Oribi Help Center

What is Oribi?

Oribi is an analytics tool - only different

Oribi helps companies and marketing agencies increase conversions - more leads and higher sales.

Take a peek at what you can expect when using Oribi:

  • Analyze and optimize your call to actions and top pages - Easily know which buttons your visitors click the most, on which pages they perform best and where you lose visitors on their way to convert.
  • See the big picture - Instead of endless data. While Oribi tracks all the interactions on your site, you’ll get the summary of the meaningful events, insights and trends.
  • Track your main marketing channels - Know how visitors coming from Facebook, Google, Adwords, Instagram and more behave, discover usage patterns by channels and reveal which channels convert best.
  • Cross domains support - Build cross-domain funnels and track your visitor behavior across all your domains.
  • No coding needed - Oribi was designed to give you easy access to your web analytics. Define your main conversions, build funnels and create reports with zero code.

Add Oribi to Your Site

The first step to using Oribi is to add a unique tracking code to the site(s) you want to track - similar to adding a Google Analytics tracking code or a Facebook pixel. This is the only time you'll be asked to use code. You just need to add Oribi once - no need to update it for future versions.

Oribi's tracking code was designed to not affect your site or its performance in any way, including your site's loading time. Data is only sent to Oribi after your site is fully loaded.

This process is the same, regardless of which platform your site is built with. Oribi is compatible with all platforms, including React.js, Angular.js, Vue.js, and HTML with Vanilla Javascript.

Note: If you want to add multiple, unrelated domains, such as several clients from your marketing agency, please check out Oribi’s ecosystems.

To add your Oribi tracking code

  1. Copy the code. Once you're signed up with Oribi, you'll receive your unique tracking code, which you can use for multiple domains.
  2. Add the tracking code to your site. We've prepared step-by-step guides for adding Oribi to HTML, Google Tag Manager, Wordpress, Shopify, BigCommerce, Wix, Squarespace, Unbounce, and Instapage
  3. After adding the code, simply visit your website to activate the tracking.
Below, you’ll find step-by-step guides to help you add your Oribi tracking code to your site:


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

Google Tag Manager

  1. Go to the Google Tag Manager.
  2. In the menu on the left, click Tags.
  3. Click New.
  4. Click on the Tag configuration box. In the Choose tag type list select Custom HTML.
  5. Paste Oribi's tracking code in the HTML box that appears below.
  6. Click the Triggering box.
  7. Under Choose a trigger, select All Pages to enable Oribi to track your entire site.
  8. In the upper left corner, give a meaningful name to this new tag, such as ″Oribi″.
  9. Your tag configuration page should look like this:
  10. In the upper right corner of the overview click Submit.
  11. Give the new version a descriptive name and click Publish.


  1. Log in to your WordPress account.
  2. In the left side menu, click Plugins and then select Add New.
  3. Search for ″Oribi Analytics″ in the Search Plugins… input field.
  4. Install the official Oribi plugin by clicking Install Now, and then Activate.
  5. Now, click Settings under the Oribi plugin.
  6. Copy and paste your Oribi tracking code into the input field.
  7. Click Save Changes.


Connecting Oribi will enable you to explore visitor behavior and understand how it affects your revenue. You have two options to connect Oribi with your Shopify account, automatically through Oribi’s Shopify App or manually.

Option 1: Use Oribi’s Shopify App

This is the fastest and easiest way. The app automatically connects Oribi with your online store.

  1. In your Oribi account, go to Settings > Add a Domain, and choose the Ecosystem you want to add the online store to.
  2. Under the Shopify tab, enter your store URL and click on Install Unlisted App on Shopify.
  3. Login to your Shopify account.
  4. On Shopify’s Apps section, click on Install Unlisted App.
  5. Refresh your store’s website to initiate the connection.
    Oribi detects an event once it is performed. This means, you will see your Revenue in Oribi the moment the first purchase is tracked.

Coming soon: We are currently working on an official Oribi app for the Shopify App Store. Meanwhile, you can use Oribi’ s unlisted app on Shopify.
It works like any plugin in the Shopify App Store and is the fastest way to easily connect your site with Oribi.

Option 2: Connect Oribi Manually

You can also connect Oribi with your store manually. In order to track both, your visitors’ behavior and how it affects your revenue, complete the following 2 steps.

1. Add Oribi to Your Shopify Website

  1. In your Shopify account, go to Online Store and choose Themes.
  2. Click Actions, choose Edit code and under Layout, select theme.liquid.
  3. Paste Oribi's tracking code just above the closing </head> element.
  4. Click Save.

2. Connect Oribi’s Revenue Tracking

To connect Oribi’s Revenue Tracking, you’ll need to generate your revenue tracking script and add it to your Shopify site. You can easily do this yourself:

  1. Login to your Oribi account and open the Settings from the top menu.
  2. Choose Ecosystem and click on the Connect Revenue Tracking button. You will get your personal Revenue Tracking code.
  3. Copy this code - it's a different code than the visitor tracking code you got when connecting Oribi.
  4. In your Shopify admin, click Settings and choose Checkout.
  5. Scroll down to Order processing and paste your Oribi Revenue tracking code in the Additional scripts field.
  6. Click Save.

Note: The integration will be triggered once the first order is detected.

Using Email Integration With Shopify

If you'd like to use Oribi's email integration feature with your Shopify site, you can implement it easily by adding the following three lines of code to the end of your Oribi tracking code (just before the </script> tag) where you installed the Revenue code:

{{%- if customer && customer.email -%}}
ORIBI.api("setUserEmail", "{{customer.email}}");
{{%- endif -%}}


With Oribi you can track your visitors' behavior in your shop and connect it with your sales. To do that, it takes 2 quick steps.

1. Add Oribi to Your BigCommerce Website

  1. Login to your BigCommerce Store and click Storefront.
  2. Choose My Themes, and then in the Advanced drop-down menu, click Edit Theme Files.
  3. Click on the templates folder, followed by layout, then base.html.
  4. Paste Oribi's tracking code just above the closing </head> element.
  5. Click Save & apply file.

2. Connect Oribi’s Revenue Tracking

  1. Login to your BigCommerce Store and choose Advanced Settings, then Web Analytics.
  2. Check the box for Affiliate Conversion Tracking and click Save.
  3. Click the Affiliate Conversion Tracking tab that now appears. Paste Oribi’s Revenue tracking code in the box, and click Save.


  1. In the sidebar, choose Settings.
  2. Select Tracking & Analytics
  3. Click on the New Tool button and select the Custom option.
  4. Paste Oribi's tracking code in the text box, name it ″Oribi″ and make sure All pages and Head options are selected.
  5. Click Apply.


  1. You can insert the code to your squarespace page using Code Block.
  2. Open a page or post editor, click Insert Point or + and select Code from the menu.
  3. Make sure that HTML is selected in the drop-down menu.
  4. Replace <p>Hello, World!<p> with your Oribi tracking code.
  5. Now, click Apply to publish your changes.


  1. Enter the Editor.
  2. Click Javascripts on the bottom left.
  3. Once the dialog box opens, paste your Oribi tracking code in the Head section, right before the </head>.
  4. Click Save Code.


  1. In the landing page you want to track, choose Settings and then select Javascript.
  2. Copy your Oribi tracking code in the Head field and close the window again.

Your Site’s Performance & Oribi’s Tracking Code

TL;DR - Oribi’s tracking code will not affect your site’s performance or loading time.

  • Performance/Loading time – Your Oribi tracking code was designed to not impact the performance of any page you embed it on. We achieve this by loading our script asynchronously (i.e. our script only starts when your site finishes loading).
  • Script size – The script is minimal in size — 29kb to be precise. This is probably smaller than any image on your website.
  • Browser support – Your tracking code runs perfectly on pretty much any browser out there: both iOS and Android device browsers, Opera, Chrome, Firefox and Internet Explorer (as far back as IE7).

Preparing Your Insights to Convert More Visitors

Immediately after adding the tracking code to your site, Oribi starts collecting every button click, form submission, and page visit - i.e. events. Our algorithm detects and analyzes patterns in your visitors’ behavior and builds your insights to help you increase your conversions. This will take 24 hours. Don’t worry -- you’ll be notified via email once your account is unlocked.

Note: Events are collected once they are performed for the first time. If you don’t find a particular button or page in your Oribi account, it has most likely not been clicked or visited yet. Simply open your site, perform the event you want to track, and refresh Oribi.

Add Multiple Domains

In this article you’ll find:

With Oribi, you can track multiple domains in one account.

Domains vs Ecosystems

When you connect a second domain with Oribi, you get to choose if to add it to an existing ecosystem or to create a new one. What’s the difference?


In short, a domain is any website you’d like to track, such as company.com. Some websites also have subdomains, such as blog.company.com. Because they are technically treated as separate domains, make sure to also add your tracking code to any subdomain you want to track with Oribi.


If you work with multiple domains, ecosystems are a handy way to keep your account organized. An ecosystem is a unit of one or more related domains in your Oribi account. If you manage multiple domains, ecosystems help you organize them in your account.

You can create ecosystems for:

  1. One domain: company.com
  2. A group of connected domains or subdomains: company.com, blog.company.com, and app.company.com
  3. All domains you manage for one client: client.com, second-company-client.com

Each ecosystem has its own tracking code. This enables you to invite different members to different ecosystems, add a logo to each one, and track visitors across all domains within the same ecosystem.

Note: If you’re a Marketing Agency, we recommend to create one ecosystem for each client. This enables you to give clients access to their dashboard and whitelabel each ecosystem with a different logo.

How to Add a Domain

To add a domain to your account:

  • Go to Settings > Add A Domain.
  • If the new domain is related to other domains in your Oribi account, such as a subdomain or another domain of the same client, choose to add it to An existing ecosystem. If not, create A new ecosystem.
  • Now, paste your tracking code to the domains you want to add. You can find all our installation guides here.

Switch between different domains by using the drop-down menu at the top of the screen.

How to Create an Ecosystem

If you work with multiple domains, such as a Marketing Agency managing different clients, ecosystems will help you keep your account organized and manage different levels of access for teammates and clients.

Some things to keep in mind, before creating a new ecosystem:

  • The domain is related to the first domain: We recommend keeping the existing ecosystem. This will allow you to more easily view data for all domains at once, use cross-domain functions, and invite others to see all domains.
  • The domain is unrelated to the first domain: If so, create a new ecosystem. That way, you’ll be able to invite others to view data for only the respective domains.
  • You want to give others access only to selected domains: If so, create a new ecosystem for ever domain or group of domains you want to keep separated.

When you connect your first domain with Oribi, you automatically create one ecosystem. If you connect more domains and want to create a new ecosystem

  1. Choose Settings from the top menu and select to Add Domains.
  2. Under Ecosystems, choose Add A Domain and select to A new ecosystem.
  3. Oribi will generate a new, unique tracking code for this ecosystem. Add this code to the new domain you want to connect with Oribi.

Note: Keep in mind that everyone invited to an ecosystem will be able to see all the domains you add to it.

Hiding, Unhiding and Removing Domains

Note: This is a feature that is only available if you manage multiple domains in your Oribi account.

If you want to remove a domain from your account, you have a couple different options.

Hiding Domains:

This option will hide the domain from your account. You will not see the domain and any of its data in your account. However, you keep the option to unhide the domain at any time and automatically get access to all its data again.

To hide a domain, go to All Domains. Select the for the domain you want to hide and choose Hide Domain.

To unhide a hidden domain, go to All Domains and scroll down to Hidden Domains. Select the domain and choose Unhide. The selected domain will now be visible in your account again.

Removing Domains:

To permanently remove a domain from your Oribi account, simply remove your tracking code from that site. If you change your mind in the future, you can always add the code again. But Oribi cannot provide you with any data during the time that the tracking code was not installed.

Deleting Domains:

If you want to completely delete a domain from your Oribi account, and remove all the data Oribi has ever collected, contact us.

Troubleshooting: Domain not connected

Are you not sure whether your domain is still connected? An indicator can be that all your metrics are 0. If you have several domains installed, you can enter All Domains and check for "Not Connected" alerts under the domain.

Now to the solution. Most likely, the script has been removed from your site. To fix it, follow the step-by-step installation guide for your platform. You will find all guides here. After following all steps, go back to Oribi and click refresh.

Still doesn't work? Contact us.

Manage Your Account Settings

In this article, you'll find:

In your Oribi Account Settings, you can view and change your payment settings, download invoices, invite new account members and add your own logo to your Oribi dashboard.

White-label Your Oribi Account

Note, that this feature is exclusive to the Account Admin.

With Oribi, you can make your Oribi account look like your own. Add your logo to resell Oribi to your team members or your boss.

  1. Go to Settings > Account Settings.
  2. Under White Label drag or Browse for your logo.
  3. Choose Open to add the selected file to your Oribi account.

    You can add any png, jpg, jpeg, or tiff file.

View/Change Your Payment Settings

Note, that this feature is exclusive to the Account Admin.

To change the plan of your Oribi account or update your payment method:

  1. Go to Settings > Account Settings.
  2. Under Payment Settings, you can view and edit your current payment method.

Download Invoices

Note, that this feature is exclusive to the Account Admin.

You can access all invoices issued for your account. To download any invoice

  1. Go to Settings > Account Settings.
  2. Under Past Invoices, select the invoice you'd like to download and click PDF.

Invite/Manage Account Members

Note, that this feature is exclusive to the Account Admin.

Adding someone to your Oribi account enables you to give your team members access to Oribi’s features and to share stats with colleagues easily.

Note This will give the user access to all current and future domains added to your account.

To decide on the level of access someone has, you get to define one of the following role for each new member:

  • Admin.

    Has full permissions to all domains in your account.

  • Team Member.

    Can do anything in your account, besides adding new domains and accessing billing information.

  • Viewer.

    Can view the data in your account without the option to modify anything.

To invite someone to your account:

  1. Go to Settings > Account Settings.
  2. Under Invite / Manage Account Members, add the email address of the person you want to invite and define their role.
  3. Click Invite.

At any stage, you can revoke someone’s access by simply clicking the bin icon next to their email address.

Manage Your Ecosystem Settings

An ecosystem is a unit with one unique tracking code for one or more, related domains. You can invite team members, change the time zone and exclude IP addresses across the domains within one ecosystem.

Note: Changes apply to all domains within one ecosystem. If you have multiple ecosystems in your account, you can invite different users to different ecosystems, set various timezones and exclude IP addresses only for specific domains.

Select a Timezone

The time zone you choose for each ecosystem sets the boundaries of a day for your events and reports, independent of the location the event originated from. For example, if you choose America/Los Angeles as your time zone, Oribi reports a day with the beginning and end of Los Angeles time, even if events for this domain were performed from New York, Tokyo or London.

To manually change the time zone

  1. Go to Settings > Ecosystem Settings.
  2. If you have multiple ecosystems, choose the ecosystem you want to change the timezone for from the dropdown.
  3. Under Timezone, choose the time zone from the drop-down. Note that the time zone you choose will be for this domain as well as all other domains and subdomains you may have defined for this ecosystem.

White-label an Oribi Ecosystem

With Oribi, you can make any Oribi ecosystem look like your own or your clients' account, by adding your or your clients' logo.

  1. Go to Settings > Ecosystem Settings.
  2. From the dropdown, choose the ecosystem you want to exchange the logo for.
  3. Under White Label drag or Browse for your logo.
  4. Choose Open to add the selected file to your Oribi account.

    You can add any png, jpg, jpeg, or tiff file.

Invite/Manage Ecosystem Members

If you are using multiple ecosystems, you can add someone only to specific Oribi ecosystems, for example to give your clients acess only to their domains.

To decide on the level of access someone has, you get to define one of the following role for each new member:

  • Admin.

    Has full permissions for all domains in this ecosystem.

  • Team Member.

    Can do anything in this ecosystem, besides adding new domains and accessing billing information.

  • Viewer.

    Can view the data in this ecosystem, but cannot pin events, use Oribi’s features, etc.

    *Use this role if you want someone to view data without the option to modify anything, such as an agency client.

To invite someone, for example your client, to a specific ecosystem only:

  1. Go to Settings > Ecosystem Settings.
  2. Select the ecosystem you want to grant someone access to.
  3. Under Invite / Manage Ecosystem Members, add the email address of the person you want to invite and define their role.
  4. Click Invite.

At any stage, you can revoke someone’s access by simply clicking the bin icon next to their email address.

Exclude IP Addresses

Oribi supports excluding specific IP addresses or an IP range. This means Oribi won't track any action coming from the IP's you've excluded. You might want to exclude addresses like your company IP's to ignore internal tests and sessions within your company for your insights and trends. Once you’ve excluded IP addresses, data coming from these addresses will no longer be sent to Oribi servers. It will have no impact on the data collected before the exclusion.

To exclude IP addresses, go to Settings > Account Settings and scroll down to Exclude IP Addresses.

Enter the IP address or the range of IP addresses and click Exclude.

Set Up Your Main Events

In this article, you'll find:

Oribi automatically tracks all button clicks, form submissions and page visits on your site. You can easily track your main conversions and visitors’ activity without using code.

Unlike other analytics tools, Oribi tracks every single interaction and covers 100% of your visitors’ activities - button clicks, form submissions and page visits.

If you want to track more advanced interactions, such as using the chat window, you can set up new or import your existing JavaScript Custom Events.

Pinned Events - Set Up Your Main Conversions

Pinned Events represent your ‘favorites’ or ‘bookmarks’ - top conversions and events you want to keep in sight, such as sign ups, payments or downloads. Pin events to include them in your dashboard, reports and insights.

A Pinned Event can be a single event or a group of events, for example, all buttons which lead to the sign up page or all your blog posts.

You can pin an event anytime. Once pinned, it will include all of its historical data as well.

How to Pin Events

Select Pin an Event from the top bar.

To find a specific event, simply search it by name or by the page it appears on. Events which appear on a menu, footer or pop up will be labeled to help you recognize it easily.

Can't find the event you're looking for? This can happen, because
  • The event didn't occur in the last 30 days. Go to your site and click the button or visit the page you want to pin. Refresh Oribi and search it again.
  • It’s an iFrame - embedded content from another website, like a calendar integration, chat or checkout form. It does not include your Oribi tracking code. We cannot automatically track these events. You can use JavaScript Custom Events to track events coming from an iFrame.

Group Events

In many cases, grouping buttons or pages will help you track your visitors’ activity better.

For example:

  • Group all post pages to track visits to the blog.
  • Group all buttons - ″Sign Up″, ″Sign Up Now″, ″Get Your Account″ - linking to your sign up page to track all sign ups independent of the button label.

How to Group Events

Pin a new event or edit an exisiting event you want to group.

Use one of the following methods to group events:

  • By Link: Usually the most effective way to group events. Define a link, such as ″/signup″, to group all buttons on your site that link to the defined destination. This can be a page in your site as well as an external page, e.g. all buttons linking to youtube.com. Choose Containing phrase to define a page group, such as all pages containing ″blog″.

  • By Label: Group buttons according to their label, such as ″Join now″, ″Join today″ and ″Create account″.

Note: No need to change your Pinned Event, if you add a new button to your site. Oribi will detect new buttons meeting the same rules and automatically add it to your Pinned Event.

Track Buttons From Specific Pages

Pinpoint buttons by the pages they appear on. This way, you can track button clicks only from specific pages, such as clicks on ″Create Account″ from the home page.

Choose the pages you want to include by defining the Exact page or by choosing pages which contain a selected phrase.

Edit / Unpin Pinned Events

For editing or unpinning events, enter the Manage Pinned Events section.

Hover over the light bulb icon to see how a Pinned Event was defined and if it groups events.

Click Edit to make changes to any Pinned Event.

Click Unpin to remove a Pinned Event from your account. Unpinning an event won't remove or modify the original events, and you can always pin it again.

Custom Events

Oribi tracks all button clicks, form submissions and page visits on your site. Additionally, you can create Custom Events by using Oribi’s Javascript API.

A few examples you can use Custom Events for:

Custom events code examples:

  • Events that occur in an iFrame - an embedded element which isn’t tracked by Oribi’s script, such as a payment form, chat component or a YouTube video.
  • Events coming from a different site, such as a checkout process which ends on an external site.
  • Form submissions with no thank you page. While Oribi tracks all clicks on the submitting button, you can use custom events to track successful form completion.

Once you have the Oribi script installed on your site you can utilize Oribi’s javascript API to send an event.

Your developer can read more about it in the Oribi Javascript API section.

Import Custom Events

You might already use JavaScript triggered events on your site for different services, such as Google Analytics or Facebook. Oribi enables you to import these existing events into your Oribi account.

Importing a Custom Event will not overwrite or modify the original event in any way. Oribi adds an identical call which will be sent to your account without affecting the original event.

If you change the original event, it will automatically be updated in Oribi as well.

Note: In case the original event is deleted from your site, it will no longer appear on your Oribi account either.

To import Javascript events, go to Manage Pinned Events > Custom Events > Import. You can change the event’s name in the Oribi Display Name field. This will not modify the original name.

Oribi currently supports importing JavaScript events from the following APIs:

  • Facebook
  • Google Analytics

Troubleshooting: I can’t find a button/page in the event list

Once connected, events on your site are collected for you. If you can’t find a button or page in your list of events, it is most likely due to one of these two reasons:

  • The event hasn’t occurred recently. Oribi detects events as they are performed. So, if you cannot find an event, it was most likely not performed in the last 30 days (or since you installed your tracking code). Simply go to your site, click the button or visit the page you didn’t find in Oribi, and come back to Oribi. Refresh your account and try searching for the event again.
  • The event is in an iFrame. An iFrame embeds content from another website into yours. Because the other website is not connected to your tracking code, analytics tools cannot track events happening in an iFrame. However, if you have or know someone with JavaScript knowledge, there is a workaround. You can create Custom Events for this content, using Oribi’s JavaScript API.

Still can’t figure out where your event is? Contact us.

Monitor All Your Domains

With Oribi, you can check all the domains connected, in one view. It's your daily check to make sure everything is running smoothly, or to see in one glance, if something requires your attention.

Note: This feature is only available, if you have more than one domain connected to your Oribi account.

To enter the All Domains section, choose All Domains from your sidebar.

See at a glance how many domains Oribi is tracking for you, which domains report positive trends and which domains report negative trends. Monitor your key metrics for each domain and quickly spot if there have been major changes you should note. To enter any of the domains, click on the domain menu and choose Switch to www.yourdomain.com.

Hide Domains

To hide domains from your account, simply
  1. Open the domain menu on the right.
  2. Choose Hide Domain.

All Hidden Domains will be listed on the bottom of the page. You can redo this action anytime by clicking Unhide behind any domain you want to see in your account again.

Troubleshooting: Domain not connected

Are you not sure whether your domain is still connected? An indicator can be that all your metrics are 0. If you have several domains installed, you can enter All Domains and check for "Not Connected" alerts under the domain.

Now to the solution. Most likely, the script has been removed from your site. To fix it, follow the step-by-step installation guide for your platform. You will find all guides here. After following all steps, go back to Oribi and click refresh.

Still doesn't work? Contact us.

Analyze Top Conversions and Key Pages

In this article, you'll find:

Explore your main Call to Actions and Key Pages to:

  • Reveal the channels your converting visitors come from
  • Find the pages that result in the highest conversion rates
  • Know how many times visitors return before converting

Key Figures

Count - is the unique count of visitors who clicked this button.

Conversion rate - is the % of visitors who clicked this button out of the total number of visitors who saw the button. Oribi identifies all the visitors to the pages including this button and tracks how many of them clicked the button. The conversion rate helps you understand how many visitors convert out of the potential reach.

Explore All Visits

All Visits provides the big picture of your visitors’ actions. See breakdowns by channels, platform, country, pages visited and UTMs. Each breakdown displays the number of unique visits as well as the number of conversions for each of your Pinned Events.

Use this section to easily see how different parameters, such as channel or platform, affect your conversion rate and what each visitor segment does on your site.

Explore Pinned Events

Pinned Events represent your main conversion goals, such as sign ups, purchases, or blog visits. These can either be button clicks or page visits.

To explore what affects your Pinned Events, choose them from the side bar under Explore Button Clicks or Explore Page Visits. If you want to explore a button click, form submission or page visit you haven't pinned, simply select Explore Button Clicks > Explore More Buttons or Explore Page Visits > Explore More Pages and use the drop down to find the event you're looking for.

Explore Button Clicks

Use this section to understand your conversions better and identify optimization opportunities.

The timeline visualization helps you track conversions and identify usage patterns.

Tip: Note the dots on the timeline. Each dot represents a potential cause of changes in your conversions helping you explain an increase or decrease. Dots can represent holidays (in any one of the main countries your visitors come from), traffic peaks from a certain channel, a new page added to your site (such as a new blog post) or weekends. Hover over the dot to see more details.

By Channel

Find out how many people coming from each channel clicked the selected button.

The channel represents the First Touch, meaning the first referrer the visitor has visited your site from. For example, if a certain visitor clicked on your ad on Facebook, and a few days later returned via Google to sign up, the channel displayed will be Facebook. Oribi uses the First Touch Attribution model, because the first touch is usually the most meaningful one.

The conversion rate reflects the percentage of visitors who convert out of the total number of visitors from this channel who saw this button. It helps you understand which channels can be optimized and which ones bring the most relevant audience for your site.

Tip: The most important figure in the channels breakdown is the conversion rate. Google organic and direct traffic usually have the highest conversion rates. In general, these visitors actively look for your site or service and therefore are more likely to convert. For all other channels, low conversion rates typically means you bring the wrong audience or your message is wrong. For example. you could have a lot of traffic coming from Instagram, but hardly anyone who converts. Most likely, you need to change your marketing strategy there and post content which is closer to your service.

Desktop vs. Mobile vs. Tablet

See which platform visitors used to convert. There are two important metrics to track.

The first one is understanding the trend - which platform is the most significant one? Are other platforms important as well or only drive a very small portion of visitors? The second metric is the conversion rate - it helps you understand how likely visitors are to convert based on the platform they’re using. In many cases, a major difference between the platforms is an important indication that the site or flow is not optimized for this platform.

Tip: The conversion rate from mobile is usually lower than desktop. However, if it’s lower than 20-30% you can probably optimize it. In many cases, adjusting the design for mobile as well as simplifying the key pages can help close the conversion rate gap.

By Page

The By Page breakdown helps you analyze how each of your key pages performs. Find the pages people click on your button the most, and see the conversion rate of each page to reveal how many visitors to this page clicked the button. The By Page breakdown is also very powerful when optimizing your blog - easily see which posts convert best.

Tip: Exploring key actions which appear on a menu or pop-up. The pages with the highest conversion rates indicate where the most valuable opportunities exist. You might want to add more calls to action on these pages.

By Country

Track conversions by country. Use the conversion rate to learn how likely visitors from different countries are to click this button. A low conversion rate might indicate a language barrier or ineffective marketing channels for this location.

By Session

The By Session breakdown helps you optimize your marketing efforts and budgets. It indicates how many times a visitor came to your site before converting.

A common marketing practice is to get visitors to visit your site multiple times from different sources - retargeting, email campaigns, SEO, publishing content. This section helps you understand whether this is critical for your site. See which percentage of your visitors convert on the first visit, which percentage on the second visit, the third visit, etc.

Tip: Use the Visitor Journeys to follow individual visitors through your site. Explore their sessions and actions before converting to learn what is important to optimize your results.


If you’re working with UTMs, use this section to see conversions and conversion rates for each of your campaigns.

Explore Page Visits

Optimizing your top pages can be the key to increasing conversions.

Use Explore Page Visits to learn which sections on your site are more significant and understand how visitors behave on each page. The Page Visits section includes the same breakdowns as the Button Clicks section as well as a breakdown of the button clicks on this page.

You can also explore page groups, such as all pages of your blog, using the Pinned Events capabilities.

Button Clicks

A common practice today for analyzing pages is using heatmaps. Heatmaps provide very high-level data on how people are using your site. Oribi collects the exact number of clicks for each button. Without defining any code events you can see what are the most popular buttons on this page and what percentage of visitors click each one. This breakdown will help you understand what your visitors are looking for.

Tip: Find the most clicked buttons on your key pages and highlight them on your site. These are the actions your visitors are looking for. Buttons with a low number of clicks you might want to place on another page.


In this article, you'll find:

How To Use Channels

Use Channels to:

  • Find your top performing marketing channels
  • Know which channel to focus on for each conversion goal
  • Evaluate new referrers easily

See the conversions for every Pinned Event by each of your marketing channels at a glance.

Choose between:

  • Referrers - to see the channels that referred visitors to your site
  • UTMs - to identify referrers by source, medium and campaign

Switch from Count to Conversion rate to see the percentage of visitors who clicked any button you've pinned out of all the visitors who saw this button.

Referrers which were detected for the first time will appear on top of the list and are labeled ″New″. This indication helps you to track new referrers and sites which recently wrote about you.

Track Campaigns with UTMs

Which of your paid ads on Social Media get you the best leads? And which email campaign results in most conversions on your site? UTMs help you to understand how each campaign, ad, post or email is performing. They are the key to analyzing your channels better.

This is a short guide to help you get started with UTMs.

What are UTMs?

A UTM is a tag added to the end of a URL.

Instead of the regular link to your site, you can add parameters to your link, so Oribi (as well as other tools) can ‘tell’ which exact source your visitors are coming from. Adding UTMs to a link doesn’t impact the visitors in any way.

You’ve probably seen many UTM links. They look something like this:


Users clicking the link will be directed to the website (here: oribi.io/signup). The marketing team behind, however, collects more information about the origin of the click (here: the “Insights” ad on Facebook).

How to Use UTMs

Building UTMs is simple and you can easily do it yourself.

There are plenty of free UTM builders online, such as this one. Just enter your parameters, copy the links and use them for your campaigns, newsletters, etc.

Make sure to be consistent with the way you define parameters and create different links for each ad, email, etc.

To evaluate your campaigns, enter the Channels section in Oribi and choose UTMs to see what visitors coming from different campaigns are doing on your site.

Marketing Attribution

Marketing attribution reveals the full journey of your customers and helps you understand which channels and campaigns were involved in a conversion.

Use Attribution to:

  • Know how many conversions each marketing channel contributed to
  • Understand your customers’ journeys better and adjust your strategy accordingly
  • Optimize your spending on the right channels to improve your results

What is Marketing Attribution?

In today’s digital world, customers can interact with your brand on multiple channels before converting on your site.

Let’s say, a prospect initially arrives at your site through a post on your company blog. A week later, he gets retargeted by your ad on Facebook and returns to your site. He signs up for a demo and leaves again. After the demo, a few days later, he creates his account on your site. Which of your marketing efforts drove the conversion?

With so many channels and types of prospects, it becomes notoriously difficult to know exactly where or how to focus your efforts.

Marketing attribution is the process of assigning the credit of a conversion - such as subscribing to your newsletter, downloading content or visiting the Pricing page - to the marketing channels involved prior to the conversion.

Using this feature, you can identify all marketing channels for any button click, form submission or page visit, and choose how to assign ‘credit’ to each channel in any given campaign to evaluate your marketing efforts.

Attribute Your Conversions Right

Start, by choosing the conversion goal you want to credit your marketing channels for.

1. Map All Single-Touch Conversions

A single-touch conversion is reported, when a prospect converted directly on their first visit to your site. For example, a visitor initially arrived at your site through a Facebook ad and converts in the same session.

This section helps you find the channels that are strong enough to result in a conversion on the first visit.

2. Identify the Channels Involved in Multi-Touch Conversions

In most cases, your prospect needs more than one interaction with your brand before converting. Going back to our example, the customer had three touchpoints before creating an account: your company blog, the Facebook ad and finally returning directly after the demo.

The first-touch channel, here the blog, is the initial touchpoint that leads a prospect to your site for the first time. Like planting a seed, it’s the first essential step for the conversion.

The Facebook ad is the assist channel. This is the stage of nurturting your leads and building a relationship, similar to watering your plant to help it grow.

The last-touch channel, in the example Direct, when your prospect returns after the demo to create an account, is the final touchpoint before the conversion. This is when you’re picking your fruit, in the end of the cycle.

With this section, you will understand how many conversions occurred due to working on multiple channels and easily identify which touchpoints work best to for every step of the customer journey - from initally targeting your prospects, to nurturing your leads and finally reaching out to convert them to customers.

3. Choose the Right Attribution Model

Marketing-attribution models determine how credit for conversions should be given to different touchpoints in the customers’ journeys.

The first-touch is the initial channel your visitor arrived to your site for the first time. Assist channels are the ones that nurture the relationship with your prospect. And the last-touch channel is the final channel that brings your prospect back to your site to convert.

If you give more credit to the first or last stages of the customer journey, or divide credit equally across all channels, depends on the model you choose. Each model has its advantages. Which model is best, depends on the question you’d like to answer.

First Touch

Marketing-attribution models determine how credit for conversions should be given to different touchpoints in the customers’ journeys.

The first-touch is the initial channel your visitor arrived to your site for the first time. Assist channels are the ones that nurture the relationship with your prospect. And the last-touch channel is the final channel that brings your prospect back to your site to convert.

If you give more credit to the first or last stages of the customer journey, or divide credit equally across all channels, depends on the model you choose. Each model has its advantages. Which model is best, depends on the question you’d like to answer.

Last Touch

The last-touch attribution model is the exact opposite of the first-touch attribution model. It assigns 100% of the credit to the last touchpoint a prospect had before converting on your site.

This is the stage of picking your fruits. Your prospect already knows you and is ready to convert.

This is a great model if you want to measure the touchpoint that is driving conversions, like conversion-driven campaigns or landing pages.

Last Non-Direct Click

The last non-direct click attribution model gives 100% of the credit to the last channel before a visitor converts, without taking direct traffic into account.

Direct is reported when no channel can be determined. It can represent visitors who typed your site URL manually, arrived through an email link, a bookmark, a Mobile app, a PDF, etc. In many cases, visitors initially visit your site through a certain channel and later return after typing the URL or saving it somewhere.

You may want to filter Direct traffic out sometimes, to credit your conversion only to known sources and evaluate your marketing efforts more easily.


The linear-attribution model divides credit evenly across every touchpoint of the customer journey.

This model helps you quickly understand the best of your customers’ journeys as a whole and optimize the entire picture, rather than just focusing on one touchpoint.

Time Decay

The time-decay attribution model gives the credit to touchpoints closest in time to the conversion.

This way, the further a touchpoint is away from the conversion, the less credit it will get.

With this model, you will better understand which channels or touchpoints are pushing customers closer to the conversion.

Position Based

The position-based attribution model gives 40% of the credit to the first and last touchpoints and evenly distributes the remaining 20% among the assisting touchpoints in between.

This model lets you optimize both, the touchpoint that led a prospect to your site as well as the one that actually ended up converting the prospect. It’s an easy way to evaluate all touchpoints for short-term campaigns with a few assisting touchpoints in between.

First-Touch Focus

The first-touch focus gives 60% of the credit to the first touchpoint, 20% to the assisting touchpoints and 20% to the last touchpoint.

It focuses on the initial interest in your brand while acknowledging the other touchpoints that played a role in the conversion.

Last-Touch Focus

The last-touch focus gives 60% of the credit to the last touchpoint, 20% to the first touch and 20% to the assist.

Use this model to evaluate conversion-focused campaigns, while taking other touchpoints within this conversion into account.

4. Dive Deeper Into Single Visitor Journeys

While the sections before identify all channels involved in your conversion, the Visitor Journeys by Touchpoint section helps you evaluate how a specific channel contribute to single visitor journeys on their way to convert.

For every channel, Oribi evaluates if it performs better for single- or multi-touch conversions. For multi-touch channels, you also learn if the channel you’re looking at works best as first-touch, assist or last-touch channel.

Each journey will display where the selected channel was used, the times in between each touchpoint, and the last-touch channel that brought the prospect back to your site to convert.

Hover over specific journeys and click View Journey to see each step and every session this visitor took on the way to convert.


In this article, you'll find:

Use Funnels to:

  • Understand where and why you lose visitors before they convert
  • Identify steps you can optimize to increase conversions
  • Stay on top of bugs, browser issues, etc.

What's a Funnel?

A funnel is the path a prospect takes through your site which ultimately results in a conversion.

Funnels are the best way to evaluate the success of your most important conversion flows, like signups, newsletter subscriptions, account creations, purchases, or anything that matters most to you on your site.

Using Funnels, you can pinpoint exactly where in the process your prospects are dropping off and why, and then fix these "leaks" accordingly, so more and more of your visitors become customers.

Build a Funnel

With Oribi, you can build funnels super easily. Every step in your funnel can be any Pinned Event, button click, page visit, form submission or custom event.

  1. Go to Funnels > Create a New Funnel.
  2. Define all steps - select the event types, choose the events you’d like to track from the drop down and name the steps.
  3. Now, give your funnel a name and click Save to complete.

Filter Your Funnel

Segment your visitors to identify different behavior and get more meaningful insights. You can filter your funnels by channel, platform or country to see how many visitors from Facebook complete the funnel, compared to visitors from Google, and if mobile users have more difficulties in specific steps.

Simply select the filters, when creating or editing your funnel, and choose if you want to include or exclude certain channels, platforms or countries.

Build Funnels Across Domains

Use Cross Domain Funnels to follow your visitors across different domains. This is a powerful feature to optimize your conversions.

If you have multiple domains referring to each other, add Oribi’s tracking code to each of them. When building a funnel, toggle the Multiple domains switch. Now, you can pick domains for each step.

Note that in order to provide an accurate count, each step is based on visitors who performed the previous step. If you add a step from another domain to your funnel, the count will represent only the visitors who have performed the action on the initial domain.

Using ecosystems? You can build cross-domain funnels between any domains within the same ecosystem.

Step Count ≠ Total Count

Most tools report the total count for each step of the funnel. Oribi's Funnels, on the other hand, analyze each step and display the precise flow of visitors who progressed from one action to another.

For example, out of the total number of visitors who accessed your landing page, how many signed up for your free trial afterwards.

This way, you get the most accurate insights to analyze drop-offs and optimize your conversions.

Note that the step count can differ from the total count of this event.

Visitor Journeys

In this article, you'll find everything about:

Use Visitor Journeys to:

  • Track every action of single visitors across different sessions
  • Filter sessions by their length, action, referring channel, and more
  • Find patterns in the behavior of your top converting visitors

Follow individual visitors through your site. Track each one of their actions across different sessions. See how your top converting visitors are navigating through your site and discover patterns.

To get there, click Visitor Journeys on the sidebar.

Visitor List

This section is an index of your visitors; use it to look up interesting journeys as well as specific patterns. The default sorting is by Last Seen - the visitors on top of the list are those who are currently on your site or the most recent visitors.

For each visitor, you’ll see:
  • ID - Each visitor on your site is given a unique, permanent ID in Oribi for easier recognition and to enable the tracking of this visitor across different sessions
  • Initial Channel - See where the visitor initially found your site. This information will help you better understand the journey. Did they reach your site after searching on Google or did an interesting picture on Instagram lead them to you? When you enter a visitor's journey, you will see all the sessions including each channel they arrived from
  • Last Seen - Track the visitor’s latest activities to detect the most recent visitors
  • Number of Sessions - Identify whether the visitor is new or returning and their number of visits to your site. It lets you detect visitors who have been visiting your site for months, and understand what's driving them back
  • City and Country - See where specific visitors come from to detect potential usage patterns and activities
  • Platform - Explore the platform and browser each visitor uses
  • Activity - Reveal the level of activity on your site. Visitors with low activity visited your site briefly and left, while visitors with high activity engaged more deeply with your site


Use the Custom filters to have a look into specific journeys. You can filter by:
  1. Buttons Clicked - Follow visitors who clicked a specific button, such as completing checkout or downloading your eBook. You can choose any Pinned Event or click.
  2. Pages Visited - Filter sessions of visitors to a specific page - e.g. your pricing page - or a page group - e.g. all your blog pages.
  3. Number of Sessions - Look at the visitors who had a specific number of sessions, e.g. returning visitors with more than 4 sessions.
  4. Session Length - Search for long or short sessions to track their patterns.
  5. Referrer - Filter by visitors coming from specific referrers, such as everybody coming from Facebook.
  6. Country - View journeys of visitors from a specific country to reveal different behavior.
  7. Platform - Select the visitors coming from a specific platform, such as the ones coming from mobile.
You can also use the default filters:
  • Used Pinned Events to filter by visitors who performed one or more of the events you've pinned
  • Highly Active Visitors to see the most engaged visitors on your site

Note: Click on "Export to CSV" to export selected visitor journeys. This way, you can explore specific visitor segments, answer much more complex queries about them and find patterns in their behavior.

Individual Visitor Journeys

Clicking on a visitor in the list will reveal his/her entire history: A list of all the sessions performed as well as the exact path and interactions in each session.

Per session, you’ll see each page visited and every button clicked as well as how much time the visitor spent on each page. Figure out why your visitors are signing up, purchasing, or performing desired actions on your site.

The ′coffee′ icon represents idle time, where the visitor either left the browser open or switched tabs.

Visitor Journeys Aggregator

What are the top paths your customers take on your site? What are the most common actions visitors do before converting? Use the Visitor Journeys Aggregator to find the top paths visitors take on your site to perform an action.

Select Visitor Journeys from the sidebar and choose Journeys Aggregator.

To get started, select the event you are most interested in from the dropdown. You can choose between any Pinned Event, button click, or page visit.

Oribi analyzes all the journeys on your site and shows you the paths that led there, beginning with the most common path. You will also see the time visitors take on average to complete the whole path as well as each step.

Email Integration

Oribi enables you to identify your website visitors by their email address. It will help you track the activity of specific visitors and connect their sessions across devices.

The Basics

Once your Oribi script is installed on your site, it collects every button click, form submission, and page visit that your site visitors perform. This is done automatically, and there’s no need for a developer to add any additional code to the website.

While custom events can be imported from Google Analytics and Facebook automatically, Oribi also offers a way for customers to actively set up their own custom events. To do this, a developer must add an Oribi API Javascript call to your website. This code integration allows a developer to select when and where to send a custom event, as well as how to name it. The location is the code, but the timing for sending an event will vary between sites and types of events.

Email Integration Explained

By default, all data that Oribi tracks about your website visitors is completely anonymous. Oribi assigns a unique user ID to each of your site’s visitors, and all sessions and actions (clicks, visits, or custom events) performed by that visitor are connected to their unique ID.

For customers who collect their site visitors’ email addresses via a login or sign-up mechanism, Oribi offers additional active integration, in which you can send a visitor’s email address by adding a Javascript call to the Oribi API. Oribi will then create a mapping between the Oribi generated user ID and the email address that was sent.

Upon successful integration, the customer will be able to see their visitors’ email addresses displayed in the Visitor Journeys page, as well as see their full journeys across all platforms and devices.

How To Activate Email Integration

Activating Oribi’s email integration requires adding Javascript code to your site. This is an advanced feature that includes custom coding. You need a developer to help you with that.

Your developer can read more about it in the Oribi Javascript API section.

Event Correlations

Use Event Correlations to:

  • Find out how specific events affect your conversions
  • Reveal the actions you should focus your visitors on to improve conversions

Does reading your blog increase the number of sign ups? Are visitors who saw the pricing page more likely to convert? The Event Correlations help you find the answers.

How to Build a Correlation

  1. Go to the Event Correlation section and select to Create a new Correlation.
  2. Define the event you want to understand how it's affecting your conversion.
  3. Choose which conversion you're interested in.
  4. In the drop-down, your Pinned Events are displayed first, followed by any button click or page visit Oribi tracked on your site.
  5. Click Name Your Query to give your correlation a name.
  6. In the last step, you can customize the default text of your correlation.
  7. Once saved, you'll find your new correlation in the Correlations section.


In this article, you'll find how to:

You're working hard to optimize your conversions! Oribi’s reports will help you to easily share your results with colleagues or clients.

Oribi's built-in reports feature makes it easy to create, export, and share professional reports:

  • Fully customizable. You decide which metrics to include in your report. Easily add descriptions to highlight key insights and summarize your achievements.
  • White-labeled. Place your logo and modify the design and the colors to match your report to your company or to any of your clients.
  • Ready-made for you. Save the time you used to spend on building reports. It’s a button click in Oribi.

Create/Edit a Report

  1. Enter the Reports section from the sidebar.
  2. To create a new report, select Create a new report or duplicate an existing report.
  3. Choose a name for the new document.

You will find all reports created in your account under Reports.

Customize Your Report

Oribi’s reports automatically contain all key metrics you probably want to share. On top of that, you can easily modify the content included as well as the visual appearance of each report.

To match any corporate look, select Design from the top bar of the report and

  • Add up to two logos, for example your and your client's logo
  • Select the primary color of the report
  • Choose the style of the illustrations on your report's pages.

By default, each report consists of eight different sections:


Make the best first impression.

Adjust the name of your report and add a description to summarize highlights for your recipients.


Get actionable information in your key metrics to base your next business decisions on the right data.

Choose the insights you want to display and drag and drop them in the drop-down menu to change their order.


Know how each channel contributes to each conversion goal to allocate your budget right.

Define how many channels you want to include in the report. The channels are sorted by the amount of traffic they drove to your site.


Detect and remove bottlenecks in your visitor flow and assess the changes you make.

Pick the funnels you want to display and sort them by dragging and dropping them in the drop-down menu.


Evaluate and rank your marketing efforts. Find out how different events affect your conversions.

Select the correlations and decide in which order to display them in your report.

All Visits

See the big picture of your site’s traffic to optimize your targeting and user acquisition.

Include a summary of the traffic or select a detailed report for the overall visits to your site.

Pinned Events

Understand your visitors’ main actions to optimize flows and drive results.

Decide which Pinned Events should be part of your report and in which order. You can choose between a brief summary of your top stats and a detailed view of any breakdown you’d like to include. The breakdowns you select will be displayed for all Pinned Events in your report.

You can add a description for each section to highlight your achievements and explain results. Note that each section has different settings available, according to their content.

To change the order of the sections in your report, drag them on the sidebar.

Use the Visible toggle to exclude sections from your report.

Export Reports

So, you’ve created a stunning report. To export it, you can download it as a PDF or send it by email.

  1. In your report, select Export from the top bar.
  2. Choose Download to export the file as a PDF or Send per email to send the report to yourself or others.

Schedule Reports

Some reports you may want to send on an ongoing basis. You only need to define these reports once. Oribi’s scheduling feature handles the rest.

  1. In your report, select Schedule from the top bar.
  2. Choose how often and when your report should be generated for you.
  3. Add the recipients who should receive this report.
  4. Click Schedule.

You can modify your settings at any time, delete recipients from your mailing list or stop the scheduled report to not generate and send them automatically any longer.

Oribi for eCommerce

Use the Oribi Revenue integration to:

  • Track your whole purchase flow within Oribi
  • Connect visitor behavior with your online purchases
  • Learn when and why people check out
  • Optimize your sales and grow your shop

Note: To use this feature, you’ll need to connect your online shop with Oribi’s Revenue tracking first. Read here how to do it or here if your shop is built with Shopify.

In this article, you’ll find everything about:

Revenue Analysis

Once the first order is detected, you will see all breakdowns in the Revenue section.

The graph will help you understand peaks and drops in your sales and how your revenue develops over time. The breakdowns below will help you analyze and optimize your revenue:

  • Revenue By Channel. Know which channels result in the highest sales in order to place your next dollar right.
  • Revenue By Platform. Learn if visitors browsing from desktop, mobile, or tablet are your best buyers.
  • Revenue By UTM. Evaluate your email newsletters, campaigns, and various marketing efforts by the sales they drive. Read more about UTMs here.
  • Revenue By Location. Immediately spot where your best customers are located and decide on location-based marketing efforts.
  • Revenue By Session. See how many visits it takes for your customers to place an order so you can better structure your marketing communication.

Revenue Attribution

Most customers have several touchpoints with your shop before they buy something - and therefore, you are probably active on multiple channels.

With Revenue Attribution, you can easily evaluate how much revenue each channel generated to invest your future marketing budget right. See your top channels of customers who bought something on their first visit, as well as all channels used by customers who made multiple visits to your shop before placing an order.

The Attribution Calculator lets you decide how to evaluate First Touch, Assist, and Last Touch channels. Read more about Attribution Models here.

To take a closer look at specific channels, use the Visitor Journeys by Touchpoint section. Follow single customers who used a particular channel on their way to checkout. Keep an eye out for Oribi’s channel insights - they will highlight if a channel performs best as a single-touch, first-touch, assist, or last-touch channel.

Individual Visitor Journeys

Follow your top customers through your shop on their way to checkout and see every page they visited, every button they clicked, and how long each action took them.

Use the filters to create specific customer segments.

You can also connect Oribi’s Email Integration to follow the journeys of specific customers.

Read more about Visitor Journeys here.

Note: By February 2020, you’ll be able to filter customers by their purchase amount.

Oribi Helps You Overcome Data Discrepancies

To optimize your results, you need to understand the entire conversions funnel, how many visitors convert and where they come from. Each tool measures your conversions differently, which results in discrepancies.

Use Oribi as your ″source of truth″ for an accurate count of visitors and conversions by channels.

100% of Your Data Is Analyzed

Collecting counts from different platforms is a challenge for any tool. This is why numbers from Facebook, Google Analytics, AdWords, Bing and other platforms almost never correspond.

One way is to sample your data. This means, only a subset of your data is selected and analyzed to give you faster results. But this method usually results in less accurate insights and cannot assure you that the chosen subset is representative for your overall visitors.

Oribi collects every button click, form submission and page visit happening on your site.

Conversion Count and Attribution

Oribi reports the unique count of each action. For example, if the same visitor clicked on ″Subscribe for Updates″ 5 times last week, Oribi will display it as one time. This method is used to provide a clear summary of converting visitors. So, when you see X subscribers this week in your Oribi account, it means X unique visitors.

Oribi’s attribution model is first touch. It means the channels, country and platform count is based on the visitor’s first visit to the site (ever or since the Oribi tracking code was installed). For example, if a certain visitor first clicks on your Facebook ad to get to your site, and later returns via Google to sign up, the sign up breakdown shows the conversion as coming from Facebook.



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

    Nope, only to the pages you want to track with Oribi.

    Oribi will track the pages you add your personal tracking code to. If you do not want to track a certain page, simply don't add the code to it.

  • Will Oribi slow down my site?

    Absolutely not.

    Oribi was designed to ensure that it has a negligible impact on the performance of any page on which it is embedded. Our script is 29kb, which is probably smaller than any image on your site.

  • How does Oribi protect my data?

    We know how crucial strong data security is and take it extremely seriously at Oribi.

    That being said: you control which data Oribi tracks.

    Every insight that Oribi collects will be stored in your personal account and will only be visible to the account members that have been granted access.

    The data Oribi collects is fully anonymous. We do not save any personal data, such as email addresses or exact locations of your visitors.

    All data is processed and stored in world-renowned data centers in the United States.

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

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

    As long as your Oribi tracking code is still added to all the pages you'd like to track, we continue tracking all events and pages automatically for you and add new events as they occur.

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

    Of course.

    If you want, you can use Oribi together with other analytics tools.

    Oribi focuses on increasing your conversions. We give you the tools to understand why visitors behave the way they do, analyze patterns for you and give you the insights that are positively affecting your conversions.

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

    No. We capture everything.

    Oribi captures every button click or page visit that is happening on the site(s) you have connected.

    Plans & Pricing

  • How do I update Oribi to a full account?

    Awesome to see you join us! Choose "Upgrade" on the top bar in your account to get your full Oribi account.

    When signing up for Oribi, you'll start with a free trial. The trial gives you access to all the features and benefits of Oribi. At any time, you can navigate to Upgrade in the top bar of your account and choose the plan that fits best to your needs.

    Not sure which plan fits best to your needs? Check out our plans or contact us, so we figure it out together.

  • Can we use Oribi for several team members?

    Of course! :) You can use Oribi with your entire team.

    Simply navigate to your Account Settings and choose Settings. Select if you want to grant your team member access to the full account or a specific ecosystem, add their email address and click Invite.

  • Which pricing plans do you offer?

    Oribi’s plans are as diverse as the needs of our users.

    To build the right plan for you, please check out our Pricing page.

  • Can I change plans?


    Just contact us and we'll help you navigate.

  • Where do I see my invoices?

    It goes straight to your inbox.

    We send your invoice per email to the owner of your account.

  • How can I update the invoice settings in my account?

    You'll find it under the Settings in your account.

    Navigate to the settings icon on the top bar in your account and choose Settings from the dropdown. Scroll to Payment Details to update your credit card details, change your billing email address or edit the seats in your account.

  • How do I delete my account?

    We're sorry to see you go!

    Our aim is to help you understand your website visitors better and take your conversions to the next level. Before you leave us - is there anything we can do to improve Oribi for you? We want to hear.

    To delete your account, simply contact us.


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

    Just go to your website to activate the code.

    A connection is detected as soon as someone clicks a button or visits a page on your site. If you don't want to wait for your visitors to perform an action, simply visit your website and click something. You site should now be connected.

    Still not working? Contact us.

  • I cannot find an event in the list.

    There are two main reasons for that:

    • Did this event happen lately? - Oribi tracks events as they happen on your site. If you're not sure that the button click or page visit you want to track was performed in the last 30 days, simply go to your site, perform the specific event. Come back to Oribi to refresh and search for the event again.
    • The event is in an iFrame. - An iFrame embedds content from another website into your site. It's not possible to track events that happen within an iFrame.
    Need help finding an event? Talk to us.
  • Why do I see different numbers in Oribi than in my other analytics tool?

    There are different ways to count conversions. This is why numbers from different tools almost never correspond. We chose the way that helps you understand your visitors best.

    Collecting counts from different platforms is a challenge for any tool. This is why numbers from Facebook, Google Analytics, AdWords, Bing and other platforms almost never correspond. Here's how we analyze your data to help you understand your visitors better:

    • We look at 100% of your data and do not sample. This way, you get fully accurate insights to make smarter decisions.
    • Oribi counts unique visitors converting on your site in order for you to know how many of your site visitors perform a specific event.
    • We attribute conversions based on the First Touch attribution model. This tells you the channel your converting visitors first got in touch with your brand, to help you allocate your resources better. Check the Visitor Journeys to see all channels the same visitor used to get to your site.

    Data Security & GDPR

  • Which type of data does Oribi track?

    We only track fully anonymous, aggregated data.

    Oribi collects and analyzes aggregated data of your site visitors. Any information is fully anonymous and isn't connected to an individual. We do not save any personal data, such as email addresses or exact locations of your visitors.

  • Where is my data stored?

    We process and store all data in world-renowned data centers on the Amazon Web Services infrastructure in the United States, which use state-of-the-art multilayer access, alerting, and auditing measures.

    Our database servers run inside an Amazon Virtual Private Cloud, which is only accessible from the application servers and no outside sources are allowed to connect to the database.

  • Is Oribi GDPR compliant?

    Yes. We make sure you can use Oribi with full confidence.

    The General Data Protection Regulation is a new set of rules to give EU citizens more control over their personal data, which is any information that could be used to identify an individual (such as your name, your email address or your exact location).

    We value your privacy and the privacy of your website visitors, and we make sure that you can continue serving your EU customers worry-free.

    Oribi collects only aggregated, fully anonymous data.

    We do not save any personal data, such as email addresses or exact locations of your visitors. Visitors in the Visitor Journeys are displayed with an automatically assigned number. That being said, no information can be connected to a specific individual.

    In addition to that, you can also exclude specific IP addresses. In this case, Oribi will not track any action of this visitor at all.

    We make sure that you can use Oribi with full confidence and continue watching any updates in the GDPR requirements for you.

    If you have any question, contact us.

  • Can I exclude IP addresses from being tracked?

    You can exclude specific IP addresses or a range of IP addresses. In this case, Oribi will not track any action of this visitor at all.

    Go to Settings > Account Settings.

    Under "Exclude IP Addresses" you can indicate an IP address or a range of IP addresses and click "Exclude". Oribi will not track any action from this IP address for any domain you have connected.

    If you want to track an excluded IP address on your site again, simply choose to delete it from the "Excluded IP Addresses".

Oribi Javascript API

These features are advanced. You might need a developer to help you with the integration as it requires adding Javascript code to your site.

Send Custom Events

Oribi automatically tracks all button clicks, form submissions and page visits on your site. You can easily track your main conversions and visitors’ activity without using code.

Unlike other analytics tools, Oribi tracks every single interaction and covers 100% of your visitors’ activities - button clicks, form submissions and page visits.

Oribi tracks all button clicks, form submissions and page visits on your site. Additionally, you can create Custom Events by using Oribi’s Javascript API.

Once you have the Oribi script installed on your site you can utilize Oribi’s javascript API to send an event. Call the ORIBI.api('track', 'custom event name') function and add your custom event's name.

// Sends a "successful subscription" event to Oribi
ORIBI.api('track', 'successful_subscription');

// Sends a "chat initiation" event to Oribi
ORIBI.api('track', 'chat_started');

// Sends an event that a user watched a whole video
ORIBI.api('track', 'user_completed_video');

Add Visitors' Emails

The Email Integration feature is available only for customers who collect their visitors’ email addresses somewhere on their site. Here are the most common use cases:

  • The site can be entered in a logged-in state

    In this case, the site has sign-up and login forms. A user can be logged into the site (as well as logged out), and the site will usually look a bit different depending on a visitor’s login status. For example, a page might be headed with ″Hello, <user-name>″, or a logged-in visitor might have access to different parts of the site than a visitor who is not logged in. Oribi’s website is a good example of a site that has a logged-in state.

    In this scenario, we recommend our customers call the Oribi API with the current visitor’s email address on each page load where the visitor is logged in and the email is part of the code’s context. This can be done on any page load where the email address is available in some variable in the code, in order to also capture visitors who are already logged in to the system or who have refreshed their cookies, etc.

  • The site has a one-time subscription form

    In this case, the site features some kind of form that visitors will (usually) each fill out once, like a subscription to a newsletter or a contact form.

    In this scenario, we recommend adding the email integration to the place in the code where you have a variable that keeps the visitor’s email (which they have entered into your site’s form and submitted), and then call the Oribi API method, passing that variable to it.

    ORIBI.api("setUserEmail", <replace variable name here>)

    It is important to note that if this sort of integration is applied, the call to the Oribi API will happen after a successful form submission (click on submit) in order to avoid sending Oribi an incorrect email address, which could result from an error in the form (such as a bad email format, missing characters, etc).

Integrating the Code

Once Oribi’s script is installed on your site, ask your developer to add the call ORIBI.api('setUserEmail', email) in all relevant pages. Please note that this function will only take a single argument: the email your visitors provide on your site.

ORIBI.api("setUserEmail", <replace variable name here>)

The ORIBI.api('setUserEmail', 'email address') method can be called each time a page loads for a visitor you can identify by email, and as many times as needed (i.e. post-login or post-signup page). Oribi will connect the visitor's email to their unique Oribi identifier.

Impersonating Visitors

When you’re impersonating visitors (e.g., by logging in as a specific visitor through your app’s admin system), we recommend to differentiate impersonated and "real" visitors, either by not setting the impersonated visitor’s email or by changing the email passed to ORIBI.api('setUserEmail', email).


For sites with a logged-in state, we do not currently support identifying multiple users on a single device/browser. That is, if a visitor logged in to your site, logged out, and then a different visitor logged in on the same browser, the activities of the second visitor would be mapped onto the first email.

Track Purchases

Sends information about a purchase made to Oribi. The second parameter is a JS object that provides data about the purchase.

  // Tracks the purchase event in Oribi
  ORIBI.api('trackPurchase', paramsObject);

field type description example
totalPrice Number* required The total amount the customer paid (after shipping, tax, discounts, etc). It can contain a fraction (e.g. a value of 1.5 can describe a price of $1.5)


 totalPrice: 1.5


Can describes a purchase of 1.5 for the store currency defined in the app (e.g. 1.5 US Dollars)
currency String
(3 ASCII characters)
optional A three letter ISO-4217 currency code of the currency the prices are in (case insensitive). If provided, it must be in one of our supported currencies (see below), from which it will be converted to the currency you chose in Oribi. If omitted, the store currency you set in Oribi will be used.


 totalPrice: 1200,

 currency: 'JPY'


Can describe a purchase of
¥1200. If the Oribi store currency in Oribi is not set to Japanese Yen, the prices in this purchase will be converted to it.
orderId String
(up to 64 ASCII characters)
optional An order identifier that will be shown in Oribi in the future to help you recognize specific purchases and will be used to make sure you don’t count the same purchase multiple times. If you send multiple purchases with the same (non-null) orderId, Oribi will only count the first purchase and ignore subsequent ones.


 totalPrice: 1,

 orderId: '8J+lsw=='


taxPrice Number* optional The tax paid for the purchase (in the same currency as the total price). (Default: 0)


 totalPrice: 5,

 currency: 'USD',

 taxPrice: 1.28


Tracks a purchase for a grand total of $5.45, out of which $1.2 was for tax
shippingPrice Number* optional The additional price paid for the shipping of the purchased items (in the same currency as the total price). (Default: 0)


 totalPrice: 5.45,

 currency: 'NZD',

 shippingPrice: 1.2


Tracks a purchase for a grand total of $5.45, out of which $1.2 was for shipping
discountPrice Number* optional The discount for the purchase, if exists (in the same currency as the total price). (Default: 0)


 totalPrice: 5,

 discountPrice: 4


Shows a discount of 4 (the price before discount was probably 9)
products Array optional The list of products purchased (see details below)


 totalPrice: 6,

 currency: 'EUR',

 products: [


   name: 'Orange',

   id: 'ITEM-672643',

   price: 1.5,

   quantity: 4,

   categories: [







Buying 4 oranges, each one costing €1.5
products.name String
(up to 64 Unicode characters)
optional The name of the product. Will be used in the future to search or filter purchases.


 totalPrice: 2,

 products: [


   name: 'Orange',




products.id String
(up to 64 ASCII characters)
optional The String identifier of the product.


 totalPrice: 2,

 products: [


   id: 'ITEM-672643',




products.price Number* optional The price for a single unit of the product.


 totalPrice: 2,

 currency: 'FJD',

 products: [


   price: 2,




products.quantity Number
(Positive Integer)
optional The amount of the product bought in this purchase. (Default: 1)


 totalPrice: 3,

 currency: 'MZN',

 products: [


   price: 1.5,

   quantity: 2,




products.categories Array optional An array of string categories. Will be used in the future to search and filter purchases.


 totalPrice: 3,

 currency: 'MZN',

 products: [


   name: 'Men shower gel',

   categories: [









All prices should be passed as positive numbers and are saved in precision up to 3 decimal places (e.g. 12.345)

code currency
AED United Arab Emirates Dirham
AFN Afghan Afghani
ALL Albanian Lek
AMD Armenian Dram
ANG Netherlands Antillean Guilder
AOA Angolan Kwanza
ARS Argentine Peso
AUD Australian Dollar
AWG Aruban Florin
AZN Azerbaijani Manat
BAM Bosnia-Herzegovina Convertible Mark
BBD Barbadian Dollar
BDT Bangladeshi Taka
BGN Bulgarian Lev
BHD Bahraini Dinar
BIF Burundian Franc
BMD Bermudan Dollar
BND Brunei Dollar
BOB Bolivian Boliviano
BRL Brazilian Real
BSD Bahamian Dollar
BTC Bitcoin
BTN Bhutanese Ngultrum
BWP Botswanan Pula
BYN Belarusian Ruble
BZD Belize Dollar
CAD Canadian Dollar
CDF Congolese Franc
CHF Swiss Franc
CLF Chilean Unit of Account (UF)
CLP Chilean Peso
CNH Chinese Yuan (Offshore)
CNY Chinese Yuan
COP Colombian Peso
CRC Costa Rican Colón
CUC Cuban Convertible Peso
CUP Cuban Peso
CVE Cape Verdean Escudo
CZK Czech Republic Koruna
DJF Djiboutian Franc
DKK Danish Krone
DOP Dominican Peso
DZD Algerian Dinar
EGP Egyptian Pound
ERN Eritrean Nakfa
ETB Ethiopian Birr
EUR Euro
FJD Fijian Dollar
FKP Falkland Islands Pound
GBP British Pound Sterling
GEL Georgian Lari
GGP Guernsey Pound
GHS Ghanaian Cedi
GIP Gibraltar Pound
GMD Gambian Dalasi
GNF Guinean Franc
GTQ Guatemalan Quetzal
GYD Guyanaese Dollar
HKD Hong Kong Dollar
HNL Honduran Lempira
HRK Croatian Kuna
HTG Haitian Gourde
HUF Hungarian Forint
IDR Indonesian Rupiah
ILS Israeli New Sheqel
IMP Manx pound
INR Indian Rupee
IQD Iraqi Dinar
IRR Iranian Rial
ISK Icelandic Króna
JEP Jersey Pound
JMD Jamaican Dollar
JOD Jordanian Dinar
JPY Japanese Yen
KES Kenyan Shilling
KGS Kyrgystani Som
KHR Cambodian Riel
KMF Comorian Franc
KPW North Korean Won
KRW South Korean Won
KWD Kuwaiti Dinar
KYD Cayman Islands Dollar
KZT Kazakhstani Tenge
LAK Laotian Kip
LBP Lebanese Pound
LKR Sri Lankan Rupee
LRD Liberian Dollar
LSL Lesotho Loti
LYD Libyan Dinar
MAD Moroccan Dirham
MDL Moldovan Leu
MGA Malagasy Ariary
MKD Macedonian Denar
MMK Myanma Kyat
MNT Mongolian Tugrik
MOP Macanese Pataca
MRO Mauritanian Ouguiya (pre-2018)
MRU Mauritanian Ouguiya
MUR Mauritian Rupee
MVR Maldivian Rufiyaa
MWK Malawian Kwacha
MXN Mexican Peso
MYR Malaysian Ringgit
MZN Mozambican Metical
NAD Namibian Dollar
NGN Nigerian Naira
NIO Nicaraguan Córdoba
NOK Norwegian Krone
NPR Nepalese Rupee
NZD New Zealand Dollar
OMR Omani Rial
PAB Panamanian Balboa
PEN Peruvian Nuevo Sol
PGK Papua New Guinean Kina
PHP Philippine Peso
PKR Pakistani Rupee
PLN Polish Zloty
PYG Paraguayan Guarani
QAR Qatari Rial
RON Romanian Leu
RSD Serbian Dinar
RUB Russian Ruble
RWF Rwandan Franc
SAR Saudi Riyal
SBD Solomon Islands Dollar
SCR Seychellois Rupee
SDG Sudanese Pound
SEK Swedish Krona
SGD Singapore Dollar
SHP Saint Helena Pound
SLL Sierra Leonean Leone
SOS Somali Shilling
SRD Surinamese Dollar
SSP South Sudanese Pound
STD São Tomé and Príncipe Dobra (pre-2018)
STN São Tomé and Príncipe Dobra
SVC Salvadoran Colón
SYP Syrian Pound
SZL Swazi Lilangeni
THB Thai Baht
TJS Tajikistani Somoni
TMT Turkmenistani Manat
TND Tunisian Dinar
TOP Tongan Paanga
TRY Turkish Lira
TTD Trinidad and Tobago Dollar
TWD New Taiwan Dollar
TZS Tanzanian Shilling
UAH Ukrainian Hryvnia
UGX Ugandan Shilling
USD United States Dollar
UYU Uruguayan Peso
UZS Uzbekistan Som
VEF Venezuelan Bolívar Fuerte (Old)
VES Venezuelan Bolívar Soberano
VND Vietnamese Dong
VUV Vanuatu Vatu
WST Samoan Tala
XAG Silver Ounce
XAU Gold Ounce
XCD East Caribbean Dollar
XDR Special Drawing Rights
XPD Palladium Ounce
XPT Platinum Ounce
YER Yemeni Rial
ZAR South African Rand
ZMW Zambian Kwacha
ZWL Zimbabwean Dollar