What is Oribi and why should you use it?

Oribi is an analytics tool for marketers. But, different. Unlike most tools, which produce endless data, our main value is simplicity. While the technology behind the scenes is complex - you’ll get to see just what’s important and what you should pay attention to - our goal is to help you take data-driven decisions and optimize your site with minimal effort.

Oribi was specially designed, using a unique technology, as a developers-free tool. It means you can track events and query rich data without any technical means. We had marketing and product teams in mind when building Oribi, and wanted them to operate the tool themselves.

Key features:
  • Event tracking - Oribi tracks 100% of the events performed by users on your site such as: sign ups, payments, registrations, downloads, etc.
  • Breakdowns and optimization opportunities - Track how users use each event and learn how to optimize it. View usage patterns’ breakdowns by: referrers, platforms, site pages and UTMs. For each breakdown you can see:
    • Count of users who performed this action - For example: from which referrers the users who signed up are coming. Unlike tracking general traffic, this information will help you understand where your significant users are coming from.
    • Conversion rate - See the percentage of users who perform this event out of the total number of users coming from each referrer. It will help you understand where you might be losing users. For example, how users who are coming from mobile behave differently to desktop users, or how users coming from social networks differ from organic users.
    • Optimization opportunities - Oribi will automatically highlight channels with a large gap between the volume of traffic they handle and the number of actual conversions they generate. For example, a landing page which receives high traffic but an insignificant number of sign ups.
  • Trends overview and reasons - Oribi helps you to stay on top of the changes in your events performance, spot different usage patterns from week to week and see why. Oribi will provide a full drill down for each significant change and ‘explain’ the related causes - which traffic sources, conversion rates or site pages’ changes led to losing or gaining users.
  • Marketing channels overview - Oribi provides a clear and simple display of your site’s main events by different channels. It will help you to instantly understand which channels bring you actual results rather than "just" traffic. Compare different advertising campaigns, social networks, blogs, publications and know where to allocate more of your budget and effort.

5 incredible things you can achieve with Oribi with minimal effort:

  • Know which of your site pages, blog posts and landing pages convert best and how to optimize them
  • Identify the exact causes to drops in your main KPIs
  • Learn which referral sites bring your best users
  • Get highlights on leaks within your funnel. See where you’re losing users and how to fix it
  • Know which ‘Call to action’ location works best for you. Do you get most conversions from a pop up, menu, or a call to action on a certain page?

Adding the Tracking code

The first step for using Oribi is adding a tracking code to your site, which is similar to adding a Google Analytics’ tracking code or Facebook’s pixel. This is the only time you’ll be asked to add a code to your site. There’s no need to update the tracking code in the future.

Oribi’s tracking code has no effect on your site or its performance, including its loading time.

  1. Get your unique tracking code. Each user has a unique tracking code, which can be added to multiple domains. Once you’ve signed up to Oribi you’ll receive your unique code within the application and via email.

  2. Add the tracking code to your site. See below the instructions to adding the tracking code to HTML sites, Google Tag Manager, Wordpress, Unbounce, and Shopify

  3. After adding the tracking code, simply visit your site. Visiting your site will activate the tracking code.

    • HTML

      Paste the code before the </head> tag in any HTML page(s) you wish to track.

      The tracking code embedded in HTML
    • Google Tag Manager

      1. Go to Google Tag Manager admin console at https://tagmanager.google.com

      2. In the side menu select "Tags"

        The Tags link in the Google Tag Manager side menu
      3. Click "New"

        Red 'New' button on the top left
      4. Click on “Tag configuration” box and select “Custom HTML”

        'Tab Configuration' text 'Custom HTML' under the 'Custom' header in the 'Choose tag type' menu
      5. Paste Oribi’s tracking code under the “HTML” box

        Pasting the tracking code in the 'HTML' text box
      6. Click the “Triggering” box

        The 'Triggering' box
      7. Under “Choose a trigger” select “All Pages” in order for Oribi to track your entire site.

        The 'All Pages' option
      8. In the upper left corner, provide a meaningful name to this new tag - “Oribi”.
      9. Your tag configuration page should look like this:

        Google Tag Manager after all selections have been made
      10. In the upper write corner of the overivew pane click "SUBMIT".

        Google Tag Manager submit button
      11. Give the new vesrion a descriptive name and click on "PUBLISH".

        Google Tag Manager publish window
    • Wordpress

      In case you don't have one installed already, there are plenty of free WordPress plugins that will allow you to easily insert external code. “Header and footer scripts” is a good example to such a plugin.

      1. In your wordpress admin console go to “Add new”

        The Add New option under Installed Plugins in Wordpress side menu
      2. In the search plugin look for “Header and footer scripts” and click “Install Now”.

        The 'Insert Headers and Footers' plugin in the plugin search page
      3. After the “Install Now” button text is changed to “Activate”, click it again to activate the plugin.

        The activate button for the plugin
      4. After the plugin is added, add Oribi’s tracking code to all pages by going to Settings -> Header and footer scripts. Paste Oribi’s tracking code in the “Scripts in Header:” box.

      5. Click “Save settings”

        The tracking code in the 'Scripts in header' box, and the 'Save settings' button below
    • Unbounce

      Add the code to the JavaScript section

    • Shopify

      1. Go to Online Store -> Themes
      2. Click on "Customize theme"

        The 'Customize theme' button at the top right
      3. Click on the “…” button next to the theme name and click on "Edit code"

        The '...' button that opens the menu, and the 'Edit code' option in it
      4. Under "Layout" click on theme.liquid

        'theme.liquid' in the theme sidebar and the '</head>' in the theme text box, above which the tracking code should be put
      5. Paste Oribi's tracking code just above the closing head element (</head>)

      6. Click on the "Save" button.

Adding new domains

you can track an unlimited number of domains using Oribi. Simply add your unique tracking code to each domain. To move between different domains on Oribi, use the domain selection drop down on the top of the screen.

Simply remove the tracking code from a certain domain to stop Oribi monitoring it.

Switching between domains with the top bar menu

Your site’s performance & our tracking code

TL;DR - Our tracking code does not affect your site’s performance and loading time.

Size-wise (in kilobytes), our tracking code is the same as a small icon/image on your site.

  • Performance/Loading time – Our tracking code was designed in a way that ensures that it has negligible impact on the performance of any page on which it is embedded.

    We achieve this by loading our script asynchronously (i.e., our script only starts when your site finishes loading).

  • Script size – Our tracking code is minimal in size—29kb to be precise. This is probably smaller than any image on your site.

  • Browser support – Our tracking code runs perfectly on pretty much any browser out there: iOS devices' browsers, Android devices' browsers, Opera, Chrome, Firefox and Internet Explorer (as far back as IE7).

Getting started

Immediately after adding the tracking code to your site, Oribi will start collecting all events performed by your users and build the events list. Go to the “Select events” section to view all events.

The 'select events' page

You’ll be asked to pick your most significant events by marking them as “Top events”. To do so, simply click on the “Top event” button next to the event you’d like to add to this list.

What are Top events? These are events you’d like to track on a daily or weekly basis, such as sign ups, payments or downloads. Events marked as a “Top events” will appear on the breakdowns, channels and trends sections. Highlights and notification will be provided for these events. You can mark an event as a “Top event” at any time, all its data is saved over time and you’ll instantly be able to view its breakdowns, highlights, trends and more.

To remove an event from the “Top events” list, simply go to the “Overview” section and remove it.

Arrow pointing to the Add to Top Events button

To find a specific event, simply search it by name or by its page location. Events which appear on a menu, footer or a pop up will be labeled to allow easy recognition.

Events with menu, footer, and popup labels

Note that events are collected as users click them. The first identification of an event will be once it is clicked for the first time after Oribi’s tracking code was added to your site. If you can’t see a certain event, it’s probably because it wasn’t used since the tracking code was added. Simply go to your site, click on it and it will appear on the select events list immediately.

User Sessions

The user's section will help you discover how each user is behaving on your site by tracking their exact journey over different sessions. Understand what makes your top users stand out among the others, by their behavior and usage patterns.

Users list

This section is an index of your users; use it to track interesting sessions and look for specific patterns. The default sorting is by ‘last seen’ - the users on top of the list are those who are currently on your site or those who have visited it recently.

You can view the following data for each user:
  • Name - Each user at Oribi is given a unique name, such as ‘Green Tiger’, to help you recognize them and search for them later. Each name is unique and permanent for each user. In the near future, Oribi will also identify users by email, so users who logged in or signed up can be identified by their email.
  • First and last seen - Use these fields to learn if the user is new or a returning user, and how long this user has been visiting your site. You’ll probably find it interesting to track users who have been visiting your site for months, and understand what’s driving them back. Note that users are tracked from the moment the Oribi tracking code is added to your site.
  • Number of sessions - See how many times a certain user has visited your site before.
  • Activity - Will help you understand each user's interaction history with your site. Users with low activity visited your site for a short while and left it, while users with high activity visited multiple pages and clicked on multiple events.
  • Initial channel - See where this user initially discovered your site. This information will help you better understand your users - Did they reach your site after searching for something on Google? Did they see an interesting picture on Instagram which drove them to you? When entering a certain user, you’ll be able to see all his/her sessions and from which channel they arrived to each one.
  • City and country
  • Platform


Use the filters to look for the users and sessions you can learn the most from.
  • By events -you can easily filter the user list by a certain event(s), for example - only users who completed checkout, viewed your video or visited the pricing page.
  • By session length -look for long or short sessions to track their patterns.
  • By initial channel
  • By country
  • By Platform
  • By first and last seen
You can also use the default filters :
  • 'Session with top events' -will minimize the list to users who performed at least one of the events you defined as top events.
  • ‘High activity’ -will show you the users who had the highest interaction with your site.
Users List image

User session

Clicking on each user on the user's list will reveal his/her entire history: A list of all the sessions performed and the exact path and interaction on each session.

User Sessions image

Per each session, see which buttons were clicked on, and how much time the user spent on each page. See what this user was doing that got him to sign up, make a purchase or perform any action on your website you wish your users to action more often.

The ‘coffee’ icon represents idle time, it can be a case where the user either left his browser open or switched tabs.

Session break image


This section will help you understand what defines users who perform a certain event, and how to get more users to use it.

The Breakdowns section, as well as the Trends section, only displays data for events you’ve marked as “Top events” on the select events section. At any given time, you can mark more events as ‘Top events’ to add them to the Breakdowns/Trends sections. Once an event is added, all its data will be displayed, starting from the day Oribi's tracking code was added to your site.

Breakdowns by Referrer - See which traffic sources really convert.

If you’ve been working with Google Analytics, like most companies, you’re probably used to measuring traffic. Your real goal is not driving traffic to your site but driving your visitors to actions such as sign up or purchase.

The referrers breakdown will help you measure the number of users who performed a certain event arrived from each channel. For example: out of 200 sign ups to your site, 120 were from users who found your site on Google, 70 were from Facebook users and 10 from users who saw a referrer to your site on Instagram.

Conversion rate - the conversion rate metric (Click Through Rate) will help you realize the likelihood of visitors coming from a certain channel to perform the event you're focusing on. For example, if you had 1,000 visitors coming from Google, of which 20 signed up - the conversion rate will be 2%. From the start using Oribi, you’ll notice a major difference between various channels’ conversion rate. It means that while certain channels attract the ‘right users’ or lead to a better funnel, other channels can be optimized. Start noticing channels with low conversion rate, and with small adjustments you can probably improve the results you’re getting from these channels.

Breakdowns by Platform - See if you need to optimize your site for Desktop, Mobile or Tablet

This breakdown will help you measure the number of users coming from Desktop, Mobile or Tablet who perform your top events. The conversion rate metric matters the most here, you might find that desktop users are twice as likely to sign up; this means you’re losing many mobile users, who can be won back simply by adjusting this event to mobile.

Breakdowns by Site Pages

Measuring your events count and conversion rate by pages will help you understand which of your site pages or landing pages converts best and which pages lead to poor results.

Main use cases for breakdown by site pages:
  • Company’s site - Understand which pages trigger your top eventsֵֵ. For example, which pages trigger demo requests or sign-ups.
  • Landing pages - Compare different landing pages, see how well each one converts and where to stop sending traffic to.
  • Blog - Evaluate the effectiveness of the different types of content you publish. Measure which blog posts drive subscriptions and other activities, and know which content works best for you.

Breakdowns by UTM

Those of you who work with UTMs understand the importance and value of measuring the events’ count and conversion rate coming from each UTM.

Use this section to optimize your campaigns, newsletters, and publications.

Marketing Channels

The channels section will help you evaluate the different marketing referrers leading to your site and how effective each one is. Using this section, you can observe each traffic source - search, paid campaigns, social media, blogs, publications, and see how many users from each channel performed your top events.

The channels page's table

Use the “Count - Conversion rate” switch to change the display from event count to the conversion rate of each channel.

On the Conversion rate view, you can see how well each channel converts and discover optimization opportunities. Channels with very high or low conversion rates are marked with a blue/orange line. On hover you can see more data about this channel and its performance.

Inviting Team members

Use the “Invite team members” button to provide access to a selected domain. The invited team members will get full access to this domain to enjoy the different data displays. At any point, you can remove a member from the list and block his/her access. Inviting a team member is per domain, if you’re tracking multiple domains using Oribi and wish to grant access to your team members to all domains, simply perform the invitation on each domain.

The Invite team members dialog


  • Do I need to install the tracking code in all pages of my site?

    Nope. You can install it anywhere you want.

    Oribi will capture all events in pages where the tracking code is installed. You are free to choose where to install it on your site, and exclude certain pages if needed. That said, we do recommend installing it across your site to get the best out of Oribi and not miss any important insights about your users and traffic.

  • Will your tracking code affect my site’s performance?

    Heck no.

    Our first and foremost priority is for our tracking code not to interfere with your site functionality and performance in any way, and as such it was developed with scale in mind. We also made sure our tracking code was as minimal in size as possible (only ~11KB) and most importantly, it will load asynchronously, which means that it will only load after your site pages are loaded and rendered to your visitors.

    Furthermore, each captured event is transmitted to our servers with minimal page footprint, while most of the heavy lifting is done on our servers.

  • My website has changed. Do I need to do anything?

    No. Just make sure the tracking code is still there.

    As long as the Oribi tracking code remains on all the pages you want to track; we will continue to automatically track all events on your site.

  • Can I use Oribi and other analytics tools at the same time?


    Our tracking code is completely isolated from any other tracking vendors (such as Google Analytics, MixPanel) already installed on your site.

  • Is there a limit to the number of events I can capture?

    No. We capture everything!

    We capture everything that happens on your site without limits.

  • Is the data sent to Oribi secured?

    It’s 100% secured!

    Oribi's tracking code is always loaded and sends your site events data to Oribi's servers, using a secure protocol (HTTPS) even if your site is not (HTTP).

  • I added the tracking code to my site, but nothing happened.

    Wait for some real action (or just click on some buttons by yourself).

    Conversion rate stands for the number of people who clicked on a certain event, out of all the people who visited your website pages that the event appears on. For example, if a 100 people visited your website pages, which contains a “sign up” button, and out of these 100 people 10 clicked “sign up” your conversion rate is 10%.