Concepts

Web campaigns

What each website number means, the funnel, pages and who gets the credit.

Web campaigns shows what visitors from each creator, campaign and link do on your website, next to App campaigns for installs. It needs your website added to the app and the web script on your site.

The cards#

Card	Counted as
Visitors	Distinct people who visited in the range, and how many were new. Visitor-level data is kept 90 days; for older ranges the card shows visits instead.
Link taps to your site	Human taps on your links that went to your website (desktop, or a link whose fallback is a web page).
Bounce rate	Visits with one page, no events and under 10 seconds on screen, over all visits. Lower is better.
Engaged time	The average time a visit had your page on screen. Background tabs don't count.
Orders and Revenue	Website orders your server sent with the visitor's ID or click, refunds netted out of revenue. The browser can't report money.

A visit (session) ends after 30 minutes without activity, or when the visitor arrives from a new campaign.

Funnel and drop-off#

Visitors who did each step and every step before it in the range: visited, viewed a product (view_item), added to cart (add_to_cart), started checkout (begin_checkout), ordered. Between steps you see how many went on and how many dropped off. Filter by a creator, campaign or channel at the top to see their funnel, and compare two creators by switching between them.

Pages#

Landing: where visits started, with each page's bounce rate.
Drop-off: where visits ended. A high exit rate on a checkout page is where people give up.
Top: the most viewed pages.

Paths only: query strings aren't recorded, because they can carry personal data.

Who gets the credit#

Each visitor is credited to the first Dropplink link they arrived from in the last 30 days, and that never changes. Visitors who never came from a link are other traffic, split in Traffic sources by how they arrived:

Source	Means
Dropplink links	Your links, credited to their creator, campaign and link
Search	Google, Bing, DuckDuckGo and others, and paid search (`utm_medium=cpc`)
Social	Instagram, YouTube, Facebook, X and other social apps, without a Dropplink link
AI assistants	ChatGPT, Perplexity, Claude, Gemini, Copilot, Meta AI, Grok, DeepSeek
Email	Email apps and newsletters
Other campaigns (UTM)	Visits with UTM tags that aren't from a Dropplink link
Other websites	Any other site that linked to yours
Direct	Typed, bookmarked, or no referrer

Orders follow the creator who brought the visitor, so they aren't split by traffic source or device.

Visitors and events#

Users and Events have an App · Web switch (when the project has both). On Web, Users lists your website's visitors with their first touch, device and visits; open one to see every visit, page and order, and any app install by the same user. Events lists page views and the events your site tracks.

A visitor's user ID comes from your site's identify call and is marked Unverified until your server sends an order for that visitor with the same userId. It's shown in the journey, and never moves credit.