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Analytics & Attribution

Every search, filter, and CTA click in your Stockisto locator is captured as an analytics event. The dashboards built from those events show what your network delivers. This guide explains:

what gets tracked
how supplier and retailer admins read their dashboards
how UTM and referral attribution connect a consumer's journey back to your brand
how raw events become before/after lift and estimated reach

This is a companion to the Searches, clicks and reports guide, which explains the dashboard panels and the value report PDF.

Where the data comes from

Analytics events are sent fire-and-forget from the locator and apps. They never block the consumer experience. Events are accepted anonymously, queued, and aggregated server-side, then surfaced in your dashboards.

What gets tracked

Stockisto records a closed set of event types. Every event carries a schema version, a session ID (so a single visitor's journey can be stitched together), a correlation ID, and an optional event-specific payload. No personally identifiable information is collected. Event types outside the set are rejected.

Locator events (consumer-facing)

These fire from your public consumer locator as visitors search and engage:

Event	When it fires	What it tells you
`product_locator_search`	A consumer runs a location search	Demand and intent to find a retailer
`filter_used`	A consumer applies a filter (stock, showroom, etc.)	What consumers care about
`retailer_result_view`	A retailer appears in search results	Reach / impressions
`retailer_detail_view`	A consumer opens a specific retailer card	A warm lead exploring one store
`retailer_cta_click`	A consumer clicks a CTA on a retailer	High-intent action (see below)
`showroom_interest`	A consumer engages with showroom content	Interest in seeing product in person
`purchase_intent_signal`	A high-intent action (e.g. directions) is recorded	Activation: the consumer plans a visit

CTA click types

A retailer_cta_click always carries the CTA type in its payload. The tracked types are directions, call, website, book, contact, reserve, collect, and click_and_collect. Directions is the strongest purchase-intent signal.

Marketing site events

The Stockisto marketing site records marketing_page_view on every page load, with the page path and referrer. When a visitor arrives on a utm_*-tagged link, the campaign tags are captured on first touch (see Click attribution & UTM below) and attached to those page views.

The analytics dashboards

There are two dashboards, each scoped to who is reading it.

Supplier dashboard

The supplier Analytics page summarises your whole retailer network over a selectable range (7 days, 30 days, 90 days, or 12 months; the default is 30 days). It shows KPI tiles, Discovery over time, the Funnel, Top retailers by CTA clicks, Filter usage, Stock impact, Device split, the Attribution baseline, and Estimated consumer reach. The Searches, clicks and reports guide defines each panel.

Retailer dashboard

A retailer who has claimed their listing sees their own Analytics page, scoped to their store across every supplier network they appear in:

Tiles for Enquiry calls, Direction requests, Service bookings, and Collect orders
Most-viewed products at their store
Find traffic and Demand signals panels

Click attribution & UTM

When a consumer clicks a CTA in the locator (for example "Get directions", a phone number, or a retailer's website), Stockisto records a retailer_cta_click event with its CTA type and retailer. The outbound link is the retailer's own destination (their maps listing, tel: number, or website). Stockisto does not rewrite it; the click is captured on the Stockisto side instead. You can export every click (see Exporting attribution data below).

If a consumer arrived on a campaign-tagged (utm_*) link, the first-touch campaign fields (utmSource, utmMedium, utmCampaign, utmContent) ride along on the analytics event itself. The campaign that produced a click survives from the consumer's arrival into the supplier dashboard and export.

First-touch capture on the marketing site

The Stockisto marketing site applies the same idea to its own top-of-funnel traffic. When a visitor lands on any marketing page from a utm_*-tagged link:

The utm_source, utm_medium, utm_campaign, utm_term, and utm_content params are read from the URL on the first page load and stored in a first-party cookie (stockisto_utm). This is first-touch: if a cookie is already present, it is kept. The campaign that originally brought the visitor in wins.
The cookie is written only after the visitor accepts analytics cookies, and is cleared if they decline. It lives for up to 30 days, SameSite=Lax, and holds only the campaign tags.
The stored tags are attached to every marketing page view.
When the visitor heads into signup, the tags are appended to the trial link and the Google sign-up URL. Trial, Google, and password sign-ups store the tags on the new account, so staff can see which campaign produced the sign-up.

Verify in your own analytics

Filter your web analytics by utm_source=stockisto to confirm Stockisto-driven traffic is landing. This is the cleanest way to show stakeholders that the locator is sending real, attributable visits.

Referral attribution

Stockisto also attributes growth that comes from partner and word-of-mouth invites. When someone arrives with a ?ref=CODE link:

The code is captured on the first page load and stored in both localStorage and a first-party cookie, so it survives the magic-link sign-in redirect chain. Storage needs analytics consent; the banner below still shows from the URL itself.
The referring company is resolved, and an Invited by ... banner is shown on the trial page.
If the visitor later returns without the ref parameter, the stored code still drives the banner.
Once the referral is redeemed at sign-up, the stored code is cleared.

The stored code is kept for up to 30 days, long enough to outlast a slow magic-link click while still expiring cleanly.

One journey, one attribution

The session ID ties a consumer's events together, the recorded CTA event captures each outbound click, first-touch campaign tags attribute the source, and the referral code attributes the sign-up. Together they let Stockisto follow a journey from first touch to activated account without tracking individuals.

Proving value to retail partners

Raw events become evidence through two derived panels on the supplier dashboard.

Before/after attribution baseline

The Attribution baseline panel compares CTA clicks in the 30 days before your trial started against the 30 days after, and shows the lift as a percentage. If your account predates the trial record, the account creation date is used instead.

If there is no pre-Stockisto data to compare against, the panel says so: every recorded click happened after you joined.

Estimated consumer reach

The Estimated consumer reach panel estimates how many consumers your network reaches per month. Monthly search volume is shared across your retailers, then each retailer's share is weighted by its rank: the top fifth of retailers by search volume count 1.5 times, the bottom fifth 0.5 times. The per-retailer figures roll up into a total estimated monthly reach.

Estimates, not sales data

Reach and lift are estimates built from engagement proxies, not transaction data from your POS or e-commerce system. Stockisto does not have access to actual sales. Treat these as directional indicators you can defend, not as audited revenue.

Exporting attribution data

Click Export CSV in the dashboard toolbar to download CTA click events for the selected range (up to 366 days). Columns: Timestamp, SessionId, ActionKind, RetailerId, RetailerName, UtmSource, UtmMedium, UtmCampaign, UtmContent. Use it to join against your own systems or to build a partner-facing report.

Where to go next

Searches, clicks and reports guide: read your dashboard panels and the value report PDF
Consumer Locator guide: the experience that generates these events
Retailer Guide: how retailers claim a listing and read their own analytics