# Kontala Marketing OS docs > Guides and reference for Kontala Marketing OS: Data Capture, Analytics, CDP, Personalisation, CVM and autonomy. Append .md to any docs URL for its Markdown source. ## Get started - [Get started](https://www.kontala.com/docs/get-started.md): Set up your organisation, add the tag and see your first visits in Analytics. - [Quickstart](https://www.kontala.com/docs/get-started/quickstart.md): Create a property, add the tag to your site and see your first visits in Analytics. - [Set up your organisation](https://www.kontala.com/docs/get-started/set-up-your-organisation.md): Sign in, turn on two-step verification, choose where data is stored and invite your team. - [Core concepts](https://www.kontala.com/docs/get-started/core-concepts.md): Organisations, properties, events, visits, page and click types, and how Publish reaches Analytics. - [Guide for marketers](https://www.kontala.com/docs/get-started/for-marketers.md): Read the dashboards, explore your own questions and see where visitors struggle. - [Guide for engineers](https://www.kontala.com/docs/get-started/for-engineers.md): Install the tag, set up consent and identify, and keep capture safe on your pages. - [Guide for data teams](https://www.kontala.com/docs/get-started/for-data-teams.md): Map your data layer to standard fields, publish, and build on the explores. - [Guide for ecommerce teams](https://www.kontala.com/docs/get-started/for-ecommerce-teams.md): Carts, checkouts, orders, revenue and attribution for your store. ## Data Capture - [Data Capture](https://www.kontala.com/docs/data-capture.md): One line of code captures page views, clicks, scrolling and struggle, classified in business terms. - [Install the website tag](https://www.kontala.com/docs/data-capture/install-the-website-tag.md): Add the install snippet to every page, allow it in your CSP, and check that it works. - [Turn capture features on](https://www.kontala.com/docs/data-capture/turn-features-on.md): What each capture card on a property does, and which are on from the start. - [Existing tags and data layers](https://www.kontala.com/docs/data-capture/existing-tags-and-data-layers.md): Read your tag manager data layer and the analytics tools you already run, without re-tagging. - [Shopify checkout](https://www.kontala.com/docs/data-capture/shopify-checkout.md): Count a Shopify store's carts, checkouts and orders, line by line, with Kontala's pixel. - [Page and click types](https://www.kontala.com/docs/data-capture/page-and-click-types.md): The 11 page types and 30 click types, and how Kontala decides each one. - [Struggle signals](https://www.kontala.com/docs/data-capture/struggle-signals.md): Rage clicks, dead clicks, errors, page speed and quick backs, and how each is detected. - [Revenue and campaigns](https://www.kontala.com/docs/data-capture/revenue-and-campaigns.md): Orders and revenue, the campaign parameters Kontala keeps, channels, attribution and ad spend. - [Identify visitors](https://www.kontala.com/docs/data-capture/identify-visitors.md): Tell Kontala who signed in, and how visits and visitors are counted. - [Consent](https://www.kontala.com/docs/data-capture/consent.md): How the tag behaves before and after a visitor answers your consent banner, and how to wire it up. - [Privacy and governance](https://www.kontala.com/docs/data-capture/privacy-and-governance.md): What is kept and what is removed, page URLs, cookies, IP addresses, bots and how to leave parts of a page out. ## Analytics - [Analytics](https://www.kontala.com/docs/analytics.md): Ready-made dashboards and 20 explores over your events, on a semantic layer Kontala maintains. - [Dashboards](https://www.kontala.com/docs/analytics/dashboards.md): Open Kontala Analytics and find your way around the nine dashboards Kontala builds for you. - [Explores, metrics and the semantic layer](https://www.kontala.com/docs/analytics/semantic-layer.md): The 20 explores Kontala maintains, what is in them, and how your Data Capture settings shape them. - [How explores, dimensions and metrics work](https://www.kontala.com/docs/analytics/explores-dimensions-and-metrics.md): Where a question starts, what you group it by, and what you measure. - [Explores](https://www.kontala.com/docs/analytics/explores.md): Open an explore, pick dimensions and metrics, then filter, sort and run your query. - [Dimensions](https://www.kontala.com/docs/analytics/dimensions.md): What you group and filter by: dimension types, dates and time intervals, filters and bins. - [Metrics](https://www.kontala.com/docs/analytics/metrics.md): What you measure: metric types, custom metrics, table calculations and the Metrics Catalog. - [Explore and visualise](https://www.kontala.com/docs/analytics/explore-and-visualise.md): Build your own charts from the explores: filters, table calculations, custom fields and chart types. - [Ask AI and agents](https://www.kontala.com/docs/analytics/ask-ai-and-agents.md): AI assistants are not yet available in Kontala Analytics. - [Share and export](https://www.kontala.com/docs/analytics/share-and-export.md): Share links, comment on dashboards, export results and duplicate dashboards. - [Security and governance](https://www.kontala.com/docs/analytics/security-and-governance.md): How you sign in to Analytics, what each role can do, and how your data is kept apart. ## CDP - [CDP](https://www.kontala.com/docs/cdp.md): One resolved, consented profile that every module reads and writes. - [CDP overview](https://www.kontala.com/docs/cdp/overview.md): Identity resolution, consent, real-time audiences and warehouse-native sync. ## Personalisation - [Personalisation](https://www.kontala.com/docs/personalisation.md): The next best content, offer and channel for each person. - [Personalisation overview](https://www.kontala.com/docs/personalisation/overview.md): Next best action, decisioning, bandits, recommendations and journey experiments. ## CVM - [CVM](https://www.kontala.com/docs/cvm.md): Lifecycle value, optimised for margin rather than vanity metrics. - [CVM overview](https://www.kontala.com/docs/cvm/overview.md): Churn and lifetime value prediction, lifecycle orchestration and offer guardrails. ## Autonomy - [Autonomy](https://www.kontala.com/docs/autonomy.md): Goals, guardrails and approval levels: you decide how much runs on its own. - [Goals and guardrails](https://www.kontala.com/docs/autonomy/goals-and-guardrails.md): Optimise for value, within limits the models cannot cross. - [Autonomy levels](https://www.kontala.com/docs/autonomy/autonomy-levels.md): Approve, suggest-only or fully autonomous, set per journey. - [Explainability](https://www.kontala.com/docs/autonomy/explainability.md): Every action is logged with the signals and reasoning behind it. ## Developers - [Developers](https://www.kontala.com/docs/developers.md): The tag JavaScript API and attributes, and the status of the app SDKs and Events API. - [Tag reference](https://www.kontala.com/docs/developers/tag-reference.md): Every script attribute, JavaScript function, HTML attribute and cookie of Kontala's website tag. - [App SDKs](https://www.kontala.com/docs/developers/sdks.md): Native SDKs for Flutter, Android and iOS are in development and not yet available. - [Events API](https://www.kontala.com/docs/developers/events-api.md): The Events API, for sending events from your servers, is not yet available. - [MCP server](https://www.kontala.com/docs/developers/mcp.md): The MCP server for AI tools is not yet available. ## Security and privacy - [Security and privacy](https://www.kontala.com/docs/security-and-privacy.md): Where your data is stored, how long it is kept, and who in your team can do what. - [Data protection](https://www.kontala.com/docs/security-and-privacy/data-protection.md): Where events are stored, how long they are kept, and how visitors are protected. - [Access control](https://www.kontala.com/docs/security-and-privacy/access-control.md): Sign-in, two-step verification, roles and write keys. ## Help and support - [Help and support](https://www.kontala.com/docs/support.md): Get help from the Kontala team. - [Contact us](https://www.kontala.com/docs/support/contact-us.md): Talk to the Kontala team about setup, access or anything else.