Use Analytics to see recorded searches and seller actions for your network. A directions click records an action; it does not prove a store visit or a sale.
Separate the sources
| Measure | Source and meaning |
|---|---|
| Widget answers | Server answers to widget searches, including answers with no matching shops. |
| Anonymous searches | Server answers on the hosted brand, product or campaign locator. |
| Shops shown | Shops in the complete search answer, not just the first page of cards. |
| Observed seller actions | Recorded clicks on directions, calls and retailer websites. |
| Campaign arrivals | Landings attributed to a campaign; they are not searches or seller actions. |
Server answers and consented widget events have different populations. A server answer can be counted without a browser event. Do not add them together as visitors or use one population as the other's denominator.
These definitions do not create a measurement. If a source or its coverage is unavailable, the corresponding count is not measured.
Locator clicks are not measured. Campaign redirects, campaign arrivals and machine activity are separate measures. Machine events identified as bots do not contribute to observed seller actions. Searches and shops shown count search answers; they are not seller actions.
Read the scope before comparing
Keep the brand, market, period and source the same on both sides of a comparison. A supplier report covers its admitted brand and network. A retailer report covers that retailer's locations, not the supplier's whole network.
Daily server counts use UTC dates. A previous period covers the same number of dates immediately before the current period. Weekly pulse uses Stockholm weeks; a UTC-day source cannot supply a partial boundary day.
A click rate needs clicks and result views from the same consented session population and scope. With no positive denominator, there is no rate.
Follow campaign tags
Use Campaign links to create the locator URL and its utm_* tags. Consented click events can carry the first-touch utmSource, utmMedium, utmCampaign and utmContent fields into the export.
On the marketing site, analytics consent permits a first-touch stockisto_utm cookie for up to 30 days. Declining analytics clears it. Signup can retain those tags as acquisition context.
A ref invitation code identifies a referral to signup. It is separate from UTM click attribution and does not establish a shopper's purchase.
Distinguish zero from unavailable
| Result | How to read it |
|---|---|
| 0 | The source covers the requested scope and measured no events. |
| Not measured | The source cannot establish a count for that scope or interval. |
| Read failed | The request failed; retry instead of recording a zero. |
| Partial coverage | The displayed source covers only part of the selected period. |
A combined measure is unavailable if a required source is unavailable. An absent count cannot establish a quiet week.
No analytics consent, a blocked beacon or a failed delivery can leave an action unrecorded. We cannot count those missing actions. Not measured has no number and no rate. A measured zero requires coverage for the whole selected period.
Older raw-event panels are limited by retention. Regional shares use daily rollups under one completed definition version. A period before that definition's source coverage reads Not measured. Unmapped towns stay under Län not attributed.
Export and interpret evidence
In Analytics, choose the period, then Export CSV. Event exports include the timestamp, action kind, retailer and campaign fields. Keep their scope with the file when comparing it with another report.
Baseline lift compares engagement before and after joining. Estimated reach uses search-based estimates. Neither is measured revenue, and a missing pre-period is not proof of growth.
See Searches, clicks and reports for report steps and the category benchmark method.
Compare retailer shares
Open Seller choices and choose the period. Each retailer's calls, directions and website actions add to its total. Its share divides that total by all observed seller actions in the same län, including unattributed actions.
An unknown seller remains in Unattributed. The regional total and remainder stay visible beside the shares. With no positive denominator, there is no share. The CSV keeps the UTC dates, source, daily grain, definition version, counts, denominator and remainder.
Demand counts never establish lost revenue. An event-derived SEK figure is an estimate only when its calculation basis is stated beside it.