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Website Analytics
See who is visiting your site and what they do there: visitor numbers, page views, traffic sources, campaign (UTM) attribution, conversion events such as basket adds and purchases, and revenue from ticket sales. Visitor tracking is powered by Umami, a cookie-free analytics tool, and on a desktop the dashboard is embedded straight into your admin panel.
Where to find it: Admin → Website Analytics (/admin/website-analytics)
There are two ways in, and they show different amounts of detail:
- The embedded dashboard on the page. Open to Admins, Shop Managers and Marketing staff, and it covers the everyday questions: how many visitors, from where, doing what.
- Open full analytics, a button that signs you in to the complete dashboard in its own tab. Admin-only, and only on sites set up for it. It adds individual visits, saved audience segments and revenue by traffic source. See Open the full analytics dashboard.
This page is about visitor behaviour. For sales figures, orders and customer analytics, see Analytics.
Set up visitor analytics
Until analytics is configured, the Website Analytics page shows a blue Umami Analytics Not Configured notice. Full Admins get a Go to Settings button; Marketing and Shop Manager staff see a note asking them to contact an administrator instead, because these settings are Admin-only.
Two settings control analytics, and they do different jobs:
- Umami Website ID — switches visitor tracking on. Without it, nothing is recorded at all.
- Umami Share Token — powers the embedded dashboard on this page. Without it, you see the not-configured notice even if tracking is running.
To set both up:
- Log in to your Umami dashboard and add your site as a website. Umami gives you a website ID (a long code with dashes, e.g.
645b31b2-e83c-...). - Still in Umami, generate a share URL for that website. The share token is the final part of that URL — everything after
/share/. Copy only that part, not the whole URL. - In your admin panel, go to Admin → Settings → Advanced and find the Analytics card, Umami Analytics section.
- Paste the website ID into Umami Website ID and the token into Umami Share Token, then save.
- Return to Admin → Website Analytics — the notice is replaced by a Visitor Analytics bar and the dashboard below it.
If you don't yet have an Umami account or aren't sure where these values come from, ask your platform support contact — they can provide or confirm them.
Which sections of the dashboard your site shows is set on the platform side, not in your admin panel. Sites start with the overview, and further sections are switched on site by site — so if a section described below is missing for you, ask your platform support contact to switch it on.
Check tracking is working
After entering the Website ID:
- Open your public site in a normal browser tab — the homepage or a competition page. Visits to admin pages are deliberately excluded from tracking, so browsing the admin area will never register.
- Click around: view a competition, add tickets to the basket.
- Go back to Admin → Website Analytics. Within a minute or two you should see your visit in the day's figures on the overview, and — if your site has the Events section switched on — your actions (e.g. Competition Viewed, Add to Basket) listed there.
If nothing appears, check you're not using an ad blocker or privacy browser extension — these commonly block analytics scripts, so a small share of real visitors will always go uncounted too.
Find your way around the dashboard
Once configured, the dashboard fills the page. Every site gets the overview, and further sections are switched on site by site — where your site has more than one, they're listed down the left-hand side. Pick a section to change what the main area shows; a date range picker at the top applies to whichever section you're in — today, the last 7/30/90 days, or a custom range.
The sections below fall into three groups. Treat this as a map of what's possible rather than a checklist of what you'll see — if your site hasn't had further sections switched on yet, you'll be on the overview alone:
Traffic — who is arriving, and from where
- Overview — the headline figures (visitors, page views, bounce rate, average visit time) with a traffic chart over time, plus breakdowns of your most-viewed pages, referrers, browsers, devices and countries. This is what every site gets, and what the dashboard opens on.
- Events — every tracked action (see below) and how often it fired.
- Sessions — individual visits rather than totals: what one person looked at, in order, and how long they stayed.
- Realtime — who is on your site right now. Useful the moment a competition goes live or an email goes out.
- Performance — how quickly your pages load for real visitors.
- Compare and Breakdown — set two periods side by side, or slice the figures by a single dimension such as country or referrer.
Behaviour — what people do once they're there
- Goals — track progress towards a target, such as a number of purchases in the month.
- Funnels — how many people make it through each step of a path you define, and where they drop out. A competition page → add to basket → checkout → purchase funnel is the obvious one to build.
- Journeys — the routes visitors actually take through your site, which often aren't the ones you designed.
- Retention — how many visitors come back, and how long after their first visit.
Growth — campaign performance
- UTM — traffic broken down by the campaign tags on your links. See Track a marketing campaign with UTM links.
Two further growth views, Revenue and Attribution, are deliberately kept off the embedded dashboard: the link that powers it doesn't ask anyone to sign in, so anything on it is visible to anyone holding the link. Both live in the full dashboard instead, behind a sign-in. For authoritative revenue figures, use Analytics either way.
The embedded dashboard is read-only throughout: it shows your site's numbers but has no settings, account management or export controls.
Open the dashboard in a new tab
On a desktop, click Open in New Tab in the Visitor Analytics bar at the top of the page to see the same dashboard full-size in its own browser tab. It does not unlock any extra settings or export features.
On a phone, a tablet in portrait, or any narrow browser window, the page skips the embedded view entirely and shows a Best viewed full screen card with an Open Analytics button — the dashboard needs more width than those give it, so it opens in its own tab.
Anyone with that link can view your numbers (but nothing else, and no customer details), so only share it with people you're happy seeing your traffic stats.
A bookmark straight to the dashboard's own web address will stop working if the share link is ever regenerated. Going in via Admin → Website Analytics always lands you on the current one.
Open the full analytics dashboard
Full Admins may also see an Open full analytics button, next to Open in New Tab on a desktop, or under Open Analytics on a narrow screen. It signs you in and opens the complete dashboard in a new tab.
What it adds over the embedded view:
- Individual visits and journeys in far more depth than the embedded Sessions section, including the exact path a single visitor took.
- Segments and audiences you save and reuse, so you can look at (say) mobile visitors from paid social on their own.
- Revenue and attribution reports: which campaigns and traffic sources the money actually came from.
- Any other view your platform support contact has enabled for your site, such as heatmaps or visit recordings.
Three things worth knowing:
- It's Admin-only. Shop Manager and Marketing staff don't see the button, and the address won't work for them if you send it to them. This is the reason the split exists: the embedded dashboard can't tell your staff apart, but the full one can.
- The button only appears once your site has been set up for it, which is done on the platform side. If you don't see it and you are a full Admin, ask your platform support contact.
- Your sign-in lasts about a day. After that, come back to Admin → Website Analytics and click the button again. Don't bookmark the address the button opens: it carries a one-off sign-in that won't work twice.
The full dashboard is a view of your own site's data. You can't reach any other site's figures from it, and you can't change settings there.
Who can see this page
Full Admins, plus your Shop Manager and Marketing staff — the roles that get Analytics: View in the role table. They all see the same embedded dashboard: the link doesn't ask anyone to sign in, so it can't show different sections to different staff.
Open full analytics is the exception, and full Admins only. Because it signs the person in, it can be held to a role in a way the embedded dashboard can't, which is why the reports carrying revenue and individual-visitor detail live there rather than on the page.
Setting analytics up is Admin-only too. Marketing and Shop Manager staff can view the embedded dashboard but can't reach Settings → Advanced to enter the Website ID or share token.
Understand the tracked events
Your site automatically records these events — no setup needed beyond the Website ID:
| Event | Fires when | Useful details recorded |
|---|---|---|
| Competition Viewed | A visitor opens a competition page | Competition, ticket price, tickets remaining, status |
| Add to Basket | Tickets are added to the basket | Competition, quantity, value |
| Remove from Basket | Tickets are removed from the basket | Competition, quantity, value |
| Checkout Started | A visitor begins checkout | Basket value, item count, wallet credit applied |
| Purchase | An order is completed | Order value, payment method, item count — plus revenue and currency for card payments |
| Wallet Credit Toggled | A customer switches wallet credit on/off at checkout | Available credit, basket value |
| Complete Registration | A new customer finishes signing up | Sign-up method |
| Login | A customer logs in | Login method |
| Newsletter Signup | Someone subscribes to your mailing list | Where they signed up |
| Competition Shared | A visitor shares a competition | Competition, and which platform they shared to |
| Upsell Offered / Accepted / Declined / Suppressed | The basket suggestion card or checkout pop-up shows, lands, is dismissed, or is deliberately withheld | Which surface, the competition offered, whether it was pinned, and the amount added |
Together these give you a conversion picture: how many people viewed competitions, how many added tickets, how many started checkout, and how many bought. The upsell events are covered in more detail under Basket upsell.
Track revenue from ticket sales
Purchase events include the revenue amount and currency, so Umami can total up income from ticket sales alongside your visitor data.
One caveat: revenue is only attached when the customer paid by card. Orders settled entirely with wallet credit fire a Purchase event (so they still count as conversions) but carry no revenue figure — otherwise credit you'd already counted would be double-counted. For complete, authoritative revenue figures, use Analytics.
Track a marketing campaign with UTM links
To measure a campaign — a Facebook ad, an email blast, an influencer post — send that traffic to your site through a link tagged with UTM parameters (utm_source, utm_medium, utm_campaign, and optionally utm_term and utm_content).
- Build the link with the platform's own Campaign URL Builder at Admin → Marketing → URL Builder — it fills in the parameters for you and lets you point the link at a specific competition. See Marketing.
- Use that tagged link everywhere the campaign runs.
- When a visitor lands via the link, the campaign tags are remembered for the rest of their visit and attached to the key events they trigger — Competition Viewed, Add to Basket, Checkout Started, Purchase, Complete Registration and Login.
To see the results, open the dashboard's UTM section if your site has it — that breaks traffic down by source, medium and campaign directly. Otherwise check the referrer and URL breakdowns under Overview for your tagged traffic, and the Events section for events carrying your campaign's utm_campaign value. Because Purchase events carry both the campaign tags and revenue (for card payments), you can see not just clicks but actual sales per campaign.
Privacy and customer data
Visitor tracking is cookie-free and anonymous: it counts visits and actions in aggregate without identifying individual customers or following them across other websites. Your public cookie policy page describes this to customers, and no cookie consent banner is needed for it.
If your site has the Sessions or Realtime sections switched on, they go a level below the totals and show single visits — the pages one visitor looked at, their approximate location, and the device they used. That's still anonymous (no name, no email, no link to a customer account), but it is more detail than the overview, so treat those sections as you would any other view of your visitors' behaviour.
Troubleshooting
The page says "Umami Analytics Not Configured". Your Umami Share Token is missing. Follow Set up visitor analytics — the token goes in Admin → Settings → Advanced, under Analytics.
The dashboard frame is blank or shows an error. The share token is probably wrong. The most common mistake is pasting the whole share URL — the setting wants only the part after /share/. Re-generate the share URL in Umami if needed and re-paste just the token.
I only see the overview — where are the other sections? Every site starts with the overview alone, and if that's all your site has switched on there'll be no sections list to the left of it. The rest are enabled site by site on the platform side, not in your admin panel — ask your platform support contact for the one you need.
The dashboard loads but shows no data. The dashboard can display even when tracking is off. Check the Umami Website ID is filled in and correct under Admin → Settings → Advanced — that's the setting that actually records visits. Then test with a visit to your public site.
My own visits never show up. Admin pages are excluded from tracking, so time spent in your admin panel doesn't count. Browse the public site instead — and check for an ad blocker, which will stop your own visits being recorded.
Purchases show but revenue is zero or missing. Revenue is only recorded on card payments. If a test order was paid entirely from wallet credit, it registers as a Purchase without a revenue amount. This is expected — see Track revenue from ticket sales.
The numbers don't match my sales reports. They aren't meant to. Website Analytics counts anonymous visitor behaviour and misses anyone using an ad blocker; your definitive sales, order and revenue figures are in Analytics. Use this page for trends and campaign comparisons, not accounting.
My campaign traffic isn't showing. Confirm the link you published actually contains the UTM parameters (paste it into a browser and check the address bar), and that it was built with utm_source, utm_medium and utm_campaign at minimum. Traffic that arrives via a redirect that strips query parameters loses its tags.