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Site Analytics tracks visitor behavior at the individual page level across your published funnels. Unlike the reporting dashboard — which aggregates data workspace-wide — site analytics lets you inspect traffic, engagement, and drop-off for each page in a funnel.

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What site analytics tracks

For each published funnel page, site analytics records:

Page views

The total number of times the page was loaded by a visitor within the selected date range.

Unique visitors

Estimated distinct visitors based on a daily anonymized fingerprint (IP prefix, user agent, language, and host). No cookies or persistent identifiers are used.

Engaged sessions

Visits where the visitor spent meaningful time on the page. Used to calculate the engagement rate for each page.

Bounce rate

The proportion of page views with no engagement signal — a proxy for visitors who left the page immediately.
Analytics events are collected automatically when a visitor lands on a published funnel page. No additional tracking code or configuration is required beyond publishing the page.

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How analytics are recorded

When a visitor loads a published funnel page, the page sends an analytics event to Fig. The event captures:
  • The funnel and page identifiers.
  • An anonymized visitor hash (resets daily — no cross-day tracking).
  • UTM parameters and click IDs from the URL (e.g. utm_source, fbclid, gclid).
  • Referrer host and landing URL.
  • Time on page (sent when the visitor exits or after a set interval).
Bot traffic is detected using user agent, referrer, and behavioral signals, and is excluded from the default summaries. You can toggle bot traffic on or off when viewing analytics.
Analytics are only recorded for published funnel pages. Unpublished pages or pages opened inside the editor do not generate events.

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Viewing analytics per page vs. per funnel

You can scope site analytics in two ways:
Open a funnel and select the Analytics tab to see aggregated page views and engagement for all pages in the funnel over a date range.

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Use cases

Compare page views across sequential funnel pages (for example, lander → upsell → thank-you). A sharp drop in page views between steps indicates where visitors are leaving the funnel. Focus optimization effort on the page with the highest exit rate relative to the page before it.
A page with many views but a low engagement rate suggests visitors are not interacting with the content. Consider revising copy, layout, or calls to action on that page.
UTM parameters are stored with each event. Use the initiative filter in Reporting to compare page views and engagement across different traffic sources or ad campaigns sending traffic to the same funnel.