How We Analyze Your Data

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 can result in discrepancies. We've written a separate article on how Google Analytics counts conversions and why you may find differences in the data.
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 of collecting counts is to sample your data. This means that only a subset of your data is selected and analyzed, which gives you faster results. However, this method tends to result in less accurate insights and cannot assure you that the chosen subset is representative, or your overall visitors.
Oribi collects every button click, form submission, and page visit that happens 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. This means the channel, country, and platform counts are 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 signup breakdown shows the conversion as coming from Facebook.

Other Factors to Keep in Mind

  • Ad blockers may affect the numbers you see in Oribi. While most ad blockers will not block the Oribi script from running, a few more aggressive ones will prevent Oribi from tracking visitors that use them.
  • Attribution windows vary between tools. For example, the default attribution window you will see in Facebook is one day for views and 7 days for clicks. In Oribi, a conversion will, by default, be attributed to the very first touch in the user's journey, regardless of how long ago it occurred.
  • In-app browsers can disrupt Oribi's tracking flow. Let's say a user clicks on your Instagram ad and your website opens on a browser within Instagram itself. If this user decides at some point during their session that they'd rather open your site in their phone's web browser, Oribi may not be able to recognize that it was Instagram that brought this user. This can also disrupt UTM tracking if you're using UTMs for these ads.
  • Oribi provides cross-domain tracking. This means that if a visitor to your main website moves to your subdomain to complete a payment (for example), Oribi will recognize this as the same visitor, and you won't see two separate visits recorded. As a result, you may see different numbers if another tool you're using does not provide this feature, or in cases where ITP has limited cross-domain tracking. For more on this, please see the next item.
  • ITP restrictions may cause tracking differences. Because Intelligent Tracking Prevention (ITP) was implemented in some of the latest versions of Safari and Firefox, the ability to track some visitors across sites through the use of cookies has been limited. This is an issue that analytics tools across the globe are now having to contend with, and the Oribi team is dedicated to staying up to date on any new developments.