# What AdPix Analytics is

The core reporting is what you already know from Google Analytics 4 — users, sessions, channels, key events. The second layer is what is not there: attribution, marketing mix, incrementality, fraud protection, and an identity graph that ties anonymous traffic to real customers.

## In one sentence

AdPix Analytics is a web measurement platform that does three things at once: it counts visitor behaviour, it keeps the source of every visit, and it links an anonymous visitor to a customer you already know. Every report is built on those three foundations.

If you have used Google Analytics before, Home, Realtime, Acquisition and Funnel are where you expect them and use the words you expect. That is deliberate — relearning vocabulary is a cost, not a feature.

## Layer one: the reports you already know

These work from the moment the tag is live, with no extra configuration:

- **Home** — users, new users, engagement, average session, top channels, the conversion funnel and a geographic map on one screen.
- **Realtime overview** — active users over the last 5, 30 or 60 minutes, with a live map, sources, pages and events.
- **Acquisition overview** and **Traffic acquisition** — users and sessions split by channel, source, medium and campaign.
- **Engagement**, **Events**, **Funnel**, **E-commerce** — engagement depth, event counts, the conversion path and revenue.
- **Demographics** and **Tech** — country, city, language, device, browser and operating system.
- **Path** — the real journey between pages, with high-cardinality URLs grouped so the diagram stays readable.

## Layer two: what ordinary analytics does not have

Each module in this layer answers a marketing question that counting alone cannot answer:

| Module | The question it answers | Path |
| --- | --- | --- |
| Marketing Mix (MMM) | At the current budget, what did each channel return, and where does it saturate? | `/marketing-mix` |
| Lift (incrementality) | How much sales did that budget change actually **add**, rather than how much sales happened next to it? | `/lift` |
| Fraud Protection | Which network or source is selling worthless clicks, and how much ad spend was wasted? | `/integrity` |
| Heatmaps | Where do people really click and scroll, and where do they get stuck? | `/heatmaps` |
| Segment overlap | How much do two audiences overlap? | `/overlap` |
| Reports & Explore | Free-form reporting with your own dimensions and metrics, pivots and export. | `/explore` |

> **Attribution is computed on read**
>
> Channel classification is not frozen onto event rows. Every time you open a report, the channel is derived from the current definitions. So when you correct a channel definition, your whole history is reclassified immediately — no reprocessing job, no waiting.

## The identity graph, the structural difference

Most tools keep two worlds apart: the anonymous visitor and the known user. AdPix stitches them together.

Every event attaches to an anonymous id. When a deterministic signal appears — a sign-in, an email, a phone number, a CRM customer id — that anonymous id is linked to the real person, and the events from **before** the sign-in come back to them too. Old events are never rewritten; the link is applied when the report is read.

The practical result: the journey "ad click → anonymous visit → sign-up → purchase" stays one journey, even when days pass between the first visit and the order. The details are in [how AdPix identifies visitors](concepts/foundations/how-adpix-identifies-visitors).

That same graph is what lets channel attribution reach your CRM: each sign-up or order can arrive in your own system carrying the channel that actually produced it, through a webhook or the bundled WHMCS module.

## What it is not for

It is more honest to know the boundaries up front:

- **It is not a tag manager.** AdPix installs its own tag; managing other people's tags is a separate product.
- **It is not a CRM or an email tool.** It pushes data into your CRM; it does not replace it.
- **There is no video playback of individual sessions.** Heatmaps **aggregate** clicks, movement and scrolling onto a rebuild of the page; the output is a map, not a recording of one person.
- **There is no native mobile SDK yet.** iOS and Android streams carry a Soon badge in the console; the supported path today is the server-to-server API from your own backend.

## What sits on which plan

The reporting core is available on the base plan: Realtime, Acquisition, Traffic acquisition, Engagement, E-commerce, Funnel, Demographics, Tech, Path, Segment overlap, Cookie consent and Alerts.

The heavier modules are on the premium plan by default: Marketing Mix, Lift, Fraud Protection, Heatmaps, Reports & Explore, Library and Audiences.

> **A role is not a plan**
>
> Your access has two filters. Your role decides what you may see or change; the property's plan decides which modules are switched on at all. You can hold full access and still land on an upgrade screen — that screen is about the plan, not about your role.

## Where to start

Three steps, in this order:

1. Create an organization, an account and a property — or confirm their names in the guided setup. [create your account and property](analytics/start/create-account-and-property)
2. Put the measurement tag on every template of your site. [install the measurement tag](analytics/start/install-the-tag)
3. Confirm data is arriving, then read your first report. [verify data is arriving](analytics/start/verify-data-is-arriving)

## Frequently asked questions

### How is AdPix different from Google Analytics 4?

The core reports deliberately use the same vocabulary and the same definitions, so there is nothing to relearn. The difference is the second layer — marketing mix, incrementality, invalid-traffic protection, heatmaps and the identity graph — and the fact that channel attribution is computed at read time, so correcting a channel definition instantly reclassifies your whole history.

### Can I run AdPix alongside my current analytics tool?

Yes. The AdPix tag runs independently of any other tag and does not affect its data. Do not expect the numbers to match exactly; session definitions, internal-traffic filtering and consent behaviour differ between tools.

### Does it work for a mobile app?

Native iOS and Android data streams are not ready yet and are shown with a Soon badge in the console. Until then your app backend can send the same events through the server-to-server API; mint a server key under Admin - Integrations.

### How long until I see the first data?

After the tag is live, your own visit usually appears in Realtime within seconds. Stream verification turns green once an event has arrived from that stream's domain in the last 30 minutes.

## Related

- [Create your account and property](https://docs.adpix.io/en/analytics/start/create-account-and-property/)
- [Install the measurement tag](https://docs.adpix.io/en/analytics/start/install-the-tag/)
- [How AdPix identifies visitors](https://docs.adpix.io/en/concepts/foundations/how-adpix-identifies-visitors/)

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[Docs](https://docs.adpix.io/en/analytics/start/what-is-adpix-analytics/) · AdPix