Morph DocsAnalytics
Track how your personalization rules perform with impression data and visitor breakdowns.
Morph tracks impressions for every active rule. The analytics dashboard helps you understand which rules are firing, how often, and for which audience segments.
Impressions
An impression is counted when the Morph runtime evaluates a rule and shows a variant to a visitor. Each page load can generate impressions for multiple rules.
The overview tab shows:
- Impressions over time (chart)
- Total impressions for the selected period
- Top-performing rules by impression count
Date range
The available date range depends on your plan:
| Plan | Analytics retention |
|---|---|
| Free | 7 days |
| Pro | 30 days |
| Business | 90 days |
Breakdowns
You can slice impression data by:
- Device — mobile, tablet, desktop
- Page — which URL the impression occurred on
- Source — UTM source parameter
Business plans get additional breakdowns by country and campaign.
Conversion tracking
Conversion tracking is available on the Business plan. It lets you track downstream actions (like form submissions or button clicks) and attribute them to specific personalization variants.
CSV export
Business plan users can export analytics data as CSV for use in spreadsheets or external analytics tools. The export button is in the top-right corner of the analytics page.