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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 the dashboard is embedded straight into your admin panel.
Where to find it: Admin → Website Analytics (/admin/website-analytics)
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 with a Go to Settings button. 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 card and the embedded dashboard.
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.
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, and your actions (e.g. Competition Viewed, Add to Basket) in the events list.
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.
Read the embedded dashboard
Once configured, the page shows a Visitor Analytics card and the dashboard itself, covering visitor statistics, page views, traffic sources and site performance. The embedded view is the standard Umami share dashboard:
- Headline figures — visitors, page views, bounce rate and average visit time — with a traffic chart over time.
- A date range picker to switch between today, the last 7/30/90 days, or a custom range.
- Breakdowns of your most-viewed pages, referrers (where visitors came from), browsers, operating systems, devices and countries.
- An events panel showing each tracked action (see below) and how often it fired.
The view is read-only: it shows your site's numbers but has no settings, user data or export controls.
Open the dashboard in a new tab
If the embedded frame feels cramped, click Open in New Tab on the Visitor Analytics card. This opens exactly the same shared dashboard full-size in its own browser tab — it does not unlock any extra settings or export features. Anyone with that link can view the numbers (but nothing else), so only share it with people you're happy seeing your traffic stats.
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 |
Together these give you a conversion picture: how many people viewed competitions, how many added tickets, how many started checkout, and how many bought.
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 and check the referrers and URL breakdowns for your tagged traffic, and the events panel 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.
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.
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.