Analytics & Attribution

Every search, filter, and CTA click in your Stockisto locator is captured as an analytics event and turned into dashboards that prove the value your network delivers. This guide explains what gets tracked, how supplier and retailer admins read their dashboards, how UTM and referral attribution connect a consumer's journey back to your brand, and how Stockisto turns raw events into before/after lift and estimated reach.

This is a companion to the Analytics + ROI guide — that doc explains the dashboard metrics and the ROI proof PDF; this one explains the events behind them and how attribution is wired.

Where the data comes from

Analytics events are sent fire-and-forget from the locator and apps — they never block the consumer experience. Events are accepted anonymously, queued, and aggregated server-side, then surfaced in your dashboards.

What gets tracked

Stockisto records a small, well-defined set of event types. Every event carries a schemaVersion, a sessionId (so a single visitor's journey can be stitched together), a tenantId (your supplier or retailer ID), and an optional event-specific payload. No personally identifiable information is collected.

Locator events (consumer-facing)

These fire from your public consumer locator as visitors search and engage:

Event	When it fires	What it tells you
`product_locator_search`	A consumer runs a location search	Demand and intent to find a retailer
`filter_used`	A consumer applies a filter (stock, showroom, etc.)	What consumers care about
`sort_used`	A consumer changes the result ordering	How results are being explored
`retailer_result_view`	A retailer appears in search results	Reach / impressions
`retailer_detail_view`	A consumer opens a specific retailer card	A warm lead exploring one store
`retailer_cta_click`	A consumer clicks a CTA on a retailer	High-intent action (see below)
`showroom_interest`	A consumer engages with showroom content	Interest in seeing product in person
`purchase_intent_signal`	A high-intent action (e.g. directions) is recorded	Activation — consumer plans a visit

CTA click types

A retailer_cta_click always carries the CTA type in its payload. The four tracked types are:

call — the consumer tapped the phone number
directions — the consumer asked for directions (the strongest purchase-intent signal)
website — the consumer clicked through to the retailer's site
book — the consumer started a booking or contact action

Marketing funnel events

The Stockisto marketing site tracks its own conversion funnel so we can connect top-of-funnel interest to trial sign-ups:

marketing_page_view — fires on every marketing page load, capturing the page path and referrer
trial_cta_click — a visitor clicked a "Start free trial" CTA
demo_cta_click — a visitor clicked a "Book a demo" CTA
trial_started — a trial was successfully started

Unknown events are never dropped

Stockisto is forward-compatible: if a newer client sends an event type the server doesn't recognize yet, it's accepted and logged rather than rejected. Your data keeps flowing through product updates.

The analytics dashboards

There are two dashboards, each scoped to who's reading it.

Supplier dashboard

The supplier Analytics Dashboard summarizes how your whole retailer network is performing over a selectable date range. It shows:

Total Searches and Total CTA Clicks headline stat cards
Search Volume over time and Filter Usage breakdown
Top Retailers by CTA Clicks — your most-engaged retailers, with a per-retailer 30-day lift column and a per-CTA-type breakdown
Search Locations — a geographic heatmap of where consumers are searching
Attribution Baseline and Estimated Consumer Reach panels (covered below)

Retailer dashboard

A retailer who has claimed their listing sees their own Analytics Dashboard, scoped to just their store across every supplier network they appear in:

Profile Views — how often consumers opened their card (retailer_detail_view)
CTA Clicks — total plus the breakdown across call / directions / website / book
Showroom Interest — engagement with their showroom content

Both dashboards default to the last 30 days and let you change the range with the date picker.

UTM attribution

When a consumer clicks through from the locator (for example, "Get directions" or a retailer link), the outbound URL is tagged with UTM parameters so the visit shows up in your own analytics tool:

utm_source=stockisto
utm_medium=locator
utm_campaign — set to your brand campaign slug

These same UTM fields (utmSource, utmMedium, utmCampaign, utmContent) are stored on the analytics event itself, so attribution survives end-to-end: from the consumer's click, through your network, into the supplier dashboard and exports.

Verify in your own analytics

Filter your web analytics by utm_source=stockisto to confirm Stockisto-driven traffic is landing. This is the cleanest way to show stakeholders that the locator is sending real, attributable visits.

Referral attribution

Stockisto also attributes growth that comes from partner and word-of-mouth invites. When someone arrives with a ?ref=CODE link:

The code is captured on the first page load and persisted to both localStorage and a first-party cookie, so it survives the magic-link sign-in redirect chain.
The referring company is resolved, and an "Invited by …" banner is shown to give the visitor context.
If the visitor later returns without the ref parameter, the stored code still drives the banner so the attribution context persists across pages.
Once the referral is redeemed at sign-up, the stored code is cleared.

The stored code is kept for up to 30 days, long enough to outlast a slow magic-link click while still expiring cleanly.

One journey, one attribution

The sessionId ties a consumer's events together, UTM parameters attribute the outbound click, and the referral code attributes the sign-up. Together they let Stockisto follow a journey from first touch to activated account without tracking individuals.

Proving value to retail partners

Raw events become evidence through a few derived views on the supplier dashboard.

Before/after attribution baseline

The Attribution Baseline panel compares the 30 days before you joined Stockisto against the 30 days after, for both CTA clicks and searches. It surfaces a lift percentage so you can show the change at a glance.

If there's no pre-Stockisto data to compare against, the panel says so positively — every recorded click is attributed to Stockisto because it all happened after you joined. The same idea drives the per-retailer 30d Lift column in the Top Retailers table.

Estimated consumer reach

The Estimated Consumer Reach panel estimates how many consumers your network reaches per month. Each retailer's reach is derived from its monthly search volume weighted by a proximity factor, and the per-retailer figures roll up into a total estimated monthly reach.

Estimates, not sales data

Reach, lift, and any revenue figures are estimates built from engagement proxies — not transaction data from your POS or e-commerce system. Stockisto does not have access to actual sales. Treat these as directional indicators you can defend, not as audited revenue.

Exporting attribution data

From the supplier dashboard you can export attribution data as CSV for any date range. Each row is a CTA click event with its timestamp, session, retailer, and the full UTM set (utmSource, utmMedium, utmCampaign, utmContent) — ideal for joining against your own systems or building a partner-facing report.

Where to go next

Analytics + ROI guide — read your dashboard metrics, confidence labels, and the ROI proof PDF
Consumer Locator guide — the experience that generates these events
Retailer Guide — how retailers claim a listing and read their own analytics