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Analytics Guide

Dotto was created to be the best real-time analytics solution, so you know exactly what’s happening every minute of the day.

Click the tabs below to learn how to find your most important metrics.

<- Slide tabs to the left right for more ->

Home was designed to proved a top-level overview of the what’s happening in real time on your site.

The Basics

First, you will find “The Basics” which contains a summary of your visitors (unique, new, returning), actions (page views, downloads, outbound links, events, media), time spent, & bounce rate.

Dotto Graph - The Basics
Recent Visitors

Unlike other analytics softwares, Dotto continuously pings our servers while a visitor sits on a single page to give a more accurate time on site value.

Here you will find a log of your Recent And most active visitors by IP address on your site.

Dotto Graph - Recent Visitors

Next, you’ll find the top regions (states), cities, countries of visitors tallied up beside each location. Click on any location to see a log of all the recent visitors from there.

Dotto Graph - Locations

Here you will find line graphs containing visitors, page views, bounce rates, and average time/visit. Users have the option to change the date range and easily compare days, weeks, and months.

Dotto Graph - Graphs

The main content report shows the most active pages on your website, as determined by page views. There are other sub-reports as well, such as entrance and exit pages. An important thing to note about all of the content report is they are based on views instead of visitors.

Dotto Graph - Content
Traffic Sources

This section shows you where your visitors come from such as direct, search, social media, & more.

Dotto Graph - Content

Spy is a real-time stream of visitors and page views that are on your site right now. It automatically fetches new data every couple of seconds so you can just stare at it and be hypnotized as new traffic rolls in to your web site. At the top you will see a world map with bubbles of any visitors currently on your site.

Below, you will find a real-time stream featuring timestamps, IP addresses, pages viewed, & referral links (if any) for every visitor.

Dotto Graph - Spy

The visitors log is one of the best features of DOTTO GRAPH. It tells you a lot about who is coming to your site and the number of actions they are taking. You can also follow those actions through step-by-step. Here is a rundown of what it all means:

Visitor Log

The visitor log is a summary showing the details for each IP address visiting your site.  You will find the time of arrival, country, IP address or Username (we’ll touch on this more later), time spent on site, total actions, landing page URL & title, & referrer.

One of the top metrics available on this page by far is the number of actions each user takes. Clicking that hyperlink will show you a quick view of the action log for the user.

Dotto Graph - Visitors Log
Visitor Profile

The next piece of information you get is by clicking on the user (IP address).  Here you will find all of the information about the user, their location, IP address, platform, & a little Google map displaying where they’re located.

Also, you will find the Visitor Path which contains visit date/time, time spent on site, and visitor path - or to put it better, how the user flows through the website.

We love using this feature to get a better understanding of how visitors interact with the site, where they click, which pages they visit and then leave.

Some of our clients use this feature to add additional “calls to action” to pages that were leaking the most traffic. If you can get users to click on just one more page, post, or offer then you will improve the time on site, bounce rate, and earnings potential.

Dotto Graph - Visitor Profile
Engagement (actions)

The number of actions each user takes is categorized on the Engagement (Actions) tab.  This metric reveals the engagement of your users by looking at the number of actions they take. The higher the number of actions, the better. The number of actions can also be broken down further by clicking on the hyperlink to reveal the actual users who made that number of actions.

Dotto Graph - Engagement (actions)
Most Active Visitors

This report allows you to see who your top visitors and stalkers are… no seriously, Dotto provides the IP address of your most active users based on the number of actions taken. A pretty cool resource to identify top customers and more.

Dotto Graph - Most Active
Traffic Sources

This report categorizes where your visitors are coming from, typically based on the referrer, with one exception (for ‘Advertising’). There are currently 8 different categories, as explained below. Each visitor is only assigned to a single traffic source when we process their visit.

Direct - visitors with no referrer

Advertising - visitors who arrived from a known advertising domain. We also categorize all campaign visitors into here.

Searches - visitors who arrived from a known search engine domain. For visitors performing searches on, Google masks their search terms from all trackers. For the average site, it appears this affects around 50% of all searches, so it’s likely “[secure search]” will be your #1 search term on Dotto. There is no way around this.

Email - Visitors who arrived via a web mail domain. We can’t track desktop apps such as Outlook because that won’t send a referrer, so it’s only web mail.

Social Media - Visitors from social media sites such as Facebook, Instagram, etc

Media Searches - Visitors from the image search on Google, Bing, or Yahoo

Links - any referrer that didn’t match one of the other categories above

Dotto Graph - Traffic Sources

Dotto’s time on site values are more accurate than most other services because our tracking code will continue to ping our servers while a visitor sits on a single page. For a visitor’s final page view, we will ping our servers while that visitor engages with the final page.

Therefore, Dotto’s time on site is the difference between the time of the first page view and the time of the last ping of the last page view. This gives you a much more accurate picture of how long the visitor was actually on your site.

Dotto Graph - (time)

The content section shows you everything you need to understand which pages and posts are popular amongst visitors. By looking at the exit pages, for example, you can see which pages on your site have the highest drop offs. This allows you to illuminate the customer’s journey and make improvements on that page.

An important thing to note about ALL of the content reports is they are based on views instead of visitors.


This is the "main" content report that shows the top pages viewed on your site, as determined by the number of page views. You may notice in this report, some pages have domains attached to them, and others don't. You will only see this if you are tracking multiple domains (including sub-domains) with a single site ID.

What happens here is that your registered domain, e.g. '', Dotto will store the path and query, ex. /path?query=1 for all page views on that domain.

For page views on other domains, Dotto will attach the domain name to the page view, and show you that in the content report. If this is undesirable, reach out to your data specialist and they will enable the ‘force hostname” option. This will force DOTTO to treat all page views as if they occurred on the main registered domain. In other words, the 'real' domain of the page view will never be attached in the content report.

Dotto Graph - Content - Pages
Path Analysis

Path analysis is embedded directly in the content reports, as shown above. The path analysis window will pop up after clicking a node icon, showing you the top next and previous pages for the page in question. If you are using some sort of funnel on your site, Dotto will track your visitors from the very point they enter the first path of the funnel and up to 5 pages after.

Dotto Graph - Path Analysis

The entrance tab is another way to show how your traffic is finding your site and is a key identify of which landing pages are popular. Again, clicking on each hyperlink will give you a visitor and action breakdown for each page.


Exactly the same information as the Entrance section above, however, this time we can see the exact page the user is on when they choose to leave your site. As previously mentioned, this is extremely useful to identify drop offs.


The downloads tab is a cool dotto feature that doesn’t require any additional setup on top of installing the tracking script. Here you will see just how many downloads any image or document gets from visitors.

Ex. One of our users, Bellion Vodka, has various drink recipes on their site. After installing Dotto, they noticed that users were actually saving and downloading these recipes. Something they would have never known without Dotto.

For visitors performing searches on while they are logged into their Google accounts, Google masks their search terms from all trackers.

For the average site, it appears this affects around 50% of all searches, so very like "[secure search]" will be your #1 search term on Dotto Graph.

Other tracking services may call this something else, for example "(Not provided)". We chose secure search as our term of choice though. There is no way around it. Not even Google Analytics has access to these search terms.


The keywords section is designed to reveal those keywords your content is being found for in the search engines. Unfortunately, since Google made it’s change to [secure search] as discussed above, you will only find keywords from other search engines such as Bing.


A look at the search engines used to find your site. With an 88% search engine market share, it’s no surprise that Google will dominate these results.


Most users will not use this tab too often because of the Google change mentioned above. Granted, some of our customers have large amounts of traffic stemming from Bing and Yahoo, so this is quite useful for them.

Local Searches

These are searches performed with your site’s own search engine, after your visitors are already on your site. Before Dotto can report on these searches, you must tell us what query parameters your web site uses for searches. Common parameters would be for example “q” or “search”.


For sites with path-based, "pretty" searches, you must enter in the full path that goes between the domain name and the search term. It must start with a '/' or we won't look for the search in the path. In this example, you'd enter in "/search/".


Dotto tracks both inbound and outbound links coming to and from your site.


When a user clicks a link pointing to your site, the referring URL is collected by Dotto and displayed here. This shows you the most popular referring URL’s being clicked.

Dotto Graph - Incoming Links

Much like the incoming link section above, the domains tab shows you the root domain of the incoming links. It’s easier to summarize this tab if you multiple inbounds links from the same root domain.


This is a live snapshot of the latest inbound links being clicked by users landing on your site. Different sources will have different timeframes from posting to the first visit, but this tab gives you a great overview of what’s ‘currently trending’ on your site in terms of inbound links.

Newest Unique

Essentially the same as the recent inbound links above, however, this tool highlights the very first time a link has been clicked by a user to find your site.

Tip – This tab has allowed some of our clients to find other websites referring to their site, so they can reach out to say thank you and perhaps make a guest post for a niche site.


Dotto tracks any outbound links on your site that have been clicked by a user. This is a good way to understand how much traffic you are sending to another website and could help with deciding advertising rates, commissions, referral fees, etc.

This report will help you spot any issues with site layout/functionality between different browsers, operating systems, screen resolutions, and hardware (devices). You may think the data on this page is pretty trivial at first, however, when you begin dig into the data you will develop an appreciation for the analytics behind it.

Dotto Graph - Platforms

Here you will find a breakdown of your visitors by country, regions (state), cities, languages, organizations, and hostnames. One of our favorite tabs on this section is the recent visitors map. Here you will see a map of your most recent visitors’ sessions via an interactive Google map.

Dotto Graph - Locale” width=“100%” height=

A goal is a page on your web site that a visitor reaches once they have made a purchase or completed another desired action, such as a registration or download. By setting up and tracking goals with Dotto, you can determine how effectively your web site is driving your visitors to these desired actions.

Goals can be pre-defined and trigger automatically when visitors view pages on your site that match patterns you define, or you can declare goals manually via Javascript on your site.

Dotto Graph - Content
Javascript goals: Dotto_custom.goal vs Dotto.goal()

These javascript methods can be used to manually trigger pre-defined (static) goals, or to declare and trigger dynamic goals.


This is a variable to define on a page where you want that page to trigger a goal as soon as it is loaded. This variable must be defined in your HTML before the standard tracking code.


This is a function that you can call to declare a goal after (and only after) the page has fully loaded. It is generally used to define a goal based on a user event, such as clicking a button.

Campaigns are generally used to help you monitor your marketing efforts for your site. Common types of marketing would be social media advertising, email marketing, Google Adwords, programmatic ads, and more.

There are two different ways to track campaigns with Dotto. The easiest method is to use the dynamic "UTM" parameters that Google Analytics made popular and are now supported by most analytics services. The other way is to pre-define landing pages or referring domains on Dotto that are generally only used for inbound marketing purposes. These are called static campaigns.

Dotto Graph - Campaigns
Static Campaigns

Pre-defined in our system, on the campaigns setup page. Here you can enter in a landing page URL that only a "campaign" visitor should ever land on. "Landing page" does not mean your home page. Although it could, this is unlikely what you want to do.

If you run ads, they likely point to a specific page on your site. For example, In this case, you'd want to enter in this for your campaign landing page: /my-product-rocks-heres-why

You can declare a specific referring domain as a campaign as well, in case you are advertising on a specific web site or something like that.

Dynamic campaigns

Dynamic campaigns offer a lot more flexibility than static campaigns, as they do not have to be pre-defined. Instead, you just add a couple of parameters to the landing pages you send visitors to, and we handle the rest. We use the same tags that Google Analytics uses, so if you are coming from either of those systems, your existing campaigns should work automatically.

Important: There are 5 different parameters you can use to define dynamic campaigns on your landing pages. All of them are optional, except "utm_campaign", which is required. It is essentially the "name" of your campaign, and we group campaigns by their name, so this parameter is always required. Otherwise, all "UTM" parameters will be ignored.

Also important: For better long term attribution of your marketing efforts, we save UTM parameters in a cookie on a visitor's computer for 90 days. This means Dotto will attach this campaign to each session logged by this visitor for the next 90 days, no matter how they arrive at your web site after the initial visit.

Use this form to create UTM campaign links: