What is Oribi & how does it help you optimize conversions?

Oribi is an analytics tool - only different. We help you increase your website conversions.

What are ‘conversions’?

Conversions are the actions you want your visitors to do on your site, such as signing up for your free trial, requesting a quote, visiting a specific page, subscribing to your newsletter and, of course, buying your product.

Conversions are key for your overall success. If visitors do not engage with your site, they are most likely not moving any further down the purchase funnel. Boosting your conversion rates (i.e. the number of visitors converting out of all the visitors to your site) is also the cheapest way to boost your profits and will help you allocate your resources best.

How Oribi helps you optimize conversions

Our mission is to get you the insights on how to boost your conversion rate and eventually convert more of your visitors. To get there, you need to get the right information to understand your visitors’ behavior on your site.

Take a peek at what’s expecting you using Oribi:
  • See the big picture - Unlike most tools, we don’t produce endless data. While the technology behind the scenes is complex, you’ll get to see only what’s important for you and what can turn the needle - in Oribi’s jaw-dropping, easy to use dashboard.
  • Understand patterns - Oribi looks into your visitors’ behavior to detect and analyze patterns, to reveal trends and to point you in the right direction.
  • Know where to focus on - Understand which marketing channels result in the highest conversion rate, which buttons perform best and how different events affect each other in order to know how where to focus on.
  • Get the insights to convert more visitors - Oribi connects the dots, uncovers opportunities and creates the insights you need to get the most out of your website.
Other than traditional web analytics tools, Oribi was designed to be a developers-free tool. No need to spent time and money on somebody to get you started or adapt the tool to changes. Oribi enables you to do it all yourself with the click of a button.

We’re here to help you become a conversion expert. Ready to start?

Adding Your 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 use a code. You won't need to update the tracking code in the future.

Oribi’s tracking code does not affect your site or its performance in any way, including your site's loading time.

To add your Oribi tracking code

  1. Copy the code. Once you’re signed up with Oribi, you’ll receive your unique code within the application and via email. With your unique tracking code you can connect up to 5 domains with Oribi.

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

  3. After adding the tracking code, simply visit your website to activate the tracking code.

We've prepared step-by-step guides to help you adding 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 and select “Custom HTML” from the “Choose tag type” list.

  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".


If you haven’t installed one already, there are plenty of free WordPress plugins available that will allow you to easily insert external code. “Header and footer scripts” is a good example of this type of plugin.

  1. In your WordPress admin console, click “Add new”.

  2. In the “search plugins” box, search for “Header and footer scripts”. After the search results are loaded, click “Install Now” on the “Header and footer scripts” plugin.

  3. Once the “Install Now” button text has changed to “Activate”, click it again to activate 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”.


  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>.


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

  3. Click on the “…” button next to the theme name, then click "Edit code".

  4. Under "Layout", click on "theme.liquid".

  5. Paste Oribi's tracking code just above the closing head element (</head>).

  6. Click "Save".


  1. On the sidebar, click on "Manage Website."

  2. Choose "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".

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 and page visit (i.e. events) on your site. Our algorithm detects and analyzes patterns in your visitors’ behavior and builds your insights to help you increase your conversions.

Not every day is the same - Oribi will cover 7 days beginning with the moment you’ve added your Oribi tracking code to gather everything important happening on your site and analyzing patterns for you. You will get an email once your insights are ready.

Managing Your Account Settings

Invite team members to your account, add more domains or exclude specific IP addresses.

How to Invite Team Members

With Oribi, you can give several team members access to your account. Invite team members to a specific domain or all the domains you are tracking. At any point, you can remove a member from the list.

Go to “Account Settings”.

Enter the email address(es) of the people you want to invite to your account and choose the domain(s) you want to grant access to.

Click “Invite” to send the invitation.

You can adjust the domains each member sees anytime by using the drop down. If you want to remove a team member from your account, simply “Delete” this member.

How to Add / Delete Domains

With Oribi, you can track several domains with one account. Adding new domains is easy. Click “Add new domain” in your “Account Settings” or simply add your unique tracking code to the sites you’d like to track with Oribi. This can be a domain or a subdomain.

If you’re starting with a Free Trial you can add up to 5 different domains.

To move between different domains in Oribi, use the drop-down on the top of the screen.

Are you not sure, if the script is still connected?Go to your “Account Settings” inside Oribi and check under “Manage Domains” to see if the connection is working. If you see an error message, make sure the script is still connected with your site. Having troubles? "Contact us."

If you don’t want to monitor a specific domain with Oribi anymore, click on the “Delete” button behind the domain in your “Account Settings” or simply remove the tracking code.

Do you want to add more domains than your plan includes? Let’s talk!

How to Exclude IP Address(es)

Oribi supports excluding IP addresses. 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.

To exclude IP addresses, go to “My Account” and scroll down to “Exclude IP addresses”.

Enter the IP address or the range of IP addresses you want to exclude and click “Exclude”.

If you want include excluded IP addresses again, simply click the bin icon behind the specific address.


Oribi automatically tracks all events, i.e. button clicks, form submissions and page visits on your site. Every time one of your visitors performs a certain event, Oribi saves it.

As opposed to other tools like Google Analytics, Oribi tracks every single interaction and covers 100% of your website’s events. For each event on your site, you can view a detailed report to help you understand better how your visitors perform it.

What are Pinned Events?

Pinned Events are the ones you’ve selected to always keep in sight, such as sign ups, payments or downloads. Pinned event can also represent a group of clicks/ page visits.

Pinned Events are the base for insights and trends. When pinning an event, you’ll see all its data since Oribi was added to your site . This means, no matter when you’ve pinned an event, you’ll be seeing insights immediately and can also reach back to any time after you’ve added Oribi’s tracking code to your site.

How to Pin Events

Click “Pin an event” on 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. To start tracking it, go to your site and click the button or visit the page you would like to pin. Refresh Oribi. The event should now appear in the list of events.

  • This event is part of an iFrame. We cannot track events coming from iFrames. An iFrame embeds content from another website into your site, like a calendar integration, chat or checkout form. It’s an external source, which means it does not include your Oribi tracking code.

Follow the steps to pin your event. Give it an awesome, meaningful name and “Save” to see it in your Dashboard as well as in your Detailed View.

Do you want to pin a group of events, such as all buttons linking to your sign up page or visits to all your blog’s pages?

Grouping Events

Pinned Events are often more meaningful when grouped with other buttons or pages. Instead of tracking visits to a single page or clicks on a single button, you can group different events together to gain more insights.


  • Track who visited your blog in general (a group of page visits for all blog posts), not only the visits to single blog post

  • Track all sign ups, independent of the button label. Group all buttons (“Sign Up”, “Sign Up Now”, “Get Results” etc.) linking to your sign up page.

How to group events

Select an event from the list that will be included in your group. Click “Pin this event”.

You will get to the “Grouping” screen that allows you to group your event based on:

  • Link destination: This is usually the most effective way to group events. By defining the destination of a link (e.g. “/signup”), Oribi will group all buttons on your site that link to the defined destination. This link can be of a page in your site as well as an external page (e.g. all buttons linking to youtube.com).

    You can define the “Exact link” the buttons link to. To define a page group (e.g. all pages containing “blog”) choose “Containing phrase” and indicate the phrase the link destination should include.

    Note: New buttons linking to the same destination will automatically be added to the event.

  • Button label: Identify buttons according to their label (e.g. all buttons labeled “Join now”). You can group different buttons (e.g. “Join now”, “Join today” and “Create account”) and also track buttons on specific pages (e.g. “Join now” buttons which appear on your landing pages).

    Note: New buttons meeting the defined rules, which were added to the site after you’ve created this event, will automatically be added.

  • Form submission: Buttons submitting a form usually represent a meaningful action where visitors’ data is transferred, such as completing a sign up form. You can define all buttons which submit a certain form or select specific form submission buttons manually.

Track buttons from specific pages

Pinpoint buttons by the pages they appear on. This way, you can track button clicks only from specific pages (e.g. click on “Create Account” from the landing pages).

Choose the pages you want to include by defining the “Exact link” or by choosing “Containing phrase” to group all pages that include a specific term (e.g. all pages containing “features”).

How to Edit / Unpin a Pinned Event

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

Hover over the light bulb icon to see what each Pinned Event contains.

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.

The Dashboard

Welcome to your personal Dashboard - easy to use, fun to interact with. See it as your mission control to always keep an eye on what’s important at your website.

Here, you’ll find all the Pinned Events you chose to follow up with on a daily basis. For each Pinned Event, your dashboard provides a summary of the most important information.

All stats are displayed for the current month. If you want to see previous months, just use the arrows to go back:

See stats by month

Your Dashboard is divided into 3 sections:

1) Overview of Your Visitors’ Behavior

Overview of how visitors interact with your site

No need to sift through endless tables. This section will help you stay on top of your visitors’ behavior, which pages they visit and what they click, easily.

Pinned Events Count

Top events count

Stay up to date on how many unique visitors performed each of your Pinned Events, such as signing up, downloading your eBook or reading our blog.

Main Stats of Your Pinned Events

Main stats of top events

Get an overview of the most important numbers for each Pinned Event, such as the unique count as well as the conversion rate for the specific month.

The conversion rate represents the % of visitors who performed this action out of the potential reach (= visitors who visited pages with this button). For example, if 400 visited a certain landing page and 20 of these clicked on the sign-up button, the conversion rate will be 5%.

To get into the details for a Pinned Event, select the “See full report”. You’ll be redirected to the Detailed View for this event.

Select “See user sessions” to see individual sessions of visitors who performed this event. It will take you to the User Sessions to dive deep into specific visitor behavior.

For each Pinned Event, you can choose to display any of the following panels:

  • Funnels help you understand where you lose visitors and eventually lower conversions. You can define up to 4 steps to track different visitor journeys. For example, use a funnel to follow the path of visitors arriving on your landing page to the ones clicking the “Sign Up” button. Each step can be any Pinned Event.


    Events Correlations show you how a certain behavior affects your main objectives. For example, find out if visitors who read your company blog are more likely to sign up for your free product trial. Oribi analyzes the visitors who performed a certain action, and compares it to the group of visitors who didn’t.

    Events correlation

    Breakdown by Channel display which marketing channels your visitors performing this event come from. See which channels have the biggest impact.

    Breakdown by channel

    Breakdown by Platform tell you how many visitors who performed this event used the desktop, mobile or tablet and what is the conversion rate for each platform.

    Breakdown by platform

    Breakdown by Location tells you where your visitors who perform this event come from and helps you detect which countries are converting best.

    Breakdown by geo

    Breakdown by Number of Sessions lets you discover how many times visitors came back to your site before performing this event. Do visitors usually sign up on their first visit or do they tend to visit the site a few times before converting?

    Note: The numbers account only for the time period since you’ve added Oribi to your site.

    Breakdown by session

    Breakdown by Page and Button shows you which button on which page converts best. This is the key to optimizing your site - and eventually optimizing your conversions. It helps you understand which buttons are high performers and if certain button labels or landing pages do not perform well.

    Breakdown by page

    Breakdown by UTM are a great help for those of you who work with UTMs. Reveal the events’ count as well as the conversion rates coming from each UTM to optimize external sources such as campaigns, newsletters and publications.

    Breakdown by UTM

    How to Export and Share Reports

    Share monthly reports with others. We’ll send you a weekly report every Monday. You can also download a PDF file of your current stats anytime. In your Dashboard, choose the “Settings” on the top bar and click on “Export Report”.


Funnels help you

  • Understand where and why you lose visitors before they convert

  • See which steps you need to optimize in order to boost conversions

  • Stay on top of bugs, browser issues, etc.

You can define Funnels with two to four different steps. A step can be any Pinned Event, click or page visit on your site.

How to Build a Funnel

Go to the Funnels section and select to “Create a new Funnel”.

Start a new funnel by clicking the “+”.

Define the first step and proceed to the second step by clicking the “+”.

You can define up to 4 steps to track different visitor journeys.

Now, give your funnel a name and click “Save” to complete.

Step count ≠ total count

Unlike other tools, Oribi’s Funnels show you the exact flow count. Other than just showing you how many visitors performed each step, Oribi analyzes the visitors who performed the previous step, and reports you how many of them perform this step as well. For example, how many visitors who accessed the landing page (step 1) clicked on “Sign Up” (step 2).

In this case, the step count can be different than the total count of this event.

How to Edit or Delete a Funnel

Choose “Funnels” on the sidebar to see all Funnels you’ve built.

To make changes to an existing Funnel, click “Edit”.

To delete a Funnel, click “Delete”.

Event Correlations

Use Event Correlations to

  • Find out how events affect each other

  • Know which actions you should focus your visitors on to improve conversions

Check if, for example, visitors who read your blog are more likely to sign up for a trial. And are visitors who saw the pricing page more likely to convert?

How to Build a Correlation

Go to the Event Correlation section and select to “Create a new Event Correlation”.

First, define the event for which you want to test its effect on your conversions.

Then, choose the conversion you’re most interested in.

You can choose any Pinned Event, button click or page visit on your site.

Click “Name Your Query” to give your correlation a name.

In the last step, you can customize the default text of your correlation.

Once saved, you’ll find your new correlation in the Correlations section and can add it as a new widget in your Detailed View>.

How to Edit or Delete a Correlation

Choose “Event Correlations” on your sidebar to enter the list of all the correlations you’ve built.

To make changes to an existing Event Correlation, click “Edit”.

To delete an Event Correlation, click “Delete”.

User Sessions

You can follow individual visitors through your site to understand specific behavior. See how your top converting visitors are navigating through your site and discover patterns.

Get there by clicking "User Sessions" on the sidebar:

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 the most recent visitors.

You can view the following data for each visitor:
  • ID - Each user at Oribi is given a unique, permanent ID for easier recognition and to follow up on specific users later.
  • Initial channel - See where this user initially found 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 will see all his/her sessions including the channel they arrived from for each session.
  • Last seen - See when a user was last active to detect the most recent visitors.
  • Number of sessions - This field identifies whether the user is new or a returning user and how many times a he/she has visited your site. It lets you to track users who have been visiting your site for months, and understand what’s driving them back.
  • City and country - See where specific users came from to detect potential usage patterns and activities.
  • Platform - Discover if specific users are using a desktop, tablet or mobile to browse your site.
  • Activity - Reveal each user's interaction history with your site. Users with low activity visited your site for a short while and left, while users with high activity visited multiple pages and clicked on multiple events.


Use the Custom filters to find users and sessions you want to have a look into.

You can filter

  1. By Events Clicked - See only sessions of users who clicked a specific event, such as completing checkout or downloading your eBook. You can choose any Pinned Event.
  2. By Pages Visited -Filter the sessions of users who visited a specific page or page group, such as your pricing page or any page of your blog.
  3. By Number of Sessions - Choose to see only the users who had a specific number of sessions, e.g. returning users with more than 4 sessions.
  4. By Session Length - Look for long or short sessions to track their patterns.
  5. By Referrer - Filter by users coming from specific referrers, such as all users coming from Facebook.
  6. By Country - See only sessions of users from a specific country to reveal different behavior.
  7. By Platform - Select only the users coming from a specific platform, such as all mobile users.
You can also use the default filters:
  • 'Used Pinned Events' to minimize the list to users who performed at least one of the events you’ve pinned.
  • ‘Highly active users’ to see the users who show the highest interaction with your site.

User Sessions

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

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

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



  • 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 for you, that you add your personal Oribi 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 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 what data Oribi tracks.

    Every information and insight Oribi collects for you will be stored in your personal account and is only visible to the account members that have been given access to.

    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.

    Oribi focuses on helping you to increase conversions. We think it’s not enough to know your site’s traffic. Instead, 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 continue using Oribi.

    When signing up for Oribi, you’ll start with a 14 days - Free Trial. It gives you access to all features and benefits of the Standard Plan. At any time, you can navigate to “Upgrade” in the top bar of your account to continue using Oribi, incl. all insights for every domain you’ve connected.

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

  • We use an account with several team members. Can I upgrade it for everyone?

    Of course, we have a plan for every need. :)

    In this case, we recommend to choose the Standard plan or the Ultimate Plan. You can use several seats with one account - and can also enjoy some more benefits.

  • Which pricing plans do you offer?

    We offer 3 different plans.

    Depending on your business needs, you can choose between 3 different plans:

    • Mini - If you’re 1 user with 1 domain and up to 1,500 visitors/month, this plan is for you.

    • Standard - Our most common choice. You get up to 5 seats and can track up to 5 different domains with 1 account. There’s no limit of traffic or events we can track on your websites with this plan.

    • Ultimate - Mainly chosen by agencies. Use Oribi with up to 10 people, track up to 20 different domains and of course, we handle unlimited traffic and events for you.

    You track more than 20 domains? Speak to us.

  • Can I change plans?


    Just contact us and we’ll navigate you.

  • I need more seats / domains.

    We've got a solution for you :)

    We know every business has different needs. That’s why we offer several plans. If you want to use one account with up to 5 seats and 5 domains, choose our Standard plan. To track up to 20 domains with up to 10 seats, our Ultimate plan is just the right one for you.

    Need more seats or domains than that? Speak to us.

  • 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 "Billing" in your settings.

    Navigate to Settings > Billing to update your credit card details, change your billing email address or edit the seats in your account.

  • How do I delete my account?

    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?

    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.

    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?

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

  • Is Oribi GDPR compliant?

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

    Oribi collects only aggregated, fully anonymous data.

    We do not save any personal data, such as email addresses or exact locations of your visitors. Users in the user sessions 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?

    With Oribi, you can exclude any IP address you don’t want Oribi to track.

    Go to Settings > Account.

    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”.