My interpretation of Oribi’s mission is to build a more accessible, fast and user-friendly version of the well-positioned Google Analytics.

What I like most about the app, is they are putting a strong emphasis on analyzing customer experience. They do it by breaking it down into two: 1) attribution and 2) visitor journeys.

I care about vanity metrics like visits, but what’s important is if my visitors are taking actions. In the attribution UI, you can select an initial event like visits, and a conversion event like newsletter subscriptions.

Besides beautiful plants and watering icons, the attribution section answers a really important question: are the visitors converting in one step or do they take multiple steps?

In the example below, 67% of the visitors subscribed to the newsletter in their first visit, while 33% needed to browse around a bit more (to touch multiple points.)

Leo Celis