Metric definitions

All default metrics Umami collects along with high level definitions.

Event metrics

Event metrics help identify a unique event for a user. Each event is stored as a unique UUID called an Event ID.

Metric	Description
Website ID	A unique UUID value to identify your website included in the payload.
Hostname	Location hostname property included in the payload.
URL	URL pathname and search property combined included in the payload.
Query parameters	Search property that is extracted from the URL after the payload is sent.
Referrer	Document referrer property included in the payload. If the referrer includes the hostname, the value is replaced by the previous URL.
Title	Document title property included in the payload.
Event Name	The name of a custom event triggered on the page (e.g. `signup-button`).
Tag	An optional label attached to the event via the tracker `data-tag` attribute.

Session metrics

Session metrics help identify a unique session for a user. Each session is stored as a unique UUID called a Session ID.

Metric	Description	Examples
Browser	Browser name extracted from the User-Agent.	Chrome, Firefox, iOS, Safari, Edge
OS	Operating system name extracted from the User-Agent.	Windows 10, macOS, Linux, Android, iOS
Device	Device name identified from the combination of OS and screen.	Laptop, desktop, mobile, tablet
Screen	Screen width and height property included in the payload.	1920x1080, 1280x960
Language	Navigator language property included in the payload.	English, Chinese, German, French
Distinct ID	A custom identifier assigned to a visitor via `umami.identify()`. See Distinct IDs.	`user-123`, `[email protected]`

Location metrics

Location metrics come from different sources depending on the headers. The IP address sending the request is used to gather these metrics, but is never stored.

Cloudflare: HTTP request headers
Vercel: Geolocation headers
MaxMind: Geolite Database.

Metric	Description	Examples
Country	Name of country following ISO-3166 standards.	United States, China, Germany, France
Region	Name of region (subdivisions) following ISO-3166-2 standards.	California, Ontario, Bayern, Île-de-France
City	Name of city.	San Francisco, Toronto, Munich, Paris

UTM parameters

UTM parameters are extracted from the URL query string and stored with each event.

Metric	Description
UTM Source	Identifies the traffic source (e.g. `google`, `newsletter`). Maps to `utm_source`.
UTM Medium	Identifies the marketing medium (e.g. `cpc`, `email`). Maps to `utm_medium`.
UTM Campaign	Identifies the campaign name. Maps to `utm_campaign`.
UTM Content	Identifies the specific ad or link content. Maps to `utm_content`.
UTM Term	Identifies the paid search keyword. Maps to `utm_term`.

Ad click IDs

Ad click IDs are automatically captured from URL query parameters when present. They are used to attribute conversions back to paid ad campaigns.

Metric	Description
gclid	Google Click ID, appended by Google Ads.
fbclid	Facebook Click ID, appended by Meta Ads.
msclkid	Microsoft Click ID, appended by Microsoft Advertising.
ttclid	TikTok Click ID, appended by TikTok Ads.
li_fat_id	LinkedIn First-Party Ad Tracking ID, appended by LinkedIn Ads.
twclid	Twitter/X Click ID, appended by X Ads.

Core Web Vitals

Core Web Vitals are performance metrics collected from the browser and stored alongside each event.

Metric	Description
LCP	Largest Contentful Paint — time (ms) until the largest visible element is rendered.
INP	Interaction to Next Paint — responsiveness of the page to user interactions (ms).
CLS	Cumulative Layout Shift — measures visual stability; a score of 0 means no unexpected layout shifts.
FCP	First Contentful Paint — time (ms) until the first content is rendered on screen.
TTFB	Time to First Byte — time (ms) from the request to the first byte received from the server.

Calculated metrics

Calculated metrics are a combination of total and unique aggregates per website.

Metric	Definition
Views	The total number of events that were collected by your visitors.
Visitors	Unique number of sessions. A session is calculated using a hash of data such as Website ID, hostname, User-Agent, etc and a rotating salt that is rotated at the start of every month.
Visits	Unique number of visits. A visit is a more granular range within a user session. A visit is calculated using a hash of the session ID and rotating salt that is rotated at the start of every hour. Visits are able to span across hourly intervals.
Bounce rate	A bounce is defined when a visit has only 1 event. A user will enter the website, initially generating a view, then leaving. The bounce rate is calculated by dividing the total number of bounces by unique number of visits.
Visit duration	Total time spent on the website divided by unique number of visits. Total time is only calculated for visitors that visit more than one page. The difference between the first and last event create time per visit are summed into a duration time.