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What counts as PII in web analytics, and what Clicky never touches
"Are we even allowed to collect this?" This question like arrives at the worst possible time. A privacy audit was just flagged, a new privacy law has just landed, or a developer starts asking uncomfortable questions.
The answers to this question can vary greatly, depending on who you ask. Your lawyer may give you a high-level definition of "Personal Data." A developer will talk about unique identifiers and fingerprinting. Half the tools on the market will claim they're "privacy-compliant" while quietly collecting enough data to reconstruct a pretty detailed picture of a specific user.
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How to See Who's on Your Website Right Now
Launching something new is stressful. You send the emails, post to social, and then you sit there and wait. Not too long ago, "wait" meant checking your website traffic the next morning to see what happened. By then, whatever you might have done about a traffic spike or a conversion problem was irrelevant. The window had closed.
Real-time analytics is about collapsing that window. Seeing what's happening while it's happening, not after.
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Server-side tracking, explained: Stop losing your most important data
When you check your website traffic and see 50 conversions, but your payment processor shows you actually had 75... where did the other 25 go?
The culprit is usually not a bug in your code or your web analytics. It's a fundamental limitation of how tracking works. To fix it, you need to move beyond the browser: You need server-side tracking.
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What website metrics actually matter, and which ones are vanity
Many founders and marketers have a dashboard that looks like a success story on the surface: The lines are trending up, the numbers are getting bigger, and everything seems great. But in reality, their revenue is flat, or their churn is creeping up, or they can't figure out why their latest campaign didn't result in any new customers.
This is the dashboard delusion that many fall into when checking website traffic: vanity metrics that make you feel good, but they don't tell you anything about the actual health of your business.
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How to check website traffic
When people ask how to check website traffic, they are usually asking one of two very different questions:
First, there are the website owners who want to know how many visitors are actually showing up. They may have just launched something, or perhaps finally realized they've been flying blind for months.