What is Oribi and why should you use it?

Oribi is an analytics tool, only different. Unlike most tools which produce endless data, Oribi learns your users’ patterns and your site’s main goals and displays these for you. While the technology behind the scenes is complex - you’ll get to see just what’s important and what needs your attention - our goal is to help you make data-driven decisions and optimize your site with minimal effort.

We don’t just say it’s different, here’s why:
  1. Oribi was especially designed, using a unique technology, to be a developers-free tool. This means you can track events and query rich data without any technical means.
  2. Oribi detects the main calls-to-action for you. One of the main challenges of analytics is defining the right objectives and asking the right questions. By using AI, learning your users’ behavior and comparing it to other sites, we’re able to set the main objectives for you.
  3. Providing the data you need for optimization. And just that. For each key objective, such as sign up, checkout, blog or eBook downloads, Oribi displays customized data which will give you the tools to understand your users’ behavior and optimize your goals.
Key features:
  • Event tracking - Oribi tracks 100% of the events performed by users on your site such as: sign ups, payments, registrations and downloads, either as clicks on buttons or links, visits to a specific page or to a group of pages.
  • Oribi’s Dashboard - Oribi automatically builds a dashboard for you, displaying all your main objectives as well as a summary for each key objective with the most important information you should be on top of.
  • User behavior analysis, breakdowns and optimization opportunities - Track how users use each event and learn how to optimize it.
    • Funnels - See where you lose users and scope their journey within your site.
    • Breakdown by channels - see which marketing channels convert best.
    • Breakdown by page and event - for events which are triggered from a few locations on your website (such as links to the sign up from) - see which buttons and pages lead to the most conversions.
    • Breakdown by Platform - how users coming from Desktop, Mobile and Tablet behave differently.
    • Breakdown by UTM - conversion rate and user behavior by UTMs.
    • Breakdown by number of sessions - how many sessions do your website users perform before using one of the main events?
    • Events correlation - see how using a certain event affects others. For example: Are users who visit the blog more likely to sign up? Does visiting the pricing page increase or decrease sign ups?

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

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

Adding your Oribi tracking code

The first step for using Oribi is adding a tracking code to your site, which is similar to adding a Google Analytics’ tracking code or Facebook’s pixel. This is the only time you’ll be asked to add a code to your site. 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. Get your unique Oribi tracking code. Once you’re signed up with Oribi, you’ll receive your unique code within the application and via email. Each user has a unique tracking code that can be added to multiple domains.

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

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

    • HTML

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

      The tracking code embedded in HTML
    • Adding the tracking code using Google Tag Manager

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

      2. In the menu on the left, select "Tags".

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

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

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

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

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

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

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

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

        Google Tag Manager publish window
    • Adding the Tracking Code to a Wordpress site

      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, go to “Add new”.

        The Add New option under Installed Plugins in Wordpress side menu
      2. In the “search plugins” box, search for “Header and footer scripts”. After the search results are loaded, click the “Install Now” button on the “Header and footer scripts” plugin.

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

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

      5. Click “Save settings”.

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

      Add the code to the JavaScript section

    • Shopify

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

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

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

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

      6. Click the "Save" button.

Adding new domains

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

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

Switching between domains with the top bar menu

Your site’s performance & Oribi's tracking code

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

Size-wise, Oribi's tracking code is the equivalent (in kilobytes) to a small icon/image on your site.

  • Performance/Loading time – Oribi's tracking code was designed to ensure negligible performance impacts on 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 – Our tracking code is minimal in size—29kb to be precise. This is probably smaller than any image on your site.

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

Getting started

Immediately after adding the tracking code to your site, Oribi will start collecting all events performed by your users and build the events list. You’ll be asked to wait for 7 days before accessing your dashboard for the first time, because that’s when our algorithm kicks in. Oribi uses AI together with other technologies to ‘learn’ your site and your user behavior. It takes 7-days for Oribi to pinpoint the right objectives for you, and to know which data to display for each one, Oribi needs to build a wide set of data over a few days.

On the first few days Oribi learns your user behavior.

Then we use AI to find your most important metrics.

Then you'll get a smart and beautiful dashboard.

7 days after adding the script to your site, Oribi will unlock and you’ll receive a customized dashboard built for your needs.

Multiple domains

You can (and should) use Oribi on multiple domains. Simply add the same tracking code to your other domains. In the case of sub-domains or landing pages not under your main domain, simply build funnels across different domains to analyze how visitors move and convert between them.

Exclude IP address

Oribi supports excluding IP addresses. Visits and actions coming from those IPs won’t be counted and won’t affect the result. The most common scenario for excluding IP addresses is removing the company’s IP in order to ignore internal tests and visits from within the company. To exclude an IP address, go to settings → Exclude IP addresses.

Events building

What are Top events? These are events you’d like to track on a daily or weekly basis, such as sign ups, payments or downloads. Events marked as “Top events” will appear on the breakdowns, channels and trends sections. Highlights and notification will be provided for these events. You can mark an event as a “Top event” at any time, and its data is saved over time enabling you to instantly view its breakdowns, highlights, trends and more. A top event can represent 3 types:

  • Button clicks. On a single button or group of buttons
  • Page visit
  • Group of pages

Adding new events

While Oribi’s dashboard contains your main objectives, you might like to modify it by adding more events or removing some.

Use the “Add more top events” button to access the events page.

Arrow pointing to the Add to Top Events button

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

Events with menu, footer, and popup labels

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

Defining new events at Oribi is based on various rules which provide flexibility to create meaningful events without using code.

You can create a new top event based on the following rules:

By name: Identify events according to their label. For example, all buttons with the label “Join now”. You can group different buttons and also define buttons with a certain name which appears only on specific pages. For example, “Join now” buttons which appear on landing pages. New buttons which were added to the site after you created this event will automatically be added to it.

By link or destination link: This is usually the most effective way to define events. For example, if you’d like to track all the buttons which lead to a signup form, you can define a rule of destination link as “/sign-up-form”. Future buttons which link to the selected destination link will automatically be added to this event. The destination link can be of a page within the site or an external page (all buttons linking to YouTube). You can also use this method to define a group page. Use the ‘contains’ option to group pages to a meaningful entity. For example, all pages which contain ‘blog’, ‘landing-page’ or ‘about’.

Form submission: form submission buttons usually represent a meaningful action such as completing a sign-up form. You can easily define buttons which submit a certain form or have a specific name where their function is form submission.

Location: The location rule enables you to pinpoint a certain event by adding a location condition. It can be a certain page, footer, menu or a pop up.

Delete or edit a top event

Enter the dashboard and click on the menu of the top event you’d like to delete or edit.

The Dashboard

Oribi’s dashboard displays all the top events. For each top event, the dashboard provides a summary of the most important stats and breakdown.

The Dashboard displays your stats by month, showing the count and stats since the beginning of the current month. You can browse to previous months for their full report. If you’d like to see data for any other date range, move to the detailed view of this event.

See stats by month

The Dashboard is divided into 3 main sections:

Overview of how your visitors interact with your site.

Overview of how visitors interact with your site

Instead of sifting through endless tables, this section will help you to effortlessly stay on top of your users’ activity. You can see how many visit your top sections and perform top events.

Top events count

Top events count

Get an overview of how many unique users used each top event.

Main stats of top events

Main stats of top events

View the most important stats for each top event. View the unique count and the conversion rate. The conversion rate represents the % of users 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 explore each top event further, use the ‘See full report’ or ‘See user sessions’ button. The full report displays rich data about this event, the user sessions button will filter only those user sessions of users who used this action. You can then explore individual sessions to better understand their behavior.

You can choose to display each one of the following data sets for each top event.

Funnel - see up to 4 stages of the funnel. The funnel can include different event types such as button clicks or page visits. The funnel can be across different domains. Note that in some cases, the end result of the funnel count might differ to the total count of this event. The funnel display includes only visitors who went through all the funnel steps. Any other paths to complete this action won’t appear on this funnel.


Events correlation - learn how a certain behavior affects some of your main objectives. For example, which of your blog readers are more likely to sign up. Oribi analyzes all the users who performed a certain action or visited a certain page, and compares it to the group of visitors who didn’t.

Events correlation

Breakdown by channel - learn which marketing channels the users come from who performed this action. See how each channel is converting.

Breakdown by channel

Breakdown by platform - see the breakdown of users and conversion rate for each platform.

Breakdown by platform

Breakdown by geo - see the breakdown of users and conversion rate for each country.

Breakdown by geo

Breakdown by session - see how many times visitors visited your site before performing a certain event. Do visitors usually sign up on their first visit or do they tend to first visit the site a few times? Note that Oribi counts visits only from the time the Oribi’s tracking code was added to the site.

Breakdown by session

Breakdown by page - understanding which buttons and which pages convert best is the key to optimizing your site. This breakdown will help you map the buttons and pages which produce the majority of your main objectives. You might learn that a certain button caption or a landing page performs poorly.

Breakdown by page

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

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

Breakdown by UTM

Export report

To download the report as a PDF, simply click on the export button.

Export report

Detailed view

The detailed view shows you all the data for each top event. This rich report will help you to fully understand this event, how it’s being used and how to optimize it. The detailed view is accessible either from the sidebar or directly from each top event main stats section on the dashboard.

Unlike the dashboard, the detailed view allows you to customize dates.

To export a report, simply click on the export button.

Export report

User Sessions

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

Users list

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

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


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

User sessions

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

User Sessions image

Per 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.

Session break image

Marketing Channels

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

The channels page's table

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

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

Inviting Team members

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

The Invite team members dialog


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

    Nope. You can install it anywhere you want.

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

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

    Heck no.

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

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

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

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

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

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


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

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

    No. We capture everything!

    We capture everything that happens on your site without limits.

  • Is the data sent to Oribi secured?

    It’s 100% secured!

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

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

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

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