Everything you can measure without measuring people

Understanding and interpreting your traffic

Every report opens with six figures: visitors, pageviews, reading time, bounce rate, events and goal conversions. Each carries the change from the previous period and a small chart behind the number, so the direction is there at a glance.

Narrowing a report is meant to be easy. When you want to see one country, one browser, one page or one traffic source on its own, you click it in the list and the whole view narrows to it. Filters stack, and the address carries them, so a narrowed view is a link you can send to a colleague or save under a name as a segment.

The report's date range is easy to pick, from a single day out to a full year, and a range of your own can run up to 730 days. Comparison draws the previous period onto the same chart as a dashed line, so growth is visible without moving anything into a spreadsheet. Annotations let you write down what happened on a given day, a release, a campaign or an outage in the service, and six months later the spike is not a mystery.

Alongside the past there is the present. The live view shows visitors in the last five minutes, events minute by minute for the last half hour, and the pages being read right now.

If you have several sites being measured, they are all on the same page with their visitors, their change and their live count, and the list refreshes itself without a reload.

What is measured

You see how many times each page was viewed, the entry and exit pages, reading time, scroll depth and bounce rate. Traffic sources are split into search, social, referrals and direct, and campaigns bring their UTM parameters and the common click ids along with them.

From the visitor's device we know the type, the screen size class, the browser and the operating system. Country is read at the network edge and language from the browser setting, so there is no IP geolocation and no city-level accuracy. That is a deliberate limit rather than a shortcut: a country is enough to decide something, a city starts to say something about one person.

You can also send events of your own shape to Metrimato with one simple JavaScript call, and attach a few properties of your own to them. Metrimato can also record the search terms from your site's own search, and in many environments the views of your 404 pages as well, and both can be switched off in the site's settings if you would rather not have them.

AI traffic, told apart

AI traffic is two different things that most tools file in the same place. One is a person who arrived from ChatGPT, Gemini, Perplexity or Copilot, and they get a channel and a table of their own instead of being filed as search or as a referral.

The other is a crawler reading your pages. GPTBot, ClaudeBot, PerplexityBot and the rest are counted per day, and each one says what it collects data for: training data, AI search, or fetching a page a person asked for. A crawler is not a visitor, so it creates no visit and no visitor identifier, and it does not use up your monthly event quota.

Crawler visits are only counted if the crawler loads the tracking script or the fallback pixel, so a crawler that reads the HTML alone does not show up in the figures at all.

Going deeper into the data

A goal is a page path or an event name, and from it come conversions, converting visitors and the conversion rate. Pick a goal and the dashboard also shows the conversion rate by channel, by source and by entry page, which is where you find out which traffic actually pays.

A funnel is two to eight steps in order, and step two only counts if it happened after step one within the same visit. User paths answer a different question: what people did at all, forwards from an entry page or backwards from a page you care about. Both count visits rather than people, because the visitor identifier changes daily: a person cannot, and must not, be followed across days.

If you want one, an alert emails you when traffic drops or spikes past a threshold, when a site goes quiet altogether, or when a goal is met too rarely, and never more often than the alert's own window. A scheduled report sends a period that has already ended, at an hour in the site's own time zone, so the figure cannot change after it was sent.

Getting data in and out

Getting started is one script line, the same on every page. WordPress has a plugin of its own, and browsers without JavaScript get a fallback pixel. Events can also be sent from your own server, so a payment confirmed by a webhook is as measurable as a form submission.

Your history comes with you when you switch, if you want it. Import straight from Google Analytics 4 by connecting the site to your own Google account with read-only access, or from an older system as a CSV file. Imported rows are marked, so an import can be undone in one click if the result does not convince you.

You can also take the data back out of Metrimato. Any view exports as CSV or JSON with the same date range and the same filters, and the API serves the same figures over HTTP with a key. The response has the same shape as the export, so the view, the file and the interface cannot drift apart.

Account, team and administration

The same user account can belong to several companies, in a different role in each. Every user has a role of their own, so you can set the right one for each member of your team.

Every change on the account is written to an audit log, including anything our support did on your behalf, marked as ours.

You can always choose how long the data you collect is kept (within your plan's limits). The whole service works in Finnish and English, emails included, and each person picks their own language.

All the features

Sometimes a list is clearer than a long piece of writing, so here you are.