Analytics & Conversion Tracking

The analytics stack runs on Plausible (or Umami) — cookieless, lightweight, GDPR-compliant by default — so the site never has to show a cookie banner that hurts conversion. Every meaningful action on the marketing site is wired to a custom event: hero CTA clicks, audience-card selections, pricing tier hover, ROI calculator submission, demo booking, sandbox provisioning, newsletter signup, webinar registration. These events feed conversion-funnel tracking so the team can see, end to end, how many visits become trials, how many trials become paid tenants and where the drop-offs cluster.

UTM parameters are honoured on every campaign URL and stored against the conversion event, so paid acquisition reports cleanly attribute revenue back to source, medium and campaign. A/B testing infrastructure lets the marketing team run controlled experiments on landing-page variants — different heroes, different CTAs, different pricing presentations — with the platform automatically randomising visitors and reporting statistical significance once enough sample is collected. Heatmap integration on the highest-traffic pages (homepage, pricing, /for-federations) shows where visitors actually look, click and scroll, so design decisions are anchored in behaviour rather than guesswork.

All telemetry stays in the EU and never personally identifies a visitor — the platform never compromises privacy for marketing insight.