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revenue.",{"title":199,"path":200,"stem":201,"icon":18,"summary":202,"section":192,"highlights":18,"children":-1},"Clicks","\u002Fdocs\u002Fanalytics\u002Fclicks","docs\u002F03.analytics\u002F14.clicks","Every click on a link, button or control, and every form sent, with its click type.",{"title":204,"path":205,"stem":206,"icon":18,"summary":207,"section":192,"highlights":18,"children":-1},"Swipes","\u002Fdocs\u002Fanalytics\u002Fswipes","docs\u002F03.analytics\u002F15.swipes","Every sideways swipe, such as through a carousel or gallery.",{"title":209,"path":210,"stem":211,"icon":18,"summary":212,"section":192,"highlights":18,"children":-1},"Friction","\u002Fdocs\u002Fanalytics\u002Ffriction","docs\u002F03.analytics\u002F16.friction","Every JavaScript error, rage click, dead click and quick back, and where it 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order.",{"title":229,"path":230,"stem":231,"icon":18,"summary":232,"section":192,"highlights":18,"children":-1},"Products","\u002Fdocs\u002Fanalytics\u002Fproducts","docs\u002F03.analytics\u002F20.products","Every product listed, viewed, added to a cart, bought or refunded.",{"title":234,"path":235,"stem":236,"icon":18,"summary":237,"section":192,"highlights":18,"children":-1},"Data layer events","\u002Fdocs\u002Fanalytics\u002Fdata-layer-events","docs\u002F03.analytics\u002F21.data-layer-events","Every event your site pushes to its data layer, with your own fields.",{"title":239,"path":240,"stem":241,"icon":18,"summary":242,"section":192,"highlights":18,"children":-1},"Campaigns","\u002Fdocs\u002Fanalytics\u002Fcampaigns","docs\u002F03.analytics\u002F22.campaigns","Each day of each campaign: visits, credited conversions, ad spend, cost per conversion and ROAS.",{"title":244,"path":245,"stem":246,"icon":18,"summary":247,"section":192,"highlights":18,"children":-1},"Campaign 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week and month, with growth accounting and stickiness.",{"title":264,"path":265,"stem":266,"icon":18,"summary":267,"section":192,"highlights":18,"children":-1},"Activation","\u002Fdocs\u002Fanalytics\u002Factivation","docs\u002F03.analytics\u002F27.activation","Each sign-up beside each key action: how many reach it, how fast, and whether they stay.",{"title":269,"path":270,"stem":271,"icon":18,"summary":272,"section":192,"highlights":18,"children":-1},"Feature usage","\u002Fdocs\u002Fanalytics\u002Ffeature-usage","docs\u002F03.analytics\u002F28.feature-usage","Which features active visitors use, how often, and who adopts them.",{"title":274,"path":275,"stem":276,"icon":18,"summary":277,"section":192,"highlights":18,"children":-1},"First visits","\u002Fdocs\u002Fanalytics\u002Ffirst-visits","docs\u002F03.analytics\u002F29.first-visits","Which first-visit features go with new visitors coming 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back.",{"title":310,"path":311,"stem":312,"icon":18,"summary":313,"section":298,"highlights":18,"children":-1},"Conversion","\u002Fdocs\u002Fanalytics\u002Fconversion-dashboard","docs\u002F03.analytics\u002F36.conversion-dashboard","Whether visits convert, where the funnels lose them and how long a first conversion takes.",{"title":249,"path":315,"stem":316,"icon":18,"summary":317,"section":298,"highlights":18,"children":-1},"\u002Fdocs\u002Fanalytics\u002Fattribution-dashboard","docs\u002F03.analytics\u002F37.attribution-dashboard","Which channel gets credit for a conversion under first touch, linear and last touch, and the paths journeys take.",{"title":319,"path":320,"stem":321,"icon":18,"summary":322,"section":298,"highlights":18,"children":-1},"Retention and cohorts","\u002Fdocs\u002Fanalytics\u002Fretention-dashboard","docs\u002F03.analytics\u002F38.retention-dashboard","Whether new visitors come back, sign-ups activate and the audience grows, and what a new visitor is 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launch.",{"title":229,"path":339,"stem":340,"icon":18,"summary":341,"section":298,"highlights":18,"children":-1},"\u002Fdocs\u002Fanalytics\u002Fproducts-dashboard","docs\u002F03.analytics\u002F42.products-dashboard","Which products sell, and where shoppers drop off between viewing and buying.","i-lucide-chart-line","Ready-made dashboards and 21 explores over your events, on a semantic layer Markalit maintains.",[345,346,347,348],{"title":129,"to":130},{"title":135,"to":136},{"title":140,"to":141},{"title":166,"to":167},{"title":350,"path":351,"stem":352,"children":353,"icon":359,"summary":360,"section":18,"highlights":361},"CDP","\u002Fdocs\u002Fcdp","docs\u002F04.cdp\u002Findex",[354],{"title":355,"path":356,"stem":357,"icon":18,"summary":358,"section":294,"highlights":18,"children":-1},"CDP overview","\u002Fdocs\u002Fcdp\u002Foverview","docs\u002F04.cdp\u002F01.overview","Identity resolution, consent, real-time audiences and warehouse-native sync.","i-lucide-users","One resolved, 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levels","\u002Fdocs\u002Fautonomy\u002Fautonomy-levels","docs\u002F07.autonomy\u002F02.autonomy-levels","Approve, suggest-only or fully autonomous, set per journey.",{"title":408,"path":409,"stem":410,"icon":18,"summary":411,"section":401,"highlights":18,"children":-1},"Explainability","\u002Fdocs\u002Fautonomy\u002Fexplainability","docs\u002F07.autonomy\u002F03.explainability","Every action is logged with the signals and reasoning behind it.","i-lucide-shield-check","Goals, guardrails and approval levels: you decide how much runs on its own.",[415,416,417],{"title":397,"to":398},{"title":403,"to":404},{"title":408,"to":409},{"title":419,"path":420,"stem":421,"children":422,"icon":461,"summary":462,"section":18,"highlights":463},"Developers","\u002Fdocs\u002Fdevelopers","docs\u002F08.developers\u002Findex",[423,429,435,440,445,450,455],{"title":424,"path":425,"stem":426,"icon":18,"summary":427,"section":428,"highlights":18,"children":-1},"Tag reference","\u002Fdocs\u002Fdevelopers\u002Ftag-reference","docs\u002F08.developers\u002F01.tag-reference","Every script attribute, JavaScript function, HTML attribute and cookie of Markalit's website tag.","Website",{"title":430,"path":431,"stem":432,"icon":18,"summary":433,"section":434,"highlights":18,"children":-1},"App SDKs","\u002Fdocs\u002Fdevelopers\u002Fsdks","docs\u002F08.developers\u002F02.sdks","Which app SDKs are available, and where to find each one's installation guide.","Apps and servers",{"title":436,"path":437,"stem":438,"icon":18,"summary":439,"section":434,"highlights":18,"children":-1},"Flutter SDK","\u002Fdocs\u002Fdevelopers\u002Fflutter-sdk","docs\u002F08.developers\u002F03.flutter-sdk","Install kontala_flutter, start it in main(), and check that events arrive.",{"title":441,"path":442,"stem":443,"icon":18,"summary":444,"section":434,"highlights":18,"children":-1},"Android SDK","\u002Fdocs\u002Fdevelopers\u002Fandroid-sdk","docs\u002F08.developers\u002F04.android-sdk","Add la.konta:kontala-android, start it in Application.onCreate, and check that events arrive.",{"title":446,"path":447,"stem":448,"icon":18,"summary":449,"section":434,"highlights":18,"children":-1},"iOS SDK","\u002Fdocs\u002Fdevelopers\u002Fios-sdk","docs\u002F08.developers\u002F05.ios-sdk","Add the kontala-ios package, start it as the app launches, and check that events arrive.",{"title":451,"path":452,"stem":453,"icon":18,"summary":454,"section":434,"highlights":18,"children":-1},"Events API","\u002Fdocs\u002Fdevelopers\u002Fevents-api","docs\u002F08.developers\u002F06.events-api","Send events from your servers and apps to Markalit, beside the website tag.",{"title":456,"path":457,"stem":458,"icon":18,"summary":459,"section":460,"highlights":18,"children":-1},"MCP server","\u002Fdocs\u002Fdevelopers\u002Fmcp","docs\u002F08.developers\u002F07.mcp","The MCP server for AI tools is not yet available.","AI tools","i-lucide-code-xml","The tag JavaScript API and attributes, the app SDKs, and the Events API.",[464,465,466],{"title":424,"to":425},{"title":430,"to":431},{"title":451,"to":452},{"title":468,"path":469,"stem":470,"children":471,"icon":484,"summary":485,"section":18,"highlights":486},"Security and privacy","\u002Fdocs\u002Fsecurity-and-privacy","docs\u002F09.security-and-privacy\u002Findex",[472,478],{"title":473,"path":474,"stem":475,"icon":18,"summary":476,"section":477,"highlights":18,"children":-1},"Data protection","\u002Fdocs\u002Fsecurity-and-privacy\u002Fdata-protection","docs\u002F09.security-and-privacy\u002F01.data-protection","Where events are stored, how long they are kept, and how visitors are protected.","Data",{"title":479,"path":480,"stem":481,"icon":18,"summary":482,"section":483,"highlights":18,"children":-1},"Access control","\u002Fdocs\u002Fsecurity-and-privacy\u002Faccess-control","docs\u002F09.security-and-privacy\u002F02.access-control","Sign-in, two-step verification, roles and write keys.","Access","i-lucide-lock","Where your data is stored, how long it is kept, and who in your team can do what.",[487,488],{"title":473,"to":474},{"title":479,"to":480},{"title":490,"path":491,"stem":492,"children":493,"icon":500,"summary":501,"section":18,"highlights":502},"Help and support","\u002Fdocs\u002Fsupport","docs\u002F10.support\u002Findex",[494],{"title":495,"path":496,"stem":497,"icon":18,"summary":498,"section":499,"highlights":18,"children":-1},"Contact us","\u002Fdocs\u002Fsupport\u002Fcontact-us","docs\u002F10.support\u002F01.contact-us","Talk to the Markalit team about setup, access or anything else.","Support","i-lucide-life-buoy","Get help from the Markalit team.",[503],{"title":495,"to":496},false,{"path":136,"title":135,"description":138,"summary":138,"icon":18,"section":133,"sections":18,"lastUpdated":506,"body":507},"2026-10-13",{"type":508,"value":509,"toc":811},"minimark",[510,519,524,733,736,740,794,798,805],[511,512,513,514,518],"p",{},"Every chart in Markalit Analytics is built from an explore: a table of your events with its dimensions and metrics already defined.\nMarkalit defines them once, in a semantic layer it maintains for your organisation, so a metric means the same thing in every chart.\nNew to explores? Start with ",[515,516,517],"a",{"href":141},"how explores, dimensions and metrics work",".",[520,521,523],"h2",{"id":522},"the-explores","The explores",[525,526,527,540],"table",{},[528,529,530],"thead",{},[531,532,533,537],"tr",{},[534,535,536],"th",{},"Explore",[534,538,539],{},"One row for",[541,542,543,553,562,571,580,589,598,607,616,625,634,643,652,661,670,679,688,697,706,715,724],"tbody",{},[531,544,545,550],{},[546,547,548],"td",{},[515,549,188],{"href":189},[546,551,552],{},"every page view, with its page type, campaign, location, device, scroll depth and page speed",[531,554,555,559],{},[546,556,557],{},[515,558,194],{"href":195},[546,560,561],{},"every visit, with its channel, landing page, conversions and whether it was frustrated",[531,563,564,568],{},[546,565,566],{},[515,567,199],{"href":200},[546,569,570],{},"every click, with its click type",[531,572,573,577],{},[546,574,575],{},[515,576,204],{"href":205},[546,578,579],{},"every swipe on a carousel or gallery",[531,581,582,586],{},[546,583,584],{},[515,585,209],{"href":210},[546,587,588],{},"every struggle signal",[531,590,591,595],{},[546,592,593],{},[515,594,214],{"href":215},[546,596,597],{},"every checkout and its steps",[531,599,600,604],{},[546,601,602],{},[515,603,219],{"href":220},[546,605,606],{},"every cart",[531,608,609,613],{},[546,610,611],{},[515,612,224],{"href":225},[546,614,615],{},"every product line in a cart, checkout or order",[531,617,618,622],{},[546,619,620],{},[515,621,229],{"href":230},[546,623,624],{},"every product listed, viewed, added to a cart, bought or refunded",[531,626,627,631],{},[546,628,629],{},[515,630,234],{"href":235},[546,632,633],{},"every event your site pushed to its data layer",[531,635,636,640],{},[546,637,638],{},[515,639,239],{"href":240},[546,641,642],{},"each day of each campaign: its visits, credited conversions and ad spend",[531,644,645,649],{},[546,646,647],{},[515,648,244],{"href":245},[546,650,651],{},"each campaign's spend, cost per visit, cost per conversion and return on ad spend, compared with earlier periods",[531,653,654,658],{},[546,655,656],{},[515,657,249],{"href":250},[546,659,660],{},"every touchpoint on the way to a conversion",[531,662,663,667],{},[546,664,665],{},[515,666,254],{"href":255},[546,668,669],{},"each new visitor in each week and month after their first visit",[531,671,672,676],{},[546,673,674],{},[515,675,259],{"href":260},[546,677,678],{},"each visitor on each day, week and month they were active",[531,680,681,685],{},[546,682,683],{},[515,684,264],{"href":265},[546,686,687],{},"each sign-up and the key actions it could take next",[531,689,690,694],{},[546,691,692],{},[515,693,269],{"href":270},[546,695,696],{},"each active visitor, day and feature",[531,698,699,703],{},[546,700,701],{},[515,702,274],{"href":275},[546,704,705],{},"each new visitor's first visit, and whether they came back",[531,707,708,712],{},[546,709,710],{},[515,711,279],{"href":280},[546,713,714],{},"each step new visitors took on their first visit",[531,716,717,721],{},[546,718,719],{},[515,720,284],{"href":285},[546,722,723],{},"every visit KPI, compared with the week before, the year before and what those weekdays usually see",[531,725,726,730],{},[546,727,728],{},[515,729,289],{"href":290},[546,731,732],{},"what moved: each breakdown, such as channel or landing page, compared with the week before",[511,734,735],{},"Four explores appear only when they have something to show: Data layer events once your organisation maps a field read from pushed events, Items and Products once it maps an item list or captures a store's purchases, and Carts once it captures purchases or its data layer says what carts and orders come to.\nEach explore has its own page, with what it covers and a dictionary of every dimension and metric in it.",[520,737,739],{"id":738},"what-you-will-find-in-them","What you will find in them",[741,742,743,755,761,767,773,778],"ul",{},[744,745,746,750,751,754],"li",{},[747,748,749],"strong",{},"Page types"," and ",[747,752,753],{},"click types",", with where each came from: your site, your rules or Markalit's model.",[744,756,757,760],{},[747,758,759],{},"Channels",", each with the same colour in every chart.",[744,762,763,766],{},[747,764,765],{},"Conversions",": purchases, and leads, demo requests, newsletter signups and trial starts.",[744,768,769,772],{},[747,770,771],{},"Revenue",": orders, revenue, average order value and conversion rates.",[744,774,775,777],{},[747,776,91],{}," and Core Web Vitals.",[744,779,780,781,784,785,789,790,793],{},"Your ",[747,782,783],{},"standard fields",", such as ",[786,787,788],"code",{},"k_order_value",", and your organisation's own ",[786,791,792],{},"dl_"," fields.",[520,795,797],{"id":796},"how-your-settings-shape-them","How your settings shape them",[511,799,800,801,804],{},"When someone presses ",[747,802,803],{},"Publish"," in Data Capture, Markalit rebuilds your semantic layer with your latest page type rules, click type rules and data layer mappings.\nThey then apply to all of your history.",[511,806,807,808,518],{},"You do not write or deploy the semantic layer yourself: Markalit maintains it, and keeps it the same for every organisation.\nIf you need a metric that is not there, ",[515,809,810],{"href":496},"contact us",{"title":812,"searchDepth":813,"depth":813,"links":814},"",2,[815,816,817],{"id":522,"depth":813,"text":523},{"id":738,"depth":813,"text":739},{"id":796,"depth":813,"text":797},{"sections":819},[133,144,170,181,298,192],[821,822],{"title":129,"path":130,"stem":131,"summary":132,"children":-1},{"title":140,"path":141,"stem":142,"summary":143,"children":-1},1793023417092]