Prelumen Analytics
The path to conversion — without the person attached.
Funnels, form friction, and journey timelines from privacy-safe signals. See where users drop off; person-level visibility stays opt-in.
Customer journeys
See how visits progress across pages, sources, campaigns, and conversion paths. Journeys give traffic context so teams can understand sequence instead of isolated pageview counts.
Custom events
Track meaningful actions such as CTA clicks, signup steps, downloads, add-to-cart actions, form starts, and other defined interactions. Mark up clicks with the data-oneco-event attribute on the element itself, with no tracking code of your own.
Form Friction
Measure form friction in aggregate through explicit form and field aliases. No field values, no typed input, no keystrokes, and no replay.
From pageviews to behavior
Most analytics tools can count visits. The harder question is whether those visits move through the website in a useful way.
Prelumen Analytics treats pageviews as the beginning of behavioral context, not the end of reporting. Sources, landing pages, journeys, custom events, funnel steps, engagement signals, and conversion outcomes can be analyzed together.
The goal is not to collect everything. The goal is to turn meaningful website activity into signals that guide decisions.
- Which entry pages start useful journeys?
- Which campaigns bring visitors who continue beyond the landing page?
- Which pages repeatedly appear before a conversion?
- Where do visitors drop out of important flows?
- Which forms create friction before submission?
Journeys, events, and funnels
Customer journeys explain sequence. Custom events define importance. Funnels measure progress.
| Signal | What it explains | Typical use |
|---|---|---|
| Pageview | A page was visited | Traffic, entry pages, content usage |
| Source and campaign | How the visit arrived | Channel and campaign quality |
| Journey path | How the visit moved across pages | Navigation quality and conversion paths |
| Custom event | A defined action happened | CTA clicks, downloads, signup steps, micro-conversions |
| Funnel step | A visitor moved through a defined path | Signup, checkout, lead generation, onboarding |
| Engagement context | How actively a page was used | Active time, scroll depth, interaction quality |
| Form signal | A form was started, failed, validated, or completed | Form friction and conversion blockers |
This keeps the measurement model flexible. A simple site can start with pageviews, sources, and events. A more mature setup can add funnels, Form Friction, revenue attribution, and optional activation later.
Form Friction
Forms are often where intent becomes measurable. They are also where conversion silently breaks.
Form Friction is designed for aggregate form analytics, not surveillance. Forms and fields must be explicitly marked with aliases. Only those aliases are used for reporting. Breakdowns and filters cover form, page, device, and country.
| Form signal | Meaning |
|---|---|
| Form started | A visitor focused or filled a defined field |
| Submit attempt | A submit was triggered; success and failure are reported by the website itself |
| Abandon | The page was left after a form had started and no success was reported |
| Validation errors per field | How often a defined field triggered a validation error, as a rate per field with input |
| Repeated edits per field | How often a field was edited again after the first input, as a rate per field with input |
| Friction score per form and per field | The signals are weighted into one score each — for the form and for every field |
Trust boundary
Form Friction should never be positioned as session replay, heatmap tracking, or form recording. It does not need raw form content to be useful.
It does not collect
- Field values
- Labels or placeholders
- Typed input
- Textarea bodies
- Keystrokes
- Replay data
- Person rows
- Form-session rows
The product value is operational: identify where forms create friction, then improve the form, copy, validation, or flow.
Privacy and control boundaries
Customer journey analytics should stay clear about boundaries.
Prelumen Analytics can show useful behavior without making persistent person-level tracking the default. The baseline remains privacy-first. Deeper modes such as persistence, identification, revenue context, or outbound activation should be configured deliberately when the use case, customer responsibility, and applicable consent model support them.
This is the difference between useful behavioral analytics and invasive behavioral capture.
- It is opt-in per website.
- It uses explicit form and field aliases.
- It stores aggregate signals.
- It avoids raw form content.
- It respects DNT/GPC blocking behavior.
Frequently Asked Questions
- What does Customer Journeys add beyond pageviews?
It connects pageviews, sources, events, funnels, engagement, and form signals so teams can see how visitors move toward or away from conversion.
- Does this record sessions or form input?
No. Customer Journeys and Form Friction are signal-based. They do not record sessions, field values, typed input, keystrokes, or form replay.
- Do journeys require cookies?
Not for the baseline model. Pageviews, sources, events, funnels, and aggregate form signals can work without cookies. Persistence or identification is a separate configuration choice.
- What should become a custom event?
Use custom events for actions that change interpretation: CTA clicks, downloads, signup steps, add-to-cart actions, form starts, successful submissions, or other defined conversion signals.
- Can custom events be triggered without your own tracking code?
Yes, for clicks. The data-oneco-event attribute on the element sets the event name and data-oneco-props takes additional values as a JSON object; triggers other than a click cannot be marked up. Custom events are off by default and are switched on per website, after which the served script carries the click handler.
- How does this connect to revenue attribution?
Journeys and events explain what happened before revenue. Revenue Attribution then shows which sources, pages, campaigns, and paths produced commercial outcomes.