What we measure, and what you will see depending on your site
Server-side tracking is not only for shops. Our connectors report 28 events: the full checkout funnel, but also contacts, newsletter sign-ups, bookings, and the searches people run on your own site.
Nothing to code. The connector recognises a contact form, a newsletter field, a booking link or a click on your email address on its own: including on a site that sells nothing.
Most tools assume you have a cart
A consultancy, an agency, a software company all convert every day. None of them does it with an “add to cart” button, and most server-side setups therefore have nothing to show them.
A funnel of zeros
You open your dashboard and see four shop steps at zero, forever. That is not a diagnosis about your site, it is a diagnosis about the tool.
Leads that exist nowhere
The contact form fills your inbox, the booking page fills up, and none of it appears in the measurement. You cannot tell which campaign brought them.
Measurement placed by hand
The usual answer is to tag every form, one by one. Which means measuring only the ones somebody remembered.
Three profiles, three readings of the same measurement
The dashboard adapts to what your site actually does: a site without a cart is not held to account for not having one.
Online shop
PrestaShop, WooCommerce, Shopware
The full funnel, from product page to payment, with the amount net of tax beside the amount charged. Best sellers, the pages that bring them, and the country each visit came from.
Brochure or institutional site
Agency, consultancy, association
Contacts, sign-ups, bookings and applications. The articles and service pages actually read, and the searches run on your site: that is, what your visitors were looking for and did not find.
SaaS and subscription
Free trial, customer account
Sign-ups, trials started and logins, tied back to the campaign that brought them. The conversion happens after the ad click, often days later: that is precisely what a server-side send can still connect.
What the connector recognises on its own
Tagging every form by hand means measuring only the ones somebody remembered. The connector therefore starts from the shape of things.
Lead forms
A POST form asking for an email address is a lead form. Search, sign-in and comments are excluded by their role, and any GET form by its method.
Contact Form 7, WPForms, Gravity, Elementor, Ninja
These plugins know whether the message went through. The event therefore fires on success, never on submit: a form rejected in validation did not produce a lead.
The newsletter
The four most common plugins, plus the generic shape: an email field and nothing else to fill in is a sign-up, not a quote request. The two are not counted together.
Direct contact
A click on your address or your phone number in the footer. On many institutional sites that is the only conversion there is, and the one nobody was measuring.
Bookings and shares
A Calendly-style link, a standard social share URL. These clicks leave the page, so they go out over a channel that survives the tab closing: otherwise they would simply be lost.
Your own special cases
A donation, a store locator: no reliable generic shape exists, so they are switched on with an attribute you set once. Guessing would have produced a donation on every click of a button with a similar label.
The 28 events, in plain words
Each one leaves your server, signed, for the destinations you switched on. A destination with no equivalent for an event simply skips it: never an error.
Journey
What a visitor does, shop or not.
| Event | What it means |
|---|---|
page_view | Page viewed |
view_content | Content viewed (article, service page, product page) |
view_item_list | List viewed (blog, category, search results) |
select_item | Entry opened from a list |
search | Internal search, with the term typed |
login | Signed in to an account |
share | Shared to a social network |
Shop
The checkout funnel, from product page to refund.
| Event | What it means |
|---|---|
add_to_cart | Added to cart |
remove_from_cart | Removed from cart |
view_cart | Cart viewed |
add_to_wishlist | Added to wishlist |
customize_product | Variant or option chosen |
initiate_checkout | Checkout started |
add_shipping_info | Delivery method chosen |
add_payment_info | Payment method entered |
purchase | Order paid, with the amount net of tax and the amount charged |
refund | Refund |
view_promotion | Promotion shown |
select_promotion | Promotion clicked |
Lead-gen and engagement
What replaces the cart when you do not sell online.
| Event | What it means |
|---|---|
lead | Contact form sent |
contact | Click on an email address or a phone number |
subscribe | Newsletter sign-up |
schedule | Meeting booked |
start_trial | Free trial started |
complete_registration | Account created |
submit_application | Application submitted |
find_location | Store locator used |
donate | Donation made |
As important as the list above
A measurement tool that does not say where it stops is asking for trust it has not earned.
Not your Google queries
The search we report is the one run on your site. What visitors typed into Google before arriving, nobody sees, not us, not any other tool.
No personal data kept
A search term containing an email address or a phone number is replaced by a redaction before anything is stored. Identifiers serve matching at the destination, never a file kept here.
No measurement without consent
Every event carries the consent state your banner decided. We bypass nothing: a refusal stays a refusal, server-side included.
No invented figure
When a value is missing, it stays missing. The amount net of tax appears only if your shop declared it: we do not infer it from an assumed rate, because a total says nothing about how much of it was tax.
Simple to install, with no cost added on top
A design decision, not a sales promise: there is nothing to host, and nothing to unlock tier by tier.
A module, like any other
The connector installs like any other extension of your shop. Nothing to host: no container to rent, no server to maintain, no subdomain to configure.
Every destination, on every plan
Including the free one. Plans differ only by the number of sites and events, no destination is reserved for a tier, which is nonetheless the norm.
Starting costs nothing
The free plan covers one site and 10,000 events a month, with no card. Nothing breaks if you go over the quota.
Frequently asked questions
Do I have to tag every form by hand?
No. A POST form asking for an email address is recognised as a lead form. Search, sign-in and comments are excluded by their role. An attribute stays available if you want to be explicit about an edge case.
What happens if my form fails?
Nothing is counted. On the plugins that know whether the message went through (Contact Form 7, WPForms, Gravity, Elementor, Ninja), the event fires on success. A form rejected in validation did not produce a lead, and counting it would be lying to you.
My site has no shop. Is this of any use?
That is exactly the case that was missing. Contacts, sign-ups, bookings, applications, articles read and internal searches are all measured, and the dashboard shows your journey instead of an empty checkout funnel.
Do you see what my visitors search for on Google?
No, and nobody does. We report only the searches run in the search box on your site. A term containing an address or a number is redacted before anything is stored.
The logical next step
Install the connector, see these events in your console, or look at where they go.
Insights: the dashboard
These 28 events once aggregated: revenue, funnel, searches.
PrestaShop module
Installing on a PrestaShop shop.
WooCommerce plugin
Installing on WordPress: also the connector for a site with no shop.
Shopware extension
Installing on Shopware 6.
The seven destinations
Where each event goes, and which ones a given platform cannot receive.
Read API and MCP server
Reading the same events back from your own tools, or from an assistant.
See what your site already reports
The free plan measures everything described here. No commitment, no card.