and visualise.